I had Monday off this week and spent a long weekend hiking with my family in the Blue Ridge Mountains. It was a great trip. Highly recommend some time offline and outdoors if you can swing it.
But now I have no idea what day it is. I’ve been confidently calling today "Wednesday" since breakfast. So that's why this newsletter is a little late today but hopefully you'll forgive me. And hey, as a way to say, "I forgive you, Mark" maybe forward this to a friend? Or click a link so my boss knows people actually read and click things in here.
Anyway, here's what’s new this actual Thursday...
Freshpaint + SiriusXM
Come hang out with us at SHSMD
Coffee!
The State of Healthcare Audio
CA's newest privacy law
Let's get to it...
Product Update: Freshpaint + SiriusXM
We’re joining forces with SiriusXM, the largest digital audio network in North America, to help healthcare marketers reach patients through privacy-first audio and podcast campaigns.
Why you should pay attention:
Almost everyone 18-54 listens to audio daily...more than any other medium.
Healthcare brands spend just 1% of budgets on audio, despite huge reach potential.
In a recent campaign, one healthcare organization cut cost per appointment by 86% using SiriusXM.
👉 We’re opening Early Access for a few customers to pilot the integration before launch. Reply to this email if you want in!
Upcoming Freshpaint LIVE Events
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.
Wind down after the SHSMD sessions with drinks and networking at the Rathskeller Speakeasy. This hidden Dallas gem is the perfect spot to swap stories, share strategies, and connect with other healthcare marketing professionals. Bonus: You don’t need to be a SHSMD attendee to join us. Everyone is welcome! Sign me up!
Gather around the table at SER Steak + Spirits for a night of good food, great views, and even better company. Connect with SHSMD peers in healthcare marketing for meaningful conversations and fresh perspectives. Bonus: You don’t need to be a SHSMD attendee to join us. Everyone is welcome! Save your seat now.
Join us for an intimate dinner at Hudson VU Rooftop, where stunning skyline views and sunset cocktails set the stage for great conversation and connections with fellow healthcare marketing leaders. Can we count you in? RSVP here.
The rules of healthcare marketing are changing quickly, and agencies are on the front lines. Join Jen Pike, healthcare data privacy lawyer, and Jennifer Everett, technology and privacy lawyer, both at Alston & Bird, for a deep dive into the privacy issues impacting healthcare marketing agencies (and your clients!). They’ll cover web tracking, new FTC enforcement trends, HIPAA marketing risks and state-level privacy laws, and explain what each means for your clients, your tech stack and your bottom line. Register Here.
Privacy compliance and marketing performance can coexist — and the best healthcare marketers are proving it. Join Freshpaint and Max Connect for a live webinar designed to help healthcare leaders accelerate patient growth in 2025 and beyond while staying compliant in an increasingly privacy-first landscape. This interactive session will feature expert insights and pre-submitted audience questions, giving you practical strategies you can put into action right away.
📅 Tuesday, October 28 - Wednesday, October 29, 2025
📍 Virtual
Tune in to Scaling Up, hosted by Cardinal Digital on October 28–29, where our very own Ray Mina, CMO of Freshpaint, joins a powerhouse panel on: Measuring What Matters: ROI and Attribution in Healthcare
On-Demand Webinar Discover how Priority Health built a seamless, privacy-first data-to-performance pipeline that actually delivered results. In this on-demand webinar, see how Amsive and Freshpaint combined predictive modeling with compliant data strategies to drive real member retention, without compromising on privacy. You’ll learn how smarter, data-driven targeting can cut campaign costs, reach at-risk members across channels, and turn privacy into a performance advantage.
In this on-demand webinar, legal and marketing experts break down the latest regulations targeting pixels and cookies in healthcare marketing — and share actionable strategies to help payers stay compliant without compromising digital performance.
Fresh Content: Speaking of Audio...
Search and display are crowded. Budgets are tight. But audio is having a moment.
According to Podscribe’s Q3 2025 Benchmark Report, podcast and streaming audio now reach 85% of U.S. adults. That puts audio at the center of modern media planning.
The report also shows:
80%+ unique reach between podcast and streaming audiences (run both to scale efficiently).
Healthcare’s visitor rate (0.30%) beats the industry average, proving audio drives curiosity.
Conversion rate (0.011%) trails slightly, suggesting room to improve landing pages and CTAs.
Median CPA: $263, competitive given the lifetime value of a healthcare customer.
In short: healthcare marketers are seeing strong engagement from audio, but the winners will be those who pair reach with refined post-click experiences and smart benchmarking.
We've got the need-to-knows for healthcare audio advertising on our blog
California Governor Gavin Newsom recently signed a first-of-its-kind law requiring major web browsers to provide a simple, one-click way for Californians to universally opt out of third-party data usage. The law effectively eliminates the need to repeatedly toggle settings site by site.
The change strengthens the California Consumer Privacy Act’s original opt-out provisions by pushing browser makers to make the controls more visible and accessible.
It's still a little bit unclear how big of a deal this will be because web browsers alread have some of this functionality built in. Regardless, it's yet another signal that states are continuing to add "patches" to the patchwork of privacy laws.
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