Silk Road Medical Social Media

Silk Road Medical logo over TransCarotid Artery Revascularation banner featuring illustration of human neck anatomy and active senior on a surf board

open quotation marks close quotation marks 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.

Michael Chang
Former Director of Market Development
Silk Road Medical

Screenshot of a YouTube video Screenshots of various social media posts and a news article titled The Modernization of Carotid Repair to Reduce the Risk of Stroke

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.

Social Media Impact

Results during the first two years that Merryman Communications managed all of Silk Road Medical's social media include:

Increased impressions by 1,732%
from average of 2,200 to
40,800
per month

Nearly tripled number of followers to
>6,100

Steady increase in engagement

Increased impressions by
646%
from average of 4,200 to
29,500
per month

More than tripled number of followers to
>690

Steady increase in engagement

Created channel from ground up

Garnered average of
4,400
impressions per month

Gained
240
followers YOY

Increased watch time and video views by
>500%

Nearly doubled number of subscribers to
>160

Secured brand channel

Key Success Factors

  • Given physician enthusiasm on social media, we worked with the client to ensure newsworthy customers were escalated to our team.
  • Created a calendar and new campaigns to ensure that fresh content would be posted on a regular basis.
  • Ensured integration with marketing and PR programs, including ongoing media coverage of TCAR, for news to share on social media.