In the healthcare communications industry, we must be privacy-focused at all times, only leveraging consented and opted-in data to find and target healthcare professionals (HCPs) and consumers. As marketers and brands try to reach audiences with the educational messaging that is needed to improve health outcomes, finding a balance between reaching the people who could benefit from the information and respecting each individual’s right to privacy is vital. As champions and leaders of privacy-optimized healthcare marketing, we’re here to ensure brands can keep compliance and user privacy at the forefront of every campaign.
Privacy is Your Audience’s Top Concern
In recent years, consumers have become increasingly vocal about where their data is stored and how it is used. Even outside of healthcare, brands have taken notice and implemented stricter privacy policies, opt-in consent, and increased transparency into how they use personally identifiable information (PII) and secure data. States have also taken the initiative to enforce stricter healthcare data security regulations. Most recently, California cracked down with the addition of the California Privacy Rights Act (CPRA), which will go into effect on January 1, 2023, and will “require marketers to make many changes in the areas of disclosure, reporting, and operations.” Under this new law, data brokers (defined as a company that resells personal information) must offer HCPs in California the option to opt out of data collection, and subsequently inform any clients or partners who leverage their data of all opt-outs. For healthcare advertisers, this means an added step in ensuring their audience’s consent as they now need to determine if their data brokers have a first-party relationship with their target HCPs (some do), and if not, should request in writing an assurance that their data broker has taken the necessary steps to comply with CPRA.
Plan Your Campaigns with Compliance at Their Core
As other solutions in the industry rush to keep up with these changing regulations, Lasso has been ready for years. Our platform was built with privacy and compliance at its core, meaning that our users are, by default, 100% compliant and privacy-optimized from the moment they log onto the platform. This is due to our in-house Identity Solution, which was never built on cookies, but rather offline and email data, allowing us to quickly adopt emerging cookie-less industry identifiers and prioritize interoperability across a wide range of IDs. Unlike other technology partners who outsource identity, we are able to ensure reliability and consistency by processing consent in real-time.
1-to-1 HCP Targeting
Whether users bring their own NPI target list or build custom segments through Blueprint™, our self-service audience builder, we’ll be able to deterministically match their HCP audiences in a 1-to-1 manner. We have access to the industry’s only 100% first-party, opted-in, and deterministic HCP datasets. By connecting authenticated NPI email addresses and information to our in-house Identity Solution, marketers can reach more of their target audience no matter where they activate. To guarantee the highest level of data quality, we actively monitor consent for HCPs, with monthly updates to remove those who have opted-out, letting users rest easy knowing they are always targeting 100% consented audiences.
Privacy-Optimized Consumer Targeting
Through Lasso, modeled consumer and patient audiences can be fully customized by including and excluding a variety of filters including demographic info, location, clinical data, insurance, consumer purchase data, media engagement, and more. Our unique modeling methodology taps into a warehouse of HIPAA-compliant, de-identified medical claims, which are then combined with specific consumer attributes, to output an audience with the likelihood of having the specific health condition of interest.
For deterministic consumer audiences, we have Lasso Connect™, our HIPAA-compliant and privacy-optimized patient-to-provider attribution. Marketers can provide an NPI target list, and we’ll match it with our Identity Solution to find patients who have seen those providers, within a specific time period, using the latest medical claims data. To protect patient privacy, NPIs with too few patients are filtered out before connecting back to our Identity Solution using proprietary software, offering the safest and most compliant way to activate consumer audiences.
Once an audience has been built through Lasso, it can be activated through us or pushed to any programmatic or social platform. Especially for channels where there are tons of emerging regulations, having a partner like Lasso can guarantee protection for added data and privacy concerns.
Prioritize Privacy When Activating on Social Platforms
Recently, social media platforms have been subject to worry from marketers and users alike due to data leaks, lack of insights, and other privacy concerns. However, many social platforms are focused on taking action. Earlier this month, Meta revealed that they achieved MRC Accreditation for Brand Safety in Ad Placement, ensuring that a brand’s ads are being delivered to their intended audience, safely. For marketers, this is an additional step forward in staying privacy-focused and compliant in launching campaigns across social channels.
Although Meta is taking action to bolster its brand safety and data security, they haven’t provided any in-house solutions to make sure marketers are still able to reach their audiences with both precision and privacy. For example, when Facebook removed their Detailed Targeting healthcare terms, many brands who relied on Meta’s 1st party audiences struggled to replicate those segments. We absolutely agree with the decision to deprecate healthcare terms that are sensitive and don’t foster feelings of trust and safety with consumer audiences, that’s why we built our audience capabilities to be safer from the beginning. The performance, quality, and precision of our audiences are not affected by any of these new rules, and marketers can still rest assured that they are targeting a highly relevant audience without compromising privacy or compliance.
We recently ran a case study comparing our audience capabilities against Meta’s first-party data in a campaign to spread awareness for a neurological treatment brand.
Our modeled consumer segments built to improve upon Meta’s reached 99% of the target audience, compared to Meta’s reach of only 21%. We also outperformed Meta on engagement and cost-effectiveness, with an increase of 36% ThruPlay rate and a 7.35% lower CPM. These metrics show that we not only reached more qualified users who were ready to engage with the brand but our audiences also allowed marketing dollars to be used more efficiently.
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Get Started on Your Privacy-Optimized Strategy Today
As this industry continues to grow, remember to stay privacy-focused, not only for your target audience but also for your brand. Consider the added benefits of leveraging a platform built with user-safety and compliance at its core, rather than relying on tools that are still adding layers of data privacy and consent. You’ll be able to focus more time and resources on finding your target audience and building impactful campaigns, knowing that Lasso will power campaigns from end-to-end ensuring compliance, consent, and user-privacy at all times. Reach out to your Lasso Representative or email us at sales@lassomarketing.io to get started.
