Organic Social Media at Scale to Drive Engagement
Type
Bricks & Mortar
Client
Healthcare Services
Category
Organic Social Media
Tasked with managing 17+ local clinic social media accounts in a niche industry, we developed a scalable cohort-based strategy. Balancing clinic-specific content, SEO optimization, and client preferences, we delivered up to 1,768 unique, compliant posts annually while preserving brand integrity.
01 The Challenge
1 brand and 17+ local clinics with a desire to keep their local identity
This client is a province-wide healthcare respiratory therapy service provider operating multiple bricks & mortar clinics across the province. They posses a large number of local clinics throughout the province of Ontario, Canada.
02 The Strategy
Create a segmented cohort approach whilst keeping local identity
Developing enough content for 17+ local clinics across multiple media channels in a highly niche industry required meticulous planning and research. We created a unique cohort-based approach that not only grouped 2–3 clinics to share content efficiently but also allowed each clinic to choose their level of involvement. Some clinics opted for a hands-on approach, collaborating with us in monthly content meetings, while others preferred a hands-free strategy. By accommodating both preferences and leveraging insights across the company, we ensured brand integrity and consistent development while maintaining localized relevance. Read on to discover how we implemented this solution.
03 The Solution
Unique posting within cohorts increases organic presence in-platform and across the web.
To address the challenge of managing 17+ local clinic social media accounts in a niche industry, our team delivered a scalable, innovative solution that balanced the client’s “locally-owned” identity with the need for regulatory compliance and cost-efficiency. By implementing a cohort-based content strategy, optimizing for SEO, and leveraging meticulous planning and research, we successfully produced hundreds of unique, localized posts annually, ensuring both brand consistency and meaningful engagement.
The Strategy
Cohort-Based Content Strategy
- Grouped 2–3 clinics into “cohorts” to share a unified posting schedule while maintaining individual clinic identities.
- Streamlined content creation efforts by creating templates and content themes tailored to each cohort, significantly reducing the workload while ensuring localized relevance.
Regulatory Compliance Across Channels
- Ensured all posts adhered to the client’s industry regulations and guidelines.
- Developed a content approval workflow to mitigate risks of non-compliance while enabling efficient collaboration and sign-off processes.
Content Customization for SEO Optimization
- Designed unique variations of posts for each cohort to avoid content duplication penalties from social media platforms and search engines.
- Modified visual elements (e.g., images, videos, graphics) and written copy slightly for each clinic within the cohort to maintain originality while preserving the core message.
Niche Content Development
- Conducted in-depth research into the client’s niche industry to create informative and engaging content that resonated with the target audience.
- Leveraged existing materials, industry trends, and evergreen content to supplement the lack of continuous access to industry experts.
Efficiency at Scale
- Produced between 884 and 1,768 posts annually by batching content creation and scheduling across clinics in a methodical way.
- Implemented cost-effective tools and resources to manage social media calendars and monitor performance.
Enhanced Organic Reach
- Balanced the creation of locally relevant and universally appealing content to increase engagement while supporting the brand’s overarching SEO objectives.
- Maximized the value of each post by aligning it with best practices for organic social media growth and search engine optimization.
- This approach ensured that the client could maintain their “locally owned” identity across 17+ clinic-specific accounts while achieving significant cost and time efficiencies, delivering impactful and compliant organic social media content at scale.
Audits
Paid Media
Earned Media
Software Development