I spent a big chunk of my career working at different marketing agencies. One of my favorite campaigns was for a well-known app during a New Year’s push. We spent over $6M in just two months and drove cost-per-install down to $0.32. (For context, installs usually hovered around $1.)
The secret? It wasn't actually much of a secret. We did a retargeting + lookalike combo, and found a few new channels that hadn't been explored before. It was a data-driven tactic that fueled massive volume and incredible ROAS.
So imagine my shock when my agency took on a healthcare client and realized those exact strategies are basically off-limits in healthcare. Our client was expected to drive more patients, with a smaller budget than the previous year, and without the modern tools that would have made it possible.
Just an insane ask. And something that you all deal with every. single. day.
And that's exactly why I joined Freshpaint because I knew we could change that. To bring the same high-performance tactics I leaned on in my career to healthcare marketers.
And today, we’re doing it again. Read on to see how...
Product Update: 🚨 Audiences 🚨
This one's big. Really big.
For years, healthcare marketers have faced an impossible equation: drive more patient volume on a fixed budget and somehow improve ROI at the same time.
Today, we're solving that challenge.
Freshpaint Audiences unlocks lookalike modeling, retargeting, audience exclusions, and custom list uploads—all privacy-first and ready to activate across ad platforms.
For the first time, you can stretch your budget further by improving conversion rates, prove the value of your campaigns, and still protect patient privacy. No workarounds. No legal headaches. Just the targeting power you’ve been missing.
This isn't just another feature launch. It's the beginning of a new era: privacy-first audience targeting at scale.
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.
Lake Michigan Dinner Cruise Aboard the Chicago Elite
📅 Wednesday, September 17, 2025
⏰ 6:00 PM CT
📍 Departing Promptly at 6:30PM CT from Navy Pier
Chicago sets sail with a private yacht dinner on Lake Michigan. Connect with fellow marketers over skyline views, curated food, and genuine conversation. This is more than a meal, it’s an unforgettable night on the water with fellow healthcare marketers. RSVP now.
Wind down after the SHSMD sessions with drinks and networking at the Rathskeller Speakeasy. This hidden Dallas gem is the perfect spot to swap stories, share strategies, and connect with other healthcare marketing professionals. Bonus: You don’t need to be a SHSMD attendee to join us. Everyone is welcome! Sign me up!
Gather around the table at SER Steak + Spirits for a night of good food, great views, and even better company. Connect with SHSMD peers in healthcare marketing for meaningful conversations and fresh perspectives. Bonus: You don’t need to be a SHSMD attendee to join us. Everyone is welcome! Save your seat now.
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: Compliance + Marketing = ❤️
Too often, compliance and marketing feel like they're working against each other.
Compliance slows campaigns down, marketing pushes boundaries, and both sides get frustrated.
But the truth is: the healthcare orgs winning today are the ones that see compliance and marketing as partners.
Regulators are watching. OCR, FTC, and lawsuits make compliance non-negotiable.
Patients are expecting more. Privacy-first experiences build trust and loyalty.
ROI depends on it. Clean, compliant data fuels smarter targeting and better attribution.
That’s where Freshpaint Audiences comes in. It’s the bridge between compliance and marketing: giving teams the targeting power they need (lookalikes, retargeting, exclusions, list uploads) without the compliance risk.
The shift isn’t "compliance vs. marketing." It’s building a growth engine where compliance is the foundation of marketing performance.
Another hospital has joined the growing list of providers settling pixel lawsuits. Akron Children’s Hospital agreed to a class action settlement over allegations that Meta Pixel and other tracking tools on its website disclosed patient PII to third parties like Facebook and Google without consent.
The case (Doe v. Children’s Hospital Medical Center of Akron) covers 313,700 patients. Each class member can claim $19 in cash plus two years of credit monitoring and ID theft protection. That will add up to more than $6M in payouts.
Beyond the financial impact, the hospital also agreed to remove pixels from its public-facing site and prohibit their use on patient portals or forms, with only HIPAA-compliant vendors allowed for analytics going forward.
