How Freshpaint Helped One Leading Regional Payer Reduce Cost Per Lead by 40%

Results at a Glance

After implementing Freshpaint across web and paid channels, the team saw measurable impact during AEP/OEP:

Challenge

This regional payer had no reliable event or conversion tracking in place on their website. Marketing couldn't run retargeting, measure cross-channel performance, or optimize campaigns effectively.

• No retargeting capability despite years of wanting it
• Two agencies running fragmented pixels across different ad accounts
• All attribution based on last-click only, with no visibility into upper-funnel impact
• A very conservative legal/compliance environment

Solution

With Freshpaint already in place as their compliant tracking layer, the team activated three key capabilities:

• Unified Pixel Ownership: Consolidated all agency pixels into a single payer-owned pixel through Freshpaint, enabling retargeting for the first time.
• Precision Events: Set up conversion tracking for leads and completed applications, feeding data back to Google, Meta, and The Trade Desk for optimization.‍
• Freshpaint Audiences: Uploaded propensity modeling and correlated modeling audiences from first- and third-party data from their CRM and data lake to ad platforms, 100K+ prospects across 12 custom segments, without exposing PHI.

Results

Key Insight

Cost per click intentionally increased year-over-year. By narrowing targeting to only high-propensity prospects, the team pays more per click but dramatically less per actual lead. As our point of contact told his stakeholders: "I can get you a 10-cent CPC if you show ads to people who'll never convert. But that won't grow the business."

"We were able to take propensity modeling and correlated modeling from our internal data analytics team, infuse that into the ad platforms via Freshpaint, and that's why our cost per click is intentionally higher. We narrowed our focus and only targeted people who could actually convert. The numbers prove it."

— Director of Performance Marketing

Why It Matters for Payers

• Legal team became an enabler: "Is Freshpaint doing it?" is now the first question. And if yes, marketing gets far more latitude for new initiatives.
• Partner, not vendor: Freshpaint is the only technology company this payer categorizes as a "partner" in their annual vendor evaluations.
• A/B testing at scale: Running head-to-head tests during AEP and OEP, Freshpaint retargeting was 1% more efficient on CPL and 8% more efficient on CPA vs. Meta’s native retargeting, and simpler correlated modeling beat more complex propensity models.

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