From Data Overload to Strategic Action: HealthTrust's First Year with Freshpaint

As the Engagement Coordinator for HealthTrust – a nonprofit provider of high-quality, cost-effective medical, dental, prescription drug, and ancillary benefit plans exclusively to public sector employees and their families in New Hampshire – my team and I assist internal stakeholders in the creation and execution of various communication plans in order to promote our employee benefits and wellness programs to Members in the communities we serve. 

This involves content creation for our website in the form of newsletter blogs, promotional tiles, and cross-channel marketing that includes email campaigns directing readers to our site, as well as outbound links to our vendor partners. 

When measuring the effectiveness of these communication plans, we hold fast to this guiding principle: Data is key, but HIPAA compliance is crucial. Enter Freshpaint.

It’s only been a year since we started using Freshpaint, but the experience could not have been better. 

Onboarding was swift, yet clear and methodical, and the intuitiveness of their platform made setup even easier! It’s hard to believe we’ve already tagged over 1,300 events (e.g., clicks/pageviews) for anonymously tracking which areas of our websites get the most traffic. 

We’ve never had a tool like Freshpaint! Before Freshpaint, gathering analytics would have been time-consuming and required assistance from other departments, but with Freshpaint we’ve been able to tag triggering Events on a self-serve basis without the need for additional coding by our developers. The data we gather helps us to map out our editorial calendar, shuffle/reorganize promotional tiles, and gauge the effectiveness of those changes and other efforts.

Freshpaint AI feels different than just having more analytics or more dashboards. 

It delivers expert digital marketing insights on demand. In a matter of seconds, Freshpaint AI can pore through months of user engagement, recognize patterns of engagement/dis-engagement, and paint a picture of what challenges our users face, all while meeting HIPAA compliance. It doesn't just uncover gaps, but also suggests solutions to close those gaps, and it’s all done through conversational prompts that churn out data, insights, tips, suggested surveys, and additional paths for further exploration. 

Freshpaint AI has identified some post-authentication pages on our website that a highly task-oriented segment of our users has bookmarked, allowing them to log into our website, perform routine tasks, and exit without going anywhere else. Meanwhile, other pages that contain program updates, resources, and other valuable content are otherwise missed since those users don’t follow the traditional Home > Login > Portal Home > Navigation route. Having this insight has uncovered an opportunity for us to meet those users where they are and consider ways to create onramps from those page silos to other parts of the site relevant to the user’s business role.

Additionally, we’ve asked the AI to review our site’s analytics and compare, as well as contrast, with benchmarks for our industry. Not only did the AI provide those benchmarks, but it included the sources it used so we could validate its response and ensure the AI wasn’t generating inaccurate data.

Data adds up fast, and tackling it can seem overwhelming. By the time you get around to connecting the dots, identifying your users’ pain points, strategizing, and implementing a solution to engage with and retain those users, they may have moved on. Time doesn’t have a pause button, so having a tool like Freshpaint AI to dig into the data and serve up valuable insights so we can get right to strategizing is a game-changer for us.

Key Takeaways from HealthTrust's First Year with Freshpaint

After one year with Freshpaint, HealthTrust has been able to:

• Empower marketers to own analytics without engineering support. HealthTrust tagged more than 1,300 events and launched tracking on a self-serve basis, eliminating the need to rely on developers or other departments for routine analytics work.
• Turn behavioral website data into better marketing decisions. Engagement data helped the team prioritize its editorial calendar, reorganize promotional content, and measure the impact of those changes over time.
• Uncover hidden web user behavior that informed new engagement strategies. Freshpaint AI revealed that some users were bypassing key content by bookmarking post-login pages, helping the team identify opportunities to create new pathways to relevant resources.

Ready to turn HIPAA-compliant data into smarter marketing decisions? 

See how Freshpaint helps healthcare organizations uncover actionable insights, move faster, and improve the digital experience, without compromising patient privacy.

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• Learn why we built our platform for how healthcare marketers actually work.

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