About the client
Proteq Medical, owned by Berna Demiryol, is an innovative supplier of single-use medical devices, medical apparel, and nonwoven materials. Their mission is to become a trusted partner for healthcare facilities, medical schools, and healthcare brands across Canada. While their products were of high quality, Proteq faced significant marketing challenges that limited their growth and visibility in the industry.
The issue
Proteq Medical struggled with a lack of marketing strategy and brand awareness. Their small team, already stretched thin, had difficulty prioritizing the most effective channels and keeping up with new marketing trends. As a result, they were failing to leverage the platforms like LinkedIn to showcase their success stories, products, partnerships to create a brand awareness and in turn attract similar client base. Their LinkedIn presence, in particular, was underutilized, with ineffective content, a small follower base, and low engagement.
Challenges
Proteq’s biggest hurdles revolved around improving their marketing presence on LinkedIn. When we took over in January 2024, their LinkedIn metrics were stagnant:
- Follower count: 237
- Engagement: 0 reactions, 0 comments
- Page views: 8
- Unique visitors: 5
- Engagement rate: 0%
Without a strategic approach, Proteq’s presence on LinkedIn—the platform critical for B2B connections—was virtually invisible to their target audience. Additionally, they needed to increase their brand’s visibility in the wider medical industry.
Execution
On January 23, 2024, we took over Proteq’s LinkedIn account. We began by revitalizing their content strategy, implementing new content pillars, and consistently posting across the platform. By strategically engaging in events like International Women’s Day, we created impactful posts highlighting Proteq as a woman-owned business. A key moment came when we created a carousel post featuring Vito Ciciretto, President and CEO of Dynacare, and Ontario’s Minister of Women’s Social and Economic Opportunities, Charmaine Williams. Dynacare’s engagement with this post amplified its reach, allowing it to be seen by a broader audience. Proteq Medical’s Women’s Day content achieved an impressive 53.64% engagement rate, far surpassing LinkedIn’s industry benchmark of 2.2% for the medical and healthcare sector.
Additionally, we highlighted Proteq’s partnerships, such as their membership in HealthPRO Canada, and collaborated with other industry partners, including VetCircle, offering exclusive discounts to webinar attendees. This approach not only boosted engagement but also opened doors for future collaborations.
Highlighting leadership through video content
A key component of our strategy was showcasing the leadership of Proteq Medical’s founder, Berna Demiryol, through video—a highly effective format for humanizing the brand and boosting engagement. Video content plays a critical role in social media, offering a dynamic way to connect with audiences and tell authentic stories. The video we produced, where Berna discussed Proteq’s commitment to sustainability, became one of the most successful pieces of content, driving high engagement and reinforcing the importance of video as a powerful tool for brand visibility.
Execution challenge 1: Overcoming healthcare industry LinkedIn benchmarks
Healthcare industry benchmarks on LinkedIn are notoriously low in terms of engagement, with an average engagement rate of around 2.2%. This posed a challenge because Proteq’s target audience, being in the healthcare sector, was less likely to engage actively with content on LinkedIn compared to other industries.
We addressed this by crafting posts that were not only informative but also visually engaging. We used strategic visuals, such as carousels and videos, to stand out in users’ feeds. By tying in emotionally resonant themes, such as human approach, women’s leadership and sustainability, we prompted interactions from even less active LinkedIn users. This approach enabled us to far exceed the typical industry benchmarks, with an engagement rate of over 53% on key posts.
One of our key strategies was to leverage Proteq’s partnerships, such as HealthPRO Canada and VetCircle, to boost visibility and engagement. However, these partnerships required delicate handling to ensure that the messaging aligned with Proteq’s values while still appealing to the partner’s audience.
We collaborated closely with our partners to ensure that the content felt authentic and valuable to both audiences. For example, when creating content for the VetCircle campaign, we offered an exclusive 20% discount on top-selling surgical packs. This not only benefited the partner’s audience but also drove meaningful engagement back to Proteq. By crafting win-win scenarios, we were able to boost both engagement and future collaboration opportunities.
Execution challenge 2: Navigating partnership content
Results
Compared to LinkedIn benchmarks for the healthcare industry—where the average engagement rate is 2.2%—Proteq’s performance far exceeded expectations.
The results of our two-month campaign were impressive:
- Follower growth: 73% increase, including key industry figures such as CEOs and thought leaders.
- Total impressions: 27,420
- Engagement rate: 42.1%
In 2024, LinkedIn benchmarks for the medical and healthcare industry include several key performance indicators (KPIs):
- Engagement rate: Healthcare organizations on LinkedIn tend to see an average engagement rate of around 2.2%. This includes actions such as likes, comments, and shares (Social Media Dashboard).
- Follower growth: The weekly follower growth rate for healthcare companies on LinkedIn is around 0.55%, which is relatively low compared to other industries like tech (Social Media Dashboard).
Conclusion
In just two months, we transformed Proteq Medical’s LinkedIn presence from underutilized and overlooked to a dynamic and engaging platform. Through a carefully designed strategy that highlighted their strengths as a woman-owned company and capitalized on key industry partnerships, we achieved exceptional results in engagement, follower growth, and brand visibility. Proteq Medical is now well-positioned to continue growing its influence within the healthcare industry, and our successful campaign has laid the foundation for ongoing success.
“Canada Digital Market demonstrated a deep understanding of our industry, product portfolio, and customer needs. They developed an effective LinkedIn strategy and executed it flawlessly.“
Founder & PresidentProteq Medical
Have questions or ready to elevate your marketing strategy? Contact us today to learn how we can help your business grow!
Sources: Internal sources, Proteq Medical’s website and LinkedIn account.
19th September, 2024
Author: Canada Digital Market Inc.
Stay ahead with marketing insights
Get the latest tips, strategies, and industry trends delivered straight to your inbox. Sign up for our newsletter and learn how to boost your business with actionable advice designed for Canadian entrepreneurs.
You must be logged in to post a comment.