Atrium Health Under Fire for Violating Patient Privacy through Targeted Advertising with Facebook and Google’s Pixel Application

In a federal lawsuit, Atrium Health is being 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.

Atrium Health has been accused of collecting browsing data like IP addresses but also gaining access to typed form details, including user names and contact information through the use of Pixel code. Court filings allege that Atrium Health removed the code after facing negative press and litigation against other healthcare companies for engaging in similar unlawful activities.

The lawsuit claims that 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 but instead acknowledges the use of cookies and similar technology to track the online activity of patients for recommending services and products to assess the effectiveness of content and marketing efforts.

The lawsuit 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.