Getting coverage in specialized media remains one of the main goals of many B2B startups. However, a frequent mistake is to assume that all technology and digital health media look for the same stories. As a result, companies send exactly the same release or pitch to dozens of newsrooms and, after receiving few or no responses, conclude that the media “are not interested”.
In reality, the problem usually lies in the communication strategy. Every editorial outlet has an audience, a thematic line and its own criteria for selecting the stories it publishes. Understanding those differences can mark the distance between an ignored email and an opportunity to position the company as a reference in its industry.
One pitch will hardly work for all media
Journalists receive dozens —even hundreds— of publication proposals every week. According to Cision’s State of the Media Report, one of the factors journalists value most is receiving information relevant to their outlet’s specific audience and avoiding mass releases that don’t consider their editorial line.
This means that the same message sent identically to all contacts rarely gets good results.
A media outlet specialized in tech business will probably look for stories related to investment, scalability or business innovation. In contrast, a publication focused on digital health may give more priority to clinical impact, technology adoption by medical institutions, health regulation or benefits for patients and healthcare professionals.
Specialized media look for different angles
One of the most common mistakes in public relations strategies is thinking that the product is the news.
In reality, journalists usually look for the context behind the innovation.
For example, if a startup develops an AI-based platform for hospitals, different outlets could approach the story from completely different perspectives:
- A technology outlet may focus on the technological development, the business model or the investment received.
- A digital health outlet will probably analyze how the solution improves clinical processes, reduces care times or facilitates medical decision-making.
- A business outlet might center on the company’s growth, regional expansion or the size of the market.
The story is the same, but the editorial angle changes.
What kinds of stories tend to interest technology and digital health media?
Although each newsroom has its own criteria, there are topics that frequently spark interest among media specialized in these sectors.
Among them are:
- Innovations with proven impact.
- Use cases in hospitals, clinics or healthcare institutions.
- Results derived from the use of artificial intelligence, data analysis or automation.
- Trends in the healthtech and medtech ecosystem.
- New digital healthcare models.
- Original studies backed by data.
- Strategic alliances that transform healthcare processes.
In contrast, announcements focused only on a product launch, internal company changes or overly commercial messages tend to have less chance of becoming a news story.
Knowing the editorial agenda is as important as knowing the customer
Before contacting a journalist, it is advisable to analyze what kind of content the outlet publishes.
Some questions can guide that process:
- What topics appear most often?
- Do they publish interviews, analyses or short items?
- What kinds of sources do they usually cite?
- What indicators or data do they use to back up their stories?
- What is the profile of their readers?
Answering these questions makes it possible to adapt the pitch to show why a story adds value for that specific audience.
Mexican media that usually cover technology, innovation and digital health
Mexico has various specialized media that publish information related to technological innovation, digital transformation, entrepreneurship and, in some cases, digital health.
Among the best known are:
- WIRED en Español, which covers innovation, artificial intelligence, science and technology.
- Expansión, especially in its technology, business and innovation sections.
- Forbes México, where stories on entrepreneurship, investment and business transformation are frequently published.
- El Economista, which covers innovation, business and the digital economy.
- Techla, focused on the technology ecosystem and startups in Latin America.
- Contexto, specialized in entrepreneurship, venture capital and Latin American startups.
- Saludiario, a media outlet aimed at healthcare professionals that publishes information on medical technology, innovation and health policy.
- Healthcare Digital and other international media can also represent opportunities for Mexican companies with regional operations.
However, appearing in any of these spaces depends less on the company’s size and more on the ability to present a story aligned with the outlet’s editorial agenda.
A startup’s authority also influences journalists’ interest
Today, public relations no longer begins when a press release is sent.
Before answering an email, many journalists research the company, review its website, look up information about its executives and check whether it has a track record in other media.
An organization that publishes studies, shares trend analyses, takes part in industry events and maintains a consistent digital presence conveys greater credibility than one whose only communication happens when it wants to announce a launch.
That is why building reputation and thought leadership becomes an asset that strengthens any media strategy.
How to increase the chances of getting editorial coverage
Today, B2B startups can significantly improve their results in public relations if they incorporate some key practices:
1. Research each outlet before sending a pitch
Understanding the editorial line makes it possible to identify the right angle for the story.
2. Adapt the message for each newsroom
The same announcement can become different stories depending on the outlet’s interest.
3. Back up the information with data
Journalists value verifiable figures, original studies, market trends and evidence that provides context.
4. Prioritize the problem over the product
Stories that explain how an innovation solves a relevant challenge usually generate more editorial interest than those centered only on a solution’s features.
5. Build reputation consistently
Media coverage is more effective when it is part of an ongoing corporate communication strategy rather than isolated actions.
A good story needs the right outlet
Getting coverage in specialized media does not depend only on having a relevant innovation. It also requires understanding how newsrooms work, what stories they look for and how each publication adds value for its audience.
For B2B startups in the technology and digital health sector, adapting the message to each outlet represents a competitive advantage that can translate into greater visibility, reputation and business opportunities.
At Altavoz Comunicaciones we help technology, health and innovation companies develop public relations strategies based on editorial intelligence, leadership building and content aligned with each outlet’s needs, to turn relevant stories into long-term positioning.
