Category: Editors Picks

8 Best Life Science & Biotech PR Agencies

Posted on by Daniel Lofaso

Choosing the best biotech PR agency is not just about name recognition. You want a team that speaks science fluently, can translate data for reporters and investors, and can show you where each placement is beneficial to your company’s goals. 

The firms below all operate in life sciences and biotech. They differ in model, cost structure, and depth across media and marketing.

Quick Comparison

FirmBest forCore focusFounded/HQCase Studies
Digital ElevatorOverall value without overly complex ancillary servicesEarned media campaigns across major life science publications2010; West Palm Beach, FLVerseon, Champions Oncology
LifeSci CommunicationsMedia relations for clinical-stage biotechCorporate communications, PR, social and digital for clinical and investor milestones2017; New York, NYPathAI, DiaMedica Therapeutics
BioScribePR for emerging biotechsMedia strategy, PR, and content by an all-senior team1997; San Francisco Bay AreaEikon Therapeutics, Hightide
Little Dog CommunicationsCorporate communication and investor relationsStakeholder communications2011; San Diego, CANo case studies published on site
PAN CommunicationsIntegrated PR with organic and socialPR, content, and demand gen across healthcare and life sciences1995; Boston, MA (global offices)Clarify Health, Unlearn
SCIENT PRSenior counsel for high-stakes biotech momentsExecutive communications and narrative development2011; Philadelphia, PANo case studies published on site
BioStrataIntegrated PR with content writingStrategy, science writing, digital, PR2014; Cambridge, UKAptuit, Thermo Fisher
Clarity QuestHealth-tech and biotech PR with analyst and national media reachEarned media, awards, analyst relations2001; US offices incl. Seattle, Ann Arbor, MysticFathom, NMDP

Digital Elevator – Best for: Budget-Friendly PR That Prioritizes Industry Trade Publications

Digital Elevator focuses on earned media for biotech and life-science brands, with a no-fluff approach to PR that strictly focuses on media placements. One of their PR case studies includes Vereseon, successfully transforming from an unknown biotech company into a recognized authority on AI-driven drug discovery. Founded in 2010, the company is based in West Palm Beach, Florida, and operates with a lean, outcomes-first model. If you want media placements without an expensive bundle of add-ons, this is the straightforward option. 

Ideal Client: 

  • Small to mid-market biotech and life science teams that don’t require the fluff and expense of full-service firms

Specialization: 

  • Media strategy and pitching
  • PR integrated with SEO and AI-search

Client examples: 

  • Verseon
  • Champions Oncology

Founded/HQ: 

  • 2010; West Palm Beach, FL

LifeSci Communications – Best for: Clinical-stage biotechs

LifeSci Communications runs corporate and scientific communications for biotech, medtech, and diagnostics companies. The agency launched in 2017 and is headquartered in New York, with additional presence in Boston. Its program mix spans media strategy, investor and corporate messaging, and digital channels to support clinical and financing milestones.

Ideal client: 

  • Clinical-stage biotechs and platform companies planning steady news flow across data, financing, and partnerships

Specialization: 

  • Corporate positioning
  • Message development
  • Earned media strategy

Client examples: 

  • PathAI
  • DiaMedica Therapeutics

Founded/HQ: 

  • 2017; New York, NY 

BioScribe: Best for: Emerging biotechs

BioScribe is a boutique life-science communications consultancy founded in 1997 in the San Francisco Bay Area. The firm staffs accounts with senior practitioners and focuses on media strategy, editorial development, and communications planning for tools, diagnostics, and early-stage biotechs. Its client roster features many well-known innovators across life-science technologies, with an average of 20 years of experience per staff member.

Ideal client: 

  • Life-science tools and diagnostics companies that need experienced PR counsel tied to product and data milestones

Specialization: 

  • Media relations
  • Story development
  • Senior-level content support

Client examples: 

  • Eikon Therapeutics 
  • Hightide

Founded/HQ: 

  • 1997; San Francisco Bay Area 

Little Dog Communications – Best for: Corporate communication and investor relations

Little Dog Communications was founded by a scientist and concentrates on credible biotech storytelling for scientific, trade, and financial media. The firm’s identity is boutique and senior-heavy, which helps when shaping data narratives and investor updates. The founder, Yingling, launched the company in 2011, drawing on years in biomedical research and biotech communications. The result is pragmatic counsel for small teams that need signal over noise. 

Ideal Client: 

  • Preclinical to clinical biotechs that want senior attention on financing rounds, data readouts, and partnership news

Specialization: 

  • Press releases 
  • Message development
  • Trade and financial media 
  • Investor materials

Client Examples: 

  • No specific case studies are available on the website

Founded/HQ: 

  • 2011; San Diego, CA.

PAN Communications – Best for: Integrated PR with organic and social

PAN Communications is an independent agency founded in 1995 with deep healthcare and life sciences experience. PAN pairs corporate storytelling with modern demand tactics and maintains offices across the US and the UK. For scale-ups and public companies, the integrated model connects executive visibility to pipeline health. Boston serves as a long-standing base, with teams in San Francisco, New York, Chicago, Austin, Indianapolis, and London. 

Ideal Client: 

  • Growth-stage to public biotech and health-tech firms that need PR stitched to content and demand creation

Specialization: 

  • Media relations 
  • Content programs 
  • Executive platforms
  • Integrated brand-to-demand execution for life sciences. 

Client Examples:

  • Unlearn
  • Clarify Health

Founded/HQ: 

  • 1995; Boston, MA

SCIENT PR – Best for: Senior Counsel and High-stakes Biotech Communications

SCIENT is a senior-run communications firm for consequential biotech moments. The team handles data readouts, financings, leadership changes, and other sensitive announcements with clear planning and measured outreach. Founder Michael Lampe brings long experience in healthcare communications, which shows in the firm’s disciplined messaging and careful media targeting. If you need steady judgment and clean execution for impactful media relations, this is a reliable choice.

Ideal Client: 

  • Clinical-stage and platform biotechs heading into consequential readouts, financings, or strategic deals

Specialization: 

  • C-suite advisory
  • Narrative and message architecture
  • Media strategy for complex topics

Client Examples:

  • No specific case studies are available on the website

Founded/HQ: 

  • 2011; Philadelphia, PA

BioStrata – Best for: Integrated PR with Content Writing

BioStrata offers strategy, science writing, digital, and PR, and serves clients across research tools, diagnostics, and biopharma. The agency cites experience with more than 100 life-science organizations and a Cambridge base with international delivery, although much of their client base is focused in the UK and Europe.

Ideal Client: 

  • Multimarket life-science companies that want PR coordinated with content, digital, paid, and events.

Specialization: 

  • Integrated campaigns that build awareness and generate leads across the full mix.

Client Examples:

  • Aptuit
  • Thermo Fisher

Founded/HQ: 

  • 2014; Cambridge, UK

Clarity Quest – Best for: Analyst Relations and National Media

Clarity Quest runs earned media, awards, speaker and analyst relations for healthcare and life-science brands. The agency shows placements in national outlets alongside trade media, and backs PR with content and demand support. Founded in 2001, Clarity Quest maintains US offices in Seattle, Ann Arbor, and Mystic. It is a practical choice when analyst engagement matters. 

Ideal client: 

  • Health-tech, biotech, and medtech teams that value analyst inclusion and tier-one coverage.

Specialization: 

  • Media relations 
  • Speaker and award programs 
  • Analyst engagement 

Client examples: 

  • Fathom
  • NMDP

Founded/HQ: 

  • 2001; US multi-office

FAQ

What should a life science PR agency scope include to be effective?
The scope of work from a life science PR agency varies depending on goals. Some offer fully-integrated content, social, and media planning with integrated dashboards for a premium price – full-service PR, whereas others strictly stick to industry media placements. For publicly traded companies or larger organizations, the fully integrated approach is often an ideal campaign for meeting company goals, whereas most smaller life science companies are more focused on industry publications mentions and pickups.

How fast can a biotech PR campaign produce results?
Trade coverage can arrive within weeks if the story and assets are ready. Top-tier placements usually follow measurable momentum such as clinical data, partnerships, hires, or financing. The pace at which media pickups occur greatly depends on the type of mention, the editorial process, and the newsworthiness of the story.

When is an integrated agency preferable to a PR-only model?
If you expect rebranding, a website rebuild, or sustained demand generation alongside PR, an integrated shop can manage the full mix and show where activities support each other. Integrated PR campaigns can compound brand messaging but can get expensive quickly, so choose this option when budgets allow.

Answer Engine Optimization (AEO): A Strategic Framework for Winning in AI Search in 2025

Posted on by Daniel Lofaso

The bottom line: While AI-driven traffic currently represents less than 1% of overall website traffic, its quality and conversion potential are unprecedented. SEO software leader Ahrefs reports that despite accounting for less than 1% of their total traffic, visitors from AI platforms are their highest converting channel—with a conversion rate exceeding 10%. This document outlines a strategic framework to capitalize on this shift, moving beyond volume metrics to capture highly qualified, high-intent users at the final stages of their decision-making process.

Every marketing team I speak to has heard of Answer Engine Optimization (AEO), but most have no idea how to approach it strategically. They’re stuck in the same mindset that got them ranking in Google—and that’s a problem.

As Klaus-M. Schremser, co-founder of Otterly.AI, puts it:

“Today’s AI-search engines are answering machines rather than search engines. We have to take that into account in our optimization strategies for LLMs and GenAI.”

I wanted to develop this AEO strategy document to give marketing teams a clear, repeatable process for optimizing their brand’s presence within AI answer engines—not just for visibility, but for active recommendation and high-intent traffic.

Table of Contents

Why AEO Matters: The ROI Question

Let’s face it. You have limited marketing budget and a lot of channels competing for it. So why should AEO be a priority?

The TLDR version: AI traffic converts at rates that blow traditional channels out of the water.

While the volume is still small, the quality is unmatched. Here’s what we’re seeing:

  • Ahrefs reports AI traffic as their highest converting channel, despite being less than 1% of total traffic, with conversion rates exceeding 10%.
  • Users who click through from AI are more informed, have done their research, and are ready to make decisions.
  • Early movers have a significant advantage—over 40% of AI professionals are exploring ways to optimize generative AI outputs, but most don’t have a strategy yet.

The shift is already happening. A study by Siege Media found that as AI answers more general questions, traffic to traditional “guide” and “how-to” content has plummeted by -34.7% and -88.3% respectively. AI is eating the top of the funnel. What’s left? High-intent, bottom-of-funnel traffic that’s ready to convert.

Understanding the Landscape: Mentions vs. Citations

Before we dive into strategy, it’s critical to understand the two primary forms of AI visibility—because they represent fundamentally different outcomes and require distinct optimization approaches.

Getting mentioned in LLMs

Mentions occur when a brand, product, or service is named in an AI-generated response without a direct, clickable link. This is a measure of brand recognition and recommendation by the AI itself.

Getting cited in LLMs

Citations, by contrast, are direct, clickable links to a webpage that the AI used as a source for its answer. Citations represent the new currency for driving high-intent traffic from AI.

Here’s the thing: mentions matter more than citations.

Research from BrightEdge shows that ChatGPT mentions brands 3.2 times more often than it cites them. From a user behavior perspective, users are guaranteed to read the AI’s direct answer (where mentions occur) but may not look at or click on the citations, which are often hidden or less prominent. Furthermore, mentions are more stable and less volatile than citations, providing a more consistent signal of brand trust and authority within the AI model.

What Drives Mentions and Citations?

Commercial queries are the primary drivers of both. The same BrightEdge study found that queries with commercial intent—using words like “best,” “deals,” “vs,” “alternatives”—drive 4-8 times more mentions than purely informational queries.

This insight is critical for content strategy. It reinforces the importance of bottom-of-funnel (BOFU) content in the AEO landscape—the same content types we’ve been pushing for years in our SEO-driven content marketing approach.

The 3-Pillar AEO Framework: Our Repeatable Process

At Digital Elevator, we’ve developed a proprietary, outcome-oriented 3-step process for building a defensible AEO strategy. The framework is built around the three fundamental ways that AI models determine brand visibility: through owned content, earned validation, and amplified authority signals.

We call it the 3 P’s: Presence, Prominence, and Propagation.

Pillar 1: Presence (Owned Media Strategy)

Goal: Establish your website as the definitive, authoritative source of truth for your products, services, and market category—directly influencing the information LLMs use.

Why Owned Content Matters

For factual, objective questions, AI models show a strong preference for first-party content. A Yext study of 6.8 million citations found that brand websites were the dominant source (over 40%) for all major AI models when answering objective, unbranded queries.

But here’s where it gets interesting: traditional SEO fundamentals still matter for AEO.

A recent study by Seer Interactive demonstrated a strong correlation (0.65) between organic search ranking and LLM mentions. This means that traditional SEO factors—particularly organic visibility—directly influence AI visibility. Backlinks, however, were found to be relatively neutral and not as relevant.

The Bottom-of-Funnel (BOFU) Shift

AI is accelerating a market shift away from broad, top-of-funnel content. The Siege Media study I mentioned earlier found that as AI answers more general questions, traffic to traditional “guide” and “how-to” content has plummeted. Users who click through are now more informed and have specific, high-intent, BOFU questions.

This is exactly the type of content we’ve been creating for our clients for years—”best,” “vs,” “pricing,” “alternatives” content mixed with strong UI and clear calls-to-action.

Actionable Steps for Pillar 1:

1. Build Your Brand Authority Repository

Create a centralized, internally-validated repository of all critical information about your brand. This serves as the single source of truth that informs all content creation and ensures consistency across platforms.

This repository must include:

  • Detailed product/service capabilities and key differentiators
  • Crucially, a focus on BOFU content: Pricing, detailed comparisons (“vs”), alternatives, integrations, compliance, and support details
  • Ideal Customer Profile (ICP) fit and specific, niche use cases
  • Proprietary data, case studies, and unique insights that cannot be replicated by AI summaries

2. Execute a BOFU-Centric Content Strategy

Based on the principles from the Graphite guide and the OtterlyAI research, create dedicated pages or enhance existing ones to target clusters of high-intent questions. Here are six key optimization principles for owned content:

  • Deliver Meaningful Value, Not Fluff: Prioritize expertise and specificity. Add unique insights, original research, or frameworks. Support content with data and credible sources.
  • Answer Search Intent Quickly and Clearly: Use summary boxes or TL;DR sections. Provide direct answers to common questions. Avoid burying key insights below the fold.
  • Structure Content for Semantic Parsing: Use clear headings (H2/H3) to delineate sections. Follow logical, hierarchical content flow. Include lists, tables, and callouts to break up text.
  • Align Content to Natural Language Queries: Use headings that match user questions (e.g., “What is [Product] pricing?”). Embed concise, relevant answers right below. Avoid keyword stuffing—focus on relevance and clarity.
  • Increase Originality and Authority: Cite your own data or case studies. Include expert commentary or author bios. Build domain authority with internal linking and topical consistency.
  • Optimize Existing Content at Scale: Refresh outdated information. Add missing sections that answer emerging queries. Consolidate thin pages into robust, evergreen resources.

Prioritize “Product Questions”—queries that are likely to result in a product recommendation. Structure content to directly answer these questions in a clear, concise, and easily parsable format for LLMs. Go beyond simple summaries and provide expert-level detail, proprietary data, and unique workflows that an AI cannot replicate.

3. Implement Foundational Technical Best Practices

While extensive technical AEO is not recommended, ensure content is easily crawlable, structured, and semantically rich. Use schema markup where appropriate to clearly define entities and relationships. Maintain strong traditional SEO fundamentals, as organic ranking directly correlates with LLM mentions.

4. Leverage E-E-A-T Signals

AI systems like ChatGPT and Google’s Search Generative Experience (SGE) rely on citations and authority signals to curate trustworthy results. Google has made clear that Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) continue to influence content ranking—now also in the generative layer.

Content that is well-linked internally and externally, features clear authorship and expertise, and provides up-to-date, comprehensive answers is far more likely to be quoted or recommended by AI systems.

Pillar 2: Prominence (Earned Media Strategy)

Goal: Ensure your brand is prominently featured and validated by the third-party sources that AI models trust for subjective and opinion-based queries.

Why Third-Party Validation Matters

When queries become subjective (e.g., “What is the best…?”), AI models shift their reliance to third-party directories and industry-specific sources to gauge consensus and authority.

Understanding where LLMs get their training data helps inform where to focus earned media efforts. Large language models are trained on vast datasets that include Common Crawl (60%), WebText2 (22%), Books (16%), and Wikipedia (3%). Additionally, OpenAI has partnerships with news sites and has licensed Reddit’s user-generated content for LLM training.

Actionable Steps for Pillar 2:

1. Master General Directories

For subjective queries on OpenAI’s ChatGPT, third-party directories are a primary source, peaking at 46.3% for branded subjective questions. Ensure profiles on major platforms are complete, accurate, and consistent with your brand’s authority repository. This includes maintaining up-to-date information on pricing, features, integrations, and customer reviews.

2. Dominate Industry-Specific Platforms

For models like Perplexity, industry-specific directories are key. These niche platforms account for 24% of citations for unbranded subjective queries. Identify and optimize presence on the most authoritative review sites and platforms in your vertical. Actively manage reviews and engage with user feedback to signal ongoing authority and responsiveness.

3. Execute Citation Optimization

Identify the most frequently cited URLs for your target AEO topics and develop a strategy to get your brand mentioned within that content. This is the core of an “earned” AEO strategy.

Use tools that analyze citation sources (based on Perplexity’s “Sources” tab, Google’s SGE snippets, or ChatGPT’s browsing references) to reverse-engineer visibility. This approach allows you to:

  • Identify content currently cited in AI results
  • Spot thematic or structural patterns across cited pages
  • Compare converting vs. non-converting content from AI-driven traffic
  • Map gaps and opportunities for content creation and optimization

4. Secure Wikipedia Presence

Wikipedia is not only a 5x boosted source in LLM training data, but it is also frequently cited by AI models for factual information. For brands that meet Wikipedia’s notability guidelines, establishing and maintaining a well-sourced Wikipedia page is a high-value earned media tactic.

Pillar 3: Propagation (Off-Page Amplification)

Goal: Amplify the signals of trust and authority around owned and earned assets, creating a feedback loop that reinforces your brand’s position within the AI ecosystem.

While direct content is crucial, AI models also weigh broader signals of authority and public discourse. This pillar focuses on influencing the wider web to reinforce the narratives established in Pillars 1 and 2.

Actionable Steps for Pillar 3:

1. Strategic Public Relations

Target PR efforts to secure mentions and links from high-authority news outlets and publications that are frequently cited by AI models. Given that OpenAI has partnerships with news sites and that news content is part of LLM training data, securing coverage in these outlets has a dual benefit: immediate visibility and long-term influence on model training.

2. Community Marketing and Social Validation

Foster conversations and user-generated content on social platforms that validate your brand’s key differentiators and market position. While forums like Reddit account for a small percentage of citations in location-based queries (~2%), they are still valuable for brand commentary and narrative shaping.

Importantly, Reddit’s user-generated content has been licensed for LLM training, making authentic community engagement a long-term investment in AI visibility. Encourage forum participation and thought leadership in relevant online communities. The goal is not just immediate visibility, but to influence the broader corpus of content that AI models learn from.

3. Targeted Advertising

Use paid channels to amplify your best-performing BOFU content, driving user engagement and signaling to AI models that this content is valuable and relevant. While advertising does not directly influence LLM training, it can drive traffic and engagement signals that indirectly boost content authority and visibility.

Next Steps: How to Get Started with AEO

The transition to an AEO-centric world is inevitable, and early movers have a significant advantage. Research shows that over 40% of AI professionals are currently exploring ways to optimize generative AI outputs, but most don’t have a strategy yet.

The strategic imperative is to act now to build a defensible position before the space becomes saturated.

Here’s how to get started:

1. Audit Your Current AEO Footprint

Begin by identifying the most important “Product Questions” and commercial-intent queries for your brand. Use tools that analyze citation sources to understand where your brand currently appears (or doesn’t) in AI-generated responses.

2. Initiate the Brand Authority Repository

Assemble the cross-functional team required to build and validate this central repository of information. This should include product, marketing, sales, and customer success teams to ensure comprehensive and accurate information.

3. Prioritize BOFU Content Creation

Analyze existing content for gaps and create a roadmap for developing the high-intent, comparison, and detail-oriented content that succeeds in the AEO landscape. Focus on content that provides a level of detail and expertise that a general AI summary cannot replicate.

4. Strengthen SEO Fundamentals

Given the strong correlation between organic ranking and LLM mentions, ensure that traditional SEO best practices are in place. This includes technical SEO, on-page optimization, and building domain authority through internal linking and topical consistency.

5. Reverse-Engineer Competitor Visibility

Analyze which competitors are being cited or mentioned in AI responses for target queries. Identify the patterns and sources that drive their visibility, and develop a strategy to match or exceed their presence.

Should You Go In-House or Use an Agency for AEO?

The decision of whether to handle your AEO strategy in-house or hire an agency is a complex one. There are a number of factors to consider, such as your budget, your in-house expertise, and your desired level of control.

If you have a large budget and a team of experienced SEO and content professionals who understand the nuances of AI optimization, you may be able to handle your AEO in-house. However, if you have a limited budget or in-house expertise, you may want to consider hiring an agency for AEO services.

An agency can provide you with several benefits, such as access to expert AEO professionals, access to specialized tools and resources, and a proven track record of success in both traditional SEO and emerging AI channels.

There’s also an opportunity cost to consider. The time it takes to get something to market matters. If an agency can take your AEO strategy to market in half the time it takes an in-house team, consider the impact that can have on your business. Those potentially untapped leads will be further along your sales cycle, and the ROI from investing in an agency will have a significant business impact compared to trying to save money using an in-house team that has a different focus.

As you plan ahead or are getting AEO budgets together, consider the opportunity cost of not launching campaigns quickly and effectively.

References

Graphite. (2025). Ultimate Guide to AEO (Answer Engine Optimization). https://graphite.io/five-percent/aeo-is-the-new-seo

Ahrefs. (2025). AI Traffic Has Increased 9.7x in the Past Year. https://ahrefs.com/blog/ai-traffic-increase/

Yext. (2025). AI Citations, User Locations, & Query Context. https://www.yext.com/research/article/ai-citations-user-locations-query-context#introduction

Conductor. (2025). AI Search Explained: Citations, Mentions & SEO Impact. https://www.conductor.com/academy/ai-search/

BrightEdge. (2025). ChatGPT Brand Mentions vs. Citations: What Triggers Visibility. https://www.brightedge.com/resources/weekly-ai-search-insights/chatgpt-brand-mentions-vs-citations-what-triggers-visibility

Siege Media. (2025). The Clear, Accelerating Shift Toward Bottom-of-Funnel Content. https://www.siegemedia.com/research/blog-ai-content-shift

Seer Interactive (2025). STUDY: What Drives Brand Mentions in AI Answers?
https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers

Otterly.AI. (2025). Generative Engine Optimization (GEO) Guide: How to Win in AI Search. https://otterly.ai

The Best Healthcare Marketing Agencies in 2025

Posted on by Daniel Lofaso

Reaching target audiences, patient privacy, a fragmented media landscape… getting your healthcare company to stand out from the competition has become more challenging than ever. As healthcare marketing continues to evolve, so should your marketing strategy, making the agency you partner with integral to your success.

At Digital Elevator, we’ve been providing healthcare marketing since 2010 and have a significant track record in which 44% of our clients raise funds, exit, or get acquired. That said, we know other healthcare marketing companies bring unique expertise to the industry, and we want to highlight them here. 

Here’s a hand-selected list of some of the best healthcare marketing agencies that specialize in the health and medical industries. 

Note: I’ll define the ideal client by the typical client type the agency works with. A “small business” is defined as a company that makes under $38.5 million annually, and has less than 1,500 employees. “Mid-market enterprise” is $38.5 million to $1 billion in annual revenue, and has 1,500 to 2,000 employees. “Large enterprise” is over $1 billion in revenue with over 2,000 employees.

1. Digital Elevator

With a specialization in B2B healthcare marketing, Digital Elevator is an ideal partner for brands with goals to scale quickly, raise funds, or get acquired. They have a proven track record with SEO-driven content marketing campaigns, paid lead generation, and highly intuitive web design projects with healthcare companies of all sizes. 

Digital Elevator has a reputation for being considerably more budget-friendly than bigger healthcare marketing agencies that target mid-market and enterprise clients and top off the list due to their longevity within the industry at nearly 15 years. Their team has been integral in the scaling and selling of a division of McKesson and other Fortune 500 clients but tends to focus on emerging healthcare brands with aggressive growth goals.

Specialization:

B2B, healthcare website design, lead generation via SEO, PPC, account-based marketing and content marketing

Ideal client:

Small business to mid-market enterprise

Client examples:

McKesson, DuvaSawko, Ventra Health

2. IPG Health

Comprised of over 20 full-service agencies and 18+ specialized agencies, IPG’s team of over 6,500 provides services across digital marketing, communications, data and analytics, and creatives. For innovative and high touchpoint marketing campaigns on a national or international scale, one of IPGs marketing or specialty companies can likely assist in creating something memorable. 

Specialization:

Full-service agency of record (AOR), public relations, market research, healthcare policy

Ideal client:

Large enterprise

Client examples:

Cologuard, AstraZeneca, Lilly

3. Ogilvy Health

Ogilvy Health is a global network that operates in the healthcare marketing and business solutions sector. The organization works with various clients, including pharmaceutical and biotechnology companies, medical centers, insurance providers, government health policy makers, and consumer health and wellness brands. 

Their approach combines local market knowledge with global capabilities, allowing them to address diverse healthcare communication needs. Ogilvy Health’s scope extends beyond traditional health and wellness brands, as they aim to assist various businesses in integrating health-conscious messaging into their branding. The company adapts to different market conditions and project timelines, drawing on their experience across the healthcare industry landscape to develop marketing strategies and business solutions.

Specialization:

Branding, data and analytics, public relations

Ideal client:

Large enterprise

Client examples:

Bristol Myers Squibb, abbvie, Johnson & Johnson

4. Healthcare Success

Healthcare Success is a specialized marketing and advertising agency that focuses exclusively on the healthcare sector. The company offers a comprehensive range of services designed to assist healthcare organizations in patient acquisition, brand enhancement, and professional outreach. 

Their client base is diverse within the healthcare industry, encompassing hospitals and health systems, multi-location medical practices, addiction treatment centers, long-term care facilities, pharmaceutical and biotechnology companies, medical device manufacturers and private equity firms in the healthcare space. By concentrating solely on healthcare, Healthcare Success aims to provide targeted marketing solutions that address the unique challenges and regulatory environment of the medical field.

Specialization:

Patient acquisition, digital marketing, marketing AOR

Ideal client:

Small business

Client examples:

Texas Endovascular, SynergenX, Pomona Valley Health Centers

5. Cardinal Digital Marketing

Cardinal Digital Marketing is a healthcare-focused digital marketing agency with over ten years of experience in the field. The company specializes in developing marketing solutions for multi-site healthcare groups, with an emphasis on HIPAA compliance to address the privacy concerns inherent in healthcare marketing. Their services encompass patient acquisition strategies, digital transformation initiatives, and brand creative development.

Cardinal Digital Marketing’s strategies are designed to be highly targeted and measurable, aligning with the specific performance metrics and parameters set by their healthcare clients. The company positions itself as a partner for healthcare organizations seeking growth through digital marketing channels while maintaining regulatory compliance.

Specialization:

Multi-site healthcare groups, patient acquisition, digital transformation

Ideal client:

Small business to mid-market enterprise

Client examples:

ATI Physical Therapy, greater good health, Southern Veterinary Partners

6. PatientGain

PatientGain helps healthcare and medical practices acquire new patients. Unlike other providers on this list, their services are packaged-based, allowing their customers to choose the level of service that suits their requirements and budget.

Using a mix of online and offline marketing strategies, PatientGain offers a price-friendly service that commoditizes the marketing experience. From prepackaged services to individualized services, medical groups can order digital marketing, chatbots, social posts, marketing emails, SMS alerts and more from this budget provider.

Specialization:

A la carte and pre-packaged digital marketing services

Ideal client:

Small business

Client examples:

None listed

Healthcare Marketing with Digital Elevator

Healthcare marketing success is accomplished by understanding customer journeys, buying cycles, and consumer psychology and meeting these prospects during the various stages of discovery.

At Digital Elevator, we create marketing strategies specialized for B2B healthcare brands that require multichannel touchpoints accomplished from search engines, paid ads, social platforms, and amazing websites. To discuss how we can help you, contact us today.

The 7 Best AI SEO Agencies in 2025

Posted on by Daniel Lofaso

AI-powered platforms like Google AI Overviews, ChatGPT, and Perplexity are increasingly becoming the go-to sources for answers, and brands that fail to adapt risk becoming invisible.

While traditional SEO has been correlated with mentions in these tools, the following agencies have shown a particular knack for capitalizing on the emerging factors related to AI SEO. While this is our list, we are particularly keen on the leaders in the AI SEO space, the brands with legit case studies and credibility, or those that are on the thought leadership front that own or work at these agencies.

In this article, we’ll explore the top agencies that are pioneering this new frontier and helping brands like yours thrive in the age of AI.

Table of Contents

1. Digital Elevator – Best for SMBs

Digital Elevator is a marketing agency known for its work in biotech, healthcare, and eCommerce that has embraced the power of AI to deliver exceptional results for its clients. Their focus on SEO, LLM optimization, and content marketing helps clients increase their visibility in both traditional and generative search. 

With nearly 15 years of experience, including Fortune 500 work, the agency focuses on high-growth, small to mid-market companies, providing content strategy, competitive intelligence, SEO and AI optimization, bottom-funnel content marketing, PR, and UX/UI design.

Specialization:

  • AI Search Optimization
  • LLM Optimization
  • SEO-Driven Growth Consulting
  • Content Strategy & Creation
  • AI Competitive Intelligence

Ideal client:

  • Small businesses to mid-market enterprise

Client examples:

  • McKesson
  • Champions Oncology
  • Waters Corp
  • Harmonic
  • DuvaSawko

2. Notebook Agency – Best for SaaS

Notebook Agency is a results-driven SEO and LLM optimization agency that helps businesses attract qualified traffic and maximize growth with AI-powered strategies. They are focused on positioning brands as the preferred solution when enterprise buyers consult LLMs like Google AI Mode and ChatGPT. Their Truth Alignment Framework™ is designed to make your brand AI’s recommendation, not just another option.

Specialization:

  • AI Search Optimization
  • SEO-Driven Growth Consulting
  • Content Strategy & Creation
  • Technical SEO Optimization
  • Link Building & Digital PR

Ideal client:

  • B2B SaaS companies

Client examples:

  • Signaturely
  • Bonsai
  • CryptoWallet
  • CarPages.ca
  • BorderPass

3. Siege Media – Best for Enterprise Content

Siege Media is a content marketing agency that has adapted its approach for the generative era. They build GEO, SEO, and content strategies that drive compounding growth for B2B and B2C enterprise brands. Their strategies ensure that content shows up where people are searching, whether it’s Google, ChatGPT, Perplexity, or other LLMs. This means stronger visibility, more qualified traffic, and long-term SEO resilience.

Specialization:

  • Generative Experience Optimization (GEO)
  • SEO & Content Strategy
  • Content Creation & Promotion
  • Link Building & Digital PR

Ideal client:

  • Enterprise brands (B2B & B2C)

Client examples:

  • Instacart
  • Figma
  • Zoom

4. First Page Sage – Best for Complex Industries

First Page Sage is a pioneering agency in the field of GEO, with a strong focus on B2B companies. They have written extensively about the newly developed marketing channel, from their initial research study on generative AI recommendation algorithms to the first published guide to GEO strategy. Their comprehensive approach covers every aspect of optimizing for ChatGPT and other generative AI engines.

Specialization:

  • Generative B2B SEO Strategy
  • Thought Leadership & Topical Authority
  • Content Structure & Semantic Depth
  • Credibility Indicators for AI Models

Ideal client:

  • B2B companies in complex fields (SaaS, medtech, manufacturing)

Client examples:

  • Salesforce
  • Logitech
  • Verizon

5. Intero Digital – Best for Large Content Libraries

Intero Digital takes a technical approach to GEO, providing clients with website optimizations that increase their page visibility in generative engines. Their proprietary crawler simulation, InteroBOT®, mimics how generative engines and traditional crawlers evaluate content, helping to surface issues that limit discoverability. This approach is particularly effective for brands with large content libraries that want to improve visibility on platforms like ChatGPT and Perplexity.

Specialization:

  • Technical Optimization for GEO
  • Full-Funnel Marketing Services
  • Website Development
  • Content Marketing

Ideal client:

  • Enterprise clients with large content libraries

Client examples:

  • Tamron
  • Quantum Health
  • Arizona Technology Council
  • Zayo

6. iPullRank – Best for Complex Websites

iPullRank focuses on enterprise-level technical SEO, with deep experience in JavaScript rendering, log file analysis, and large-scale site architecture. Their process is built to ensure that both search engines and generative platforms can crawl and interpret complex content structures without friction. Generative optimization is part of their core workflow, with audits that include analysis of how AI systems access and evaluate content strategy.

Specialization:

  • Enterprise-Level Technical SEO
  • Generative AI Adoption
  • JavaScript Rendering & Log File Analysis
  • Large-Scale Site Architecture

Ideal client:

  • Enterprise websites with complex content structures

Client examples:

  • American Express
  • Citi

7. Go Fish Digital – Best for Data-driven Marketing

Go Fish Digital is one of the most advanced agencies in the GEO space, with a team recognized for its unmatched ability to analyze and apply Google patents directly to client strategies. They use custom-built technology with backtested results to identify exactly where and how a brand can increase its inclusion in AI-generated answers. Their approach is deeply rooted in understanding how AI systems retrieve and prioritize content, and then building tactical plans to influence those systems in measurable ways.

Specialization:

  • Patent-Based GEO Strategies
  • Custom-Built AI SEO Technology
  • Semantic Content Audits
  • AI Overview Analysis

Ideal client:

  • High-profile brands seeking a data-science approach to GEO

Client examples:

  • GEICO
  • About Amazon
  • Wayfair
  • Jelly Belly

Guide to Working with an AI SEO Agency

Choosing the right AI SEO agency is crucial for navigating the evolving search landscape. Here are some key considerations to help you make an informed decision:

  • Proven AI SEO Expertise: Look for agencies with a track record of success in ranking clients in AI Overviews and other generative search platforms. Ask for case studies and data to back up their claims.
  • Technical Capabilities: A top AI SEO agency should have a deep understanding of large language models (LLMs), semantic search, and the technical aspects of optimizing for AI. They should be able to explain their methodologies in a clear and concise way.
  • Custom Technology: Inquire about any proprietary tools or platforms they use for AI SEO. Custom technology can be a sign of a forward-thinking agency that is invested in staying ahead of the curve.
  • Strategic Approach: The agency should have a strategic, data-driven approach to AI SEO that aligns with your business goals. They should be able to create a customized strategy that is tailored to your specific needs and target audience.
  • Thought Leadership: Look for an agency that is actively contributing to the conversation around AI SEO. This can be a sign that they are passionate about what they do and are committed to staying up-to-date on the latest trends and best practices.

If you’re an small-to-medium enterprise and are looking for an AI SEO partner, contact Digital Elevator today.

Medical Device SEO Strategies: A Comprehensive Guide for 2025

Posted on by Daniel Lofaso

Medical devices are an essential part of modern healthcare. Companies that design, manufacture, or distribute these products often look for ways to reach healthcare professionals, procurement teams, and patients online. Search engine optimization, or SEO, is one method used to connect medical device providers with these audiences.

Medical device SEO is different from general SEO because it is shaped by strict regulations and unique industry language. Understanding these differences is important for anyone managing a medical device website or working with a medical device SEO agency.

This guide explains the main ideas behind medical device SEO and how it works in the context of the industry.

Table of Contents

Understanding Medical Device SEO

Medical device SEO is the process of optimizing websites related to medical devices so they appear higher in search engine results for relevant keywords. Unlike general SEO, this specialized approach involves extra steps to meet industry regulations and compliance standards.

The main challenge is balancing marketing goals with requirements set by regulatory bodies like the FDA or EMA. Websites must accurately describe products, avoid misleading claims, and include important safety information. A medical device SEO agency often works with legal and regulatory teams to ensure all content aligns with these rules.

Medical device SEO also involves understanding the terminology used by healthcare professionals, buyers, and patients. Keyword targeting often includes technical product names, catalog numbers, and clinical applications. A medical supplies SEO company researches how different audiences search for products and adjusts website content accordingly.

Key differences from general SEO include:

  • Regulatory compliance: All content must follow FDA, CE marking, and other regulatory guidelines
  • Technical terminology: Keywords include specific device classifications, clinical applications, and compliance terms
  • Specialized audiences: Content targets healthcare professionals, procurement teams, and clinical decision-makers
  • Evidence-based claims: All product statements require documentation and substantiation

How Medical Device SEO Influences Buyer Journeys

Healthcare professionals and procurement teams often begin their search for medical devices online. Most decision-makers review several options before making contact with a company, and products that appear on the first page of search results receive the most attention.

The typical buyer journey for medical devices consists of several stages. During the awareness stage, buyers learn about new devices or technologies through search engines and educational content. In the consideration phase, they compare features, technical specifications, and compliance information across multiple providers.

The evaluation stage involves reviewing detailed product information, case studies, and regulatory documentation before final selection. Finally, during procurement, purchasing teams or clinicians initiate contact, request demos, or seek formal quotes.

SEO influences each stage by making information easy to find and navigate. A medical supply SEO company organizes website content so buyers encounter relevant resources at each step. This approach helps buyers progress from initial discovery to final purchase with confidence in the accuracy and compliance of information presented.

Key Steps to Build an Effective Medical Device SEO Strategy

A systematic approach in medical device SEO ensures reliable results. Each step addresses how search engines evaluate and rank medical device websites.

Identify High-Intent Keywords

Keyword identification involves finding the exact terms that healthcare professionals and procurement teams use when searching for medical devices. These terms are often based on technical specifications, regulatory requirements, and clinical applications.

Effective keyword categories include:

  • Product-specific terms: “continuous glucose monitoring systems” or “laparoscopic surgical instruments”
  • Clinical application terms: “minimally invasive cardiac devices” or “orthopedic imaging equipment”
  • Regulatory terms: “FDA-approved ventilators” or “CE-marked diagnostic devices”
  • Problem-solution terms: “reducing surgical site infections” or “improving patient monitoring accuracy”

High-intent keywords typically include device classifications (Class II, Class III), specific clinical uses, and regulatory status. These terms convert better than broad keywords because they target users closer to making purchasing decisions.

When conducting a keyword strategy, Digital Elevator uses factors such as keyword volume, keyword difficulty, and search intent to formalize our optimizations. Note that pages can target dozens, sometimes 100s, of keywords, and these can be identified in the keyword research phase. These secondary keywords are often infused into subsections to ensure a fully optimized page that is given the best chance to rank for as many relevant keywords as possible.

We’ll generally start with the optimization of product pages, a process called “product page SEO,” as these pages have the highest commercial intent and are what we call your “money-making pages.”

Develop Compliant Content

Content for medical device websites follows regulatory guidelines. The information must be accurate, reviewed, and supported by evidence. Compliance-focused strategies include establishing a medical review process for all content and documenting substantiation for product claims.

Content includes disclaimers about intended use and regulatory information. Only terminology approved by regulatory bodies appears on the site, avoiding unauthorized claims about “curing” or “treating” conditions unless specifically cleared for those indications.

Effective content formats include:

  • Clinical case studies: Demonstrate device usage and real-world outcomes
  • Technical white papers: Present data and analysis on device performance
  • Product specification pages: List features, technical data, and compatibility information
  • Regulatory guidance resources: Help customers navigate compliance requirements
  • Educational content: Videos and webinars showing proper device operation

As it relates to SEO and keyword volume, educational pages generally have the most potential for search traffic. During a content strategy phase, the types of content that will be created will be siloed accordingly. While content like case studies and technical articles are great and recommended for sales enablement content, SEO content works best when it is focused on bottom funnel content (content that targets searches closest to a purchase decision) that is steeped in search volume.

For example, a resource on “best CPAP machines” is an effective SEO-driven content idea that targets searchers who are likely closer to the buying stage of their research. Best, versus, alternative, calculators, and tools are great ideas to look for for this type of bottom funnel SEO-driven content.

Strengthen Your Link Profile

Links from credible sources indicate trustworthiness to search engines. In the medical device industry, link quality dramatically outweighs quantity. A single backlink from a respected medical journal provides more SEO value than dozens of links from general websites.

Effective link-building strategies focus on:

  • Original research: Publishing clinical studies or technical analyses that healthcare professionals reference
  • Thought leadership: Creating authoritative content on emerging technologies that naturally attracts citations
  • Industry participation: Presenting at medical conferences with published proceedings
  • Strategic partnerships: Collaborating with healthcare institutions or complementary technology companies
  • Professional associations: Maintaining active memberships in relevant industry organizations

A medical device SEO agency focuses on acquiring links from healthcare directories, medical journals, hospital systems, and educational institutions.

Domain level links and page level links may be part of the strategy. For example, a medical journal is likely to provide a link to your homepage, while a comparison guide may fetch links from smaller, healthcare sites. Domain level links tend to increase brand equity as a whole, whereas page level links help to increase the rankings of the specific keyword targets of that page.

Optimize On-Page Elements

On-page optimization involves structuring each webpage with clear, accurate, and keyword-relevant information. Key techniques include writing title tags that include the specific device category, functionality, and brand name.

Meta descriptions highlight key benefits and regulatory status. Headers (H1, H2, H3) create logical organization throughout the page. Images include descriptive alt text that explains what the image shows, and schema markup helps search engines understand product specifications and regulatory status.

Internal links connect related products, compatible accessories, and supporting clinical evidence with contextual anchor text. This structure helps both users and search engines understand the relationships between different products and resources.

Navigating Compliance and Regulatory Requirements

Medical device websites follow specific rules set by agencies like the FDA and CE marking authorities. These rules impact how information is written, displayed, and promoted online. Every claim about a device’s use, safety, and effectiveness requires accuracy and must follow official guidelines.

SEO content for medical devices avoids language that promises results not supported by evidence or regulatory approval. Content includes required disclaimers about intended use and warnings related to the device. Companies document all claims and keep references for every statement on their website.

Websites display regulatory marks like FDA clearance or CE marking according to specific guidelines. Information about device classes, approval numbers, and compliance status appears clearly on product pages.

Essential compliance considerations include:

  • Approved claims only: Product descriptions stick to cleared or approved uses and indications
  • Required disclaimers: Safety information and warnings appear on relevant pages
  • Documented evidence: Clinical data and references support all product statements
  • Regulatory marks: FDA, CE, and other certifications display with accurate classification numbers
  • Content review: Medical, legal, or regulatory teams approve content before publication

Technical Factors and Core Web Vitals

Technical SEO ensures websites are easy for users and search engines to access and understand. Medical device websites often contain detailed documentation, regulatory content, and complex resources that can affect performance.

Core Web Vitals are specific factors measured by Google that reflect user experience, focusing on load time, interactivity, and visual stability. These metrics directly impact search rankings.

Page speed is the time it takes for a website to load and become usable. Medical device sites with technical documentation, high-resolution images, and downloadable content can experience slow load times. Faster websites help users find information quickly and prevent frustration.

Mobile optimization ensures websites work well on smartphones and tablets since healthcare professionals often access device information on the go. Responsive design adapts the website layout to fit different screen sizes, making it easier to read technical product information.

Security protocols like HTTPS encrypt information sent between a user’s browser and a website. Google considers HTTPS a ranking factor and marks sites without it as “Not Secure.” Secure websites help protect user data and maintain trust with healthcare professionals.

Selecting a Medical Device SEO Agency

Choosing a medical device SEO agency involves evaluating expertise, technical skills, and performance with similar clients. Agencies with healthcare experience understand medical device regulations, terminology, and compliance issues.

When evaluating agencies, look for experience with medical device or healthcare SEO projects, familiarity with FDA or CE regulatory frameworks, and team members with healthcare or scientific backgrounds. Case studies involving technical products or regulated industries demonstrate relevant experience.

Past results with similar clients help assess potential performance. Request metrics like organic traffic growth for medical device websites, rankings for industry-specific keywords, and lead generation from SEO campaigns. Examples of content that passed regulatory review demonstrate understanding of compliance requirements.

Measuring Medical Device SEO Success

Measuring SEO results involves tracking specific data points that show how people find and use the site. These metrics identify which SEO activities lead to more visitors, leads, and sales.

Organic leads come from people who visit a website by clicking a search engine result, not from paid ads. Tracking involves setting up conversion goals in analytics platforms to record actions like contact form submissions, demo requests, or downloads of technical documents.

Keyword tracking observes where website pages appear in search engine results for specific search terms. Tools like Google Search Console, SEMrush, or Ahrefs check keyword positions and track changes over time.

Analytics dashboards present key data in one place for easy review. These dashboards connect Google Analytics, Search Console, and CRM systems for unified reporting. Key performance indicators for medical device SEO include organic traffic by device category, conversion rates from organic sessions, and growth in backlinks from healthcare domains.

FAQs About Medical Device SEO

How long does medical device SEO take to show measurable results?

Most medical device companies see improvements in search visibility within 3 to 6 months, with significant lead generation results appearing after 6 to 9 months of consistent optimization.

What makes medical device SEO different from standard healthcare SEO?

Medical device SEO requires specialized knowledge of product certification, technical specifications, and procurement processes that standard healthcare SEO typically doesn’t address in depth.

How much should medical device companies expect to invest in professional SEO services?

Medical device SEO pricing depends on market competitiveness, product complexity, and optimization scope, with specialized agencies typically charging premium rates for regulatory expertise.

Next Steps

If you are a medical device company looking to get more search engine exposure for your brand and products, reach out to Digital Elevator today.

Biotech PR Strategy: Turn Innovation into News

Posted on by Daniel Lofaso

Effective public relations (PR) is crucial for the success of an emerging biotechnology company, with interesting insights and news to share within the industry. The promotion of this news, however, must be approached with care and is an integral part of a biotech public relations strategy, whether in-house or working with a biotech marketing agency like Digital Elevator.

Often, young biotech companies are eager to promote their brand and rush into PR without proper planning, which can have negative consequences. However, if done thoughtfully, PR can be a powerful tool to enhance a company’s reputation. 

The key to success is careful planning and the creation of a strategic PR plan that is supported by senior management. This approach can help companies avoid mistakes and achieve their desired outcomes.

Craft Your Message Around Your Target Audience

When it comes to PR, the primary objective of most emerging biotechnology companies is to increase visibility. However, this goal must be more specific to be effective. 

It’s essential for a company to identify its target audience and tailor its message to meet the specific needs of that audience. Biotechnology companies communicate with several audiences, including investors, potential partners, employees, the general public, and the media.

Investors are essential during all stages of a biotech company’s development, and they want to see progress in technology, management credibility, and investment in core technologies. The biotech investor audience is sophisticated and gathers information from various sources, including the trade press, financial press, websites, analyst reports, and conferences.

Biotech companies rely heavily on partnerships and collaborations for growth. Prospective partners look for innovative and effective tools, technologies, and complementary expertise in specific therapeutic areas. Companies need to differentiate themselves from competitors and build their profile to stand out from the competition.

A company’s employees are crucial to its success, and being well-known can make it easier to recruit and retain top talent. Employees want to work for a reputable organization that is respected in its field, so PR can help a company establish its name and reputation.

To further illustrate the importance of company reputation, I can share an example of a friend of mine who was being headhunted for a job at a successful biotech company. He told me he looked into the company online and was initially hesitant to accept an interview given the poor exposure the company had from previous employees. While he eventually accepted the position after learning of the new management, the public appearance proved to be a hindrance to his recruitment.

The general public’s perception of biotechnology is critical, as it affects the industry’s success. Companies need to consider the public’s concerns when planning PR campaigns and make sure their messaging is accessible to a non-scientific audience.

The media plays a vital role in shaping public perception, so it’s crucial to build relationships with key journalists, or work with biotech PR firms that have built-in relationships. 

Companies should take the time to explain their technology and business models, and ensure that the media accurately represents their messages. By doing so, they can avoid negative coverage and ensure that opinion leaders understand their business.

For successful PR, companies should ensure that all their communication efforts use the same themes and messages. This approach creates a consistent and coordinated face for the company, regardless of whether investor relations, PR, or marketing delivers the message. 

For young companies, the same team often handles all three, resulting in a highly effective and integrated communication strategy. However, for more mature companies, integration can be more challenging.

Consider Media Training to Understand What Journalists Want

At first, companies may feel nervous about sharing their news with the world, but as they become more familiar with the process, it can be an exciting and enjoyable experience. 

However, senior management is often particularly afraid of the media, likely due to seeing their peers suffer negative consequences from press coverage. As a solution, media training is recommended for all company spokespeople.

Media training is not just about memorizing scripted responses or avoiding difficult questions, as some people might assume. Rather, it is an opportunity to gain a deeper understanding of how the media works and what journalists seek from an interview. 

Most journalists are not trying to trap companies into saying something regrettable; they are simply looking for a story to publish. A good PR consultant can help by preparing the company spokesperson for the likely angle of the journalist and ensuring that the reporter gets the most appropriate story for their publication. 

By doing so, the interview is more likely to proceed smoothly and meet the expectations of both parties.

Plan for Ongoing Communication to Stay Visible

When determining when to begin a PR campaign, a young company must consider their communication objectives, such as raising funds, finding partners, or recruiting new staff, and the potential news flow over a certain period. 

One mistake made by many new companies is communicating “in isolation,” where they make one announcement and then remain silent for an extended period of time. This is not an effective use of their resources. 

Once the optimal time to start communicating has been identified, it is crucial for a company to maintain a steady stream of news to stay visible and avoid being drowned out by competitors.

A private company has more freedom to time its communications for maximum impact, which should be appreciated and used advantageously when compared to that of publicly-traded companies. 

For example, many biotechnology companies are eager to go public without considering the restrictions that come with it. Regardless of the market, anything that could affect the share price must be publicly disclosed immediately. This can be disadvantageous for the company and may force them to communicate with investors during less favorable times.

To develop a communication plan, a news flow and events calendar are essential tools. The calendar should include potential news announcements, financial reporting dates, planned patents and scientific publications, conference attendance and presentations, business travel for senior management, and corporate events. 

Each event should be evaluated for its potential to communicate the company’s message effectively. This exercise helps to identify patterns of high and low activity and pinpoint the best PR opportunities during a specific period.

Publication Considerations Across Peer-reviewed Vs Press Release Channels

Biotechnology companies are a source of innovative ideas and scientific breakthroughs. The ability to showcase new discoveries is essential to a company’s success, but sharing sensitive research through peer-reviewed channels poses risks to intellectual property. 

Companies are concerned about losing control over the timing and amount of detailed information released in publications. To overcome this, companies often opt to release news via press releases, allowing for complete control over information dissemination.

However, the use of press releases has its risks. Companies can be tempted to overstate facts, which can backfire and harm their reputation. In addition, some audiences remain skeptical of research that has not been peer-reviewed. 

Investors and journalists have been misled in the past by early promising results that failed to hold up in later studies. The potential damage of an announcement backfiring must be weighed against the perceived benefits.

Even if the news is truly sensational, the glory for the company can be fleeting. Fair-weather media supporters will be quick to criticize a company at the slightest hint of controversy. 

The effect of press releases on a company’s scientific reputation among peers is also a concern. Collaborators and external scientists may resent not having access to information that could advance their own research. Using non-peer-reviewed data to boost a company’s reputation can be seen as compromising scientific integrity. 

Lastly, pre-publication of scientific data by press release can compromise the novelty of a company’s work when submitted to top-tier scientific publications.

Working With PR Consultants

Start-up biotechnology companies often have varying levels of understanding when it comes to the function of public relations (PR), which can depend on the collective experience of their management team. 

In cases where the founding scientist is new to commercial ventures, their understanding of PR might also be underdeveloped. In such situations, it may take years for someone with significant commercial experience to join the management team and provide their expertise.

At this early stage, the company must decide whether to handle PR in-house or seek the advice of a consultant. If the company decides to proceed with formal PR, it will need to weigh the merits of both options and find the right balance between them. 

Access to senior management is crucial for a consultant to perform their work, while an internal person may have a better understanding of the technology and business strategy. However, an external PR consultancy can provide invaluable experience, industry contacts, and ensure that the company’s message is effectively communicated to the public, not to mention coming in at a price point that is more approachable than an in-house, full-time employee.

Biotechnology, with its complex science and growing public awareness, requires good-quality PR to communicate positive messages and avoid potential misunderstandings. Effective planning, strategy, messaging, and positioning are all critical elements of the process, and the best consultancies are those that review their client’s business and requirements through open and honest discussion to determine how best to handle PR.

If you are interested in working with a PR agency that specializes in life science and biotech, reach out to Digital Elevator today to learn about our approach.

preloader