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What does effective, privacy-forward measurement look like in healthcare communications today? Experts share how brands can assess impact while protecting patient privacy.
The healthcare measurement landscape is changing quickly. As new technologies, approaches and expectations emerge, brands need strategies that help them measure impact effectively while continuing to protect privacy and build patient trust.
In our Future of Measurement webinar, Andrew Burkus, Senior Director of Thought Leadership at IQVIA Digital; Tony Ficarrotta, Vice President and General Counsel at the Network Advertising Initiative; and Karinne Smolenyak, Director of Insights & Analytics at Phreesia Network Solutions, discussed what responsible measurement looks like today and where it’s headed next.
Here are five highlights from the conversation.
1. More precise medicine calls for more precise measurement
When it comes to healthcare measurement, one size doesn’t fit all. Andrew explains why more targeted therapies and smaller patient populations require a more precise approach to understanding impact.
2. De-identification is critical to protecting privacy
How can brands deliver more personalized communications without creating privacy risks along the way? Tony highlights how separating data from the identifiable individual behind it can help healthcare communicators measure impact while prioritizing privacy.
3. AI in advertising is high on regulators’ radar
As AI becomes more common in healthcare marketing, regulators are paying closer attention to how companies use it. Tony breaks down what’s being observed, from how companies describe their use of AI to the claims they make about its capabilities and effectiveness.
4. Personalization and privacy don’t have to compete
Personalized experiences in healthcare rightfully come with a much higher bar for protecting personal data. Andrew explains why personalization and privacy don’t have to compete, and how healthcare communicators can embrace both.
5. Strong privacy practices depend on strong processes
Choosing the right partners matters, but the work doesn’t stop once they’re selected. Tony shares why ongoing vendor evaluation is an important part of prioritizing privacy in measurement.
Watch the full webinar replay to learn more about how brands can build effective measurement strategies that prioritize privacy and assess impact.
