What does HIPAA-aware marketing mean in practice?

It means the marketing is designed so protected health information never ends up in ad pixels, analytics or tools that are not covered by a Business Associate Agreement, and so your reviewer can check that quickly. No government body certifies marketing vendors under HIPAA, so we do not claim a certificate. The compliance decision is yours, made by your compliance or legal team.

Does a B2B healthcare SaaS website need to worry about PHI?

Usually less than a provider's website, but not never. Demo forms, support forms, webinar registrations and patient-facing trials can all collect health information if they are built carelessly, and tracking tags can pick up identifiers from URLs. We map where it could happen and design it out before anything goes live.

Can healthcare software companies run Meta and Google ads?

Yes, with care. Ad platforms restrict targeting based on health conditions and review health-related claims, and retargeting audiences should not be built from pages where health information is involved. B2B healthcare campaigns tend to work best on job title, organization and account targeting, which suits LinkedIn in particular.

Which tools do you use where PHI could be involved?

Ones that will sign a Business Associate Agreement with you, on the plan that includes it, chosen with your team. Many CRM, form and email platforms offer a BAA only on certain plans, so we check before we build rather than after.

Who signs off before launch?

Your compliance or legal team. We prepare the review packet, with the tag map, the form inventory, the consent setup, the vendor list and the claims log, and nothing goes live until your reviewer approves it.

Do you only work with healthcare SaaS?

No. Healthcare is one of the regulated verticals we build for, alongside accounting, legal, insurance, HR and compliance software. The same discipline around claims, data and review applies to all of them.

Healthcare SaaS marketing

Healthcare SaaS marketing, built HIPAA-aware from the first form.

Healthcare software sells to buyers who are careful by training, and the marketing behind it carries more rules than most. We plan tracking, consent, forms and tools around protected health information before anything is built, tie every claim to a source, and hand each piece to your compliance or legal team for sign-off.

Book a 30-min intro What changes in the build ↓

Where the PHI line sits

drawn before the build

Marketing pages

Consent-gated analytics
No identifiers in URLs
Pixels reviewed page by page

Demo and contact forms

No PHI fields
Plain notice: no patient details
Vetted CRM routing

PHI boundary

Anything that could touch PHI

BAA-covered tools only
No ad pixels
No session replay

Compliance sign-off

Your team approves before anything goes live

HIPAA-aware, defined

We build the marketing. Your team signs off.

Markingo is a go-to-market team. We are not your compliance officer, your counsel or an auditor, and we do not certify anything or promise a compliance outcome.

What we do is build the marketing so that PHI stays out of ad pixels and analytics, forms do not ask for it, tools that could touch it are covered by a Business Associate Agreement, and every claim has a source. Then we put all of it in front of your reviewer in one place, so their review is short and their approval means something.

What changes in the build

Six things we plan before anything is built.

Most healthcare marketing problems are decided early in a build, when the tags, forms and tools are chosen, so that is where the care goes.

01
Tracking without PHI
A B2B healthcare site rarely needs PHI, but it can pick some up by accident: an identifier in a URL, a pixel on a patient-facing page, session replay on a portal login. We map every page, decide which tags may load where, strip identifiers from URLs and events, and keep ad pixels and session replay off anything patient-facing or behind a login.
02
Consent that controls what loads
A consent banner wired to the tags themselves, configured for the regions you sell into and the privacy and consumer health data laws your counsel says apply. Analytics and ad tags wait for consent. Essential functions do not.
03
Forms that do not invite PHI
Demo and contact forms ask for name, work email, organization and role, never clinical detail. Free-text fields carry a plain notice not to include patient information, and submissions route to a CRM setup your team has approved.
04
BAA-covered tools where PHI could be involved
Anything that could touch PHI, such as a patient-facing trial, a clinician support form or a webinar where attendees might discuss cases, runs on tools that will sign a Business Associate Agreement with you, and stays out of the general marketing stack.
05
Claims tied to a source
Every claim in copy, video and ads is logged with its source: a published study, a customer quote you have permission to use, an internal figure your team stands behind. Outcome claims and anything that reads as clinical go to your regulatory or legal reviewer first.
06
Compliance sign-off
A defined review step before launch, and before each new page type or campaign, with everything your reviewer needs in one packet. Nothing ships until they approve it.

The rules on tracking technology in healthcare have shifted in the last few years, and they are still being argued over. We build to the careful reading, and your counsel decides where the line sits for your product.

Every workstream, adapted

Every workstream, rewritten for healthcare buyers.

The same team and the same system as the rest of our SaaS work, with the changes a healthcare buyer, and their reviewer, expect to see.

GTM strategy
The buying committee is mapped role by role: practice administrators, revenue cycle, clinical operations, IT and security, compliance. The security reviewer is treated as a buyer, with a message of their own.
Product demo videos
Synthetic patients and records in every frame, workflows narrated in the vocabulary of the clinic or the billing office, and the cut approved by your reviewer before it is published.
Social media content
LinkedIn for administrators and health IT, short video for owners of practices and clinics, and no patient stories without written consent and review.
SEO and AI search
Pages for specialties, EHR and billing integrations, and the security and compliance questions buyers ask before a call, each answered exactly as your team confirms it.
Paid ads
Ad platforms restrict health-related targeting and review health claims, so campaigns lean on job title, organization and account lists. Retargeting audiences are built only from pages where no health information is involved.
Outbound and direct mail
Email and LinkedIn to administrators on warmed domains, with sender details and unsubscribes set up for CAN-SPAM and CASL, and printed packages for health systems and group practices whose inboxes filter hard.

Who we write to

A committee, not a persona.

Healthcare software is rarely bought by one person. Each of these roles gets the message, the proof and the format that fits how they decide.

Practice administrators
Revenue cycle directors
Clinical operations leads
Group practice owners
Health IT and security reviewers
Compliance officers

The review packet

Everything your reviewer needs, in one place.

Tag map: which tags load on which pages, and why
Form inventory: every field, every destination
Consent configuration by region
Vendor list with BAA status for each tool
Claims log with a source for every claim
The pages, videos and ads, ready for review

Prepared before launch, and again for each new page type or campaign

Plans

A setup quarter, then a monthly run.

Each plan opens with a one-time setup quarter that builds the system, then a monthly retainer that keeps it running. Ad spend and print are billed at cost, separate from the fee.

/01Month-to-month after setup

Foundation

A SaaS team putting its first real go-to-market system in place: positioning, a site that ranks, demo video and a steady social cadence.

Setup: $12,000; one time
Monthly: $4,000; after setup

Every line in Foundation

/026 months after setup

Engine

A SaaS team running several channels at once, with outbound, paid and direct mail working from the same strategy as the content.

Setup: $17,500; one time
Monthly: $7,500; after setup

Every line in Engine

/039 months after setup

Dominance

A SaaS team covering several segments or verticals, with account-based direct mail and founder thought leadership on top.

Setup: $25,000; one time
Monthly: $12,000; after setup

Every line in Dominance

Every monthly line has a published unit price, so a plan can be trimmed or extended to fit the channels the strategy says to run. You own the pages, the videos, the source files and the accounts.

Compare the plans

Questions we get

Questions healthcare SaaS teams ask first.

01 What does HIPAA-aware marketing mean in practice?: It means the marketing is designed so protected health information never ends up in ad pixels, analytics or tools that are not covered by a Business Associate Agreement, and so your reviewer can check that quickly. No government body certifies marketing vendors under HIPAA, so we do not claim a certificate. The compliance decision is yours, made by your compliance or legal team.
02 Does a B2B healthcare SaaS website need to worry about PHI?: Usually less than a provider's website, but not never. Demo forms, support forms, webinar registrations and patient-facing trials can all collect health information if they are built carelessly, and tracking tags can pick up identifiers from URLs. We map where it could happen and design it out before anything goes live.
03 Can healthcare software companies run Meta and Google ads?: Yes, with care. Ad platforms restrict targeting based on health conditions and review health-related claims, and retargeting audiences should not be built from pages where health information is involved. B2B healthcare campaigns tend to work best on job title, organization and account targeting, which suits LinkedIn in particular.
04 Which tools do you use where PHI could be involved?: Ones that will sign a Business Associate Agreement with you, on the plan that includes it, chosen with your team. Many CRM, form and email platforms offer a BAA only on certain plans, so we check before we build rather than after.
05 Who signs off before launch?: Your compliance or legal team. We prepare the review packet, with the tag map, the form inventory, the consent setup, the vendor list and the claims log, and nothing goes live until your reviewer approves it.
06 Do you only work with healthcare SaaS?: No. Healthcare is one of the regulated verticals we build for, alongside accounting, legal, insurance, HR and compliance software. The same discipline around claims, data and review applies to all of them.

The rest of the system

One team, one brief.

Each piece is built from the same strategy document, by the same team, so the demo, the pages, the posts and the ads all say the same thing.

Healthcare SaaS marketing

Careful marketing for careful buyers.

A 30-minute call. Tell us what your product does, who buys it and who reviews your marketing. Please leave patient details out of any message; we never need them.

Book a 30-min intro Or send us a note

shivam@markingo.io

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Serving Canada and the United States

Healthcare SaaS marketing, built HIPAA-aware from the first form.

We build the marketing. Your team signs off.

Six things we plan before anything is built.

Tracking without PHI

Consent that controls what loads

Forms that do not invite PHI

BAA-covered tools where PHI could be involved

Claims tied to a source

Compliance sign-off

Every workstream, rewritten for healthcare buyers.

GTM strategy

Product demo videos

Social media content

SEO and AI search

Paid ads

Outbound and direct mail