Bridging a Gap in Medical Knowledge through Accessible Social Media Design
ROLE
Graphic Design, Social Media Management
TIMELINE
15 Weeks
TEAM
Gloria Josephine, Client Executive
TOOLS
Adobe Creative Cloud (Photoshop, InDesign)
Have you ever tried Googling a medical issue and ended up more confused by all the fancy jargon?
During my graphic design internship at Edelman, I worked with several clients including Microsoft, Allergan Aesthetics, and Mitratel, creating internal work under NDA. One client whose work is public is a leading medical device producer, Mindray, who was struggling with user engagement on their social media platforms.
I was tasked with designing posts that promoted their products, communicated important health topics clearly, and resonated with a diverse audience. I wanted to enhance user engagement by transforming complex medical information into content that was both accessible and engaging for the average Indonesian user. Take an individual in their 40s who might be exploring Instagram after work to learn about conditions like diabetes to better support their loved ones, for example!
Challenge
Designed 60+ social media posts focusing on information clarity and storytelling to boost user interactions by 20% over 15 weeks.
Outcome
What I did
I pivoted from technical jargon to relatable storytelling. For instance, I designed a carousel post that illustrated how Mindray’s defibrillator could be used during a heart attack, turning it into a step-by-step narrative that was easy to follow. This post generated five times more engagement than a previous, more technical post that focused only on the defibrillator's features.
Transformed content through storytelling
Centered Key Visuals and Data
I revamped the posts with action-oriented and human-centric images as covers, which performed better in the algorithm. Using Photoshop, I optimized the composition to highlight key moments and condensed the content into digestible snippets. This shift made the information clearer and more engaging, replacing the dense, jargon-heavy posts with visuals and essential takeaways.
Launched #MindrayMoments to Bring a Human Touch to the Platform
I introduced the #MindrayMoments series to give the brand a more personal touch by spotlighting Mindray employees and their reasons for joining the company. This approach addressed the low engagement caused by the account's overly scientific tone and also tapped into growing interest in job opportunities, which we noticed through users DM-ing us about careers.
Effective Communication
I realized how important it is to balance eye-catching designs with clear, simple messaging. I made sure to make my visuals and words work together so people could easily grasp the information without feeling lost.
Cultural Sensitivity
Adapting Mindray’s global brand guidelines to the Indonesian market taught me a lot about cultural context. I not only had to translate languages, but also understand what resonates with the local audience. Making content that felt familiar and approachable was key to getting the message across.