Building a Sustainable Earned Media Engine for a Life Sciences Technology Organization

How Rebound turned subject matter expertise into consistent industry visibility and exceeded the annual earned media goal by 65%

The Challenge

The client is a global life sciences technology organization with subject matter expertise across healthcare, life sciences, commercialization, healthcare technology, and artificial intelligence. Its experts had strong perspectives on the issues shaping the industry, but that expertise was not consistently reaching the trade publications and industry conversations that mattered most.

Without a structured earned media approach, the organization had an opportunity to increase executive visibility and strengthen its presence in priority industry conversations. Before Rebound began managing the program, the organization earned 14 media placements in 2023. 

Rebound took over the program in 2024 with the goal of creating a more systematic approach to earned media, increasing industry visibility, and establishing a consistent pipeline of expert-led thought leadership.

The Approach

Turn internal expertise into an ongoing editorial program

Rebound built and managed an integrated earned media program combining strategic editorial planning, thought leadership development, media relations, and end-to-end program management.

Working alongside the client’s marketing team and subject matter experts, Rebound identified priority themes aligned with business objectives and translated complex healthcare, technology, commercialization, and AI topics into relevant media narratives.

Rebound managed the program from strategy through publication, including:

• Developing editorial strategy, priority topics, thought leadership content, and media pitches
• Interviewing subject matter experts and managing stakeholder reviews and approvals
• Building and maintaining relationships with healthcare and life sciences publications
• Proactively pursuing expert commentary, Q&As, podcasts, awards, and other relevant media opportunities
• Repurposing existing content and coordinating earned media with broader paid and sponsored media initiatives 

The program was designed to deliver 20 placements annually while maintaining a regular cadence of earned media throughout the year. Rebound managed multiple concurrent workstreams, giving the client a structured way to move expert perspectives from initial idea through development, approval, media engagement, and publication.

Expand the program through recurring editorial relationships

In 2025, Rebound developed and managed 10 AI-focused articles for a recurring editorial series, 9 additional thought leadership articles, and 1 industry award submission, alongside broader media relations activity. 

Rebound also cultivated recurring relationships with industry publications. One AI-focused editorial series was renewed for a second consecutive year, creating an ongoing platform for the organization’s experts to contribute to important industry conversations.

Across the broader program, AI-focused thought leadership increased from 6 articles in 2024 to 19 in 2025, reflecting the expansion of the organization’s presence around a priority industry topic. 

The Results

Growth in earned media coverage

Rebound began managing the program in 2024. Placements grew from 14 in 2023 to 19 in 2024, then increased another 74% to 33 in 2025.

The 2025 program exceeded its annual goal of 20 placements by 65%, averaging approximately three earned media placements per month.

Those placements extended beyond the planned article program. Through ongoing media relations, Rebound identified additional avenues for visibility through expert commentary, podcasts, Q&As, awards, and other earned media initiatives. Coverage was secured across 11 healthcare and life sciences publications. 

The program also gave the organization a more consistent way to participate in timely industry conversations. Planned editorial activity provided structure, while proactive media relations allowed Rebound to identify new openings for subject matter experts as relevant topics emerged.

The Rebound Impact

Rebound turned an underleveraged bench of subject matter experts into a repeatable earned media program that keeps the organization consistently visible in the healthcare and life sciences conversations that matter most.

By managing the process from editorial strategy and expert interviews through content development, approvals, media relations, and publication, Rebound provided the specialized execution needed to turn internal expertise into a growing external thought leadership presence.