Case Study
How Consolidating Consent and Paid Media Measurement Saved Brightline Time and Lowered Risk
Discover how a leading pediatric mental health provider brought HIPAA-compliant paid media measurement and cookie management into a single platform, earning the confidence of its Legal and Compliance teams along the way.
“If you’re in healthcare and you need both consent management and a CDP, Ours Privacy is the best one-stop shop I can think of.”
Pat Maigler VP of MarTech & Analytics at Brightline
About
Brightline is an award-winning pediatric mental health practice offering therapy, psychological testing, and psychiatry services to kids and teens. Founded in 2019 and backed by GV, KKR, Oak HC/FT, Northwell Health, and Boston Children's Hospital, Brightline has raised more than $200 million and delivers care in person and online across New York, New Jersey, Connecticut, and Massachusetts. Brightline has also partnered with the state of California since 2024 to provide California families with kids up to age 12 with free, online behavioral health coaching and resources.
Challenge
Accurately measuring paid media conversion while staying compliant with both HIPAA and state privacy regulations
Pat Maigler, VP of MarTech & Analytics at Brightline, already had a way to measure paid media conversions. But he wasn’t confident that it worked.
He had inherited a contract with another vendor and kept running into issues. The setup had been built for a business model Brightline had since pivoted away from, and it carried legacy code that was no longer needed. Connections kept breaking and vendor support was insufficient. Ultimately, he couldn’t be sure his paid media conversion tracking was correct.
At the same time, Pat was under pressure from his legal partners to quickly stand up a tracking consent solution across three digital properties to comply with federal and state privacy laws. Ours Privacy’s consent management platform (CMP) was an obvious choice, since it is available on the unified Ours Privacy platform, which includes the customer data platform (CDP) that is used for mapping paid media conversions to ad platforms, as well as many other sources and destinations. And while the existing vendor used for mapping sources to targets could handle that aspect, it offered no consent management solution, so that would have required a separate vendor.
So Pat began a search for a single product that could solve both problems simultaneously:
Run HIPAA-compliant paid ads and analytics.
Manage cookie and tracking consent to comply with US and related state privacy laws.
And ideally, the new platform would be:
Built for healthcare from the start, rather than adapted for it.
Usable by his marketing team without extensive engineering support.
As he started comparing options, he realized that few vendors could fulfill both the CDP and CMP requirement. Ours Privacy did, and it was built from the ground up for healthcare, signing a Business Associate Agreement (BAA) with every client.
“The previous vendor’s solution swallowed me for a while, when it came to the sheer amount of time I spent troubleshooting the connections and never feeling like I could get to the root cause. Switching to Ours Privacy has both freed up time and lowered our risk of being sued.”
Pat Maigler VP of MarTech & Analytics at Brightline
Solution
A one-stop shop for HIPAA-compliant ads and cookie consent, with robust support
Brightline implemented Ours Privacy’s CDP and CMP across three different environments: two websites and a mobile/web app. Pat described the process as quick, collaborative, and clearly designed to set Brightline up for success.
“Often, onboarding either happens through a systems integrator with a whole separate MSA, or it’s done in a finite time window before you get passed on to a customer success manager who might not understand the context,” said Pat. “At Ours Privacy, the process felt very integrated and supportive.”
Ours Privacy’s CDP now acts as a privacy shield between Brightline and ad platforms like Google and Meta, giving Pat control over whether and how data is shared. He can now measure and analyze his paid ad campaigns through Ours Privacy. The platform’s tools have allowed him to:
Map custom events and conversions to new destinations without engineering support.
Unify visitor identity across the website and app, creating a more complete patient journey.
Capture UTM parameters on inbound phone calls for richer attribution data.
Meanwhile, and accessible through the same platform, Ours Privacy’s CMP manages Brightline’s cookie and tracking consent across federal and state privacy laws, with detailed logging and audit-ready reporting.
Results
Reliable paid media tracking, consent that keeps pace, and a better relationship with Legal and Compliance
Reliable paid media tracking
With Ours Privacy onboarded, Pat now has a much more reliable way to track paid media attribution.
“We were having failures quite often without knowing why,” said Pat. “Now it’s very rare.”
That stability has empowered the team to become not only more efficient, but also more sophisticated in their marketing.
“We’ve connected more channels,” explained Pat. “If we didn’t have Ours Privacy, I would be very hesitant to encourage those kinds of changes. When you have a fragile ecosystem, you don’t want to touch anything.”
The partnership with Ours Privacy has also equipped the team with richer data. Brightline’s marketing team had been using an internal attribution model that relied heavily on cookies, which don’t cross from web to app. The CDP’s unified visitor ID system unifies visitor activity across platforms, giving Pat and his team a rich picture of where patients enter the ecosystem and where they drop off.
“We can now make a much more informed attribution model that really describes what’s happening,” said Pat.
Consent that keeps pace
With Ours Privacy’s CMP installed, a website visitor’s choice now determines what loads on the page, rather than being recorded after the fact. Brightline captures and stores each choice, logging that data so Pat can produce it on request.
And because the CMP links to the rest of the Ours Privacy platform, the list of categorized vendors stays current. When Ours Privacy’s Web Scanner identifies a new tracker on the website, it flags it, and Pat can either remove the tracker or assign it a consent category.
That’s how Brightline found third-party pixels nobody knew were on the website. The team was able to clean them up and apply a consent category to the ones that remained.
“We would not have found those scripts without Ours Privacy,” said Pat.
A better relationship with Legal and Compliance
Selecting a platform built specifically for healthcare came with an unexpected benefit: It demonstrated to Brightline’s Legal and Compliance teams that marketing takes privacy seriously. That credibility has changed how those teams respond when Marketing wants to add something new.
For instance, when Pat wanted to implement Ours Privacy’s Session Replay and Heatmaps tool, Legal and Compliance were pleased to see that the tool is set up to block everything by default, then allow the user to manually unblock.
“Working with Ours Privacy has strengthened Marketing’s relationship with our Legal and Compliance teams. They’re now much more willing to work with us on all the things we want to do.”
Pat Maigler VP of MarTech & Analytics at Brightline
With the foundation in place, Pat is turning to first-party data to deepen his team’s understanding of the patient journey. Brightline is connecting Hubspot to Ours Privacy to capture prospective families outside the EHR, and from there Brightline plans to build out the propensity modeling, segmentation, and suppression work his previous setup couldn’t support.
