Learning from BetterHelp's $7M Fine: Prevention Strategies for Imaging Services
Imaging services face unique HIPAA compliance challenges when running digital ads, as diagnostic data and scan results are among the most sensitive PHI categories. BetterHelp's recent $7.8 million FTC settlement highlights how healthcare marketing missteps can trigger massive penalties. For radiology centers, MRI facilities, and diagnostic imaging providers, the stakes are even higher given the visual nature of patient data and complex referral tracking requirements.
Three Critical Compliance Risks for Imaging Services
Meta's Broad Targeting Exposes Patient Diagnostic Data
Imaging centers using Facebook's Custom Audiences often upload patient lists containing procedure codes, referral sources, and appointment data. Meta's pixel automatically captures this information, creating unauthorized PHI sharing that violates HIPAA's minimum necessary standard.
Client-Side Tracking Leaks Scan Appointment Details
Traditional Google Analytics implementation on imaging service websites captures URL parameters containing patient IDs, procedure types, and scheduling information. The HHS Office for Civil Rights specifically warns that this client-side data collection violates HIPAA when PHI is involved.
Cross-Device Retargeting Creates PHI Trails
Imaging services retargeting patients across devices risk linking personal browsing behavior with diagnostic procedures. Unlike client-side tracking that occurs in browsers, server-side tracking processes data in controlled environments before sending anonymized conversion signals to ad platforms.
Curve's PHI Stripping Solution for Imaging Services
Client-Side PHI Detection and Removal
Curve's tracking system automatically identifies and strips protected health information from imaging service websites before any data reaches advertising platforms. Our solution recognizes procedure codes, patient identifiers, and diagnostic terminology specific to radiology and imaging workflows.
Server-Side Processing for Maximum Security
All conversion data flows through Curve's HIPAA-compliant servers where additional PHI filtering occurs. We use Meta's Conversions API and Google's Enhanced Conversions to send only anonymized, aggregated signals back to ad platforms while maintaining campaign optimization capabilities.
EHR Integration Without PHI Exposure
For imaging services, Curve connects with popular systems like Epic, Cerner, and specialized PACS platforms. Our implementation process includes:
Mapping imaging-specific conversion events (appointments, completed scans, referrals)
Setting up server-side tracking containers with 20+ hours saved vs manual configuration
Configuring automated PHI stripping for radiology-specific data fields
HIPAA Compliant Imaging Marketing Optimization Strategies
Implement Enhanced Conversions with PHI-Free Tracking
Use Google's Enhanced Conversions feature through Curve's server-side implementation to improve conversion tracking accuracy without exposing patient diagnostic information. This approach maintains campaign optimization while ensuring full HIPAA compliance for imaging services.
Leverage Meta CAPI for Secure Audience Building
Replace risky Custom Audiences with Meta's Conversions API integration that sends anonymized conversion signals. This strategy allows imaging centers to build effective lookalike audiences based on patient behavior patterns rather than actual PHI data.
Create Procedure-Specific Landing Pages
Develop separate landing pages for different imaging services (MRI, CT, ultrasound) with unique tracking parameters that don't contain patient identifiers. AWS HIPAA-eligible services can host these pages with proper Business Associate Agreements in place.
Ready to Run Compliant Google/Meta Ads?
Don't let HIPAA violations derail your imaging service's growth. Curve's automated PHI stripping and server-side tracking solution ensures your advertising campaigns remain compliant while maximizing patient acquisition.
Mar 22, 2025