Navigating State Privacy Laws: How Agencies Can Stay Ahead with Predictive Healthcare Audiences
State-level privacy laws are rapidly reshaping the digital marketing landscape, and healthcare is at the center of this transformation. From the California Privacy Rights Act (CPRA) to new regulations in Colorado, Virginia, Connecticut, and Utah, data collection and audience targeting have never faced more scrutiny. And more states are on the way.
For agencies supporting healthcare brands, the message is clear: ID-based targeting strategies are no longer enough.
The Shift: Identity Restrictions and Compliance Pressures
Many traditional audience targeting methods rely on identity signals, hashed emails, cookies, device IDs, and even NPI-based healthcare professionals (HCPs) lists. But under emerging state laws, these identifiers may be classified as personal information, subject to strict opt-in requirements, consumer rights, and limitations on data sharing.
This puts agency partners in a tough spot:
How do you continue delivering precision at scale?
How do you balance performance with privacy?
How do you future-proof your strategy?
The Solution: Proximic by Comscore Predictive Healthcare Audiences
Predictive audience modeling offers a powerful and privacy-conscious path forward. Instead of relying on direct identifiers, predictive models use patterns in content consumption, context, and other anonymized data to forecast intent and reach high-value audiences.
For healthcare campaigns, advertising with a focus on impact requires tools that enable marketers to:
Identify and engage HCPs relevant to specific conditions or therapies
Understand and activate health consumers through insights into behavior patterns
Navigate regulatory requirements across state lines as they continue to evolve
Access audiences designed to support campaign performance with precision and scale
Proximic by Comscore’s Predictive Audiences can help agencies to deliver effective healthcare targeting at scale.
Ready to adapt your strategy?
Let’s talk about how your agency can integrate privacy-preserving, high-performing healthcare segments today.