Key Takeaways
- Organic social media is critical for building trust and credibility in health tech and life science marketing.
- LinkedIn is the most effective platform for connecting with professionals, partners, and decision-makers.
- Human-focused content like team spotlights, behind-the-scenes, and videos increases engagement.
- Compliance in regulated industries can be managed with checklists, pre-approvals, and scheduling tools.
- Evergreen content ensures long-term visibility and brand authority.
- Engaging formats like carousels and animated explainers make complex information accessible.
- A strong organic presence can support paid campaigns, drive partnerships, and boost ROI.
In today’s fast-evolving digital landscape, health tech marketing and life science marketing are increasingly moving beyond traditional campaigns. Brands in biotech, medical devices, pharma, and healthcare are learning that building trust and engagement online is just as critical as innovative products and services. Organic social media is a key strategy in achieving this, helping brands humanize themselves, establish authority, and create lasting connections with their audiences.
In this blog, we’ll break down key insights from our recent podcast episode “Adapt and Thrive: How Biotech & Healthcare Brands Can Win on Social”, providing practical guidance for marketers in regulated industries.
Listen to the Podcast
Why Organic Social Media Matters in Health Tech Marketing
When it comes to health tech marketing, one common misconception is that social media is only for consumer brands. However, organic social media provides a critical touchpoint for professionals, investors, and partners in life sciences and healthcare. Caroline Morris, Social Media Manager at L7 Creative, emphasizes that:
“No one wants to be sold to unless they have some idea of who you are, as a brand.”
In highly technical fields, people often rely on digital content to evaluate trustworthiness and credibility before engaging with a company. Organic social media allows brands to:
- Humanize complex products through relatable content
- Build credibility in a highly regulated industry
- Increase visibility among key decision-makers
- Support long-term adoption of new technologies
Top Challenges for Social Media in Regulated Industries
Organic social media in health tech and life sciences comes with unique challenges. Marketers often express three main concerns:
- Choosing the Right Platform
With numerous platforms available—Instagram, TikTok, Twitter, and LinkedIn—it can be overwhelming to decide which channels provide the best ROI. Caroline notes that for most health tech marketing and life science marketing initiatives, LinkedIn is the top platform for professional engagement. - Compliance Concerns
FDA regulations, HIPAA rules, and industry-specific compliance measures can intimidate marketing teams. Ensuring that content remains within legal guidelines is essential to avoid fines or reputational damage. - Content Relevance and Engagement
Technical content can often feel dry or overly complex, limiting engagement. Brands must find ways to make content both informative and compelling to resonate with their target audiences.
Tips to Overcome Social Media Challenges
1. Develop a Clear Strategy
Before creating content, brands should understand their audience, objectives, and platform strengths. Throwing content at the wall without a strategy rarely works. Caroline recommends:
- Mapping audience personas for different decision-makers (investors, physicians, regulators)
- Prioritizing content types that resonate on LinkedIn, such as thought leadership, case studies, and human-focused posts
- Focusing on evergreen content to maximize long-term engagement
2. Compliance Checklists and Streamlined Approvals
A common fear in regulated industries is that content review slows down publishing. Using a structured process and scheduling tools can simplify approvals without compromising compliance. Key steps include:
- Internal checklist creation: Ensure all posts comply with FDA or HIPAA requirements
- Pre-approval process: Have a team review content before client submission
- Scheduling software: Tools like Gain, Sprout, and Hootsuite streamline edits and approvals, allowing feedback to be incorporated efficiently
This approach not only ensures compliance but also saves valuable time in the content creation cycle.
3. Focus on Human-Centered Content
Organic social media thrives when content feels authentic and relatable. In Caroline’s experience, the most effective content in health tech and life sciences includes:
- Team spotlights: Introducing team members builds trust and relatability
- Behind-the-scenes posts: Showcasing labs, events, and processes humanizes technical work
- Animated explainers and video content: Simplify complex information and increase engagement
“Having a human being explain your work makes your brand more accessible,” Caroline notes.
Video content, particularly on LinkedIn, has shown significant growth in engagement and follower acquisition. This approach helped shape L7 Creative’s strategy for Eisenhower Health, a leader in healthcare in the Coachella Valley, to evolve their recruiting tactics to give them a hiring edge over other healthcare systems when it came to the top nursing prospects.
Our creative content, high-impact video production, and savvy community management propelled Eisenhower Health to new heights on LinkedIn.
- 767% Increase in Impressions
- 306% Increase in Clicks
4. Leverage Organic Social for Long-Term Brand Trust
In a paid-dominated world, organic social media remains a long-term trust-building tool. Organic posts:
- Reinforce credibility with repeated exposure
- Support lead nurturing by keeping audiences informed
- Create opportunities for partnerships and collaborations
LinkedIn analytics often show that professionals visiting a company page after networking events are doing research before engaging further. A strong organic presence ensures your brand stands out during these initial evaluations.
5. Choosing Content Formats That Work
Not every content format works for every brand, but certain formats consistently drive engagement:
| Content Type | Purpose | Example |
| Video | Humanizes brand and explains complex concepts | Animated explainer of a biotech process |
| Carousel Posts | Bite-sized information and storytelling | Step-by-step lab process breakdown |
| Behind-the-Scenes | Builds trust and brand affinity | Photos of the team working in a research lab |
| Thought Leadership | Establishes authority | Blog or LinkedIn article on industry trends |
Caroline emphasizes, “Even if your company is highly technical, there are opportunities to create dynamic content that resonates and builds trust.”
6. Organic Social Supports Paid Efforts
Paid campaigns drive immediate results, but organic social creates context and credibility. Consistent, thoughtful posts prime your audience for paid initiatives, enhancing ROI. For life science marketing, this is especially critical as decision cycles tend to be long and technical.
Best Practices for Health Tech and Life Science Marketing on Social Media
- Have a Strategy Before Posting – Know your audience and goals
- Prioritize LinkedIn – Ideal for professional engagement and partnership opportunities
- Humanize Your Brand – Share team stories, behind-the-scenes content, and videos
- Maintain Compliance – Use checklists, pre-approvals, and scheduling tools
- Use Engaging Formats – Carousel posts, videos, and animated explainers work well
- Balance Content Types – Combine informative content with light, human-focused posts
- Focus on Evergreen Content – Provides long-term value and visibility
Future-Proof Your Strategy
As social media evolves, staying consistent and measuring results remains key. Health tech and life science companies should focus on evergreen content, analytics-driven decisions, and platform-specific strategies. A thoughtful organic presence ensures that your brand continues to build authority, trust, and awareness over time.
FAQs About Organic Social Media in Health Tech Marketing
LinkedIn connects professionals and decision-makers in biotech, medical devices, pharma, and healthcare, making it ideal for B2B engagement and partnerships.
Use internal checklists, pre-approval processes, and scheduling tools to review content. Always ensure posts comply with industry-specific regulations like FDA, HIPAA, or pharma advertising standards.
Video explainers, carousel posts, behind-the-scenes content, and team spotlights are highly effective in making complex content engaging.
Both are important. Organic social builds trust and credibility, while paid campaigns amplify reach. Together, they create a balanced marketing strategy.
Track engagement metrics (likes, comments, shares), follower growth, website visits from social links, and inquiries from potential partners. Use analytics to optimize content formats and posting schedules.
Conclusion
In regulated industries like biotech, healthcare, and life sciences, organic social media is not optional—it’s essential. Health tech and life science marketing teams that embrace a strategic, human-focused approach can achieve:
- Increased brand trust
- Higher engagement with key decision-makers
- Enhanced visibility for partnerships and collaborations
- Improved conversion rates for products and services
For brands in health tech marketing and life science marketing, investing in organic social media is an investment in long-term growth, credibility, and impact.
Let’s talk. Get in touch to build a social strategy for your healthcare or biotech brand that drives engagement and delivers results.
Want to see these strategies in action? Check out our L7 Creative case studies for real-world examples of how we help health tech and life science brands succeed online.
