The Freshpaint team is in New Orleans this week for our company off-site, and I have to say, this city has been surprising (in many ways). The food is incredible, the weather is perfect, and apparently my boss, Sonya, has been hiding something from all of us.
She took the karaoke stage last night and rapped Eminem's Lose Yourself.
Flawlessly. Every word. Full commitment.
I have so many questions. Is this a regular Wednesday night activity for her? Does she practice at home? Did she show up in NOLA knowing this was going to happen?
Anyway. New Orleans is giving us a great preview of what's coming for House Call later this month (more on that below), and if karaoke night is any indication, it's going to be a good one.
Here's what else I've got for you this week:
Microsoft CAPI
House Call New Orleans
Multi-Channel Marketing
CMO → CEO
Fresh jobs
Let's get into it...
Product Update: Microsoft CAPI Early Access
Healthcare growth doesn't just happen on Google.
Microsoft Ads is another big player. It reaches patients and members across Bing, Outlook, Edge, and Windows. And that's why we're opening Early Access to Microsoft CAPI in Freshpaint.
For current customers, we'll be migrating you to Microsoft's official CAPI integration. Same privacy-first approach you rely on today, with one added benefit: because this is the official integration, you get more robust joint support from both Microsoft and Freshpaint when you need it.
Interested? Reach out to your Account Manager (or reply to this email) to get on the list.
House Call New Orleans
House Call New Orleans is Freshpaint’s private, invite-only gathering for senior healthcare marketers ready to reset, recharge, and reimagine what’s possible in 2026. It’s where real conversations happen.
The event brings together leaders across healthcare verticals to trade playbooks, share outcomes, and uncover what’s next in data-driven growth.
You’ll dig into:
What’s driving pipeline right now
How teams are measuring impact with tighter budgets
How to turn privacy into a real performance advantage
No vendor pitches. No crowded halls. Just practical strategies you can use immediately. But spots are limited because we're keeping the event intentionally community-focused. Good news though, if you do get a spot, Freshpaint covers flights, hotel, and meals. Too good to pass up, right? Sign up now:House Call New Orleans.
House Call Miami was a reminder that healthcare marketers don't have to solve today's challenges alone. In one room, leaders shared how they're navigating tighter budgets, breaking free from "Google-only" strategies, and using privacy as a true performance enabler, not a constraint. The event brought those conversations to life, featuring real talk, new Freshpaint launches, and why getting together in person matters more than ever. 👉 Watch the Miami recap video
Exclusive Dinner in NYC
Pull up a seat with us at Le Veau d'Or, one of the Upper East Side’s most talked about spots right now.
We’re hosting a private dinner with our friends at C Squared Social and MNTN at this newly revived Manhattan classic for an intimate evening of great food and even better conversation. No panels. No presentations. Just healthcare marketing leaders around the same table, talking shop and navigating the same pressures together.
Healthcare marketing is operating in a rapidly shifting privacy environment. State laws are expanding, AI adoption is accelerating, and digital advertising practices are under scrutiny.
That's why we're hosting a live virtual fireside chat with a privacy lawyer who lives in this space every day.
Mason Fitch, special counsel at Kelley Drye, advises organizations on HIPAA and emerging state privacy statutes. He previously led privacy work in-house at a digital health company and at Meta.
Join us online as Mason opens with a quick regulatory update, then spends the bulk of the session answering your questions on digital marketing, AI, and health data use.
Most multi-channel pitches die in the budget meeting because the measurement story easily translate to the language finance speaks.
Scott Orstad, VP of Marketing at Catholic Health, has spent two decades figuring out how to change that. In the latest episode of Marketing Rounds, he walks through how to build a multi-channel strategy that can survive CFO scrutiny, and earn more budget because of it.
A few things that stood out from his playbook:
Healthcare demand splits into two modes: intent-driven (urgent care, referral specialties) and awareness-driven (elective services, new locations). Search works great for the first one. For the second, if people haven't heard of you before they start searching, you've already lost.
When Catholic Health launched new outpatient centers, direct mail, email, and social outperformed search because people had geographic awareness (they'd driven past the site) and needed service awareness to act.
Don't scale a channel before the infrastructure is ready. If scheduling, call tracking, and attribution aren't in place, you're spending performance dollars and getting awareness results, which won't win over finance.
The throughline: this isn't a media theory. It's a sequencing problem. Get the measurement right, then scale.
Freshpaint was built for marketers. Now it’s led by one. We're excited to announce Ray Mina in the CEO role.
Ray has sat in the seat of the modern-day marketing leader – owning pipeline, defending budget, and trying to connect spend to real outcomes so that marketing contributes measurable growth to the organization. His perspective is core to our next chapter: helping healthcare marketers stretch fixed budgets, prove what’s working, and protect their strategies by turning privacy into a performance advantage.
We couldn’t think of anyone better positioned to lead our next phase. It’s time to raise the bar for healthcare marketing.
Fresh Jobs
Jobs from the industry for anyone searching for their next gig!
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