In a recent federal lawsuit, Atrium Health is accused of violating patient privacy by sharing sensitive information with Facebook and Google for targeted advertising. The civil action, filed in North Carolina, involves two unidentified plaintiffs from North Carolina and Michigan who claim that Atrium Health’s website used Meta’s Pixel application, which shares data with advertisers.
The Charlotte Observer was the first to report on this lawsuit, featuring screenshots from the lawsuit that show Atrium Health’s website actively using Pixel code. According to court filings, Atrium Health allegedly removed the code after facing negative press and litigation against other healthcare companies for engaging in similar unlawful activities.
Atrium Health’s website mentions that advertisers may display targeted advertisements on third-party websites and social networks based on individuals’ interactions with their sites, as tracked by cookies and similar technologies. However, it does not disclose the use of Pixel or any other tools used to collect browsing data like IP addresses and typed form details. This raises concerns about patient privacy and data protection.
The use of Pixel was first noticed in June 2022, after which the plaintiffs claimed to receive unsolicited emails and personalized ads on medical-related websites based on information they shared with Atrium Health. Despite this, Atrium Health’s website does not disclose the use of Pixel or any other tools used to collect browsing data like IP addresses and typed form details. This raises concerns about patient privacy and data protection, prompting a closer examination of the healthcare system’s digital marketing strategies and their implications on patient information security.
In conclusion, this lawsuit highlights the importance of protecting patient privacy in today’s digital age where healthcare providers are increasingly relying on technology to gather data about their patients’ online behavior. It is crucial that healthcare providers are transparent about their digital marketing practices and obtain informed consent from patients before collecting any sensitive information for advertising purposes.