Case Study · Branding, Social Media & Ambassadors
Magne-tec
Brand guidelines, a digital media strategy, social media management and a clinic ambassador program for Magne-tec, a Canadian distributor of evidence-based therapy technology, and its owner, Serge Amar.
Best-in-class technology, front of mind
01 — The Challenge
Trusted by clinics, quiet online
Since the early 1980s, Magne-tec has supplied healthcare providers with advanced therapy devices, from lasers to shockwave technology, for podiatry, physical therapy, chiropractic, pain management and medical spas.
Its reputation was built through relationships with clinics, but its digital presence did little to tell that story. Magne-tec wanted to use digital media to raise awareness of the technologies it distributes and reach the decision makers who buy them.
02 — The Approach
Build the brand, then let clinics tell the story
Reach set the brand foundations and a strategy for every platform, then ran content and community for both Magne-tec and its owner, Serge Amar, and built a program that turned the clinics using Magne-tec’s technology into ambassadors.
01
Brand foundations
Brand guidelines covering Magne-tec’s story, vision, mission, logo, brand traits and colours.
02
A plan per platform
A digital media strategy that gave Facebook, Instagram, LinkedIn, Twitter and YouTube each a role in the customer journey.
03
Two voices
Content and community management for the Magne-tec brand and for its owner, Serge Amar.
04
Clinic ambassadors
An ambassador program and media kit inviting clinics to share photos, testimonials and videos of the technology at work.
03 — The Work
Brand, strategy and stories
Brand GuidelinesMarch 2020
Guidelines that captured Magne-tec’s story and set how it shows up everywhere: a vision to be Canada’s trusted distributor of high-end, evidence-based technology, and brand traits from honest and educational to best in class.
Digital Media StrategyMarch 2020
A strategy built around the customer journey, from awareness to consideration to acquisition, with clear KPIs: link clicks back to Magne-tec, audience growth, reach and impressions. Each platform had a defined job in moving clinics along that journey.
Social Media & CommunityMarch – August 2020
Content and day-to-day management across Facebook, Instagram, LinkedIn, Twitter and YouTube for Magne-tec and Serge Amar, including promotion of an Erchonia podiatry webinar, an automated FAQ for Facebook inquiries and monthly reporting.
Ambassador Program & Video TestimonialMay – August 2020
Reach created an ambassador program and media kit for clinics using Magne-tec’s technology. Its first story came from Dr. Hartley Miltchin of Accent on Feet, edited by Reach into a branded “What Our Clients Say” video about the Swiss DolorClast shockwave device.
04 — What We Delivered
The full playbook
05 — The Result
A bigger audience in six months
The results (March – August 2020)
*Combined Magne-tec (31.1K impressions, 183 new followers) and owner Serge Amar (13.9K impressions, 433 new followers) accounts.
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