Balancing Personalization and Compliance

Personalization is often discussed among commercial and especially retail organizations--to drive additional sales, or to get a customer to add another related product to the cart. It's table stakes in a marketer's world, and the ROI on investing in a personalized experience is proven and well-documented.

But what about their counterparts in highly regulated industries, like healthcare, manufacturing, government agencies, etc.? The density of their information and the need to efficiently deliver it to a diverse set of audiences is a tailor-made case for personalization. However, marketers in these industries often don't dare wade into these waters for fear of being smacked down by a conservative privacy team or required adherence to data privacy regulations like the Health Insurance Portability and Accountability Act (HIPAA), General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA).

The reality is that users interacting with regulated information in one aspect are often the same users who enjoy the ease of personalization from Amazon, 1800-Contacts and other big brands. They have similar expectations of you too. So how can highly regulated industries deliver a better personalized experience without stepping out of bounds with privacy? Read on for my tips...

The bottom line is that a seamless personalized experience that delivers powerful results is entirely possible within highly regulated industries, just as much as in commercial / retail enterprises. With proper upfront planning, requirements gathering and involvement from your privacy team, the return on investment can be just strong.

Visit Our Work to see recent work samples in healthcare, manufacturing, government, and more.