In a civil lawsuit filed in North Carolina, two unidentified plaintiffs from North Carolina and Michigan have accused Atrium Health of violating patient privacy by sharing sensitive information with Facebook and Google for targeted advertising. The Charlotte Observer was the first to report on this lawsuit, featuring screenshots from the lawsuit that show Atrium Health’s website actively using Meta’s Pixel application, which collects browsing data like IP addresses and accesses typed form details including user names and contact information.
According to court filings, Atrium Health allegedly removed the code after facing negative press and litigation against other healthcare companies for engaging in similar unlawful activities. However, despite this, Atrium Health’s website does not disclose the use of Pixel but instead acknowledges the use of cookies and similar technology to track online activity for recommending services and products to assess the effectiveness of content and marketing efforts.
The use of Pixel raises concerns about patient privacy and data protection. As such, there is a closer examination of the healthcare system’s digital marketing strategies and their implications on patient information security.
In recent years, healthcare providers have been under scrutiny for using third-party technologies to collect data on patients without their knowledge or consent. This practice can result in patients feeling violated and compromised when it comes to their personal information. Therefore, it is essential that healthcare providers take steps to protect patient privacy while also leveraging digital marketing strategies to improve care delivery.
Atrium Health has not yet responded to the allegations made in the lawsuit. However, it is clear that this case highlights the importance of transparency when it comes to digital marketing practices in healthcare. Patients must be informed about how their data is being used so that they can make informed decisions about their care.
As technology continues to evolve, healthcare providers must stay up-to-date with changing regulations and best practices for protecting patient privacy. They must also prioritize transparency when it comes to their digital marketing strategies so that patients feel confident in their ability to control their personal information.