SaaSHealthtech and healthcare SaaS playbook
Outpost builds workflow-specific content clinicians and operators trust, prepares your listings for the EHR ecosystems and review sites buyers check, and keeps tracking and claims inside the rules. Every action has a receipt, at $0 extra spend.
01 · DISCOVERY
Healthcare buyers search for a workflow problem ('prior authorization automation', 'patient intake software for clinics'), ask peers, and check whether a vendor already works with their EHR. Health systems lean on peer feedback through firms like KLAS Research, which scores vendors from provider interviews, and on ecosystem listings such as Epic's Connection Hub. Smaller practices compare on G2 and Capterra. Trade press such as Fierce Healthcare and Healthcare IT News shapes which names feel established.
A clinician or operations lead finds the problem and a candidate tool; IT, security and compliance then review integration, data handling and contracts, including a business associate agreement when the vendor handles protected health information for a HIPAA covered entity. Buying committees are large and cycles are long, especially for health systems. Independent practices move faster but are price-sensitive and busy.
02 · CHANNELS
Ranked 5 (essential) to 1 (optional) by the research for this industry.
Clinicians and operators search for the exact problem. Pages that explain a workflow accurately, with clinical input, build trust with the buyer and the compliance reviewer at the same time.
Buyers ask whether you work with their EHR before anything else. Epic's Connection Hub lists vendors with at least one live Epic connection for $500 a year; listings are self-reported and Epic does not endorse or certify apps.
Physicians, nurses and health IT leaders are active on LinkedIn. Founder posts that explain clinical problems carefully get shared among peers; automation and engagement pods break LinkedIn's rules.
G2 and Capterra matter for practices and B2B healthcare tools. For health systems, KLAS gathers provider feedback across six categories (culture, relationship, operations, product, value and loyalty).
Fierce Healthcare, Healthcare IT News and Becker's cover vendor news, partnerships and data. A customer launch or original analysis is newsworthy; a funding press release alone often is not.
03 · YOUR FIRST MONTH
A sample month. Your own plan is built from your audit, stage and goal, and paid options only ever appear as optional boosts.
Week 1 · days 1–7
Week 2 · days 8–14
Week 3 · days 15–21
Week 4 · days 22–30
04 · WHERE TO BE LISTED
Costs are as published by each destination when the research was reviewed; check before you pay for anything.
showroom.epic.com
Epic's vendor directory for apps with at least one live Epic connection.
$500 per year
g2.com
B2B software reviews used by practices and healthcare organizations; B2C products are not accepted.
Free claim; paid profiles optional
capterra.com
One free listing appears on all three sites, which practice managers browse by category.
Free basic listing; PPC optional
linkedin.com
Where health IT buyers check vendor legitimacy and team.
crunchbase.com
Buyers and press check company background; a claimed profile keeps facts accurate.
Free profile
open.epic.com
Epic's public developer resource for FHIR APIs, the starting point for building an Epic integration.
05 · SEARCH DEMAND
Primary search
digital health marketing
590searches a month
DataForSEO Google Ads, US/en, Oct 2026: 590/mo. Related: 'healthcare marketing' 1,600/mo, 'healthtech marketing' 50/mo.
Comparing: show why you
Comparing: show why you
Learning: answer with guides
Learning: answer with guides
06 · AVOID
HHS guidance on tracking technologies remains in force in part after a 2024 court decision vacated one portion, and the FTC's Health Breach Notification Rule was expanded in 2024 to cover health apps. Review what your analytics and ad tags send before anything else.
Clinicians and compliance teams test claims. Unsupported outcome numbers damage credibility and, for apps, Apple rejects health-measurement accuracy claims that cannot be validated.
'Integrates with Epic' means different things. Say exactly what data moves and how, and note that Epic does not certify or endorse listed apps.
A large buying committee with security and legal review does not convert from a free-trial page. Prepare the security, privacy and BAA material that lets a champion move it forward.
07 · WHAT OUTPOST DOES
Audits your site's technical health and analytics setup, and checks every claim in what it drafts against your confirmed facts, for your counsel to review
Researches workflow searches and drafts content briefs and articles for clinical review, with no patient data used anywhere
Prepares G2 and Capterra listings where you qualify, for you to submit, with a receipt per submission
Drafts a security and privacy page from the facts you confirm
Tracks how AI assistants describe your product for '[workflow] software' searches and which sources they cite
Drafts trade press pitches around customer stories or original analysis instead of announcements, for you to send
Every action Outpost takes gets a receipt: the live URL, a timestamp and what it drove, or “nothing yet”.See how receipts work
08 · QUESTIONS
Carefully, and with legal review. A 2024 federal court decision vacated part of HHS's guidance on tracking technologies, but other parts remain, and the FTC's Health Breach Notification Rule covers many health apps. Outpost checks every claim in what it drafts against your confirmed facts; it does not give legal advice.
If your product creates, receives, maintains or transmits protected health information on behalf of a HIPAA covered entity, buyers will expect a business associate agreement. Have one ready before sales conversations start.
Epic's Connection Hub lists vendors that have at least one live Epic connection, for $500 a year. Listings are self-reported. Building the integration starts with Epic's developer resources at open.epic.
For practices and B2B tools, yes: G2 and Capterra are common research stops. For health systems, peer feedback through firms like KLAS carries more weight, and it comes from your customers' experience, not from marketing.
Longer than most SaaS. Content and SEO compound over months, and health system sales cycles are long. The early wins are usually listings, a strong security page and a few well-placed pieces of content.
No. Outpost works on your public marketing: content, listings, communities and measurement. Its plans do not require access to protected health information.
10 · EVIDENCE
Every fact on this page comes from one of these sources.
June 2024 decision vacated part of the HHS OCR tracking technologies bulletin
HHS did not pursue its appeal of the tracking ruling
Other aspects of the bulletin remain as guidance; FTC and state laws still apply
April 2024 final rule extends HBNR to health apps and similar technologies
Business associate agreements between covered entities and vendors handling PHI
Connection Hub requires a live Epic connection, $500 annual fee, self-reported listings, Epic does not endorse apps
KLAS scores from provider feedback across six categories
G2 does not accept B2C products (registry)
Guideline 1.4.1 on validating health-measurement accuracy claims
Last reviewed . Search volume: DataForSEO Google Ads, US/en, Oct 2026: 590/mo. Related: 'healthcare marketing' 1,600/mo, 'healthtech marketing' 50/mo.
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