Health: Becoming a Credible Source for the Media in the Healthcare Sector
Disclosers is an independent PR and media relations boutique based in Milan, founded in 2018. We work across multiple sectors; in the healthcare sector, we support companies in precision medicine, mental health, and digital health through press office services, proprietary research, clinical spokesperson placement, and corporate communications. Here are three case studies—SoLongevity, Serenis, and iDoctors—from 2023 to the present.
Background
A field where every word carries clinical responsibility
Communicating about health means navigating sensitive topics that are often stigmatized and easily misunderstood if addressed with imprecise or overly commercial language. The real challenge is to find, each time, an angle that will capture the attention of newsrooms without trivializing the issue.
That is why we are working on two parallel tracks: scientific authority, based on previously unpublished data, committees, and clinical spokespersons, and editorial relevance, which links health topics to seasonality, current events, and industry data. It is the intersection of these two elements that transforms visibility into reputation.
Health Projects: A Detailed Account
Serenis releases between 2023 and May 2026
Tier 1 releases in 2025 alone
iDoctors Publications in 6 Months
SoLongevity
Background and Objectives
The challenge? To establish a scientific vision and, at the same time, open up a market.
The strategic communication campaign was designed to build the brand’s credibility among the medical community and the general public, while also supporting the launch of the e-commerce channel and the opening of innovative clinical facilities throughout the country.
Strategy
Corporate, Scientific, and Opinion Leadership
Announcement of the formation of the new Scientific Committee and the creation of the Clinical Committee in early 2024, to underscore the brand’s academic excellence, with the systematic positioning of its spokespersons—primarily immunologist Alberto Beretta—as opinion leaders in major national media outlets.
Gender-Specific Medicine and Nutrition · FemGevity
The launch of FemGevity, the first product line entirely focused on women’s longevity, combined with insights from experts such as H. Cena on the specific nutritional and metabolic needs required to slow aging in ways that differ between men and women.
Industrial Partnerships and Co-branding
Longevity Pharmacy: partnership with Unico S.p.A. to train pharmacists and promote metabolic prevention in community pharmacies. Skin Longevity: collaboration with Laboratoires Filorga on the relationship between systemic longevity and skin longevity.
E-commerce and Nutraceuticals Launch
Launch of the online store for the direct sale of the line of advanced nutraceuticals, promoting cutting-edge scientific solutions such as AminoAge Plus for the health and well-being of people over 40.
Local Advocacy and Outreach
A leading role at the 2024 Milan Longevity Summit with the “City of Longevity” concept, alongside the promotion of outdoor physical activity and yoga—in celebration of International Yoga Day—as pillars of a lifestyle for healthy longevity.
Local Development and Clinical Retail
Inauguration in Milan of the first SoLongevity Clinic for the diagnosis of biological age, combined with the launch of the pioneering Sport Longevity Hub, a space dedicated to bringing together precision medicine, sports, and wellness.
Results
The PR and media relations efforts generated extensive, high-profile media coverage over the two-year period, firmly establishing the brand in Italy’s most influential media outlets.
Business and General-Interest Press · Tier 1
Regular coverage and in-depth interviews in *Milano Finanza*, focusing on the economics of longevity; *La Repubblica*, with articles on systemic beauty and skin longevity; *La Stampa* and *Il Secolo XIX*, with extensive coverage of the screening results; Il Foglio, Libero Quotidiano, Fortune Italia, and national news agencies such as ANSA.
Lifestyle, Wellness, and Vertical Markets
High-impact coverage featuring in-depth analysis of biological age assessment, skin longevity, visceral fat, and osteoporosis.
Radio and TV
Serenis
Background and Objectives
Communicating about mental health requires a specific level of editorial rigor: these are highly sensitive topics that can easily be misunderstood.
The goal is to establish a consistent editorial presence on socially relevant topics—stigma, access to treatment, youth distress, work-life balance, and sexual well-being—while also communicating the brand’s entrepreneurial journey to stakeholders, investors, and partners.
Strategy · Six Distinct Modes
Research and Surveys: Data as Agenda Setting
Survey conducted with BVA Doxa, Marketing Espresso, Hays, and the University of Padua. The “Gen Z vs. Millennials” survey of nearly 5,000 respondents—in which 8 out of 10 Gen Zers fear they won’t be able to build a fulfilling life—generated coverage in La Repubblica, Famiglia Cristiana, Leggo, Adnkronos, and Rai Radio 1.
Newsjacking and Thematic Press Releases
The press release on notriphobia—the fear of not being able to go on vacation—caught the wave of pre-summer interest, with coverage in *Io Donna*, *Marie Claire*, *Amica*, *Cosmopolitan*, *Fanpage*, *Luce-La Nazione*, and *Starbene*.
Partnerships as Thematic Amplifiers
MySecretCase introduced the topic of sexual well-being with a survey of 25,000 people; Hays covered workplace well-being in *Donna Moderna*, *Forbes*, *Affari & Finanza*, *Ansa*, and *Il Sole 24 Ore*; FISH addressed the topic of mental health and disability in Corriere.it, InVisibili, and Avvenire.
Interviews with Founders and Thought Leadership
Silvia Wang and Daniele Francescon have been featured in *La Repubblica*, *Corriere della Sera*, *Il Sole 24 Ore*, *Wall Street Italia*, *TgCom24*, and *Forbes*; Martina Migliore has built the clinical team’s public profile, setting Serenis apart through its visible expertise.
Clinical Articles on the Topic
Young People’s Hyperconnectivity for Safer Internet Day, commentary on data regarding the psychologist bonus, and mental well-being in sports settings: the clinical team becomes a permanent editorial resource for journalists.
Corporate Identity and Positioning as a Growing Startup
The funding round, which closed in September 2025, generated more than 40 media mentions in *Il Sole 24 Ore*, *La Repubblica*, *Forbes*, *Il Messaggero*, *Corriere della Sera*, *La Stampa*, *Italian Tech*, and *Milano Finanza*; the launch of *Medicina Generale* in 2026 was covered by *Il Messaggero* and *Radiocor*.
Results
Between 2023 and May 2026, PR activities generated more than 1,500 total media placements across national, women’s, industry-specific, local, and international publications.
The nature of the coverage has changed over time: in 2023, it appeared primarily in specialized psychology and health publications; in 2024, it expanded to general-interest women’s and current affairs publications thanks to surveys and partnerships; in 2025 and 2026, Serenis also maintained a steady presence in business and financial media.
The most significant result is not the volume, but the gradual expansion of the media reach: from specialized psychology publications to business media such as *Il Sole 24 Ore*, *Corriere della Sera*, and *Forbes*. And the shift from being the subject of coverage to becoming a source: today, journalists contact spokespersons to get expert input on mental health in general.
Total expenditures between 2023 and May 2026
to be issued in 2025, including 176 Tier 1 and 383 Tier 2
Issues in the first five months of 2026, including 85 Tier 1 issues
iDoctors
Background and Objectives
Communicate the transition from a booking platform to a trusted source of health information.
In the past, the company had already engaged in PR activities, but only sporadically and without consistency. The work was structured across three interconnected levels—corporate and technological storytelling, medical authority, and newsworthiness—with a monthly schedule of press releases and media alerts designed to ensure a consistent presence over time.
Strengths
Effective Tech Fiction
The launch of Sof-IA, the company’s proprietary artificial intelligence platform designed to support patients, immediately established iDoctors as a technologically advanced company, garnering consistent coverage in business, technology, and general-interest publications.
Positioning as an authoritative source
Gynecologists, dermatologists, and psychologists from the platform discuss pregnancy during the summer months, returning to work, skin care, sun exposure, prevention, and women’s health: useful content, free from promotional bias.
Strategic Use of Internal Data
From the growth of aesthetic medicine in Italy to prevention campaigns such as Pink October: the platform’s data has generated high-value media coverage, reinforcing its role as a market observatory.
Quality and Diversification of the Media Mix
AI-related stories for top-tier business and technology publications, data-driven campaigns for national news outlets, and seasonal content for lifestyle publications.
Results
In just under eight months, with 9 press releases and media alerts, the project resulted in a press review of nearly 100 publications, including articles, interviews, and opinion pieces.
The coverage reached digital and tech media outlets focused on the use of AI in healthcare, medical and scientific publications that highlighted the contributions of specialists, and general-interest websites, where content on prevention and wellness was featured in popular columns.
Today, iDoctors enjoys consistent media visibility and a clearer positioning as an authoritative voice in digital health. The key factor has been consistency: a regular presence that has allowed newsrooms to recognize the brand as a reliable source.
publications, including online, print, TV, and radio
Press releases and media alerts produced
Audiences reached with consistent messages: tech, medical-scientific, general
How We Work on a Health Brand
These are six strategies that we combine in varying proportions depending on the available scientific evidence, the target audience, and market conditions.
In-house data and research
Surveys conducted with qualified partners and published clinical results: unprecedented figures that newsrooms cannot ignore.
Spokespersons and committees
Doctors, researchers, and founders positioned as recognizable opinion leaders, not as occasional contributors.
Editorial calendar
Monthly schedule of press releases and media alerts: Consistency is more valuable than a single announcement.
Partnerships and Co-branding
Partnerships with industry, academia, and associations that open up topics and editorial perspectives that would otherwise be out of reach.
Local Advocacy
Screenings, clinics, summits, and public events: proven prevention efforts generate media coverage and build local trust.
Editorial Rigor
The medical team is involved in creating the content: this isn't a limitation—it's what sets us apart.
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