How We Built a High-Impact LinkedIn Ecosystem

LinkedInBiotech

Dec 17

for a fast-growing biotech company

We partnered with a cutting-edge biotechnology and fertility innovation company to elevate their LinkedIn presence across four key profiles: three founders and the corporate page. The goal was clear: build authority, increase visibility, and create a content engine that reflected the company’s groundbreaking work and human-centered mission.

By developing a platform-specific LinkedIn strategy—aligned but intentionally differentiated across each founder—we transformed LinkedIn from a passive channel into a powerful engine for thought leadership, community growth, and industry credibility.

The Challenge

When the partnership began, the brand had strong science, strong leadership, and strong momentum—but lacked:

1. A unified LinkedIn strategy across founders and corporate channels

Content was inconsistent and lacked thematic cohesion, making it harder to build authority or take advantage of key moments.

2. A storytelling approach that matched the emotional depth of their mission

The company operates at the intersection of human stories and scientific innovation. Their content did not yet reflect that heart-forward narrative.

3. A scalable content system that leveraged the unique strengths of individual founders

Each founder had a distinct voice and audience, but these differences weren’t being used strategically.

4. Visibility among the right decision-makers

The audience was niche and highly specialized. To reach embryologists, fertility doctors, researchers, and biotech leaders, content had to be intentional, high-quality, and optimized for LinkedIn’s algorithm.

OUR APPROACH

1. Founder-Led Thought Leadership Tracks

Due to the nature of the LinkedIn algorithm, founder profiles consistently achieved significantly higher engagement than the corporate page. We built three customized content tracks—one per founder—each aligned to their voice, expertise, and goals:

Clinician-Researcher POV
Educational content, scientific breakthroughs, and community impact.
Operator/Engineer POV
Innovation, engineering, robotics, and product development storytelling.
Systems/Founder Vision POV
Market dynamics, future of embryology, and perspective pieces.

This approach turned the founders into the faces of the category, not just representatives of a brand.

2. A Narrative-Driven Brand Content System

While founder pages carried the personal storytelling, the corporate page became the hub for:

High-production product visuals
Scientific milestones
Media features and press amplification
Team culture and behind-the-scenes access

The content was unified under a shared strategic theme: Show the world how this team is reshaping the future of fertility.

3. Emotional, Human-Centered Storytelling

A core insight from our work together: Emotional storytelling far outperformed technical content alone.

So we built a content series framework that focused on:

Founder origin stories
Ultimate family business narratives
Team culture and appreciation
Posts that celebrated the humanity and history behind the innovation

These themes drove some of the most resonant conversations across the entire LinkedIn ecosystem.

4. Strategic Use of Events & External Validation

We created an amplification system that turned real-world moments into digital momentum:

Industry conferences
Press coverage and media features
Journal publications
Award recognitions
Milestone announcements

Each moment was supported by a coordinated rollout across all profiles to maximize reach and credibility.

The Results

While proprietary numbers remain confidential, the outcomes were clear and transformative:

Massive multi-channel audience growth. The brand and founder profiles saw significant increases in followers, reach, and overall traction.

A dramatic uplift in impressions and engagement. Consistent storytelling, improved visuals, and strategic posting cadence led to measurable and sustained improvements in visibility.

Founder profiles became industry thought leaders. Founders consistently outperformed traditional brand content—often by 2–3x—solidifying their influence.

Breakout content formats emerged. Human-interest storytelling, visually compelling innovation showcases, and founder commentary became reliable top performers.

Expanded presence in target markets. Particularly across key U.S. innovation hubs.

A repeatable content system was built. The team can now sustain high-quality posting, aligned across profiles and backed by strategic guidance.

What This Means for Your Business

This case study highlights a core Make Waves philosophy:

LinkedIn isn’t just a channel—it’s a narrative ecosystem. When founders and brand pages tell aligned yet differentiated stories, the whole company rises.

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