Find the health system, clinic or payer leader with the problem and the budget, then get through clinical, IT and security review.
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Pick one buyer with one budget line, such as the VP of revenue cycle at mid-size health systems or practice administrators at multi-site specialty groups. Have your security packet, BAA and EHR integration story ready before you reach out, because that is where deals stall. Write to named people with a specific operational problem and a small, scoped pilot. Then publish pages that answer the exact questions committees search for, like how you integrate with Epic, and show up at the one conference where your buyer goes.
Decide whether you sell to revenue cycle, nursing, care management or employer benefits, and at which kind of organization. A startup that pitches CFOs and CMIOs at the same time confuses both. Write down the metric that buyer already reports to their boss, like denial rate or nurse overtime. Every message and page should tie back to it. Your call; tell Revnu and it works from it.
Put together your BAA, security overview, SOC 2 or HITRUST status, data flow diagram, hosting details and EHR integration method. If you are pursuing an Epic Showroom listing or have FHIR or HL7 integrations live, say so on your site. Have answers ready for common security questionnaires like the HECVAT or a SIG. This turns the stage where deals usually die into a quick step. This step is yours; Revnu doesn't do it.
List 50 organizations that match your buyer, using signals like EHR vendor, size, recent expansions, leadership changes and value-based contracts. At each one, find the specific title who owns the problem, plus one person in IT or informatics. Note why each one is on the list today. That reason becomes the first line of your outreach. Revnu builds this list and says why each fits.
Send short emails and LinkedIn messages that name one problem, one result at a similar organization and one small ask. Don't use patient data, scare tactics or claims your product isn't cleared for. If you are software as a medical device, keep clinical claims inside what FDA allows. Follow up a few times, then stop. Revnu builds the list and writes to each one.
Write pages that answer what reviewers type into Google and AI tools: how you integrate with Epic or athenahealth, how you handle PHI, what a pilot looks like, and how you compare to the incumbent. Add a page per buyer role and per specialty you serve. Keep tracking pixels off pages that could collect health information, since the HHS guidance on online tracking applies to your customers and to you. Revnu writes and publishes these pages.
Many health systems lock budgets well before their fiscal year starts, and employers decide point solutions before benefits renewal. Time your outreach so you are in conversations before those windows close. Book meetings ahead of the one conference your buyer attends. Use the trip to meet existing pilots and ask for references. Give Revnu your dates and it plans its work around them.
The money usually comes from an operational or clinical budget owner at a provider, payer or employer. A committee of IT, security, compliance and often clinical leadership has to sign off before a contract gets signed.
They care about denials, days in A/R, coding accuracy and staff they can't hire. A new denial trend, a payer policy change or a failed vendor renewal makes them take a meeting.
They care about clinician burnout, documentation burden and anything that adds clicks inside the EHR. A nursing shortage, a quality metric slipping or a board push on burnout opens the door.
Ortho, GI, derm and dental service organizations buy faster than health systems and feel front desk, scheduling and prior auth pain daily. A new acquisition or a PE-backed rollup is the usual trigger.
They care about risk adjustment, gaps in care, readmissions and member engagement. New contract terms, a Star Ratings miss or entry into a new market starts the search.
They buy point solutions for MSK, mental health, diabetes and fertility, and they want claims-based proof of savings. Renewal season with their benefits consultant is when they look.
Saw [health system] is expanding [service line]. Teams in that spot often hit a wall on [prior auth backlog / denials / scheduling] before staff catch up. We cut that work for [similar customer type]. Worth a short call?
We run inside [Epic / Oracle Health / athenahealth] so your [nurses / coders] don't open another window. Happy to show the workflow on a short call with your [IT or informatics lead].
We sign a BAA, have [SOC 2 Type II / HITRUST], and can send our security packet before the first call so your team isn't waiting on us.
Rather than a system-wide rollout, we'd start with [one clinic / one department] for a defined period and measure [the metric your team already tracks].
Lead generation
Good healthtech leads are named organizations with a reason to buy now, not form fills from a gated whitepaper. Start with public signals: a system that just switched to Epic, opened a new ambulatory network, announced a nurse staffing initiative or joined an ACO. Then find the person who owns that problem and one technical reviewer. Skip buying generic hospital contact lists, which are full of departed staff and frontline clinicians with no budget. Skip webinars aimed at 'healthcare leaders' too, since they pull in students and other vendors. For example, a startup automating prior authorization might list 30 orthopedic groups that recently joined a PE-backed platform, find the director of revenue cycle at each, and lead with the backlog that comes with adding sites. That list is short, and every name on it has a reason to reply.
Cold email
Cold email works for healthtech when it is short, specific and sent to a few people who own the problem. Open with something true about their organization, name the workflow you fix and ask for a short call or offer to send your security packet. Never include patient examples or anything that looks like PHI. Never imply clinical outcomes your product isn't cleared to claim. Don't offer gifts, meals or incentives to clinicians, which can raise Anti-Kickback and Sunshine Act issues. Skip long sequences and tracking-heavy templates, since hospital email filters are strict. A line that works: 'Noticed [system] went live on Epic last year. Coding teams often see denials climb after a go-live. We help [similar system] catch those before submission. Open to comparing notes?' Send it from the founder, plainly written.
Advertising
For a healthtech startup, paid ads support the other channels rather than carry the pipeline. Google and Microsoft search ads make sense on narrow, high-intent phrases like 'ambient clinical documentation for Epic' or 'denial management software for hospitals', where the searcher is already shopping. LinkedIn ads work when you target exact titles at a defined list of health systems, especially around HIMSS or a product launch. Reddit can reach health IT staff in their own communities if your ad reads like an operator wrote it. Skip broad 'healthcare software' keywords and skip Facebook and Instagram for enterprise buyers. Never put tracking pixels on pages where someone might enter health information. Example: run LinkedIn ads to directors of patient access at a list of systems, pointing to a page that explains your scheduling integration and pilot scope.
A champion, often a director or VP, brings you in, and then IT, information security, compliance, legal and sometimes a clinical or value analysis committee each review you. Deals slow down at the security questionnaire, the BAA and the integration scoping. Having those documents ready, a clear pilot scope and a reference from a similar organization speeds things up more than anything you say in a demo.
We sell ambient documentation software to outpatient cardiology groups on Epic and athenahealth, mostly in the Midwest. Find practice administrators and CMIOs at groups with five or more sites and book demos.
HIPAA mostly governs the patient data your customers share with you, but it shapes your marketing too. Don't use real patient stories or data without proper authorization, and keep tracking pixels off pages that could collect health information. Selling to executives by email or LinkedIn about their operations doesn't involve PHI, so it's fine.
A pilot helps, but make it scoped, time-bound and tied to a metric the buyer already tracks. Free pilots with no success criteria tend to drift and never convert. Ask for a modest fee or a signed agreement to move to a contract if the pilot hits its target.
Go if your buyer goes, and book meetings before you arrive. Walking the floor without meetings rarely produces deals. A smaller specialty meeting like HFMA, MGMA or a regional CHIME event can be a better use of your budget if that is where your exact buyer spends time.
Send your security packet before they ask, including your BAA, SOC 2 or HITRUST status, data flow diagram and completed standard questionnaires. Bring your own security lead to the call with their IT team. Clear integration documentation for their EHR answers many questions before they come up.
Many startups land faster with multi-site physician groups, specialty platforms or community hospitals, where fewer committees sit between the champion and the signature. Those customers give you references and a case study. Large academic systems are worth pursuing once you can show that proof.
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Last updated October 21, 2026
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