Eye Care and Earned Media: What Makes Pharma Stories Newsworthy

Amid the usual hustle before a big medical conference or industry trade show, editors are often buried under a flood of news releases from pharmaceutical exhibitors. These communications are important for building relationships, but sometimes they miss the mark.

As her editorial team was prepping recently for fall conference interviews, Sheryl Stevenson, Executive Editor of the Eye Care Network at MJH Life Sciences, had a thought: what if pharma teams could step into an editor’s shoes for a moment? In the following Q&A, Stevenson shares how that conversation might go.

What makes a pharmaceutical company or story stand out to media brands?

Stevenson: It’s been my experience covering eye care that a story really stands out when it’s grounded in real impact. Trial results or product launches are one thing, but what editors notice are innovations that make a tangible difference for patients—like a treatment that slows vision loss in glaucoma or improves outcomes for age-related macular degeneration. Data is essential, but translating it into a story that shows why it matters is even more important. Companies that are approachable, responsive, and willing to provide expert commentary or visuals make our job easier—they become partners in telling a story that readers can trust and relate to.

How can pharma companies better tailor their outreach to align with your publications' audience and editorial mission?

Stevenson: Avoid a one-size-fits-all approach—every brand is different, even within the same media company. For example, the Eye Care Network here at MJH Life Sciences® includes Ophthalmology Times, Modern Retina, Ophthalmology Times Europe, and Optometry Times, each serving a distinct audience. It’s important to understand both the audience and the unique personality of each brand.

Editors get flooded with “breakthrough” announcements, so what really stands out are stories with solid data and a clear unmet need. In eye care, this could be novel treatments for conditions like geographic atrophy or dry eye disease, or technologies that combine clinical innovation with patient usability, such as sustained-release delivery systems, digital diagnostics, or AI-enabled screening.

What are the most common mistakes you see in pharma press pitches or media outreach?

Stevenson: One recurring issue is leading with dense science or product jargon without explaining why it matters. As an editor in the eye care space, I want to understand the significance of the data first—how it affects clinicians and patients—before diving into the details of how it works.

Many pitches also lack tailoring—the same release goes to every outlet, without considering the editor’s beat or audience. Timing is another challenge. Pitching too early, too late, or without aligning to a relevant news cycle or health awareness holiday. Some teams forget the importance of making data digestible—burying results in technical language. Spokespeople who can translate science into relatable insight are gold to editors.

Are there particular topics, trends, or types of data that you believe are underutilized by pharma communicators seeking earned media?

Stevenson: Honestly, pharma communicators sometimes can miss the opportunity to highlight stories that matter most to ophthalmologists (US and European), retina specialists, and optometrists. Beyond clinical trial results or product announcements, real-world outcomes, treatment adherence, and long-term patient benefits can be powerful. Emerging trends—digital diagnostics, AI tools, telemedicine—are shaping the field but don’t get enough attention. Stories around patient access, health equity, or clinical workflow improvements are also highly relevant, especially when framed with real-world examples.

How do you recommend pharma companies build long-term relationships with editorial teams beyond just pitching stories?

Stevenson: The best way for pharma companies to build long-term relationships with editorial teams is to treat them like partners, not just amplifiers. Instead of only reaching out when there’s a product announcement, stay engaged year-round by offering credible insights, expert commentary, and useful background on broader industry trends—even when it doesn’t directly promote your brand.

Be responsive, transparent, and respectful of our time. Giving access to thought leaders, patients, or behind-the-scenes research deepens trust and demonstrates authenticity. Listening first, understanding what each publication values, and tailoring content accordingly can turn a company into a go-to source rather than just another sender of press releases.