We Transformed Visante's Social Strategy

Visante, a leading health system consulting company, had a clear goal: strengthen brand awareness and increase engagement through their LinkedIn presence. To achieve this, Visante partnered with Gemini Agency to overhaul their organic social strategy.

Our approach emphasized high-quality content and a consistent posting cadence. Through this new strategy and our collaborative efforts, we transformed Visante’s social program into a major brand-building tool.

The Challenge: An Active Social Program Without Strategic Impact

Before connecting with us, Visante was already active on LinkedIn and had an agency partner producing content. Despite this, their program lacked consistency and strategic direction. This lackluster plan resulted in a widening gap between audience size and audience engagement.

The volume of posts was strong (12 to 16 per month). However, after conversations with the Visante team and a social media audit, we discovered several critical issues:

• Accuracy Problems & Low Content Quality. Visante frequently found typos, grammatical errors, and incorrect details in their published posts.
• Lack of Flexibility & Adaptability. Urgent updates, industry news, or simple changes to the content calendar were difficult to accommodate. They needed a partner who could quickly adapt to a fast-moving healthcare environment.
• Outdated Formats & Weak Creative. High-performing formats such as videos, carousel/documents, or thought-leadership content were rarely (or never) used.
• Engagement Didn’t Match Their Growth. Between June 2023 and June 2024, Visante’s follower count grew from 3,403 to 5,183. Despite this, engagement rate remained flat with no upward trend. This meant the audience wasn’t being nurtured, activated, or engaged.
• Volatility & Unpredictability. Engagement swung from below 3% to above 20%, with no discernible strategy driving the highs or addressing the lows.

Pre-Implementation: Goal Refinement & Discovery

When Visante first came to us, they believed follower growth was their most important metric. However, after digging deeper together, we discovered their true priorities:

• Brand awareness
• Stronger engagement
• Higher-quality content that accurately reflected thought leadership
• A partner, not just a vendor, that delivered proactive ideas, flexibility, and clear communication.

Ultimately, Visante wanted a social presence that felt like them: smart, polished, educational, valuable, and human.

The Solution: Prioritizing Quality & Strategy Over Mindless Posting

We recommended a reset of Visante’s entire strategy with a focus on depth, brand consistency, and content variety. To put it simply: we focused on quality over quantity.

1. A Reduced—But Higher Impact—Content Cadence

Our new cadence included 8 to 10 posts per month. This ensured weekly consistency, room for timely, industry-driven content, and more creative investment in each post.

2. A Stronger Visual Brand

We introduced refined, recognizable creative, built brand-aligned templates, and elevated design quality across all post types. We wanted to make sure users instantly knew a Visante post the second they saw it.

6. Introducing Better Tools & Workflows

We implemented Metricool, a holistic digital marketing platform, for collaborative scheduling, tagging, and transparent analytics. Additionally, we incorporated weekly social check-ins, a cross-channel content strategy document, and a more flexible, dynamic planning model to give Visante the visibility and responsiveness they had previously been missing.

Results: A Total Performance Transformation

After putting our strategy into action, Visante saw almost immediate improvement.

1. Reach & Visibility

Reach and visibility saw significant improvement, with median impressions increasing by 58%, from 813 to 1,288 per post. Top posts now consistently reach over 17,000 impressions, nearly double the previous program’s upper limit.

2. Clicks & Deeper Engagement

Median clicks rose from 23.5 to 49. One standout post even generated 1,043 clicks!

Growth That Speaks for Itself: Followers & Engagement Finally in Sync

By shifting from volume to value, Visante grew its LinkedIn followers to over 7,000. With significant improvements in reach, clicks, video performance, and shareability, we not only expanded the audience but also fostered meaningful engagement, building a social ecosystem the old program couldn’t match.

“Our social team continually brings new ideas and fresh insights to help us engage with new and existing audiences,” shared Kirsten Galloway, VP of Marketing and Communications at Visante. “We’re able to test and measure performance, which then informs us on how to make the most of our investment. It’s been great to see how these efforts are directly tied to new business opportunities and building our brand. I also appreciate how much I’ve learned from them and have such a better understanding of the why — which makes us a stronger team across the board.”

Need help boosting your organic social performance? Reach out to us! Our team specializes in crafting strategies that not only grow your audience but also drive engagement.