The In2 SABRE Awards have recognized Ascent Strategy Group, the first public relations agency built to power healthcare’s digital transformation, for Excellence in Innovation for its advanced reputation management methodology.
In a peer review, In2 SABRE Awards judges credited The Equipoise Method as a stride forward for the public relations profession in behavioral science.
The trailblazing Chicago-based agency developed the methodology to guide healthcare through a turbulent time for trust. In its beta run, The Equipoise Method fueled the campaign that earned Ascent a nomination for the top honor in public relations for Superior Achievement in Reputation Management.
Founded by renowned healthtech marketer John Digles, Ascent launched two years ago at CES, which unites tech luminaries at the world's largest innovation showcase to introduce cutting-edge solutions to society's biggest challenges. Ascent rapidly earned recognition for its health equity mission and its campaign model that guides clients to earn trust, launch new technologies, and grow market share by addressing inequities in healthcare.
The Equipoise Method leverages Ascent's expertise and research with the power of its AI and algorithm tools to foster deep connection to a client’s most important audiences among a vast personalized news ecosystem.
Data Driven: Ascent develops reputation management strategies, media lists and messages based on target demographic data (segmentation, media format preferences, psychographic profiles, and news consumption habits). The team focuses on priority audiences to concentrate outreach, personalize the approach, and maximize ROI.
Measuring and Shaping Perception: Ascent studies audience perceptions along with media outlet editorial stances, coverage, and social page discussions. The team talks with editors and producers to gain insights and collaborate on effective story angles. Integration of the Ascent's proprietary AI-powered tools into the methodology provides valuable predictive risk analysis. "We believe the things that are hard to hear can hold immense value," said Digles.
Tailored Protocols: Ascent has developed a catalogue of protocols to cast messages and messengers with precision and cultural fluency across news formats, genres, and outlets, including conservative networks, independent journalists, and partisan creators, an imperative given their surging influence.
The In2 (Insight + Innovation) SABRE Awards are the top honors for work that expands the scope and effectiveness of the public relations profession.
“As always, our In2 SABRE competition attracted a vast range of creative work spanning experiential, digital and social, traditional media, and an amazing variety of content creation,” said PRovoke Media founder Paul Holmes, who chaired the panel of senior PR industry judges. “What we see every year in this competition, is that PR agencies are working with clients across paid, earned, owned, and shared media with astonishing creativity, and focus on real business results. The work we saw in 2025 was better than ever.”
