News and Insights
Health Tech PR: Going Beyond the Press Release to Drive Trust and Authority
February 11, 2026
In a crowded market, the strongest tech doesn’t always win. The tech that is understood, trusted, and consistently present does.
In this article, you will learn:
- The “One and Done” Trap: Why a sustained PR effort, not a single press release, is what builds the momentum needed for complex sales cycles.
- The Human Factor: How a distinct, leader-driven point of view builds the trust and authority that generic, AI-heavy content can’t replicate.
- The Power of Alignment: How unifying messaging across sales, leadership, and digital channels builds brand confidence.
Health tech founders are experts at solving high-stakes problems. You’ve navigated technical complexities, fundraising hurdles, and the long road to regulatory approval. But when it finally comes time to bring that innovation to market, many fall into a common trap: treating communications as a “one and done” task on a checklist. The fact is, effective health tech communications keep the drumbeat going to build confidence in your brand.
I’ve spoken with many innovators lately who view PR as a silo. The hope is that a single news push will magically generate a flood of website traffic and leads. While that occasionally happens, it is the exception rather than the rule. The simple truth is that a press release is one moment in time, whereas reputation-building is the momentum that carries you through the sales cycle.
The New Media Reality
Media has changed significantly over the last year. Newsrooms are shrinking, and while AI has made it easier to generate content, it has also made it harder to find depth. There is more noise, but also a growing demand for high-quality, verified information.
Earned media remains essential, but it is no longer sufficient living in a silo. In an environment shaped by fragmented attention and GenAI-driven aggregation, influence is created by the interplay of earned coverage, controlled content, social presence, and credible thought leadership.
Product announcements open doors, but sustained narratives build value and authority. Credibility emerges not from a single moment, but from accumulated evidence and third-party validation over time. When orchestrated well, this ecosystem generates visibility, signals relevance, and accelerates trust, driving market confidence in both the enterprise and its leadership.
People Trust People
Integrated communications means looking beyond the company logo. We are in a human business, and people want to hear from leaders with a distinct point of view. When you share your perspective on industry trends or the “why” behind your technology, you plant seeds of trust that make future sales conversations much easier. This consistency also drives valuation by showing investors and partners that you own your category.
Your prospects and investors are searching for you on LinkedIn, ChatGPT and other AI platforms long before they take a meeting. If they find an inactive profile or a series of jargon-heavy posts that could belong to any company, you’ve missed an opportunity to build confidence.
The Power of Alignment
When done right, communication is the common thread between your strategy and your execution. Consider the decision makers in medical and life sciences. Your sales team may engage a clinician, but the person approving the invoice is often a senior leader focused on clinical and financial responsibility.
These leaders need to recognize your value before the moment of decision. That happens when your messaging, leadership visibility, and marketing activities like webinars or events all move in a unified direction. If you’re not leveraging media wins with your network and prospects, or if your sales team is saying one thing while your digital presence says another, you are losing momentum. A good first step is to audit your own digital footprint and ask: Does it reflect the same level of sophistication as your technology?
From Announcement to Authority
Health and biotech startups dedicate years to development. To realize the potential of that work, strategic messaging and PR must be incorporated early in the journey. It shouldn’t just be a final step on a checklist, but rather a strategic framework that differentiates your story and ensures you are seen by the right people.
If a tree falls in the forest and no one is there to hear it, does it make a sound? The same applies to transformative technology. For your innovation to change lives, it must be understood and valued by those with the power to implement it.
Success is rarely defined by a single moment of coverage. It is built through sustained, coordinated presence across channels that reinforce credibility over time. When earned media, owned content, and commercial engagement are aligned, they influence how a company is understood by customers, investors, and the increasingly AI-mediated systems that inform decision-making. Coverage creates awareness. Integration creates authority.
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POSTED BY: Ellie Hanson
