Marketing Rounds

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 [https://www.freshpaint.io/podcasts/the-100m-myopia-bet-with-matt-jackson?main_category_equal=Marketing+Performance] ------------------- ⏱️ 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 [https://www.linkedin.com/in/heismatt/] Connect with Ray Mina on LinkedIn [https://www.linkedin.com/in/raymina/] Learn more about Freshpaint [https://www.freshpaint.io/?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] Learn more about Caspian Studios [https://www.caspianstudios.com/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

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 [https://www.freshpaint.io/podcasts/crisis-to-advantage-with-lauren-anderson?main_category_equal=Marketing+Performance] ------------------- ⏱️ 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 [https://www.linkedin.com/in/lauren-taylor-anderson-mamc-81270a19/] Connect with Ray Mina on LinkedIn [https://www.linkedin.com/in/raymina/] Learn more about Freshpaint [https://www.freshpaint.io/?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] Learn more about Caspian Studios [https://www.caspianstudios.com/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

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 [https://www.freshpaint.io/blog-categories/marketing-performance?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] ------------------- ⏱️ 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 [https://www.linkedin.com/in/clintpaul84/] Connect with Ray Mina on LinkedIn [https://www.linkedin.com/in/raymina/] Learn more about Freshpaint [https://www.freshpaint.io/?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] Learn more about Caspian Studios [https://www.caspianstudios.com/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

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 [https://www.freshpaint.io/blog/winning-on-small-budgets-with-mari-considine-and-cari-burke?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] ------------------- ⏱️ 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 [https://www.linkedin.com/in/mariconsidine/] Connect with Cari Burke on LinkedIn [https://www.linkedin.com/in/cariburke/] Connect with Ray Mina on LinkedIn [https://www.linkedin.com/in/raymina/] Learn more about Freshpaint [https://www.freshpaint.io/?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] Learn more about Caspian Studios [https://www.caspianstudios.com/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

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 [https://www.freshpaint.io/blog/tv-radio-sms--with-neil-walker?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] ------------------- ⏱️ 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 [https://www.linkedin.com/in/neil-walker-full-stack-marketer/] Connect with Ray Mina on LinkedIn [https://www.linkedin.com/in/raymina/] Learn more about Freshpaint [https://www.freshpaint.io/?utm_adgroup=&utm_term=freshpaint&utm_campaign=&utm_source=google&utm_medium=cpc&hsa_acc=2262337429&hsa_cam=22001872467&hsa_grp=171608593563&hsa_ad=724984223504&hsa_src=g&hsa_tgt=kwd-326739581467&hsa_kw=freshpaint&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=724984223504&hstk_campaign=22001872467&hstk_network=googleAds&gad_source=1&gad_campaignid=22001872467&gbraid=0AAAAACbx__M8p0UCRHk4LKXMAxBuyTz-B&gclid=Cj0KCQiAhOfLBhCCARIsAJPiopMAMfhFPqztGPU5Zrt_cZ8wvP8vQ-oIBQXPdauoIrIt7A1SmKfHkTgaAr1kEALw_wcB] Learn more about Caspian Studios [https://www.caspianstudios.com/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.