Designing a system before designing posts
This campaign started right after our soft launch, so instead of jumping straight into posting, we focused on building a repeatable system.
We defined clear content buckets, aligned on what Pillbie should visually stand for, and translated that into flexible post and reel templates we could reuse without losing consistency.
The goal wasn’t volume, but clarity: a visual language that feels calm, trustworthy, and relatable for a younger audience dealing with medication routines.
This foundation allowed us to move fast later, without redesigning everything for every post.
Talking about adherence without sounding clinical
Our content direction focused on relevance over reach. We shaped our messaging around responsible medicine taking, adherence, and tracking habits in a way that fits into everyday life, not medical jargon. The challenge was staying informative without being overwhelming, and supportive without sounding preachy.
By framing posts around routines, small wins, and real-life scenarios, we aimed to earn attention from non-followers and slowly build trust with people who are often overlooked by traditional healthcare communication.
Learning from the first month and adjusting what mattered
After the first month, we reviewed what actually moved the needle. Which formats brought more non-follower views, which posts led to follower growth, and which publishing times performed best.
On Instagram, November drove higher reach with over half of views coming from non-followers, while December helped stabilize and refine engagement.
On LinkedIn, the same content mindset resulted in a significant jump in impressions and reactions over a short period. These insights helped us double down on formats and timing that worked, and simplify what didn’t.
