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.
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