For starters, Mark — aka the guy who dutifully sends you Freshpaint 5 each and every week — welcomed his new baby on Friday night.
I imagine right now there are grandparents on standby, friends dropping off meals, someone offering to hold the baby for 20 minutes, and at least one person saying “just let us know how we can help” and actually meaning it.
That mental image reinforced that a "support system" isn't a nice-to-have but active infrastructure — for newborns, parents, and even healthcare marketers.
Which feels like a good setup for this week's epic news: the Freshpaint Community is officially live.
We built it for the same reason villages exist in the first place: because doing hard things alone is overrated. Healthcare marketing gets a whole lot easier when you’ve got smart people to learn from, compare notes with, and occasionally shape the future of an industry together.
Also in this newsletter:
A literally Epic integration for Freshpaint
A programmatic marketing playbook
A few opportunities to meet us IRL (and virtually)
A handful of fresh new jobs
But first, be our guest...
Fresh News: You're Invited to be a Founding Member
Something we've been building for a while is finally real.
The Freshpaint Community is a space built exclusively for healthcare marketers — a place to trade notes on what's actually working, get answers from people who've been in your seat, and stay ahead of the regulatory and platform shifts that keep rewriting the rules.
We're opening the doors this week — and we want you to be part of the founding class.
Founding Members aren't just early adopters. They're the people who set the culture, ask the first questions, and make this something worth joining. That's a real thing — not a badge for its own sake — and we're reserving it for the people who show up before May 22nd.
But wait, there's more!
After you create an account
Head to the Introductions & Networking channel
Say "hello" and introduce yourself
Share your biggest goal or challenge right now
Founding members who do all three steps listed above will be entered to win a $100 Amazon gift card. We'll announce the winner in the Freshpaint 5 on May 28.
Most teams using Epic and MyChart are still optimizing to clicks, form fills, and booked appointments. The problem is those are all proxy metrics. They don’t tell you which campaigns actually drove attended visits or real patient revenue.
That’s why this week’s product update is Freshpaint’s Epic MyChart integration. It helps you connect ad clicks to attended appointments in Epic/MyChart so you can finally see what’s actually working, measure CAC based on real outcomes, and send stronger conversion signals back to platforms like Google Ads and Meta.
Here’s what this integration unlocks:
See which campaigns are driving attended appointments, not just intent signals.
Measure true CAC based on attended visits instead of proxy conversions.
Optimize campaigns toward patients who actually show up.
Reallocate budget with more confidence because performance is tied to real outcomes.
If you’ve ever had to explain why reported CAC feels off, or why booked appointments aren’t enough, this gives you a much clearer answer.
Existing customers: reach out to your Account Manager to see whether your Epic/MyChart setup is a fit.
If you are being asked to drive growth, prove ROI, and navigate privacy changes with the same budget, House Call Boston is built for exactly that challenge.
Over two days, you will spend time with healthcare marketing leaders getting practical on things like:
how teams are improving conversion rates without increasing spend
how leaders are proving what is working and using that to defend or unlock budget
how to build a privacy-first data foundation that supports performance, revenue growth, and compliance
how peers are solving attribution, campaign efficiency, and measurement challenges inside complex healthcare orgs
This is not a big conference or a vendor-heavy event. It is a small group designed for real conversations, peer-led sessions, and ideas you can take back to your team right away. Freshpaint covers travel, hotel, meals, and the full event experience for qualified attendees, so there is no registration fee.
House Call Boston
Boston Harbor Hotel 📍70 Rowes Wharf, Boston, MA 02110
If programmatic advertising has ever felt like one of those channels that sounds promising right up until legal joins the meeting, this one’s for you.
Our latest post breaks down how healthcare marketers can actually use programmatic without wandering into a compliance nightmare.
It covers why the channel is worth the trouble in the first place — broader reach, more precise targeting, real-time optimization, and better measurement — plus the places HIPAA risk tends to sneak in, like health-revealing URLs, audience segments, and conversion signals.
More importantly, it gets practical.
The piece walks through the core tactics healthcare marketers should know, including contextual targeting, behavioral targeting, retargeting, lookalikes, and geofencing, then shows how a governance layer can strip sensitive data before it reaches ad platforms so you can actually run these campaigns without increasing compliance risk.
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