Episode 29
Running Successful Digital Campaigns in Medtech with Aaron Burnett
Aired On: October 29, 2024
Hosted By
Aaron Burnett, founder and CEO of Wheelhouse Digital Marketing Group, joins our host Michael Roberts to discuss how highly regulated industries like medtech can run successful digital campaigns. You’ll learn about some of the latest strategies for tracking campaigns while maintaining HIPAA compliance, and how to target the right audience within those restrictions.
Resources
More Episodes
Online Ads For Medical Practices
December 19, 2023
Analytics Planning for Medtech Companies with Kyle Akerman
June 18, 2024
In this Episode
- 02:56 Understanding Privacy Regulations and Their Impact
- 06:09 Shifting to First-Party Data Strategies
- 09:00 Implementing HIPAA Compliant Data Solutions
- 14:48 Complexity of Targeting in MedTech
- 21:02 The Importance of Data Strategy
Quotes From This Episode
Our perspective is to the extent that you are relying on third parties or critical data that enables you to measure and market, you’re in a vulnerable position. You have to put in systems and strategies that allow you to control your own destiny.
Aaron Burnett
In most instances, and particularly with something like Google Analytics or any of the tracking pixels that are used for advertising, if you’re implementing those things in a default manner, and if you’re implementing them in what’s called a client side manner, which is the conventional way that people have implemented Google Analytics forever and ever. The cookie is placed in the client store browser, the script that supports analytics is on page, the tracking pixels are on page. If you are doing that and you are a covered entity, you are in trouble. Just by definition, you are passing PHI to third parties.
Aaron Burnett
Focusing on first party data, what you can learn there within your own data and ensuring that you’ve created an environment where you really can see, you’ve brought in the CRM data where you can see right through the conversion and you’ve integrated it with all of your channel data, your digital advertising data and analytics data in a manner that enables an analyst to rapidly identify key insights and not drown in data is critical.
Aaron Burnett
