Optimising Dual Instagram Channels to Engage HCPs and Public Audiences
/Overview
Cube partnered with a leading medical aesthetics company to modernise its social presence and reflect its position as an industry leader. For the first time, an always-on content strategy was implemented, bringing consistency, structure and strategic direction to the brand’s digital activity.
Through a dual-channel Instagram strategy, we built a confident, public-facing presence to drive broader awareness, while deepening engagement with HCPs through gated, value-led content. A mix of organic and paid tactics drove reach, engagement, and follower growth across both audiences.
/Challenge
The core challenge was to grow two distinct audiences – the general public and healthcare professionals, across separate Instagram channels, each with very different needs. For HCPs, we needed to demonstrate the value of a gated, clinician-only channel, without being able to reference it openly. For the public audience, we had to build brand presence and trust without being able to speak directly about the company’s products or services. Achieving this within a complex internal review process and a highly regulated environment required a strategic, structured and creative approach.
/Solution
Cube developed a structured six-month plan grounded in channel best practice to launch and scale the activity effectively. Key activities included:
- Channel optimisation: Audited both channels to implement foundational improvements, including Linktree integration, keyword optimised bios and curated highlights to support discovery and streamline the user journey.
- HCP channel rebrand: Renamed and repositioned the gated HCP channel to better reflect its unique value, while simplifying the sign-up process for a smoother experience.
- Aesthetic refresh: Refreshed the visual identity within brand guidelines to enable modern, people-first content formats such as ‘day in the life’ and ‘this or that’, increasing relevance and appeal.
- Engagement guidelines: Worked with the company’s compliance team to develop new engagement guidelines, unlocking use of mentions, reshares and hashtags for the first time.
- Paid campaign: Complemented the organic strategy with targeted paid campaigns focused on follower acquisition and platform sign-up conversions, aligned to specific KPIs.
Impact
A clear and measurable uplift in organic metrics was achieved across both channels (corporate and HCP), supported by strong performance from the paid campaign strategy.
Strong follower growth
The corporate channel gained 580 new followers within a 5-month period. The paid campaign, focused on follower growth drove the largest spike, delivering over half of all new followers in one month.
Creative performance
Top-performing Reels followed trending formats like ‘Day in the Life’ and ‘This or That’, consistently delivering the highest plays and engagements – validating the people-first creative strategy.
Engagement uplift
Corporate channel engagement rate rose to 6.19%, a 438% increase. Comments jumped 2,000% and saves rose 2,100%, reflecting stronger relevance and value.
HCP engagement with targeted content
The HCP channel averaged 11% engagement rate, peaking at 17% in high-volume months. Behind-the-scenes and trend-inspired content strongly resonated with this audience.
Paid reach and results
Paid social reached nearly 1.9M people. A TGA-compliant product announcement alone drove 1.38M reach and 14,000+ engagements, setting a new benchmark for compliant digital content.
Strong conversion through Linktree
Consistently high Linktree click-through rates (64% CTR average on the HCP channel), reflecting strong alignment between content and audience intent.
TESTIMONIAL
Cube has partnered with Biocelect managing the arrival of a COVID-19 vaccine to Australia and New Zealand. The team has worked attentively and collaboratively with Biocelect and the US team in managing the challenging pandemic and vaccine dynamics as they evolve. They have applied their strategic communication, crisis management and media skills to be pre-emptive and agile in preparing for and managing local media and political commentary. They are responsive, professional, a pleasure to work with and, like Biocelect, hardworking!
We brought Cube in as an external agency to support us with a communications initiative for one of our products in 2019. Now – I don’t know what I would do without them! They are no longer viewed as ‘the agency’, but integral to the Novartis team – as partners and strategic advisors. Now working across multiple portfolios, Cube consistently bring their high-level strategic insight, laser focus for detail, and deep expertise across the entire gamut of communications. I would highly recommend Cube to anyone looking for a nimble yet well-rounded agency partner.
In our dealings with Cube over the past 3 years, we have found the team to be very professional, enthusiastic and helpful. Their high level of honesty and integrity means we have full trust in their recommendations and their approach to meeting our needs. Their strategic thinking and recommended plans are always well-considered. They have done high level strategic work for us and developed detailed plans as well as a new service launch. They have been very responsive to our needs and we would not hesitate to engage them again!
MS Australia engaged Cube for two critically important campaigns in the first half of 2022. Their strategic planning and implementation was first-class, and the very significant results has greatly assisted our advocacy work.
For our landmark MS Nurse Care Report launched in Tasmania, Cube crafted a communications plan focussed on local media which as planned, fanned out to outlets across the country. The coverage was astounding and helped raise vital awareness about the role of the MS Nurse in the patient care journey and the need for more funding.
Cube also expertly project-managed a market research study and national communications plan for our Employment & Workplace Survey, launched on World MS Day. This campaign garnered significant media coverage and spotlighted critical issues around employment and MS.
We cannot thank Cube enough for their friendliness, support and compassion for people living with multiple sclerosis.
Working with Cube has been a remarkable experience. Like BeiGene, they are a small team with big ambitions. Time and again, Cube has proven to be an effective, reliable, and responsible partner. They bring enormous energy, detail and innovation to every project and have helped BeiGene achieve the highest goals and meet the tightest timelines. For every idea, they have a solution ready.
We are delighted to work with Cube, whose professional attitude, deep experience and expertise in health communications put them head and shoulders above the competition. In addition to obtaining fantastic coverage for us, we continue to appreciate the attention to detail at every stage from planning through to showcasing the results of our campaigns. Our media strategy, guided by Cube has hit the mark in a judicious approach and fulfilled our strategic purpose.
The Cube team have extensive experience in strategic communications to create impactful campaigns and events and demonstrate a real understanding of our organisation’s brand, objectives, and a broad range of partners and stakeholders. The team are dedicated to and skilful at crafting compelling narratives, securing high-profile media placements, attending to details and navigating through challenges in complex environments.
Collaborating with Cube has been an immensely positive experience. Cube has demonstrated an excellent understanding of our goals and values, ensuring every aspect of the communications plan aligns with GSK’s mission. Their proactive approach in identifying opportunities and potential challenges has been a key factor in the success of our communications efforts. With meticulously planned execution of media engagements, the team’s professionalism, enthusiasm and creativity have exceeded our expectations, making them an indispensable business partner.
