There are so many good things happening at Freshpaint that I don't have enough space to cover it all in here. I might have to change the name of this newsletter from "The Freshpaint 5" to "The Freshpaint 6." But that doesn't roll off the tongue quite the same. And the next numerical alliteration doesn't come up until fifteen. "The Freshpaint Fifteen" is just too long anyway. No one is going to spend 15 minutes reading a newsletter.
I guess this is a good problem to have. Anyway, enough of my rambling, here's what I've got for you today:
A preview of a new product we're launching
Free coffee (because we all need a little pick-me-up right now)
Event management for healthcare marketers
A look at how Trump's presidency could impact healthcare privacy
New news on the Change Healthcare breach
Let's dive in...
Product Update
In e-commerce, connecting ad campaigns directly to outcomes like purchases is standard practice—and it drives serious ROI. But in healthcare, that kind of end-to-end visibility has always been out of reach.
Until now.
Freshpaint’s newest solution is redefining what’s possible for healthcare marketers. For the first time, you’ll be able to use data from the full healthcare consumer journey: from ad click to patient visit. This will allow you to optimize campaigns and achieve the real ROI you’ve been chasing.
As a Freshpaint 5 subscriber, you’re invited to be among the first to explore this innovation. Join the waitlist today and get an exclusive preview during our upcoming webinar.
Thursday, February 6 11:00 AM PT / 2:00 PM ET Join Freshpaint’s VP of Marketing, Ray Mina, and Endeavor Management’s Managing Director of Healthcare Strategy, Aaron Mauck, as they present the results of an insightful survey on healthcare payer marketing. This webinar will explore how payers are allocating budgets, implementing funnel strategies, and tackling privacy challenges to drive growth and compliance in an evolving landscape. RSVP now.
Sip, Connect, and Look Ahead: Exclusive Virtual Coffee Tasting & Roundtable Join us for a premium coffee tasting with Chef Bob—complete with a curated coffee kit delivered right to your door—and an exclusive roundtable discussion with top healthcare marketing leaders. We’ll chat about the biggest moments of 2024, fresh strategies for 2025, and what the proposed HIPAA updates could mean for your marketing game. Get your coffee kit here! ☕️ 📅 Thursday, February 13, 2025
⏰ 11:00 AM PST / 2:00 PM EST
📍 Virtual ***Register by January 30 @ 9 PM PT in order to receive your coffee kit in time for the event.
Freshpaint @ ViVE 2025
Will you be at ViVE next month?
Catch us at booth #2109 at ViVe in Nashville kicking off on February 16. Set up time for a quick chat with Freshpaint or stop by and say hello and grab one of our infamous dancing robots! 🤖
Connect with fellow healthcare marketing leaders during ViVE at an exclusive Dinner and Wine Tasting at City Winery Nashville. This is your chance to build community, share insights, and spark conversations with peers navigating the always evolving landscape of healthcare marketing.
City Winery Nashville 609 Lafayette St, Nashville, TN 37203 *Dinner & Wine Tasting Included February 17 @ 6:00 PM RSVP Now
Tuesday, February 18 11:00 AM PT / 2:00 PM ET Be the first to experience the future of high-performance marketing in healthcare. Our upcoming beta program introduces powerful, privacy-first features designed to elevate your marketing performance. Join us for this upcoming webinar to explore how these features can redefine your strategy:
Enhance ROI with Real Appointment Data: Bridge the gap between appointment data and ad campaigns. Move beyond unreliable web conversion metrics to get a clear view of ROI by service line—all while staying HIPAA compliant.
Supercharge Google Ad Performance: Link accurate appointment data conversions with Google Ads to fuel advanced bidding strategies like tROAS and maximize ad performance.
Get End-to-End Patient Journey Insights: Visualize the entire patient journey, from the first ad click to an in-office visit. Make smarter, privacy-first decisions with insights into CAC and ROI across service lines.
Optimize Marketing Budgets: With flat or declining budgets, every campaign must perform. Empower leadership with robust, privacy-compliant ROI insights. Showcase the true impact of your campaigns, secure budget growth, and position marketing as a strategic growth engine.
Rethinking your tech stack doesn’t have to mean starting all over again when managing events. Learn how to leverage your existing Google Tag Manager event structure in a HIPAA-compliant way and see how you can leverage the power of Freshpaint’s autotrack to configure new events more quickly in the future. Watch the webinar here.
Healthcare marketers face a unique challenge: They need data to fine-tune their campaigns, but privacy guidelines make it tricky to use that data while protecting patient privacy. The solution isn’t to stop collecting marketing data altogether—it’s building a privacy-first foundation that makes your marketing data as safe as it is powerful. That’s where Freshpaint’s new integration with CallRail comes in. Watch the webinar here.
Freshpaint's Compliant Corner
President Trump takes office on Monday, January 20th. Regardless of who you voted for in the last presidential election, there's no doubt his presidency will impact health privacy laws. We see this playing out in four ways:
Trump's federal deregulation push in 2025 will shift privacy decisions to states, creating a costly, complex patchwork of laws for healthcare marketers.
Trump's spending cuts to agencies like the FTC and HHS could mean fewer investigations, lower penalties, and less compliance pressure for healthcare marketers, but that will lead to an increase in class action lawsuits.
Here’s one thing Trump’s presidency won’t change: Consumers want more data privacy. Period. This isn’t a partisan issue—it’s a fundamental expectation from today’s patients.
Fewer regulations don’t mean fewer risks—privacy lawsuits against healthcare organizations are rising, costing millions and damaging reputations. That trend will continue in 2025.
We all remember the Change Healthcare debacle, right? If not (you living under a rock?) here's a quick refresher: Change Healthcare, a UnitedHealth subsidiary, was hit with a ransomware attack that exposed sensitive data of over 100 million individuals, making it the largest medical data theft in U.S. history.
But the newest news about this breach is...not great...
Despite paying a ransom to prevent further data exposure, Change Healthcare delayed notifying affected individuals for months. If that wasn't enough, the breach notice was intentionally hidden from search engines using “noindex” code, raising transparency issues. Legal action and state-level alerts followed, citing inadequate security and notification practices.
This whole thing highlights the critical need for healthcare organizations to prioritize transparency and robust data protection measures in all aspects.
