How to Measure PR in the AI Era (When the Results Aren't Instant)

If you’re in health tech, you already know that trust is earned slowly and lost quickly. PR is how you build that trust: over time, through consistent, credible stories that shape perception and drive adoption.

You won’t always see results the morning after a story runs. But you will see them months later, when a hospital CMO says, “I read about you in Handelsblatt,” or when your digital health platform pops up in an investor’s AI-powered briefing.

That’s the quiet power of strategic communications.

Why PR matters more in 2025.

AI is the new discovery layer. Buyers don’t just Google anymore; they ask AI assistants to shortlist vendors. Those assistants lean on credible, indexed sources: earned media, expert quotes, and thoughtful explainers. Not ads.
Presence beats one-time coverage. The goal isn’t a single headline; it’s a durable footprint across relevant outlets and formats so your brand becomes an “of course” in category conversations.
Building momentum. Early, credible mentions make later coverage (and hiring, fundraising, and partnerships) easier.

Think of PR as a visibility trail: every article, interview, or podcast appearance plants a signal that search engines, AI tools, and real humans use to piece together your reputation.

Tactics that boost AI-era discoverability

Prioritize vertical trades where clinicians and buyers read (e.g., cardiology, nursing informatics, hospital IT) before chasing general-audience hits.
Package expert explainers and data insights (even small ones) that answer timely questions.
Offer regional angles for DACH and EU policy contexts (reimbursement, data residency, MDR, AI Act readiness).

For patients and providers, signals matter

When a patient Googles your company, do they see reputable news stories? Do clinicians browsing industry updates recognize your name? Are investors seeing your founder quoted in conversations about the future of care?

Those impressions shape behavior:

Patients: Can I trust this company with my health?
Clinicians: Is this a solution worth recommending?
Investors: Is this a team that can lead and inspire market confidence?

Every media mention adds weight to your answer.

What to measure (beyond clicks and shares)

Search visibility: Does your startup show up in AI summaries and search results?
Referral sources: Are you seeing website traffic from media outlets?
Quote requests: Are journalists or panels reaching out to you?
Conversation shifts and share of voice: Are others echoing your key messages?

What great looks like (and why it works)

Earned-first, niche-first: Specialist media outranks vanity hits for buyers and for AI assistants.
Consistency over spikes: Consistency outruns one big hit.
Evidence-forward storytelling: Outcomes, patient stories, and clinician workflow details beat features lists.

The real ROI? Relevance and recall.

The right PR doesn’t just land you in the news. It puts you in the room - the funding meeting, the procurement discussion, the care team brainstorm.

So before you chase quick wins, ask: Where do we want to be a year from now?
And: What do we want to be known for?

Resources on PR in times of AI:

If you’re ready to turn long-term goals into a PR roadmap, let’s talk.