Marketers and digital analysts in the healthcare industry thrive while navigating additional regulations and challenges not encountered by practitioners in many other industries. Protecting patient privacy and complying with the Health Insurance Portability and Accountability Act (HIPAA) are emerging consumer concerns such as the California Consumer Privacy Act (CCPA) and the European General Data Protection Regulation (GDPR). As well as navigating the intersection of digital privacy standards, it is a task of paramount importance.
Healthcare providers, insurers, insurers, pharmaceutical companies, and health tech companies are leveraging Google Marketing Platform (GMP) and Google Cloud Platform (GCP) as core elements of their martech stack to better understand the digital patient journey. , reach key audiences and leverage the cloud. .
Understanding the Digital Patient Journey
The need to sophisticate data collection, create more actionable marketing opportunities, and maintain strict privacy controls has led a growing number of healthcare companies to adopt Google Analytics. The next evolution is Google Analytics 4 (GA4). This greatly simplifies cross-device measurement across web and app platforms, making it easier than ever to measure and understand your key audiences. The current version of Google Analytics will be retired in mid-2023, so healthcare companies will have to move quickly to Google Analytics 4 roadmaps and implementations. We previously covered everything the health-focused data team needs to know about his GA4 timeline.tools like enhanced measurement Empower your data team to rapidly deploy event collections. GA4 also creates a new foundation for data privacy.
GA4 has a consent mode that interacts with your Consent Management Platform (CMP), giving you control over your data when users access your website or mobile app. When integrated with Google Tag Manager (GTM), consent mode can also manage consent management for third-party/non-Google tags.
For enhanced privacy control, GA4 also provides the ability to request data deletion if data has been collected in error. This helps businesses clean up the data they collect and maintain a privacy-focused digital data set.
Bounteous implemented Google Analytics 4 during the development and launch of Birdi, a new digital pharmacy that makes prescription delivery faster, easier and more affordable. Birdi’s measurement strategy allows stakeholders to analyze user behavior across both mobile apps and websites. This next-generation home delivery solution provides a better experience for consumer and employer groups while maintaining strict digital privacy guidelines.
Reach key audiences
according to eMarketer, the growth rate of digital advertising has slowed down a bit. Make no mistake, as forecasts predict that advertising spending for digital healthcare and pharmaceutical companies in the United States will reach $20 billion in 2025. Every dollar spent should advance the cause of improving outcomes by connecting audiences to key services, treatments, and technologies.
Google Marketing Platform integrates the widely adopted Google Analytics 360 enterprise analytics platform with Display & Video 360, the industry’s leading demand-side platform, and Campaign Manager 360, the leading ad server and digital advertising analytics platform. These tools help marketers negotiate the best digital media placements across ad networks like Google, YouTube, and dozens of third-party ad exchanges, including static, video, app, audio, and OOH Helps you perform media buying on ad types. By adopting and integrating these three tools, companies can better control data sharing with their advertising partners.
Eli Lilly Hires Campaign Manager 360 With privacy in mind: “We also look at potential risks to consumer privacy to guide our data usage and first-party data strategy. Based on this, Campaign Manager 360 We took ownership of the ad serving contract for , which gave us complete transparency into our media spend, performance and measurement, as well as easy integration with solutions like Google Analytics 360. I did.”
This control allows Elil Lilly’s digital team to quickly and easily test marketing messages across channels. Their experimental cycle showed that a personalized approach increased his ROI for brands from 12% to 35%, depending on the marketing channel. They were able to demonstrate tangible business outcomes from personalized messages.
St. Jude Children’s Research Hospital It famously relies on small donations to fund critical young cancer research. The company used Google Marketing Platform to increase donations by 46% year-over-year. This is partly due to the $3 million raised in donations for replacing an outdated telethon format with a YouTube livestream that leverages new advertising formats for promotion.
Advanced analytics for both marketers and health records
With Google Marketing Platform, healthcare companies can easily connect to the cloud to create their own segmentations and perform in-depth analytics. BigQuery is a popular Google Cloud Platform tool used to ingest and transform data from Google Marketing Platform and merge it with existing data sets. I’ve written quite a few articles about the benefits of connecting digital data to BigQuery. Analysts can use raw data and apply machine learning models to develop unique statistical models or audiences that can enhance digital campaigns. The connection from GMP to BigQuery is very strong, allowing businesses to delve even deeper into the cloud beyond customer experience and digital advertising data.
96% of doctors We agree that easy access to vital health information could save patients’ lives. Google Cloud Platform Google Cloud Healthcare Data EngineThis toolkit enables healthcare organizations to develop custom solutions to address data interoperability challenges and get the most out of them. FHIR standard.
With the Healthcare Data Engine, businesses can quickly create a useful longitudinal record of patient data and better because they can readily map more than 90% of HL7v2 messages to the FHIR of the leading Electronic Health Record System (EHR). Reduce total costs while enabling pathways to care. cost of ownership. Businesses can make better, real-time decisions about population health, resource utilization, clinical trial optimization and research acceleration, identification of high-risk patients, and other critical needs using health insights. can be done.
It is built on GCP’s Healthcare API to enable easy and standardized data exchange between healthcare applications and solutions built on Google Cloud. Supporting healthcare data standards such as HL7® FHIR®, HL7® v2, and DICOM®, it provides a fully managed, highly scalable, enterprise-level development environment for securely building clinical and analytical solutions on Google Cloud. increase. The Cloud Healthcare API also includes additional value-added features such as automated DICOM and FHIR anonymization to better prepare your data for solutions. Google Cloud Platform supports HIPAA compliancehas become an attractive platform for digital transformation in healthcare.
Learn more in these solution playbooks put together for National Institutes of Health (NIH) and the Google Cloud Next meeting.
There are many risks associated with implementing digital transformation initiatives for healthcare companies. Google’s integrated enterprise services are worth considering and can play a central role in major organizations’ martech maps.
