Should You Keep Posting if Your MedTech Social Content Isn't Hitting its KPIs?
Digital marketers are driven by data, but data that’s misinterpreted leads to the wrong conclusions.
Standard KPIs tell us how many people clicked or engaged, and further analysis helps us understand the why—looking at timing, creative, and audience behavior. However, the goal of this analysis isn't to decide whether to 'post or not' on a channel; it's to optimize every touchpoint to ensure it meets your brand’s long-term goals.
Social SEO and AI Search Visibility
However, we live in an AI-driven world now, where the value of social media posting extends beyond engagement-- the value is in the Social SEO and AI Search Visibility. Put simply: frequent, high-quality posting provides the continuous data AI needs to index your brand faster i.e. understand what your product/brand is about to show your website in the searches relevant to your target audience, and to establish the topical authority.
Marketing is not about a single channel, it’s an ecosystem [of interconnected channels]: Your social media feeds your SEO, your SEO builds your authority, and your authority shortens your sales cycle.
How your social media impacts your SEO
What is Social SEO?
Social SEO follows the same logic as website SEO, but with social SEO you optimize your content to appear not only in Google Search (or other search engines) but also within social platforms.
AI Tools (ChatGPT, Perplexity, Gemini) scan social platforms to learn more about your brand and what content you post about to properly index the page (so it can be displayed in the relevant search results). And if you post often, you give AI fresh content to pull regularly to ensure your brand/product website is displayed in the right search results.
In Medical Device, a common social media strategy includes Employee Amplification Strategy - employees sharing product launch news on personal social media accounts with appropriate hashtags, Executive Posting - where key leaders write posts and LinkedIn articles with their take on the product launch. All these actions matter - they all contribute to Social SEO.
What is Topical Authority?
Topical Authority is equivalent to “thought-leadership” but for your brand’s social content.
When you frequently post high quality content that is engaging to the audience, you build and authority in the topic area, i.e. within your product’s domain — either it is a therapy, disease management, etc. This signals to AI that you are an expert, and your content needs to be pulled up ahead of others. And Social SEO further contributes to your topical authority.
Looking for a social media strategy that prioritizes Social SEO? We help MedTech brands create optimized content that ranks and resonates. Schedule your strategy session.
What is Trust?
When you post high-quality content that’s engaging to the users – people like, share, and comment on your content – it signals AI that it can trust your brand, because others have already “vetted” you through social interaction - think of it as third-party approval of your expertise.
Topical Authority and Trust together improve your ranking.
Note: As a MedTech brand, don’t post for the sake of posting as AI can also tell if your content is low-quality which can hurt your authority.
Final Takeaway?
Yes, you should continue posting on social media channels even if your content underperforms on KPIs because you build social SEO, topical authority and trust to signal search engines to pull up your brand/product website in the relevant searches.
