3 Reasons Trade Media Strengthens Your Healthcare PR Strategy

By Ellie Quinn

In today’s crowded media landscape, a smart healthcare PR strategy involves more than chasing tier-1 headlines, which are more competitive than ever. Matter Account Manager, Rachel Peck, recently broke this down in a blog post, if you missed it, you can check it out here!

But while top-tier placements might be harder to land, that doesn’t mean your earned media strategy should take a back seat. In fact, trade publications are often the unsung heroes of media relations, especially in industries like healthcare. Not only are they more accessible, but they often offer deeper impact and better audience alignment than general-interest outlets.

A front-page feature in The New York Times might impress the masses, but a mention in FierceHealthcare gets you in front of hospital decision-makers who actually drive purchasing decisions.

Here are three reasons trade media can actually outperform tier-1:

Trade Media Builds Credibility and SEO Value

According to the Cision 2025 Comms Report, one of the biggest challenges journalists are facing is maintaining credibility as a trusted news source and combating accusations of “fake news”. As the tier-1 news cycle gets even faster and reporters have more work on their plates, they must be as efficient as possible. If a pitch piques their interest, reporters will vet the company, product or SME, to ensure the story is legitimate and see how others are reporting on the topic. If nothing turns up or coverage lacks credibility, it’s a red flag.

For legitimate companies that don’t yet have broad enough recognition to secure tier-1 press without a major, breaking story, consistent mentions in trusted trades will act over time as digital breadcrumbs that validate your company’s legitimacy. Not to mention, tier-1 reporters know the trades and reporters in their beat. If a tier-1 reporter sees a company being covered in a credible trade publication by a reporter who they know writes quality stories, they’ll be more inclined to follow up.

An added bonus of drumbeat trade coverage is that backlinks from well-respected trade sites improve your website’s SEO, making your brand easier to find for both reporters and key stakeholders.

Trade Reporters Offer Specialized Expertise

Tier-1 publications typically cover a variety of topics, with each reporter focusing on specific areas or beats. For example, Sarah Kliff is one of the many reporters who covers health for The New York Times and Lena Sun covers it for The Washington Post. Some tier-1 reporters might focus on specific aspects of health, like Lena whose beat focuses on public health and Sarah who primarily covers health policy. These reporters cover any health-related topic that falls under those broad categories.

Trade publications and reporters get much more granular in what they cover. At niche trades, the focus of the outlet is the reporter’s bread and butter, so they have extensive knowledge of their subject matter in order to properly report on the topic. There are niche health trade outlets that cover hyper-specific aspects of the healthcare industry, like specific diseases (Diabetes Digest), body systems (Respiratory Therapy Magazine) or healthcare professions (Scrubs Magazine).

Additionally, trade journalists often have years of experience in their beat and deep relationships with industry sources. This allows for richer, more technical, and ultimately, more accurate storytelling.

Trade Reporters Can Be Easier to Reach

The 24-hour news cycle is flooded with political, economic and breaking news. Reporters at tier-1 outlets have to write their stories quickly to keep up with the ever-changing landscape and report on multiple major events per day, as their readers expect to stay informed on a constant basis. As a result, there aren’t as many deep dives. Additionally, in recent years, newsrooms across the country have been hit hard with layoffs, leaving remaining staff overwhelmed and covering several beats at a time. On average, according to the 2024 Muck Rack State of Journalism Report, at least 25% of reporters cover more than 11 stories a week.

While trade reporters also receive a lot of pitches, because the topics they cover are more niche and there are fewer companies that are relevant to their coverage areas, their inbox might be slightly less chaotic. Your pitch is more likely going to reach a trade reporter, and they might have more time to spend on the story, resulting in more in-depth coverage. Trade reporters often cover multiple angles about the same company over time – a product launch, funding news, CEO profile, etc.

Here are just a few examples of the power of trade coverage:

When executed strategically, trade media should be the cornerstone of any effective healthcare PR strategy—ensuring your message reaches the audiences that matter most. Tier-1 coverage might look flashy, but trade media drives results. In earned media, it’s not just about being seen, it’s about being seen by the right people. By prioritizing strategic trade pitching, you’re not lowering your standards; you’re elevating your outcomes. To learn more about how we work with our clients to optimize their media strategies and secure the most meaningful coverage, reach out to us!