Healthcare Marketing's Playbook for the 2027 Medicaid Changes
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For DTC & DTP Pharma Marketing Teams

Know What's Working While The Campaign Is Still Live.

Your MMM lands a quarter late. Your pixels are blocked or stuck in a long privacy review. And your DTP data stops the moment a patient redirects for a telehealth or pharmacy partner. Freshpaint gives pharma teams real-time measurement from ad click to patient start.
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100%
of pharma marketers say privacy constraints impact performance
83%
can't connect website visits to Rx fills
59%
say compliance delays or changes their campaigns
300+
pharma & healthcare organizations trust Freshpaint
Four Gaps Slowing Pharma Campaigns
Pharma marketing stacks weren't built for the evolving regulatory and privacy environment. Over time, teams have layered workarounds onto a broken foundation, and paid the price in speed, visibility, and ROI.
Your ad platforms optimize blind, and your reports arrive late
When pixels are removed, Google, Meta, and DSPs lose conversion signals. Meanwhile, script data and MMM results arrive months later. By the time you know what worked, the budget is already spent.
Visibility disappears when patients leave your brand site
A patient clicks your ad, then moves to a telehealth or pharmacy partner. You lose sight of what happens next, making it impossible to connect campaigns to the outcomes that matter, like filled prescriptions.
Privacy reviews slow down every campaign launch
Every new pixel, partner, and audience can trigger weeks of review. Without technical controls built into your marketing infrastructure, teams rely on manual approvals that slow marketing down.
Audience targeting faces growing restrictions
More states are treating inferred health conditions as sensitive data. That puts traditional third-party pharma audiences under scrutiny, even when they’re built on predictions rather than confirmed diagnoses.
Use Cases

Built for DTC and DTP Pharma Campaigns

From branded drug sites to off-domain partner redirects, Freshpaint connects compliant measurement to real patient outcomes.
DTP Measurement
DTC Performance
First-Party Audiences
Measure The Full DTP Journey, From Ad Click To Filled Script

The commercial outcome of a DTP program happens on someone else's site. Freshpaint follows the journey across your brand site, telehealth provider and pharmacy partner, then returns an aggregated, de-identified view of what happened at each step in real-time.

How Freshpaint Helps:

  • Stitch cross-domain journeys from branded sites to telehealth and pharmacy partners, with DPAs in place with each partner
  • See which channels and campaigns drive patient starts, not just clicks to the handoff
  • Find exactly where patients drop off inside eligibility, scheduling and checkout steps
  • Measure CAC, LTV and ROAS by tracking all the way to the fulfilled prescription, not just the page visit.
Keep Your Optimization Signals While Reducing Third-Party Tracking Risk

When pixels are blocked or slowed by privacy review, every performance channel loses its signal. Freshpaint restores compliant conversion events to the platforms you already use, and gives you one independent view of what each channel actually drove.

How Freshpaint Helps:

  • Replace third-party pixels on brand sites and condition pages with one governed data layer
  • Send real-time conversion events to Meta, Google, Trade Desk, StackAdapt, and other DSPs
  • Compare every channel side by side with multi-touch attribution, so you have one single source of truth
  • Go from monthly/quarterly optimization cycles to faster decisions with live signal data
Activate Your First-Party Data Across Ad Platforms, With Greater Control

State privacy laws are shrinking the third-party health segments pharma has relied on. Freshpaint lets you build audiences from consented behavior on your own sites and send them to media platforms without health context attached.

How Freshpaint Helps:

  • Build segments from high-intent actions on your sites, like discussion guide downloads, find-a-doctor searches and copay sign-ups
  • Create seed and lookalike audiences from consented users
  • Send hashed segments under neutral names, so ad platforms never see the health context condition behind them
  • Replace inferred condition segments with first-party audiences built from what consented visitors actually do on your site
How Freshpaint Works

The Foundation Marketing & Privacy Can Both Align On

Most pharma teams already have the privacy policies. What they lack is the foundation to enforce them without slowing marketing down. Freshpaint turns those rules into infrastructure.
Set the rules once

Your privacy team decides what data can go to which platform, one time. Freshpaint enforces those rules on every event, on every brand site, and for every campaign launch, without the lengthy manual reviews.

Replace third-party pixels with one governed layer

A single Freshpaint pixel replaces the scripts on your brand and condition sites. Sensitive health data is stripped or hashed before anything leaves. Marketers tag new events in a visual tagger, no dev ticket or spreadsheet required. Marketers can be marketers.

Send real-time signals everywhere you buy media

Compliant conversion events flow to ad platforms and analytics tools as they happen. Bid optimization, suppression and lookalikes start working again, and your attribution reflects now, not last quarter.

Show privacy exactly what left the site

Event-level verification shows each payload before and after filtering. A permanent audit log and continuous tracker monitoring catch new or forgotten pixels across every property. Privacy approves with evidence, so campaigns launch sooner.

Scale to every brand with the same rules

New brand site, new agency, new channel: same governed setup, live in days.

Industry Use Cases

How a Top-10 Pharma Closed Its DTP Measurement Gap

A top-10 pharma company was expanding its direct-to-patient programs across multiple brands and care pathways. But every time a patient left a brand site for its pharmacy partner, the team lost sight of them. They couldn't tell which channels brought in high-intent patients, where patients dropped off, or which pathway converted best. With Freshpaint on both its brand sites and its partner's portal, and consent respected at every step, the team now sees the full journey across two pathways: direct purchase and copay support. And it has a repeatable framework to extend to new brands and partners as its DTP programs grow.
Results
  • Full patient journey visible in real time from ad click to pharmacy fulfillment, through aggregated, anonymized reporting with no health data exposed
  • New patient starts, CAC and lifetime value measured by channel
  • Drop-off pinpointed step by step across both pathways
Read More
Pharma Funnel
Resources for Pharma Teams

Get insights, strategies, and data that help you stay ahead

Blog / Insights
Marketing Hub
Compliance
Pharma Marketing Analytics in a Privacy-First Era: What a Recent Lawsuit Reveals
Marketing Performance
The Marketing Measurement Gap That’s Costing Direct-to-Patient Pharma Billions
GUIDE
From Media Spend to Patient Starts: A Guide to Full-Funnel Measurement in DTP Pharma
REPORT
The DTC and DTP Pharma Benchmark Survey: Restoring Marketing Visibility in a Privacy-First Era
EBOOK
The New Rules of DTC: The New Rules of DTC: Pharma & Med Device Marketers' Guide to Growth Without Risk
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