Build High-Performing Audiences With Smarter, Privacy-First Targeting

Unlock real performance gains (without compromising compliance) by tapping into your own first-party data to build lookalikes, retargeting lists, and exclusion audiences. Reaching the right people at the right time just got a whole lot easier with Freshpaint’s healthcare audience targeting solutions.

87.8%

Lower cost per lead (CPL) for Payer using Meta retargeting

75%

ROI improvement on previously underutilized channels

30 minutes

Average time from audience creation to live campaigns

Zero

Data engineering required (built for marketers)

Why Healthcare Hasn’t Been Able to Use Standard Audience Targeting

Ad platforms like Google and Meta offer powerful audience targeting: lookalikes, retargeting, and exclusions. But healthcare marketers historically were unable to use them because building audiences required sharing sensitive data with platforms that won't sign BAAs.

Unable to Retarget Effectively

Prospects visit your site, show interest, then disappear. You can't re-engage them safely in healthcare through digital channels without creating compliance risk.

Wasted Budget on Existing Patients

Without compliant exclusion lists, you end up spending acquisition dollars on people you’ve already won. A large share of your budget gets wasted chasing conversions because teams can’t safely suppress existing patients.

“Without an understanding of how our media campaigns were performing, we were flying blind.” — DJ Willard, Priority Health

Couldn’t Build Lookalikes

You have first-party data, making it clear who’s ready to convert, but you can't use it to find similar prospects. Advertising platforms won’t sign BAAs, so teams don’t have a healthcare-compliant way to leverage the data they already have for their marketing strategies.

What Freshpaint Audiences Unlocks

What You Can Do With Audiences

Prospecting & Lookalikes

Use compliant behavioral data to reach new, high-intent prospects with precision in your healthcare marketing campaigns.

• Build lookalikes from your best patient or customer segments
• Create seed audiences from completed lead forms or offline-converted patients synced into Freshpaint

Retargeting & Nurture

Reconnect with those who showed intent but never completed their journey.

• Retarget appointment or cart abandoners with reminder messaging
• Re-engage viewers of key service pages
• Run multi-touch nurture campaigns that keep your brand fresh in the minds of those ready to convert

Suppressions & Exclusions

Drive better campaign performance and protect your spend with cleaner targeting.

• Suppress current patients from acquisition campaigns to reduce wasted spend.
• Exclude recent converters for a cooling-off period.
• Remove users in active care journeys or ineligible geographies.
• Automatically exclude unsubscribed or “do-not-market” users.

Key Features & Capabilities

Everything You Need to Build Better Audiences

Behavioral Segmentation
Create audiences based on events you’re capturing in Freshpaint from actions users take on your website (for example, page visits, form submissions, video views, appointment bookings). Build precise segments without having to write code or involving IT — ideal for healthcare professionals who need to move fast without extra dev work.

CSV Upload
Upload patient lists, customer data, or CRM exports via CSV to create exclusion, lookalike, and/or retargeting lists. Freshpaint applies your configured privacy rules to help make sure any health context is disassociated before syncing to ad platforms.

Cross-Platform Activation
Activate the same audience across your supported ad platforms, including Google, Meta, Microsoft Ads, and leading DSPs such as StackAdapt and Viant, with more integrations coming soon. Build once, deploy consistently, and keep your campaigns in front of the right audience across every channel.

Audit Trails
Track exactly which audiences were activated, where they were sent, and when. Compliance teams get full visibility for audits, reviews, or regulatory inquiries.

Built-In Protection at Every Step
Freshpaint captures data server-side, enforces strict safeguards to prevent sensitive data from being inadvertently shared, and gives you precise control over which fields can be shared. Every audience is privacy-first, by design.

Proven Results

Real Impact From Leading Healthcare Organizations

Privacy-First Audience Targeting That Delivers Real Performance

A new approach to privacy-safe audience marketing is allowing healthcare marketers to activate high-intent audiences that were once off-limits.

Results That matter

2x Reach

Attainable by retargeting previously unreachable audiences.

100,000+ Prospects Activated Made it possible to run enterprise-level audience segmentation at once.

“ In just one week, a national payer cut cost per click (CPC) by 10% and improved cost per mille (CPM) after activating Freshpaint Audiences. As they scaled, they ultimately saw an 87.8% lower cost per lead (CPL) compared to prior AEP campaigns.”

Industry Use Cases

Built for Your Type of Organization

Freshpaint Audiences provides a privacy-safe foundation that different healthcare organizations can apply to their marketing needs, giving healthcare marketers the audience segmentation tools they need to stay compliant and effective. From lookalike prospecting to compliant retargeting and smarter suppression strategies, there’s flexibility in how your team can use it.

Hospitals & Health Systems

Large health systems and regional hospitals need to target patients across multiple service lines while staying compliant with HIPAA, state privacy requirements, and internal governance policies. Freshpaint Audiences helps you segment prospects by specialty interest, retarget educational content viewers, and build lookalikes from your best patients—all without exposing sensitive patient data to ad platforms.

Multi-Location Patient Acquisition at Scale

Urgent care, outpatient, and specialty teams often generate strong bottom-funnel demand across multiple locations, but converting that has been limited by the audience tools they couldn’t safely use. Freshpaint Audiences helps you remove that barrier and tap into the data you already collect, so you can use it to drive real acquisition results.

Audience Targeting for High-Value Dental Procedures

From PE-backed multi-location DSOs to independent dental practices, the biggest opportunities often come from people quietly researching treatments long before they’re ready to book. Freshpaint Audiences helps healthcare marketers guide prospects through longer decision cycles, cut ad spend from patients who’ve already taken action, and bring back those who’ve stalled along the way.

Member Acquisition for AEP and Year-Round Enrollment

National and regional payers operate under some of the most restrictive rules in healthcare (HIPAA, CMS rules, and state requirements, to name a few). Freshpaint Audiences helps teams operate within those limits while strengthening their audience targeting strategies.

DTC Audience Targeting Without Sensitive Data Exposure

Pharmaceutical companies, medical device manufacturers, and virtual care platforms running direct-to-consumer (DTC) campaigns need precise audience targeting without triggering regulatory violations or privacy lawsuits. Freshpaint Audiences allows marketers to safely activate compliant audience targeting strategies without pushing sensitive data downstream.

FAQ

What are the key healthcare audience targeting strategies?

The core healthcare audience targeting strategies are retargeting, lookalike modeling, and suppression/exclusion lists. Together, these healthcare audience targeting solutions let you re-engage visitors who showed intent but didn’t convert, find new prospects who resemble your best patients or members, and protect budget by excluding current patients, recent converters, or ineligible audiences.

How does Freshpaint ensure audience targeting techniques like lookalikes and retargeting are HIPAA-compliant?

Freshpaint can be configured to support retargeting and lookalike modeling in a HIPAA-compliant manner by leveraging behavioral data that has been disassociated from its healthcare context. In this form, the data constitutes personally identifiable information (PII) but not protected health information (PHI).

Can I use my existing CRM or EHR data to build audiences?

Yes. Freshpaint can ingest event data from existing platforms such as your CRM, EHR, or CDP through CSV uploads. Initial audience ingestion is supported via CSV upload, allowing you to define and manage segments using existing systems to build richer audience segments.

Do I need engineering resources to build audiences?

No. Freshpaint Audiences is designed for marketers. You can create segments, upload CSV files, and activate audiences directly in the platform—no dev tickets, no SQL, no IT involvement required.

How many ad platforms can I activate a single audience in?

You can activate the same audience across every supported, connected platform. For example, build your "High-Value Patients" segment once in Freshpaint, then use it in Google Ads, Meta, Microsoft Ads, StackAdapt, Viant, and more coming soon.

What audience size is required for activation across different ad platforms and DSPs?

Each destination has its own rules for audience activation. For example, some platforms require only a few hundred users, while others recommend larger seed lists for best performance. Because these requirements change, Freshpaint doesn’t publish a single minimum.

What types of Audiences (segments) can I create in Freshpaint?

Freshpaint supports three main types of audiences:

• Custom List Uploads: Upload lists from your CRM, EHR, or other sources to target or suppress users.
• Behavior-Based Segments: Create audiences based on what users do on your website or app.
• Custom Data Segments: Build segments using imported attributes like demographics or insurance type.

Ready to Build Better Audiences?

Join 250+ healthcare organizations just like yours that are using Freshpaint Audiences to target the right patients, protect your budget dollars, and improve acquisition costs—all while staying privacy-first.