Not sure if you've noticed, but at the bottom of every newsletter, there's a link to the most-clicked link from the week before. It's almost always something different. A new article, a product update, whatever caught people's attention.
Except for the last seven weeks.
For seven straight weeks, the same link has held the top spot: The State of Healthcare Marketing 2026. We've never had one link take the top spot for so many weeks in a row. The previous high was two weeks.
Lil Nas X held #1 on the Billboard Hot 100 for 19 weeks with "Old Town Road." I'm not saying we're going for the record...but I'm not not saying that either.
Anyway, here's what else I've got for you this week:
Awareness channels...are out?
Freshpaint Insights
Come to Boston with us!
Precision Marketing in Action
New jobs!
Last week's most clicked link (which I already revealed above)
Let's get into it...
Fresh Take: Awareness Channels...Are Out?
CTV and digital audio used to be awareness plays.
Reach. Frequency. Brand lift. You ran them to be seen, not to drive action.
That's no longer true and teams still treating these channels as impression machines are leaving conversions on the table.
Matt Jackson of Essilor Luxottica broke this down on Marketing Rounds. His team builds digital audio campaigns specifically oriented toward conversion, not reach.
And it shows: foot traffic lifts, qualified web sessions, and measurable changes in path-to-visit indicators that last-click models never would have credited.
"Just blasting out a million impressions and running it that way" isn't the goal anymore. The platforms got smarter. Consumer behavior shifted.
The teams innovating right now are the ones who repositioned "awareness channels" as action channels before everyone else did.
Platform dashboards and last-click attribution tell you who converted, but not how they got there. In healthcare, where a patient might discover you through one channel, return through another, and convert weeks later, that's a meaningful blind spot.
Freshpaint Insights was built to shine a light on that blind spot. It can give you a clearer view of how your channels actually work together.
Here's what it helps you do:
See cross-channel performance grounded in first-party event data, not platform-reported conversions
Compare attribution models (First Touch, Last Touch, Linear, U-Shaped, J-Shaped) to see how the story changes
Make budget decisions with more confidence in what's actually driving results
If you've ever had to defend upper-funnel spend or explain how your channels work together, this gives you a much cleaner answer.
Already a Freshpaint customer? Try it now. Log in and click Insights in the nav, or go straight to app.freshpaint.io/insights. Your AM can also help you get set up.
After bringing healthcare leaders together in Miami and New Orleans, House Call is making its next stop in Boston this June. Join a curated group of senior healthcare marketers for candid conversations on how to stretch fixed budgets, prove what’s working, and build strategies that stay resilient in today’s evolving privacy landscape. Expect actionable ideas, real peer insights, and connections you’ll carry forward long after the event.
Most healthcare teams using Epic and MyChart are still optimizing Google Ads on proxy metrics like form fills and booked appointments. But revenue is driven by attended appointments.
In this live webinar, we’ll walk through a practical blueprint for connecting ad clicks to attended appointments in Epic MyChart so Google can optimize on true bottom-of-funnel outcomes. You’ll hear how a real organization navigated Epic, IT, and internal alignment, and leave with a clear plan to assess whether this is achievable in your environment.
Some patients just need a nudge. They're already in the system, already consented, they just haven't scheduled. A well-timed CRM message and they're booked.
Others need years of trust-building before they'll ever walk through the door.
Heather Linder, VP of Brand and Growth Marketing at OU Health, built a campaign that could handle both — segmenting audiences by relationship stage, routing mobile screening units to rural communities, and tracing every tactic directly to downstream revenue.
It's one of the more practical breakdowns in our Anatomy of a Campaign series, where we dive into real healthcare marketing campaigns so you can steal the strategy.
.jpg?upscale=true&width=1200&upscale=true&name=Center%20aligned%20(my%20preference).jpg)
-1.png?upscale=true&width=1120&upscale=true&name=Untitled%20design%20(4)-1.png)
.png?upscale=true&width=1200&upscale=true&name=Copy%20of%20Webinar%20Promo%20Image%20Template%20-%203%20(1).png)
