The events of this past week had people expressing frustration, saying things like, "How can they keep getting away with this?" and "Someone has to stop them!" And I get it. When you look at all the facts, it seems like the billionaires that control this circus have rigged the system in their favor.
I mean, they've played in 7 straight AFC Championship games. They've been to the Super Bowl 4 out of the past 5 years. That's unprecedented. It seems unfair. Something's gotta give, right?
I am, of course, talking about the Kansas City Chiefs. Their game against the Texas certainly had some questionable calls that went their way. I'm not a conspiracy theorist, but it seems like things go in their favor more often than not. Hopefully the Bills can take the Chiefs down on Sunday and then win their first Super Bowl. The Bills, and their fans, certainly deserve it.
Any other newsworthy events happen this week? Nothing really comes to mind so let's move on to this week's newsletter. Here's what I've got for you:
Let's dive in...
Product Update
Google's Conversion Linker isn't HIPAA compliant, creating a real challenge for healthcare marketers tracking cross-domain conversions. Current solutions for this problem require an engineering-intensive approach, often leaving healthcare organizations in the dark.
But, there's good news.
Freshpaint is launching Cross-Domain Tracking to eliminate these HIPAA compliance headaches. We've developed a streamlined way to track conversions across domains in our BAA-protected platform.
Our innovative approach automatically appends tracking identifiers to URLs, ensuring accurate attribution while maintaining patient privacy.
Healthcare marketers can now:
Maintain precise cross-domain tracking
Eliminate manual workarounds
Stay HIPAA-compliant
Cross-Domain Tracking is available to current Freshpaint customers. Contact your Account Manager toget started!
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.
Sip, Connect, and Look Ahead: Exclusive Virtual Coffee Tasting & Roundtable Join us for a premium coffee tasting with Chef Bob—complete with a curated coffee kit delivered right to your door—and an exclusive roundtable discussion with top healthcare marketing leaders. We’ll chat about the biggest moments of 2024, fresh strategies for 2025, and what the proposed HIPAA updates could mean for your marketing game. Get your coffee kit here! ☕️ 📅 Thursday, February 13, 2025
⏰ 11:00 AM PST / 2:00 PM EST
📍 Virtual ***Register by January 30 @ 9 PM PT in order to receive your coffee kit in time for the event.
Freshpaint @ ViVE 2025
Will you be at ViVE next month?
Catch us at booth #2109 at ViVe in Nashville kicking off on February 16. Set up time for a quick chat with Freshpaint or stop by and say hello and grab one of our infamous dancing robots! 🤖
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.
City Winery Nashville 609 Lafayette St, Nashville, TN 37203 *Dinner & Wine Tasting Included February 17 @ 6:00 PM RSVP Now
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
We just hit publish on one of our biggest data-backed reports to date. The 2025 Payer Marketing Report highlights trends in healthcare payer advertising:
Budgets: Payers with fewer than 50,000 covered lives allocate $25k-$50k monthly, while those with 100,000+ spend over $100k.
Marketing Goals: Smaller budgets prioritize BOFU conversions (75%), while larger budgets take a more balanced, full-funnel approach.
Challenges: Top issues include consent management, tech integration, personalization, and data security, with only 21% citing budget concerns.
Privacy: Larger payers are more aware of PHI-sharing risks, with 50% implementing safeguards vs. 12.5% of smaller payers.
Ownership: Marketing Ops-led teams show better privacy awareness (31.6%) compared to Marketing-led teams (12.5%).
The report focuses on the need for strategic budgets, privacy compliance, and durable privacy solutions.
Last month, Meta warned healthcare organizations about upcoming data restrictions to Meta Ads. It seems those restrictions are finally here. Healthcare organizations are reporting ad deliverability being limited. Here's what we know so far:
Meta seems to be blocking bottom-of-funnel standard conversion events (like “Schedule” or “Find Location”) in some cases but isn’t targeting custom events in the same way.
Healthcare organizations that are rebuilding standard events as custom events seem to be in the clear.
Those two points seem to indicate that Meta is passing the responsibility for compliance with their terms onto the advertiser and that Meta isn't going to police this too closely.
What has been your experience with these restrictions? Hit reply and let us know.
