The Brain Inflamamtion Collaborative Social Media Portfolio
In June 2023, I was commissioned by the Brain Inflammation Collaborative to produce scientifically precise social media content for their nonprofit.
My objectives encompassed comprehensive competitor analysis, meticulous content strategy development, and in-depth review of scientific literature. The goal was to craft accurate and pertinent content tailored to their nonprofit’s objectives.
One of my client’s objectives involves creating a clinical trial platform to accelerate our understanding of how neuroinflammation influences our mental health in those suffering from brain inflammation. The success of this project henges on advocacy from health professionals.
Therefore, the client wanted to hire a scientist with a digital marketing background to ensure:
- each post was scientifically accurate
- the conclusions of in each peer-reviewed paper were not overstated
- the content is tailored to both a lay audience and medical professionals
Content Strategy Journey
The most important part of buliding an online community is creating the right content. Content that attracts the appropriate community of advocates and future donors.
Admittedly it took several months to perfect the social media content.
Why was it so challenging?
First, there are zero social media accounts on any platform that creates content designed to educate followers about the correlation between brain inflammation and mental health. I didn’t want to make content about brain inflammation alone and I didn’t want to become another mental health awareness account. Instead, I focused on the intersection between the two topics.
Second, the science of how inflammation can influence mental health is tenuous. It is very easy to overstate the science and eliminate my clients credability in the eyes of mental health professionals. The same professionals the Brain Inflammation Collaborative is trying to attract.
Lastly, it is challenging to water down the science while maintaining accuracy and interest among viewers.
What We Discovered
After months of experimentaion we discovered what type of content is most effective at attracting the appropriate audience.
Simple content that humanized the everyday struggles of those suffering from neuroinflammatory illness and mental health conditions is what becan to work.
We started forcusing on braod topics that are relatable to a wider audience such as treatment-resistant depression, anxiety, and simple stats from peer reviewed epidemeological studies.
See our metrics here.