A word of advice: don’t become a sports fan. I've missed more sleep this week because of sports than I'd care to admit.
Let's run through my week.
The Steelers played the Packers on Sunday night. Fortunately, the Steelers are not a good football team and I was able to turn that one off around 10:30 PM.
Then, because I apparently enjoy sleep deprivation, I stayed up a few nights later watching the World Series go 18 innings. Did I make it all the way to 3 AM? I’ll never tell. But this World Series has really become must-watch TV. It's been one of my favorites in recent years. Next game is tomorrow night. Tune in after you're done trick-or-treating.
For a guy who’s usually in bed by 9 PM, it's been a brutal week.
But I should get to catch up on some sleep tonight. Thursday Night Football is the Ravens and the Dolphins. With Lamar Jackson back in action, it should be an easy win for Baltimore. I'll sit this one out.
Anyway...let's shift into healthcare marketing before my boss realizes I've spent so much time talking about sports in this newsletter. Here's what I've got for you this week:
Spotify Early Access
Absinthe in Vegas
“If you can’t measure it, you can’t optimize it.”
HIPAA's age is showing
Let's get to it...
Product Update: Spotify Early Access
Spotify Ads are coming to Freshpaint, and we’re opening early access to a small group of customers first.
Spotify offers an immersive, high-attention environment where listeners are already tuned in, which makes it a strong complement to display and social campaigns. With audio, video, and podcast placements, healthcare marketers can reach audiences in a more personal, context-rich way, all while staying privacy-compliant.
Early access customers will get:
Direct support from our team during setup
Early insight into creative and targeting best practices
A head start on optimizing campaigns before full rollout
Want in? Reach out to your Account Manager or reply to this email to join Spotify Early Access.
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.
We are partnering with our friends at Amsive to bring you Freshpaint LIVE in Vegas, an evening of food, drinks, and bold entertainment. Join us at Pier 17 Yacht Club for a lively reception, then experience Absinthe®, Las Vegas’s most outrageous and unforgettable show.
⏰ 8:00PM PT: Mixer at Pier 17 Yacht Club (Open to All) ⏰ 9:00PM PT: Absinthe Show & Performance (Ticketed Experience)
📍 Pier 17 Yacht Club + Absinthe Show Located at Caesar's Palace
A Note on the Experience
Absinthe® is an edgy, unfiltered Vegas show featuring jaw-dropping acrobatics and sharp, raunchy humor. If you prefer to skip the show, join us instead for the pre-show mixer at Pier 17 Yacht Club for food, drinks, and great company. (Guests must be 18 or older to attend).
Trade the conference chaos for cocktails and mezze at Zaytinya, José Andrés’ Mediterranean gem. Fresh flavors, inspired by Turkish, Greek, and Lebanese cuisines, great conversations, and a table full of healthcare marketers you actually want to talk to.
Vegas, get ready! Freshpaint is heading to HCIC. You'll hear us before you see us because Booth 301 is turning into a full-on leather stamping station. Stop by to make your own custom leather keepsake and chat about how to turn privacy into a strategic advantage that fuels performance.
You'll also catch us on stage with OU Health, OSF Healthcare, and Mediate.ly for Navigating the Future of Healthcare Advertising. A conversation you won't want to miss!
And of course, it wouldn't be a Vegas trip without a little Freshpaint fun. Don't forget to sign up for our Freshpaint LIVE events while we're in town!
On-Demand Webinar Discover how Priority Health built a seamless, privacy-first data-to-performance pipeline that actually delivered results. In this on-demand webinar, see how Amsive and Freshpaint combined predictive modeling with compliant data strategies to drive real member retention, without compromising on privacy. You’ll learn how smarter, data-driven targeting can cut campaign costs, reach at-risk members across channels, and turn privacy into a performance advantage.
In this on-demand webinar, legal and marketing experts break down the latest regulations targeting pixels and cookies in healthcare marketing — and share actionable strategies to help payers stay compliant without compromising digital performance.
Fresh Content: Measure it
The best thing I heard yesterday at Cardinal Digital Marketing's Scaling Up event...
“If you can’t measure it, you can’t optimize it.” - Sherianne James, CMO, Heartland Dental
The tough thing is, that's easier said than done in healthcare because of privacy regulations, organizational silos, and, quite honestly, limited mindsets.
The solutions to these problems are exactly what StackAdapt's Kate Malham Pardes talked about last month at House Call Chicago: the need for healthcare marketers to move beyond vanity metrics like clicks and bookings, and start measuring what really matters.
In other words: attended appointments.
When marketers optimize campaigns for revenue-driving outcomes instead of surface-level engagement, the results speak for themselves. Teams using attended appointments as their conversion metric in Google Ads have seen a 17-22% reduction in customer acquisition costs.
But it’s about more than performance. As Kate explained, when you can tie marketing efforts to actual revenue, you earn something even more valuable than efficiency: trust from leadership.
Clicks don’t move a CFO. Dollars earned and patients seen do.
HIPAA’s age is showing. With tech allowing healthcare organizations to collect more data than ever, states are stepping up where federal law hasn’t.
Washington and New York are leading the charge with new privacy laws that go beyond HIPAA. These states are requiring companies to get explicit consent before collecting or using health data, and in New York’s case, automatically deleting data if users don’t opt in within 60 days.
The laws were sparked partly by post-Roe v. Wade privacy concerns and aim to close loopholes around health data. For healthcare marketers, the takeaway is clear: privacy expectations are expanding fast. What was once considered “non-PHI” data is now under the microscope.
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