With the shift to digital platforms in healthcare marketing, marketers face the daunting challenge of balancing patient privacy with effective digital marketing. Stringent regulations like HIPAA govern the use of sensitive patient data, raising the question: how can healthcare organizations continue to engage potential patients without compromising their privacy?

Ray Mina, Vice President of Marketing at Freshpaint, brings his expertise in navigating privacy regulations and healthcare marketing to address these challenges. Freshpaint offers innovative solutions that securely govern the data flow from healthcare websites to marketing tools, ensuring no protected health information (PHI) is shared without a proper legal framework like a Business Associate Agreement (BAA). Highlighting real-world examples, Ray elaborates on the challenges posed by major ad platforms that refuse to sign BAAs, complicating data sharing from healthcare providers. Freshpaint’s approach empowers organizations to manage data securely, bypassing these obstacles and enabling them to regain control of their digital marketing strategies while maintaining compliance.

Tune in to this episode of For the Better as Ben Cash hosts Ray Mina, Vice President of Marketing at Freshpaint, to discuss the challenges of personalization and data privacy in healthcare marketing. Ray explains how Freshpaint helps marketers navigate the complexities of patient privacy and digital marketing tools, the value of a HIPAA-compliant marketing ecosystem where data privacy is a top priority, and future trends that can foster more efficient healthcare marketing.

As digital technologies disrupt every sector, the health sector stands firm yet restless against the tides of change. Innovation and tradition collide in an industry as old as time, setting the stage for a monumental paradigm shift. How can industry leaders foster transformation within this stronghold?

Jared Johnson is the Chief Marketing Officer at Praia Health, the first consumer experience orchestration platform for healthcare, revolutionizing how health systems engage and retain patients. With a robust background in healthcare marketing, Jared offers a compelling look at how the industry can innovate by embracing consumerism and leveraging technology to enhance accessibility and personalization. He explains how Praia Health's innovative platform creates a unified digital experience, enabling health systems to meet patient needs through personalized interactions. With success stories and practical applications of implementing change within complex systems, he illustrates the tangible benefits of reducing technical debt and fostering interconnected ecosystems. His approach prioritizes a deep understanding of revenue cycles and consumer engagement, aligning organizational goals with evolving patient expectations.

Tune in to this episode of For the Better as Ben Cash hosts Jared Johnson, Chief Marketing Officer at Praia Health, to discuss the complexities of digital innovation in healthcare. Jared shares valuable insights on the evolution of consumerism within the healthcare sector, the potential of retail health, and the nuances of technology adoption. He also delves into Praia Health's approach to bridging the gap between current health system capabilities and evolving consumer demands.

With the healthcare industry becoming more consumer-centric, providers face the challenge of aligning their operations with patients' real needs. Addressing patient engagement requires a multifaceted approach that involves patients in their healthcare journey, fosters shared decision-making, and enhances the overall patient experience. How can organizations ensure that their digital solutions genuinely benefit those they aim to serve?

Adam Cherrington, Vice President of Digital Health and Patient Voice at KLAS Research, a healthcare IT research firm focused on improving healthcare technology and services by evaluating vendor performance. With over 12 years at KLAS, Adam has championed initiatives prioritizing patient engagement and alignment between healthcare providers and technology vendors. His work led to the development of the KLAS Patient Voice Collaborative, which amplifies patient perspectives to inform healthcare solutions. He illustrates the significant discrepancies between what healthcare providers and vendors offer versus what patients prioritize. By amplifying patient voices, KLAS Research helps healthcare organizations identify and bridge these gaps, ultimately enhancing patient-centered care.

In this episode of For the Better, Ben Cash interviews Adam Cherrington, Vice President of Digital Health and Patient Voice at KLAS Research, about fostering patient-centered healthcare technology. Adam highlights the importance and impact of genuinely listening to patients, the necessity of overcoming traditional silos, driving organizational change through data-informed decisions, and how to utilize technology effectively within a structured change management framework.