WebMD Ignite, a division of WebMD, is partnering with healthcare privacy platform Freshpaint to help hospitals remain compliant with privacy regulations in their marketing.
Through the partnership, Freshpaint will focus on instituting compliance tools for hospitals and health plans using Google Analytics, Google Ads, Facebook Ads and other web-tracking-based marketing tools, according to an Oct. 24 WebMD Ignite news release. The news comes after government officials warned 66 health systems about using pixel-tracking technology.
Freshpaint will aim to control data flow so that public health information cannot be accessed by unauthorized individuals.
"For healthcare organizations, the new guidance surrounding web tracking technologies and HIPAA compliance has become exceedingly complex. That's why we're thrilled to partner with WebMD Ignite. The partnership will give healthcare organizations of all sizes a privacy-first approach to using the tools and services they need to do high-performance marketing, while helping to maintain HIPAA compliance," Steven Fitzsimmons, co-founder of Freshpaint, said in the Oct. 24 news release.