We began by defining our audience and researching the competition, which shaped our content strategy. By scoping out what others in the industry were doing, and perhaps more importantly, what they weren’t, we identified opportunities to differentiate ourselves.

Our content centered on what mattered most to our audience—data, research, and industry news—while also adding a human element that many diagnostic companies overlooked. With campaigns like "Fighting off superbugs is infectious," we highlighted our microbiologists, lab techs, and staff—the ones who actually use the equipment—bringing their faces to the forefront.

As the marketing strategy shifted to focus more on promoting our value props, so did our content. We shared research-backed posts and eye-catching visuals that reinforced our key messages. Over the past year, this approach paid off with a 25% increase in followers.