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Healthcare PR
From startup to category leader
Category leadership is earned through sustained narrative ownership. By consistently positioning PatientPop executives as authoritative voices and backing insights with proprietary research, Society22 PR didn’t just generate coverage—it helped define and legitimize “practice growth” as a recognized healthcare technology category.
Credibility compounds over time. Strategic media placements, funding communications, and association partnerships worked together to close trust gaps with providers and reinforce confidence among investors—supporting four major funding rounds during highly competitive market conditions.
Integrated communications accelerates enterprise growth. By aligning thought leadership, media relations, partnership strategy, and employer branding with business milestones, Society22 PR ensured PatientPop’s visibility supported every growth phase—from early traction to large-scale expansion and eventual merger.
THE
CHALLENGE
PatientPop entered the market with a strong product vision—but limited brand recognition in a crowded digital health landscape.
The company faced multiple, overlapping challenges:
Market visibility: Low awareness among healthcare providers and industry stakeholders
Category creation: “Practice growth” was not yet a defined category in healthcare technology
Trust gap: Providers were skeptical of new platforms impacting patient acquisition and engagement
Competitive pressure: Established competitors with larger budgets dominated mindshare
Funding environment: Institutional investors required proof of credibility and traction
Talent acquisition: Rapid growth demanded experienced healthcare technology talent
Society22 PR was engaged to build long-term credibility, define a new category, and position PatientPop as an authoritative voice across every stage of growth.
THE SOCIETY22
APPROACH
Society22 PR implemented a multi-faceted communications strategy aligned to PatientPop’s business, fundraising, and growth objectives.
Thought leadership and category creation
PatientPop executives were positioned as experts on digital transformation, patient acquisition, and practice economics. Society22 PR developed original research initiatives and educational content that addressed real business challenges facing healthcare providers.
The Annual Patient Perspective Survey became a recurring media asset—generating press coverage and establishing PatientPop as a data-driven authority on healthcare consumer behavior and digital preferences.
This work helped define and legitimize practice growth as a distinct category within healthcare technology.
Media relations and visibility
Targeted media outreach focused on healthcare trade publications, business media, and technology press. Society22 PR coordinated media availability around funding announcements, company milestones, and broader industry news cycles, including pandemic-era telehealth adoption.
Coverage emphasized outcomes, credibility, and market relevance rather than product features alone.
Association and partnership communications
Communications strategy supported outreach to medical associations and professional societies. Society22 PR helped develop partnership announcements, co-marketing materials, and positioning tailored for clinical audiences—reinforcing trust within the provider community.
Employer branding and talent positioning
As PatientPop scaled, Society22 PR supported employer branding efforts by highlighting company culture, growth opportunities, and employee stories. Workplace recognition campaigns reinforced PatientPop’s reputation as a destination employer in healthcare technology.
THE
RESULTS
Funding and growth milestones
During the partnership, PatientPop completed four major funding rounds:
Series A: $10M (2015) and $20M (2016)
Series B: $75M (2018)
Series C: $50M (2020) during pandemic-driven digital health expansion
While funding outcomes are influenced by many factors, sustained PR efforts supported these raises by increasing visibility, reinforcing credibility, and ensuring consistent narrative positioning with investors and stakeholders.
Media coverage and authority
Consistent coverage in healthcare trade publications focused on practice management and digital health
Business media coverage tied to funding announcements and growth milestones
Technology press highlighting innovation in patient engagement and practice growth platforms
Proprietary research regularly cited, reinforcing PatientPop’s role as a trusted data source
Strategic partnerships
PatientPop established preferred provider relationships with leading medical associations, including:
Osteopathic Physicians and Surgeons of California Association
Massachusetts Medical Society
These partnerships enhanced credibility within the medical community and expanded access to provider networks, supported by strategic communications alignment.
Employer recognition
Named to Built In’s list of notable Los Angeles employers (2022)
Strengthened employer brand supporting recruitment during rapid growth phases
“Thank you for the work your team has done; you really put us on the map.”
- PatientPop leadership
The Impact
Over seven years, the Society22 PR partnership helped PatientPop evolve from an emerging startup into a category-defining healthcare technology company.
Sustained communications efforts supported visibility, credibility, and executive authority across multiple growth stages—fundraising, market expansion, talent acquisition, and eventual merger.
In November 2021, PatientPop merged with Kareo to form Tebra, creating a combined company serving more than 100,000 providers.
The partnership continues with PatientPop’s founders on their next venture—reflecting the long-term value of strategic communications relationships in healthcare innovation.