The goal
Authority can’t wait years to show up
A healthcare analytics company operating in a crowded, credibility-driven category needed to quickly elevate visibility and perceived authority. Despite strong technology and market relevance, the brand lacked meaningful earned media presence and struggled to stand out against established competitors.
The objective was clear: rapidly shift category perception, increase share of voice, and establish a credible, competitive position through earned media alone — without relying on long, multi-year brand-building timelines.
The strategy + approach
Precision outreach beats volume pitching
KNB implemented a tightly focused earned media strategy designed to prioritize quality, narrative alignment, and speed. Rather than broad, generic pitching, the approach centered on:
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Clarifying the brand’s core story and category relevance
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Aligning messaging tightly to high-value healthcare and health tech media narratives
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Targeted outreach to publications and reporters with demonstrated influence in the category
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Prioritizing placements that would compound authority, not just visibility
This disciplined strategy allowed the brand to move quickly from low awareness to credible, repeat exposure in the right media environments.
