LetsGetChecked is a forward-thinking healthcare company that offers a wide range of at-home healthcare solutions, including diagnostic screenings, virtual consultations, prescription delivery, and even genomic sequencing.
Given their innovative approach to healthcare, it’s no surprise that their marketing strategies are equally cutting-edge. But, forward-thinking marketing relies on data, and ensuring that data usage does not violate strict privacy regulations is no small feat.
This challenge recently became even more complex when LetsGetChecked’s leadership decided to remove all marketing pixels and tags from their marketing efforts to meet new data privacy standards.
.png)
When the FTC's data privacy rulings and guidance impacting healthcare organizations came out, LetsGetChecked, like many healthcare companies, faced a critical challenge: how to maintain effective marketing while adhering to strict compliance guidelines.
“We started to see lots of companies in the healthcare space getting fined, and so we took a very conservative approach to our compliance measures,” explains Arden Kaley, VP of Growth Marketing at LetsGetChecked. “We had to remove all marketing pixels and tags from the website, and we were really left wondering how we were going to do marketing without the ability to see what people were looking at or what was driving conversion.”
"We were really kind of guessing at what was working and what wasn’t working."
Without the ability to track conversions, LetsGetChecked’s marketing efforts became largely guesswork. The team had to manually adjust bids for keywords, with no real insight into what was working.
LetsGetChecked needed a solution that would allow them to measure the effectiveness of their marketing efforts while maintaining strict compliance with data privacy regulations. Enter Freshpaint.
Kaley knew from the moment she first found Freshpaint that this was the solution she needed, “When we first met with Freshpaint, it was very clear that they understood healthcare. Our compliance officer was sold from the first meeting.”
With Freshpaint, LetsGetChecked was able to replace all non-compliant tracking technologies and centralize data collection in a platform backed by a Business Associate Agreement.
"Freshpaint really gives us the efficiency that we need because we can control everything in one place.”
“It allows our team to really maximize their time by just going to one place, implementing one conversion, and then being able to move forward and get back to marketing." Kaley explains.
Freshpaint’s Healthcare Privacy Platform allows LetsGetChecked to continue using their existing marketing tools without compromising PHI, while also avoiding the high costs and disruption of switching to new platforms.
The implementation of Freshpaint allowed LetsGetChecked to move away from the guesswork of manual bidding and return to automated bidding for paid search and social campaigns, optimizing towards conversion events.
“Before Freshpaint, we were guessing at what was working and what wasn’t,” says Kaley.
“Now, with automated bidding enabled by Freshpaint’s conversion tracking, we can see what’s working in real time and adjust our spend accordingly.”
The shift from manual to automated bidding helped LetsGetChecked lower costs and improve marketing efficiency. Freshpaint allowed them to make data-driven decisions again, unlocking the ability to optimize away from ineffective tactics and focus on the strategies that worked best.
“Because we have Freshpaint, we can focus on tactics that work. We can focus on the right audience targeting. We can focus on the right ad creative that's going to drive the best performance,” adds Kaley.
But the successes didn’t end there.
Freshpaint had an immediate impact on LetsGetChecked’s marketing performance. With Freshpaint, LetsGetChecked was able to get back to the performance levels they saw before removing all marketing pixels and tags for compliance purposes.
“When we had to remove our marketing pixels and tags, we really lost sight of what was working, and what wasn't working. With Freshpaint, we're back at a place now that was consistent with what we saw before these compliance measures,” says Kaley.
.png)
One of the key differentiators for LetsGetChecked was Freshpaint’s white-glove service. The platform not only provided technical solutions but also offered ongoing support through a dedicated customer service engineer, ensuring seamless implementation and consistent compliance.
“Freshpaint’s white glove service is phenomenal.”
Kaley emphasizes, “We have the power to use this amazing tool, but I don't ever have to do it because we have an awesome customer support engineer who can help us implement what we need to, helps us identify the best way to implement something, and ensures that everything that we're doing inside the platform is the best way forward and the most compliant.”
This level of service also extended to collaboration with LetsGetChecked’s compliance team. Freshpaint’s Web Tracker Manager made it easy for their compliance team to monitor new trackers and pixels, ensuring that everything on the website remained compliant.
Kaley emphasizes, “Our compliance team loves Web Tracker Manager.”
With Freshpaint, LetsGetChecked has regained control over its marketing while maintaining full compliance with data privacy regulations. The company is now able to target its marketing spend effectively, optimize away from what’s not working, and ensure that marketing dollars are driving the best possible results.
"I literally don’t know what I would do if we didn’t have Freshpaint," Kaley concludes.
