Earned media should not disappear after publication. It should help move the pipeline.
In this episode of Healthcare Marketing Executive, Saul Marquez concludes his three-part series on using PR as a pipeline acceleration tool by addressing a common breakdown in healthcare marketing: earned media often generates visibility but never reaches the sales team. He highlights findings from the 2026 Benchmark on AI Visibility and Revenue Report, which revealed that only 13% of organizations share earned media internally, and just 6.1% integrate it into the sales process. Saul explains how this disconnect creates missed opportunities and outlines three practical rules to close the gap: distribute every placement to sales within 24 hours, align coverage with the appropriate stage of the sales sequence, and equip internal champions with credible third-party validation. By operationalizing earned media, organizations can turn visibility into measurable business growth.
Tune in, then read Saul’s full article on the PR-to-sales gap and where the med tech pipeline leaks: https://www.linkedin.com/pulse/pr-to-sales-gap-where-medtech-pipeline-leaks-saul-w-marquez-pqjne/?trackingId=6Mmz083rQSqQ5uN6ZyYR9Q%3D%3D
Resources:
- Follow and connect with Saul Marquez on LinkedIn.
- Follow Outcomes Rocket on LinkedIn and explore their website.
- Visit the Healthcare Marketing Executive website!
[00:00:03] Hey guys, I wanted to share this third piece in our series on using PR as a pipeline acceleration tool. I pulled it straight from our 2026 benchmark on AI visibility and revenue report, which it's linked in the newsletter below. But here's the problem. A placement that you get runs in Beckers, it picks up impressions on LinkedIn, and then it disappears. The rep working the account that it highlighted never knew it even ran. And our data in the report found that only a number of people who are in the past.
[00:00:33] Only 13% of organizations share earned media with their team. And actually 6.1% integrate it into sales. That's a huge leak, and it's costing us all opportunities. So I wanted to share in the piece below the three rules to fix it. Rule number one is 24 hour distribution. Every placement hits your full sales team within day one. And with a one line note on which accounts it fits, who they could share it with. Rule number two is sequence integration.
[00:01:02] Drop that placement into the right stage of your sales sequence, not just the press page. Think about all the campaigns you have running, nurtures, resuscitation campaigns. It has its place. And rule number three is champion arming. That piece of coverage that you got could turn into credibility that you could share with a champion within an account that they could share to make a business case for your solution. No new headcount, no new tools, just operational discipline on the things that you're already doing great. So pull out the next step.
[00:01:32] Pull your last placement today and ask yourself the question. Did it reach sales within 24 hours? If the answer is no, you're leaking credibility in that area. And there's an opportunity to do more. And obviously there's the two other rules. Take a look at that to read the full newsletter. Click below and excited to be sharing these with you guys. There's actually one more on PR as an AI search function, but I'm going to save that one since the last three newsletters I've done have been PR focused. I'm going to be mixing it up a little bit on next week's newsletter. So stay tuned.
[00:02:02] Tune for that one. It will not be about PR anymore, but it will always be about pipeline generation, growing your business awareness to help you hit your goals. Let me know what you think and looking forward to seeing you here soon. Take care.