#443: Building a HIPAA-compliant martech stack with Ray Mina, Freshpaint

In December of 2022, digital marketers in the healthcare industry were impacted by an expanded definition of PHI or personal health information in the HIPAA, or the health insurance portability and accountability act regulations, which are the the federal law in the United States that protects sensitive patient health incormation from being disclosed.

While this impacts healthcare companies in the US most specifically, and our conversation today is going to center around healthcare marketers, there are lessons to be learned here for marketers in any industry or locale where consumer data privacy is under increased scrutiny and regulations

Today we’re going to talk about creating a HIPAA-compliance marketing technology stack, and how to not sacrifice marketing effectiveness while still protecting consumer data, in this case personal health information.

To help me discuss this topic, I’d like to welcome Ray Mina, Head of Marketing at Freshpaint.

RESOURCES

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Freshpaint website: https://www.freshpaint.com

Privacy First Framework Article: https://www.freshpaint.io/blog/privacy-first-framework-for-hipaa-compliance

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SYNOPSIS

n this episode, the speaker discusses the challenges faced by healthcare organizations in highly regulated industries, such as healthcare, where a compliance-driven mindset often hinders progress. This mindset is characterized by a tendency to avoid taking risks and halt all activities when problems arise. However, the speaker emphasizes that this approach is ineffective for achieving patient-focused outcomes. Instead, they suggest adopting a mindset shift that focuses on finding effective ways to address issues while still complying with regulations.

To navigate the compliance landscape more effectively, the speaker mentions the availability of tools like Fresh Paint for healthcare organizations. They emphasize that although this approach may differ from traditional methods, it is not necessarily more difficult. The key is to embrace a mindset shift that prioritizes patient outcomes and adapts to the changing regulatory environment.

The concept of "compliance by design" is also discussed in the episode, which involves incorporating compliance considerations from the start of any project or initiative. By integrating compliance into the operational side of healthcare organizations, they can avoid losing sight of patients and other important aspects, such as marketing. This approach allows organizations to use the tools that work best for them while still ensuring compliance.