Hey there,
It's the last Freshpaint 5 of the year. If you're like me, you're sitting at your desk procrastinating and just counting down the hours until a much-deserved holiday break.
(Hope my boss, Ray, doesn't read this. If you do read this, Ray, everything I just wrote is a joke. I'm actually working really hard. I would never procrastinate. It's just a complete, total joke. Ha, so funny!)
And since most of us are sitting at our desks just counting down the hours until we're off for the holidays, I'm going to shake up the format in this week's Freshpaint 5.
So, how about a countdown-style recap of the year in healthcare marketing? Here's what's happened this year by the numbers:
- $7,000,000 — The fine issued by the FTC in April 2024 against telehealth company Cerebral for unlawfully sharing the sensitive health information of over 3 million users with platforms like TikTok and Meta. Read about it here.
- 96% — The reduction in Cost-Per-Lead achieved by one of our customers after implementing Freshpaint.
- 70 — The number of in-person and virtual events our events team put on this year. And we've got plans to surpass that number in 2025. Stay tuned because we'll be in a city near you in 2025.
- 45.57% — The open rate on our most-opened Freshpaint 5 of the year. Here's the link to that newsletter that set record open rates with the subject line, "Where's Meta?"
- 44% — The number of healthcare payers who said they were unaware of the risks posed by digital advertising tools.
- 20 — The number of states that have passed privacy laws that impact healthcare. Read more here: Navigating the Complexities: How State-Level Privacy Laws Impact Health Data in the U.S.
- 19 — The number of questions we asked a healthcare lawyer about HIPAA compliance for healthcare marketers. Read the full Q&A here: Ask a Healthcare Lawyer: HIPAA Compliance for Healthcare Marketers
- 5% - 10% — The average percentage decrease in advertising budgets reported by healthcare marketers, according to early findings from our State of the Industry report. Take the survey here.
- 4 — The number of DSPs we integrate with to help healthcare marketers unlock the full marketing funnel. Here's the list: StackAdapt, The Trade Desk, Basis, and Viant.
- 2.95% — The click rate of our most clicked Freshpaint 5. This was the article that drove all the clicks: HHS Approves Tools Like Freshpaint In Latest Guidance Update
It's certainly been an interesting year in healthcare marketing. And there are no signs of that changing in 2025. We already know the major ads platforms like Meta, LinkedIn, and Google are making changes that will impact healthcare marketers. TikTok might be getting banned, and the Trump presidency will likely affect healthcare marketers.
And to help with all of the changes, we're planning some massive product releases as part of our Healthcare Privacy Platform, including a product that will connect ad clicks to actual appointment data. It's going to be a Big Deal for healthcare marketers who want to unlock bottom-of-the-funnel conversion optimization. Read more about it here.
Freshpaint will also keep doing what we do best -- providing helpful analysis on all things healthcare marketing. Stay tuned to this newsletter for all the 2025 need-to-knows.
Have a great holiday season!
- Mark
