Uses data to understand patient/user behavior, improve online experiences, and drive better outcomes, focusing heavily on HIPAA compliance to protect sensitive health info, often requiring specialized tools like Freshpaint or Matomo to de-identify data or host on-premise, enabling insights for everything from personalized content to population health management and better SEO. Key areas tracked include user demographics, content engagement (bounce rate, time on site), acquisition channels, and conversion paths, with reporting critical for clinicians, managers, and regulators to optimize care and operations.