In 2026, health, care and medicine are among the subjects newsrooms reliably make room for, from advice columns in local papers to the debate on weight-loss drugs. Companies in dentistry, care, animal health or digital health earn credible coverage when they offer expertise rather than advertising. Our work with healthcare companies in Germany and Austria shows how it is done.
Why do health stories get so much media space?
Health affects everyone, and it is deeply personal. That makes it ideal material for service journalism that genuinely helps readers. On top of that come big social questions that editors follow for months: an ageing society, the shortage of care workers, new treatments and what they cost. In our daily work with journalists we also see subjects that were long considered private or embarrassing finally being discussed openly. Menopause, sleep problems and weight now feature in business sections, women’s magazines and on the radio. Care remains a constant theme too. Anyone who can explain how skilled staff are recruited, trained and retained is answering a question that families, hospitals and politicians all care about.
And health does not stop with people. In many households, dogs, cats and horses are part of the family, and their diet and care interest consumer titles just as much as specialist portals.
What makes healthcare PR credible?
No field punishes exaggeration quite like health. Journalists check carefully, and the legal limits are tight, from the EU Health Claims Regulation to Germany’s law on advertising in the healthcare sector. A company earns credibility through people with real expertise, statements that can be backed up and respect for other treatments. Leave out the promises of a cure, explain instead, and you win the trust of journalists and readers.
It also helps to think about two audiences at once. Many health companies need to reach patients and the professionals who treat or advise them. A medical device, for instance, needs the people who use it as much as the practices that recommend it. That calls for two tones of voice, an approachable one for consumer media and a precise one for trade titles, carrying one shared message.
Five routes into health coverage
See it through the eyes of those affected
Editors care less about a product than about the problem it solves. Tell a health story from the perspective of the people living with it, as a strain on sleep, work, family or relationships and as something that can be tackled, and you will find a way into women’s magazines, regional papers and radio. Patient stories told honestly and without miracle claims are among the strongest formats there are.
Find the topic few people can speak to with authority
In many health markets everyone talks about the same old favourites. The attention goes to those who pick a niche topic that needs explaining and make it easy to understand. A little-known nutrient, an underestimated condition, a blood value hardly anyone understands: these are exactly the subjects advice editors are looking for, and exactly where they need experts who can translate studies into everyday language.
Translate health into the language of business
Many health topics have an economic side. Sick days, staff shortages in care, the cost of chronic illness and what employers can do for older workers are all of great interest to business and HR media. Our work with care providers and health experts has shown us that this approach opens doors that stay closed to a pure health announcement.
Work with the calendar
Allergies in spring, heat in summer, immunity in autumn, plus an awareness day for almost every condition. An editorial plan that pairs seasonal health questions with your own expertise creates a dependable rhythm. The advantage is that editors plan seasonal topics early, so if you deliver on time, you make the issue. That applies to human medicine and animal health alike.
Let doctors do the talking
Medical spokespeople open doors that stay closed to marketing. A guest article by a doctor who explains a condition calmly and challenges prejudice is often published as an opinion piece and picked up by further titles. Pharmacists, vets and therapists can be just as effective, as long as they explain rather than sell.
“Health editors are looking for people who can explain something without trying to sell it. When a company takes that attitude seriously, a surprising number of doors open, from regional radio to national daily papers.” Miriam Günther, Head of the Berlin office, Fullstop PR
Wondering which health stories your company has to tell? Our free PR analysis will show you.
Frequently asked questions
What is healthcare PR?
Healthcare PR is media relations and public communication for companies in medicine, care, pharmaceuticals, supplements, animal health and digital health. It relies on expertise, education and credible spokespeople rather than advertising messages.
What can companies promise in health communication?
Very little. Health-related claims are governed by the EU Health Claims Regulation and, in Germany, additionally by the Heilmittelwerbegesetz on advertising in healthcare. Promises of a cure are off limits, and statements should be verifiable and checked in advance.
Which media matter most for health companies?
It depends on the audience. Consumer and women’s magazines, regional papers and radio reach patients, while trade media reach doctors, pharmacies and practices. Business media matter when health is framed as an employer or cost issue.
