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Future Proofing Your Digital Engagement
Seek first-party consent – at scale – for data use
Mar 01, 2022
Marketers: It’s time to get serious about data privacy and consent-based marketing. With the data privacy movement continuing to gain momentum in the U.S., and the deprecation of third-party cookies, ensuring a first-party, permission-based relationship with your targets – no matter which channel they engage with you – is crucial for successful digital engagement.
Life sciences companies can ensure that their marketing campaigns to healthcare professionals (HCPs) will be future proofed to address the legislative, technological, and public opinion forces that may change current practices. How? By ensuring “Consent at Scale” HCP data, so that omnichannel marketing can fulfill its promise of reaching the right audience with the right message at the right time – and now, with the right permissions.
A shifting legislative landscape
In general, the U.S. has taken a more hands-off approach to data privacy than European countries; there is no comprehensive legislative structure at the federal level yet. Data privacy is seen as a consumer rights issue and is being addressed primarily by grassroots efforts at the state level. Although various proposals for superseding federal laws have been proposed, none have advanced very far in the legislative process to date.
At the state level, California stands out as the first state to have passed a major data privacy law: The California Consumer Privacy Act (CCPA). As a consumer-led effort, the CCPA was written from the consumer’s point of view. In contrast, two other states, Colorado and Virginia, have passed more business-friendly laws which will take effect in 2023. Meanwhile, many other states have proposed legislation that, if enacted, would impact practices in about half of the country.
Big tech interventions
Big tech companies (in particular, Amazon, Microsoft, Google, and Meta who all have advertising businesses that are dependent on consumer data) are lobbying to minimize future legislative restrictions. Although most other countries require that consumers opt-in to have their data used for marketing purposes, big tech companies in the U.S. are promoting the concept of opt-out provisions. An opt-out provision, such as is included in the CCPA (which requires active steps to stop data usage), is considered a lower bar of privacy protection that the opt-in provision (which requires active steps to permit data usage).
In a “better-to-police-ourselves-than-to-be-regulated-move,” Google Chrome has plans to block all third-party cookies. While this was to take effect sooner, the deadline has been pushed back to 2023. The industry should use this extra time to prepare and to ensure that it is purchasing information for which people have given their consent.
The answer demands first-party consent at scale
While there may be technological solutions that can work in non-healthcare marketing (such as using probabilistic machine learning to identify cohorts of consumers, for example), big tech companies, such as Google, would position these new technologies as innovative privacy technology. However, from my perspective, this is a technology invented for obfuscation of privacy due to their inability to achieve consumer “Consent at Scale.” In the world of marketing to individual HCPs, there is only one way forward; marketers will need to ensure that the HCPs they’re approaching digitally have given their consent for their data to be used for marketing purposes. To capture consent efficiently and to be able to use it broadly, life sciences marketers will need to ensure that their data providers can deliver Consent at Scale.
Consent at Scale has five pillars:
- Coverage: At least 90% of a target audience under a single privacy policy.
- Physician-Level Data: Permission to report on the activity of an identified individual.
- Consistent Identity Data: Consistent identity data across all channels and business uses.
- Omnichannel Consent: The same consent across all channels.
- Futureproof: Able to stay ahead of legislative and technology changes.
A word to the wise
The data privacy landscape is very dynamic, and is bound to change in significant ways, either from a regulatory and/or technology standpoint. It’s best to stay apprised and get prepared by adopting a plan that incorporates HCP data that is permission-based – and at scale. This is most easily done by working with a data provider who has already established a data privacy framework that captures HCP consent with a consistent privacy policy and in a way that allows HCP engagement across the digital marketing spectrum.
The future of marketing communications within healthcare will almost certainly entail respecting individuals’ right to have their information shared and used for marketing only upon their express consent. Companies should be preparing to ensure that they and their agencies are selecting data that is futureproofed in this way.
For more details on our recommendations for future proofing your multi-channel marketing efforts, contact us.
HCP Consent at Scale: The Answer to Future-Proofing HCP Digital Engagement
Are you prepared to maintain the strength of your healthcare provider digital engagement activities as new privacy regulations and technology changes take effect?
Watch our webinar HCP Consent at Scale: The Answer to Future-Proofing HCP Digital Engagement. We will share the critical components in developing a scalable HCP consent framework that supports changes in privacy regulations and technology. This information will become the foundation of your ongoing 1:1 digital engagement strategies.
Watch our webinar HCP Consent at Scale: The Answer to Future-Proofing HCP Digital Engagement. We will share the critical components in developing a scalable HCP consent framework that supports changes in privacy regulations and technology. This information will become the foundation of your ongoing 1:1 digital engagement strategies.