2025 State of Payer Marketing Report: Budgets, Privacy Challenges, & Key Strategic Insights
Healthcare payers face a range of challenges in today’s marketing landscape, from managing advertising budgets to navigating complex privacy regulations. To better understand these challenges, Freshpaint collaborated with Becker’s Hospital Review to survey 100 marketing professionals representing national and regional payers.
The numbers don't lie: Over 50% of payers have paused digital advertising due to privacy concerns, yet just 24% recognize the risks of PHI-sharing in marketing. This uncertainty isn't just a compliance issue — it's a growth issue. Payers who fail to adapt will fall behind in an increasingly competitive landscape.
This report dives into the survey findings, offering valuable insights into how payers allocate budgets, prioritize marketing objectives, and tackle privacy challenges to drive growth and maintain compliance.
Expect to get insight into:
The numbers don't lie: Over 50% of payers have paused digital advertising due to privacy concerns, yet just 24% recognize the risks of PHI-sharing in marketing. This uncertainty isn't just a compliance issue — it's a growth issue. Payers who fail to adapt will fall behind in an increasingly competitive landscape.
This report dives into the survey findings, offering valuable insights into how payers allocate budgets, prioritize marketing objectives, and tackle privacy challenges to drive growth and maintain compliance.
Expect to get insight into:
- Payer Marketing Budgets: How advertising budgets scale with organizational size and the number of covered lives.
- Marketing Objectives: The strategies payers use to balance bottom-of-funnel conversions with full-funnel approaches.
- Privacy Awareness: Insights into how payers manage PHI-sharing risks and compliance challenges.
- Key trends shaping payer marketing in 2025 and beyond
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