If you asked marketing teams how Google Tag Manager (GTM) works, the answer would sound simple: You add a tag, set a trigger, and publish the container. From that point on, everything feels controlled and predictable. Now consider what happens on a typical healthcare website. A patient books an appointment and lands on a confirmation […]
If you work in healthcare marketing, you’ve probably heard concerns about Google Analytics and HIPAA more than once. The topic keeps popping up in enforcement actions, class-action litigation, and compliance audits across the healthcare industry. So the issue is widely discussed. Most marketing teams know that something about analytics tracking on healthcare websites can raise […]
Most healthcare marketing teams don’t set out to create compliance risks. They focus on performance, visibility, and growth. The problem usually hides behind the curtain, inside a martech stack that’s grown faster than anyone can fully track. It often starts with something small. A legacy tag from an old campaign, a new pixel added without […]
Telehealth erased the waiting room. But it brought new risks for healthcare marketers. When care moved online, websites became places where appointments are booked, forms are completed, and care begins. Marketing and analytics tools stayed in place, measuring behavior the same way they always have. That overlap matters. In telehealth environments, routine tracking can sit […]
Here’s not-so-sweet truth: Public trust in the U.S. healthcare system is falling. It dropped from 71.5 percent in 2020 to 40.1 percent in 2024. That loss of confidence rarely starts in a clinic. It usually starts earlier. For many patients, the first interaction with a healthcare provider is digital, through a website, a form, or […]
