Grammar lesson for the day: FBI, ATM, and DVD are not acronyms. They're initialisms. Most people would think of those as acronyms. But most people are wrong!
Anytime you pronounce the first letter in a series of words, that's initialism. Acronyms are terms created from the first letter of a series of words. NASA, for example, is an acronym.
Why am I bringing this up? Well...seamless transition alert...everyone's favorite healthcare strategy conference, SHSMD Connections, is coming up.
Despite the fact that SHSMD looks like it should be an initialism, everyone pronounces it as a word. It's gotta be one of the longest acronyms with no vowels. I'm not going to look that up. I'm just going to choose to believe it.
ANYWAY.
Freshpaint is going to be at SHSMD! We'll have a booth (with an espresso bar), we're doing two Freshpaint LIVE events, and we're joining forces with St. Elizabeth Healthcare for a sunrise session titled, "Consumer” Is Not a Bad Word in Healthcare."
Read on for all the details...
Product Update
Healthcare privacy makes Facebook (aka Meta) advertising...difficult...to say the least. The Facebook pixel, used to optimize ad performance, directly leads to lawsuits and HIPAA violations. Healthcare marketers have known this for a while.
As a result, healthcare organizations have stopped using the pixel and don't share any data with Meta to optimize performance. That causes KPIs to skyrocket. Heartland Dental, for example, saw an 8x increase in CAC once they removed the Facebook pixel from their websites.
That's exactly why Freshpaint exists. Our Healthcare Privacy Platform supports both click-through AND view-through conversions in Facebook. That support allows healthcare marketers to optimize for your key goals and feed important data back to Facebook that it needs to further optimize performance.
By adopting Freshpaint, healthcare organizations like Allergy Partners have significantly reduced their cost per lead (CPL)—from $300 per lead when they weren't sharing data with Facebook, down to just $12 per lead.
Best of all?
Freshpaint does this while protecting patient privacy. So healthcare marketers can get back to being marketers.
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 Join Freshpaint for a Michelin-star experience at one of Denver’s finest restaurants, Guard and Grace. This is your chance to connect with top healthcare marketing leaders over a fabulous meal and share ideas in a relaxed, high-end setting. This is more than just dinner – it’s a unique chance to build relationships with thought leaders who are shaping the future of healthcare marketing. And to make things easy, Freshpaint is even covering the cost of your Uber to get you there! Sign up for more info.
Location: Peaks 27th Floor Lounge Hyatt Regency at the Colorado Convention Center
Cap off your SHSMD experience in style at the Freshpaint LIVE Mixer at Peaks Lounge. Located on the 27th floor, this chic spot offers sweeping views of the Denver skyline and the Rockies, making it the perfect backdrop to meet the healthcare marketing community face-to-face, exchange ideas, and build lasting relationships. Whether you're continuing a conversation from earlier in the conference or making new connections, this is an event you won’t want to miss. Save your spot.
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
Healthcare marketers have a tough job. They compete for attention from the same consumers that forward-thinking brands in other industries are trying to reach. But regulations, siloed data, and various stakeholders make consumer marketing in healthcare extremely challenging.
That's why many healthcare organizations view the term "consumer" as a word that should not be used in a professional setting.
Tides are changing, though. Changemakers in healthcare are driving the shift toward consumer marketing. Stephanie Downing, Manager of Digital Communications at St. Elizabeth Healthcare, is one of those changemakers. She's been working to push St. Elizabeth toward a consumer-based marketing approach that embraces the entire marketing funnel in innovative ways.
Her team's results have been stunning. According to Stephanie, by adding in upper-funnel consumer-based marketing channels, they improved bottom-funnel search conversion volume by 92% while maintaining similar spend for search.
Wowza.
Best of all? Stephanie is going to be sharing her learnings with Freshpaint's Ray Mina on October 14th at our Sunrise Session during SHSMD's Connections Conference.
Everyone's favorite fire-truck-owning EHR, Epic, just got hit with an antitrust lawsuit. The lawsuit, filed by Particle Health, claims that Epic is using its dominant market position to crush competition in the emerging payer platform sector.
Particle Health says that Epic cut off data access for Particle customers and overwhelmed their support team. This negatively impacted patient care, blocking access to critical clinical data and harming over 2,800 patients in community oncology practices.
It'll be interesting to see how this one plays out.
