A healthcare organization behind a newly introduced medical device therapy needed to quickly build awareness in a category dominated by decades-old treatment models and familiar over-the-counter solutions. As a relatively new entrant to market, the company faced the dual challenge of educating both physicians and patients while establishing credibility for an alternative, lifestyle-friendly treatment approach.
KNB Communications was engaged to increase awareness of the therapy, introduce the company’s leadership as credible clinical experts, and position the treatment within broader public conversations about allergy and asthma care. The goal was not just visibility, but relevance—ensuring the device and its underlying science were part of timely, trusted health discussions already capturing national attention.
KNB built a thought leadership strategy centered on reactive newsjacking, identifying opportunities where the client’s clinical expertise could add meaningful context to breaking health stories. When a major tier-one health publication began covering the effectiveness of a common over-the-counter decongestant, KNB moved quickly to position the client’s medical expert as a source who could speak to the science behind allergy treatment more broadly.
The approach relied on:
Rapid response to reporter inquiries
Clear, clinically grounded commentary that elevated the conversation beyond OTC remedies
Strategic positioning of the executive as a long-term media source, not a one-time quote
By prioritizing speed, accuracy, and relevance, KNB ensured the client’s perspective was included while the story was still gaining momentum.
KNB turned around detailed, medically accurate responses to the reporter’s questions within a single day. As a result, the story—including the client’s expert commentary—was published the very next day in a trusted, high-authority health outlet.
The coverage didn’t stop there. The article was quickly picked up by additional national publications, significantly expanding reach and exposure. The placements positioned the medical device therapy alongside trusted health information sources read by both clinicians and consumers, driving awareness far beyond what a traditional product announcement could achieve.
The campaign delivered far more than a single media hit. By securing coverage in award-winning health publications known for medical accuracy and physician-reviewed content, KNB helped establish the client as a credible voice in allergy and asthma treatment.
The earned coverage carried a domain authority score of 89, was reviewed by board-certified physicians, and reached hundreds of millions of readers across syndication channels. Beyond immediate exposure, the opportunity opened the door to future media inquiries, strengthening the executive’s role as an ongoing expert source.
Most importantly, the program demonstrated how fast, thoughtful PR execution can turn a single news moment into sustained visibility—accelerating awareness for a new medical device therapy in a highly competitive, consumer-driven market.
Every breakthrough starts with a clear strategy and the right partner. At KNB Communications, we help healthcare, health tech, biotech, and life sciences brands turn complex challenges into measurable growth—through smart PR, strategic storytelling, and data-backed execution. If you’re ready to elevate credibility, expand reach, and create real momentum in the market, let’s write your case story next.
Be our next case story.I was impressed with KNB's ability to stay organized, on track, and consistently produce excellent deliverables for our content development. It was clear to me they understood our niche space as well as how to speak to our audience. I also appreciate their responsiveness and flexibility.
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