Choosing the right PR channels for biotech and medtech launches

Launches succeed when channel strategy matches the story and regulatory status. Start with who needs to know (clinicians, payers, investors) and shape outreach to their media diets.

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1 / Earned: newsrooms and verticals

Target specialist editors and regional healthcare outlets. Offer embargoed briefings; bring KOL context and references.

When to prioritize

• Peer‑reviewed data or meaningful regulatory milestones
• Clinically relevant outcomes or workflow impact

2 / Owned: depth and discoverability

Host factsheets, Q&A, and visuals; publish explainer posts that link back to the press story.

3 / Third‑party validation

KOL commentary, pilot site outcomes, and early adopters build trust quickly.

Rule of thumb: Lead with earned when you have evidence; otherwise, build owned depth and KOL validation while you prepare.

Handy tools

• Target outlet map by specialty and region
• Press kit hub in your newsroom