I'm pretty open-minded about health trends. High protein diet? Love it, great, carry on. Juice cleanse? I have some questions, but I'm not gonna stop you. Cold plunge? Yes, please. These are great, especially if you like voluntarily torturing yourself.
But I just heard about a trend that I cannot get behind. A few fitness people I follow are apparently recommending nicotine as a performance enhancer. Nicotine. The thing we spent decades trying to get people to stop putting in their bodies. Apparently, we're recommending it again. Yikes. I'm gonna go ahead and sit this one out.
You might be asking yourself, "Self, why is Mark bringing this up?" And honestly, I have no answer. I heard about it. I hated it. I wanted everyone to hate with me.
ANYWAY, before my boss notices that this intro is completely unrelated to healthcare marketing, let's get into this week's newsletter. Here's what I've got for you:
Identity Resolution
House Call New Orleans is TWO WEEKS away
Why Multi-Channel Fails
What's Your Capacity for New Patients?
Fresh jobs
Let's go...
Product Update: Identity Resolution
We've shipped a significant improvement to how Freshpaint handles identity resolution: Shared IP Filtering.
Here's the problem it solves: some IP addresses see traffic from hundreds of different devices — think hospital Wi-Fi, office networks, shared public connections. Matching across those IPs creates false positives. You end up with inflated conversion counts that don't reflect real people taking real actions.
Shared IP Filtering fixes that. Here's what changes:
Impression Pixel will no longer match on shared IPs. This reduces the overall match volume but meaningfully improves precision. Fewer false positives means your CAC and ROAS numbers reflect reality.
Cross-Device Attribution now has a new matching signal: clean, non-shared IPs. More true positives, better model recall, stronger attribution.
Reach out to your Account Manager to learn more!
House Call New Orleans
House Call New Orleans is Freshpaint’s private, invite-only gathering for senior healthcare marketers ready to reset, recharge, and reimagine what’s possible in 2026. It’s where real conversations happen.
The event brings together leaders across healthcare verticals to trade playbooks, share outcomes, and uncover what’s next in data-driven growth.
You’ll dig into:
What’s driving pipeline right now
How teams are measuring impact with tighter budgets
How to turn privacy into a real performance advantage
No vendor pitches. No crowded halls. Just practical strategies you can use immediately. But spots are limited because we're keeping the event intentionally community-focused. Good news though, if you do get a spot, Freshpaint covers flights, hotel, and meals. Too good to pass up, right? Sign up now:House Call New Orleans.
House Call Miami was a reminder that healthcare marketers don't have to solve today's challenges alone. In one room, leaders shared how they're navigating tighter budgets, breaking free from "Google-only" strategies, and using privacy as a true performance enabler, not a constraint. The event brought those conversations to life, featuring real talk, new Freshpaint launches, and why getting together in person matters more than ever. 👉 Watch the Miami recap video
Happening Tonight: Exclusive Dinner in NYC
Tonight's the night! Pull up a seat with us at Le Veau d'Or, one of the Upper East Side’s most talked about spots right now.
We’re hosting a private dinner with our friends at C Squared Social and MNTN at this newly revived Manhattan classic for an intimate evening of great food and even better conversation. No panels. No presentations. Just healthcare marketing leaders around the same table, talking shop and navigating the same pressures together.
Most healthcare marketing teams aren't failing at multi-channel because they don't believe in it. They're failing because they don't have the infrastructure to protect it when things get hard.
That's the hard-earned lesson from Lauren Leone and Rich Briddock, Chief Growth Officer and Chief Strategy Officer at Cardinal Digital Marketing.
In their conversation on Marketing Rounds, they break down the three places multi-channel stalls: measurement frameworks that apply the wrong yardstick to brand spend, marginal CPAs quietly ballooning while blended averages look fine, and emerging-channel budgets that get raided the moment a bad month hits.
The fix isn't a better strategy. It's the structural decisions you make before the pressure arrives.
The 70/20/10 budget framework is a good starting point for building your multichannel strategy.
But it's not actually where Lauren starts.
Before channel mix. Before budget allocation. Before any of it, you need to know your capacity for new patients by service line and by market.
A saturated market where search has maxed out tells you something completely different than an emerging market with population growth and weak competition.
The channel mix should follow that analysis. Not precede it.
Lauren Leone of Cardinal Digital Marketing broke this down for me on the Marketing Rounds podcast and it reframed how I think about the whole conversation.
Fresh Jobs
Jobs from the industry for anyone searching for their next gig!
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