In a world where information is often considered the lifeblood of innovation, the evolving landscape of data privacy is causing seismic shifts, challenging pharmaceutical and Medtech companies to reevaluate how they access and harness patient insights. As stewards of patient experience data, we understand that the traditional methods healthcare companies have relied upon, especially cookies and tracking, are confronting ever-increasing limitations.

Cookies have long been pivotal in data collection and tracking, the backbone of many marketing strategies. They allowed companies to gain valuable insights into customer behaviors, preferences, and demographics. However, their effectiveness has waned in recent years due to stringent privacy regulations like GDPR and CCPA. Popular browsers like Safari impose cookie tracking restrictions, further limiting their impact. This shift is evident in the declining statistics of cookie-related data collection, with a substantial drop in tracking efficacy.


So, how does this affect healthcare companies?


Patient experience insights play a crucial role in healthcare and medical research. These insights drive innovation, enabling the development of personalized treatments and significantly improving patient outcomes. However, as traditional methods falter, there are substantial challenges to gathering these vital insights.

One significant challenge is the potential gaps in understanding patient behavior and needs. The limitations of cookie-based tracking mean that companies may miss critical information about patients' healthcare journeys.

Beyond that, the rise of omnichannel healthcare presents unique challenges. To truly understand patient behavior, companies must focus on business needs and ensure their strategies adapt to this evolving landscape.

To overcome these challenges, pharmaceutical and Medtech companies must explore alternatives to traditional tracking methods. Potential alternatives include:

1. First-party data collection
2. Consent-based approaches
3. Advanced analytics 

These approaches empower companies to gather patient insights without relying on cookies.

Machine Learning (ML) and Artificial Intelligence (AI) can also extract insights from limited data. However, it's crucial to acknowledge that these technologies have limitations and fall short in certain scenarios. Human expertise remains irreplaceable in understanding the nuances of patient experiences.

The key takeaway is crystal clear: prioritizing patient experience insights and data privacy is no longer just a compliance requirement; it's the path to strategic success in this new era of patient data.

At Thrivable, we're deeply committed to helping businesses navigate this evolving landscape of patient insights. If you're eager to supercharge your business with the transformative power of patient experience insights, we invite you to contact our dedicated sales team. Together, we can harness the full potential of patient-centric strategies for a brighter and more innovative future in healthcare. Your journey to patient-centric excellence begins here.


Thrivable is a market research and software company that helps businesses understand their customers and develop winning strategies. With a relentless dedication to seeking insights that yield patient-centered solutions, Thrivable helps transform lives and uncover hidden truths.

About the author

Adam Zandman

Adam Zandman

Adam, Thrivable's Marketing Director, is a passionate advocate for improving the patient experience, driving companies to prioritize the patient voice in their decisions