Wild week, right? Tuesday brought on one of the most unexpected moves in our country's history. Yes, that's right, the NFL's Cincinnati Bengals made an in-season trade.
It's unexpected because the Bengals have only added a player via trade in-season two other times in franchise history. And they're a franchise that has been around for fifty-seven years.
Lots of other big changes happened on Tuesday too. The Commanders bolstered their defense. The Cowboys confused everyone with a bizarre trade. And the Steelers made a few subtle changes that could have a big impact. But since this isn't a sports newsletter, I'll move on.
Here's what I've got for you this week:
Freshpaint is helping you understand lead quality
We're going to HCIC
A marketing success story from LetsGetChecked
A few thoughts on what the next four years will look like for healthcare data privacy
Read on...
Product Update
In healthcare marketing, we know all leads aren’t created equally. But parsing out the good leads from the not-so-good ones requires data from your appointment ecosystem.
And that's where the disconnect lies. There’s often no easy way to connect Google Ads performance data and your appointment booking data. That limits your control to top-level metrics like web visits or cost per lead.
But what if your ad spend could be directly tied to actual outcomes like attended appointments or service-line demand? When done properly, you unlock advanced bidding strategies tailored to your goals:
Target High-LTV Service Lines: For service lines with high lifetime value, you could loosen ROAS targets to drive more initial appointments, knowing these patients bring greater long-term value.
Manage Capacity in Key Service Lines: If a service line has lower current capacity, a stricter ROAS target can ensure your spend reaches only the most engaged consumers, optimizing for high-quality leads.
We're making this a reality at Freshpaint, starting with a select number of customers.
Want to be part of it?Reply to this email to let me know. Or connect with us at HCIC next week. Details below 👇
Freshpaint is Headed to Austin for HCIC
Freshpaint LIVE is headed back to Austin for HCIC!
Join Freshpaint at HCIC in Austin for three exclusive opportunities to connect with healthcare marketers.
On Monday, Nov. 11 at 3:15 PM, catch Freshpaint's Ray Mina and Baptist Health's Lauren Anderson as they discuss how to future-proof healthcare marketing with first-party data. See the conference agenda for more details.
Monday night at 7:30 PM, catch up with us at a casual mixer in the JW Marriott Lobby Bar, where you can grab a drink and chat about industry trends in a relaxed setting.
Then, on Tuesday, Nov. 12 at 7:00 PM, escape the conference hustle for an upscale dinner at Dean’s Steakhouse. Enjoy premium steaks and meaningful conversations with peers—no sales talk, just genuine connections and insights on the latest in healthcare marketing.
Ready to close out the year with a slam dunk? Join us for Freshpaint LIVE in Miami on Wednesday, Dec. 4, 2024 at 7:00 PM as we watch the Heat take on the Lakers! Connect with healthcare marketing leaders for an evening of full-court insights on everything from full-funnel strategies to navigating the latest in privacy and compliance. This is a no-pressure, no-sales environment focused on real conversations and solid connections. Come for the game, stay for the game-changing ideas! Score your spot – click here to sign up.
Innovation is hard in healthcare marketing. There are data silos, privacy regulations, and organizational hurdles that make it difficult. But some organizations, like LetsGetChecked, are embracing those challenges and finding ways to be innovative.
But as LetsGetChecked knows first hand, innovation requires data, and ensuring that data usage does not violate strict privacy regulations is no small feat.
This challenge recently became even more complex when LetsGetChecked’s leadership decided to remove all marketing pixels and tags from their marketing efforts to meet new data privacy standards.
To solve those challenges, LetsGetChecked brought in Freshpaint. Implementing Freshpaint allowed them to get back to innovation. As LetsGetChecked's Arden Kaley puts it, "When we had to remove our marketing pixels and tags, we really lost sight of what was working and what wasn't working. With Freshpaint, we're back at a place now that was consistent with what we saw before these compliance measures."
Despite the intro to this email, there was bigger news than the NFL trade deadline in the US this week. Donald Trump won the presidential election. And while we'll have to wait and see how his presidency will impact healthcare, there are a few things we know about healthcare data privacy already.
Trump’s deregulation stance suggests he may leave privacy laws to the states, leading to a continued patchwork of complex state regulations. However, since consumers on both sides of the aisle want more data privacy, states will likely continue enacting tough privacy laws. So we should expect the patchwork of privacy to become more complex.
The proposed federal privacy law, the American Privacy Rights Act (APRA), is a bipartisan bill proposed and supported by Democrats and Republicans. There's a strong chance that the bill will continue to get pushed forward once the dust settles from this election.
If you only take away one thing from this newsletter, it should be this: healthcare organizations must prioritize data privacy to future-proof their practices, regardless of regulatory changes. It’s the safest path forward.
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