From Ad Click to Fulfilled Script—With Privacy Built In

Eli Lilly doesn't have to choose between protecting patient data and proving what drives patients to convert. Freshpaint governs sensitive health data at the point of collection—preventing leaks to ad platforms while capturing every touchpoint from ad click to off-domain telehealth consults and online pharmacy fulfillment. The result: true multi-touch attribution across the full LillyDirect journey, so performance teams can optimize spend, lower patient acquisition costs, and show exactly which channels and tactics are driving outcomes.

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Statistics

• 75% of pharma marketers say compliance risk is increasing.
• 83% can't connect website visits to direct-to-patient scripts.
• 62% of privacy leaders lack visibility into marketing data flows exposing health data.
• 250+ healthcare & life science organizations trust Freshpaint.

The Solutions to Eli Lilly's Challenges

Achieve Full-Funnel DTP Measurement Without Compromising Patient Privacy

Marketing and privacy teams both get exactly what they need — speed, full-funnel visibility, and compliance — without compromise.

Stop Sensitive Health Data From Reaching Ad Platforms

Freshpaint replaces risky third-party trackers with a privacy-first data layer that automatically de-identifies sensitive health data at the source. Marketing can safely use the ad platforms and analytics tools they need without regulatory risk.

• Safe-by-default architecture strips sensitive health data before any event fires to Meta, Google, or programmatic DSPs.
• Control exactly which data flows to which destinations through a simple interface. Legal and compliance teams approve data sharing at a granular level. No engineering required, no room for human error.
• Full audit trail of what data flows where, for privacy and compliance leadership and legal review.

Track the Full LillyDirect Journey — From Ad Click to Filled Script

When patients leave LillyDirect for telehealth visits and pharmacy fulfillment, attribution breaks. Freshpaint’s cross-domain identity resolution reconnects the full journey, linking every ad click to an attended appointment or completed script — compliantly.

• True CAC visibility that connects paid channel spend to the bottom-of-funnel conversion events, like scripts filled, not just site sessions or upper-funnel clicks.
• Multi-touch attribution across the full LillyDirect funnel from awareness through fulfillment.
• Direct-to-patient attribution that doesn't break at the handoff — across LillyDirect's telehealth and pharmacy fulfillment partners, with compliance built in.

How Freshpaint Works

A Single Governed Data Layer Built for Eli Lilly

Instead of patching broken tracking, Freshpaint replaces it. One compliant pixel. Privacy controls at the source. Performance signals back to every platform you run.

Proven Results

Real Impact From A Global Diabetes Brand

Rebuilding DTC Performance With Privacy-First Tracking

When a major medical device brand was forced to remove traditional tracking for compliance reasons, their direct-to-consumer performance stalled overnight.

Results That Matter

• 90% CPL Reduction

Freshpaint restored privacy-safe conversion signals that ad platforms could actually optimize against, bringing CPL from $5,000+ to ~$500.

"Removing non-compliant pixels was the right call for patient privacy, but it cut our lead volume by nearly 90% and drove cost-per-lead from ~$500 to $5,000+. Freshpaint gave us a privacy-compliant way to reconnect our marketing stack and re-optimize paid social without compromising our standards. Within months, we recovered 85–90% of lost lead volume, returned CPL to baseline, and are now scaling this approach globally."
Principal Paid Media Specialist, Global Medical Device Company