Apparently today (February 19th) is International Tug-of-War Day, which feels about right for healthcare marketing.
Most teams I talk to are in a constant tug-of-war over data. Marketing wants more signal, Legal wants less risk, IT just wants everything to stop breaking. Everyone’s technically holding the same rope, but it doesn’t always feel like you’re pulling in the same direction.
This week’s issue contains a couple of resources that'll show you what happens when you stop playing tug-of-war (spoiler: everyone wins).
But first, an exciting product update..
Product Update: Freshpaint Consent Manager
State-by-state privacy rules shouldn’t force you into one blunt consent experience.
But that’s where a lot of healthcare orgs end up: one strict model, everywhere, just to stay safe.
You can now group US states into your own regions (like “strict states,” “fundraising exceptions,” or “telehealth markets”) and attach tailored consent policies and copy to each — all from a single configuration.
Here’s what this unlocks:
Align consent flows to different state-level requirements without duplicating setups
Give legal the control they need while keeping marketing performance in friendlier states
Roll out new regional policies fast, without a new engineering project every time
If you’re managing a messy state footprint and tightening privacy posture, this will make your life a lot easier.
Reach out to your Account Manager (or reply to this email), and we’ll help you get it set up.
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 tickets are limited because we're keeping the event intentionally community-focused. Good news though, if you do get a ticket, 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
Freshpaint LIVE Las Vegas
Join a growing community of healthcare marketers, digital leaders, and privacy champions who are rewriting the rules of patient engagement. At Freshpaint LIVE, you'll connect face-to-face with industry peers, learn from bold innovators, and explore how to deliver high-performance marketing without compromising patient privacy.
This is your front-row seat to real-world strategies, practical insights, and candid conversations that are shaping the future of healthcare marketing. We’re bringing the community to you. Check out where we are headed next below.
Join us for an intimate evening during RISE MMS at Brasserie B, a Parisian-inspired steakhouse known for incredible food, warm vibes, and even better conversation. This dinner is for healthcare marketers who want to swap ideas, share what’s working, and connect beyond the conference floor over a memorable meal and great wine.
📍Brasserie B Parisian Steakhouse in Caesars Palace
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.
It breaks down what real multi-channel looks like when every channel has a clear job in the patient journey, how awareness and consideration work together to lower your downstream acquisition costs, and why the right data foundation is non‑negotiable.
Fresh Take: The Digital Front Door
Most healthcare marketers are making smart choices with bad data.
Dashboards crown paid search the hero, brand and awareness look wasteful, and “performance problems” get blamed on budgets or creative—when the real culprits are last-click bias and leaky conversion experiences.
In this week’s Marketing Rounds, Blue Cross NC’s Jeric Griffin and Ray Mina unpack:
How channel myopia distorts performance
Why intent is finite, and
How simple CRO fixes at enrollment and scheduling can unlock more growth than another dollar into Google
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