Healthcare marketers face challenges in leveraging website tracking technologies for advertising and analytics due to the risk of violating HIPAA regulations and exposing Protected Health Information (PHI) to non-compliant third-party tools. Native trackers automatically collect IP addresses, device IDs, and browsing behavior, which, when combined with health-related content, constitutes PHI and creates compliance risks.

Freshpaint offers a HIPAA-compliant healthcare privacy platform that replaces unsafe tracking technologies with a Business Associate Agreement (BAA)-supported system, ensuring sensitive patient information is never shared with non-compliant tools. The platform blocks data to any non-compliant tool by default, reducing compliance risks caused by human error. Freshpaint creates an anonymous identification for every visitor, so you can still get a complete view of the customer journey while protecting privacy. It also leverages existing Google Tag Manager setups and secure server-side connections to ensure tools like Google Analytics and Google Ads work without direct access to PHI.

BAA-supported platform for centralizing website data collection in a HIPAA-compliant manner

Automatic blocking of data to non-compliant tools, ensuring a safe-by-default approach

Anonymous visitor identification to preserve the customer journey while protecting privacy

Secure server-side connections to integrate with existing tools like Google Analytics and Google Ads without exposing PHI

Web tracker manager for enhanced visibility and control over website trackers

Support for Google Tag Manager, Autotrack, and Precision Tracking APIs

Integrations with analytics, advertising, maps, translation, data warehouse, and video platforms

The primary audience includes healthcare marketers and organizations that need to collect and analyze customer data while adhering to HIPAA regulations.