Big News: Today is National Croissant Day. Croissants are one of those foods I don't eat often, but every time I have one, I think, "Wow, I should really eat croissants more often."
I mean, they're great on their own. But they're even better as the container for a sandwich. Chicken salad on a croissant? So good. Or a breakfast sammie on a croissant? Can't beat it.
Is it obvious I haven't eaten lunch yet?
There's no easy way to make a smooth transition from croissants to healthcare so we're just gonna move on.
Here's a non-croissant-related overview of today's newsletter:
Our new StackAdapt Impression Pixel
A ton of great events
The 2025 payer marketing report
An update on the Epic/Particle lawsuit
Let's dive in...
Product Update
🚀 New: StackAdapt Impression Pixel 🚀
We just launched the StackAdapt impression pixel to fill a critical gap in ad tracking. Before this, StackAdapt only supported impression tracking via IP addresses—creating privacy concerns and making conversion mapping less accurate.
Now, with our impression pixel, we can track impressions directly within ad creatives, ensuring:
More accurate conversion mapping
Enhanced privacy protection
Easier campaign management
We’ll reach out to Freshpaint x StackAdapt customers soon to help set this up for you. Once live, you’ll see improved conversion accuracy and enhanced privacy compliance!
NEXT WEEK: Thursday, February 6 11:00 AM PT / 2:00 PM ET Join Freshpaint’s VP of Marketing, Ray Mina, and Endeavor Management’s Managing Director of Healthcare Strategy, Aaron Mauck, as they present the results of an insightful survey on healthcare payer marketing. This webinar will explore how payers are allocating budgets, implementing funnel strategies, and tackling privacy challenges to drive growth and compliance in an evolving landscape. RSVP now.
Freshpaint LIVE Nashville
Connect with fellow healthcare marketing leaders during ViVE at an exclusive Dinner and Wine Tasting at City Winery Nashville. This is your chance to build community, share insights, and spark conversations with peers navigating the always evolving landscape of healthcare marketing. RSVP NOW.
City Winery Nashville
*Dinner & Wine Tasting Included 609 Lafayette St, Nashville, TN 37203 February 17 @ 6:00 PM
Freshpaint LIVE Las Vegas
Join us at the iconic Sphere for an unforgettable evening during HIMSS 2025! Experience the groundbreaking V-U2 Immersive Concert Film, where U2’s legendary performances come to life through state-of-the-art visuals, sound, and technology. Network with fellow healthcare marketing leaders while enjoying appetizers, beverages, and an experience like no other. SAVE YOUR SEAT.
Sphere Las Vegas: U2 Experience Immersive Concert Film
Tuesday, February 18 11:00 AM PT / 2:00 PM ET Be the first to experience the future of high-performance marketing in healthcare. Our upcoming beta program introduces powerful, privacy-first features designed to elevate your marketing performance. Join us for this upcoming webinar to explore how these features can redefine your strategy:
Enhance ROI with Real Appointment Data: Bridge the gap between appointment data and ad campaigns. Move beyond unreliable web conversion metrics to get a clear view of ROI by service line—all while staying HIPAA compliant.
Supercharge Google Ad Performance: Link accurate appointment data conversions with Google Ads to fuel advanced bidding strategies like tROAS and maximize ad performance.
Get End-to-End Patient Journey Insights: Visualize the entire patient journey, from the first ad click to an in-office visit. Make smarter, privacy-first decisions with insights into CAC and ROI across service lines.
Optimize Marketing Budgets: With flat or declining budgets, every campaign must perform. Empower leadership with robust, privacy-compliant ROI insights. Showcase the true impact of your campaigns, secure budget growth, and position marketing as a strategic growth engine.
Healthcare marketers face stiff competition from providers and retail giants, making exceptional online experiences crucial. Privacy concerns, however, add complexity. To overcome this, you need a privacy-first foundation that safeguards data while enabling personalization. Watch this on-demand webinar to explore full-funnel strategies and learn how St. Elizabeth Healthcare delivers personalized experiences at every stage of the consumer journey.
Healthcare marketers face a unique challenge: They need data to fine-tune their campaigns, but privacy guidelines make it tricky to use that data while protecting patient privacy. The solution isn’t to stop collecting marketing data altogether—it’s building a privacy-first foundation that makes your marketing data as safe as it is powerful. That’s where Freshpaint’s new integration with CallRail comes in. Watch the webinar here.
Freshpaint's Compliant Corner
The 2025 State of Payer Marketing Report is here, and the data is clear—healthcare payers are doubling down on digital advertising, but they’re facing new challenges in measurement, privacy, and performance.
Some key takeaways:
Budgets under pressure – Payers are being asked to do more with less, making ROI measurement more critical than ever.
Privacy-first advertising is a must – With increasing scrutiny on data sharing, payers are shifting strategies to comply with HIPAA and evolving state laws.
Full-funnel marketing is the future – More payers are connecting ad performance with downstream patient outcomes, but data silos remain a hurdle.
If there's one thing this report taught us, it's this: As healthcare shifts further into digital, payers who embrace privacy-first marketing will gain a competitive edge -- unlocking better performance while staying compliant.
Epic is pushing to dismiss the antitrust case filed by Particle Health, arguing that its decision to block access to patient data via third-party aggregators is legally sound.
This fight isn’t just about two companies. It’s actually a flashpoint in the larger battle over interoperability, data ownership, and the future of healthcare innovation.
The big question: Who really controls patient data? On one side, Epic and major EHR vendors claim they’re protecting privacy and compliance. On the other, startups argue these policies create unnecessary roadblocks that stifle competition and limit innovation.
