How We Grew MEDWING's Social Media Reach by 400% in One Year
From 20,000 to 100,000 monthly viewers – see how we transformed MEDWING's social presence with zero agency support and created viral healthcare recruitment content that resonated.
The Challenge: Breaking Through Digital Noise
20K
Starting Reach
Monthly organic viewers before optimization
MEDWING's social presence lacked personality and direction. Posts were infrequent, engagement was minimal, and we were missing critical opportunities to showcase our employer brand where healthcare professionals spend their time.
Competitive Intelligence Automation
Scan Competitors
Automated weekly monitoring of top healthcare recruitment accounts
Analyze Trends
Identify high-performing content types and engagement patterns
Extract Insights
Determine optimal posting frequency, formats, and tone
Using n8n and Apify, we built an automated intelligence system that scanned competitor accounts weekly. This gave us actionable insights into what resonated with healthcare professionals across platforms, from content themes to posting cadence.
Streamlined Content Workflow
Planning
Content calendar with themes, platforms, and deadlines
Creation
Scripts, filming, and editing with in-house resources
Publishing
Consistent 5x weekly posting schedule
Analysis
Performance tracking and strategy refinement
We implemented a structured Monday.com workspace that transformed our approach from random posting to strategic publishing. This system provided full visibility into upcoming content, clear task ownership, and deadline tracking – critical for maintaining our ambitious 5x weekly posting schedule.
Content Creation Strategy
Idea Generation
Used ChatGPT to brainstorm concepts and scripts tailored to healthcare professionals. Created a distinct voice that blended industry knowledge with humor and relatability.
In-House Production
Shot and edited all videos internally with minimal equipment. Adapted trending formats for our audience, creating skits and scenarios specific to healthcare recruitment challenges.
Consistent Distribution
Maintained a weekday publishing schedule across Instagram and TikTok, with platform-specific optimizations for each piece of content.
Our content approach balanced creativity with efficiency. Rather than hiring an agency, we developed an internal production system that allowed us to move quickly while maintaining MEDWING's authentic voice in every post.
Testing and Optimization Framework
Test Multiple Formats
Experimented with diverse content types including skits, workplace humor, day-in-the-life, and healthcare trend reactions.
Analyze Performance
Tracked engagement metrics across posts to identify patterns in what resonated with our audience.
Scale Winners
Doubled down on high-performing formats while refining our approach based on audience feedback.
The key to our success was relentless experimentation. We didn't just post and hope – we systematically tested formats, tracked results, and optimized based on data. This iterative approach allowed us to discover winning formulas specific to MEDWING's audience.
Breakthrough Results
400% Growth in Reach
Expanded from 20,000 to 100,000 monthly viewers across platforms, creating significantly more brand visibility in the healthcare recruitment space.
Viral Content Success
Achieved 820,000+ views on our top-performing TikTok, demonstrating the potential of strategic social content even in niche B2B sectors.
Consistent Publishing
Maintained a 5x weekly posting cadence that built audience expectations and platform algorithm favor.
Our structured approach delivered measurable results that transformed MEDWING's social presence from an afterthought to a strategic asset for employer branding and candidate engagement.
Key Takeaways for Marketers
Structure Enables Creativity
Our Monday.com workflow created the foundation for consistent output without micromanagement. Clear processes actually accelerated creativity rather than stifling it.
Budget-Friendly Impact
With zero agency support, we achieved professional results using in-house talent and tools, proving that resourcefulness often outperforms large budgets.
Strategic Trend Adaptation
Instead of blindly chasing trends, we thoughtfully adapted popular formats to fit MEDWING's unique voice and healthcare recruitment context.
Data-Driven Iteration
Continuous testing and measurement allowed us to quickly identify what resonated with our audience and double down on winning strategies.
The transformation of MEDWING's social presence demonstrates that with the right structure, consistent execution, and data-driven optimization, even niche B2B brands can build engaging social media presences that drive meaningful business results.