• Karl Schmieder

Content Strategy Drives Growth of Social Network

Updated: Oct 27, 2018

Growing a niche-focused social network requires leveraging existing tools and engaging an audience. Here's how messagingLAB helped grow a physician-only network.



When Cegedim launched its physician-only social network, DocNet, it was entering a crowded marketplace and needed to communicate to physicians the value of joining this new network.

messagingLAB created a content strategy based on the Hero’s Journey, a category of stories that involve a hero who goes on an adventure, is tested by a crisis, and, in victory, comes home transformed. The plan leveraged existing social networks to engage physicians, wherever they might be on their “hero’s journey.”

Upon executing the plan, DocNet saw month-over-month double-digit membership growth.