uptodate.com
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UpToDate: The $60M Wikipedia of Medicine
How 331 employees built a clinical decision support tool that commands 57% direct traffic
While medical startups chase AI hype and flashy UIs, UpToDate quietly dominates with 6.8M monthly visits and a 57% direct traffic rate that screams brand loyalty. This isn't a startup—it's a clinical institution.
"When doctors need answers, they don't search—they go straight to UpToDate. That's not SEO, that's authority."
The 331-Person Powerhouse
With just 331 employees generating $60M in revenue, UpToDate achieves ~$181K revenue per employee—remarkable efficiency for a content-heavy platform. Compare this to modern SaaS startups chasing growth at all costs; UpToDate proves that depth beats scale when you own the workflow.
The Traffic Moat
57% direct traffic is the holy grail. It means physicians bookmark it, remember it, and return without Google's help. The 34% organic search is just icing—'uptodate' alone captures 242K monthly searches. They don't need to game algorithms because they've already won the trust game.
The keyword data reveals the platform's clinical depth: 'lmp calculator' (2,760 monthly searches) shows they're not just a textbook—they're a daily workflow tool. The tech stack (Vue.js, Tailwind, Google Analytics) suggests a modern, maintainable platform that's likely evolved from legacy systems without disrupting core functionality.
- 57% direct traffic indicates institutional trust, not viral growth
- 25M+ backlinks from .edu and .gov domains create an unassailable SEO moat
- 2.3/5 Trustpilot rating from 6 reviews suggests B2B focus over consumer polish
UpToDate wins by not chasing trends
While competitors build AI chatbots, they double down on physician trust. 57% direct traffic isn't luck—it's a decade of becoming the default answer in clinical settings.
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Reviews (4)
Highly Recommended
Highly Recommended. Regularly updated, peer-reviewed and referenced. This is an indispensable website for all healthcare professionals.
Strict Cancellation Policy is a joke
Everything they provide is what you would expect from this company, however, their cancellation policy and customer service in relation to their cancellation policy are severely lacking. We purchased a subscription and after about two months purchased an insurance policy that had an uptodate subscription included. It was 10 days past the cancellation date from our original purchase date and they, under no circumstances, would allow a refund, partial or otherwise. So they are now getting double the money for one person to use their services. For a startup practice trying to stay as lean as possible, this is unacceptable.
I purchased this app because I needed…
I purchased this app because I needed it. Because it was on the weekend I could not use it. What good is an app if you can not use it? I tried to call their customer service and of course, they are not open on the weekends. What a joke.
I thought I had cancelled…
I thought I had cancelled my subscription. I pressed the cancel recurrent billing button multiple times , several weeks before my subscription was to be renewed. I was concerned that it had not been cancelled as I did not receive an email confirmation. Turns out they charged me $58 for another month. I contacted that same day and was told that I would not get a refund. They were inflexible and not willing to work with me at all. I would suggest not starting up with this company to avoid their terrible policy and customer service from Noah.
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About uptodate.com
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Technology Stack
uptodate.com uses 10 technologies across their website including Font Awesome, HSTS, reCAPTCHA, Ghost, and more.
Fonts
Font Awesome
Security
HSTS, reCAPTCHA
CMS
Ghost
Privacy & Consent
OneTrust
Analytics & Marketing
Google Tag Manager, Google Analytics
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
uptodate.com receives approximately 6.9M monthly visitors and ranks #7,319 globally. The website has a bounce rate of 27% with visitors viewing an average of 5.1 pages per visit. Users spend an average of 4:44 on the site.
The majority of uptodate.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about uptodate.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit uptodate.com directly at https://uptodate.com.