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HIPAA compliance and modern campaign measurement are not mutually exclusive.

Helping healthcare brands thrive by solving their toughest digital challenges.
Emerging data-privacy regulations are fundamentally changing healthcare marketing, challenging brands to engage patients in new ways.

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Don’t let HIPAA compliance leave your healthcare marketing in the dark.

Regulatory landscape is tightening.

Current tracking pixels and analytics scripts from major platforms like Meta, Google Analytics and Google Ads collect PHI by default.

Compliance is turning the lights off on campaign measurement.

Increasingly frequent lawsuits and more stringent HIPAA Interpretation has led many healthcare companies to remove all tracking to ensure compliance.

Data sharing requires a BAA.

Latest guidance from HHS requires a BAA if user data is collected – and major platform providers won’t sign one.

Read the latest HHS bulletin putting healthcare marketing data at risk.

“Requirements under HIPAA for Online Tracking Technologies” (December, 2022)


Take control and maintain critical visibility with our platform-agnostic, HIPAA-compliant analytics solution

Google Analytics, Google Ads, display advertising, even META – all can be made HIPAA compliant. The Wheelhouse solution ensures HIPAA-compliant web data collection while maintaining system integration and visibility essential for continued digital marketing.

“Wheelhouse DMG deeply understands healthcare analytics and MarTech. What they accomplished is amazing.”

—Laura Chase, Former Executive Director Web Analytics & Insights at Providence

In Healthcare Experience matters.

Our HIPAA-compliant data solution has been in use by enterprise healthcare systems for more than two years. Hear what healthcare leaders have to say about it.

Why Wheelhouse?

Wheelhouse DMG has worked closely with some of the largest and most innovative healthcare and medical device clients in the U.S. for more than a decade. Our work has included global analytics strategy for a 250-site healthcare system, development of new online appointment booking experiences, data science, CDP and BI support. Our HIPAA-compliant Analytics solution has been in production for nearly two years and is informed by deep knowledge of the realities of digital marketing for healthcare.

We keep you in control:

Data collection governance is defined and directly managed by our healthcare clients.

Simplifies Data Compliance:

Consolidates data collection into a single, unified method, dramatically simplifying compliance and protecting against accidental PHI data collection.

Platform Agnostic:

Integrated with the ad platforms, analytics, CDPs and marketing platforms you need and with the freedom to add or change systems as you require.

Fully Configurable:

Data collection rules can easily be updated in response to changing policies.

Enables Compliant Digital Advertising:

Continue to use the platforms and marketing partners that are valuable and important to you, but do so with confidence that your data collection methods are HIPAA-compliant.

Covered by BAA:

Our HIPAA-Compliant Analytics Solution is delivered under BAA in compliance with HHS guidelines.

Healthcare is in our wheelhouse.

The largest, most innovative healthcare organizations in the U.S. trust Wheelhouse DMG.

Our road to HIPAA-compliant analytics:

It was in the midst of working through implementation of their second analytics platform in as many years that one of the largest health systems in the U.S. asked Wheelhouse DMG to develop a platform-agnostic, HIPAA-compliant analytics solution.

The goal was to replace all data collection pixels, scripts and IDs  — whether analytics, marketing or advertising partners — with a single, unified data collection method and associated data governance that the provider’s compliance team could control. The challenge was to ensure compliance with privacy regulations while continuing to enable the health system to maintain its digital marketing efforts.

One of the five largest not for profit healthcare organizations in the U.S. The organization supports more than 28 million patient visits annually through their network of almost 1000 clinics and over 50 hospitals.

  • Transition to server-side analytics, ending reliance on client-side cookies.

  • Private client ID to replace all other tracking scripts and pixels, becoming the sole means by which user data can be collected on the Client's website.

  • Custom data collection libraries to govern the data collected via the private client ID. Data collection rules dictated by these libraries are fully within control of the Client and can be updated in response to the regulatory environment or internal compliance changes.

  • Integration with HIPAA-Compliant data hub to develop and leverage custom connections for each downstream platform and marketing partner.

  • Data obfuscation systems to monitor all URL data collected. If any URL data contains information deemed “sensitive”, our solution removes and replaces that information with an anonymized URL that can be used for conversion tracking but ensures no PHI is passed.

  • Injection blocking to  scan for and prevent widgets and embedded content from “injecting” their own tracking elements, ensuring unwanted trackers cannot collect PHI.

Our HIPAA-Compliant Analytics Solution has been in place since early 2022 and the benefits are clear:

  • Ensures HIPAA-compliant web data collection while maintaining system integration and visibility essential for continued digital marketing.

  • Puts data collection governance fully in the hands of the Client.

  • Protects against data aggregation by third parties based on “what they already know or learn” about a user.

  • Simplifies compliance needs by consolidating data collection into unified methodology.

  • Easily scales to support new advertising channels and platform partners.

  • Is platform agnostic.

  • Protects against accidental PII data collection.

  • Enables data collection rules to easily be updated by the Client in response to changing policies.

  • Is delivered and supported under BAA in compliance with HHS guidance.

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