For this reason, in a highly regulated and competitive environment, strategic communication has become a key factor for growth, attracting investment, and building credibility. This is where brands that can clearly explain their impact manage to stand out.

The rise of HealthTech in Spain

Spain is consolidating itself as one of the most dynamic HealthTech ecosystems in Southern Europe. Cities such as Barcelona are increasingly concentrating startups, tech hubs, leading hospitals, and international investment linked to digital health and biotechnology.

The sector’s growth is already reflected in concrete figures. According to the National Entrepreneurship Office (ONE), more than 2,100 digital health startups and scaleups in Spain raised nearly €114 million across 61 deals in 2024 alone. This growth is not accidental; it results from a powerful combination of factors such as human talent, research centers, the strength of the healthcare system, entrepreneurship, and the hosting of major global events.

Initiatives such as the Mobile World Congress help position Spain as an international showcase for digital health solutions and artificial intelligence applied to medicine. At the same time, the sector has rapidly evolved toward models more focused on patient experience, clinical efficiency, and prevention, opening opportunities for startups capable of addressing real healthcare system challenges.

Artificial intelligence redefining healthcare

Artificial intelligence has become one of the main drivers of the HealthTech ecosystem, being used in diagnostic support tools, clinical automation, and personalized medicine, with its impact already clearly visible. However, in healthcare, innovation does not guarantee adoption in clinical practice.

Many technology companies fail to succeed because they are unable to translate their innovative value into clear and understandable messages for doctors, patients, investors, or the media. For this reason, it is essential to have internal teams or external partners capable of communicating the full potential of the company to its different stakeholders.

Companies such as Tandem Health, a clinical copilot for medical history taking, reflect this reality well. Much of their growth comes both from their innovative solution for healthcare professionals and from their ability to explain its impact in a clear, simple, and direct way both internally and externally.

Reputation as a strategic asset

Unlike other technology sectors, in healthcare every message has a direct impact on trust. For this reason, communication strategies in HealthTech companies cannot be limited to generating noise or visibility; they must build legitimacy. To achieve this, it is necessary to:

1. Build trust based on evidence.

In healthcare, trust is built. Companies need to communicate with rigor, rely on scientific evidence, and include expert voices that validate their messages. This is especially important in areas such as artificial intelligence, medical data, or digital treatments, where users may be skeptical. Transparency, specialized media, medical spokespeople, and educational content remain essential in building reputation, because if the market does not understand an innovation, it will hardly adopt it.

2. Educate first, sell later.

Many HealthTech startups go beyond launching products or services and focus on creating new market categories, which requires constant education, explaining problems, providing context, and leveraging trends early on. For this reason, agencies such as LF Channel design tailored communication strategies in which educational messaging plays a leading role, especially in complex sectors such as healthcare. This includes managing op-eds, interviews, specialized articles, and SEO content to position educational messages and generate conversation around still-evolving topics.

3. Strategic visibility, not mass visibility.

In the HealthTech industry, appearing in the right place is more valuable than broad exposure. Strategic communication is essential to strengthen credibility, attract investors, position spokespeople as experts, and build trust among patients and healthcare professionals.

The future of HealthTech communication

The trend is for the HealthTech sector in Spain to continue growing, driven by artificial intelligence, digital healthcare, and new care models. The key difference will remain the ability to build and reinforce trust and to clearly explain the real value behind each innovation.

Companies that succeed will be those able to communicate clearly how they improve the lives of patients and healthcare professionals, translating complex concepts into simple and relatable messages. In healthcare, ensuring that people understand and trust innovation is what truly makes the difference—and what truly matters.

At LF Channel, we help HealthTech companies turn their value proposition into relevant, human, and credible stories. Contact us.

In this context, the Association of Communication Consultancies (ADC) has launched a dedicated working group to explore this area in depth and share insights among industry professionals, with the participation of eight agencies, including LF Channel.

This initiative was launched in late 2024 with the aim of fostering the exchange of knowledge and promoting inclusive communication within the sector.

A session to share insights

On 25 June, the Torre ILUNION (Madrid) hosted the session where the conclusions of this working group were presented. The event brought together public relations and communications professionals with a shared objective: to exchange experiences, compare approaches, and share best practices on inclusive and accessible communication.

Beyond the exchange of ideas and methodologies, the session also highlighted a more structural point: inclusion and accessibility are increasingly moving away from being treated as separate areas and are becoming fully integrated into the way communications consultancies work.

From intention to action

Inclusive communication stops being a theoretical concept when it translates into decisions that directly shape how communication actions are designed, planned, and executed.

In this sense, the session showed how these principles are already being incorporated into day-to-day practices, from the way messages are conceptualised to how experiences are designed to be accessible for diverse audiences.

The focus therefore shifted to a key point: it is not only about what is communicated, but also about how the processes behind that content are built.

Among the ideas shared, a strong emphasis was placed on the importance of putting people at the centre of the message, reviewing expressions that may reinforce stereotypes, incorporating subtitles and voiceovers in audiovisual content, and designing experiences that do not limit participation due to accessibility barriers.

An approach that is reshaping how communication is conceived

Overall, the work driven by ADC reflects a sector-wide shift towards a model in which accessibility and inclusion are no longer additional elements, but structural criteria of communication. 

At LF Channel, we understand that this change affects not only messaging, but also the way communication strategies are conceived from their very foundation. Therefore, integrating accessibility and inclusion naturally into our processes represents not only an evolution within the sector, but also a necessary condition for more effective and relevant communication. 

Against this backdrop, LF Channel has taken on the challenge of helping SUSE communicate its value proposition to the market, with the aim of consolidating its position as Europe’s leading authority on digital sovereignty and enterprise open source. “We want to convey to the local market, in a clear and relevant way, why SUSE is the right partner to take that step,” explains Federico Fernández, Director of Technology and Innovation at LF Channel.

H2: A partnership based on experience and technological vision

For LF Channel, this collaboration is in line with its track record of more than three decades working with technology companies. “There are clients who come to us with a brief and clients who come to us with a mission. SUSE clearly belongs to the second group, and that changes the way we work with them,” says Imma Folch, CEO and founder of LF Channel. “But to understand their world, you need to have experienced it first-hand, and LF Channel has been supporting innovative technology companies for over 30 years. That experience is what enables us not only to manage their visibility, but also to help them build a narrative that really resonates in Spain.”

At SUSE, they have been working for years with governments and organisations in southern Europe to reduce dependence on external suppliers and regain control over their technology assets. “Spain is at a turning point. Digital sovereignty has moved beyond being a theoretical debate to become a genuine strategic priority, both for businesses and institutions,” explains Diego Ríos, SUSE’s Managing Director for Southern EMEA. “Having LF Channel as a partner enables us to convey that message accurately and credibly to decision-makers. Open source is not an alternative: it is the only architecture that makes true technological autonomy possible,” he adds.

This collaboration reinforces LF Channel’s commitment to supporting the communication efforts of technology companies that foster open innovation and strengthen digital sovereignty across Europe.

In our day-to-day work as a communications consultancy, the acronym PR stands for Public Relations. But this month, we’ve chosen to play with those same letters to say something more: PR also stands for Pride & Respect. Two words that, for us, are not a seasonal or opportunistic slogan, but part of the core of who we are and how we work as a company. That’s why this June we’ve chosen to bring it all together in a single idea: we are Pride, we are PRide.

Why this message

You don’t have to look far to understand the reason behind this message. Those who know us are aware that at LF Channel, diversity is part of how we understand public relations. Effective communication means representing every voice, those that have long been heard and those still finding their place, recognising that they all belong in the conversation.

That’s why this play on letters and words is no coincidence: at LF Channel, Public Relations and Pride & Respect share more than just an acronym. Both are about building connections and fostering trust. While public relations focus on building bridges between a brand and its audience, Pride and Respect build bridges between people, regardless of who they are or who they love.

One message, one image: our commitment

This idea has become the header we have designed for our LinkedIn profile: the hashtag: #WeArePRide written in white on the LGBTIQ+ flag, with the letters ‘PR’ highlighted in LF Channel’s corporate red. The aim is for anyone who sees it to immediately recognise our identity as an agency and realise that ‘PR’ defines us in two ways.

In light of the ‘rainbow washing’ that exists in the business world in general, and in marketing in particular, I would like to make it clear that #WeArePRide is not LF Channel’s commitment; it is simply the way we are communicating it. Our genuine commitment to the LGBTIQ+ community goes far beyond a single month, the design of a header or the use of a hashtag.

Every project we take on, every campaign we design and every conversation we have with our clients is an opportunity to amplify voices, break down barriers and create spaces where everyone can feel seen and respected. In short, to defend rights. We put it this way because it is our actions that must back up our words; it is our actions that must recognise, celebrate and strengthen diversity every day of the year, not just on specific dates marked on the calendar.

Public Relations. PRide & Respect. Two PRs, one way of looking at the world: building relationships, both within and outside the agency, based on pride in who we are and respect for who others are.

#WeArePRide. Happy Pride Month, this month and always, from the whole team at LF Channel.

This event brings together young communication professionals from agencies across Europe and the Americas for two days of knowledge sharing, experience exchange and discussions on different ways of working. The meeting serves as a source of inspiration, helping participants tackle the challenges they face in their day-to-day work.

The main themes of this year’s edition were storytelling and artificial intelligence, and how both disciplines can be effectively applied to communication campaigns in ways that genuinely connect with audiences. Through practical sessions, participants explored how these techniques can be implemented from different perspectives to achieve outstanding results.

During the two-day event, young professionals had the opportunity to:

• Learn about successful storytelling case studies presented by each agency, sparking discussions on how different methods and approaches can be integrated into the daily practice of communication consultancy.
• Take part in a dynamic storytelling workshop, which demonstrated how the power of words can transform a simple story into a compelling narrative.
• Share insights on how artificial intelligence can support the creation of stories, while never replacing human critical thinking or narrative skills.
• Gain an overview of the public relations landscape in Hungary, the host country of the event, covering its structure, key players and future outlook.

Another key activity on the programme involved working in international teams to develop a campaign for Amigos, a Hungarian NGO dedicated to supporting hospitalised children through educational and recreational activities. The challenge was to design a sponsor acquisition campaign within a limited budget, putting the participants’ creativity, strategic thinking and communication skills to the test.

Real-life, hands-on experiences as inspiring as this one provide a valuable opportunity to exchange ideas and learn how professionals from different countries and cultural backgrounds can approach the same challenge from very different perspectives. It was also especially rewarding to see our colleague Víctor as part of the winning team, thanks to a strong, realistic proposal strategically aligned with the objectives set out in the brief.

“Sharing ideas and experiences with people who have professional ambitions and motivations similar to your own is incredibly valuable, especially when it takes place in a different country and alongside participants from a variety of nationalities. This experience gives us a broader perspective on our work, and we return with new insights and strengthened skills that will help us continue growing in our professional careers,” said Pablo de Frutos, PR Consultant at LF Channel.

“The addition of new agencies to Worldcom is always great news for all partners and for our clients,” says Imma Folch, CEO and founder of LF Channel. “Both Carralsierra and We Are DNA bring extensive experience in their respective markets and specialties, and we are confident that their inclusion will enhance the collaborative work across the entire network.”

Carralsierra is an independent strategic communications firm based in Mexico City with over 18 years’ experience advising organisations on corporate and financial communications, reputation management and public relations, as well as crisis management. For its part, We Are DNA helps its clients build stronger brands and better businesses by helping them find, retain and engage the talent they need to succeed. They are leaders in all matters relating to the employee value proposition (EVP), employer branding, candidate attraction and employee engagement.

The welcome of these agencies into the Worldcom network marks the completion of a rigorous selection and vetting process that ensures the applicant agency’s alignment with the standards of trust and collaboration that have defined The Worldcom PR Group since its foundation in 1988. As new partners, Carralsierra and We Are DNA join a strong, global group of agencies that openly share knowledge and best practices, leverage the partnership to serve their expanding client base, and collaborate on new opportunities tailored to the local, regional and global needs of any Worldcom partner or client.

Welcome to Worldcom!

An unprepared interview opens the door to unexpected comments, unclear messages, or uncomfortable situations that can compromise the outcome, even when the company spokesperson is an expert on the subject. Why do some spokespeople who dominate their sector, know their topic and their company perfectly, still give a poor interview? The reason is lack of preparation.

That is why it is not enough to anticipate questions. It is necessary to structure the interview according to the type of media, taking into account aspects such as the format and its audience, in order to ensure that the message is conveyed clearly and effectively.

General preparation: the pillars that always apply

As an initial stage, the first thing to do when preparing for an interview is:

• Research the media outlet and its audience: understand the style and format of the media outlet requesting the interview. Get familiar with its tone, editorial approach, and also the journalist’s style, which will allow for a better understanding of who is conducting the interview. Therefore, it is necessary to review what they have recently published and from which angle they usually address topics.
• Define key messages: identify 2–3 ideas that must come across clearly during the conversation. More messages do not mean more impact. On the contrary, the more messages you try to introduce, the less impactful each one becomes.
• Anticipate questions: preparing questions is not only about predicting them, but also about knowing how to use them to naturally introduce key messages. Good handling of potential questions can become an opportunity to reinforce the message and the spokesperson’s credibility; conversely, a poor response can divert attention from what you want to communicate.

Preparing the interview according to the type of media

With this basic information in place, we can now discuss how to prepare the interview depending on the type of media outlet.

Media according to content

This classification distinguishes between general media outlets, which cover a wide range of topics and target a broad audience; and specialized media outlets, which focus on a specific subject area and are aimed at an audience with a more informed opinion and a higher level of knowledge about the topics being covered.

General media outlets

When being interviewed by general media outlets, the key is for the message to be clear, relevant, and easy to understand, as they target a very broad audience. Therefore, the approach should be more explanatory and accessible.

What to keep in mind:

• Simplify the message and avoid technical jargon. A common mistake is trying to demonstrate too much technical knowledge and losing clarity.
• Connect what is being said to current events or trends whenever possible.
• Prepare 2–3 clear ideas that can potentially become headlines.
• To do this, it is necessary to apply the headline test. If the journalist could quote only one sentence from you, what would it be? If you do not have a clear answer, it needs to be refined

Specialized media outlets

In specialized media outlets, also known as vertical media, the technical level changes. Here, you are speaking to an audience that understands the topic and expects depth. It is not enough to deliver a timely message; you must also provide valuable data for an expert audience.

What to keep in mind:

• Provide concrete data and real examples
• Avoid generic and overly corporate messages
• Go one step further, offering insight and analysis

In this type of interview, it is especially important to be familiar with the journalist’s work and the topics they have covered recently, in order to adapt the conversation to what they are truly expecting. A well-argued opinion with genuine criteria is more valuable here than a perfectly polished brand message. And this is one of the most common mistakes: delivering a brand speech without real technical substance.

Media according to format

Another way to classify media outlets is by format. This distinction includes newspapers (print and digital), radio, and television, each with its own characteristics and dynamics that shape both content production and the way it reaches audiences.

Print and digital newspapers

In newspapers, both print and online, interviews tend to follow a more structured format. They may be published as a question-and-answer format or as a paraphrased article. In some cases, questions are answered in writing through a questionnaire, also known as a Q&A. In this context, message control is greater than in other formats, as responses are fixed in writing by the spokesperson and generally do not allow for follow-up questions or conversational spontaneity.

What to keep in mind:

• Pay special attention to how responses are phrased, as they will be published exactly as given.
• Adapt the tone to the editorial style of the outlet, which may be more explanatory or more analytical depending on the publication.
• Be aware that sentences may be edited for clarity, so it is important to be clear and precise from the outset.
• In Q&A formats, structure responses to be complete but not excessively long, avoiding losing focus on the key messages within each answer.

In this case, it is important to remember that the content will remain published almost “forever”, meaning it may later be used as a reference source for other articles.

Radio and podcast

In audio formats, the interview resembles a conversation, although the spokesperson must remember that it is not one. Here, success does not come from who provides the most data, but from who tells it best. The audience usually only hears what is said once, so it is important to be very precise with the words used.

What to keep in mind:

• Work on storytelling, not just messages. In radio and podcasts, storytelling is not an optional resource; it is the main tool. A good story is remembered, whereas a list of data is not.
• Adapt the speech to the level of specialization of the program or podcast in which you are participating.
• Have examples prepared to explain abstract or technical ideas that would otherwise be difficult to follow without visual support. A common mistake is sounding rigid or overly scripted. You should avoid a “read-out” conversation in order to achieve fluency.
• Pay attention to rhythm and clarity when speaking.

Television and video

In television or video channels, attention is more limited and visual impact plays a major role. In audiovisual formats, time is precious, so the expression “less is more” makes a lot of sense here. In addition, it is important to remember that in video, non-verbal communication becomes highly significant.

What to keep in mind:

• Reduce the message to very specific ideas and express them directly.
• Pay attention to body language and tone of voice.
• Provide short answers that can be turned into broadcast clips, prepared in advance, since a well-constructed 20-second answer is more valuable on television than two minutes of context that, due to its length, will not be aired. A common mistake is speaking at length and losing focus in a format that does not allow it.

Preparing for an interview requires understanding the message and knowing how to manage it to adapt to the context. Therefore, the difference between a correct intervention and a truly effective one lies both in what is said and in how it is adjusted to the media outlet, the audience, and the format. In a fragmented media environment where each channel has its own rules, message adaptation is what separates mere presence from true relevance.

The Diversity Charter is a manifesto promoting 10 European principles that reflect the commitment of companies and institutions to equal opportunities in the workplace. Whether in terms of gender, age, disability, ethnic origin, sexual orientation or any other individual, social or cultural characteristic, the organisations that have signed up to this initiative recognise and value diversity as a key asset for business success and sustainability.

More than 1,600 organisations have signed this pledge in Spain and 17,500 across the European Union. And we couldn’t be prouder to be one of these committed companies!

Watch the video

The 10 principles of the Diversity Charter

The ten principles of the Diversity Charter are:

Download the infographie

Did you know that 82% of consumers say that brands’ commitment to diversity, equality and inclusion influences their purchasing decisions (Source: Kantar) If you need help fostering a more inclusive corporate culture, our DEI Channel division can assist you with consultancy, training, bespoke solutions and our own AI-based methodology. Get in touch!

Whether unconsciously, what is known as “incidental consumption”, or by actively seeking information through following hashtags or informational pages on platforms like TikTok or Instagram, traditional media, such as newspapers or television, are no longer part of generation Z’s information diet. Communication through social media defines a new way of staying informed that is characterized by being faster, more fragmented, and constant. 

How do young people stay informed?

On the one hand, there is the factor of “incidental consumption”, a term that refers to young people not “seeking out” the news, but rather “stumbling upon” it while consuming content on social media. In this case, the information arrives in a fragmented and decontextualized form, through short messages and without the traditional editorial filter of journalism. On the other hand, when it comes to delving deeper into news content, there are several ways to access more detailed information, ranging from the choice of social media platform to the method used, such as through the use of hashtags. Social media presents information in a wide variety of formats: podcasts, YouTube videos, posts by content creators, pages dedicated to specific topics… generation Z chooses the format that best suits them based on their preferences or the moment they’re consuming the content.

Faster information and differents formats

In any case, the digital environment plays a fundamental role. But it is not only young people’s sources of information that have changed, it is also who they trust. It is no longer just a matter of relying on the recognized name of a newspaper or a television program that has been a benchmark for news for decades. Rather, the clarity and sensitivity expressed by some digital content creators make young people feel that their worldview is also valid and deserves to be considered.  

The reason for this return to the cult of individuality is clear: we personally identify with these creators, whom we perceive as peers, establishing an emotional connection and sense of closeness that conventional media cannot replicate. This preference reflects several limitations of the traditional media model. Young people reject the way they are usually portrayed, frequently through stereotypes or narratives of conflict that do not align with their reality. Added to this is the perception that content is overly politicized, which undermines trust in the media’s objectivity.

At the same time, social media has become the natural habitat of gen Z. There, influencers master visual, concise, and direct language that instantly connects with their audience. The rise of amateur content, from streamers to “Twitch idols”, contrasts with the rigid, linear format of traditional television, which this generation finds outdated and inflexible. In contrast, digital creators offer transparency, relatability, and thematic affinity, adapting to the audience’s pace and interests.  

Therefore, it is no coincidence that traditional media have turned to the digital sphere, incorporating formats and content typical of social media: stories, reels, and posts that summarize a historical event while also capturing the attention of this type of audience. This shift is redefining communication and marketing; in this sense, brands are no longer competing solely for attention, but for credibility in an environment where content creators generate more trust than many traditional media outlets. 

The death of television?

Entertainment, information, and marketing have always been interconnected, the difference now lies in the space where they take place. In the past, family life revolved around a piece of furniture in the center of the living room, the television was the “focal point” that brought society together. However, for gen Z, that ritual is an analog relic, their ecosystem is no longer tied to a single space or schedule, and the content they consume is fragmented.  

According to Dentsu’s report The Gen Z Effect: Shaping the Year of Impact, 75% of young adults no longer watch live TV daily. The massive shift toward connected TV (CTV) and streaming has turned traditional television into a generator of memes and highlights that gen Z shares on little fragmented clips on social media.  

As communications professionals, the challenge lies in identifying relevant moments that can stand out in a fast-paced news cycle, and yet are interesting enough to make the audience want to dig deeper.
In conclusion, traditional media isn’t dead, but it is no longer the center of the information ecosystem for generation Z. Today, the competition is set in an environment where immediacy, relatability, and authenticity carry more weight than historical authority. Social media has not only changed how information is consumed, but also who produces it and who is trusted. Given this scenario, the challenge for media outlets and brands is not to resist change, but to adapt to the new rules, understand that there is an active, fragmented, and demanding audience, and learn to communicate effectively in a space where attention is fleeting, but emotional connection is everything.

This is where thought leaders — also known as influencers or Key Opinion Leaders (KOLs) — come into play. In the technology sector, these are individuals with authority, expertise, and strategic vision who help bring clarity to the overwhelming amount of information available online.

How to communicate about B2B technology

In the consumer technology space, we have long been accustomed to seeing thought leaders become genuine influencers, chances are that before buying a new smartphone or gadget, you have watched a review on YouTube or checked social media recommendations. Today, these trusted and independent voices are becoming increasingly influential within the B2B ecosystem because of the confidence they inspire.

For many years, B2B communications focused on building trust through company-generated content such as white papers, webinars, blog posts, press releases, and similar materials. However, this approach is changing dramatically. Why? Primarily because people tend to trust subject-matter experts more than companies themselves, which are often perceived as having a commercial agenda. As a result, the most relevant conversations around technology now revolve around influential individuals such as company founders, CTOs, CIOs, investors, and consultants. These figures bring significant credibility and are the voices audiences increasingly turn to before making purchasing decisions. In this new landscape, the way B2B technology companies communicate must evolve. Here are a few recommendations:

* LinkedIn as a key communication channel

LinkedIn has established itself as the leading platform for professional influence in technology, particularly within the Spanish-speaking market. It is currently the primary social network for discussions around AI, digital transformation, and emerging technologies. Technology companies should prioritise this channel as a way to participate in meaningful industry conversations, identify influential voices, and engage with other organisations. In addition, employee advocacy on LinkedIn has proven to be significantly more effective than corporate communications — generating up to 12 times more engagement!

* A PR strategy focused more on thought leadership.

For company generated information to be credible, it must provide genuine value to potential customers. That is why communication strategies should focus less on promoting products directly and more on sharing unique market insights, lessons learned, use cases, and thoughtful reflections that position the company as a trusted authority in a specific field. It is also advisable to appoint an official spokesperson who can become the company’s expert voice and public face. To succeed in this role, the spokesperson should be comfortable speaking publicly and able to authentically represent the brand’s values.

Explore our infographic to learn how to become an effective spokesperson. 

 

 

*Collaborate with expert thought leaders