Why HealthTech PR?
The goal of public relations is to manage perception. In healthtech, that is particularly important as it can influence understanding, awareness, partnerships, and even whether a healthcare product or company succeeds.
Good PR starts by asking how a client wants to be perceived and then works to make that perception a reality. Healthtech PR is no different.
What is HealthTech PR?
HealthTech PR is public relations specifically focused on healthcare technology companies. It’s essential in helping manage how those companies are perceived by patients, providers, investors, regulators, and the media.
When a healthtech company partners with a PR team, it will benefit from increased awareness of its brand, products and services. That is accomplished through targeted, strategically placed earned media coverage, as well as thought leadership, digital media, etc. In other words, PR partners with trusted, independent sources rather than relying on paid ads. As we like to say, “advertising is saying you’re good. PR is getting someone else to say you’re good.”
Of course, this saying applies across all healthtech categories, including digital health, medical device, telehealth, and others. In each, the approach to PR is the same: credibility matters most.
How HealthTech PR Works
PR is not about hype, it is about earning trust. In healthtech, that means:
- Earned media: News coverage that is credible because it comes from independent journalists, not purchased space.
- Storytelling: A narrative that changes or reinforces perception, tied to company goals and audience.
- Newsworthiness: Focusing on stories that highlight what is genuinely new, demonstrate measurable results, or provide a valuable perspective to an industry conversation.
- Long-term consistency: Like training at a gym, PR builds results over time through repeated effort, not instant returns.
Shortcuts do not deliver. Pay-to-play “coverage” looks like PR but lacks credibility. Real PR earns trust, which is why it has influence.
Why HealthTech PR Matters
Healthcare technology companies face particular challenges:
- Complex products: Even brilliant technology can fail if the problem it solves is not genuinely needed, understood by enough people, or priced correctly. PR helps to identify and clarify why it matters.
- Trust: Earned media is consistently seen as more credible than advertising because it originates from independent journalists. In healthcare, that credibility is everything.
- Crisis and reputation management: Not every negative review is a crisis, but all of them require clear, deliberate communication. Companies that acknowledge mistakes and demonstrate improvement through careful PR will rebuild trust more quickly.
- Competition: With constant product launches in healthtech, digital health, and telehealth, even good ideas can fail if PR is not part of the strategy.
Case Study Spotlight: Blackrock Neurotech
The challenges above are not hypothetical. Lightspeed PR/M worked side by side with Blackrock Neurotech, a leader in brain-computer interface technology, to translate complex science into a clear story that built trust with patients, providers, and investors. The result: credible media placements that highlighted their innovation and strengthened their reputation in a competitive healthtech landscape. Read the Blackrock Neurotech case study.
Key Elements of a HealthTech PR Plan
An effective healthtech PR plan always ties back to the company’s larger marketing strategy. The key elements include:
- Clear Objective stating team goals.
- Strategy that defines the “big story.”
- Audiences identified through research, not guesswork.
- Timeline built around product launches, clinical milestones, or regulatory approvals.
- Assets like data, expert substantiation, and case studies.
- Measurement through media impressions, share of voice, website traffic, and stakeholder engagement.
Budgeting for healthtech PR programs can look very different from other industries; see our PR Budget Guide.
Overall, HealthTech PR is most effective when it is consistent, credible, and closely tied to what makes your story unique. With the proper foundation, it does more than generate headlines; it builds trust, shapes reputation, and drives lasting impact. Companies that lean into PR today are the ones that will define the healthtech space tomorrow.
If you’re exploring what PR can mean for your healthtech company, we’re here to help. PR is a partnership, and the first step is a conversation. Every strong PR program starts with a story worth telling. If you’re ready to explore yours, we’d be glad to help.
HealthTech PR FAQ
Can PR drive sales in healthtech?
PR supports sales by shaping perception, building trust, and creating credibility. It is not a direct sales channel, but it facilitates sales conversations more easily and effectively.
How long does it take to see results from PR?
PR is a long-term investment. Expect to see momentum building over months, not days. Like fitness, the results come from consistency and sustained effort.
What should we do before investing in PR?
The most effective PR programs are built on a solid foundation. Ensure you have the essentials in place: a reliable team, secure funding, and a product that delivers on its promises. Use this time to gather proof points, refine your story, and prepare supporting assets such as customer case studies or clinical data. When those pieces are ready, PR can accelerate your momentum and amplify your impact.
How can leadership prepare for media opportunities?
Strong PR starts with strong leadership. Executives have the chance to share the company’s vision, highlight its impact, and build trust with key audiences. With preparation and media training leaders can turn interviews into opportunities to inspire confidence and move the brand forward.