CHPRMS 51st Annual Conference: Navigating Change

The risks of using Google and Meta web trackers on healthcare websites are well-known. Companies of all sizes, from enterprise healthcare systems to retail pharmacies to regional hospitals, have faced lawsuits, fines, and a loss of trust over the past 18 months.

Despite those risks, many healthcare organizations still use non-compliant web tracking technologies. It’s not nefarious. It’s not even intentional. It’s simply because of a lack of understanding. Google and Meta’s web trackers aren’t the only ones healthcare organizations need to worry about. Understanding all of the web tracking risks and finding a safe path forward is paramount to the ability of healthcare organizations to unlock high-performance, HIPAA-compliant marketing.

In this session, Freshpaint’s Dave Twichell will dive deep into the web trackers that run marketing, analytics, ads, and more in healthcare marketing. He’ll explain the risks associated with these web trackers and help marketers find a path forward that balances high-performance marketing and HIPAA compliance.

This session delves into the strategic and operational nuances of managing digital front door initiatives at Cedars-Sinai, a leader in healthcare innovation. Attendees will gain insights into how data-driven decision-making, user-centered design, and robust provider/location data governance coalesce to enhance key digital touchpoints, including find-a-doc/location pages, online scheduling, and mobile applications. The presentation will focus on how these elements are orchestrated to improve patient access, navigation, and satisfaction, emphasizing practical methods and metrics to ensure success.

Outdated approaches to tech have health systems struggling to keep up with rapidly evolving consumer expectations, market forces, and regulations. This conversational case study details Prisma Health’s successful approach to delivering patients a more frictionless, consumer-focused digital experience.

SEO “best practices” continue to fail marketers in the healthcare space. Google's AI raises bar for healthcare marketers seeking organic visibility. Join 20-year SEO expert Dale Bertrand for a behind-the-scenes look at his SEO playbook for consumer-facing healthcare brands. His SEO playbook is based on a decade of hard-fought battles for rankings against stiff competition and countless experiments to refine SEO for healthcare.