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Healthcare PR
From merger complexity to category leadership
The merger announcement alone generated 47 placements in 48 hours and 18.5M impressions with 100% message pull-through and zero negative coverage—demonstrating disciplined narrative control during a high-risk transition.
Across 2022–2024, the campaign delivered 250+ earned placements, 95M+ impressions, and a 34% increase in share of voice, while driving measurable business lift including a 42% increase in organic traffic and 38% increase in recruitment inbound interest.
Brand consolidation was executed without reputational fallout: zero negative media during the PatientPop sunset, churn held below 2%, 87% positive or neutral sentiment, and sub-two-hour media response times—protecting revenue and reinforcing long-term market credibility.
THE
CHALLENGE
Following the November 2021 merger of Kareo and PatientPop, the newly formed company—Tebra—faced a high-stakes communications challenge: unify two established healthcare technology brands serving more than 100,000 providers while maintaining trust, minimizing disruption, and defining leadership in a crowded health IT market.
The merger introduced multiple risks. Two distinct user bases needed reassurance. Media narratives around healthcare consolidation threatened to reduce the story to a transactional M&A event. Established competitors such as Athenahealth and eClinicalWorks dominated mindshare, while newer entrants crowded the healthtech news cycle.
Society22 PR was engaged to manage the merger narrative, elevate executive visibility, and position the combined entity not as another vendor—but as the definitive operating system for independent medical practices.
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THE SOCIETY22
APPROACH
The communications strategy was executed in phases, each designed to advance market positioning while protecting brand trust during critical transition moments.
Merger narrative positioning
Society22 PR reframed the Kareo-PatientPop merger as a response to an urgent industry problem rather than a corporate consolidation. The team developed the “Independent Practice Operating System” positioning, differentiating Tebra from fragmented point solutions and legacy EHR vendors.
Messaging centered on three pillars: clinical excellence, financial health, and sustainable practice growth. CEO Dan Rodrigues was positioned as the visionary voice for independent practice modernization, articulating why the status quo was failing providers.
Embargoed briefings were coordinated with tier-1 healthcare IT reporters, supported by a comprehensive press kit that addressed customer continuity, product roadmap clarity, and market opportunity.
Thought leadership and market education
As the brand stabilized, focus shifted to executive thought leadership and market education. Society22 PR positioned Dan Rodrigues and the executive team as go-to experts on practice modernization, clinician burnout, AI adoption, interoperability, and revenue cycle optimization.
The team developed a structured byline program, expert commentary strategy, and conference visibility plan to ensure consistent executive presence across earned media and industry stages. Customer success stories and third-party validation reinforced credibility.
Product innovation and funding amplification
Product innovation and growth milestones were translated into momentum narratives. Society22 PR framed Tebra’s $65M growth funding as validation of the independent practice platform category, tying investment directly to customer traction, AI-powered workflows, and interoperability leadership.
Investor-facing media strategy connected funding, executive appointments, and product evolution into a cohesive growth story that resonated with customers, talent, and capital markets.
Brand consolidation and crisis prevention
The final phase focused on reputation protection during the full sunset of the PatientPop brand. Recognizing this as a potential crisis moment, Society22 PR implemented proactive communications emphasizing expanded capabilities, continuity, and customer benefit.
Internal messaging, media outreach, rapid response protocols, and sentiment monitoring ensured clarity, consistency, and speed—preventing confusion from becoming coverage.
THE
RESULTS
Merger announcement impact
47 earned media placements within 48 hours of announcement
18.5M impressions in the first week
100% message pull-through on “Independent Practice Operating System” positioning
Zero negative coverage or customer backlash
Coverage in Forbes, TechCrunch, Becker’s Hospital Review, Healthcare IT News, MedCity News, and Fierce Healthcare framed the merger as an innovation milestone rather than an M&A transaction.
2022–2023 performance
85+ earned media placements across healthcare IT, business, and vertical media
12 CEO bylines placed in Healthcare IT News, Modern Healthcare, Medical Economics, and Forbes
23 expert commentary inclusions in trend articles on AI, EHR usability, and practice economics
CEO keynote speaking slot at HIMSS 2023, reaching 10,000+ decision-makers
42% increase in organic website traffic, with earned media as a top referral source
2023–2024 momentum
31 media placements tied to the $65M funding announcement, including TechCrunch, Business Insider, and PE Hub
27M impressions surrounding funding coverage
3 industry awards secured, including Healthcare Innovation Awards recognition and Best in KLAS inclusion
38% increase in recruitment inbound interest following executive appointment coverage
AI-powered automation stories positioned Tebra at the forefront of clinical workflow innovation
Brand consolidation outcomes
Zero negative media coverage during PatientPop brand sunset
16 positive earned media placements framing consolidation as innovation completion
Customer churn held below 2% during the transition period
87% positive or neutral sentiment across social and review platforms
Sub-two-hour media response time maintained throughout consolidation
The Impact
Over a two-year period, Society22 PR helped transform a complex merger into a category-defining growth story.
Tebra achieved more than 250 earned media placements, 95M+ impressions, and an average share of voice increase of 34% versus legacy competitors. Executive visibility increased materially, with
Dan Rodrigues emerging as one of the most frequently quoted leaders on independent practice modernization.
Critically, the campaign protected trust during high-risk transitions. Despite a full brand sunset and platform consolidation, Tebra experienced zero reputation crises and maintained customer churn well below industry benchmarks.
The result was not just awareness—but authority, credibility, and sustained market leadership.