I'm not wading into politics in this newsletter, but there are two things Democrats and Republicans agree on.
The first is that having a conversation on speakerphone in a public place should be illegal.
What's the second? Well...I'm going to leave you with a cliffhanger. The answer is further down this newsletter.
What else do we have in this newsletter?
A survey I really need responses to
Events! Including a Michelin star dinner happening tonight
How you can overcome a 70% CPL increase
The answer to the cliffhanger I left above.
Let's get on with it...
Product Update
If you only do one thing with this newsletter today, please take 2 minutes to complete a consent management survey: Click HERE to take the survey.
Your feedback will help us better understand the specific features or capabilities you value most—whether it’s simplifying processes or ensuring compliance with privacy regulations.
Before we move on, I'll just ask one more time: Did you take the survey?
Location: The Progress Date & Time: Thu, Sep. 19 @ 6:30PM
Join us at The Progress in San Francisco on September 19. We'll bring together healthcare and marketing heavy hitters to network, share insights, and discuss the evolving landscape of healthcare privacy with you. Sign up for more info.
Join us and our friends at Phase2 for a night of networking, learning, and a little friendly golf competition at Topgolf! Engage with industry peers, explore strategies for high-performance campaigns, and enjoy a relaxed atmosphere with food, drinks, and a hole-in-one networking experience. Sign up for more info.
Connect with Freshpaint @ SHSMD 2024
Freshpaint is bringing healthcare marketing leaders together like never before. Whether it’s over a delicious dinner, a custom espresso, or a cocktail with a view, we want to connect with you IRL at SHSMD 2024.
Get ready to take networking to the next level in style. Join us at an LA Rams game for a front-row experience unlike any other. Whether you’re strategizing new ideas, sharing tips on privacy-first marketing, or just soaking in the action, you’ll be in great company. This is your chance to connect with like-minded pros and learn how they’re balancing the need for personalization with the demand for privacy in healthcare marketing. Sign up for more info.
Join us for an evening at the Miami Heat vs. LA Lakers game, where healthcare marketing leaders will gather to explore privacy-first strategies IRL! This event is a chance to connect with others who share a commitment to safeguarding customer data while driving innovation. Come for the game and stay for the conversations that will shape the future of healthcare marketing. Save your spot.
On June 20, 2024, a federal judge ruled that an IP address and a visit to a specific webpage do not constitute protected health information (PHI), sparking speculation about the future of healthcare privacy. However, most risks remain unchanged, and the stakes are higher than ever. In this on-demand webinar, a healthcare law expert will explain the four key risk areas in healthcare privacy.
Embedded maps are a must if you want to improve access to care, elevate user experiences, and boost conversion rates. However, the technology behind those maps can raise questions about privacy. Watch and learn the importance of maps in the patient experience and how to deliver it without compromising privacy.
Check out the rest of our on-demand webinars and in-person events on theFreshpaint events page. Let's hang out online or in-person soon!
Freshpaint's Compliant Corner
Could your marketing team survive if your cost-per-lead (CPL) increased by 8x?
It'd be really difficult for any organization to overcome that, let alone healthcare, where marketing budgets are constantly squeezed.
But that has repeatedly happened in healthcare when organizations remove risky ad trackers without a privacy-first solution in place to replace those trackers.
Here are a few data points to drive it home:
A national dental network experienced an 8x increase in CAC after removing ad pixels.
Similarly, the country's largest allergy and asthma practice saw its CPL jump $300.
A behavioral healthcare provider saw Cost-Per-Acquisition (CPA) spike by 70%.
It's a story we hear over and over again. Fortunately, that's exactly what Freshpaint solves.
(Bonus! At the bottom of that article, you'll find a CPL calculator that allows you to see how removing ad pixels could affect your advertising budget.)
Industry News
Breaking news: Democrats and Republicans agree on something!
The Pew Research Center conducted a survey last year and found that 68% of Republicans and 78% of Democrats support more privacy regulation.
If that's not enough to convince you that federal data privacy regulation is coming in the near future, here's a stronger signal...
Earlier this week, U.S. Senator Maria Cantwell highlighted the increasing importance of establishing a national privacy law, explaining why the demand for such legislation will only intensify in the future.
Here's the need-to-knows from her speech on the topic:
The United States needs to take the lead on privacy. As a tech leader and home to the largest tech companies, the U.S. should drive innovation and crack down on bad actors.
Americans are becoming increasingly frustrated with how their data is used without their consent, and the inconsistent state privacy laws are making them feel powerless and overwhelmed.
Health data privacy, in particular, is a focus here because we repeatedly see addiction treatment information being given to advertisers, data brokers selling health data about our troops, and emergency room patients being targeted with ads for personal injury lawyers.
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