Greenwood, Indiana — March 27, 2025 — Target Continuum, a leader in transforming healthcare brand communications through HIPAA-compliant, patient-first marketing strategies, is poised to assist healthcare marketers in navigating the upcoming changes to Google Tag Manager (GTM) set to take effect on April 10, 2025.
Google’s update will automatically load the Google tag before firing any Google Ads or Floodlight event tags, aiming to enhance tracking accuracy and data collection for advertisers. While this change promises improved data reliability, it introduces potential compliance challenges for healthcare organizations governed by HIPAA regulations.
The update may inadvertently activate paused or improperly configured tags, leading to unintended data collection and potential exposure of protected health information (PHI). Healthcare marketers must proactively audit their GTM configurations to ensure that all active tags comply with HIPAA standards and that any unnecessary or paused tags are appropriately managed.
Target Continuum specializes in integrating HIPAA compliance with advanced behavioral science to develop high-performance, patient-first marketing journeys. Our expertise positions us uniquely to guide healthcare brands through these GTM changes, ensuring both compliance and optimization of marketing efforts.
Recommended Actions for Healthcare Marketers:
- Conduct a Comprehensive Tag Audit: Review all tags within your GTM container to identify and assess active, paused, and unnecessary tags.
- Ensure HIPAA Compliance: Verify that all active tags are configured to prevent the collection or transmission of PHI to unauthorized third parties.
- Implement Server-Side Tagging: Consider transitioning to server-side tagging solutions to enhance data control and compliance.
- Monitor and Update Regularly: Establish ongoing monitoring protocols to adapt to future updates and maintain compliance.
“At Target Continuum, we understand the complexities healthcare marketers face in balancing effective digital strategies with stringent compliance requirements,” said Keaton Wright, Founder and COO at Target Continuum. “Our team is dedicated to providing the expertise and support needed to navigate these GTM changes seamlessly, ensuring our clients remain both effective and compliant in their marketing endeavors.”
For more information on how Target Continuum can assist your organization in preparing for the GTM update, please visit targetcontinuum.com or contact us at rmarkland@targetcontinuum.com.