Between June and October 2024, IOZK successfully expanded its social media presence, achieving:
- 28,000 total reach
- 161% increase in followers
- 216% increase in engagement
By using a multi-platform approach across Facebook, Instagram, TikTok, and LinkedIn, IOZK effectively engaged its audience and tested content strategies to optimise performance. This report highlights the campaign’s successes and insights from content testing.
About the Client
IOZK is a leader in innovative medical solutions, specialising in cutting-edge immuno-oncology research and treatments. Its social media presence is important in educating, informing, and engaging with both medical professionals and patients. By using a mix of professional and patient-friendly content, IOZK aims to grow its community and strengthen its online authority.
The Challenge
The campaign aimed to:
- Expand IOZK’s online reach and follower base.
- Maintain high engagement across all platforms.
- Identify the best language strategy for content (English vs. German).
- Explore opportunities to expand content distribution, particularly on YouTube.
The Solution
Cross-Platform Growth & Engagement
- A tailored content approach for each platform, ensuring relevance to the audience.
- High-performing formats, such as educational posts, testimonials, and medical insights, were prioritised.
- Continuous monitoring of engagement rates to refine content strategy.
Language Testing: English vs. German
- Content was published in both English and German on Facebook to evaluate reach and engagement differences.
- Results showed no significant difference in reach, confirming the need for a balanced mix of both languages to engage existing followers while attracting new audiences.
Platform-Specific Insights & Opportunities
- Facebook: Highest performing platform in terms of reach, making it the key channel for awareness-driven content.
- TikTok: Showed strong potential to connect with a younger UK-based audience.
- LinkedIn & Instagram: Helped reinforce credibility and brand presence within professional and patient communities.
- YouTube Expansion: Identified as a strategic next step, allowing for longer-form content distribution, including educational videos and research insights. YouTube Shorts could also be leveraged to repurpose high-performing content from other platforms.
A structured, phased content strategy was implemented to educate, engage, and build trust with IOZK’s audience. The content themes evolved each month to progressively introduce IOZK’s expertise and patient experience.
Month 1: Establishing IOZK’s Authority & Educating the Audience
- Focus: Foundational content to introduce immunotherapy and IOZK’s expertise.
- What is Immunotherapy? – Explaining the science behind IOZK’s approach.
- Who are IOZK? – Showcasing the institution, its specialists, and its mission.
- Why IOZK? – Highlighting IOZK’s credibility and patient success stories.
- Immunotherapy Treatments – Breaking down the different treatment options.
- Immunotherapy Studies – Sharing research and white papers to build trust.
- Getting to IOZK – Informative content on logistics for international patients.
Month 2: Enhancing Awareness & Addressing Practical Concerns
- Focus: Increasing engagement by addressing audience concerns and interests.
- How to Find IOZK – Helping patients locate the centre easily.
Month 3: Deepening Engagement & Showcasing Patient Experience
- Focus: Building emotional connections with personal stories and FAQs.
- Answering FAQ’s – Addressing common patient queries.
- IOZK vs/& CeGat – Clarifying differences and synergies between institutions.
- How Often Do You Need to Visit? – Managing patient expectations.
- The IOZK People – Featuring the dedicated team behind the treatments.
- Peer Content (White Papers) – Sharing scientific credibility.
- Visitor Interview (Nicola Nuttall) – Real patient experiences to build trust.
- The IOZK Facilities – A virtual tour showcasing the world-class infrastructure.
- Visitor Interview – Adding authenticity through patient testimonials.
- IOZK Success Stories – Highlighting life-changing outcomes.
- The IOZK Local Area – Practical information on hotels, restaurants, and amenities for international patients.
Results
The campaign delivered strong performance across key metrics:
- 161% increase in followers, demonstrating steady audience growth.
- 28,000 total reach, expanding IOZK’s online visibility.
- 216% increase in engagement, showing strong audience interaction and interest.
Key Takeaways from Performance Analysis:
- The multi-language strategy (English + German) ensures inclusivity while reaching new audiences.
- Facebook remains the most effective platform for awareness, while TikTok presents an opportunity for younger audience engagement.
- Expanding to YouTube will enhance content reach and allow for deeper storytelling through long-form videos.
