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. Linkedin Envelope Get your free playbook here Get the Playbook Sign up for my Newsletter Get honest, thoughtful insights on marketing, writing, and strategy—straight from my desk to your inbox. SubscribeBuilt with Kit Stop waiting for “later.” Become the authority now. Book a free discovery call, or send a message directly. Let’s talk about how to define your category and build your authority. Book a free discovery call now RootWord – Website Inquiry Full NameEmailHow can we help?Send Message
Is your content optimized for ChatGPT?
Wondering if paid media coverage is the right move? Here’s the honest answer: Sometimes, yes. But not always. And not everywhere. What is paid media? Paid media is exposure you pay for. It gives you immediate reach and control over messaging through things like sponsored content, native ads, paid partnerships, and influencer campaigns. How paid media supports fundraising and market entry If you are an early-stage HealthTech company, paid media can play a supporting role in two key milestones: fundraising and new market entry. Fundraising: Investors do their homework. If your company appears in a respected outlet—even if it’s sponsored—it creates a perception of legitimacy. A well-placed piece in MedCity News or Endpoints that clearly communicates your traction, your vision, and your differentiation can reinforce what your pitch deck says. But never rely on it to replace the pitch. Market entry: When you’re entering a new region, specialty area, or buyer segment, sponsored content can help compress the time it takes to build awareness. A targeted piece in a channel your new buyers already trust (like HIT Consultant, Fierce Healthcare, or a niche LinkedIn newsletter) can signal relevance and familiarity—even if they haven’t heard of your brand before. When should you pay for media coverage? When to consider paying: When you can place your sponsored content in a publication your buyers actually read When paid newsletter placements will reach industry-specific audiences When you can produce native ads that feel educational—not salesy When not to: If the outlet is unknown or shady If they promise to “interview” your founder—if you pay a fee If there’s no real audience fit, and no trust value. If you haven’t nailed your messaging yet But first, messaging Paid media isn’t evil. It’s just a tool. And it works best when used strategically to complement earned and owned content. But it should never be your starting point without first establishing strong messaging or strategy. If you do, it can fall flat or feel salesy. Invest in clarity first, then amplify strategically. Want help figuring out where paid media fits in your marketing mix? Book a Power Hour with me to figure out what’s a worthwhile investment for your brand. 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. Linkedin Envelope Get your free playbook here Get the Playbook Sign up for my Newsletter Get honest, thoughtful insights on marketing, writing, and strategy—straight from my desk to your inbox. SubscribeBuilt with Kit Stop waiting for “later.” Become the authority now. Book a free discovery call, or send a message directly. Let’s talk about how to define your category and build your authority. Book a free discovery call now RootWord – Website Inquiry Full NameEmailHow can we help?Send Message
Should you pay for media coverage?
Wondering if paid media coverage is the right move? Here’s the honest answer: Sometimes, yes. But not always. And not everywhere. What is paid media? Paid media is exposure you pay for. It gives you immediate reach and control over messaging through things like sponsored content, native ads, paid partnerships, and influencer campaigns. How paid media supports fundraising and market entry If you are an early-stage HealthTech company, paid media can play a supporting role in two key milestones: fundraising and new market entry. Fundraising: Investors do their homework. If your company appears in a respected outlet—even if it’s sponsored—it creates a perception of legitimacy. A well-placed piece in MedCity News or Endpoints that clearly communicates your traction, your vision, and your differentiation can reinforce what your pitch deck says. But never rely on it to replace the pitch. Market entry: When you’re entering a new region, specialty area, or buyer segment, sponsored content can help compress the time it takes to build awareness. A targeted piece in a channel your new buyers already trust (like HIT Consultant, Fierce Healthcare, or a niche LinkedIn newsletter) can signal relevance and familiarity—even if they haven’t heard of your brand before. When should you pay for media coverage? When to consider paying: When you can place your sponsored content in a publication your buyers actually read When paid newsletter placements will reach industry-specific audiences When you can produce native ads that feel educational—not salesy When not to: If the outlet is unknown or shady If they promise to “interview” your founder—if you pay a fee If there’s no real audience fit, and no trust value. If you haven’t nailed your messaging yet But first, messaging Paid media isn’t evil. It’s just a tool. And it works best when used strategically to complement earned and owned content. But it should never be your starting point without first establishing strong messaging or strategy. If you do, it can fall flat or feel salesy. Invest in clarity first, then amplify strategically. Want help figuring out where paid media fits in your marketing mix? Book a Power Hour with me to figure out what’s a worthwhile investment for your brand. 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. Linkedin Envelope Get your free playbook here Get the Playbook Sign up for my Newsletter Get honest, thoughtful insights on marketing, writing, and strategy—straight from my desk to your inbox. SubscribeBuilt with Kit Stop waiting for “later.” Become the authority now. Book a free discovery call, or send a message directly. Let’s talk about how to define your category and build your authority. Book a free discovery call now RootWord – Website Inquiry Full NameEmailHow can we help?Send Message