How a Leading Nonprofit Health Plan Built a Seamless Marketing Funnel with Freshpaint

For one of the nation’s largest nonprofit health plans, expanding into new markets while maintaining its mission of improving member well-being presented a tough challenge. Every marketing dollar had to deliver measurable results while meeting the stringent requirements of HIPAA compliance.

With ambitious goals but limited visibility into campaign performance due to data privacy constraints, the health plan’s marketing team needed a solution to unlock the full potential of their efforts. That’s when they turned to Freshpaint.

The Challenge: Bridging the Gaps in the Funnel

The organization’s marketing strategy revolved around educating underserved communities about healthcare options and driving enrollments. But their existing tools created significant roadblocks:

• Fragmented Data: It was difficult to track how members moved from seeing an ad to enrolling in a plan.
• Compliance Concerns: Legacy tools like Google Analytics presented HIPAA risks, with no guarantees of data de-identification.
• Siloed Campaigns: Without a clear view of the entire funnel, budget allocation decisions were often based on incomplete or misleading data.
• Scaling Challenges: As this organization expanded into new states, they needed a system that could adapt quickly and scale efficiently.

Because of these roadblocks, this company had a problem measuring the full member journey. They needed a way to track users from the first ad impression all the way to enrollment without compromising member privacy.

The Solution: Freshpaint as the Engine of a Full-Funnel Strategy

Freshpaint’s BAA-protected Healthcare Privacy Platform became the backbone of this organization’s marketing transformation. With its privacy-first design, Freshpaint enabled the health plan to seamlessly connect data across the funnel, from awareness to enrollment.

Top of Funnel: Targeting the Right Audience

The health plan uses programmatic DSPs like StackAdapt and Basis to run awareness campaigns. Freshpaint captured data from these campaigns, allowing the team to track impressions and clicks while remaining compliant.

Middle of Funnel: Educating and Engaging Members

Once potential members visited the health plan’s website, Freshpaint tracked their interactions, from time spent on educational pages to their exploration of plan options. This data, fed into an analytics platform, helped the health plan understand which content resonated most and where potential members dropped off.

Bottom of Funnel: Driving Enrollments

The final step was enrollment. Freshpaint enabled this health plan to track user behavior on enrollment platforms, tying ad impressions to actual conversions. For the first time, the team could see the full impact of their marketing efforts.

The Results: From Insights to Impact

With Freshpaint, this organization saw transformative results:

• Improved Budget Allocation: Real-time insights helped the health plan identify high-performing channels and reallocate spend for maximum ROI.
• Enhanced Retargeting: By sending compliant data back to DSPs, this organization improved retargeting campaigns while staying HIPAA-compliant.
• Scalable Solutions: Freshpaint’s flexibility allowed the company to scale its strategy as it entered new markets.

Freshpaint has changed the way this nonprofit health plan approaches marketing. They’re no longer guessing but instead making decisions based on data.

A Blueprint for Healthcare Marketing Success

This partnership with Freshpaint showcases what’s possible when healthcare marketing meets cutting-edge technology. By embracing a privacy-first, full-funnel strategy, this health plan has unlocked new levels of efficiency, compliance, and impact.

The message is clear for organizations looking to balance privacy and performance: with the right tools, you don’t have to choose between compliance and results. Freshpaint powers healthcare marketers to achieve both.