A little about Blue Shield
Blue Shield of California, an independent member of the Blue Cross Blue Shield Association, is a not-for-profit health plan with 3.3 million members, 4,800 employees, and one of the largest provider networks in California. Founded in 1939 and headquartered in San Francisco, Blue Shield of California offers a wide range of commercial and government products throughout the state. The company has contributed more than $125 million over the past four years to the Blue Shield of California Foundation — which was named one of BusinessWeek’s 20 most generous corporate foundations.
Health providers are up against a competitive and distinct environment when it comes to search marketing. Marin Software’s flexible advanced bidding optimization capabilities played an integral role in helping AMP Agency achieve Blue Shield of California’s aggressive lead generation and efficiency goals within such a unique search atmosphere.
The agency AMP picked to drive volume for Blue Shield
Blue Shield selected AMP Agency to help scale their campaigns to drive maximum lead volume at target cost-per-lead (CPL) efficiency goals. The challenges facing this goal were two fold; 1) Identifying this volume/efficiency equilibrium; 2) Doing so in an extremely competitive bid landscape marked by rising cost-per-click (CPC) rates. The campaign hit its efficiency goals, but this was at the expense of conversion and click volume. Click volume alone dropped by 10% in one week.
Time of day bidding used to optimize effort
In light of this volume challenge, a solution needed to be applied in order to drive toward not only efficiency but maximum volume at efficiency. AMP utilized the bid optimization capabilities in Marin Software and applied their expertise by supplementing them with additional business rules. To hit volume goals, the initial bid rules were reset with two additional components, time of day (TOD) and bid to position. Under this new approach, CPL rules were set to run every evening while new bid-toposition rules were implemented to run every morning.
Saving time with campaign management has allowed Blue Shield to expand their effort
This new blended approach allowed the campaign to keep top positions and spend to pace while giving the CPL focused bid rules much larger date set in which to apply its optimizations. The results of this new approach were significant:
- Increased lead volume by almost 78%
- Cut lead costs by 16%
Combined with the insight and expertise at AMP Agency, Marin Software was able to overcome the challenge at Blue Shield of California and deliver results in the face of a rapidly changing environment.
As a performance marketer, you may not realize you are handling protected health information (PHI) and think that HIPAA compliance is for someone else in the organization to worry about. However, for marketers in healthcare and adjacent industries, where personal and health-related information is involved, understanding the nuances of HIPAA compliance is essential. Failing to navigate this complex regulatory landscape can lead to costly rework and sometimes even penalties or reputational damage.
This blog explores the implications of HIPAA compliance for performance marketers, focusing on the risks of using common tracking technologies.
Understanding HIPAA in a Marketing Context
For marketers, PHI includes any individually identifiable health information, such as medical records or patient conditions, including prospective patients. If linked to this information, device IDs and user behavior on health-related websites become PHI by extension.
HIPAA applies to healthcare providers, health plans, and their business associates. Even entities not traditionally classified as healthcare providers may inadvertently handle PHI through marketing campaigns, triggering compliance obligations.
How Tracking Technologies Create HIPAA Risks
Tracking tools like Google Analytics, Facebook Pixels, and other third-party cookies are staples in performance marketing. They help measure user behaviors, optimize ad placements, and calculate ROI. However, these tools can pose serious HIPAA risks when used on websites or apps that interact with PHI. Here’s how:
- Data Sharing Without Consent: Many tracking technologies automatically share user data (such as IP addresses or appointment details) with third parties, often without patient consent.
- Impermissible Disclosures: HIPAA mandates explicit permissions and safeguards for sharing PHI. Tools like Google Analytics, which collect data from unauthenticated webpages offering health-related services, may inadvertently disclose PHI.
- No BAAs Available: Google Analytics and similar tools don’t sign BAAs, leaving marketers responsible for compliance. A complete set of BAAs from key data processors may be required for your organization.
- Opaque Data Practices: Publishers often aggregate and analyze user data in ways marketers can’t fully control, increasing the likelihood of non-compliance.
Regulated entities must ensure tracking technologies comply with HIPAA. Any failure to do so may result in steep penalties.
Key Areas of Concern for Performance Marketers
To avoid compliance pitfalls, marketers must understand where risks commonly arise:
1. User-Authenticated Webpages
Webpages requiring user login often handle PHI, such as prescription details or appointment records. Any tracking code embedded on these pages must strictly adhere to HIPAA’s privacy and security rules.
2. Unauthenticated Webpages
Even unauthenticated web pages can generate PHI if they involve health-related content. For example, a webpage allowing users to schedule medical appointments or enquire about symptoms and next steps may collect health and personal identifiers, creating compliance obligations.
3. Mobile Apps
Mobile health apps are increasingly popular for managing health records, monitoring symptoms, or scheduling care. These apps often collect sensitive information like device IDs, location data, and user inputs, subjecting their tracking mechanisms to HIPAA.
Navigating HIPAA Compliance: Best Practices
To ensure marketing efforts remain compliant while leveraging data effectively, consider these strategies:
Conduct a Risk Assessment: Identify where and how your campaigns interact with user data. Determine whether any tracking technologies capture PHI, and implement safeguards to minimize risks.
Sign Business Associate Agreements (BAAs): If you work with vendors (like tracking technology providers) that access PHI, ensure they sign a BAA. This agreement holds them accountable for maintaining HIPAA compliance.
Limit Data Collection Follow HIPAA’s “minimum necessary” standard by restricting data collection to what’s essential for campaign success. Avoid capturing identifiable information like IP addresses on health-related web pages.
Employ HIPAA-Compliant Tools Choose marketing platforms explicitly designed for HIPAA compliance. These tools ensure data security while enabling effective campaign management.
The Marin Attribution Advantage
For performance marketers seeking a HIPAA-compliant alternative, Marin Attribution offers a safer, more reliable solution:
Unified Data Model
Marin Attribution aggregates and normalizes data across channels without exposing sensitive user information to third-party vendors. This ensures end-to-end security for campaigns involving healthcare clients.
Advanced Privacy Controls
Unlike publisher-provided tools, Marin lets you control how data is shared and analyzed. Its customizable permissions ensure compliance with HIPAA’s strict requirements. Marin offers IP masking, BAA support, known data stewardship guidelines, and “right to be forgotten” support. Marin is compliant with EU and California guidelines.
Enhanced ROI Insights
By securely connecting online and offline conversion data, Marin Attribution provides actionable insights without risking PHI exposure. This not only supports compliance but also drives better decision-making.
Publisher-Agnostic Approach
As an independent platform, Marin is free from the inherent conflicts of interest in tools offered for “free” by the ad platforms. This neutrality guarantees that your data remains secure and under your control.
Getting Started with a better approach to measurement
For performance marketers in healthcare, balancing compliance with effective campaign strategies is no small feat. As regulatory scrutiny intensifies, choosing tools and practices prioritizing patient privacy is more critical than ever.
Marin Attribution stands out as a trusted partner for marketers navigating these challenges. You can drive results without compromising compliance by enabling secure data management and providing unparalleled insights.
Ready to take the first step toward a safer, more effective marketing strategy? Request a demo today and discover how Marin Attribution can transform your approach to HIPAA-compliant performance marketing.
