Case Study
From Zero Testing to a 94% Lift: How a Regional Healthcare Provider Rebuilt Its Marketing Stack with Ours Privacy
See how one healthcare marketing team went from no experimentation to a major lift on its very first test a full testing roadmap, and a comprehensive marketing platform without compromising privacy
“Ours Privacy is not just a compliance tool, it’s an all-in-one marketing tool that our team logs into every single day. We have Hubspot, we have Salesforce, and now we have Ours Privacy.”
Senior Director of Marketing Regional Healthcare Provider
Challenge
Years of high ad spend with zero testing
The marketing team at a regional healthcare provider was stuck in limbo.
They had signed a contract with Freshpaint so they could run compliant paid ads. But running compliant ads is just one piece of the marketing tech stack they relied on: they were missing the functionality available to marketers outside of healthcare. Advanced tools like A/B testing, recorded sessions, and heat mapping are what performance teams rely on to optimize their marketing.
With an annual budget of close to $5 million per year for Google and Meta ads, even a little optimization would result in massive savings for the company.
But the Senior Director of Marketing figured there was no chance of getting that functionality back because of compliance and privacy considerations. “Working in healthcare marketing, it can be extremely difficult to find that functionality with a vendor willing to both sign a BAA and serve mid-level, lower-traffic-driving websites. These vendors would only be willing to sign a BAA if we bought an enterprise plan for a massive upcharge.”
He had given up on the idea that compliance and real marketing functionality could exist in the same platform.
But then he found Ours Privacy.
Solution
Bringing compliant testing and optimization tools together in one platform
The organization replaced Freshpaint with Ours Privacy’s HIPAA-compliant CDP, then layered on features like A/B Testing & Personalization, Heatmaps, and Session Replay to get the advanced tooling it had been missing.
“It was like a return to the good old days,” said the Senior Director of Marketing. “Ours Privacy gave us a way to stay compliant and add back in the feature functionality we hadn’t had access to in years. That created so many opportunities for our team.”
Because the entire Ours Privacy platform was already reviewed and approved under a single BAA, the team could add new features and start experimenting right away, with no need to send each one back through the legal and contracting process.
It wasn’t long before the marketing team stopped thinking of Ours Privacy as a compliance solution and instead viewed it as a core marketing tool. It wasn’t just the platform that kept them compliant; it was where the work happened.
“Ours Privacy is not just a compliance tool, it’s an all-in-one marketing tool that our team logs into every single day,” said the Senior Director of Marketing. “We have Hubspot, we have Salesforce, and now we have Ours Privacy.”
“Ours Privacy gave us a way to stay compliant and add back in the feature functionality we hadn’t had access to in years.”
Results
An immediate 94% lift in conversions and a new cornerstone of the marketing stack
First A/B test outperformed the control by 94%
The team knew from experience that patients who make a phone call enroll at roughly three times the rate of those who fill out a form. So for their first A/B test, they sought to make calling easier by adding three call buttons throughout a mobile landing page.
The version of the landing page with call buttons converted 94% higher than the original, at statistical significance.
“We went from not running a single landing page test in 3+ years to a 94% lift on our very first test,” said the Senior Director of Marketing. “It’s a really powerful tool our marketing team members now use regularly.”
A stronger feedback loop with Google and Meta
At the same time, the team is able to push much more sophisticated conversion events to Google and Meta in a HIPAA-compliant way. Instead of optimizing against basic events like form submissions, the team can now optimize against more meaningful signals deeper in the funnels.
“This has been game-changing,” said the Senior Director of Marketing. “We can serve more targeted ads which are more effective because they’re optimized against a more meaningful metric. A lot of healthcare marketers overlook how important it is to restore the feedback loop to these ad platforms.”
Site issues surfaced and quickly resolved
With Heatmaps and Session Replay in place, the team has been able to easily spot and solve for navigation and performance issues that had gone unnoticed.
A cluster of “rage clicks,” where visitors repeatedly tapped the same spot out of frustration, pointed to a delay in the mobile hamburger menu that the team was able to patch right away.
“Just having the visibility to close that user experience gap is a really huge benefit,” said the Senior Director of Marketing.
The Web Scanner adds another layer of visibility, helping the team detect third-party code that other departments might add without realizing it, like a Facebook pixel dropped onto an HR page by an outside agency.
A new cornerstone of the marketing stack
Bringing all these functionalities together in Ours Privacy, under a single BAA, has had a significant impact on the way the team works. The 94% lift on its very first test was just the start. Now the tools that keep the team compliant and the tools that help it grow live side by side: testing, heatmaps, session replay, richer ad signals, and site scanning, all on one platform. It’s why the Senior Director of Marketing urges his healthcare peers to look past compliance alone.
“If you only think about Ours Privacy as a solution to closing compliance gaps, you’re missing out,” said the Senior Director of Marketing. “Where it gets really powerful is with the added feature functionality that allows you to be a marketer without the limitations that are common in healthcare. That’s extremely liberating.”
