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Hi, everyone. This is Erica Spicer Mason with

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Becker's Healthcare. Thank you so much for tuning

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into the Becker's Healthcare podcast series.

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So today, we're going to discuss how payers

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can unlock new growth opportunities by prioritizing

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compliance in their digital marketing efforts.

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And joining me for this conversation is David

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Chai, senior manager of product marketing at Freshpaint.

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David, welcome to the podcast. Thank you so

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much for being here today.

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Thanks for having me, Erica.

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We're really thrilled to have you here, and

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I know this topic is top of mind

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for a lot of payer organizations. So excited

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to dig in some more. But before we

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do, I wanted to give you the chance

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just to share a little bit more about

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yourself, your role, your organization,

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whatever feels important for our listeners to know.

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Yeah. Absolutely. So as, you mentioned, I I

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lead product marketing at at Fresh Paint. Now

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exactly what does that mean? It means a

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lot of things. But I'm focused on really,

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the go to market strategy and execution, helping,

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you know, FreshPaint maximize its effort in bringing,

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privacy compliance to health care at scale.

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More about FreshPaint, you know, it's a health

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care privacy platform built specifically for health care

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marketers,

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you know, built by privacy and data experts.

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We make it easy to collect,

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activate, and optimize data, without any, headaches, from

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compliance.

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Unlike others who plan the space, you know,

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like your typical CDPs,

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we're 100%

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focused on health care, serving,

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payers, providers, pharmacies, and health tech companies.

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Our our platform is built so marketers can

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get, up and running quickly without needing an

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army of engineers or or technical expertise.

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And we, you know, don't just help you

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stay HIPAA compliant. We help you grow.

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With Fresh Paint, health care marketers can unlock

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full funnel marketing strategies,

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accurately,

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measure acquisition costs, and maximize their results.

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Oh, great. David, it's so great to learn

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more about Freshpaint, and you hit on a

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lot of things that I think probably perked

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up the ears of many of our listeners,

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including,

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I think you called it a compliance headache.

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So we'll get into some of those details

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around compliance and privacy.

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But before we do that, I wanted to

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just kind of start high level and get

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your take on the key shifts or trends

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that you're paying really close attention to right

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now when it comes to digital marketing. And

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what challenges or opportunity opportunities are you seeing

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for payers?

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Yeah. So the first,

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you know, trend I'm really, paying close attention

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to is a a bigger focus on outcomes.

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Health care, you know, marketing budgets are under

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much more scrutiny,

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than they ever were before.

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Most organizations

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are operating with flat or declining budgets,

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forcing marketers to really prove, ROI on every

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dollar that they spend.

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As a result, you know, marketing strategies are

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shifting away from,

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traditional tactics like, you know, using billboards, radio,

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and even sports sponsorships,

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towards more digital channels.

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And and that's really because, you know, they're

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they offer better tracking, faster insights,

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and more flexibility

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to adjust,

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you know, your campaigns in real time.

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But this poses a problem, or a challenge,

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as privacy regulations tighten,

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and platforms like Google and may Meta enforce

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stricter privacy policies.

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Payer marketers are losing access to key targeting

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and measurement tools that they once relied on.

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HIPAA compliance adds, yet another layer of complexity,

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making it even harder to reach the right

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audience,

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track campaign performance, and optimize spend effectively.

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And without a a clear strategy to navigate

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these changes, you know, marketing teams are forced

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to make decisions with limited data,

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leading to less precise audience engagement, higher acquisition

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costs, and, you know, uncertainty around what's actually

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driving enrollment.

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Another trend is, a shift to,

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privacy first marketing.

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Privacy, you know, remains a bipartisan issue.

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And while the regulatory landscape is still evolving,

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consumer expectations for data protection have never been

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higher.

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As I mentioned, even platforms like Google and

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Meta are tightening restrictions on how health care,

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marketers can target and track users,

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you know, making it harder for payer marketers

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to reach and engage members effectively. But this,

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you know, presents an opportunity,

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to use a health care specific privacy platform

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like Freshpaint,

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to ensure that, you know, you're staying compliant,

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adapting to evolving regulations, and really to help

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you scale your digital marketing confidently,

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without the risk of compliance issues and brand

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damage slowing you down.

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Right.

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Yeah. That shift to privacy first marketing, that

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that makes a lot of sense. You know,

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we're seeing in the mainstream media

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cyber threats, not only are they growing, but

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they're being covered much more regularly, and I

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feel like they're in the public eye,

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quite a bit more compared to past years.

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So Yeah. Of course, consumers' expectations

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for their own data privacy and transparency, that's

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really growing as well. So kind of in

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this environment, how can payers position compliance

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really as a competitive advantage rather than a

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constraint?

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Yeah. As you mentioned, you know, consumers are

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increasingly choosing brands that they trust with their

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data,

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especially in health care since health data is

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so innately personal.

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By proactively

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communicating,

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privacy commitments, you know, payers can really strengthen

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the relationships with members,

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differentiate from competitors,

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who who often treat privacy as an afterthought.

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This, you know, in turn builds long term

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loyalty, which pays dividends every a AEP.

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I mean, I personally pick a payer who's

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doing the absolute most to protect my health

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data versus a payer who's,

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just doing the bare minimum ten ten out

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of 10 times. Compliance is also not just

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a a box to check. It's a strategic

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investment,

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for the long term.

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By adopting privacy first marketing now,

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payers can avoid disruption when regulations tighten,

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and maintain continuity as the industry evolves.

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This is super critical for payers since the

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majority of their business happens during AEP.

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Imagine a compliance issue arising during the enrollment

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period and having to pause campaigns and and

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what that would do to your results.

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I'd like everyone to remember that, you know,

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stronger compliance doesn't mean weaker performance.

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With the right privacy first approach, payers can

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still reach the right members, optimize campaigns,

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and measure success without comp compromising sensitive data.

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Platforms like Fresh Paint,

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empowers payers to run full funnel privacy compliant

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marketing from,

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the top of funnel DSPs to build awareness

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and brand preference to bottom of funnel,

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direct response ads on Google and Meta that

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drive conversions.

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When it's done right, compliance isn't a limitation.

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It's a a growth engine.

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Yeah. That's really fascinating, David. And I know

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earlier in our conversation, you mentioned how so

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many payer organizations are really focused on ROI

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and driving outcomes.

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So with taking this compliance,

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you know, forward approach, do you have any,

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specific examples of maybe KPIs that are really

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important to organizations that this kind of approach

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is helping to achieve?

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Yeah. Absolutely.

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One of our customers had to stop sharing

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conversion data with their ad platforms due to

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HIPAA restrictions.

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And without this critical information, their cost per

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lead skyrocketed to $300.

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And this really put their entire marketing strategy

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and their ROI,

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at serious risk.

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That's when they turned to Freshpaint.

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And and using our privacy first approach, they

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were able to securely send,

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conversion data back to platforms like Google Ads

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while ensuring that, you know, pace patient privacy,

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member privacy,

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remained intact.

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With Freshpaint, they were able to optimize their

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campaigns and and reduce their cost per lead

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by 96%,

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bringing it down from $300 to just 12.

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Another example,

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was one of our customers based a major

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roadblock,

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when their compliance team came and shut down

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all of their analytics tracking due to HIPAA.

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Without that ability to track journeys or optimize

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digital campaigns, their their marketing cost increased,

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and the campaign effectiveness declined.

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To stay compliant without sacrificing performance, they turned

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to us,

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with our healthcare privacy platform, they were able

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to continue using, you know, the tools that

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they're used to using Google Analytics, Google Ads,

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and Meta ads, in a compliant way.

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As a result, you know, their cost per

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acquisition dropped by 30%,

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going from $13 to to just 9.

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Their Google Ads campaign saw higher conversion rates

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despite, you know, a reduction in ad spend,

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and their meta campaigns improved with custom conversions,

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increasing click through rates and impressions.

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So, you know, FreshPaper helped them stay compliant,

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cut costs and improve results, you know. And

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this really proves that,

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privacy and performance can go hand in hand.

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Yeah. Really helpful examples. Thank you so much,

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David.

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And I know we're we're coming toward the

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end of our time together. But before we

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close, I wanted to just kind of get

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your your stance on or I I should

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say your view on what's ahead. So as

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technology

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is quickly

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evolving and advancing and you mentioned

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standards and regulations like HIPAA,

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all of these will continue to evolve alongside

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technology. So

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what emerging tools or maybe strategies do you

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think payers should explore now and in the

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near future to really ensure that their digital

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marketing strategies are resilient?

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Yeah.

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In my opinion, you know, everything starts with

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a solid privacy foundation.

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Without that, payer marketers are are really stuck.

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You know, they're no matter how great a

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tool or or a strategy sounds, it won't

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matter, if it doesn't meet compliance standards.

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But, you know, it's important to remember that

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not all privacy solutions are created equal. You

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need to, you know, look for a platform

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built specifically for health care, you know, one

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that not only supports your needs today but

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also scales with you, as the regulations and

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strategies evolve.

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Switching costs are high, so the last thing

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you you want to, do is outgrow your

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privacy solution and have to start all over

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again. Once you have that foundation in place,

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full funnel marketing becomes key.

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Focusing only on bottom of funnel conversions can

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work in the short term. But eventually, you

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know, you're gonna hit a ceiling. There are

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only so many,

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people actively shopping for a health plan at

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any given moment.

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And to keep growing, you need to educate,

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consumers early, highlight plan benefits, and stay top

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of mind. So, when they are ready to

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enroll, you're you're the first choice in their

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head.

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As you navigate, you know, on your privacy

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journey, there are a few, things I wanna

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highlight, you know, for you. One is to,

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avoid the privacy patchwork trap.

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What this means is, you know, you know,

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a lot of payer marketers today,

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layer different,

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different tools together to meet privacy requirements,

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but a fragmented approach creates inefficiencies

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and and, you know, risk compliance gaps.

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A single health care specific privacy solution eliminates

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the need for,

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workarounds,

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and assures your data remains protected across all

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your marketing channels.

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The next thing is, you know, scale scalability

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really matters.

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You need to, you know, think beyond AEP.

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Many payers focus on short term privacy fixes

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to get through AEP, but,

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compliance is just, isn't just an enrollment season

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concern. It impacts your year round marketing strategies.

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A future proof privacy foundation allows you to

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scale your,

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marketing efforts smoothly,

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rather than having to to scramble and adjust

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to new regulations every year.

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And the last thing, you know, I'll leave

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you with is, you know, the cost of

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waiting is very high. You know, waiting to

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fix privacy gaps until they become a problem

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can lead to campaign disruptions, lost audience insights,

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and and wasted ad spend, you know, things

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that are nightmares for marketers.

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The smartest peer marketers are proactive, not reactive,

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so investing in a compliant, scalable privacy solution

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now

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ensures you're prepared for the future, and not

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just today.

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Yeah. Really appreciate the sound advice, David, and

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having you outline all of those steps so

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clearly, I think, is going to help our

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listeners so much.

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Before we end our time, is there anything

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else that we missed or anything else that

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you wanted to highlight for listeners?

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Yeah. You know, we we have a team

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of, experts around privacy compliance, you know, within

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health care. So definitely, if there's additional questions,

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you know, please, you know, head to our

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website freshpaint.io,

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to to learn more. And, you know, if

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if you have any other burning questions specific

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to your organization, you know, feel free to

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reach out. We're happy to help you. We've

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worked with over 205,

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health care organizations to bring forth, you know,

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their their privacy first marketing strategies, and and

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we can definitely help you, do the same.

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Fantastic. David, it's been great learning from you

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today. So thank you again for your time

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and expertise. Really appreciate you sharing it with

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Becker's.

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Awesome. Glad to be here. Thank you. And

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we'd also like to thank our podcast sponsor

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for today, Fresh Paint.

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Listeners, please be sure to tune in to

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more podcasts from Becker's Healthcare by visiting our

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podcast page at beckershospitalreview.com.