For medical device companies, building a social media presence is not always seen as a priority but rather a regulatory risk. Merryman Communications was instrumental in quickly and cost-effectively implementing a holistic and compliant digital strategy that boosted traffic, gained followers and most importantly, had our physicians asking how to be featured.
Building a Comprehensive Social Media Program
Merryman Communications was enlisted to strengthen the company's internal processes, clean up the existing social media presence on LinkedIn, Twitter and YouTube, and launch a Facebook page. We started by laying the groundwork with social media guidelines and processes:
- Employee social media policy
- Roles and responsibilities for monitoring, reporting and social media site administration
- Social media issues preparedness and management processes
We then identified existing sources of ongoing content and created campaigns that leveraged physician customer enthusiasm to build into the monthly content calendar. Regular content included:
- YouTube video series created from existing footage of physicians answering common questions about carotid artery disease and treatments, including TCAR
- Planned content on key themes and events relevant to company, including stroke awareness month, medical meetings, company events and TCAR milestones
- Physician-focused news, including first TCAR cases, patient success stories, 100th TCAR cases and Center of Excellence program
- TCAR marketing materials – patient videos, eMagazine, eNewsletter and advertising campaigns
- Contributed physician-bylined articles for key trade publications
As part of our community management, we monitored and responded to comments and messages, and provided metrics on a monthly basis.