By the Numbers: The Current State of Healthcare Marketing Tools
With updated HHS guidance rocking the healthcare marketing landscape, our analytics operations team conducted an audit to see what marketing tools folks are still using in 2024.
Our team analyzed 118 websites from payers and providers nationwide to see how people have responded to HIPAA guidelines. In this week’s podcast, Jenny provides a snapshot of the current state of healthcare marketing tools:
Overall
11.9% of healthcare websites have removed every tag and marketing pixel from their website
Google Analytics
70% still have GA4 installed on their website
45% still have UA installed on their website
25% are using GA4 exclusively, without UA
0.9% are using UA exclusively
Media Tracking and Tags
Over 55% are still using media or conversion tracking tags
Forms
6.8% are using a form that isn’t HIPAA compliant
6.8% are using Gravity Forms, but may not be using the HIPAA-compliant version
Privacy-Forward Solutions
1.7% have Freshpaint on their website
2.5% use Piwik Pro
2.5% use sGTM
While these numbers illustrate that many providers and payers have taken the first steps toward privacy-forward, compliant analytics and tracking solutions, there is still so much room for improvement. As we begin to see more enforcements related to HIPAA compliance,
HHS’s restructuring to focus on enforcement: https://www.hhs.gov/about/news/2023/0...
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