Healthcare marketing is changing. With third-party data on the decline, first-party data has become the foundation for building trust and creating better patient experiences. The question isn’t whether to use it—it’s what to collect, how to protect it, and how to put it to work while maintaining strict compliance.

Here’s our two cents.

Key Types of First-Party Data to Collect

Not all first-party data is equally useful, or necessary. Focusing on the right information helps healthcare organizations personalize communication while staying compliant with HIPAA and other regulations.

Contact Information
The basics—like name, email address, and phone number—are essential for maintaining direct communication with patients and prospects. Whether it’s appointment reminders or follow-up care resources, these details form the foundation of engagement. Note that once someone becomes a patient, these basics may also fall under HIPAA protections.

Communication Preferences
People expect choice in how and when they’re communicated with. Tracking preferences like email vs. SMS, educational content vs. appointment reminders only, or language needs helps you respect patient expectations while increasing engagement. Just be sure you have proper consent for each communication channel.

Engagement Behavior
Every click, page view, or email open can tell you what’s working and what isn’t. Monitoring how patients and prospects interact with your content and platforms helps you understand what resonates and where to focus your valuable time and resources. Activity inside secure patient portals, however, may qualify as PHI (Protected Health Information)—so balance those insights with compliance.

When in doubt, focus on collecting what’s meaningful, not just what’s available. Too much irrelevant data just adds noise.

How to Store and Use First-Party Data

The biggest considerations when working with healthcare data are compliance, security, and ethics. People want to know their information is safe and used in ways that actually help them. That means knowing the difference between basic marketing data and PHI, and putting the right safeguards in place for both.

Understanding HIPAA’s scope: Not all first-party data is PHI. Marketing data from prospects usually falls outside HIPAA, but once someone becomes a patient, their information may be subject to HIPAA protections. 

So what does this look like in action? It comes down to four essentials: security, governance, transparency, and consent.

Security First

• Use HIPAA-compliant platforms that encrypt data and restrict access to authorized staff when handling PHI
• Put safeguards in place—technical, physical, and administrative—to protect sensitive information
• Have business associate agreements (BAAs) with any vendors that handle PHI
• Run regular security assessments and keep staff trained

Clear Governance

• Create policies for data classification, retention periods, access, and permitted uses
• Set procedures for handling both PHI and non-PHI marketing data
• Keep records of processing activities and audit trails to back up compliance
• Implement an incident response plan to have ready in case

Transparency and Consent

• Be upfront with patients and prospects about what data you collect and why
• Use clear privacy policies and consent options to build trust
• Follow CAN-SPAM, and similar regulations, for marketing communications
• Stay aware of state privacy laws that may apply to non-PHI data

Bringing First-Party Data into the Patient Journey

If you’re collecting first-party data, it should be used to improve patient experiences while maintaining compliance.  Used thoughtfully, it turns broad, generic outreach into communication that feels personal, relevant, and trustworthy.

First Touch → Appointment
Engagement data can show you which service pages or blog posts drew a prospective patient in. With that insight, you can follow up with resources that speak directly to their interests and guide them toward booking—rather than sending a generic “schedule with us” message.

Active Care
Preferences and contact details make it possible to deliver timely, personalized communication—like appointment reminders through a patient’s chosen channel, follow-up instructions in their preferred language, or educational materials tied to their care. This makes patients feel supported and reduces costly no-shows. To stay compliant, keep these communications tied to treatment, payment, or healthcare operations—or get authorization when needed.

Last Appointment → Ongoing Engagement
Engagement patterns reveal who is opening newsletters, logging into portals, or downloading resources. These insights can spark personalized check-ins, preventive care reminders, or wellness content that help patients feel supported even outside the clinic walls.

Marketing Performance
This personalization shows up in the metrics that matter. More opens, higher click-throughs, increased portal adoption, and ultimately, stronger patient retention. By connecting the dots between data and outcomes, marketers can prove impact while improving care experiences.

Tech Solutions for Compliant Healthcare Marketing

Many healthcare teams hesitate to fully embrace marketing automation because of compliance concerns. Patient data is sensitive, and the risk of mishandling it is real. When evaluating marketing technology, healthcare organizations should prioritize platforms that offer robust compliance capabilities.

Key features to look for include:

• HIPAA compliance capabilities with appropriate business associate agreements
• Advanced security measures, including encryption and secure hosting
• Granular user permissions and comprehensive audit trails
• Integration capabilities that maintain security boundaries
• Data classification and handling features that distinguish between PHI and marketing data

Turning Data Into Better Care

First-party data gives healthcare organizations the chance to connect with patients and prospects in ways that are both personal and compliant. When collected thoughtfully, stored securely, classified appropriately, and used responsibly and legally, it can improve care, strengthen relationships, and drive measurable results.

Marketing in the healthcare industry requires a deep understanding of both digital strategy and healthcare compliance. If you’re looking for guidance, Lake One is here to help.