Multi-Channel Marketing That Finance Actually Believes In with Scott Orstad

Описание: 💡 Episode Summary

Healthcare providers can no longer rely solely on Google to reach today's health consumers. Strategically combining search, social, programmatic (CTV), and email is essential for diversifying outreach and reducing platform dependency. Scott Orstad's work at Catholic Health demonstrates how a privacy-safe, data-driven infrastructure transforms this strategy into measurable results: driving growth on flat budgets, proving ROI, and maintaining compliance. In this conversation, we'll explore how Scott's team successfully expanded beyond Google Ads—why they did it, how they did it, and what others can learn from their success in tying marketing to tangible outcomes.

👉 Check out the actionable guide based on this episode: https://www.freshpaint.io/blog/cfo-pr...

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⏱️ Episode Timestamps

00:00 - Cold open
‍01:24 - The limits of bottom-funnel marketing
‍04:20 - Building a multi-channel strategy on flat budgets
‍12:21 - How direct mail, email, and social outperformed expectations
‍26:30 - Proving ROI to financial leadership
‍30:38 - Why asking "how did you hear about us?" still works
‍38:44 - Brand vs. performance under budget pressure


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💬 Quote

“ Google's benefit was almost, in some ways it's Achilles heel because of the instant gratification of the results that you're able to see and proving the worth. Because in many cases, it was one of those first drivers to really help marketers prove, especially in the healthcare space, with all the regulatory constraints that we are and can be a revenue generating resource for the organization. It's not going to necessarily work for every service line because again, that awareness is important. But there are, clearly, very specific ones where we can show that we are moving the needle as far as getting people to schedule appointments and actually have the appointments, and then looking at the downstream revenue of those potential things.” – Scott Orstad
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‍🔗 Links:

Connect with Scott on LinkedIn:   / scottorstad  
Connect with Ray on LinkedIn:   / raymina  

Learn more about Freshpaint: https://www.freshpaint.io/
Learn more about Caspian Studios: https://www.caspianstudios.com/