Optimizely Earns Multiple Recognitions
Hello there!
Welcome back to Composed! This week, Optimizely makes the headlines with recognitions from analyst and peer review firms, including Forrester and TrustRadius.
This Week’s Headlines
OSHYN INSIGHT OF THE WEEK
Building a HIPAA Compliant Marketing Strategy
?HIPAA heavily impacts healthcare marketing. The Health Insurance Portability and Accountability Act prevents healthcare companies from disclosing individuals’ Protected Health Information (PHI) without their consent or knowledge. It also influences how these companies market their products and services and the technology they use.?
HIPAA marketing rules vary depending on the type of marketing. For example, personalized targeting based on basic audience demographics such as age, gender, or location doesn’t fall under HIPAA’s jurisdiction.?
But, once healthcare companies introduce direct marketing, target patients through remarketing, or use actual patient data to filter an audience through software, they must comply with HIPAA, and the technology they use must also be HIPAA compliant.
How can they do that?
One way to ensure that a specific tool will be HIPAA-compliant is their willingness to sign a business associate agreement (BAA). This specifies each party’s responsibilities regarding PHI. If that data is compromised in a data breach, the tech vendor can be subject to repercussions similar to those of covered entities.?
DXP vendors should, at minimum, provide user authentication, access controls, audit logs, and end-to-end encryption. However, their willingness to sign a BAA can make the most difference.
Oshyn’s partners, including Adobe, Sitecore, and Optimizely, are all willing to act as business associates when partnering with healthcare companies. In our blog you can learn more about what else you need to know when building a HIPAA-compliant marketing strategy.?
THE WORD ON THE STREET
The Continuation of the ‘MACH’-Lash
In a recent LinkedIn post, Mike Lowndes, VP Analyst at Gartner, shared a sneak peek of Gartner’s latest report.?
He mentioned that the MACH-lash happened and composable regret is a thing for some organizations.
“In essence this approach is still mainly for digitally mature organizations who can scale. They can usually do it just fine (many are) but others struggle,” Lowndes said.?
Even without reading the report, many commenters were able to draw certain conclusions from this sneak peek, as it’s something that has been apparent for a while. Oshyn CTO Christian Burne responded with a comment to better explain why some organizations would struggle.?
“Anyone adopting a composable approach does indeed need to have a certain level of digital maturity to manage multiple vendors, contracts, and the dependencies that come with it. So, it’s unsurprising that companies that aren’t sufficiently mature will struggle,” Burne said.?
“The thing is, it’s not supposed to be black and white. It’s a spectrum, and you need to know where your company is located on that spectrum. See what level of maturity your company has, use the things that make sense for you to get the benefits you need today, and then continue looking at how it will evolve. Composable or not, that’s how you should be looking at any addition to your tech stack,” he added.?
This is why we often recommend the hybrid DXP approach offered by vendors like Optimizely, Sitecore, and Adobe. You can still build a composable stack over time with fewer contracts to manage, sophisticated content management capabilities, and an extensive partner ecosystem to leverage to meet your unique needs. Reply and let us know which approach has worked for you.?
That’s all for this week, folks!?
See you soon,
The Oshyn Team