I completely understand the movie Groundhog Day. We're in that stretch of winter where everything feels a little...on repeat. A lot of snow. Not much daylight. Same routine, different day.
There's a line from the movie that feels especially relevant right now: "It's the same thing your whole life: 'Clean up your room. Stand up straight. Pick up your feet. Take it like a man. Be nice to your sister. Don't mix beer and wine, ever.' Oh yeah: 'Don't drive on the railroad track.'"
That movie really is a Bill Murray classic. Consider this your low-effort homework for the weekend: go watch it. It's on Netflix.
Anyway, without a better transition, let's get into today's newsletter. Here's what I've got for you:
Tune into Marketing Rounds: our brand new podcast. We're talking with Jeremy Rogers from IU Health this week about why Google isn't the only answer for your marketing
More early access opportunities with new integrations
Want to hang out in Vegas?
Spend time with your plumbing (huh?)
How advanced teams get buy-in
Jobs, jobs, jobs!
Let's get to it...
Product Update: More Early Access Opps
More healthcare marketing teams are rethinking how, and where, they measure performance. The common thread: last-touch attribution and a Google-only strategy don’t reflect how people actually move through the healthcare journey.
That shift is showing up clearly in our Early Access programs.
Early Access interest across destinations:
Snapchat
Nextdoor
Spotify
AppLovin
Quora
These channels help teams extend measurement beyond search and start capturing intent and influence earlier in the journey, where discovery actually happens.
Early Access interest for Freshpaint Audiences destinations:
StackAdapt
Viant
Microsoft Ads (Bing)
LinkedIn
Here, the focus is on activating first-party data across multiple paid channels, like retargeting, exclusions, and lookalikes, without falling back to last-touch shortcuts or risky data sharing.
Together, these EA signals point to the same thing: healthcare marketers want a connected view of performance across channels, not a single attribution point optimized in isolation.
Early Access spots are still open across several destinations. If you’re ready to move beyond last click and reach patients or members where they actually are, now’s a good time to raise your hand.
Upcoming Freshpaint LIVE Events
Join a growing community of healthcare marketers, digital leaders, and privacy champions who are rewriting the rules of patient engagement. At Freshpaint LIVE, you'll connect face-to-face with industry peers, learn from bold innovators, and explore how to deliver high-performance marketing without compromising patient privacy.
This is your front-row seat to real-world strategies, practical insights, and candid conversations that are shaping the future of healthcare marketing. We’re bringing the community to you. Check out where we are headed next below.
Join us for an intimate evening during RISE MMS at Brasserie B, a Parisian-inspired steakhouse known for incredible food, warm vibes, and even better conversation. This dinner is for healthcare marketers who want to swap ideas, share what’s working, and connect beyond the conference floor over a memorable meal and great wine.
📍Brasserie B Parisian Steakhouse in Caesars Palace
Fresh Content: Google Isn't the Only Answer
Our brand new podcast, Marketing Rounds, is out now!
Our host, Ray Mina, sits down with Jeremy Rogers, VP of Digital Marketing & Experience at IU Health, to tackle the hard part of moving beyond paid search: the people, the plumbing, and the metrics you actually need.
Jeremy’s short version: keep Google (it still works), but stop letting last-click capture be the only thing you measure. Instead, build first-party data, instrument micro-conversions across the patient journey, and use leading indicators (NPS, share-of-care, LTV) to make the case for budget and show real impact.
Three quick wins Jeremy recommends you can actually start this week:
Track micro-conversions: appointment confirmations, eligibility checks, and content downloads. Be sure to report them alongside bookings.
Start a first-party data inventory. List the systems (EHR, CRM, billing) and one low-friction join key to connect them.
Pick one shared metric to win over finance (NPS or LTV) and map a simple dashboard that shows how marketing moves that needle.
Linking marketing to real outcomes in healthcare requires starting with infrastructure.
You don’t necessarily need a large data science team, but you do need to invest heavily in data plumbing: integrating systems, connecting sources, and ensuring data can flow end to end.
As we’ve been digging into the data behind our upcoming State of Marketing Maturity report, one thing jumped out.
55% of teams that describe themselves as "advanced" in their use of data are seen as strategic growth drivers by their execs.
On the flip side, only 15% of teams that said they were still "developing" their data practices are seen as growth drivers.
The difference comes down to measurement -- specifically, attribution.
Only 18% of advanced teams rely on last-click attribution. Most are using multi-touch or hybrid models (MMM + digital) to explain their impact to leadership.
The takeaway: if you want a real seat at the table, and to be trusted as a growth driver, you have to level up how you measure performance.
Want to be quoted in the report and get early access? Answer one quick question, and we’ll send you the report before it’s released to the public.
Fresh Jobs
Jobs from the industry for anyone searching for their next gig!
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