2025 State of Payer Marketing Report: Budget Trends, Privacy Challenges, and 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.

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 in an evolving landscape.

Expect to learn:

• 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 Takeaways and Looking Ahead: Explore emerging trends and unanswered questions shaping the future of payer marketing.

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