Podcast with Aaron Burnett, Founder and CEO of Wheelhouse DMG:Adapting to Change: Digital Marketing, Privacy, and Innovation

In this podcast episode with Aaron Burnett, CEO and Founder of Wheelhouse DMG, we explored his extensive career and the founding of his agency. After years in senior marketing and sales roles at AT&T Wireless and other tech companies in the Pacific Northwest, Aaron started Wheelhouse DMG in 2010, motivated by a desire to create an agency prioritizing client value and a positive workplace culture. He emphasized that Wheelhouse is values-driven, focusing on helpfulness and generosity. These values guide the company's approach to both client relationships and internal team dynamics.

Aaron shared that Wheelhouse DMG operates across three primary service areas: digital advertising, digital strategy (including SEO, content strategy, and conversion rate optimization), and marketing sciences, which involves business intelligence, analytics, and engineering. Despite initially engaging with clients in one of these areas, Wheelhouse often expands to offer a full suite of services, particularly in the complex healthcare and MedTech sectors. These industries are heavily influenced by strict privacy regulations, especially those governing patient data, which is a core consideration in their work.

The conversation delved into the challenges and changes in digital marketing within healthcare, particularly in light of evolving privacy regulations. A significant turning point came in November 2022 when the Office for Civil Rights at HHS expanded the Protected Health Information (PHI) definition under HIPAA. This included data from website visitors, such as IP addresses and content viewed, which was a significant shift for digital advertising. Aaron discussed this impact on third-party tracking technologies, highlighting how they became a potential HIPAA violation, especially as states introduced stricter privacy laws and companies like Google moved to phase out third-party cookies.

To navigate this regulatory shift, Wheelhouse DMG has developed HIPAA-compliant data solutions for clients, allowing them to collect and manage data responsibly while avoiding violations. Aaron noted that the company's expertise in this area has positioned them well, enabling clients to maintain full fidelity in digital advertising and digital strategy. By focusing on first-party data, user journey mapping, and serving content tailored to user intent, Wheelhouse helps clients drive more valuable conversions, such as actual device purchases in the MedTech sector. This approach, combined with a strong understanding of SEO and user engagement, allows Wheelhouse to optimize client strategies and improve their online presence while adhering to strict privacy standards.

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