Lately, I've been getting up at 5 AM to get a long workout in before my son wakes up. I'm starting to love the quiet that early in the morning, but I noticed I kept counting down the minutes until I hit an hour. So now, instead of timing my workouts, I put on an album that’s about an hour long and listen from start to finish. When the music’s over, so am I.
So far, I’ve got:
Metallica – Metallica (Black Album) – 62:31
Guns N’ Roses – Appetite for Destruction – 53:52
Foo Fighters – The Colour and the Shape – 59:27
I’ll listen to just about anything. What should I add to the list? Send me your favorites...I'll mention them here next week.
ANYWAY. That has nothing to do with healthcare marketing so before I go on a tangent about music, let's get into today's marketing-focused (not music-focused) newsletter.
Here's what I've got for you:
Faster GTM Migrations
Chris Pace is talking zero-click marketing at our next meetup. Join us!
The targeting problem in healthcare marketing
Budgets under scrutiny
Let's dive in...
Product Update: Faster GTM Migrations
If you've ever switched from Google Tag Manager (GTM) to a new tag setup, you know the pain: downtime, mismatched data, and endless troubleshooting.
We just launched side-by-side migration support for GTM, making it easier to validate your new Freshpaint setup while keeping your existing tags running. This means:
Zero guesswork: Test Freshpaint's tracking against your current setup in real time
Less downtime: Keep campaigns and analytics humming during the transition
Faster launches: complex, multi-site migrations that used to take weeks can now be done in days
For organizations with multiple locations or intricate tracking needs, this update keeps migrations smooth and stress-free.
Privacy rules and PHI concerns have held marketers back from using powerful targeting tactics. Join us to see how Freshpaint Audiences lets you build high-performing, privacy-safe segments, run compliant lookalike and retargeting campaigns, and upload your own data with confidence. Plus, get a sneak peek at what’s next. Save your spot!
This month's Healthcare Marketing Meetup is going deeper with two community-led talks, each 15 minutes plus Q&A. Chris Pace (SearchStax, formerly Banner Health) will unpack zero-click marketing and how his team adapted to shifting consumer behaviors, while Adrienne Woods (Hackensack Meridian) will share how her team markets providers to patients. It’s your chance to learn from peers, ask questions, and spark conversations beyond theory. RSVP today!
Healthcare marketing in 2025 is no joke. Tight budgets, rising expectations, and shifting tools. Join Alan Shoebridgewith Providence and Suzanne Bharati Hendery with Renown Health for fresh strategies, smart shortcuts, and a few bold ideas you won’t want to miss. Register now!
Join us for a customer-exclusive event where we’ll introduce Freshpaint Audiences, our newest product built to help you safely and effectively reach the right patients at the right time — with lookalike audiences, retargeting, exclusion lists, and omnichannel activation all fully HIPAA-compliant. Save your seat here.
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.
Experience the energy of a classic Dodgers vs. Padres matchup from a private suite, surrounded by panoramic views, ballpark bites, and some of the brightest minds in healthcare marketing. This exclusive evening is your chance to connect with industry peers, talk shop, and soak in the LA summer vibes all while enjoying America’s favorite pastime. Sign me up!
Lake Michigan Dinner Cruise Aboard the Chicago Elite
📅 Wednesday, September 17, 2025
⏰ 6:00 PM CT
📍 Departing Promptly at 6:30PM CT from Navy Pier
Chicago sets sail with a private yacht dinner on Lake Michigan. Connect with fellow marketers over skyline views, curated food, and genuine conversation. This is more than a meal, it’s an unforgettable night on the water with fellow healthcare marketers. RSVP now.
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.
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: The Targeting Problem
Nearly half of healthcare marketers have stopped targeting their campaigns altogether because of HIPAA and state privacy laws. That means they're running broad, untargeted campaigns and hoping for the best.
But, hoping for the best isn't a good strategy. It's leading to higher acquisition costs, wasted spend, and no clear picture of what's working.
But there’s soon to be a better way. Freshpaint is building Audiences to give healthcare organizations the ability to use proven tactics like retargeting, lookalike modeling, and audience exclusions, without ever sharing PHI.
It gives you privacy-safe targeting that delivers real performance gains, with some marketers seeing up to 2x higher click-through rates.
With budgets tightening, health systems are facing more questions about expensive marketing investments like stadium naming rights and large sponsorships. Leaders at Providence, Geisinger, and Emory Healthcare told Becker’s they’re addressing scrutiny by tying every dollar to measurable ROI, using advanced analytics, and aligning spending with strategic priorities.
The shift? Less emphasis on broad visibility, more focus on performance, community engagement, and initiatives that directly drive patient growth.
As Providence’s Shweta Ponnappa put it, the goal is to “shift from volume to true value -- investing in what moves the needle for patients and communities.”
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