Yes, but it has to be set up with care. Most websites use small pieces of code called tags or pixels. They send data about visitors to tools like Google Analytics and Facebook. On a healthcare site, that data can include things like the page a person visited, a form they filled out, or the type of appointment they booked. That can count as protected health information, or PHI.
Government regulators have said that sending this kind of data to ad platforms can be a HIPAA violation. Many hospitals and clinics have been fined or sued over it. The good news is that you can still measure your marketing. You just need to control what data leaves your site and where it goes.
Signs this is your problem
What we do about it
Hospitals, health systems, clinics, telehealth companies, and the agencies that market for them.