The healthcare industry is a tough nut to crack for marketers, but we love a challenge.

When Reckitt Benckiser (RB) came to Inversion, they were looking for help to expand the digital presence of their CPD (Continuous Professional Development) brand.

They needed us to create a platform which easily communicated with their industry and offered value-added educational content. 

The answer? A Facebook group that posted meaningful, educational content to grab the attention of their audience.

To create a platform that would resonate with their audience, we looked at who CPD was already talking to, where their audience was spending their time, and what content they were engaging with the most.  

Because CPD is a healthcare brand, we needed to educate ourselves so that the content we created and suggested would be medically accurate. 

This involved research into the technical aspects of their products to create impactful strategies and content, especially for an audience that is already well-versed in medical terminology.

Our research told us that the formation of a targeted Facebook group for their existing and potential audience, known as the CPD Centre Community, would be the best route to achieve the brand’s goals.

We defined CPD and its purpose as offering “unbiased educational content to health care practitioners in South Africa and South Africa expansion countries”. Our design team crafted digital creative assets, graphics, and content that helped to portray this message. 

We linked the Facebook group to the pre-existing CPD website by using content that was already posted there. This created a credible, authoritative environment with educational content on a platform where the audience already existed, allowing them to digest the content at their own pace.

The content strategy included highlighting continuous professional development courses and points, which helped to drive traffic to both the Facebook group and website. We also shared non-branded and branded content focusing on the products sold by RB.

To build trust with the audience, we also shared content from the World Health Organisation, information from medical journals, and general health tips. 

We also gathered content from key opinion leaders, RB endorsed clinical trials, and accredited medical sources to maintain the authority of the Facebook group and continue engaging the audience.