Climbing the Medical Device Social Rankings: Balancing Global HQ and Local Content
ABOUT Fisher and Paykel
Fisher & Paykel Healthcare, headquartered in Auckland, New Zealand, is a global medical device company that designs, manufactures, and markets products for respiratory care, acute care, and the treatment of obstructive sleep apnea. Headquartered in Auckland, New Zealand,
the company sells its products in around 120 countries, employs roughly 4,000 people worldwide, and ranks among the three largest respiratory care device companies globally, putting it in direct, high-stakes competition with other major names in medical devices.
THE CHALLENGE
Fisher & Paykel Healthcare’s reps in the US needed a controlled way to promote content on social media rather than everyone posting independently and inconsistently. Complicating that, content came from two different places: the global headquarters in New Zealand, and the US
team producing its own localized content. The company needed both layers to work together without losing control of the brand voice. On top of that, despite being one of the largest players in its industry, the company had never managed to crack the top of the rankings for medical
device companies on social media.
THE SOLUTION
MarketBeam gave Fisher & Paykel Healthcare a centralized way to manage content coming out of global HQ while still letting the US team create and promote content tailored to its own market, with both layers boosted by the sales team rather than left to find their own audience.
The effort paid off in a way the company hadn’t seen before: Fisher & Paykel Healthcare moved up to 4th in the industry among its competitors, the highest ranking it had ever achieved.
THE RESULTS
99%
Increase in follower growth
$8,820
Earned Media Value (EMV) generated over
2 years.
THE BENEFITS
- Sales reps got a controlled, consistent way to promote content instead of going it alone
- Global HQ content and localized US content worked together instead of competing
- The sales team became a real amplification force behind both layers of content
- A previously out-of-reach industry ranking became achievable
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