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Healthcare PR
From zero awareness to unicorn status
Share of voice expanded from 1% at launch to 16% in 2022 and 24% in 2023—representing a 23-point gain in under two years and placing Tebra in the top quartile of its competitive set.
Media output increased from an average of three placements per month to 117 placements in 2022 and 133 placements in 2023, generating 80.3B cumulative readership and more than 8,200 press mentions with over 90% positive sentiment.
Media visibility correlated with measurable digital lift, including a documented traffic surge from ~1,600 to ~4,000 page views following concentrated coverage and a 36-point increase in domain authority—strengthening long-term organic search competitiveness.
THE
CHALLENGE
Following the 2021 merger of PatientPop and Kareo, the newly formed Tebra faced a complex brand challenge: establish market authority for a new name with virtually zero awareness while preserving the equity of two respected legacy companies.
At campaign launch, Tebra averaged just three media placements per month and held approximately 1% share of voice within the healthcare technology category. The goal was not only to introduce a new brand to the market, but to reposition it rapidly as a category leader—without creating confusion among customers, partners, or media.
Society22 PR was engaged to design and execute a long-term communications strategy that would scale awareness, credibility, and competitive share in a highly fragmented healthcare technology landscape.
THE SOCIETY22
APPROACH
The campaign was built on three core principles: consistency, relevance, and relationship-building.
Media relations foundation
Rather than relying on one-off announcements, Society22 PR implemented a sustained media relations program focused on long-term visibility. The team developed more than 60 highly curated story angles aligned to healthcare trade publications, business media, and industry analysts.
Each pitch was designed to connect Tebra’s platform and data to broader market trends, including AI adoption in small practices, financial pressures on independent physicians, and the evolving economics of healthcare delivery.
Over the course of the campaign, more than 600 journalists received targeted outreach. Relationship-building with key healthcare technology and digital health reporters led not only to placements, but to consistent inbound media requests as Tebra became recognized as a reliable industry source.
Thought leadership development
Executive visibility was a priority. Society22 PR repurposed proprietary research and internal content into executive bylines and contributed articles, positioning Tebra’s leadership as trusted commentators on the most pressing issues facing independent healthcare practices.
This approach expanded coverage beyond product announcements and created durable credibility with reporters seeking expert perspective.
Data-driven storytelling
Original research served as a cornerstone of the strategy. Exclusive surveys and proprietary datasets provided journalists with differentiated angles and timely insights into industry challenges. These data points were paired with news-driven commentary to maximize relevance and pickup.
Integration narrative management
Managing the merger narrative required precision. Early coverage acknowledged the continued operations of PatientPop and Kareo, while gradually transitioning attention to the unified Tebra platform. Careful messaging and selective placements ensured clarity in the market while steadily building the new brand.
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THE
RESULTS
2022 outcomes
By December 2022, the campaign had delivered measurable market impact:
117 media placements across tier-1 business outlets, healthcare trade publications, and technology media, representing a 208% increase year over year
4,600+ press mentions generating 60.6B in cumulative readership
16% share of voice, up from 1% at campaign launch
$113M in estimated media value (advertising equivalent)
90%+ positive sentiment across all coverage
Media activity correlated directly with digital performance. On July 7, 2022, following a cluster of 39 media placements, website traffic increased from approximately 1,600 to nearly 4,000 page views—a pattern that repeated with subsequent coverage waves.
2023 performance
Momentum continued into the second year of the campaign:
133 media placements through October, maintaining consistent monthly visibility
8,200+ press mentions across 253 educational articles and news stories
80.3B cumulative readership, with expanded coverage in mainstream business media including Inc., Morning Brew, and The Boston Globe
24% share of voice, placing Tebra in the top quartile of healthcare technology companies
36-point increase in domain authority, strengthening organic search visibility and digital discoverability
“I trust them completely when it comes to looking out for our best interest and media relations opportunities.”
- Tebra leadership
The Impact
Achieving a 24% share of voice within two years represented a significant acceleration compared to industry benchmarks. Established healthcare technology companies typically require three to five years of sustained communications investment to reach similar visibility levels.
Beyond awareness, the campaign drove meaningful competitive displacement. Analysis showed Tebra capturing media coverage and search visibility previously dominated by legacy category leaders—indicating true market repositioning, not just brand introduction.
The result was a brand that entered the market with clarity, credibility, and authority—positioned not as a new entrant, but as a defining platform in healthcare technology.