THE CLIENT.
We began working with iDoctors, Italy's first portal for online booking of specialist visits and diagnostic examinations, in early May 2025 at a particularly important stage in the company's evolution since it would shortly be announcing major new developments.
Founded in 2008 by Paola Conti and Pierluigi De Vittorio, iDoctors was one of the first Italian companies to realize the value of digital applied to healthcare. Today it is an AI-based platform that connects patients and specialists with the goal of making booking doctor visits easier, faster and more effective.
THE GOALS.
From the outset, it was clear that the challenge was not just to “get people talking” about a service or the company, but to work on positioning: to then tell iDoctors as a credible and authoritative player in digital health, capable of speaking to both trade media and the general public. The company had done some PR work in the past, but sporadically and without real continuity over time.
STRATEGIC SCHEME
The strategy built by Disclosers started from a clear idea: iDoctors was to be perceived not only as a booking platform, but as a reliable source of content about the world of health. Starting from this consideration, the dedicated team for the client set up a three-tiered work, designed to talk to each other.
On the one hand, corporate and technology storytelling, to give visibility to the evolution of the company and its innovations, particularly the introduction of Sof-IA, the proprietary artificial intelligence to support patients. On the other, strengthening medical authority, enhancing the platform's network of many specialists as knowledgeable voices on prevention, wellness, and health. Finally, a strong focus on journalistic relevance, building content that responded to the editorial logic of newsrooms: seasonality, recurrence, trends, and scenario data.
This approach has resulted in regular planning of press releases and media alerts on a monthly basis, designed not so much to “make noise” once, but to build a consistent presence over time.
The first building block, in May 2025, was the launch of Sof-IA, a highly innovative piece of content that immediately positioned iDoctors as a technologically advanced entity in the digital health landscape. From there on, the work expanded to a more editorial and close-to-the-end reader narrative.
Gynecologists, dermatologists, psychologists, and others of the platform's large number of professionals were involved to offer useful, factual content on topics of great interest: from pregnancy in the summer months to returning to work after the vacations, from skin care to sun exposure to prevention and women's health. This made it possible to break out of the logic of promotional communication and make iDoctors a credible interlocutor for journalists and consequently for the final reader.
In parallel, scenario content was also worked on, using the platform's data and insights to read broader phenomena: from the growth of aesthetic medicine in Italy to prevention campaigns such as Pink October. In this way, iDoctors was being told not only as those who offer a service, but as those who observe and interpret the evolution of the sector.
Strengths
1. Effective technological narrative: the topic of artificial intelligence has proven to be an extremely powerful media hook. This narrative has enabled iDoctors to gain consistent, high-level coverage in business, technology, and generalist publications, positioning the brand as a leading innovator in its field.
2. Positioning as an authoritative source: “seasonal” campaigns and the strategic use of interviews have played a key role in positioning iDoctors and its specialists as a credible and reliable reference point on health and wellness issues of great interest to the public.
3. Strategic use of internal data: the company has demonstrated a remarkable ability to turn data into useful news to delineate dynamics of interest. This tactic has generated high-value coverage (e.g., Repubblica.it) and has strengthened iDoctors' role as a privileged observer of the digital health market.
4. Quality and diversification of the media mix: strategy ensured a diverse and high-value media mix, using AI narrative for the top-tier business and technology press, data-driven campaigns for national news publications, and seasonal content for lifestyle publications.
RESULTS.
In a little less than eight months, and with the production of 9 press releases and media alerts, this work resulted in a press review of nearly 100 releases, including articles, interviews and editorial contributions, in very different newspapers.
In fact, the coverage touched digital and tech media, which were interested in the use of AI in health care; medical/scientific publications, which valued the contribution of specialists; and generalist portals and magazines, where prevention and wellness content found its way into popular columns.
This mix was particularly significant because it shows how iDoctors was able to speak to different audiences with consistent messages while building brand visibility and credibility.
As already highlighted, another key element has been continuity: not just isolated releases linked to a single news story, but a regular presence that has allowed newsrooms to gradually become familiar with the brand and recognize it as a reliable source.
Today iDoctors enjoys stable media visibility, a clearer positioning as an authoritative voice in digital health, and a cross-cutting presence in Italian media. The road is set ,but still to be traveled: the strategy built in recent months is designed to grow over time, further strengthen the positioning and consolidate iDoctors' role in the narrative of innovation in healthcare.
What can we do for your brand?
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
You can write to us at [email protected]
Or you can fill out our contact form by clicking on this button.
