Short posts create recognition. Long form creates conviction.
A health system does not sign a contract because of a post. They sign because someone on the buying committee read four thousand words of your thinking and decided you understood their problem better than the incumbent.
Hi Founder,
What Substack has produced for HealthTech executives we work with:
▋
1,200 words
Is enough to be quotable. One considered essay beats a month of short posts.
2/mo
Essays we typically publish. Enough to build an archive without overwhelming your schedule.
100%
Owned list, no algorithm. Your subscribers move with you.
Depth is the differentiator
Short posts prove presence. Essays prove category understanding. Buying committees read one long piece before they commit budget, and they forward it internally.
It becomes the source material
One essay supplies a month of short posts, a conference abstract, a podcast pitch and a section of an investor deck.
The category argument is there. It is just not written down.
You can explain the whole thesis in ten minutes on a call, and nowhere else does it exist in full.
Trade press takes months and reaches the people who already cover you.
A blog on the company site is read by nobody and dated the moment the product ships an update.
Without long form, the only evidence of your thinking is a short post, which reads as marketing rather than position.
The Substack process, step by step.
Publication design
A named publication, not the company blog rebranded. Positioning line, section structure, visual identity and an About page that reads like a category thesis.
Essay pipeline
A rolling list of twelve essays mapped to the arguments you want attached to your name, sequenced so the archive builds a case for the category rather than a pile of updates.
Research and drafting
We pull the literature, the market data and the operator interviews, then draft in your voice. You get an outline first, a full draft second, and you sign off on both.
Publish and distribute
Every essay is cut into a LinkedIn sequence, a newsletter send and quotable excerpts, so one piece of thinking works across four surfaces.
Subscriber growth
Growth comes from your LinkedIn audience, cross posting with adjacent operators and Substack's own recommendation network. No paid list buying, ever.
Everything, done for you.
One 45 minute research call per essay, plus outline and draft approval.
If you will not commit to one considered piece a month, the archive never reaches the weight that makes it useful.
- Named publication set up, designed and configured
- One to two researched essays a month, fully ghostwritten
- Twelve month essay roadmap tied to your positioning
- Distribution cut for LinkedIn and email from every essay
- Recommendation and cross posting outreach
- Monthly report on subscribers, opens and referral sources
What actually happens, and when.
Founder building at the reimbursement boundary
Strong opinions about CPT code strategy and payer contracting, expressed only in investor updates.
A publication with monthly essays on where digital health reimbursement actually breaks, each one argued with data and case studies.
Essays cited by two industry analysts, leading to inbound from two health systems and an analyst briefing invitation.
What HealthTech executives ask before starting.
Fewer people than LinkedIn and better ones. Health system buyers, investors and analysts read long form before a decision, and they read it because someone sent it to them at the right moment.
Let us show you what this would look like for your name.
One call. We review your current position, tell you honestly whether Substack is the right channel for you, and show you the first three moves.