CEO elevation: thought leadership campaign

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Author: PANBlast logo
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Authenticx is the new standard in healthcare for listening to customer voices at scale, using AI and ML to identify customer pain points by collecting and analyzing millions of customer conversations every month and generating actionable insights from the data. The company partnered with PANBlast to develop a media relations strategy to elevate CEO Amy Brown as a thought leader in the healthcare technology space.


To elevate Amy Brown, CEO of Authenticx, as a healthcare technology industry expert, PANBlast needed to understand her, unpack her background and learn about her passions. The PANBlast team conducted several in-depth interviews to identify topics Amy could contribute to the industry conversation. The team also analyzed Authenticx’s nearest competitors and their thought leaders to gain additional insights. 

These story mining sessions uncovered Amy’s passion for healthcare reform in the U.S. and her belief that conversational intelligence is a valuable tool for bringing patient voices into the boardroom. Amy shared that by contributing authentic, actual voices, conversational intelligence gives leaders and decision-makers insight into how to improve the healthcare system. 

The team determined that elevating Amy as a leader in the healthcare space would necessitate leveraging interviews with trade and national publications, as well as contributing content to first- and second-tier publications geared toward healthcare and tech professionals in the healthcare industry.

The PANBlast team had to navigate several challenges, including maintaining customer anonymity in pitches because of the confidential nature of healthcare. Since Authenticx was founded in 2019, some reporters questioned its credibility as a newer company. Additionally, although Authenticx has information about its customer’s findings when using its platform, the data never speaks directly to ROI, which meant the BLAST team couldn’t offer specific metrics to reporters.


PANBlast identified three key audiences: healthcare professionals, tech leaders and media covering healthcare and technology. The team crafted pitches aligned with the messaging Amy wanted to share with the appropriate audiences.

The PANBlast team set the following goals:

  • Publish six contributed articles in target healthcare and tech publications
  • Secure four interviews for Amy, including live or written Q&As
  • Generate interest from four relevant industry podcasts to host Amy as a guest

BLAST prioritized industry-specific podcasts to establish Amy’s credibility. They leveraged these podcasts to showcase Amy’s passion and expertise on how conversational intelligence can improve business outcomes and patient journeys, her leadership style and her founder’s story. PANBlast also used these interviews to secure opportunities with national publications.

Campaign Results

From January 2022 through August 2023, PANBlast exceeded its goals by securing 18 podcast opportunities for Amy. Notable appearances include:

Several inbound requests came from reporters, including a request from NPR’s Journeys of Discovery Podcast. The team also generated six additional opportunities for Amy to share her opinion on upcoming healthcare trends in 2023. Amy’s predictions were a big hit in several publications, including Health IT Answers, HIT Consultant and Customer Experience Magazine. 

Other wins included a founder story in Forbes (Amy Brown Creates Authenticx To Transform Healthcare Customer Experience) and a contributed content byline on leadership style for Fast Company (How managers can unlearn fear-based leadership). 

In addition to securing placements and opportunities for Amy to expand her thought leadership platform, Authenticx also experienced increased inbound traffic to its website. PR-secured coverage led to 650 sessions on the website from links in Fast Company, Healthcare IT Today and Becker’s Hospital Review, among others.