Did you see the story about the patient at Tallahassee Memorial who refused to leave her hospital room for nearly six months after being discharged? The hospital eventually had to sue to get her out, and only dropped the lawsuit when she finally left on her own.
I don't even know where to start with that one. The hospital apparently tried everything: coordinating with family, arranging transportation, and presumably the universal "your insurance stopped covering this" conversation. Didn't matter. She had found her room and she was keeping it.
What I really wanna know is, does she have to pay for her time in that room? At roughly $2,500 per day, six months adds up to somewhere around $450,000. She could've bought a house in Tallahassee for less than that. Here's one that just listed: 4 beds, 2 baths, $345,000.
Anyway, before this turns into Zillow Gone Wild, let's move on. Here's what I've got for you this week:
Question of the Week
Product Updates you need to know
Events: both virtual and in-person
Fresh take: Marketers get this wrong
Jobs, jobs, jobs!
Last week's most clicked link
Let's get into it...
Question of the Week: Proving ROI
Last month, we released our biggest research project to date: a survey of 200 healthcare marketing leaders on ROI visibility, attribution, and measurement infrastructure. If you haven't read it yet, grab it here: The State of Healthcare Marketing 2026
The data maps where the industry is stuck. But we want to go a step further, so we're building a webinar around the finding that matters most to you.
To help shape the webinar, I have one question:
When it comes to proving marketing ROI to leadership, what’s your biggest blocker right now?
Click any option to vote! Whichever answer gets the most votes will shape the webinar's data, SMEs, and the solutions we dig into.
We'll share the results in the next issue.
Product Update: 3 Updates to Know
You feel that? It's the wave of product releases to help you nail the privacy-performance balance. Starting with these three: smarter conversion setup, better tracking infrastructure, and the official Microsoft Ads CAPI integration.
Smarter conversion setup in Insights
We rebuilt the Manage Conversions experience to reduce guesswork and get you up and running faster. The new UI surfaces events already flowing to your ad platforms, flags high-volume or non-delivered events before they muddy your reporting, and gives you the context to make smart choices fast. The result: fewer misconfigurations and more confidence that your insights actually reflect real performance. Head to Insights → Manage Conversions to try it out.
First-party tracking on your own domain
You can now run Freshpaint's tracker from a subdomain you control. Something like analytics.yourhealthsystem.com. To the outside world, tracking looks like it's coming directly from you. Behind the scenes, Freshpaint still handles the infrastructure. That means fewer blocked events, less third-party tracker scrutiny, and tighter security policies without breaking your analytics. Basically, it's one more way to earn trust from the patients and members you're trying to reach. Talk to your Account Manager to get this turned on.
Official Microsoft Ads CAPI integration
We've launched a certified Conversions API integration with Microsoft Advertising. We built this in direct partnership with their team, not around it. That distinction matters: this integration is designed to work exactly how Microsoft's platform expects, which means improved reliability, fewer surprises, and better support when you need it. If you're currently routing Microsoft conversions through our proxy, this is a straightforward upgrade, and we'll handle the heavy lifting. Reach out if you'd like to make the switch.
Are you heading to UCA's Urgent Care Convention in Chicago? We're kicking off the conference at Kitty O'Sheas. It's your chance to connect with like-minded leaders in the healthcare marketing space. Come grab a drink, meet the community, and see how others are turning privacy into a real competitive advantage.
Escape the HMPS Summit hustle and join us for Freshpaint LIVE in Salt Lake City. We're gathering a small group of healthcare leaders for a relaxed dinner with great food, honest conversations, and the opportunity to connect with peers. Leave with a few fresh ideas worth bringing back and a few new friends!
Freshpaint LIVE Salt Lake City
📅 Tuesday, May 5
⏰ 6:00PM MT
📍 Laurel Brasserie & Bar (inside The Grand America Hotel)
From Drop-Offs to Enrollments: Turning HealthSherpa & Connecture Data Into Revenue
Most valuable enrollment signals like application starts, plan selections, and completed enrollments often live inside platforms like HealthSherpa and Connecture, leaving payers optimizing toward proxy metrics.
This session explores how leading teams are making that data visibile and actionable within a HIPAA-compliant framework. Learn how to capture and activate real enrollment signals, connect them to your media and analytics stack, and optimize campaigns based on true business outcomes. Plus, see how top payers are applying this approach ahead of the 2027 enrollment period.
Driving Performance in 2026: Data-Driven Health Care Marketing That Proves ROI and Protects Privacy
Drawing on insights from the MoreVisibility 2026 Healthcare Marketing Insights Report and real-world system experience, this session explores how leading health systems are transforming how they plan, measure, and optimize marketing performance. Join Danielle Leitch (MoreVisibility), James Mergenthal (Virtua Health) and Xan Spewak (Freshpaint) for a practical discussion designed for SHSMD members.
Introducing... The Ortho Leaders Circle, a virtual roundtable series held quarterly for ortho leaders navigating patient growth, marketing performance, and compliance.
Upcoming Dates:
📅 Thursday, April 16 @ 2:00PM ET / 11:00AM PT
Each roundtable is designed to bring together peers facing similar challenges to share what's working, compare strategies, and talk through the realities of driving growth in today's environment. If you're in marketing, operations, and compliance in the ortho space, this one's for you!
Measuring what's easy to track, not what the business needs to see
Presenting results in marketing language to people who think in business outcomes
Mari Considine and Cari Burke at Acenda fixed both, unlocking budget, cross-functional buy-in, and a formal clinician thought leadership program they couldn't have launched before.
The move: every KPI tied to the strategic plan. Every ask framed around business goals. Simple principle. Hard to actually do. Worth it.
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