One thing I’ve learned after writing this newsletter every week for the past year and a half: the non-work stuff always wins.
Last week, I linked to a piece of SaaS drama from TechCrunch. It was the most clicked link by far. A few weeks back, I dropped a pop punk playlist (objectively the best genre), and surprise: also the most clicked.
So it’s got me wondering… do we all just want a newsletter that pretends to be about healthcare marketing, but is actually just a front for internet rabbit holes and nostalgic music recs?
Maybe I can make that a reality when my boss isn't paying attention.
Unfortunately, he is paying attention this week, so I'll have to stick to the things that matter in healthcare marketing. Here’s what we’re digging into this week:
Your chance to help shape the future of Freshpaint
Freshpaint is heading to Chicago and Orlando this month
The shift from traditional to digital marketing
Yikes. That's not how to handle a data breach.
Let's get into it...
Product Update
Help Shape What’s Next at Freshpaint
We’re building some big things, and we need your help to make sure we’re heading in the right direction.
This week, we’re putting out a call for interviews with two key groups of people:
Audience Builders If you’re potentially interested in using a new "audience builder" feature in Freshpaint, we’d love to talk to you. We’re looking to learn more about what features and functionality matter most, and if/how you’re using audience tools today.
DSOs and Dental Marketers As we build out functionality for specific healthcare subverticals, we’re looking to talk to DSOs of all shapes and sizes. Whether you’re PE-backed or independently owned, we want to understand your current state, marketing challenges, how you discover new tech, and what you wish the marketing tech stack actually did.
We’ll send you a thank-you gift for your time.
Interested in chatting? Just reply to this email and we’ll coordinate a time.
Join us for at Toro by Chef Richard Sandoval for a unique opportunity to engage with industry peers and explore innovative approaches to patient engagement and data privacy. Sign up here!
Join us at Eagles Edge, a premier driving range that sets the perfect backdrop for collaboration with the healthcare marketing community. Sign up here!
Join us for a unique virtual experience designed exclusively for urgent care marketing leaders. This interactive event blends marketing strategy with hands-on lockpicking to help you crack the code to accelerated patient growth. Sign up now!
On-Demand Webinar In this on-demand webinar, we’ll show you how to enhance ROI by linking appointment data to your campaigns, supercharge your Google Ads performance with accurate data for better bidding, and gain end-to-end insights into the patient journey. You'll also get a chance to explore how to optimize your marketing budgets with privacy-compliant ROI insights to help secure growth.
Join marketing and healthcare strategy leaders as they explore the results of an insightful survey on payer marketing, shedding light on how payers are allocating budgets, implementing funnel strategies and tackling privacy challenges to drive growth and compliance in an evolving landscape. Watch the webinar here.
Freshpaint's Compliant Corner
The shift from traditional to digital marketing isn’t optional anymore. It’s survival. But in healthcare, going digital doesn’t mean slapping on GA4 or Meta Pixel and calling it a day. That old playbook is now a compliance liability.
According to our latest eBook, From Billboards to Clicks, 70% of healthcare marketers say they’re not confident using data to optimize campaigns. Why? Because the tools they're using don't give a full picture of the data.
Privacy laws like HIPAA are forcing marketing teams to limit how they use data. But, more organizations are swapping out traditional ad tracking for privacy-first platforms that is finally unlocking full-funnel visibility.
You can’t scale modern marketing on outdated infrastructure. If your tech stack still leans on tools that “sprinkle in” compliance after the fact, it’s time for a rethink.
File this one under "Yikes. That's not how to handle a data breach."
Oracle Health, formerly known as Cerner, experienced a data breach affecting multiple U.S. healthcare organizations. And while Oracle is privately admitting the breach, they're not saying anything publicly. That's not how to handle a data breach. It's PR-101. When something bad happens, you have to get in front of it to shape public perception.
If that weren't bad enough, Oracle is passing the blame back to its customers, telling them to figure out whether breach notifications are required. Translation: “We were breached, your patients’ data is at risk, and it’s your compliance problem now.”
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