Marketing Rounds

Freshpaint

Can healthcare marketers achieve growth, measurement, and compliance all at once? Yes. And this show will prove it. Marketing Rounds is your routine check-up on the state and future of healthcare marketing performance. Over 14 episodes, we go inside conversations with industry-leading marketers who are turning regulation into innovation. You’ll learn how to design privacy-first systems that earn trust and budget, replace attribution guesswork with clarity, and communicate insights that leadership believes in. Because when data is connected, attribution is clear, and compliance is built in from day one, marketing stops being a cost center and starts becoming a strategic driver of growth.

  1. 6D AGO

    The Myopia Bet: Inside the Stellest Launch with Matthew Jackson

    Healthcare marketers launching a brand new product category treat "we can't measure it" as a blocker. Matthew Jackson, Director of Americas - Consumer Media & Digital at EssilorLuxottica, treats it as a puzzle worth solving. In this episode, Matthew shares what it's actually like to launch Stellest — the first FDA market-authorized spectacle lens to slow myopia progression in children — into a market that barely knows the condition exists. He breaks down how you build consumer demand when there's no search intent to capture, why the independent eyecare distribution model creates a measurement black hole, and how his team has stitched together foot traffic data, web signals, and long-tail attribution windows to give leadership a grounded picture of what's working. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps *(03:37) - Myopia explained: why pediatric nearsightedness is surging and what parents need to know *(11:00) - Launching Stellest: balancing consumer activation with independent practice distribution *(16:43) - What happens when your customer becomes someone else's patient *(25:00) - Building a 60-day attribution model from foot traffic data, store locator clicks, and "book now" button taps *(29:03) - How CTV and digital audio evolved from impression machines into conversion channels for a zero-awareness brand *(34:13) - The next frontier: measuring creator and influencer impact in a space where you can't track the sale -------------------  💬 Quote “  If it takes 30 days for someone to take action after being exposed to the media, and then it takes maybe another 30 days, we'll just say, to account for those sales. We're looking at a 60 day window of the return on our media investment. Trying to fill those gaps in with say, the store traffic piece, with understanding how people are visiting, when they're visiting, how long it's taking to visit, helps us then to continue to refine that modeling and the analysis we're doing to really understand. That's where it becomes a, Well, now we can give to leadership an expectation. It's a little bit more grounded in the data that we do have and then constantly trying to iterate and get more realistic, whether it's market testing, where we'll do a market with media on, or a different media mix than another, and start to look at ways that we can pull those levers to just really decrease that timeline.” – Matthew Jackson ‍------------------- ‍🔗‍ Links Connect with Matthew Jackson on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    37 min

  2. APR 29

    Turning a Compliance Crisis into a Marketing Advantage with Lauren Anderson

    When HHS guidance forced healthcare marketers to rethink online tracking overnight, most scrambled to get back to baseline. Lauren Anderson of Baptist Health did something different. She used the disruption to finally answer the question leadership had always been asking: is our marketing actually driving patient appointments? In this episode, Lauren walks through how she mapped the full conversion journey, exposed the gaps hiding between campaign clicks and scheduled procedures, and built the cross-functional relationships with legal, IS, and finance that made a real attribution solution possible. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps *(01:22) - How HHS guidance forced a data stack reckoning at Baptist Health *(03:57) - Showing leadership the tracking gaps: the diagram that changed everything *(09:05) - Building cross-functional trust with legal, IS, and risk teams *(14:33) - From web forms to real appointments: closing the conversion gap *(17:10) - Using budget optimization and lead quality data to justify spend *(36:41) - Practical first steps: mapping your conversion actions and UTM strategy -------------------  💬 Quote “ In the last year, we've worked with our Epic teams and we worked with our Salesforce teams and our IS partners with Snowflake to essentially pull some of these things together and map when we generate a UTM parameter for Google Analytics, for our campaigns, we're able to insert a service line or a care service to appointment codes that we get and it's all anonymized. But we're able to map those things together. When we look at our campaign data now, we're actually looking at it in Marketing Cloud Intelligence in Salesforce. We can see here's the campaign that ran. Here's how much we spent. Here's the web traffic on it. All of those great people call them vanity metrics. But we're also able to see how many patients booked appointments, how many appointments were booked, how many people showed up to their appointments. That's something we've never been able to do before. We're really, really excited about that and we're just looking for what's the next gap? What's the next step? Where can we pass through another tracking parameter so that we can see what our return on investment is?” – Lauren Anderson ‍------------------- ‍🔗‍ Links Connect with Lauren Anderson on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    39 min

  3. APR 22

    Overcoming IT Hurdles to Enhance Marketing Performance with Clint Paul

    💡 Episode Summary Most healthcare marketers treated the 2022 HHS tracking crackdown as a crisis to survive. Clint Paul, Director of Marketing Analytics at Hospital for Special Surgery, treated it as a blank slate. In this episode, Clint shares how a forced compliance reset became a three-year journey to connect siloed data across web analytics, call tracking, and Epic, and ultimately prove that marketing was driving real patient appointments. He breaks down how he built the technical foundation, earned trust with skeptical IT and legal teams with preparedness, and created the cross-functional alignment that made it all possible.  👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps *(03:52) - How HSS thought about marketing performance before the data journey began *(06:56) - Flying blind: clicks, cost-per-click, and the 2022 HIPAA wake-up call *(10:03) - Rebuilding from scratch: HIPAA-compliant analytics and getting back to baseline *(15:14) - The big idea: connecting web data to Epic to see the full patient journey *(28:00) - The slide that changed everything: proving digital marketing's direct impact on booked appointments *(41:09) - Practical first steps for healthcare marketers not yet on this journey -------------------  💬 Quote “ As we build this model out, knowing a bit more of the revenue piece, I think that will then come into play of like, Okay, here's the ROI that we want to maintain and having that be a secondary metric outside of the cost per. The cost per is going to be the most immediate and actionable one because our patient value, lifetime value can be a seven, eight month journey from that initial appointment to any sort of surgical procedure or anything like that. For marketing and optimization and things like that, we obviously can't wait eight months to know what Google Ads keywords are working for us. Having that be the transaction-based metric with the secondary of like, here's how we're going to optimize towards this lifetime value piece, it's gonna be huge. It just levels the language playing field of what we're doing to someone like finance who's just thinking and balances and things like that.” – Clint Paul ‍------------------- ‍🔗‍ Links Connect with Clint Paul on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    46 min

  4. APR 8

    Elevating Behavioral Health Marketing with Limited Budgets with Mari Considine & Cari Burke

    💡 Episode Summary Behavioral health marketers know that outspending private equity-backed competitors isn't an option. But that doesn't mean conceding the market. In this episode, Ray Mina sits down with Mari Considine and Cari Burke of Acenda Integrated Health, to explore how they rebuilt their marketing function into a cross-functional growth engine. They dig into how Acenda shifted from brochures and local referrals to a data-driven, experience-obsessed strategy, why tying every KPI to business outcomes unlocked buy-in that marketing metrics alone never could, and how their Brand Experience Design Lab is closing the gaps between digital promise and in-person reality. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps (01:46) - Acenda Integrated Health and the shifting behavioral health landscape (04:15) - Pre-COVID marketing vs. today: From brochures to digital (09:29) - Competing without outspending: Content, creativity, and nimbleness (14:58) - Building the Brand Experience Design Lab: Cross-functional buy-in (21:42) - What the brand lab revealed: Patient journey gaps and internal referrals (36:54) - Building a playbook: How to start your own brand experience program -------------------  💬 Quotes “One of the shifts that Cari and I really made, and it took a very long time, was to take all of our KPIs, all of our metrics, and tie them to our strategic plan and individual business goals of the organization.  It helped us with finance, so we were able to get some yes’s on some things we might not have gotten before. Because again, we could show the return. But not just the return that marketing likes to see, because again, we were showing that. We just weren't showing it in the way that our business partners, our finance partners like to see. It's about making sure that we're speaking the right language because our language just falls flat with our business partners at the organization.  We really formalized what thought leadership looks like at Acenda. And the goal is to get our clinicians to participate in our marketing campaign language, in our blogs, in our content, internal, external, getting them to showcase their expertise on external websites and at conferences.” – Mari Considine “ Our data is only as good as what it's doing to for the programs. We could say, We got this many impressions and this many clicks and this many people on our website. But, if that doesn't result in people using the program services and booking those appointments and becoming a patient, it was all for nothing. I think that's where we are going to be able to see the results, based on the efforts that are going to be put forth, by seeing that increase across the board.” – Cari Burke ‍------------------- ‍🔗‍ Links Connect with Mari Considine on LinkedIn Connect with Cari Burke on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    41 min

  5. APR 1

    Using TV, Radio, and SMS to Crack the Upper Funnel with Neil Walker

    💡 Episode Summary Growth marketers understand they need to move beyond Google search in theory, but execution falters when channels like TV and radio require upfront investment without immediate attribution clarity. In this episode, Neil Walker of Oar Health reveals how he shifted from search-dependent growth to a 70-80% media mix from TV and radio. Neil details the targeting, creative cadence, measurement, and SMS integration required to make upper-funnel channels work in stigmatized healthcare categories where intent simply doesn't exist at scale. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps ‍*(01:08) - Why intent channels aren't enough in healthcare ‍*(04:39) - How TV and radio became the growth strategy ‍*(09:02) - Budget, timeline, and creative approach  ‍*(14:39) - Day parting: Reaching the right audience at the right time ‍*(19:05) - SMS as a call to action: Nurturing TV-driven leads ‍*(27:39) - Leading indicators and business outcomes -------------------  💬 Quote “ If you're spending a lot of money in Google and a lot of money in Facebook, when you turn on tv, it's going to have a more muted effect. Within the channel, if you're not going to get that immediate oomph, you're probably looking for the cost per view, like how cheaply are you driving traffic and on what volumes. And then probably a second or a third order is what's happening with your brand search? We had brand search, it was 20% of our total Google spend. It's now 70%. We now have 8X the brand search. Dominance in brand search, having your brand become the defacto one, which is what we're both experiencing and trying to create. You'll see growth in brand search quite quickly, I would say within a couple of weeks if you are doing it right.” – Neil Walker ‍------------------- ‍🔗‍ Links Connect with Neil Walker on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    40 min

  6. MAR 18

    Revolutionizing Healthcare Marketing with a CRM with Heather Linder

    💡 Episode Summary Regional healthcare providers face a unique challenge: they can't grow through population expansion or traditional acquisition strategies, making data-driven precision essential. Heather Linder's work at OU Health demonstrates how a CRM-powered approach transforms healthcare marketing in rural Oklahoma, driving measurable outcomes on lean budgets while connecting patients to life-saving screenings. Her team built a sophisticated orchestration system that links campaigns directly to patient outcomes, proving marketing's value to financial leadership. In this conversation, we explore why precision patient marketing matters in rural healthcare, how to balance growth with compassionate care, and what others can learn from Heather’s success in serving communities with genuine need.  👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps ‍*(01:55) - OU Health's transformation: From safety net to academic medical center ‍*(09:17) - Balancing brand storytelling with surgical growth marketing ‍*(11:37) - Why CRM became the orchestration engine for patient engagement ‍*(16:19) - First party data and EMR integration: Choosing the right channel ‍*(21:16) - Mobile cancer screening campaigns and improving state health outcomes ‍*(32:20) - Proving marketing ROI: From vanity metrics to downstream revenue -------------------  💬 Quote “ We have people's lives in our hands. There's someone searching or looking in their inbox or coming across us somewhere out in the ether that is maybe really stressed out about a potential diagnosis, about a symptom, about some unknown in their life, and where do they go and how do they make that decision? There's so much coming at us all at once. If my campaign can help someone feel like they were confident in making the right next step toward getting an answer, toward getting the care that they needed, that's the goal.” – Heather Linder ‍------------------- ‍🔗‍ Links Connect with Heather Linder on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    39 min

  7. MAR 11

    Why Multi-Channel Healthcare Marketing Fails (Even When Everyone Agrees) with Lauren Leone & Rich Briddock

    💡 Episode Summary Healthcare leaders embrace multi-channel strategies in theory, but implementation consistently fails when measurement frameworks, economic models, and incentive structures face real-world scrutiny. In this episode, Lauren Leone and Rich Briddock of Cardinal Digital dissect the critical failure points in multi-channel execution, examine what's at stake when these systems break down, and reveal the transformations that occur when teams finally achieve alignment. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps ‍*(00:41) - Why multi-channel marketing fails in healthcare despite theoretical agreement  ‍*(03:24) - Why marketing teams fall back on intent channels ‍*(10:21) - The 70-20-10 Framework ‍*(16:54) - Measurement frameworks and leading indicators  ‍*(22:35) - Setting clear goals and understanding your audience ‍*(31:38) - Practical next steps and starting small -------------------  💬 Quotes “ We start oftentimes with, Can you tell us the capacity for new patients at your locations or by service line? So that it's not just this blanket, We need new patients everywhere. I think that creates really interesting channel mix opportunities. You might take a market where you're highly saturated, we do a marginal or incrementality test and find that search has really maxed its capacity and you need to start considering other channels. Then you may have an emerging market or market where competitive pressures are less or where there's population growth. There's just green space to be had and maybe you can rely on a little bit more of your bottom funnel there for the time being, and it's not this binary, my org does this mix or doesn't do this mix, but it's a lot more nuanced to that based on the business need.” – Lauren Leone “ What we typically tend to find when we go into a new relationship is the life cycle or the stages of the goal maturity curve are often not met in terms of people might know that they need new patients, but they offer a variety of different service lines. They're not thinking about the different LTVs of those patients. They're just saying, I need 1,000 new patients at a $200 cost per acquisition, but they're not segmenting or there's no nuance between those different patient cohorts. And then it's oftentimes not measurable. They can't join the dots from, I'm spending here and I'm receiving X. What we are trying to work with them on is fundamentally what's the actual goal?  And be more granular than just, I need this CPA. Actually know if you are getting someone on the dentistry side who's coming in for Invisalign, you shouldn't be looking at them the same way as someone who's coming in for a teeth cleaning. The value to your organization is significantly different.” – Rich Briddock ‍------------------- ‍🔗‍ Links Connect with Lauren Leone on LinkedIn Connect with Rich Briddock on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    38 min

  8. MAR 4

    Multi-Channel Marketing That Finance Actually Believes In with Scott Orstad

    💡 Episode Summary Healthcare providers can no longer rely solely on Google to reach today's health consumers. Strategically combining search, social, programmatic (CTV), and email is essential for diversifying outreach and reducing platform dependency. Scott Orstad's work at Catholic Health demonstrates how a privacy-safe, data-driven infrastructure transforms this strategy into measurable results: driving growth on flat budgets, proving ROI, and maintaining compliance. In this conversation, we'll explore how Scott's team successfully expanded beyond Google Ads—why they did it, how they did it, and what others can learn from their success in tying marketing to tangible outcomes. 👉 Check out the actionable guide based on this episode ------------------- ⏱️ Episode Timestamps ‍*(01:24) - The limits of bottom-funnel marketing  ‍*(04:20) - Building a multi-channel strategy on flat budgets ‍*(12:21) - How direct mail, email, and social outperformed expectations ‍*(26:30) - Proving ROI to financial leadership ‍*(30:38) - Why asking "how did you hear about us?" still works ‍*(38:44) - Brand vs. performance under budget pressure -------------------  💬 Quote “ Google's benefit was almost, in some ways it's Achilles' heel because of the instant gratification of the results that you're able to see and proving the worth. Because in many cases, it was one of those first drivers to really help marketers prove, especially in the healthcare space, with all the regulatory constraints that we are and can be a revenue generating resource for the organization. It's not going to necessarily work for every service line because again, that awareness is important. But there are, clearly, very specific ones where we can show that we are moving the needle as far as getting people to schedule appointments and actually have the appointments, and then looking at the downstream revenue of those potential things.” – Scott Orstad ‍------------------- ‍🔗‍ Links Connect with Scott Orstad on LinkedIn Connect with Ray Mina on LinkedIn Learn more about Freshpaint Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    41 min
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Ratings & Reviews

5
out of 5
6 Ratings

About

Can healthcare marketers achieve growth, measurement, and compliance all at once? Yes. And this show will prove it. Marketing Rounds is your routine check-up on the state and future of healthcare marketing performance. Over 14 episodes, we go inside conversations with industry-leading marketers who are turning regulation into innovation. You’ll learn how to design privacy-first systems that earn trust and budget, replace attribution guesswork with clarity, and communicate insights that leadership believes in. Because when data is connected, attribution is clear, and compliance is built in from day one, marketing stops being a cost center and starts becoming a strategic driver of growth.

Information

  • Creator
    Freshpaint
  • Years Active
    2K
  • Episodes
    15
  • Rating
    Clean
  • Copyright
    © 2026 Freshpaint
  • Show Website
    Marketing Rounds