Case Study: a national health insurer improves marketing attribution and performance with Freshpaint

National Health Insurer improves marketing performance by 53% with Freshpaint

A national health insurer faced the challenge of measuring its marketing performance without violating HIPAA regulations. Its existing Adobe tools could not safely track valuable post-login user actions, creating blind spots in the funnel and making it impossible to accurately attribute conversions or optimize campaigns. The insurer turned to its agency partner and Freshpaint for a solution.

Freshpaint was implemented under a BAA to work alongside Adobe, creating a HIPAA-compliant marketing environment. It collected and anonymized sensitive conversion event data before routing it to ad platforms, eliminating the need for risky media pixels. This solution provided the necessary attribution signal without compliance risk. The results were significant, including a 53% improvement in attribution on Meta and an 85% improvement in Google Search CPA, allowing the payer to finally prove ROI and optimize spend.