WebMD partners with privacy platform on hospital marketing compliance

WebMD Ignite, a division of WebMD, has partnered with Freshpaint, a healthcare privacy platform, to assist hospitals in maintaining compliance with privacy regulations in their marketing efforts. 

Freshpaint will focus on implementing compliance tools for hospitals and health plans that utilise web-tracking-based marketing tools like Google Analytics, Google Ads, and Facebook Ads. This partnership comes in response to government warnings to 66 health systems regarding the use of pixel-tracking technology. 

The privacy platform's goal is to ensure that sensitive public health information remains inaccessible to unauthorised individuals, thus helping healthcare organisations of all sizes navigate the complex landscape of web tracking technologies and HIPAA compliance in their marketing endeavours.