A coworker of mine (hey, Bianchi!) recently heard that a marketer accidentally sent an email addressed to "Dear FirstName" to 8,000 people. Yikes.
But honestly, who among us hasn't made a goof like that before? We've all shipped something we wish we could take back, and there's something oddly comforting about that shared humanity.
Which gave me an idea. Next week, I'll run a Hall of No Shame in this newsletter. Send me your biggest marketing goofs, and I’ll feature them anonymously so we can all feel a little less alone in our chaos.
And to get the ball rolling, here’s mine:
Back when I was agency-side, I launched a Snapchat campaign for a well-known brand using the wrong creative. Not just an early mock, the literal “PLACEHOLDER HEADLINE” version. It ran for hours.
The wild part? It had a great click-through rate. Somehow my mistake ended up outperforming the real thing.
Anyway...your turn. Hit reply and share your best disaster.
Let's get on with the rest of the newsletter. Here's what I've got for you this week:
Consent Manager is coming...
You're gonna want to come see us in Miami
The Attribution Trap
Cyber Monday
HHS's AI strategy
Let's go...
Product Update: Consent Manager is Coming
Freshpaint’s new Consent Manager is almost here. It's launching in January.
Why it matters: state privacy enforcement is getting stricter, and incorrectly deployed consent managers (like the recent Healthline case) are now a real risk.
Freshpaint’s approach gives teams compliance without breaking marketing performance.
What you’ll get:
Easy, non-technical setup through the Freshpaint SDK
State-by-state consent enforcement
Customizable design and legal language
Continued ability to collect essential data under your BAA, even when visitors opt out
We’re in early-access now. If you want to explore it ahead of launch, reach out to your Freshpaint Account Manager.
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.
Compliance drag is costing health plans growth - slow approvals, bad data, and inflated conversions keep teams stuck. On Dec 10, we're teaming up with Tom Armitage (MVP Health Care), MCRA, and New York Health Plan Association to show how a privacy‑forward foundation turns governance into an accelerator so you can move faster, trust the numbers, and get better performance from your marketing and digital investments. Reserve your spot today.
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: The Attribution Trap
Most healthcare teams trying to “do more with less” end up in the same place: funneling more budget into Google because it's the only channel with halfway decent signals. But that reflex creates its own trap. When all your attribution skews toward last-click, Google looks like the hero and everything else looks wasteful.
The truth is simpler. Google captures intent. It doesn’t create it. And if you measure everything through last-click, you’re cutting off the very channels that generate the demand Google later harvests.
Marketers who break out of the trap follow a simple playbook: build demand upstream, then let Google collect it more cheaply. When you do that, brand queries climb, direct traffic increases, and your cost per conversion drops because you’re no longer fighting for the same category keywords as your competitors.
The blocker isn’t strategy. It’s infrastructure. And it's fixable.
A simple question from Ray: what if healthcare adopted the performance playbook e-commerce has mastered?
Fresh News: HHS Unveils Its AI Strategy
The freshest news I can feature...
Just today, HHS just rolled out a Department-wide AI Strategy designed to modernize everything from internal operations to public health infrastructure.
The plan introduces a “OneHHS” approach that pulls CDC, CMS, FDA, NIH, and others into a unified AI framework focused on governance, workforce enablement, research, and care delivery modernization.
The federal government is shockingly moving fast to operationalize AI inside core health agencies, and that momentum will trickle downstream.
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