THOUGHT LEADERSHIP MEDIA PLACEMENTS IN SIX MONTHS
QUARTER-OVER-QUARTER GROWTH IN LINKEDIN IMPRESSIONS
INCREASE IN SHARE-OF-VOICE
Introduction
When DynaMed named Dr. Roy Ziegelstein its new editor in chief…
the company had a credible clinical voice and no platform to carry it: no media presence, no active LinkedIn, no speaking history. PAN was brought in to build that platform from the ground up, positioning Roy as a go-to source on AI-powered clinical decision support for media, clinicians, and health system leaders, and to help DynaMed close a share-of-voice gap against category leaders OpenEvidence and UpToDate.
SOLUTION
Rather than building channels in isolation, PAN treated Roy’s platform as…
one integrated system: earned media, LinkedIn, an owned podcast, and speaking, each feeding the others. Media commentary became LinkedIn content; podcast episodes generated audiograms and clips; placements reinforced Roy’s credibility across every channel he touched.
On the media side, PAN followed an establish-introduce-expand arc: build Roy’s footprint in healthcare trades first, introduce him to national business press, then expand through bylines, expert commentary, and trendjacking. PAN also recovered and relaunched Roy’s dormant LinkedIn profile and conceived, produced, and launched a new interview-format podcast, Coeur de Roy: Heart of Clinical Care, pairing Roy with notable physician guests to deliver clinically grounded insight to clinicians and health system leaders.
To ground the AI trust conversation in data, PAN commissioned and published a proprietary research report on the clinician-patient trust dynamic, briefing it under embargo to the Washington Post ahead of launch and threading its findings through the podcast.
result
In its first six months, the program secured:
22 thought leadership placements spanning trade (STAT, MedCity News, Healthcare IT Today), business (the New York Times, Axios, Time, Reuters), and consumer press (Real Simple, Men’s Health). The program grew DynaMed’s share of voice from 9 percent to 15 percent quarter over quarter, with total media mentions up 70 percent. DynaMed’s Coverage Impact Score reached 7.5 in the first quarter, putting it on par with UpToDate despite a fraction of UpToDate’s total coverage volume.
On LinkedIn, Roy went from a recovered, empty profile to 38 posts a quarter, 19,006 impressions (up 562 percent quarter over quarter), 881 engagements (up 567 percent), and 293 followers (up 134 percent), sustaining an engagement rate above 4.6 percent throughout. Coeur de Roy launched its teaser and first full episode, drawing 1,471 downloads across Spotify, Apple, and YouTube, with the teaser alone becoming one of Roy’s best-performing LinkedIn posts.
In under seven months, Roy went from no external platform to a physician voice competitive with category leaders on coverage quality, and DynaMed had a compounding, multichannel engine to keep building on it.
