How a Top 10 National Payer Launched HIPAA-Compliant Advertising in Just 3 Weeks

The Annual Enrollment Period (AEP) is the most important time of the year for healthcare payers. And, for one top 10 national payer, the stakes were particularly high. They needed to implement a privacy-first advertising strategy that could support essential ad platforms like The Trade Desk, Campaign Manager 360, and Meta Ads.

But with only weeks to go before AEP, the pressure was on to avoid missed revenue opportunities due to lost marketing visibility. Here’s how they partnered with Freshpaint to achieve it—in just three weeks.

The Challenge: High Stakes and a Hard Deadline

This top 10 national payer had a particularly complex challenge. Their compliance team pushed them to remove tracking on their web pages to ensure compliance with various privacy laws. But this resulted in limited visibility into key marketing metrics. With AEP fast approaching, they faced a critical question: How could they quickly restore advertising visibility while still maintaining compliance with privacy laws?

Adding to the complexity was the sophistication of their marketing stack. The organization’s advertising strategy relied on a range of platforms, including The Trade Desk, Campaign Manager 360, Facebook Ads, and Pinterest Ads. Ensuring a unified and compliant implementation across all of these tools would require technical precision and cross-team alignment.

The Solution: A Bespoke, Fast-Track Implementation

Freshpaint’s approach was clear: deliver a bespoke implementation tailored to the healthcare payer’s specific needs. With only three weeks to work with, Freshpaint’s team acted quickly, bringing together key decision-makers from the healthcare payer’s marketing and agency teams. The unified focus allowed for fast, coordinated action.

One of the standout features of this implementation was its complexity. As Gil Cayabyab, one of Freshpaint’s implementation experts, put it, “We had to build a lot of events for them by hand.” This bespoke event creation ensured that the healthcare payer’s advertising stack would be fully integrated with Freshpaint’s privacy-first solution. The custom event builds allowed for precise measurement and attribution while maintaining full compliance with HIPAA’s stringent privacy requirements.

But complexity alone wasn’t the only challenge. Speed was essential. With AEP looming, Freshpaint’s team and the healthcare payer’s internal teams had to align quickly. The payer’s marketing, compliance, and legal teams moved in lockstep, accelerating approvals, supporting fast troubleshooting, and ensuring no time was wasted. This rapid alignment—combined with Freshpaint’s technical expertise—was the key to success.

Gil highlighted this team dynamic, stating, “What really drove this project to success was the strong ownership taken by each team. The healthcare payer's team, their agency team, and Freshpaint's team worked closely together, staying aligned and ensuring steady progress throughout.”

The Results: Full Visibility, New Channels, and Future Growth

By the end of the three-week sprint, the healthcare payer’s advertising stack was live and validated, just in time for AEP. The joint effort of Freshpaint’s team, the healthcare payer’s internal teams, and the agency led to several key outcomes:

• Rapid Go-Live: The healthcare payer’s advertising stack, spanning The Trade Desk, Campaign Manager, Facebook Ads, and Pinterest Ads, was launched and validated in just three weeks.
• New Channels Unlocked: For the first time, the healthcare payer was able to advertise on Pinterest. The decision to activate Pinterest as a new channel was driven by the confidence that Freshpaint’s compliant tracking solution would support it without risk.
• Future Expansion to Authenticated Pages: With the success of the unauthenticated pages implementation, the healthcare payer’s leadership began exploring the possibility of extending Freshpaint’s solution to authenticated pages, opening new doors for down-funnel visibility and enhanced measurement.

This success story demonstrates that speed and complexity are not mutually exclusive. Freshpaint’s bespoke approach—coupled with strong alignment from internal teams and agency partners—showed that even the most complex implementations can be delivered on an accelerated timeline.

The Takeaway: HIPAA-Compliant Advertising, Delivered at Speed

For healthcare payers, AEP is non-negotiable. Every day counts, and this payer proved Freshpaint’s privacy-first approach doesn’t slow teams down. Instead, it accelerates them. By enabling cross-team alignment, supporting complex event builds, and offering deep technical expertise, Freshpaint helps healthcare payers achieve compliant advertising on their most essential platforms.

The story doesn’t end here. With their advertising stack fully operational and compliant, this healthcare payer is now exploring ways to unlock visibility on authenticated pages—a move that could drive even greater down-funnel insights and advertising performance.

Freshpaint’s bespoke, privacy-first implementations aren’t just fast—they’re future-proof.