Marketing Mix Modeling, Offline Enrollment Matching, and More: New in Freshpaint

Some of the most important moments in healthcare marketing happen where standard analytics can't see them: a streaming ad that never gets a click, an enrollment completed over the phone, a tracker your agency added last week. This month's updates help you see more of those moments and act on them.

Make Smarter Marketing Investments With Marketing Mix Modeling

Marketing Mix Modeling (MMM) is now in pilot! This new offering helps healthcare marketers understand how their online and offline channels contribute to conversions and where to invest their budgets to get better results.

Without MMM, every ad platform reports its own performance, often taking credit for the same conversions. Meanwhile, channels like TV, radio, and billboards don’t produce click data, so they barely show up in your reporting at all. That makes it difficult to know what's working and, more importantly, where your next marketing dollar should go.

Freshpaint's MMM analyzes historical weekly marketing spend and conversion data to help teams answer three questions:

• What's contributing to conversions? Understand each channel's estimated impact beyond conversions that would have happened anyway, with visibility into where results are less certain.
• Where is your spend most effective? See which channels have room to grow and which may be reaching diminishing returns.
• How should you allocate your budget? Get recommendations for shifting spend between channels to improve conversions without increasing your total budget.

MMM uses aggregated weekly data to measure online and offline channels without patient-level data, cookies, or pixels. Channels that can't be measured confidently are flagged.

Our data team builds the model and provides quarterly readouts to help teams make smarter budget decisions.

Together with Freshpaint Attribution, MMM gives healthcare marketers a fuller picture of what's driving conversions and where to invest next.

See How Clicks Become Coverage With Offline Enrollment Matching

Your ads bring people to your site, but many enrollments close somewhere else: with a broker, an agent, or a call center. Ad platforms never see that part, so the campaigns that started the journey don’t get the credit.

Offline enrollment matching helps close that gap. Freshpaint connects your offline enrollment data to your ad activity and labels every result by how it was matched. Here’s what that means for your team:

• Give offline enrollments credit. See which campaigns connect to enrollments that closed with a broker, agent, or call center.
• Start with data you already have. Matching uses the web activity and ad click IDs Freshpaint already captures on your site.
• Plan your next enrollment period with fuller data. Base budget and strategy decisions on more than what your ad platforms can see.

Instead of guessing which campaigns drive broker and agent enrollments, payers get a clearer read on what their ads are actually doing. 

Give Every Team the Access They Need With Custom Roles

Different teams need different parts of Freshpaint. Your web team needs Heatmaps, your agency needs Audiences, and your privacy team needs Web Tracker Monitoring. And now, you can bring more people into Freshpaint, including outside partners, with access to only the features they need.

With custom roles, admins choose exactly what each user can access. Nobody has to be an admin just to do their job.

• Build roles feature by feature. Start from a default role and set each feature to No access, View, or Manage. Then assign the role when you invite someone. You don’t need a deploy or anyone from Freshpaint to do it.
• Preview what a role can reach. Before you assign a role, get a summary of what a user with that role can actually see and do.
• Keep what already works. The five default roles work just like they do today. Nothing migrates, and no existing user loses access. Roles apply everywhere people access the platform, including invites, API, import, and SSO.

Now, more of your team can work in Freshpaint safely.

Manage Tracker Risk From Detection to Decision With the New Web Tracker Monitoring

Finding a tracker is the easy part. Knowing whether it matters, getting it to the person who can fix it, and remembering what you decided is where many teams get stuck. Our updated Web Tracker Monitoring helps with all three:

• Cut the noise. Each finding shows whether it came from your site, a browser extension, or an in-app browser, and bot traffic is filtered out. Simple High, Medium, Low, and Unknown risk statuses show you where to start.
• Bring in anyone who needs to act. Share a login-free, read-only link with privacy, IT, or your agency, with the context they need, even if they don't use Freshpaint.
• Decide once. Record a decision in Freshpaint, and an approved tracker won't trigger the same review every time it appears.
• Show your work. Tracker history, activity logs, and decisions live in one place, with reporting that shows how your tracker risk changes over time.

Tracker review goes from an occasional scramble to an ongoing process that’s easy to keep up with.

Integrations: Yelp, Microsoft Audiences

More Ways to Activate and Measure With New Integrations

Yelp. Move from privacy-constrained guesswork to measurable, localized growth with our new Yelp integration. Yelp helps you reach patients while they’re researching and choosing local providers, and Freshpaint safely captures and measures the conversion signals that follow, like appointment requests, calls, and visits.

Microsoft Ads Audiences. Microsoft Ads is now an Audiences destination. Send your Freshpaint audiences straight to Microsoft Ads to reach patients and members while they’re actively searching for care on Bing and across the Microsoft network.