Hey there,

Finding and talking to decision-makers at Meta is a bit like Where's Waldo. I know decision-makers exist, but finding them and getting them to answer questions is...difficult.

Two weeks ago, Meta dropped some news (which I covered in last week's newsletter) about data restrictions for healthcare advertisers. When I say, "dropped some news," I really mean they sort of hinted at something happening, but then disappeared and said nothing else about it.

I've heard that formal guidance and a list of FAQs is expected soon...but how soon is soon? I'm tired of waiting.

Instead of sitting back and patiently waiting, I’m still playing my own version of Where’s Waldo—trying to track down someone at Meta who actually knows what’s going on.

If anyone reading this newsletter has a connection at Meta (beyond the ad reps) and could intro me, I’d greatly appreciate it. I just want to ask a few questions. And I promise, the conversation will be fully off the record.

But, I have learned some things since last week's newsletter on this topic:

Custom events will still be available to healthcare advertisers.
Those events will need to be registered and approved by Meta.
Advertisers themselves are responsible for ensuring compliance with Meta's new policy.

I'll keep everyone reading this newsletter updated as we learn more.

Anyway, let's get into the rest of today's newsletter...

Product Update

🚨 New Integration Alert 🚨

Freshpaint now integrates with Viant, a demand-side platform for healthcare marketers looking to optimize and report ad conversions effectively.

This integration supports multi-config setups (multiple advertiser IDs) and Google Tag Manager, making it easier to scale your campaigns. Plus, it helps you align with industry best practices by ensuring accurate tracking for both click-through and view-through conversions.

Check out the full documentation here to learn more.

Freshpaint's Compliant Corner

Tracking ROI in healthcare marketing is notoriously difficult. Data silos, strict privacy regulations, and the complexity of the patient journey all create significant challenges. But some organizations are finding ways to tackle these challenges to unlock meaningful insights.

One key to overcoming these challenges? Bridges. Not the physical bridge, but a digital bridge that can connect appointment data with ad campaign performance, all while protecting patient privacy.

Truthfully, this isn't easy. But it can be done through a tool like Freshpaint. By integrating appointment data with ad platforms in a HIPAA-compliant way, healthcare marketers can finally connect the dots. This approach doesn’t just improve campaign optimization—it enables organizations to prove ROI and justify marketing budgets.

Learn more about how to bridge these gaps: Unlocking ROI in Healthcare: Bridging the Gap Between Appointment Data and Ad Campaigns

Industry News

GoodRx recently resolved a class-action lawsuit. This follows their earlier settlement with the FTC.

The company agreed to a $25 million settlement to resolve a class-action lawsuit over their use of tracking technologies that shared users' personal and health information with third parties like Meta and Google without consent.

This case underscores the significant risks healthcare organizations face when employing tracking tools that may compromise patient data privacy.

Get the full scoop here: GoodRx Agrees to $25 Million Settlement to Resolve Tracking Technology Lawsuit

Thanks for reading, see you next week!

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