Important debate happening around Freshpaint, and we could use your opinion:
Are acai bowls actually healthy or do they just taste good? Cast your vote by clicking one of the links below (PS - the links don't go to anything useful. I'm just using those links to track clicks):
I'll share the results in next week's newsletter. I believe this is what the cool marketers call an "engagement loop." You voted, you're gonna want to know the results. You'll be back next week, right?
Anyway, this intro is actually extremely relevant (smooth transition alert) because of our plans for HMPS. If you're gonna be there, stop by the Freshpaint booth for "a healthy dose of marketing performance." We'll be slinging smoothies, immunity shots, and other healthy treats you can enjoy while you get a quick “marketing data checkup.” Think of it as an urgent care visit for your marketing stack.
And here's what else I've got for you this week:
The 91% to 1% paradox
Vibe DSP + system status updates
Where are we headed next?
How IU Health Owns the Lifecycle
New jobs from Hims & Hers, St. Elizabeth, and more
91% of healthcare marketers say data drives their decisions. 1% can connect the majority of their spend to actual outcomes.
Chris sat down with Freshpaint CEO, Ray Mina, to discuss what that paradox means. Tune in here: The Channels the Model Can’t See
Know someone navigating the attribution gap? Forward this email their way. Or they can subscribe here.
Product Update: Vibe DSP + System Status
Two updates this week. One expands where you can measure. The other makes sure everything's running clean.
Vibe DSP is now a native Freshpaint destination
If you're running programmatic, display, or CTV campaigns on Vibe, you can now send privacy-first conversion events directly from Freshpaint and tie performance back to real patient actions.
Most DSP workflows weren't built with privacy in mind, which means healthcare teams often have blind spots in their programmatic measurement. This closes that gap. You get a clearer view of what's actually working, and the confidence to shift budget toward the campaigns and channels driving real results.
Vibe joins our expanding set of privacy-first activation channels. If your team is running on Vibe, reach out to your AM to get set up.
And: System Status is here.
If you're managing a complex Freshpaint setup across multiple domains, this one is for you. System Status gives you a single view of your entire tracking footprint so you can spot unauthorized cookies, check instrumentation health, and report confidently to leadership without stitching together updates from five different places.
Reach out to your Account Manager to learn about either of these, or contact sales for a walkthrough.
Fresh Events: Where We're Heading Next
The Urgent Care Leaders Circle has landed! A candid, peer-led roundtable for urgent care marketers, operators, and compliance leaders. Next week's session will feature Dave Twichell, Head of Marketing at Freshpaint, sharing key takeaways from the UCA Urgent Care Convention in Chicago last week and opening it up for conversation around a common theme: how integrating marketing, operations, and the patient experience is critical to driving real growth. Join the discussion!
Join us and our friends at Amsive Health and Invoca for a private reception during the HMPS26 Summit! Enjoy natural wines, seasonal cocktails, and Mediterranean tapas. Plus, connect with fellow healthcare marketers outside of the conference halls.
Amsive Health Reception
📅 Monday, May 4
⏰ 7:00PM MT
📍 Melancholy Wine & Cocktail Lounge (556 Gale St, Salt Lake City, UT 84101)
Escape the HMPS26 Summit hustle and join us for Freshpaint LIVE in Salt Lake City. We're gathering a small group of healthcare leaders for a relaxed dinner with great food, honest conversations, and the opportunity to connect with peers. Leave with a few fresh ideas worth bringing back and a few new friends!
Freshpaint LIVE Salt Lake City
📅 Tuesday, May 5
⏰ 6:00PM MT
📍 Laurel Brasserie & Bar (inside The Grand America Hotel)
After bringing healthcare leaders together in Miami and New Orleans, House Call is making its next stop in Boston this June. Join a curated group of senior healthcare marketers for candid conversations on how to stretch fixed budgets, prove what’s working, and build strategies that stay resilient in today’s evolving privacy landscape. Expect actionable ideas, real peer insights, and connections you’ll carry forward long after the event.
Most healthcare marketing campaigns start with the same assumption: get people in the door. But what happens after that first visit?
Jeremy Rogers and the team at Indiana University Health asked that question and completely rebuilt their marketing around it. Instead of treating every campaign like a net-new patient acquisition play, they shifted to a full-lifecycle model. One that focuses on winning every care decision a patient makes, not just the first one.
The results? Higher lifetime value, stronger share of care, and a measurement model that finance and clinical leaders actually trust.
This is the latest in our Anatomy of a Campaign series, where we break down real healthcare marketing campaigns so you can steal the strategy.
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