<?php

$re = "#(-start|(?!^)\G)(.*?)FIND(?=.*end-)#"; 
$str = "somes text -start bla bla FIND bla bla bla FIND bla FIND bla end-"; 
$subst = "$1$2NEW_WORD"; 
$result = preg_replace($re, $subst, $str);
echo $result;