Privacy-First DTC Marketing for Novartis

From Ad Click to Fulfilled Script—With Privacy Built In

Novartis no longer has to choose between protecting patient data and tracking the full direct-to-patient journey. Freshpaint governs sensitive health data at the point of collection—preventing leaks to ad platforms while capturing every touchpoint from ad click to pharmacy fulfillment.

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 Novartis's Challenges

Achieve Full-Funnel DTP Measurement Without Compromising Patient Privacy

Marketing and privacy teams both get exactly what they need — speed, full 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 can automatically de-identify sensitive health data at the source. Marketing can safely use the ad platforms and analytics tools they need, while reducing regulatory risk and aligning data flows with their legal and compliance guidance.

• Safe-by-default, server-side architecture filters and de-identifies high-risk fields before events are sent to destinations like Meta, Google, or programmatic DSPs.
• Control exactly which data flows to which destinations through a simple interface. Legal and compliance teams can approve data sharing at a granular level. No engineering required, no room for human error.
• Centralized consent logs and configuration history provide an auditable record of how data is governed and where it is sent, giving privacy, compliance, and legal teams the visibility they need for review and oversight.

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

When patients leave Cosentyx.com for ASPN Pharmacy, attribution breaks. Freshpaint’s cross-domain identity resolution reconnects the full journey, linking every ad click to a completed script—compliantly.

• True CAC visibility that ties paid media spend directly to filled prescriptions, not just site visits or upper-funnel engagement.
• Multi-touch attribution across the entire DTP journey, from initial awareness through fulfillment.
• Persistent direct-to-patient attribution that holds through the handoff—across telehealth and pharmacy partners—with compliance built in.

How Freshpaint Works

A Single Governed Data Layer Built for Novartis

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.

90% CPL Reduction

Freshpaint restored privacy-safe conversion signals that ad platforms could actually optimize against, bringing CPL from $5000+ to ~$500.

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.