Understanding 4 main types of media pitches in the health tech space

Crafting a compelling media pitch is akin to preparing a gourmet meal – it requires a delicate balance of the right ingredients, a dash of creativity, and the ability to present something tantalizing. Much like a skilled chef combines flavors to create a memorable dish, a savvy communicator strategically blends various elements to produce a pitch that captures attention and leaves a lasting impression. 

Whipping up a pitch that sizzles, pops, and leaves your audience hungry for more is often the key to successful coverage. That’s why it’s important for media relations experts to understand the different types of pitches and serve them up accordingly. Here’s a look a the most common orders on the healthcare tech pitch menu:

The ‘expert’ pitch 

With understaffed newsrooms and overworked reporters, journalists no longer have time to forage for and thoroughly vet their  sources. As such, they rely on PR pros  to DoorDash them reliable sources. Specifically, they’re looking for experts who are credible and provide a unique point of view. 

Pitches touting a subject matter expert should include the expert’s title, any recent notable achievements, brief background, and what the expert can contribute, i.e. their perspective, an interview or byline, etc. 

The ‘data’ pitch 

In a world full of repetitive, irrelevant, or dull pitches, healthcare data pitches emerge as the crown jewels of communication strategy. This is because they’re timely, generally non-promotional, and a resource for a wide health tech audience. 

It goes something like this:

Greetings [Sue], I trust this message finds you well. As a dedicated healthcare journalist with a keen eye for illuminating industry trends, I wanted to bring to your attention a new report that sheds light on patient experiences.

You can learn more about the data here [company press release link].

Key Highlights Include: 

• Price Transparency: 
  • 44% of patients have avoided seeking healthcare services at some point because they didn't know what the cost would be

• Digital Access is a top priority: 
  • Only 36% surveyed said they were confident they were matched with a provider who could meet their clinical needs

• Inaccuracies erodes trust:
  • 77% say inaccuracies in information impacts their level of trust

Can I set up a brief meeting with the Chief Strategy Officer [name] of [company], to further discuss these study results? Happy to share [name’s] schedule upon your reply. 

Thank you in advance for your consideration,

X

The ‘contributed content’ pitch 

Editors appreciate bylines because it enriches their publication with diverse perspectives, enhances credibility, and fosters industry connections, among other benefits. As a healthcare PR agency, we love them  because they give us some control over the content and further establish our clients as thought leaders in the space. 

While contributed content does allow the author some flexibility, it’s important to follow the editorial guidelines, which will almost certainly include keeping it vendor neutral and non-promotional.

A contributed content pitch should include elements of the expert pitch - explaining why your source is the best person to author the article. It should also outline what the author intends to cover. This is most often the explanation of an industry-wide problem (or future problem) and the expert’s proposed solution along with his or her unique insights.. Supporting data points can be a helpful addition too.   

The ‘company announcement’ pitch 

There are several types of company announcements: Partnerships, new hires, industry events,  acquisitions, funding rounds, etc.  Using funding as an example, here’s an  idea of how to properly execute a pitch

Greetings [Greg]. Despite the doom and gloom about digital health funding, investors are still willing to back companies with promise. Case in point — [company name]  just secured an impressive $50 million Series B funding round led by [lead investor].

The robust backing from this distinguished investor not only validates the strength of [company name] vision but also propels the company into an exciting phase of growth and development.

Plans for the funding include:

• Product expansion: Introducing new and enhanced features that address the evolving needs of both healthcare providers and patients.
• Market expansion: The investment will fuel strategic market expansions, allowing for growth in new regions and more collaboration with global healthcare systems.
• Talent acquisition: Further capabilities in engineering, data science, and healthcare expertise with top-tier talent.
• Research and development:  Funds will help drive innovation and industry advancements.

Please find the press release [link] for further insights and detail. Please let me know if I can connect you for an interview at the earliest.  

Thank you,

X