Healthtech PR case study · Breathing trainer
How Omhale's respiratory therapist became the expert Men's Journal and Peloton quoted
A research-led mix of active and reactive PR put Omhale's in-house expert into national health and fitness titles, without publishing a single new page on the brand's own site.
- 2 wksTo the first placement
- 7Placements in about 6 weeks
- 69–94Site DR range
The results
The coverage
Every placement quotes Elizabeth Moffett, Omhale's registered respiratory therapist, by name. Rows link to the original article where it is still live, with the outlet’s Ahrefs Domain Rating at the time and how the placement was won.
| Publication | Article | DR | Route |
|---|---|---|---|
| Men's Journal | Eliminate Stress Within Minutes With These Science-Backed Breathing Hacks | 84 | Active PR |
| Yahoo Health | Science-backed breathing hacks (syndicated from Men’s Journal) | 94 | Active PR (syndicated) |
| World Health Net | Breathing Through the Storm of Asthma and Panic Attacks | 70 | Active PR |
| Peloton | Exercising With Allergies | – | Reactive PR |
| SingleCare | Generic Breo Ellipta, with Elizabeth as expert contributor | 78 | Reactive PR |
| GoodFirms | Why Choose React Native for Effective Healthcare App Development? | 86 | Reactive PR |
| College Recruiter | How can an employee turn a part-time, seasonal job into a permanent healthcare career? | 69 | Reactive PR |
Placements won October to November 2025. The Yahoo Health article is a syndicated copy of the Men’s Journal feature and is labelled as such. Domain Ratings are Ahrefs figures recorded at the time.
The client
Omhale makes a handheld respiratory muscle trainer: you breathe through it and turn the dials to add resistance, building breathing strength over time. Its audience spans people managing asthma and other breathing conditions, athletes, and anyone using breathwork to manage stress. The brand ships globally, so it wanted coverage wherever its buyers read, not just in one market.
The challenge
The brief came with two hard constraints. Omhale only wanted links from genuinely relevant health and fitness sites, and it did not want new content published on its own website. That ruled out the usual route of hosting a data study and pitching it, so the campaign had to win on expert commentary and well-researched pitches alone.
The strategy
Before pitching, we mapped where competing breathing-trainer brands earned their links. Most came from research and trend content, such as articles citing breathing studies, lung-health data and training guides, with a smaller share from journalist requests. That told us what editors in this space actually publish. So we built the campaign around Omhale's registered respiratory therapist and certified asthma educator, Elizabeth Moffett, and ran two engines side by side:
Pitching research-led stories
Story angles built on current research and public-health data, written as problem, evidence and practical solution, with Elizabeth's guidance as the solution. Angles included science-backed breathing techniques for stress, whether you can breathe your way out of a panic attack, at-home pulmonary rehab and how athletes train their breathing muscles. Pitches went to a targeted journalist list built in Muck Rack.
Answering journalist requests
Fast, accurate commentary wherever Elizabeth's expertise genuinely fitted, from switching inhalers to exercising with allergies, building a career in healthcare and developing healthcare apps.
The outcome
The first placement went live within two weeks of starting, and seven placements landed within about six weeks. The proactive pitches did the heavy lifting: Men's Journal turned our breathing-techniques pitch into a full feature, which was then syndicated to Yahoo Health, and World Health Net built its asthma and panic-attacks article around the research and expert commentary we supplied. Reactive work added Peloton's blog, SingleCare and others, each quoting Elizabeth by name.
What we'd do next
Because there was no content on Omhale's site to point to, most links went to the brand's About page. The next step we recommended was to publish the research behind these pitches on Omhale's own site, so future coverage can link to genuinely useful pages and keep attracting links on its own. We also built two ideas that are ready if that changes: a guest-post target list, and a broken-link opportunity where a removed government health page is still referenced by around 145 sites.
What it shows
In a specialist healthtech niche, journalist requests alone are too few to rely on. Research-led proactive pitching, fronted by a qualified expert, is what lands the bigger features, and reactive commentary keeps momentum between them. That combination is the core of our healthtech PR work.
What clients say
Trusted by the people behind the coverage
“HealthSpark got us quoted and featured across 15+ beauty and lifestyle titles we never imagined we'd reach, real editorial coverage, not paid placements. The backlinks lifted our search visibility, but it's the credibility of being cited as experts that changed how customers find and trust us.”
“In healthcare, credibility is everything. HealthSpark turned our clinicians into quoted experts in the national health press and built the kind of authority a generalist agency simply can't. It's brought real visibility, and new patients who found us through that coverage.”
Client testimonials, shared with permission and kept anonymous at our clients' request.
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