Is there ever a downside to media mentions?
It’s every founder’s dream: Getting a call from a big reporter who wants to feature your company. But in a recent conversation with a Canadian healthtech founder, I was reminded that there can be a dark side to media mentions.
First though, let’s talk about what media mentions are, and why they matter.
What are media mentions?
Media mentions happen when a publication, journalist, podcast host, newsletter writer, or influencer references your company, product, founder, or research in their content—without you paying for it.
Think:
- A quote in a TechCrunch or Forbes article
- A mention of your product on a healthcare innovation podcast
- Your product listed in a “Top 10 AI Tools for Hospitals” roundup
- Your clinical results mentioned in a medical journal
Why do media mentions matter for HealthTech?
Media mentions act as third-party validation in a space where trust is everything. Health systems, investors, and regulators are naturally skeptical—so when someone else vouches for you, it carries weight.
A mention of product in the media can help you:
- Build credibility with enterprise buyers and decision-makers
- Establish thought leadership in a niche vertical
- Attract investor and partner attention
- Boost SEO and organic visibility
- Create social proof for sales and fundraising decks
This kind of coverage builds trust because someone else is vouching for you.
Are there any downsides?
So what could possibly be the downside?
Zero control.
In the case of the HealthTech founder I spoke with, he had done it all right. He had nurtured long-term relationships with reputable journalists. He reached out proactively to the media with compelling, specific stories. So naturally, he was thrilled when a big newspaper reached out to interview him for a piece on his company’s technology.
But when the article came out? Disappointment.
“I realized you don’t have control over the headline and some editors prioritize shock value,” he told me. Although his product wasn’t painted in a bad light, the overall story angle wasn’t entirely positive. “There’s all this talk about the need for healthcare innovation, but then when you share your story, it can get twisted to fit into a negative narrative.”
What should you do?
Do I offer this anecdote to scare you off earned media mentions? Absolutely not! Despite his initial disappointment, this founder was quick to point out the bump in new users when the article went live.
It’s important to understand the limits of earned media. If you want full control over the final story, it may be best to consider other avenues.
That’s why I typically recommend a blend of earned media mentions, combined with other messaging strategies to get your story told both widely and accurately.
Want to learn about the role of paid media next? I’ll tackle that in my next newsletter.
About Me
Lauren McGill (NÉE Root)
WRITER | CONSULTANT | fCMO
I’m a Canadian freelance medical writer with 15 years of healthcare experience, helping SaaS providers, clinical research firms, regulatory agencies, and physicians tell impactful medical stories.
With a background in medical transcription and hands-on work in the ICU, palliative care, rehab, and ER, I bring real-world medical insight to my writing. Today, I help B2B healthtech companies makers of EMRs, digital front doors, research software, and digital care tools craft stories that drive sales.
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