I do understand, OP, and I will tell you what I think about it.
Even though I am getting medals, I have a friend who is healing 400k+ and gets 4 medals at the end of the WarZone. I felt so bad for him and started to discuss what could be a problem and we came to a conclusion = the gear.
He is mostly in recruit gear which makes him an easy kill and as, a healer, he will get focused 90% of the time.
Because he is dying really fast, he is only focusing on healing, interrupting and ccing, which won't give him damage medals.
Also, with spending more time dead than alive, he won't get defending/attacking medals. He is a team player and, when needed, he will stealth just to interrupt when we all die = less medals.
That might be the only reason I could think of, because, with the gear he has, the guy is a really awesome healer and a player.
Tell your friend to throw in a damaging attack everyone once in a while. Getting 2.5k is not hard even in recruit. Same with killing blow.