How Channel Myopia Is Undermining Payer Marketing with Jeric Griffin

💡 Episode Summary Payer marketers aren't "over-reliant on Google" because they love it. They're trapped there because last-click attribution makes it the only channel that looks defensible to finance. The path beyond Google isn't "run more channels." It's building an operating model for multi-touch attribution, audience orchestration, and CRO that's credible enough to survive CFO scrutiny. This episode breaks down how real performance teams move beyond intent: by redefining what counts as proof, designing 5-10% pilots that stair-step to scale, and using customer journey data to earn permission to spend where the actual origination happens, not just where the last click lands. 👉 Check out the actionable guide based on this episode: https://www.freshpaint.io/blog/channel-myopia-payer-marketing-with-jeric-griffin ------------------- ⏱️ Episode Timestamps 00:00 - Cold open ‍01:19 - The biggest lie in healthcare marketing: Why last-click attribution is killing your strategy ‍07:58 - How intent channels create false confidence and hide origination points 13:18 - Moving beyond intent channels 15:24 - Why CTV and upper funnel campaigns fail ‍28:05 - Building better attribution ‍33:57 - Running effective pilots ------------------- 💬 Quote “ Everything that they're looking at in their data is, in most cases for people that I've talked to across the industry and even other industries, most of the time they're only looking at last click attribution. They end up giving way more credit to one channel or another than needs to be. And then more importantly, they're neglecting other channels and pulling spend from those other channels and even specific platforms where that's actually where a lot of the origination of their customer journeys are starting.” – Jeric Griffin ‍ ------------------- ‍🔗 Links: Connect with Adrienne on LinkedIn: https://www.linkedin.com/in/jericwgriffin/ Connect with Ray on LinkedIn: https://www.linkedin.com/in/raymina/ Learn more about Freshpaint: https://www.freshpaint.io/ Learn more about Caspian Studios: https://www.caspianstudios.com/