Last week I asked for feedback on how to improve this newsletter, and I got some great suggestions. I also got one that I strongly disagree with: someone told me I should "stop treating the intro like my diary." Which...no. If you read my actual diary, you'd be bored to tears. And I'd like to think the intro is more entertaining than my diary. But for the record, I may have immediately unsubscribed that person.
This week, I'm rolling out one of the actual suggestions: a weekly jobs roundup. I'm into it. This newsletter has turned into a little community, so sharing open roles feels like an easy way to help people find their next thing. And if you're hiring for a healthcare marketing role, send it my way and I’ll feature it.
Anyway, let's get on with it. Here's what I've got for you this week:
New Integrations: AppLovin & Microsoft Ads
From Cost Center to Growth Driver
Can you prove the impact of multichannel?
The newest acronym you need to care about: HIPRA
Let's go...
Product Update: New Integrations
We've got two new integrations!
AppLovin (Early Access Now Open) We're recruiting early access users for our new AppLovin destination. It’s our first major move into mobile advertising and a strong win for anyone with a native app. With this integration, you can:
Scale mobile performance marketing
Reach high-value mobile users
Run privacy-safe mobile campaigns
Cut manual work connecting mobile data to ad platforms
If you want in, just reply to this email, or contact your Freshpaint AM.
Microsoft Ads (Coming Soon) We're also adding Microsoft Ads as a new Audiences destination, giving you more reach beyond Google and Meta. This opens up targeting across Bing, MSN, Outlook, and Windows. You’ll be able to:
Retarget deeper-funnel users
Build exclusion lists
Expand reach with lookalikes
Eliminate manual list uploads
Early Access starts in early December. More details soon.
Upcoming Conference
We’re hosting something different in January and you should be there.
House Call MIAMI is invite-only and intentionally small. It’s where you’ll trade playbooks with leaders from OrthoCarolina, Teladoc Health, and EssilorLuxottica on how they’re measuring what works, proving value, and building marketing that actually drives growth.
You’ll also get a sneak peek at what’s next from Freshpaint and trust us, you’ll want to hear about it first. Reserve your spot today.
When: January 14–16, 2026 Where: 1 Hotel South Beach Cost: For qualified attendees, Freshpaint covers travel, hotel, and the full event experience.
Healthcare marketers are being asked to do more with less. This webinar explores how industry leaders are navigating shrinking budgets, rising expectations, and rapid change. Alan Shoebridge of Providence and Suzanne Hendery of Renown Health share candid, practical strategies for leading teams, proving ROI, and unlocking new efficiencies without sacrificing impact. Watch to learn how to turn constraints into creativity and walk away with actionable tactics you can use right now.
Healthcare marketers have long been stuck between a rock and a hard place. They want to run smarter campaigns with better targeting—using tactics like lookalike modeling, retargeting, audience exclusions, and custom list uploads, but have been blocked by privacy concerns and complex compliance rules. Until now.
Fresh Content: Cost Center to Growth Driver
Healthcare marketing often gets labeled as a "cost center." ROI is hard to prove in any industry, but healthcare adds extra friction -- siloed data, entrenched stakeholders, and real privacy constraints.
But the marketers who are winning right now aren’t waiting for the rules to get easier. They’re building privacy-first data foundations that let them track the full patient journey, without putting PHI at risk, and they’re using that visibility to earn back trust from Finance, Ops, and the C-suite.
Freshpaint's Ray Mina recently joined a panel with Sherianne James (CMO, Heartland Dental), and Monu Kalsi (SVP of Marketing, Duly Health and Care) to unpack how marketers can actually make this shift. Here are the need-to-knows from that conversation:
1. Centralize your patient data Heartland went from “leads and clicks” to tracking booked appointments and patient value by stitching their data together in a compliant way. That visibility unlocked real ROI reporting.
2. Speak in revenue, not vanity metrics Clicks don't earn you credibility. Attended appointments, CAC, LTV, and ROAS do. As Monu put it, “own a number” and show how you move it.
3. Feed Google Ads better signals When Google knows which conversions lead to attended appointments, performance jumps. Some teams have seen ~20% revenue lifts on the same spend.
4. Treat privacy as leverage, not a limit Privacy brings Legal, IT, Compliance, and Marketing to the same table. Use that alignment to modernize your data strategy and build trust across the org.
File this one under: "Add another acronym to your lexicon." (Sidenote: "lexicon" is a great word. Use it more often).
Senator Bill Cassidy introduced the Health Information Privacy Reform Act (HIPRA), a federal bill that would extend HIPAA-style protections to apps, wearables, wellness platforms, and any consumer-facing company that handles identifiable health data.
In other words, the gap between "HIPAA-covered" and "everything else" might finally start to close.
The bill would:
Require HHS and the FTC to create unified privacy, security, and breach-notification rules for non-HIPAA entities
Set national standards for de-identification and restrict re-identification
Align HIPAA and Part 2 (substance use disorder data) even further
Add new patient notification rules for any entity accessing HIPAA data through Right of Access
Require clearer consumer disclosures from apps and wearables that generate “wellness data”
Push HHS to clarify how HIPAA’s minimum-necessary standard applies to AI and machine learning
Why it matters: If HIPRA moves forward, it would bring far more consistency to health data privacy nationwide. For healthcare marketers, that could be a double-edged sword: clearer federal rules, but less wiggle room for vendors and partners who’ve historically operated outside HIPAA.
