Jodi Amendola, President and Co-Founder of Amendola Communications (now part of Supreme Group), knows the healthcare media game better than anyone. She has decades of experience securing top-tier coverage for healthcare brands. Swaay.Health recently sat down with her to hear her best insights on what works, and what doesn’t, when pitching to healthcare media.

Key Takeaways

1. 
   
2. Generic Pitches Get Ignored. Sending out mass, one-size-fits-all emails to journalists doesn’t work. Tailor your pitch to the publication and its audience.
   
3. Real Voices Wanted. Healthcare media prefer patient stories, clinician insights, and hard data over vendor-driven messaging. Having an end-user willing to speak can make all the difference.
   
4. Credibility Wins in a Crowded Market. With AI-generated content flooding the industry, earned media coverage is more valuable than ever for building trust and standing out from the noise.
   

One of the biggest mistakes marketers make is the classic spray-and-pray approach—blasting out press releases to every journalist on a list and hoping someone bites.

“That doesn’t work,” Amendola said bluntly. “Reporters don’t have time to sift through irrelevant pitches. You have to be targeted.”

Instead, she recommends a personalized approach: research the journalist, understand what they write about, and tailor the pitch to their specific interests. “If you make their job easier by giving them a relevant, well-thought-out story, they’re much more likely to engage.”

Another common pitfall is relying too heavily on press releases. While they have their place, they won’t automatically generate media attention. For companies looking to land coverage in major media outlets like Forbes or CNN, Amendola has a straightforward tip: bring something newsworthy to the table. Announcing a new client or partnership isn’t enough.

“You need to have something that moves the needle—patient impact, groundbreaking data, or a unique industry trend,” she explained. Even smaller trade publications expect a compelling angle, not just a company announcement.

“Press releases are great for company updates, but they’re not a story,” Amendola explained. ”Publications want compelling narratives—trends, challenges, success stories. You need to pitch an angle that ties into something bigger than just your company.”

This means focusing on thought leadership and finding ways to position executives as industry experts, rather than just announcing a new product or partnership.

Then there’s the assumption that media relationships don’t matter anymore. In reality, they’re more important than ever.

“Journalists are flooded with pitches,” Amendola said. “If they recognize your name and know you consistently bring them valuable stories, they’re going to pay attention.”

Building those relationships takes time, but marketers can start by engaging with reporters on LinkedIn, sharing their work, and reaching out with useful insights—even when there’s nothing to pitch.

The bottom line? PR isn’t just about getting your name in an article—it’s about strategic storytelling, relationship-building, and delivering real value to journalists and their audiences. Healthcare companies that invest in thoughtful, well-targeted media efforts will see results, whether in increased brand awareness, sales pipeline growth, or industry credibility. “It’s all about integration,” Amendola said. “PR, marketing, social media—they all work together. The companies that understand that are the ones getting ahead.”

Want to improve your media outreach? Start by following journalists, podcasters, and influencers in your space, understanding their interests, and focusing on value—not just visibility.

Learn more about Amendola Communications at https://acmarketingpr.com/

For more about Supreme Group’s acquisition of Amendola, check out From Amendola to Clarity Quest: Supreme Group’s Bold Moves in Healthcare Marketing