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Is Your Marketing Futureproofed Against the Data Privacy Wave?


Brand Insights - Thought Leadership | Paid Program

With the right data privacy framework, HCP marketing can flourish in an environment of technological and legislative upheaval

The U.S. data privacy movement, led primarily by consumer groups, is gaining momentum. Laws affecting how individual data is handled have been adopted in California, the state with the largest population of healthcare professionals (HCPs). Other states, such as Colorado and Virginia, have also passed data privacy legislation, and more states are expected to follow.

Layered on top of data privacy laws are recent actions by technology giants: Apple’s iOS 15 update and Google’s plan to deprecate third-party cookies. These changes impact marketers’ ability to effectively leverage HCP data and digital behaviors to connect through targeted, tailored, and timely messages.

Challenges such as these make it harder than ever to engage HCPs. It’s no longer enough for healthcare marketing to be permission-based – now it needs to be the right kind of permission.

Not All Consent is Equal

Not all data consent is the same. Different privacy policies may present a challenge; language in one privacy policy may allow certain uses of identity data, whereas another privacy policy may not. When HCP identity data from multiple privacy policies is aggregated, you may have an opt-in – but an opt-in for what exactly?

A physician who has given permission to be emailed, may not have given permission to be reached on social media. Another physician may have consented to receive communications but reporting on their individual-level engagement isn’t possible because it wasn’t covered in the privacy policy.

Attempting to reach physicians and measure individual-level engagement without the right consent puts your marketing at risk. Consider the following:

  1. Is your approach to marketing data privacy safe – now and in the future?
  2. Does your identity data come with the right kind of consent?
  3. If you are combing data from multiple sources (aggregation), or if your data provider aggregates data, what are the ramifications of different privacy policies?
  4. Can your marketing prosper in a world without third-party cookies and device identifiers?

It’s time to expand “right physician, right message, right time” with “right consent.” HCP marketing requires the right consent to meet data privacy requirements, and to stay ahead of technological and legislative changes.

A Strategy to Futureproof Marketing: Consent At Scale

The evolution of permission marketing is Consent At Scale, a consent-based framework designed to support digital engagement with HCPs, individually and across all channels. By obtaining the right kind of permission from HCPs on a large scale, marketers can ensure campaigns launch effectively, without legal issues and complications due to changing technology platform requirements.

Consent At Scale is built on five key pillars:

  1. Coverage: At least 90% of a target audience under a single privacy policy.
  2. Physician-Level Data (PLD): Permission to report on the activity of an identified individual.
  3. Consistent Identity Data: Consistent identity dataacross all channels and business uses.
  4. Omnichannel Consent: The same consent across all channels.
  5. Futureproof: Able to stay ahead of legislative and technology changes.

Take Steps Now

Data privacy legislation and technological changes aren’t going away. New, unexpected challenges may arise as the prioritization of individual-level data control and management increases. Marketers need to take steps now to ensure that their permission framework can withstand upheavals.

Consent At Scale ensures that marketers have permission to engage their audience and report on those interactions through preferred digital channels. Reaching HCPs with permissions that cover all marketing channels and are compliant with all privacy regulations is critical.

By gaining the right type of consent, marketers can ensure their campaigns have greater impact and achieve a higher return on investment.

To learn more about an HCP identity database that meets all requirements of Consent At Scale, visit us at: www.dmdconnects.com/consent-at-scale.