The use of Meta’s Pixel application by Atrium Health, a North Carolina-based healthcare company, is at the center of a federal lawsuit alleging patient privacy violations. The civil action, filed in North Carolina, involves two unidentified plaintiffs from North Carolina and Michigan who claim that the application shared sensitive information with Facebook and Google for targeted advertising.
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. 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 online activity for recommending services and products.
The lawsuit states 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. This practice 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.
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