We’re focused on organic content for academic and research departments at universities and have helped three of the top 10 medical schools in the U.S. achieve content marketing success.
We understand how to develop a social media strategy for universities and execute content marketing tactics that engage and excite stakeholders in the academic environment.
Our content team has worked or consulted with faculty researchers, medical residency programs and university departments focusing on academic medicine, mental health, radiology and more.
Each came to us with unique challenges, and each found the solutions – and results! – they needed in Media Logic’s proven process.
Successful social media strategy for universities
How we help our academic clients achieve success.
Rank #8 on Feedspot’s Top 25 Medical School Blogs
With the help of Media Logic’s proven process, Stanford Medicine 25 publishes organic content on its blog and social media channels to promote its work: teaching bedside exam skills to students, residents and healthcare professionals and advocating for the culture of bedside medicine.
Results
Over the 5-year relationship, we have helped the Stanford Medicine 25 blog rank #7 on Feedspot’s list of top medical school blogs, based on traffic, social media followers, domain authority and freshness.
Create and sustain industry-leading Twitter account
Using our collaborative ContentHub, Media Logic has been developing organic content for UCSF Imaging for over 10 years, including creating and managing one of the top Twitter accounts in the industry. When we were getting started, only 8% of academic radiology departments had Twitter accounts and only 5% were active.
Results
In 2015, based on account activity and content, an academic study named @UCSFimaging among the top three Twitter profiles in academic radiology. Since that time, we’ve continued to grow the content effort, including growing the Twitter audience by over 300%.
Promote residency program with Twitter takeover
During the early months of the pandemic, when social distancing and lockdowns were the norm, one of Media Logic’s content marketing clients presented a unique challenge. It was conducting residency interviews virtually and needed to find a way to give applicants a sense of what it’s like to be on campus as a resident in the program.
With the help of our proven process, we launched a resident Twitter takeover for the client. Over the course of a week in August, residents shared photos and stories from their daily lives to give med students a glimpse into the residency program.
Results
The effort was highly effective, leading to 50,000 post impressions — 16% of all impressions during Q3 — in just one week. It contributed to a 124% increase in engagement over the previous quarter and included two of the top three tweets from Q3.
The resident Twitter takeover is now an annual campaign for the client and serves as a model for other university departments, which have begun to borrow the approach.
Use social media to amplify conference presence and thought leadership
A long-time content marketing client wanted to establish a larger presence at its industry’s top annual conference. Media Logic responded by developing a social strategy for the event, including everything from highlighting the client’s lectures and awards to optimizing posts with the right hashtags. We plan and prepare well in advance so that once the event hype starts, we have “all hands on deck” to create graphics, post schedule updates and retweet attendees.
Results
The effort has evolved into the client’s largest social media campaign each year.
In post-campaign analysis from the two most recent conferences, we continue to see impressions and engagements spike. Individual conference tweets are earning hundreds of engagements, including highly prized retweets and link clicks.
Leverage industry observances to highlight department initiatives and priorities
Media Logic works with its content marketing clients to capture opportunities to be part of important and relevant social media conversations. Our approach is to add value in a meaningful way while highlighting the client’s passions, priorities and thought leadership. Popular observations with our academic medicine clients include Women in Medicine Month and Doctors’ Day.
Results
For Women in Medicine Month, one academic client celebrated faculty research interests and credentials with personal stories and quotes boosting the engagement rate in September by 26%.
Doctors’ Day, which takes place March 30, is a chance for one of our content marketing clients to recognize the physicians in its department. For a recent campaign, the client published 15 social posts for Doctors’ Day, including a Twitter thread and message of gratitude from the department chair. The content boosted social performance for the entire month, earning 383 engagements and a 3.2% engagement rate.
Host Twitter chat to promote thought leadership and increase visibility
Using Media Logic’s proven process, we collaborated with a content marketing client to incorporate Twitter chats into its social media strategy. We hosted the Twitter chat during Breast Cancer Awareness Month to promote the client’s thought leadership in screening and detection. The chat featured one of the client’s top SMEs and used a custom hashtag to unify and “brand” the content. To promote the chat ahead of time, Media Logic invited influencers and previewed it in social posts and a blog. To get additional mileage from the effort, we also published a blog post recapping the chat’s key insights.
Results
The Breast Cancer Month Twitter chat is now an annual campaign for the client, consistently resulting in a lift in content performance. The most recent chat drew 57 contributors (with average follower counts of nearly 8.5K). Each contributor tweeted an average of 5.89 times, resulting in 336 total tweets and 212 retweets. The potential reach of all tweets during the chat was 2.4 million impressions.