Navigating the New Rules of Healthcare Advertising

Jeremy Mittler is the Co-founder and CEO of Blueprint Audiences. With nearly two decades in healthcare, advertising, and privacy, Jeremy has shaped how marketers reach patients and providers. At Blueprint, he is creating a new, privacy-safe way to build health audiences that ensures compliance across HIPAA and state privacy laws. In this episode… Healthcare marketers face mounting pressure to deliver personalized ads while ensuring compliance across the Health Insurance Portability and Accountability Act (HIPAA) and the growing list of state privacy laws, where gray areas around sensitive and consumer health information make compliance especially complex. Marketers who rely on broad targeting and legacy ad tech tools are finding that old methods no longer meet legal requirements. So, how can companies target health audiences in a way that is effective and aligns with privacy obligations?  Rather than treating privacy as a trade-off with precision, healthcare marketers can start by building a privacy-safe experience for consumers who see their ads, and optimizing for business goals from there. Proven methods, such as contextual advertising and using opted-in consented data and aggregated insights on personal information, ensure effective and privacy-forward campaigns. Yet these methods alone are not enough. Marketers and companies alike need to perform due diligence on their vendors and third-party ad tech platforms, especially as AI introduces new risks. Marketers can take simple steps, such as testing consumer opt-outs and exercising their privacy rights on vendor sites, to ensure the technology works as intended.  In this episode of She Said Privacy/He Said Security, Jodi and Justin Daniels talk with Jeremy Mittler, Co-founder and CEO of Blueprint Audiences, about how companies can create privacy-safe healthcare audience segments. Jeremy explains why relying solely on HIPAA is no longer sufficient in meeting compliance obligations and outlines challenges companies face while navigating the patchwork requirements of evolving state privacy laws. He details practical methods that allow marketers to reach the right audiences without compromising privacy and describes why vendor due diligence must go beyond checklists, urging marketers to test vendor ad tech platforms and to think like consumers when assessing ad experiences. Jeremy also discusses how AI complicates the boundary between aggregated and personal data and how emerging regulatory trends are reshaping healthcare advertising.