By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Healthcare startups often ask, “How do we get media coverage?” The better question is, “What do healthcare reporters actually want to cover?”
The difference usually has very little to do with the quality of the product.
Healthcare PR is one of the most exciting industries for innovation, but it’s also one of the hardest sectors in which to earn media coverage. Every week, startups announce new medical technologies, artificial intelligence platforms, digital therapeutics, telehealth solutions and healthcare apps. Only a small percentage of those companies receive meaningful press attention.
Successful healthcare public relations campaigns typically begin with understanding how reporters think. Before founding MACIAS PR, I spent years approving story ideas as an Executive Producer with NBC and CBS in New York. That newsroom experience continues to shape how our agency develops healthcare PR campaigns because journalists evaluate stories much differently than entrepreneurs.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Healthcare startups solve some of the world’s biggest challenges. They improve patient outcomes, reduce healthcare costs, accelerate diagnoses and help physicians deliver better care. Despite those innovations, many healthcare founders struggle to earn meaningful media coverage.
Many founders assume their innovation should naturally attract reporters but healthcare journalists receive hundreds of pitches every week. During my time as Executive Producer with NBC in New York, publicists and founders pitched me all kinds of ideas. Most of them weren’t focused. They missed the payoff and suspense that drives most coverage.
The majority of these pitches focused on the product rather than explaining why the product matters. News organizations and journalists always ask a different question than founders do.
A startup asks: “Why is our technology unique?”
A reporter asks: “Why should my readers care?”
Those are two very different conversations.
The healthcare companies that consistently earn media coverage connect their innovation to larger issues affecting patients, physicians, hospitals or the healthcare system.
MACIAS PR was founded in 2009 by a former Executive Producer with NBC and Senior Producer with CBS in New York. Journalists and marketing peers consistently rank MACIAS PR as one of the best PR healthcare and tech agencies. City & State Magazine named Mark Macias a Top Political PR Power Player in New York in 2022 and 2024.
We help founders and brands tell stories that get noticed by the media. Our strategy is based on years inside NBC & CBS newsrooms where editorial judgment, timing and credibility are the currency for success.
At MACIAS PR, we turn complex brands into compelling media narratives that secure national headlines, elevate thought leadership, and drive real business outcomes. Links to client case studies for media deliverables are below.
Prominent Clients across Industries
Healthcare and Wellness
Noom, WellRX, Meru Health, Lifesum, Columbia University Medical Center, Kilo Health, Burke Hospital
Consumer Tech
Plenty of Fish, Welt, Abby Connect
Bootstrapped Startups
MDAcne, TopPatch (Cyber Security)
Publicly Traded Companies
Mawson Infrastructure (NASDAQ), Unusual Machines (NYSE), Banle International (NYSE)
Finance
Provident Loan Society, Sag Harbor Advisors, Sansar Capital
Politics
Former UN Executive Secretary on Climate Patricia Espinosa, Rep. Norma Torres (LA)
Our media campaigns helped these brands raise tens of millions of dollars with investors, while improving their name recognition with customers. Click here to review our case studies.
All of our clients always work with an experienced media strategist – regardless of size. And as a boutique PR consulting agency, our communications process is always streamlined, while our execution is hyper-focused.
PR Awards – Earned by MACIAS PR
City & State Magazine named Mark Macias a Top Political PR Power player in New York. Marketing peers have consistently recognized MACIAS PR for Strategic PR Firm of the Year from 2017-2021. Finance Monthly named our agency the 2015-2017 Financial PR Firm of the Year.
Message Mark at the bottom of this screen (green button on the right) if you would like to schedule a call. You can also get a free PR estimate by clicking here.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
In the 19th century, PT Barnum built the “Greatest Show on Earth” and became one of history’s most successful publicity masterminds. His book The Art of Money Gettingisn’t just about wealth—it’s filled with practical lessons on business, values, and the art of public relations.
One quote in particular resonates deeply for any business leader thinking about PR:
“If you hesitate, some bolder hand will stretch out before you and get the prize. Remember the proverb of Solomon: ‘He becometh poor that dealeth with a slack hand; but the hand of the diligent maketh rich.’”
This advice is as true today as it was in Barnum’s era—especially in PR, where first-mover advantage can make or break a campaign. In today’s world of fast-moving AI and tech innovations, this is even more pressing and advantageous.
The Cost of Waiting to Launch Your PR Campaign
Recently, I spoke with a CEO whose board wanted to see his company featured on CNN. I outlined a detailed media strategy, explaining exactly how we could position his business for top-tier coverage.
He was engaged, took notes—and then told me he planned to “revisit PR in the fall.”
He ignored Barnum’s principle. In PR, waiting gives your competitors an open lane. By the time you’re ready, the media conversation may have shifted, the angle may no longer be fresh, and your uniqueness may have faded.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Why Newsroom Experience Gives MACIAS PR a Competitive Edge
In the newsroom, you have seconds to sell a story. If you can’t identify the narrative, deliver a strong angle, and communicate it clearly in under 30 seconds, your pitch typically fails. That’s the reality — and why MACIAS PR has an advantage.
Before I launched MACIAS PR in 2009, I spent years inside morning news meetings at both the local and national levels. These fast-paced newsrooms are where stories are decided — and often killed — in minutes, or even seconds.
Morning news meetings are tough. Producers question every angle, trying to find weaknesses before a story is even fleshed out. In the more competitive environments, journalists try to find holes in the angle to one-up you.
I pitched story ideas at The Arizona Republic and Channel 3in Phoenix. In New York, it was the same approach for the nationally syndicated American Journal. Later in my career, I approved stories from publicists, reporters and producers as the Executive Producer with NBC, and Senior Producer at CBS.
This insider experience still drives how we pitch stories to reporters today. I leverage my time as an Executive Producer to identify the unique enterprise angle that will get your brand into the conversation.
Client: Burke Rehabilitation Hospital Industry: Healthcare / Rehabilitation Location: Westchester County, New York Agency: MACIAS PR
Branding Challenge
Burke Rehabilitation Hospital, one of the oldest and most respected rehab facilities in the U.S., faced a unique media challenge: its location just outside New York City created a geographic barrier that limited its visibility. Despite its pioneering research and clinical programs, New York City media outlets often prioritized institutions closer to the city’s core due to travel constraints and shrinking newsroom resources.
Even with an impressive institutional history and clinical impact, Burke was overlooked by top-tier media simply because reporters were less inclined to travel beyond city limits. That’s where MACIAS PR stepped in with a customized, media-savvy strategy.
The current news cycle and Trump administration are creating many opportunities for media coverage. And it doesn’t really matter which side of the political spectrum you reside. There are media opportunities for many organizations.
Maybe you have expertise in DEI? Or you’re a retailer impacted by tariffs. The editorial angles are fairly transparent if you’re in AI or utilize Chat GPT with the recent developments from DeepSeek. Even aviation has timely components following the tragic recent air tragedies. I probably don’t have to lay out the tariff angles if you’re in retail, but just know you don’t have to be an Amazon or GM to explain how tariffs will impact your business model or pricing structure.
Media Example around Timely Angle
I was just watching CNBC, Fox News and CNN; every cable channel had a thought-provoking discussion around DEI – proving there is a voice for everyone. A few years ago, I worked with a nonprofit that had a strong DEI presence. I can’t help but think of all the news opportunities their PR team is missing right now. Do we really exist if we aren’t making an impact?
I’ve been working with a finance client for a couple of months and we just secured an interview with Politico – around the Trump administration’s temporary halt on aid. I won’t go into their media strategy but this company isn’t a political or nonprofit organization. They’re all about financing – yet we found a way to integrate their story into the Trump administration’s policy changes.
Here’s the PR Takeway.
What do all of these different news topics have in common? They are hard news timely angles. And with all media angles, a window is only a timed opportunity. If the window closes, or you pitch your story too late, you lose the opportunity for brand acceleration. A timely angle has a short shelf life – though I am predicting the Trump administration will provide new opportunities for media coverage in 2025.
If your organization wants to elevate its brand, put a little pressure right now on your PR agency or publicist. Ask them – what are you doing to get me into this timely news narrative? If you need help, reach out to me. I can give you an editorial strategy that leads to top tier media coverage for your company. Just remember – not every business can benefit from this media strategy, but if you’re in the industries I described, you should be all over this. #alwaysfreshpr#dei#ai#tech#deepseek#chatgpt#nonprofits#tariffs
About MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.
News is never stagnant. It continues to evolve in tone, narrative and editorial coverage. And here’s the proof.
Several news stories have detailed how the Los Angeles Times and Washington Post are moving more to the right with their media coverage. Deadline published a story yesterday that details how the LA Times is replacing their editorial board with a more conservative board. Similar stories have surfaced that The Washington Post is trying to hire more conservative writers.
If you’re trying to generate media exposure for your business, this editorial shift will have a direct impact on whether your story gets told, or is ignored. And it’s not just limited to the LA Times and Washington Post.
If you pay attention to the upcoming news cycle, you will discern a shift in more conservative coverage. It’s happened in the past with new administrations (think Obama, Reagan and Clinton), and it will happen again in 2025.
It’s not a coincidence that the media reflects the mood of the country. Experienced media strategists will recognize the tone and try to position their clients into this evolving narrative.
Are you trying to find the best PR agency for your industry?
Here’s a look at what MACIAS PR has delivered for our clients. Our scope of experiences spans healthcare/digital health, tech, B2B, service sector, nonprofits and publicly traded companies.
Our clients have appeared in the biggest publications and news organizations – as well as targeted trades – that include:
Bloomberg, CNBC, WSJ, Barron’s Magazine, CNN, Newsweek, Time Magazine, Reuters, Good Morning America, NBC Today Show, Washington Post, New York Times, Atlantic Magazine, Marketwatch, Axios, CBS News, Daily Mail, Fox News, Fox Business, People Magazine and others.
🍱 Health & Wellness
Health and Wellness: Fast Company named Noom one of the top Emerging Brands in 2017 – a year after we started working together.
Physician: This physician needed help building his brand as America’s gut doctor. We got him coverage with Forbes, Yahoo Health, MSN Health and TV.
Tech Wearable: This media campaign faced many obstacles out of the gate, but we were able to get them media coverage with NBC Today Show, ABC News and others.
Medicaid Advisory Group: This healthcare startup was only 3 months old when MACIAS PR took over their branding and media strategy. Our strategy led to stories with US News, Forbes, WABC, WCBS, WNBC, PIX 11, New York Times and others.
RX Pricing App: Rising prescription costs are at the forefront of the healthcare debate. Despite this timely news issue, one digital health company had trouble standing out even though it provided a unique value proposition that lowered prescription costs.
Health Tech Startup: MDAcne faced steep challenges from day one. The Israeli health tech startup didn’t have any employees or market share in the US. Communication with the father and son team was also limited. Despite the obstacles, MACIAS PR owned the campaign and secured media coverage with Top Tier Media outlets, including Women’s Health, Girls’ Life, HuffPost, MedCity News, and a TV segment with WPIX Channel 11 in New York City.
Fitness App: Many potential clients assume MACIAS PR only works with large health care brands. Yes, we have run media and branding campaigns for large tech and health care companies, but we’ve also launched publicity campaigns for boot-strapped startups. The founder told a reporter he saw a 400-percent increase in sign-ups following our campaign launch.
🏥 Healthcare Services
Regional Hospital: Burke Rehabilitation Hospital is one of the country’s oldest Rehab centers, located in Westchester County outside of New York City. Despite its pristine reputation, getting coverage for hospitals like Burke outside of New York City has historically been difficult, yet MACIAS PR secured coverage for them with local TV stations across their market.
Nutrition App: When MACIAS PRstarted working with Lifesum in the summer of 2019, the nutrition app was nowhere on the national radar. Their US office in Los Angeles had only 3 people – and no one was in PR or marketing. This lean US operation enabled us to run as a PR firm, especially as their leadership team in Sweden gave us the green light to pursue creative ideas.
Healthcare Services for Medicaid and Medicare: A health care services consulting firm approached MACIAS PR a few months after they launched their startup. The founder wanted help elevating her brand and introducing her services to social workers and new clients. Our media strategy led to local and national media coverage, including stories with The New York Times, US News & World Report, Forbes, New York Post, WABC, WNBC, WCBS and PIX 11 TV in New York.
Rarely Discussed Medical Condition: Have you heard of the inflammatory health condition, encephalitis? Less than 1 percent of the American population has heard of it, so imagine the challenge of promoting this condition to the media. In November 2022, the CEO of the Encephalitis Society approached MACIAS PR, asking if we could help promote World Encephalitis Day in February. Adding to their challenging assignment, we were asked if our media campaign could also target Canada and Mexico.
👪 Consumer Product & Services
Consumer Lender: Over the course of our 5-year partnership, MACIAS PR helped grow the customer base for one of New York’s oldest lending institutions by leveraging the media and paid advertisements.
Accounting Tech: This accounting tech firm needed help promoting their annual conference and wanted more exposure in targeted trades.
Consumer-Facing Lifestyle Brand: Our media coverage helped position this company for a $525 million buyout by Match. Media coverage included features with: Time Magazine, The NBC Today Show, The Daily Mail in the UK, Yahoo Finance!, Business Insider, Glamour Magazine, Cosmo Magazine, Women’s Health Magazine, as well as local TV and radio stations in the USA. In 2016, the company was named one of the “Best of the Web” by Time magazine.
Off Broadway Plan: MACIAS PR led the entire publicity and marketing campaign for this Off-Broadway play, and it had a direct impact on ticket sales. The King, The Final Hours received local, national and international media attention and sold out 50 percent of its shows based on our earned media coverage.
Real Estate Firm: Imagine what a story in the Real Deal or the international Daily Mail could do for your real estate project. It’s like instantly showing your property or services to millions of new clients in a day. MACIAS PR has helped realtors across New York and New Jersey get their stories told with the largest news outlets. In the case with Nest Seekers, we helped their broker build momentum for a commercial property that had become stale. Our targeted campaign secured high profile stories in the Daily News, Daily Mail, Real Deal and others.
🏦 Financial Services
Asset Management Startup: This boutique firm had no publicity or branding in place. Got their CEO on CNBC, Fox Business, Barron’s, WSJ and others.
Private Equity Firm: This PE firm wanted to get in front of accredited investors across Ohio, Arizona and New York where upcoming opportunities were based. We succeeded with targeted local media coverage, including with a story in the New York Post that was headlined, “The Man who Invests the Money of the Ultra Rich.”
Compliance Firm: This is one of the country’s largest compliance firms with very targeted needs. The firm approached MACIAS PR for help introducing their firm to fund managers via the media. We identified thought leadership angles that helped grow their brand via the media. The Wall Street Journal, International Business Times, New York Post, Fox Business and others are just a few of the business media that covered their company.
Mortgage Lender: This mortgage lender wanted to introduce his services to potential home buyers in Arizona and California. Our campaigns secured local TV and newspaper coverage, establishing the business as a local resource for homeowners.
Hedge Fund: MACIAS PR launched a media campaign for a hedge fund that had no messaging or branding in place when we launched. It didn’t even have a website. We secured national media coverage with Institutional Investor Magazine, Bloomberg, CNN and others. Case study available upon request.
💰 Publicly Traded Companies
AI & Digital Infrastructure Group: This client case study looks at how MACIAS PR helped elevate an emerging AI/digital infrastructure client. Our media coverage emphasized the their role in modernizing America’s industrial heartland with AI revolution.
Maritime Logistics Company: This case study looks at how MACIAS PR elevated the brand of an international maritime logistics company. It’s listed on the NASDAQ.
Drone Technology Company: MACIAS PR launched the media and branding campaign for a drone technology company that is listed on the NYSE. The company is focused around manufacturing, security and regulatory issues.
🗽 Politics & Mission Driven Organizations
Former UN Executive Secretary: The former UN Executive Secretary on Climate could have chosen any PR firm in the world, yet she chose MACIAS PR. The ambassador needed help elevating her personal brand as she was leaving the UN for the private sector. MACIAS PR secured media coverage for her across the globe.
California Congresswoman: The media campaign for Rep. Torres required a different approach for media coverage. Our goal was to position the Congresswoman into the news cycle as an influential Latina. I worked closely with the Congresswoman to identify positive stories that would soften and strengthen her image among potential voters. Our agency had to adhere to strict federal election guidelines and work separately from her District offices.
Congressional Challenger: MACIAS PR led the media campaign for Congressional candidate Vangie Williams, from the First District of Virginia in 2018. The District encompasses three media markets – Washington DC, Norfolk and Richmond, requiring a complex strategy that appealed to reporters in both small and large markets. Our media strategy led to prominent placements with targeted news organizations in all three media markets.
♻ Nonprofit Organizations
Tech Training Nonprofit: MACIAS PR began working with this nonprofit when it was primarily a regional organization based out of New York City. After 7 years of working together, we helped the nonprofit expand into 7 new states across the country.
Veterans Organization Nonprofit: MACIAS PR launched media campaigns for local chapters across the country. Our strategy targeted local TV and newspapers, introducing military veterans to their upcoming Housing Summit.
🌆 Event Publicity
Annual Accounting Tech Summit:This accounting tech firm needed help promoting their annual tech summit in New York City. The firm also wanted to elevate their brand presence, generate new business leads, and sales for their fintech products. MACIAS PR devised a targeted strategy to position MBSATA as a thought leader in the nonprofit and tech startup space. All of our advanced publicity promoted their annual tech event helped it achieve its largest turnout ever.
Korean Festival in NYC: KOOM 2025 marked the first Korean festival of its kind in New York City — an ambitious initiative merging K-culture, K-tech, and entrepreneurship. Our approach led to coverage with Forbes and targeted Korean publications across the US and New York.
MACIAS PR History
MACIAS PR is consistently ranked as one of the best PR agencies in the country. We’re a boutique PR agency so our communication process is streamlined and efficient, while our media experience is vast.
City & State Magazine named Mark Macias to their PR Power 50 list in New York, while Finance Monthly named us one of the best PR agencies in the country. Macias is also a frequent contributor to Forbes, CNBC and Entrepreneur.
Mark Macias founded MACIAS PR in 2009 after a long and successful career across the national and local news media. As Executive Producer and Senior Producer with NBC and CBS, Macias oversaw the Special Projects unit. Under his leadership, he approved story ideas, pitches, and scripts from producers, reporters and publicists.
This insider media strategy is at the root of MACIAS PR. We never push stories that aren’t completely fleshed out. And we don’t hype stories that aren’t newsworthy. Instead, we look for the strongest editorial angle that best aligns with your desired publication.
Interested in seeing how MACIAS PR can position your brand, startup or company with the media? Please message Mark directly by clicking here.
There are objective measures to help you identify the best firm for your business – and it has nothing to do with a firm’s size, revenue, industry or makeup. Here are three questions to help your selection process.
Do you want national media coverage?
With today’s technology, you don’t need to be in any specific city because you can reach reporters from anywhere. However, there are advantages to being on East Coast time.
A publicist on the East Coast has more time to develop angles from overnight developments. It’s not as easy on the West Coast since most publicists are asleep when reporter assignments are handed out (5 am PST). Factor in deadlines, and you can see why people on the West Coast have less than three hours to pitch national news organizations.
