Health Tech PR That Actually Works: A Practical Guide for NHS-Facing Brands

Plain-English advice on announcements, ICS/Trust case studies, founder thought leadership, and staying compliant - without burning time you don’t have.

1) Start with an outcome, not a product

Editors, clinicians and buyers don’t wake up wanting features. They want fewer DNAs, shorter waits, safer care, happier staff. Lead every PR asset with one clear, evidence-based outcome.

Replace: “We launched an app for COPD.”

With: “A six-month COPD programme cut unplanned admissions by 18% across three practices.”

Tip: Lock your one metric + timeframe + population. Everything else supports that.

2) Announcements: pick one story and make it land

You don’t need five press releases; you need one focused announcement that’s easy to approve and hard to ignore.

• Anchor it to something real (roll-out, partnership, evaluation, funding milestone).

• Add one clinician quote and a benefit line a lay reader understands.

• Offer one visual (clean product shot or chart), one line on governance (“no PID; information governance sign-off complete”), and a contact who will actually pick up.

• Keep it short: 400–600 words. Link to deeper docs on your site; don’t stuff it into the release.

3) Case studies: write for ICS/Trust approval first, media second

The fastest way to stall is a case study that comms or IG will spike. Design for sign-off.

• Structure: Context → Aim → Intervention → Outcomes (numbers) → Voices (clinician + patient vignette, non-identifiable) → What’s next.

• Claims: Substantiated, time-boxed, and caveated where needed.

• Data: Agree the metric early (baseline and period). Screenshots should be generic or redacted.

• Format: 800–1200 words, a one-page PDF summary, and a web version.

• Bonus: Pull three quotable sentences and a single “before/after” chart for reuse across press and sales.

4) Founder thought leadership: make one point, exceptionally well

Bylines that waffle don’t place. Choose one tension your customers care about and give three practical moves.

• Examples: What speeds NHS digital adoption in 2026, How RPM programmes avoid “pilot-itis”, Designing with inclusion in mind (beyond translations).

• Voice: generous, specific, lightly opinionated; no vendor pitch until the final line.

• Proof: one mini-case or stat per section. Cite it or be ready to share it.

5) Governance, safety, and language (non-negotiables)

• No PID anywhere; use consented, de-identified patient vignettes.

• No clinical promises beyond your evidence; align with MHRA/ASA guidance for comms.

• Plain English over vendor jargon. If a registrar can’t skim it in 30 seconds, it’s too dense.

• Brand sensitivity: respect Trust/ICS brand and local politics; agree the order of logos and quotes up front.

6) Your minimum “press kit” (you can build this in a day)

• 120-word company boilerplate (what you do, who for, outcomes you drive).

• 80-word founder bio + headshot.

• 3-image set: clean product UI/kit, leadership portrait, neutral context image.

• Fact sheet: the three outcomes you can stand behind, one timeline, and key partners.

• A media contact who responds within the hour during pitching windows.

7) Pacing: the simplest drumbeat

You don’t need daily posts; you need consistency.

• Quarter 1: one announcement + one case study.

• Quarter 2: one founder byline + one awards entry.

• Every month: 1–2 LinkedIn posts reframing the same proof for different audiences (clinicians, operations, commissioners).

8) What to stop doing (today)

• “We’re delighted to announce…” (wastes your first eight words). Start with the value.

• PDFs only. Publish web first, then offer the PDF for procurement packs.

• Vanity metrics no one trusts (“millions of impressions”). Track coverage quality, backlinks, briefing requests, sales cycle movement.

9) A simple outreach email that gets replies

Subject: Quick idea to turn [pathway] outcomes into coverage

Hi [Name],

We’ve been working on [pathway/setting] and have a clean, sign-off-ready outcome ([metric] over [timeframe] at [site]). If helpful, I can share a short case note and a byline angle for [publication].

Worth a 10-minute chat next week?

Thanks,

[You]

10) Make it easy for people to say “yes”

• Offer two call times and keep the first chat to 15 minutes.

• Send a one-pager before the call: the outcome, one quote, the safest claim, and your ask.

• After the call, email a tight recap + next step (draft date, sign-off list, who owns what).

Quick checklist (copy this to Notion or a sticky)

• One outcome (metric + timeframe + population)

• One announcement drafted (400–600 words)

• One case study outline agreed with the Trust/ICS

• One founder byline topic + three practical points

• Boilerplate, founder bio, three images, media contact

• Two LinkedIn posts scheduled (proof reframed for two audiences)

Want help?

We work with start-ups, growing businesses and established vendors in the UK and internationally (including Australia, the USA and New Zealand). All client work is led by senior PR specialists with decades of experience and connections, on flexible terms - from projects to retainers. Drop us a line at: hello@featherandfernpr.co.uk

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