{"id":15999,"date":"2020-10-30T00:23:56","date_gmt":"2020-10-30T00:23:56","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=15999"},"modified":"2020-11-26T14:48:07","modified_gmt":"2020-11-26T14:48:07","slug":"article-transparency-essential-privacy-first-marketing-meltmedia-oct-2020","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=15999","title":{"rendered":"Article: Transparency is Essential in Privacy First Marketing &#8211; meltmedia &#8211; Oct 2020"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"15999\" class=\"elementor elementor-15999\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9cddaa9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9cddaa9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a8e602f\" data-id=\"a8e602f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c9a823f elementor-widget elementor-widget-heading\" data-id=\"c9a823f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Article: Transparency is Essential in Privacy First Marketing - Oct 2020<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6653d20 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6653d20\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b5c4ca3\" data-id=\"b5c4ca3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d20d300 elementor-widget elementor-widget-image\" data-id=\"d20d300\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/sue-zobrist-headshot-round.png\" class=\"attachment-full size-full wp-image-16007\" alt=\"sue zobrist\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/sue-zobrist-headshot-round.png 200w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/sue-zobrist-headshot-round-150x150.png 150w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8c9e3bd\" data-id=\"8c9e3bd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aea57fe elementor-widget elementor-widget-heading\" data-id=\"aea57fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Sue Zobrist, meltmedia<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-f32c53a elementor-widget elementor-widget-spacer\" data-id=\"f32c53a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-98faa32 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"98faa32\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b7dbb87\" data-id=\"b7dbb87\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c9db49c elementor-widget elementor-widget-text-editor\" data-id=\"c9db49c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<hr><div>&nbsp;<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f55807c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f55807c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8069255\" data-id=\"8069255\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-268ac4a elementor-widget elementor-widget-heading\" data-id=\"268ac4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Privacy First Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-d70c7c5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d70c7c5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-9bd47c0\" data-id=\"9bd47c0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e2b8ba8 elementor-widget elementor-widget-text-editor\" data-id=\"e2b8ba8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>\u201cCompanies want to be good at privacy and security, but it is often difficult to know where or how to start. And today, breaches are happening further and further away from the original point of contact. This has made some organizations reluctant to get near their data. But you can\u2019t do that. You have to find a way to get a handle on your data collection and put that data to use.\u201d<\/em> So says Josh Kennedy, Information Security Officer at meltmedia, a Tempe-based digital agency.<br \/><br \/>At a recent internal round table session, Kennedy and meltmedia colleagues Mike Moulton, Ashley Beckman and Chris Shaver talked about Privacy First Marketing, a topic that is getting a lot of attention from meltmedia\u2019s clients. As the discussion unfolded, several key ideas emerged:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9fd281 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"a9fd281\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Customers are willing to share data, but there has to be transparency to how it is being used<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Guidelines and management tools exist, but you need some expertise to navigate them<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Partnerships can play a critical role<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-86611f9\" data-id=\"86611f9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5cc5485 elementor-widget elementor-widget-image\" data-id=\"5cc5485\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia.jpg\" class=\"attachment-full size-full wp-image-16000\" alt=\"privacy first marketing\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia.jpg 800w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia-300x300.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia-600x600.jpg 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/10\/privacy-first-marketing-meltmedia-768x768.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39b9913 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39b9913\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fe91b4f\" data-id=\"fe91b4f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-01d7f98 elementor-widget elementor-widget-spacer\" data-id=\"01d7f98\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-390b518 elementor-widget elementor-widget-heading\" data-id=\"390b518\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Customers demand transparency<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67b8dab elementor-widget elementor-widget-text-editor\" data-id=\"67b8dab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Moulton, Chief Technology Officer\/Partner, observed <em>\u201cCustomers are now more keenly aware of their own digital footprint and are holding organizations responsible for being good stewards of their data. I believe many customers are willing to continue sharing information that will help brands deliver a better, more personalized experience, as long as there is transparency and influence around how their data is used.\u201d<\/em> Added Kennedy, <em>\u201cEnd users should be empowered to make decisions on how their data is used and let them make informed choices on what they choose to share. Showing that you take this responsibility seriously and helping the customer understand the benefit of allowing data to be collected is critical.\u201d<\/em><br \/><br \/>The team pointed to the growing use of opt-in language and cookie permission as examples of giving customers that voice. Cookie management tools like OneTrust and TrustArc can give end-users more visibility into how data is used. However, cookies still present a challenge to healthcare marketers. The launch of Apple\u2019s Intelligent Tracking Prevention in Safari has led to an environment where marketers can no longer rely on the accuracy of third-party cookies to understand their audiences\u2019 needs. This puts an increased focus on brands to use first-party cookies.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a5394e5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a5394e5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-60a68b4\" data-id=\"60a68b4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-49fdf83 elementor-widget elementor-widget-image\" data-id=\"49fdf83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"112\" height=\"93\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2019\/09\/iconfinder_quote2_4918929-light-gray-e1660068658816.png\" class=\"attachment-full size-full wp-image-10647\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0c57679\" data-id=\"0c57679\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e3f55c5 elementor-widget elementor-widget-text-editor\" data-id=\"e3f55c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>\u201cTechnically this can be difficult as most brands often have multiple websites, from unbranded education sites to patient and HCP sites that all have unique domains and thus, their own separate first-party identifiers,\u201d<\/em> Moulton noted. <em>\u201cOne potential solution requires brands to implement cookie-synching technologies, a mainstay of traditional AdTech platforms. However, such solutions have not typically been deployed at the brand website level, meaning there aren\u2019t many off-the-shelf solutions that brands can employ &#8212; yet. In this gap, meltmedia has been working with clients to develop custom solutions that enable the use of first-party cookies for each website while still maintaining user identity across a brand\u2019s portfolio of sites.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-b8999f0 elementor-widget elementor-widget-text-editor\" data-id=\"b8999f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Added Beckman, Operations Project Manager, \u201cCookie management really requires a multipronged approach and a team that understands the component parts and how those parts are interrelated. First and foremost, you need a deep understanding of privacy frameworks and their regulation of cookies. This ensures you can be an advocate for both client functionality AND consumer privacy.<\/p><p><em>\u201cNext, it\u2019s also important to understand cookie preferences for each of the different browsers, as well as their role in defining industry trends for privacy. For us, that means we are better able to anticipate and align with individual browser privacy functions and continue to evolve our understanding of how users typically interact with web browsers and default cookies settings. Though complex, this foundational understanding is what enables us to succeed in creating products for our clients that are both compliant and functional.\u201d <\/em>She concluded <em>\u201cCustomers want you to treat their data as if it were your own. If you can project that kind of empathy with your audience, they will be more willing to trust you with their personal data.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8823135 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8823135\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-17f29a7\" data-id=\"17f29a7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-634e05f elementor-widget elementor-widget-spacer\" data-id=\"634e05f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-340a688 elementor-widget elementor-widget-heading\" data-id=\"340a688\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Guidelines and tools give you flexibility<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6730f06 elementor-widget elementor-widget-text-editor\" data-id=\"6730f06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tFor nearly 25 years, the healthcare industry in the US followed the privacy principles set forth in HIPAA, the Health Insurance Portability and Accountability Act of 1996. For a while, that was enough. However, as digital activities accelerated and personal data collection became a must-have for marketers trying to personalize their outreach efforts, HIPAA was too narrow. In the last five years, Europe took the lead in setting clear guidelines for the collection and use of personal data. This initiative, known as the General Data Protection Regulation (GDPR), essentially defines your ability to interact with European citizens.<br><br><em>\u201cGDPR set out an amazing framework that was more about how to think about data rather than just a collection of restrictions,\u201d Kennedy noted. \u201cI think we are going to see more and more developed nations adopt some kind of privacy\/security guideline. In the US right now, the California Consumer Privacy Act (CCPA) is leading the way and Brazil has started to develop a plan in Latin America.\u201d<\/em> Moulton was quick to add, <em>\u201cYes, we have guidelines. But I believe customers are looking for organizations to be proactive here, not waiting for regulations to force them to be transparent. Be responsible about protecting privacy because it\u2019s the right thing to do. What\u2019s important here is not for companies to simply comply with GDPR or CCPA, but to comply with the intent of the law across all their data practices.\u201d<\/em><br><br>The meltmedia team went through a GDPR attestation process in order to develop in-house expertise around these guidelines and continues to use the SaaS management company OneTrust to track compliance. Said Beckman, who led the attestation process for meltmedia, <em>\u201cOne of the things we learned is that the framework of GDPR is customizable to your business. It\u2019s not a certification that has a hard-set standard. Compliance is not a static thing; these guidelines are living, breathing entities so you have to remain vigilant.\u201d<\/em><br><br>Another tool used by meltmedia is Keystone. Explained Shaver, Solutions Architect, <em>\u201cKeystone gives us a unique capability to be compliant, especially in collecting data from forms. We can decide exactly what data to share forward.\u201d<\/em> The adoption of Keystone required meltmedia to do a Business Associate Addendum (BAA) with Amazon. The BAA is a contract required under HIPAA rules to ensure that Amazon Web Services (AWS) appropriately safeguards protected health information (PHI).<br><br>Shaver said, \u201cOur clients&#8217; skill in privacy and data safety runs the full gamut from large, sophisticated in-house operations to small start-ups with few internal resources or knowledge. We have made it a priority for our team to get the training and certifications to truly assist our clients, no matter where they are.\u201d\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-99f47ff elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"99f47ff\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8edfeeb\" data-id=\"8edfeeb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-26e9026 elementor-widget elementor-widget-spacer\" data-id=\"26e9026\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5ad7cd elementor-widget elementor-widget-heading\" data-id=\"c5ad7cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Partnerships matter<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-814bf6c elementor-widget elementor-widget-text-editor\" data-id=\"814bf6c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tOne way to take a proactive approach to privacy-first marketing is to engage with qualified partners who understand the world of data collection and analytics in today\u2019s market. Moulton said, \u201cThere are lots of vendors and tools out there. Some are very protective of their data and analytics. They won\u2019t directly share the data. We believe that data &#8212; both actively and passively collected &#8212; is owned by the brand. Brands need to know what data they are collecting, who has it, and how it is being used. Brands must have a strong relationship with their data and not let partners obscure it from them.\u201d<br><br>How can you choose a good partner? Here are characteristics you can prioritize:\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00d4e9e elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"00d4e9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><b>Attitude<\/b> -- Do they seek to understand your business and your goals first? Do they demonstrate respect for  personal data? Are they focused on customizing a plan to your specific needs?<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><b>Expertise<\/b> -- Do they hold certifications and other training credentials? Have they succeeded in developing projects similar to yours (or have they failed and learned valuable lessons)?<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><b>Transparency<\/b> -- Do they believe that you own the data and have a right to full knowledge of all data collected and analyzed? Can they demonstrate openness in dealing with other partners you employ?<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><b>Track Record<\/b> -- Do they have professional references? Can they cite examples of successful projects and provide details (without violating any other client\u2019s privileged information)?<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8a19df1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8a19df1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3e14eaa\" data-id=\"3e14eaa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2d26ec elementor-widget elementor-widget-text-editor\" data-id=\"c2d26ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMoulton concluded, \u201cOur clients are becoming more aware of the data they are collecting and sharing. We recognize that it can be overwhelming if you don\u2019t understand it. It took some time and effort to become adept at collecting patient data under HIPAA, and we need to be just as careful with marketing data collected. There\u2019s a lot of responsibility in doing it right. But we celebrate that we are seeing improvement and success every day.\u201d\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f101d92 elementor-widget elementor-widget-spacer\" data-id=\"f101d92\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a24aa27 elementor-widget elementor-widget-text-editor\" data-id=\"a24aa27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-size: 16px; font-weight: 900;\">Learn more about Sue Zobrist on <a href=\"https:\/\/www.linkedin.com\/in\/sue-zobrist-119a403\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a>.<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9f7aa5 elementor-widget elementor-widget-spacer\" data-id=\"a9f7aa5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a42363 elementor-widget elementor-widget-text-editor\" data-id=\"4a42363\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<hr><div>&nbsp;<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-746498f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"746498f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8064f76\" data-id=\"8064f76\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f016f80 elementor-widget elementor-widget-heading\" data-id=\"f016f80\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Subscribe to our Mailing List<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cfe74d elementor-widget elementor-widget-text-editor\" data-id=\"1cfe74d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; }<br \/>\t\/* Add your own MailChimp form style overrides in your site stylesheet or in this style block.<br \/>\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/<br \/><\/style>\n<div id=\"mc_embed_signup\"><form id=\"mc-embedded-subscribe-form\" class=\"validate\" action=\"https:\/\/digitalhealthcoalition.us4.list-manage.com\/subscribe\/post?u=e184b84d4d47e2479e9843837&amp;id=b16c652e55\" method=\"post\" name=\"mc-embedded-subscribe-form\" novalidate=\"\" target=\"_blank\">\n<div id=\"mc_embed_signup_scroll\">\n<p style=\"font-size: 18px;\">Receive more DHC content like this directly in your inbox. We will respect your privacy and never sell your information. View our <a href=\"http:\/\/digitalhealthcoalition.org\/privacy-policy\/\" target=\"_blank\" rel=\"noopener\">Privacy Policy<\/a>.<\/p>\n\n<div><\/div>\n<div class=\"indicates-required\"><span class=\"asterisk\">*<\/span> indicates required<\/div>\n<div><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-EMAIL\">\nEmail Address <span class=\"asterisk\">*<\/span> <\/label>\n<input id=\"mce-EMAIL\" class=\"required email\" name=\"EMAIL\" type=\"email\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-FNAME\">First Name <\/label>\n<input id=\"mce-FNAME\" class=\"\" name=\"FNAME\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-LNAME\">Last Name <\/label>\n<input id=\"mce-LNAME\" class=\"\" name=\"LNAME\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE3\">Company <\/label>\n<input id=\"mce-MMERGE3\" class=\"\" name=\"MMERGE3\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE8\">Do you work for a pharmaceutical company? <\/label>\n<select id=\"mce-MMERGE8\" class=\"\" name=\"MMERGE8\">\n<option value=\"\"><\/option>\n<option value=\"Yes\">Yes<\/option>\n<option value=\"No\">No<\/option>\n<\/select><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE9\">Job Title <\/label>\n<input id=\"mce-MMERGE9\" class=\"\" name=\"MMERGE9\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"mc-field-group\"><label for=\"mce-MMERGE10\">Work Phone <\/label>\n<input id=\"mce-MMERGE10\" class=\"\" name=\"MMERGE10\" type=\"text\" value=\"\" \/><\/div>\n<div id=\"mce-responses\" class=\"clear\">\n<div id=\"mce-error-response\" class=\"response\" style=\"display: none;\"><\/div>\n<div id=\"mce-success-response\" class=\"response\" style=\"display: none;\"><\/div>\n<\/div>\n<!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n<div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input tabindex=\"-1\" name=\"b_e184b84d4d47e2479e9843837_b16c652e55\" type=\"text\" value=\"\" \/><\/div>\n<div class=\"clear\"><input id=\"mc-embedded-subscribe\" class=\"button\" name=\"subscribe\" type=\"submit\" value=\"Subscribe\" \/><\/div>\n<\/div>\n<\/form><\/div>\n<script type=\"text\/javascript\" src=\"\/\/s3.amazonaws.com\/downloads.mailchimp.com\/js\/mc-validate.js\"><\/script><script type=\"text\/javascript\">(function($) {window.fnames = new Array(); window.ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';fnames[3]='MMERGE3';ftypes[3]='text';fnames[4]='MMERGE4';ftypes[4]='text';fnames[5]='MMERGE5';ftypes[5]='text';fnames[6]='MMERGE6';ftypes[6]='text';fnames[7]='MMERGE7';ftypes[7]='text';fnames[8]='MMERGE8';ftypes[8]='dropdown';fnames[9]='MMERGE9';ftypes[9]='text';fnames[10]='MMERGE10';ftypes[10]='text';}(jQuery));var $mcj = jQuery.noConflict(true);<\/script>\n<!--End mc_embed_signup-->\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Article: Transparency is Essential in Privacy First Marketing &#8211; Oct 2020 Sue Zobrist, meltmedia &nbsp; Privacy First Marketing \u201cCompanies want to be good at privacy and security, but it is often difficult to know where or how to start. And today, breaches are happening further and further away from the original point of contact. This&#8230;<\/p>\n","protected":false},"author":5,"featured_media":16000,"parent":0,"menu_order":155,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-15999","page","type-page","status-publish","has-post-thumbnail","hentry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Article: Transparency is Essential in Privacy First Marketing - Oct 2020 Sue Zobrist, meltmedia Privacy First Marketing \u201cCompanies want to be good at privacy and security, but it is often difficult to know where or how to start. And today, breaches are happening further and further away from the original point of contact. 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