Guide: Target High-Risk Patients Who Haven't Visited Relevant Service Pages

Learn how to combine imported patient lists with behavioral audiences to re‑engage high‑value users who may need care reminders. This strategy targets patients with specific conditions who haven’t recently engaged with relevant service line content — a signal they may need care coordination or preventive outreach. This guide walks through how to:

• Import a high‑risk patient audience from your EHR

• Create a behavioral audience for users who haven’t visited specific service pages

• Select your destination during audience creation

• Combine targeting in your ad platform for maximum precision

• Maintain HIPAA‑safe practices end‑to‑end

1. Import your high‑risk patient audience

Create a privacy‑safe audience from your EHR export.

• Go to Audiences → Imported Audiences.

• Click Import audience and upload your CSV (single column labeled 'email').

• Choose your Destination(s).

• Name your audience and add an internal description (stays inside Freshpaint).

  • Review the Ad Platform Alias (privacy‑safe; no health context).

• Click Create Audience.

✅ Sync starts right away. Open the Audience details page to monitor status and size.

2. Create a “non‑visitors” behavioral audience

Target users who haven’t visited relevant service pages recently.

• Go to Audiences → Segments.

• Click Create Segment.

• Choose your Destination(s).

• Add your key condition(s). Examples:

  • Page Viewed where page_url contains “diabetes-care” OR “endocrinology”

  • Frequency/recency: at least once in the last 90 days

  • Or use a “did not” configuration where supported to capture non‑visitors in a defined window

• Name your audience and add an internal description.

  • Review the Ad Platform Alias (privacy‑safe; no health context).

• Click Create Audience.

💡 If the audience is under ~1,000 users, expand the lookback (e.g., 120 days) or include closely related pages.

3. Combine targeting in your ad platform

Create a campaign that targets users who are in BOTH audiences:

• High‑risk patients (Imported Audience)

• Non‑visitors to relevant pages (Behavioral Audience)

In your ad platform:

• Find both synced audiences by their anonymized aliases (set during creation).

• Build combined targeting using your platform’s audience tools:

  • Include: High‑risk patient audience

  • Include: Non‑visitor behavioral audience

• Combine as an intersection (users in both), or use “narrow further”/AND logic if available

• Optionally exclude “Already Converted” (a separate audience you maintain) to reduce wasted spend.

💡 Processing can take 24–48 hours before new/updated audiences are fully available.

Reminder: Look for anonymized names in your ad platforms

• Freshpaint sends an anonymized, platform‑safe alias for every audience. This is the name you’ll see downstream.

• Your internal Freshpaint name does not appear in ad platforms. Always search/select the alias you set during creation.

• You can review the alias anytime on the Audience details page.

Best practices & reminders

• Avoid health context in aliases: Never include PHI or clinical terms in any platform‑facing name.

• Ensure adequate size: Most platforms perform best with 1,000+ matched users.

• Tune the window: 30–90 day lookbacks balance relevance with reach; expand if needed.

• Keep exclusions fresh: Maintain a separate “Already Converted” audience and exclude it in your ad platform.

• Refresh regularly: Re‑sync imported lists monthly; revisit behavioral criteria quarterly.

• Stay compliant: All targeting must align with your consent policies and HIPAA requirements.

What’s next?

• Create a Modeled Audience → Use your platform’s modeling/expansion tools to find similar users based on your high‑performing audiences.

• Apply Exclusions → Suppress users who already converted to reduce spend.

• Combine with additional behavioral signals → Layer site engagement (e.g., appointment page views, provider searches) for more precision.

Need help? If you’re unsure about audience setup or compliance considerations, contact [email protected].