Doug Powell, Independent Consultant for Boston Children's Hospital
Doug Powell discusses how Boston Children's Hospital navigates HIPAA regulations while employing creative digital strategies to reach their target audience. By emphasizing compassion and focusing on lifestyle targeting, they maintain compliance and achieve effective engagement. Powell highlights the importance of testing and learning, noting the hospital's cautious but innovative approach. Their use of video in campaigns has proven highly successful, reflecting the emotional nature of healthcare marketing. Powell advises challenging assumptions and being patient with the approval processes in medical environments.
