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With nearly 20,000 healthcare professionals in its ranks, the American Diabetes Association (ADA) is the leading voice on living with diabetes, and its annual Scientific Sessions is the epicenter of the field’s biggest breakthroughs. That’s where BRG came in, deploying a multi-phased strategy to make sure ADA’s science doesn’t just get published, it dominates the national conversation.

How We Did It

• Put ADA’s experts front and center. Leadership and author commentary landed across national and trade media, translating complex science into stories that broke through a crowded news landscape
• Chased the news of the day. Targeted outreach to top-tier medical writers drove hundreds of local pickups and shares that carried the meeting’s impact well beyond trade media
• Owned the biggest storyline in medicine. High-profile GLP-1 trial data on muscle mass and cardiovascular outcomes kept ADA at the center of the conversation
• Coordinated with the journals. Partnerships with major medical journals timed simultaneous publications, building anticipation and multiplying the reach of every embargoed release

The Impact
The most recent Scientific Sessions generated more than 21.7 billion impressions, a 97% jump from the previous year’s already strong 11 billion, powered by 20,101 media placements. National coverage surged too, with 100+ national placements, a 20% increase from the prior year, and 181 interviews secured, up 62%. The meeting itself became a must-attend event for the press: 175+ media registered to cover Scientific Sessions, including 30 national outlets, with 75% already planning to return the following year. On-site, 36 press briefing attendees turned out, with sustained interest from heavyweight outlets like The New York Times and Healio. BRG’s support brought fresh, top-tier media into the fold for the first time, alongside a strong base of repeat registrants, proof that the momentum isn’t just holding, it’s building.