News and Insights

Beyond the Pitch: What Journalists Really Want from Health IT Storytelling

May 8, 2025

In the fast-evolving world of health IT, one thing remains constant: great storytelling matters. In an industry driven by innovation and layered with complexity, the way in which we tell these types of stories can be made, or broken, by a smart, strategic earned media strategy. At the heart of these strategies is a deep understanding of the journalists covering the field – their interests, their approach, and what makes a story resonate with them

The secret to great media relationships and results is building true partnerships – not treating the connection as transactional. That means treating journalists as collaborators to amplify news and share incredible stories that elevate the health space. To better understand how to work effectively with these colleagues, we recently surveyed a group of health IT journalists to explore the top trends shaping their coverage, common public misconceptions, and the key factors that influence their editorial decisions.

These insights reveal the vital role journalists play – not just in reporting the news, but in clarifying information. Their work underscores why our work as PR practitioners must go beyond generating buzz to delivering messaging that educates and informs.

AI and Cybersecurity Reign Supreme

When asked to identify the biggest current news topic in health IT, more than half (53.2%) of respondents pointed to advances in artificial intelligence (AI), particularly diagnostics and treatment planning. Cybersecurity followed as a top concern for 26.7% of journalists, noting concerns about data protection within digital health platforms.

Looking to the future, AI continues to dominate, with 46.7% of journalists surveyed expecting their future coverage to feature increased use of AI and machine learning for personalized medicine and predictive analytics.

What the Public Doesn’t Get

We also asked journalists to weigh in on the biggest public misunderstandings about health IT and digital health in our current health environment. The top concern? AI replacing human healthcare providers, rather than augmenting their capabilities (40%). Another cited misunderstanding is data privacy and security in digital health platforms (20%).

What Is Driving Current Coverage?

While 60% of journalists surveyed cited breakthrough technologies with the potential to transform healthcare delivery as a key driver in their health IT and digital health coverage, just as many emphasized the importance of aligning stories with current healthcare challenges and topics of public interest. Additionally, 53.3% emphasized the importance of insights from healthcare professionals and patient experiences – a reminder that human voices remain central to storytelling.

Regulatory changes and policy developments affecting digital health were also a significant factor, cited by 40% of journalists as a key influence in their coverage. 

Health IT is Growing; Earned Media is More Important Than Ever

Nearly 87% of respondents expect coverage about health IT and digital health to grow in the coming years. Their reasons? Rapid advancement, increasing adoption of digital health technologies and the ongoing need to tackle healthcare inefficiencies and improve patient outcomes.

By better understanding the perspectives of the journalists shaping the narrative, we can sharpen our media strategies and bring better value to our clients. We’re grateful to the journalists who took the time to share their insights with us.