{"id":2234,"date":"2022-01-10T10:26:57","date_gmt":"2022-01-10T15:26:57","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/10\/you-me-and-privacy-heres-what-brand-marketers-can-learn-from-regulated-industries-like-crypto-and-healthcare\/"},"modified":"2022-01-10T10:26:57","modified_gmt":"2022-01-10T15:26:57","slug":"you-me-and-privacy-heres-what-brand-marketers-can-learn-from-regulated-industries-like-crypto-and-healthcare","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/you-me-and-privacy-heres-what-brand-marketers-can-learn-from-regulated-industries-like-crypto-and-healthcare\/2234\/","title":{"rendered":"You, Me and Privacy: Here\u2019s What Brand Marketers Can Learn from Regulated Industries Like Crypto and Healthcare"},"content":{"rendered":"\n

By Joseph Antonucci, Director of Strategy & Planning, Croud<\/em><\/p>\n\n\n\n\n\n

In 1968, Andy Grove became the third person Intel Corporation ever hired. He was president of the business by 1979, CEO by 1989\u2014and CEO and Chairman in 1999, a title he held until 2016.<\/p>\n\n\n\n\n\n\n\n

To many, he\u2019s regarded as the founding father of Silicon Valley, which is to say that what he thinks, feels and says matters. In an interview in 2007,<\/a> he said\u00a0 that \u201cprivacy is one of the biggest problems in this new electronic age.\u201d<\/p>\n\n\n\n\n\n\n\n

How right he was then and is now.<\/p>\n\n\n\n\n\n\n\n

Almost fifteen years later, privacy has become the<\/em> battleground that cannot be avoided, with new laws and regulations emerging year after year.<\/p>\n\n\n\n\n\n

Apple<\/a>, seeking to adopt the role of privacy enforcers, has revised their privacy policy so that app developers now have access to anonymized data, marking a significant shift away from presenting personal information specific to users. Google has also made some effort to protect consumers\u2019 best interests, introducing plans to block third-party cookies<\/a>, from 2023.<\/p>\n\n\n\n\n\n

While some industries are necessarily changing their stance after enjoying relatively relaxed measures, others have taken things in stride. Some sectors, such as healthcare and the rapidly-emerging crypto market, were subjected to tough privacy laws from the get-go.<\/p>\n\n\n\n\n\n\n\n

Brand marketers in these industries have developed successful marketing strategies under the context of strong privacy laws for years. Now, marketers from across industries are looking to these sectors as case studies for how to operate in a privacy-first world.<\/p>\n\n\n\n\n\n\n\n

Here\u2019s what we\u2019ve learned.<\/p>\n\n\n\n\n

Health and Safety (and Privacy)<\/strong><\/h2>\n

Digital advertising in the healthcare sector is booming. Adspend in the U.S. reached $11.25bn in 2021<\/a>, an 18% bump year-over-year.<\/p>\n\n\n\n\n\n

Healthcare is big business, of course, but marketers must adhere to strict regulatory requirements and simultaneously consider the privacy laws safeguarding the public.<\/p>\n\n\n\n\n\n\n\n

With these concerns in mind, brand marketers in the healthcare sector are moving away from specific targeting, in favor of building generic consumer personas. By targeting generic consumer personas, healthcare brands avoid becoming ensnared in ethical dilemmas. Customer experiences are improved, and marketers can continue to utilize discrete datasets.<\/p>\n\n\n\n\n\n\n\n

Observing social media trends as well as traffic to particular websites can help further shape advertising strategies. Brands and advertisers can target keywords and phrases that prospective consumers use, meaning ads can reach the relevant demographics without breaching privacy laws through targeting specific consumers.<\/p>\n\n\n\n\n\n\n\n

New York-Presbyterian\u2019s Vital Urgent Care campaign is a solid example of effective keyword targeting. Their approach vis-\u00e0-vis healthcare regulations includes adopting a policy based on three core pillars:<\/p>\n\n\n\n\n