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Digital marketing is a tough puzzle for any business to solve, but it’s even more complex for health insurers, who have to balance effective advertising and stringent privacy regulations. For one major Blue plan, growing legal concerns over data privacy pushed them to rethink their digital strategy.
Challenged with navigating regulatory hurdles while maintaining performance, they needed a solution that could meet their legal team’s requirements and deliver results.
Enter Freshpaint.
For health insurers, staying compliant with privacy regulations like HIPAA is non-negotiable, but far from easy. This was especially true for this insurer, as mounting legal concerns around tracking pixels forced them to reevaluate their entire approach. Recent lawsuits targeting healthcare organizations for mishandling data heightened the urgency, with their legal team identifying website pixels as a major liability.
Protecting member data has always been a top priority for the insurer, but the regulatory landscape made it clear that traditional methods of data collection and sharing would no longer cut it. Social networks and advertisers were often unwilling to sign Business Associate Agreements (BAAs), effectively cutting off access to the tools needed to reach and engage healthcare payers.
In response, they removed all tracking pixels from their website and instituted a rigorous approval process for any future implementations. These measures satisfied their compliance department, but they left the marketing team struggling without the data needed to measure performance, track user behavior, or tailor campaigns effectively.
The result? A growing gap between privacy compliance and marketing capabilities.
With a tight October 1st deadline looming for annual and open enrollment campaigns, the payer needed a solution that could be fast-tracked without compromising privacy standards.
That’s where Freshpaint came in, delivering a smooth contracting and implementation process that had the platform up and running in just 2 weeks—quicker than any other technology the team had used. This quick turnaround allowed the marketing team to get back on track just in time for their open enrollment push.
Freshpaint’s easy-to-use platform allowed this health insurer to hit the ground running, and Freshpaint’s customer success team was there every step of the way to make sure the implementation went smoothly.
With Freshpaint’s Healthcare Privacy Platform in place, the team was able to restart essential marketing functions like retargeting and performance tracking—without worrying about violating privacy regulations.
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Freshpaint set the stage for ongoing compliance and long-term marketing success. Here are five benefits the payer unlocked.
Freshpaint checked all the legal boxes, ensuring that sensitive member data stayed securely within the platform. This gave the legal team confidence and allowed the marketing team to get back to work with peace of mind. By striking the perfect balance between ironclad privacy and actionable insights, Freshpaint proved that reaching their audience didn’t have to come at the expense of privacy.
With Freshpaint in the picture, the payer was in the clear to resume retargeting and campaign optimization, which were previously paused due to privacy concerns.
The payer needed Freshpaint to be ready before annual and open enrollment kicked off—and it delivered. From The Trade Desk to TikTok, the campaigns launched on time and with better insights than ever.
Running marketing campaigns in the healthcare industry can feel like a big, convoluted puzzle. But for this major Blue plan, Freshpaint proved to be the missing piece. Freshpaint bridges the gap between privacy and performance by blocking sensitive data by default and replacing unsafe tracking tools with a BAA-protected platform.
The results?
📈 Performance
🔒 Privacy
✅ Peace of mind
Need help navigating the maze of compliance? Book a demo!
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