Schneck Medical Center Navigating Healthcare Compliance in Marketing
Successful digital marketing and stringent healthcare privacy protection can coexist. Through innovative marketing practices and alternative metrics, Click Rain and Schneck Medical Center set a new standard in healthcare digital marketing while maintaining zero tracking measures.
The Challenge
Effective marketing campaigns typically rely on data-driven tracking to analyze conversion paths and measure success. However, to comply with HIPAA regulations and honor Schneck Medical Center’s commitment to patient privacy, we needed to devise a strategy that could demonstrate campaign effectiveness without any digital tracking.
Our Approach
In the absence of user-specific tracking data, Click Rain adopted a two-pronged approach:
Historical Data Analysis
We aggregated data from past healthcare campaigns to establish year-over-year (YoY) performance benchmarks. This allowed for comparison of current campaign performance against historical trends for different medical divisions.
Industry Benchmarks
We leveraged industry-standard metrics to evaluate campaign performance, focusing on three key data categories:
Impressions
Clicks
Click-Through Rate (CTR)
By comparing campaign performance to industry averages, we could assess whether the right audiences were being effectively reached across various platforms.
The Results
Our tracking-free approach yielded impressive results for Schneck Medical Center, significantly outperforming industry benchmarks:
Facebook
Up to 500%
higher CTR than industry average
Paid Search Ads
Up to 700%
high CTR than industry average
Digital Display Platforms
Up to 200%
higher CTR than industry average
Key Takeaways
HIPAA compliance and effective marketing are not mutually exclusive.
Alternative metrics can provide valuable insights in the absence of traditional tracking.
Historical data and industry benchmarks can serve as powerful tools for measuring campaign success.
"Patient privacy is Schneck's top priority. With Click Rain's expert guidance, we are navigating the complexities of healthcare compliance with precision, implementing effective strategies that protect patient privacy without relying on tracking measures—all while achieving impactful results."
Stephanie L. Furlow, Director of Marketing & Public Relations at Schneck Medical Center
Conclusion
By adapting our strategy to work within HIPAA constraints, we successfully demonstrated that it’s possible to run effective marketing campaigns for Schneck Medical Center while prioritizing patient privacy. This case study highlights our ability to innovate and deliver results, even in challenging regulatory environments, proving that marketing excellence and strict privacy standards can go hand in hand.
