Machina
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Health Tech

Health Tech Marketing Agency That Wins the Buying Committee

Machina is a growth marketing agency in Hollister that builds pipeline for digital health products: evidence-led SEO, LinkedIn ABM, HIPAA-safe measurement, and member activation, run at committee-sale pace. We grew Salinas Valley Health's organic traffic 631% in nine months, from 22,400 to 163,800 monthly visits.

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Proof

Results a diligence team can verify

Organic growth, ARR, and retention, with the full case studies one click away.

Healthcare

Salinas Valley Health

631%
YoY organic traffic

A 263-bed health system rather than a startup, but the same clinical-credibility engine a health-tech product needs: physician-reviewed content and medical schema took organic traffic from 22,400 to 163,800 monthly visits in nine months.

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B2B SaaS

Shoppable Video Platform

$2.5M
ARR in 6 months

A shoppable-video commerce platform, not health tech, but the identical enterprise SaaS motion health-tech committees put you through: ROI-first positioning and multi-touch attribution took MRR from $12K to $208K, with LinkedIn sourcing 42% of pipeline.

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Customer Experience

SaaS Platform

8.2% → 4.5%
Monthly churn

A SaaS onboarding rebuild aimed at the number that kills health-tech renewals: activation. Onboarding completion rose from 61% to 92% and churn fell 45%, the same math behind the member-enrollment gap.

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What makes Health Tech different

The conditions health tech sells under

HIPAA turns default ad pixels into legal exposure, and Google's healthcare policy bans condition-based remarketing outright. Telehealth companies that prescribe need LegitScript certification before a single ad runs. Enterprise deals average 12 months with about 9 people on the buying committee, and research cited by the Peterson Health Technology Institute found roughly 80% of digital health products have little or no published clinical evidence. Nearly half of purchasers now tie payment to outcomes. We build plans that hold up under all of it.

What we hear

What health tech founders tell us on the first call

Four complaints we hear from digital health teams, and what we do about each.

“Legal made us rip out the Meta pixel, and now we can't see what's working”

Pixel data flowing from patient-facing pages has driven a wave of class actions, so legal is right. We rebuild measurement server-side: consent-gated first-party analytics with a BAA where needed, plus CRM-based attribution tied to opportunities instead of cookies, so you get deal-level numbers without PHI exposure.

Web Development

“Google keeps disapproving our ads and we can't retarget anyone”

Google's healthcare policy prohibits remarketing and personalized ads based on health conditions, and prescribing telehealth needs LegitScript certification first. We run the channels that stay inside the fence: LinkedIn ABM against named accounts and committee titles, plus compliant search on category terms, sized to $50K+ contract values.

Paid Ads

“Every prospect asks for outcomes data we haven't published”

About 80% of digital health products have little or no published clinical evidence, so the vendor who publishes becomes the benchmark. We build a public evidence library and the comparison pages your buyers search, written to survive clinical review and structured so AI engines cite them.

SEO

“We won the contract, and half the eligible members never enrolled”

70% of purchasers report under 50% member enrollment, and renewals and performance-based payouts die on that number. We run consumer-grade activation campaigns: plain-language onboarding sequences by email and SMS, bilingual where the population needs it, funded like the demand gen it is.

Email Marketing

What we do

Five services, priced in your economics

Contract values in six figures, sales cycles measured in quarters, and a compliance fence around every channel. Each service below is built for that math.

Web Development

A health-tech site gets audited twice per deal: once by the buyer's security team, once by their lawyers. We build sites that pass both. No rogue pixels leaking PHI-adjacent data, a real trust center with SOC 2, HITRUST, and BAA availability, an evidence library, integration pages for HL7/FHIR and Epic, and sub-2-second, accessible, bilingual patient-facing flows for the activation side of B2B2C.

SEO

Health-tech SEO runs two funnels at once: the category and comparison terms buyers search ('best remote patient monitoring vendors') and the condition terms end users search. Buyers finish about 70% of the journey before contacting sales, and roughly half of consumers now put health questions to ChatGPT-class tools. We publish evidence-led content that survives clinical review and earns the citation. Proof: 631% organic growth for Salinas Valley Health in nine months.

Paid Ads

LinkedIn is the one ad platform where you can reach a 9-person buying committee by title (VP Population Health, CISO, Benefits Director) without touching health-condition targeting. We pair ABM against named account lists with Google Search inside the healthcare policy fence: LegitScript certification where prescribing is involved, zero condition-based remarketing, and server-side conversion tracking. At $50K–$100K contract values, the B2B healthtech average of $377 per lead is efficient spend.

Email Marketing

You win a 12-month sales cycle between first touch and procurement. We build role-segmented nurture: outcomes data for the clinical champion, security documentation for IT, ROI models in PMPM terms for finance, timed to the benefits calendar that locks employer decisions by late Q3. Healthcare emails open at 37–44%, among the highest of any industry. On the member side, activation sequences attack the enrollment gap that decides your renewal.

AI Automation

Small growth teams drown in the operational load of a committee sale. We automate the heavy parts: lead scoring that routes health-system, employer, and clinician inquiries differently, CRM enrichment for ABM account lists, compliance-aware workflows that pre-draft content for clinical and legal review instead of waiting on it, and security-questionnaire response automation. All of it designed so no PHI ever touches a model without a BAA.

Who we work with

Who we work with

This page is for companies that build health technology. If you run a practice or health system, see our healthcare page; wellness brands selling direct to consumers belong on consumer health.

Telehealth & virtual-first care

Prescribing platforms need LegitScript certification before ads run, and activation decides the margin. We built the brand for Hormn, a telehealth company converting 78% of qualified visitors to treatment at 40% below industry acquisition cost.

Remote patient monitoring & chronic care

RPM and CCM sell on CPT-code economics to clinics that never budgeted for them. That makes this category-education marketing: reimbursement content, comparison pages, and clinical-champion enablement.

Clinical AI & ambient scribes

AI-enabled companies took 54% of 2025 digital health funding and a 61% deal-size premium at Series C. The marketing job is proving clinical utility while the FTC reads every claim.

Employer & payer solutions

Benefits decisions lock by late Q3 for a January 1 launch, and 84% of benefit consultants report point-solution fatigue. Positioning against consolidation is the whole game.

Practice & patient-engagement software

Intake, scheduling, and engagement tools sell on integration proof: Epic and athenahealth pages, KLAS and G2 presence, and the comparison content buyers read before they book a demo.

Digital therapeutics & SaMD

Once software becomes a medical device, intended-use language decides your regulatory pathway. We write growth copy legal approves and that keeps your intended-use language on the right side of the device line.

AI visibility

AI Search Visibility for Health Tech

Roughly half of consumers now put health questions to AI assistants, and B2B buyers run vendor comparisons through the same tools. The engines cite pages with attributed statistics, published outcomes, and clean crawlable HTML; AI crawlers execute no JavaScript, so evidence locked inside scripts never gets quoted. We structure your comparison pages, entity data, and outcomes library so the machines read and cite you, the way we won Salinas Valley Health 1,340 AI Overview positions from a standing start of zero. When someone asks ChatGPT for the best remote patient monitoring platform in San Francisco, we make sure it's you. Our free SEO report scores your AI visibility today, before we touch anything.

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631%

Organic traffic growth in nine months. Salinas Valley Health.

1,340

AI Overview positions won from a standing start of zero

78%

treatment conversion for Hormn, the telehealth brand we built

A $377 lead against a $50K contract is the cheap part of health tech marketing. The expensive part is a year of committee diligence that finds nothing published under your name.

Case study

From 22,400 to 163,800 monthly visits for a 263-bed health system

Salinas Valley Health is a public health system serving 287,000+ patients across the Salinas Valley. It is a provider rather than a product company, and it competes for clinical trust the way every health-tech platform must: under YMYL scrutiny, with clinical review on every page. Over nine months we built a long-tail patient-education content architecture, ran each piece through physician review for E-E-A-T, deployed MedicalCondition, FAQPage, and Article schema, and tuned local SEO clinic by clinic. Organic traffic grew 631% year over year, from 22,400 to 163,800 monthly visits, verified in Google Search Console. The system now ranks for 19,200 keywords, up 731%, holds 1,340 AI Overview positions from a starting count of zero, and takes 3,800 AI-driven visits a month. This is the clinical-credibility machine a health-tech product needs, pointed at patient education instead of pipeline.

Read the case study
631%
YoY organic traffic growth in nine months

The Evidence Engine

How we work

The Evidence Engine: three phases, one metric. Pipeline that survives procurement.

01

Audit the trust surface

A free audit of everything a buyer's diligence team will find: tracking scripts that leak PHI-adjacent data, the trust center, the evidence library, and how your category answers read in ChatGPT. Most health-tech pipelines leak at the security review, so we measure that first.

02

Publish what buyers verify

Comparison pages for the terms your committee searches, an outcomes library structured for AI citation, LinkedIn ABM against named accounts, and compliant search inside Google's healthcare fence. Content gets pre-drafted for clinical and legal review, so publishing runs at SaaS pace instead of pharma pace.

03

Nurture the committee, activate the members

Role-segmented sequences keep all nine stakeholders warm across the 12-month cycle, timed to the benefits calendar. After the contract signs, activation campaigns attack the enrollment gap. CRM-based attribution ties every closed contract to its channel without touching PHI.

Playbook

The Health Tech Marketing Playbook

US digital health startups raised $14.2 billion in 2025, up 35% from 2024, while deal count fell 5% to 482, per Rock Health: more money, concentrated in fewer, more scrutinized companies. The marketing that wins produces evidence a committee can verify. Nine tactics we run for health-tech teams, with the math attached.

01

Publish the outcomes study before the second sales deck

Research cited by the Peterson Health Technology Institute found roughly 80% of digital health products carry little or no published clinical evidence, and PHTI's 2025 purchasing survey shows nearly half of purchasers already tying payment to clinical outcomes or savings through performance-based contracts. Evidence is now the buying criterion, so make it the marketing asset. Publish a public outcomes page with methodology, cohort sizes, and dates, and push for one peer-reviewed study: a single publication outperforms any ad campaign for enterprise credibility, then compounds through trade press, KLAS profiles, and analyst coverage. Format each result as a standalone, dated, quotable sentence, because those are the lines AI engines and consultants lift verbatim into the documents your buyers read.
02

Build the trust center before the first enterprise call

Nine stakeholders review an enterprise health deal, and the security reviewer can kill it without ever speaking to you. B2B buyers complete about 70% of the journey before contacting sales, which means your SOC 2 Type II status, HITRUST posture, BAA terms, subprocessor list, and integration pages (HL7/FHIR, Epic, athenahealth) do their selling in rooms you never enter. Put all of it on a public trust center rather than behind a sales gate; the same page shortens the security-questionnaire cycle that adds weeks to procurement. We treat the trust center as conversion infrastructure on every web build and instrument it like a pricing page, because for a CISO that is exactly what it is.
03

Rip out the pixels before a plaintiff finds them

Meta pixel data flowing from patient-facing pages has fueled a wave of class actions and OCR scrutiny, and Google's healthcare policy prohibits condition-based remarketing outright. The 2024 Texas ruling narrowed OCR's tracking guidance for unauthenticated pages, but authenticated portals and apps sit firmly under HIPAA. The fix is architectural. Move to server-side, consent-gated first-party analytics with a BAA wherever data gets sensitive, CRM-based multi-touch attribution tied to opportunities, and cohort-level reporting. You lose user-level retargeting, which was legally radioactive anyway, and gain attribution a compliance officer will sign. We audit the tag stack first on every engagement, because one rogue script can undo a year of trust-building with a single screenshot in a demand letter.
04

Aim LinkedIn at the whole committee, not one persona

LinkedIn is the only ad platform that reaches a hospital or payer buying committee by title (VP Population Health, CISO, Benefits Director) without touching health-condition targeting restrictions. Run it as ABM: named account lists, committee-role segmentation, and evidence assets rather than demo CTAs, because risk-minimizing buyers anchor on peer proof before price. The clicks are expensive, and against $50K–$100K contract values they should be; the B2B healthtech benchmark of $377 per lead at a 2.3 LTV:CAC ratio (Foundry CRO, 2026) pencils comfortably at six-figure ACVs. Feed the same account lists to sales for pre-booked meetings at HLTH, ViVE, and HIMSS, where this reference-driven market sources the deals that close.
05

Write the comparison page your buyer is already searching

Queries like 'best remote patient monitoring vendors 2026' and 'AI medical scribe pricing comparison' are committee members doing homework, and buyers finish roughly 70% of the decision before sales hears about it. Build honest comparison and category pages: name competitors, publish pricing models even as ranges, and structure each page answer-first so AI engines can lift it whole. Roughly half of consumers now use AI assistants for health questions, and B2B researchers lean on the same tools. For Salinas Valley Health, content built this way won 1,340 AI Overview positions from zero and now draws 3,800 AI-driven visits a month. The vendor cited inside the answer starts the deal ahead of everyone still bidding on the click.
06

Time employer and payer deals to the benefits calendar

Employer benefits decisions largely lock by late Q3 for a January 1 launch, after spring and summer evaluation windows, so a Q4 pipeline push targets a plan year 15 months away. Start ABM and broker and consultant relations 9–12 months ahead of the launch you want. Position against consolidation from the first touch: 84% of benefit consultants report point-solution fatigue among employer clients, and 63% say clients are considering consolidating under a single navigation platform (Benefit Consultant Sentiment Index, 2024). 'Another wellness app' loses that review. Show what the buyer can turn off if they buy you, quantify net-new outcomes in their population, and integrate with the navigators instead of fighting them.
07

Segment the nurture by the stakeholder's job

With 12-month cycles and pilots that add 3–6 months, most pipeline value gets created between first touch and procurement, inside email nobody calls a campaign. Healthcare emails open at 37–44%, among the highest of any industry (MailerLite and HubSpot, 2025), so the constraint is relevance rather than reach. Send the clinical champion outcomes data and deployment stories from peer organizations. Send IT the security documentation. Send finance the ROI model in the PMPM terms they budget in. Then arm the champion directly through nurture and webinars on how peer systems deployed, plus a one-page internal business case, because the committee objections get raised in meetings you will never attend.
08

Fund member activation like it decides the renewal, because it does

Among digital health purchasers, 70% report that fewer than half of eligible members ever enroll in the solutions they buy, even as 84% of health plans and 79% of health systems increased digital health investment (PHTI, 2025). Renewals and performance-based payouts die in that gap. Treat activation as a funded marketing motion: plain-language onboarding, SMS and email sequences, incentives, and Spanish-first campaigns where the population needs them. We sit in Hollister, inside a region where Salinas Valley Health runs 24/7 telehealth and a mobile clinic for farmworker communities, and where about three-quarters of non-urban households have broadband against 87% of urban ones. A product that activates here activates anywhere.
09

Win the AI-deal premium with claims legal will sign

Companies with AI-enabled offerings captured 54% of digital health funding in 2025, up from 37% in 2024, and commanded a 61% deal-size premium at Series C (Rock Health). The market pays for AI, and the FTC and FDA police what you say about it: health claims need substantiation, and careless intended-use language can reclassify your software as a medical device. Precision beats volume. Describe what the model does in operational terms, publish the validation data behind it, and pre-draft claims language for clinical and legal review so approval runs in days instead of quarters. In a global digital health market estimated at $347.4 billion in 2025 (Grand View Research), the accurate claim that clears review beats the impressive one that never ships.

Sources

  1. US digital health startups raised $14.2 billion in venture funding in 2025, up 35% from 2024, while deal count fell 5% to 482 and average deal size rose to $29.3M (Rock Health, 2025 year-end).
  2. Companies with AI-enabled offerings captured 54% of digital health funding in 2025, up from 37% in 2024, and commanded a 61% deal-size premium at Series C (Rock Health, 2025).
  3. Nearly 50% of digital health purchasers already use performance-based contracts tying payment to clinical outcomes or savings (Peterson Health Technology Institute, 2025 State of Digital Health Purchasing).
  4. 70% of digital health purchasers report fewer than half of eligible members enroll in the solutions they buy, even as 84% of health plans and 79% of health systems increased digital health investment (PHTI, 2025).
  5. 84% of benefit consultants report point-solution fatigue among employer clients, and 63% say clients are considering consolidating digital offerings under a single navigation solution (Benefit Consultant Sentiment Index, 2024).
  6. The global digital health market was estimated at $347.4 billion in 2025 and is projected to exceed $1.8 trillion by 2033 (Grand View Research).

Related industries

Explore adjacent verticals

Healthcare

For the providers and health systems your product sells to: patient acquisition instead of enterprise pipeline.

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Consumer Health

For wellness brands selling straight to consumers, where FTC claims rules replace the HIPAA fence.

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AI

For AI products outside medicine, where the same enterprise motion runs without clinical review.

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Health Tech

Let's have your evidence published before RFP season opens

Start with a free audit. We'll scan your site for PHI-leaking scripts, score your AI visibility, and map the evidence gaps between you and the committee's shortlist. Twenty minutes, no obligation.

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Last updated July 4, 2026