Healthcare
Health advertisers need a data map before they need a media plan
Tracking pixels and form integrations can send health information to third parties. Map the data first.
Ironstark1 min read
Standard website tracking was built for retail. On a health or telehealth site, the same pixels and tags can pass information about a visitor's condition or care to advertising platforms. Regulators and plaintiffs have both paid attention to this, and the rules vary by the type of company and the state.
Start with a data map
Before a campaign launches, list every tag, pixel, form integration, and analytics tool on the site. For each one, record what data it collects, where it sends that data, and under what agreement. Pages that reveal a condition, a treatment, or an appointment need the closest look.
Then build the media plan
The data map decides what measurement is possible. Some conversion events can be sent to platforms. Others need to stay server-side or be reported in aggregate. Building the media plan after this step prevents the common failure: a campaign that performs well until counsel turns off the tracking it depends on.
This article is general information. Each company should confirm its own obligations with counsel.