Social Media Strategy and Management
Other Services We Provide: Email Marketing, Videography, Photography
JUNE 2024 to SEPTEMBER 2024
Christie Medical Holdings, Inc. develops and commercializes medical technologies for global healthcare professionals. “Illuminating revolutionary patient care™” (their founding principle) is completely brought to life through Christie’s market-leading product, VeinViewer®. Even the most experienced clinicians need help with first stick success sometimes, so VeinViewer® uses The Original Green Light to reveal a crisp, real-time, HD image of patients’ vasculature.
On June 24, 2024, our team posted a short 6-second Reel quickly showcasing how the VeinViewer® device works. On average, we would see about 111 profile views per month, but in just 24 hours, this single video garnered over 600,000 views!
While this was a monumental milestone for our client, we took strategic steps to optimize the @christiemedical Instagram profile and bring this to fruition.…
Today, the average person’s attention span is approximately 8.25 seconds (something we take into consideration during every social media strategy session). If long-winded, detailed content has now become a thing of the past, how can we keep target audiences engaged? How can we entice them to answer your call(s) to action? In this 6-second Reel that quickly went viral, we took a fresh approach designed to cater to the modern consumer.
Fast-Paced Videography
Theoretically, five consecutive shots of the VeinViewer® could be perceived as repetitive. You’ve seen the product once already, and maybe you want to learn something new. But it’s the dynamic that visual variety brings to the table, keeping audiences inextricably hooked as they don’t know what’s next. It’s this punchy sort of videography that leaves audiences with just enough information to know the basics… and yet, with not enough to simply scroll and move on.
With several different product shots shown in just the blink of an eye, our in-house video editor successfully kept viewers engaged using a unique Zoom effect as well as by syncing up movement to a trendy audio.
An Engaging Hook
Is it true that there’s a science to social media success? The experts at Hootsuite say so, so we put their claims to the test! Thumb-stopping hooks can allegedly make or break your content, one hook being to ask audiences a question and then answer it.
Rather than reiterating what this Reel already shows (that VeinViewer® illuminates veins), we wanted to give audiences pause with the fact that they’re able see vasculature up to 10mm deep. And thinking one step ahead, we also included a list of common applications. After seeing this video that leaves behind plenty of room for mystery, viewers are bound to wonder, “How can I use this?!”
Ambiguity
Our in-house research has shown us that shorter, more cryptic content is what modern consumers prefer. Whether it’s a 6-second mash-up of product shots or copywriting that consists of just a few words, many brands across a diverse range of industries are leaning toward this new marketing style.
For this reason, we wanted to leave viewers with something to be desired. So we showcased the VeinViewer®, without explaining what it is or what it does; we kicked off our caption with a thought-provoking question, rather than the usual pitch of why you “need” this product; and akin to a mic drop, we didn’t leave audiences with a direct CTA or too much information about the VeinViewer®.
Ambiguous content is performing phenomenally well these days, something we’re seeing with brands like Coca-Cola, adidas, and Hydro Flask.
The takeaway: Followers aren’t a true metric of social media success these days. In fact, the MeyCo team is seeing VeinViewer® than almost any other action. When a current patient finds your content relatable or informative enough to share with someone else, or when you participate in the latest trend, that quality content that you (or your social media team) creates can accelerate business growth and discoverability.
While virality is something we all want, it’s important to consider how your business could (or could not) benefit from overnight fame. Going viral looks good on any profile, quickly giving your follower count, profile views, and inquiries a huge boost. But for a locally or nationally based practice or device manufacturer, all that traction could go nowhere if you’re only able to service leads in a specific area.
Virality also takes time. In a step away from what the competition’s doing, our shift toward punchy, ambiguous content wasn’t an instant hit. Our team had been making strategic changes for quite some time, and ultimately, the smaller improvements we saw led to this massive jump in performance. Patience is key, and the luck of the algorithm plays a role too. *And it certainly helps to thoughtfully curate your content, audio, copy, and everything else in between.
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