Privacy-First DTC & DTP Marketing for Bristol Myers Squibb
From Ad Click to Fulfilled Script—With Privacy Built In
Bristol Myers Squibb shouldn't have to choose between privacy and marketing performance. Freshpaint governs sensitive health data at the point of collection—preventing exposure to ad platforms—while capturing privacy-safe conversion signals across the full BMS Patient Connect journey: from ad click to filled script.
Instead of waiting on lagging script-lift reports and settling for top-of-funnel proxies, BMS media, corporate communications, and measurement & analytics teams get media optimization and signals back, as well as true DTP measurement—connecting the ads patients see to the prescriptions they fill online via CoverMyMeds and Cost Plus Drugs—with bottom-of-funnel visibility they can act on while campaigns are still live.
Instead of waiting on lagging script-lift reports and settling for top-of-funnel proxies, BMS media, corporate communications, and measurement & analytics teams get media optimization and signals back, as well as true DTP measurement—connecting the ads patients see to the prescriptions they fill online via CoverMyMeds and Cost Plus Drugs—with bottom-of-funnel visibility they can act on while campaigns are still live.
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75%
of pharma marketers say compliance risk is increasing.
83%
can't connect website visits to direct-to-patient scripts.
62%
of privacy leaders lack visibility into marketing data flows exposing health data.
250+
healthcare & life science organizations trust Freshpaint.
The Solutions to Bristol Myers Squibb's Challenges
Achieve Full-Funnel DTP Measurement Without Compromising Patient Privacy
Marketing and privacy teams both get exactly what they need — speed, full-funnel visibility, and compliance — without compromise.
Privacy Removed the Pixels, Freshpaint Restores Your Visibility
Freshpaint replaces risky third-party trackers with a privacy-first data layer that automatically de-identifies sensitive health data at the source. Marketing can safely use the ad platforms and analytics tools they need without regulatory risk.
• Safe-by-default architecture strips sensitive health data before any event fires to Meta, Google, or programmatic DSPs.
• Control exactly which data flows to which destinations through a simple interface. Legal and privacy teams approve data sharing at a granular level. No engineering required, no room for human error.
• Full audit trail of what data flows where, for privacy and compliance leadership and legal review.
• Safe-by-default architecture strips sensitive health data before any event fires to Meta, Google, or programmatic DSPs.
• Control exactly which data flows to which destinations through a simple interface. Legal and privacy teams approve data sharing at a granular level. No engineering required, no room for human error.
• Full audit trail of what data flows where, for privacy and compliance leadership and legal review.
Track the Full LillyDirect Journey — From Ad Click to Filled Script
When patients leave BMS Patient Connect for online pharmacy fulfillment, attribution breaks. Freshpaint’s cross-domain identity resolution reconnects the full journey, linking every ad click to completed script — compliantly.
• True CAC visibility that connects paid channel spend to the bottom-of-funnel conversion events, like scripts filled, not just site sessions or upper-funnel clicks.
• Multi-touch attribution across the full BMS Patient Connect funnel from awareness through fulfillment.
• Direct-to-patient attribution that doesn't break at the handoff — across BMS Patient Connect and pharmacy fulfillment partners (CoverMyMeds & Cost Plus Drugs), with compliance built in.
• True CAC visibility that connects paid channel spend to the bottom-of-funnel conversion events, like scripts filled, not just site sessions or upper-funnel clicks.
• Multi-touch attribution across the full BMS Patient Connect funnel from awareness through fulfillment.
• Direct-to-patient attribution that doesn't break at the handoff — across BMS Patient Connect and pharmacy fulfillment partners (CoverMyMeds & Cost Plus Drugs), with compliance built in.
How Freshpaint Works
A Single Governed Data Layer Built for Bristol Myers Squibb
Instead of patching broken tracking, Freshpaint replaces it. One compliant pixel. Privacy controls at the source. Performance signals back to every platform you run.
Replace third-party pixels with one compliant layer
A single Freshpaint pixel replaces every third-party script and tracker. Sensitive health data is automatically filtered before anything leaves your environment. No manual scrubbing, no IT ticket, no compliance review for every new tag.
Send real-time signals back to your ad platforms
Compliant conversion events flow in real time to ad platforms and analytics tools. The optimization signals your campaigns depend on like lookalike audiences, suppression lists, and bid optimization are restored immediately.
Track cross-domain direct-to-patient journeys through partner handoffs
When a patient redirects from your branded site or BMS Patient Connect to a telehealth partner or online pharmacy fulfillment, the journey doesn't break. Freshpaint stitches together the full funnel across domains — with compliance baked in.
Give privacy the visibility to approve campaigns faster
When privacy and compliance can see exactly what data is collected, where it flows, and how it's governed, they can approve campaigns faster and with confidence. Freshpaint makes compliant growth a shared foundation, not a bottleneck.
Resources for Eli Lilly
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Proven Results
Real Impact From A Global Diabetes Brand
Removing non-compliant pixels was the right call for patient privacy, but it cut our lead volume by nearly 90% and drove cost-per-lead from ~$500 to $5,000+.
Freshpaint gave us a privacy-compliant way to reconnect our marketing stack and re-optimize paid social without compromising our standards. Within months, we recovered 85–90% of lost lead volume, returned CPL to baseline, and are now scaling this approach globally.
Freshpaint gave us a privacy-compliant way to reconnect our marketing stack and re-optimize paid social without compromising our standards. Within months, we recovered 85–90% of lost lead volume, returned CPL to baseline, and are now scaling this approach globally.
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