Latest / Becker’s Payer Issues Podcast / Unlocking Growth: Why Compliance is Key in Digital Marketing for Payers

Transcript

Unlocking Growth: Why Compliance is Key in Digital Marketing for Payers · Becker’s Payer Issues Podcast

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  Hi, everyone. This is Erica Spicer Mason with
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  Becker's Healthcare. Thank you so much for tuning
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  into the Becker's Healthcare podcast series.
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  So today, we're going to discuss how payers
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  can unlock new growth opportunities by prioritizing
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  compliance in their digital marketing efforts.
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  And joining me for this conversation is David
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  Chai, senior manager of product marketing at Freshpaint.
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  David, welcome to the podcast. Thank you so
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  much for being here today.
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  Thanks for having me, Erica.
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  We're really thrilled to have you here, and
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  I know this topic is top of mind
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  for a lot of payer organizations. So excited
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  to dig in some more. But before we
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  do, I wanted to give you the chance
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  just to share a little bit more about
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  yourself, your role, your organization,
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  whatever feels important for our listeners to know.
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  Yeah. Absolutely. So as, you mentioned, I I
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  lead product marketing at at Fresh Paint. Now
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  exactly what does that mean? It means a
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  lot of things. But I'm focused on really,
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  the go to market strategy and execution, helping,
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  you know, FreshPaint maximize its effort in bringing,
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  privacy compliance to health care at scale.
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  More about FreshPaint, you know, it's a health
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  care privacy platform built specifically for health care
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  marketers,
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  you know, built by privacy and data experts.
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  We make it easy to collect,
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  activate, and optimize data, without any, headaches, from
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  compliance.
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  Unlike others who plan the space, you know,
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  like your typical CDPs,
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  we're 100%
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  focused on health care, serving,
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  payers, providers, pharmacies, and health tech companies.
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  Our our platform is built so marketers can
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  get, up and running quickly without needing an
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  army of engineers or or technical expertise.
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  And we, you know, don't just help you
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  stay HIPAA compliant. We help you grow.
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  With Fresh Paint, health care marketers can unlock
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  full funnel marketing strategies,
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  accurately,
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  measure acquisition costs, and maximize their results.
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  Oh, great. David, it's so great to learn
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  more about Freshpaint, and you hit on a
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  lot of things that I think probably perked
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  up the ears of many of our listeners,
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  including,
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  I think you called it a compliance headache.
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  So we'll get into some of those details
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  around compliance and privacy.
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  But before we do that, I wanted to
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  just kind of start high level and get
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  your take on the key shifts or trends
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  that you're paying really close attention to right
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  now when it comes to digital marketing. And
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  what challenges or opportunity opportunities are you seeing
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  for payers?
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  Yeah. So the first,
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  you know, trend I'm really, paying close attention
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  to is a a bigger focus on outcomes.
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  Health care, you know, marketing budgets are under
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  much more scrutiny,
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  than they ever were before.
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  Most organizations
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  are operating with flat or declining budgets,
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  forcing marketers to really prove, ROI on every
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  dollar that they spend.
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  As a result, you know, marketing strategies are
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  shifting away from,
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  traditional tactics like, you know, using billboards, radio,
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  and even sports sponsorships,
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  towards more digital channels.
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  And and that's really because, you know, they're
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  they offer better tracking, faster insights,
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  and more flexibility
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  to adjust,
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  you know, your campaigns in real time.
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  But this poses a problem, or a challenge,
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  as privacy regulations tighten,
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  and platforms like Google and may Meta enforce
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  stricter privacy policies.
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  Payer marketers are losing access to key targeting
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  and measurement tools that they once relied on.
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  HIPAA compliance adds, yet another layer of complexity,
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  making it even harder to reach the right
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  audience,
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  track campaign performance, and optimize spend effectively.
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  And without a a clear strategy to navigate
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  these changes, you know, marketing teams are forced
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  to make decisions with limited data,
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  leading to less precise audience engagement, higher acquisition
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  costs, and, you know, uncertainty around what's actually
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  driving enrollment.
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  Another trend is, a shift to,
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  privacy first marketing.
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  Privacy, you know, remains a bipartisan issue.
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  And while the regulatory landscape is still evolving,
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  consumer expectations for data protection have never been
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  higher.
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  As I mentioned, even platforms like Google and
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  Meta are tightening restrictions on how health care,
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  marketers can target and track users,
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  you know, making it harder for payer marketers
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  to reach and engage members effectively. But this,
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  you know, presents an opportunity,
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  to use a health care specific privacy platform
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  like Freshpaint,
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  to ensure that, you know, you're staying compliant,
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  adapting to evolving regulations, and really to help
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  you scale your digital marketing confidently,
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  without the risk of compliance issues and brand
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  damage slowing you down.
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  Right.
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  Yeah. That shift to privacy first marketing, that
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  that makes a lot of sense. You know,
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  we're seeing in the mainstream media
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  cyber threats, not only are they growing, but
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  they're being covered much more regularly, and I
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  feel like they're in the public eye,
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  quite a bit more compared to past years.
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  So Yeah. Of course, consumers' expectations
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  for their own data privacy and transparency, that's
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  really growing as well. So kind of in
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  this environment, how can payers position compliance
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  really as a competitive advantage rather than a
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  constraint?
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  Yeah. As you mentioned, you know, consumers are
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  increasingly choosing brands that they trust with their
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  data,
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  especially in health care since health data is
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  so innately personal.
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  By proactively
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  communicating,
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  privacy commitments, you know, payers can really strengthen
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  the relationships with members,
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  differentiate from competitors,
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  who who often treat privacy as an afterthought.
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  This, you know, in turn builds long term
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  loyalty, which pays dividends every a AEP.
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  I mean, I personally pick a payer who's
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  doing the absolute most to protect my health
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  data versus a payer who's,
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  just doing the bare minimum ten ten out
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  of 10 times. Compliance is also not just
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  a a box to check. It's a strategic
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  investment,
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  for the long term.
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  By adopting privacy first marketing now,
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  payers can avoid disruption when regulations tighten,
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  and maintain continuity as the industry evolves.
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  This is super critical for payers since the
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  majority of their business happens during AEP.
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  Imagine a compliance issue arising during the enrollment
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  period and having to pause campaigns and and
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  what that would do to your results.
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  I'd like everyone to remember that, you know,
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  stronger compliance doesn't mean weaker performance.
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  With the right privacy first approach, payers can
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  still reach the right members, optimize campaigns,
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  and measure success without comp compromising sensitive data.
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  Platforms like Fresh Paint,
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  empowers payers to run full funnel privacy compliant
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  marketing from,
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  the top of funnel DSPs to build awareness
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  and brand preference to bottom of funnel,
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  direct response ads on Google and Meta that
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  drive conversions.
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  When it's done right, compliance isn't a limitation.
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  It's a a growth engine.
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  Yeah. That's really fascinating, David. And I know
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  earlier in our conversation, you mentioned how so
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  many payer organizations are really focused on ROI
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  and driving outcomes.
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  So with taking this compliance,
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  you know, forward approach, do you have any,
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  specific examples of maybe KPIs that are really
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  important to organizations that this kind of approach
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  is helping to achieve?
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  Yeah. Absolutely.
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  One of our customers had to stop sharing
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  conversion data with their ad platforms due to
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  HIPAA restrictions.
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  And without this critical information, their cost per
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  lead skyrocketed to $300.
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  And this really put their entire marketing strategy
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  and their ROI,
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  at serious risk.
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  That's when they turned to Freshpaint.
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  And and using our privacy first approach, they
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  were able to securely send,
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  conversion data back to platforms like Google Ads
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  while ensuring that, you know, pace patient privacy,
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  member privacy,
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  remained intact.
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  With Freshpaint, they were able to optimize their
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  campaigns and and reduce their cost per lead
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  by 96%,
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  bringing it down from $300 to just 12.
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  Another example,
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  was one of our customers based a major
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  roadblock,
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  when their compliance team came and shut down
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  all of their analytics tracking due to HIPAA.
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  Without that ability to track journeys or optimize
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  digital campaigns, their their marketing cost increased,
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  and the campaign effectiveness declined.
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  To stay compliant without sacrificing performance, they turned
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  to us,
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  with our healthcare privacy platform, they were able
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  to continue using, you know, the tools that
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  they're used to using Google Analytics, Google Ads,
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  and Meta ads, in a compliant way.
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  As a result, you know, their cost per
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  acquisition dropped by 30%,
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  going from $13 to to just 9.
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  Their Google Ads campaign saw higher conversion rates
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  despite, you know, a reduction in ad spend,
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  and their meta campaigns improved with custom conversions,
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  increasing click through rates and impressions.
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  So, you know, FreshPaper helped them stay compliant,
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  cut costs and improve results, you know. And
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  this really proves that,
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  privacy and performance can go hand in hand.
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  Yeah. Really helpful examples. Thank you so much,
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  David.
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  And I know we're we're coming toward the
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  end of our time together. But before we
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  close, I wanted to just kind of get
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  your your stance on or I I should
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  say your view on what's ahead. So as
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  technology
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  is quickly
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  evolving and advancing and you mentioned
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  standards and regulations like HIPAA,
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  all of these will continue to evolve alongside
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  technology. So
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  what emerging tools or maybe strategies do you
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  think payers should explore now and in the
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  near future to really ensure that their digital
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  marketing strategies are resilient?
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  Yeah.
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  In my opinion, you know, everything starts with
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  a solid privacy foundation.
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  Without that, payer marketers are are really stuck.
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  You know, they're no matter how great a
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  tool or or a strategy sounds, it won't
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  matter, if it doesn't meet compliance standards.
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  But, you know, it's important to remember that
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  not all privacy solutions are created equal. You
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  need to, you know, look for a platform
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  built specifically for health care, you know, one
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  that not only supports your needs today but
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  also scales with you, as the regulations and
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  strategies evolve.
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  Switching costs are high, so the last thing
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  you you want to, do is outgrow your
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  privacy solution and have to start all over
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  again. Once you have that foundation in place,
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  full funnel marketing becomes key.
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  Focusing only on bottom of funnel conversions can
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  work in the short term. But eventually, you
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  know, you're gonna hit a ceiling. There are
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  only so many,
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  people actively shopping for a health plan at
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  any given moment.
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  And to keep growing, you need to educate,
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  consumers early, highlight plan benefits, and stay top
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  of mind. So, when they are ready to
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  enroll, you're you're the first choice in their
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  head.
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  As you navigate, you know, on your privacy
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  journey, there are a few, things I wanna
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  highlight, you know, for you. One is to,
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  avoid the privacy patchwork trap.
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  What this means is, you know, you know,
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  a lot of payer marketers today,
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  layer different,
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  different tools together to meet privacy requirements,
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  but a fragmented approach creates inefficiencies
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  and and, you know, risk compliance gaps.
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  A single health care specific privacy solution eliminates
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  the need for,
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  workarounds,
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  and assures your data remains protected across all
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  your marketing channels.
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  The next thing is, you know, scale scalability
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  really matters.
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  You need to, you know, think beyond AEP.
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  Many payers focus on short term privacy fixes
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  to get through AEP, but,
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  compliance is just, isn't just an enrollment season
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  concern. It impacts your year round marketing strategies.
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  A future proof privacy foundation allows you to
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  scale your,
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  marketing efforts smoothly,
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  rather than having to to scramble and adjust
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  to new regulations every year.
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  And the last thing, you know, I'll leave
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  you with is, you know, the cost of
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  waiting is very high. You know, waiting to
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  fix privacy gaps until they become a problem
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  can lead to campaign disruptions, lost audience insights,
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  and and wasted ad spend, you know, things
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  that are nightmares for marketers.
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  The smartest peer marketers are proactive, not reactive,
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  so investing in a compliant, scalable privacy solution
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  now
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  ensures you're prepared for the future, and not
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  just today.
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  Yeah. Really appreciate the sound advice, David, and
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  having you outline all of those steps so
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  clearly, I think, is going to help our
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  listeners so much.
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  Before we end our time, is there anything
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  else that we missed or anything else that
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  you wanted to highlight for listeners?
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  Yeah. You know, we we have a team
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  of, experts around privacy compliance, you know, within
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  health care. So definitely, if there's additional questions,
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  you know, please, you know, head to our
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  website freshpaint.io,
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  to to learn more. And, you know, if
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  if you have any other burning questions specific
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  to your organization, you know, feel free to
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  reach out. We're happy to help you. We've
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  worked with over 205,
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  health care organizations to bring forth, you know,
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  their their privacy first marketing strategies, and and
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  we can definitely help you, do the same.
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  Fantastic. David, it's been great learning from you
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  today. So thank you again for your time
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  and expertise. Really appreciate you sharing it with
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  Becker's.
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  Awesome. Glad to be here. Thank you. And
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  we'd also like to thank our podcast sponsor
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  for today, Fresh Paint.
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  Listeners, please be sure to tune in to
• 13:14
  more podcasts from Becker's Healthcare by visiting our
• 13:17
  podcast page at beckershospitalreview.com.