Let’s face it: Landing earned media in the healthcare space takes more than a compelling story. To break through the noise, you need to understand what healthcare journalists are looking for, and, most importantly, and how to deliver it. Here are some insider tips to hooking reporter interest:
1. Credibility Is Everything
In healthcare, credibility is non-negotiable. The most-requested spokespeople usually fall into one of two categories:
- Practitioners turned innovators: Experts who’ve worked as doctors, pharmacists or nurses and now build solutions based on real-world experience.
- Policy veterans: Leaders with a background in government or nonprofit organizations who understand the legislation shaping the industry.
When pitching healthcare journalists, make sure your spokesperson’s background isn’t an afterthought. Reporters want to know why this person is worth their time. Include relevant credentials and real-world perspective to help them connect the dots.
2. The Subject Line Matters More Than You Think
A healthcare journalist receives dozens – sometimes hundreds – of pitches a day. Your subject line is the first and sometimes only chance to make an impression.
It should speak directly to the reporter’s beat and highlight what’s newsworthy: a breaking trend, a new product, an expert with unique insights. Don’t bury the lede. If it’s not immediately clear why the pitch matters, it risks being ignored.
3. Know the Regulatory Landscape
Regulatory topics like TEFCA, HIPAA, data interoperability and patient privacy are constantly evolving, and they dominate the conversation in healthcare tech.
Healthcare journalists covering this space look for experts who can translate complex updates into actionable insight for their audiences. Stay informed and be ready to pitch timely commentary when regulations shift. Being first to weigh in positions your brand as a trusted resource.
4. Use In-Person Events to Your Advantage
Major industry conferences like HIMSS, HLTH and ViVE aren’t just for networking. Healthcare journalists from trade and mainstream outlets often attend, and many record on-site interviews or podcasts.
If executives are speaking or attending, secure the event media list early and begin outreach about a month ahead. There’s also growing value in paid opportunities that deliver high-production content. A strong presence at events can extend your brand’s visibility long after the show floor closes.
5. Let Customers Tell the Story
Third-party validation carries serious weight, especially in a risk-averse industry like healthcare. A customer who can speak to implementation, adoption, ROI and time savings can help you turn a standard pitch into a standout one.
If a happy customer is open to sharing results and speaking directly with media or contributing thought leadership, use that to your advantage. Success stories are powerful lead-gen tools and often earn top-tier placements.
Pitching media in healthcare starts with understanding what healthcare journalists actually need for their stories: credible voices, timely quotes and insights that resonate with their readers. Start with mastering your pitches and you’re well on your way to healthcare PR success.
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