Beyond the Click: Pixel Tracking Technologies and Patient Data Security in Hospitals

This study examines the prevalence of pixel tracking technologies on U.S. hospital websites and their unintended consequences for compromised patient data safety. We analyze the historical sequence of websites of large hospitals using Wayback Machine websites between 2012 and 2023 to identify the presence of tracking pixels. We find that approximately 66% of hospitals have used pixel tracking technologies on their websites at some point during our sample period, despite the considerations associated with patient privacy and protecting patient data. We also find that the use of pixel tracking is associated with an increase in the probability of a data breach incident, reinforcing concerns about patient privacy. This suggests that while pixel tracking technologies may offer benefits such as enhanced marketing and improved user engagement for hospitals, they also introduce significant information security-related risks. The use of these technologies can inadvertently expose sensitive patient and medical data to third parties, raising concerns about compliance with regulations such as HIPAA and the broader implications for patient privacy and data security. These findings are particularly relevant considering the ongoing debate related to the use of pixel tracking technologies on hospital websites. As hospitals increasingly rely on digital tools to improve their services and outreach, it is crucial to weigh these benefits against the potential risks to patient data safety. This study contributes to this debate by highlighting the unintended consequences of pixel tracking and emphasizing the need for hospitals to carefully consider the implications of their digital strategies.

This seminar will take place in person in room T09-67. Alternatively, click here to join the seminar online.