Protecting Patient Privacy Beyond HIPAA: Fortifying Your Advertising Supply Chain Through NAI Compliance
Ron Elwell, Co-founder and CEO, Swoop
Gerard Stegmaier, Partner, Tech & Data Group, Reed Smith LLP
Taren Grom, Editor-in-Chief, PharmaVOICE (Moderator)
While the 1996 Health Insurance Portability and Accountability Act (HIPAA) was certainly a landmark for patient privacy, the now 25-year-old law falls short when considering the use of de-identified health information, a cornerstone data source in modern healthcare and life sciences marketing. During this webinar, attendees will learn about the risks associated with a HIPAA-only approach to privacy and how the Network Advertising Initiative (NAI) fills the gaps by creating a framework for the responsible usage of health data in a digital-first world. Medical marketers will come away with immediate steps they can take to evaluate, measure and mitigate risk in their own advertising supply chain and identify NAI-compliant data partners who assure patient privacy extends beyond HIPAA while creating high-performing, brand-exclusive audiences for better campaign outcomes.
Key takeaways from this event include:
- The privacy gaps that exist beyond HIPAA in modern medical marketing, particularly considering the use of de-identified health information.
- How the Network Advertising Initiative (NAI) provides a framework for the responsible use of health data in a digital-first world.
- What medical marketers can do to manage risk in their advertising supply chain while creating highly precise audiences that lead to optimal outcomes.
About the Sponsors
Swoop, a Real Chemistry solution, empowers the world’s leading pharmaceutical brands to better educate patients about disease states and the therapies that could remedy their conditions, as well as enable them to become active participants in their treatment journey. Swoop’s HIPAA-certified and NAI-accredited system of activation has uncovered over 1,800 unique target audiences for precisely activating patient populations and their healthcare ecosystems through cross-channel marketing strategies. By utilizing artificial intelligence, machine learning and evolutionary computation in conjunction with a real-world data universe of over 300 million de-identified patients and 65 billion anonymized social determinants of health signals, Swoop's segments are superior in audience quality, lead to optimal conversion and drive increased Rx lift. It’s no wonder that 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands power their marketing efforts with Swoop. And we are just getting started.For more information please visit www.swoop.com.