Radiology reimagined

From the learning agency to a real-life project

written by Teresa Kim Ngan Nguyen

• Learning Agency: Digital Strategy
• Winter semester 2025/26, 3rd semester
• Prof. Dr Patricia Bliemeister & Simon Kunisch

In the third semester, as part of our learning agency, we had the opportunity to carry out a real-world client project for the Radiology Department at Main Park Centre. Rather than simply developing theoretical concepts, we were able to support a real-world practice in strategically building its social media presence whilst simultaneously improving its recruitment efforts in a targeted manner.

The aim of the project was to increase the radiology department’s digital visibility and to target its recruitment efforts specifically at qualified specialists.

The initial situation

The radiology department had previously had very little online presence and wanted to professionalise its digital communication. At the same time, the recruitment process faced the challenge that, whilst applications were being received, they often did not meet the required qualifications.

Our task was therefore not only to create engaging content, but also to develop a well-thought-out overall concept that combines visibility, trust and employer appeal.

Analysis as a strategic foundation

Before we began the creative implementation, we focused on a thorough analysis phase. We examined how other radiology departments use social media, which content performs particularly well, and what expectations both patients and potential applicants have of medical accounts.

It became clear that team-focused content performs particularly well, as do Reels and video formats that offer personal insights. Medical topics explained in an accessible way – such as the differences between MRI and CT scans or the use of AI in diagnostics – also attract a great deal of attention, provided they are presented in an approachable and credible manner.

At the same time, it became clear that medical content on social media is certainly in demand, provided it is presented in a way that is understandable, credible and authentic. An artificial or heavily promotional presentation, on the other hand, tends to be off-putting.

These findings formed the basis for our next steps.

Our social media strategy for Instagram

For Instagram, we developed a structured content strategy with recurring formats to give the account a clear direction and high brand recognition.

Our formats included, amongst others:

‘Did you know that…’ – an educational format that explains medical topics in an accessible way, e.g. the difference between MRI and CT scans in short Reels featuring staff from the practice

“I am a…” – a creative introduction to medical equipment, in which, for example, the MRI scanner itself “speaks” and explains its function

“Scan-dally well prepared” – an FAQ format covering examinations and procedures, such as how an MRI scan works or what patients should bear in mind

“Diagnosis: Truth” – debunking myths in a radiological context, e.g. regarding radiation exposure or common misconceptions

“Under the spotlight: our team” – personal insights into the practice team with short video statements from individual staff members

“Our practice in the X-ray spotlight” – authentic glimpses into day-to-day working life, with a focus on employer branding

All posts were deliberately designed in the standard 9:16 format for Reels or in a coordinated feed format to create a calm, consistent overall look for the profile. The colour scheme, typography (Garamond & Open Sans) and design elements were clearly defined and used consistently to ensure professionalism and brand recognition.

On-site content production

A key component of the project was content production within the workplace itself. We were on site, capturing photo and video footage and gathering insights into real-life day-to-day working life.

Specifically, this resulted in, amongst other things:

- Reels featuring staff explaining medical procedures

- Video footage filmed directly at the MRI scanner

- Team introductions with brief personal statements

- visual insights into treatment rooms and work processes

This direct collaboration was crucial to producing authentic content that does not appear staged, but realistically reflects the people and processes involved.

For us, this step was particularly valuable as we were able to oversee the entire process, from conception to implementation, independently.

Initial results: visibility that can be measured

It was particularly exciting for us to see that the concept not only works in theory but has already delivered tangible results in a short space of time.

Within a few weeks, we were able to:

- generate over 12,000 views

- reach several thousand accounts

- record a significant increase in profile views

- gain over 100 new followers

The Reels formats in particular performed very well and contributed significantly to the increase in reach. The engagement rate also developed positively, which shows that the content was not only consumed but actively engaged with.

In the context of recruitment, it also became clear that the ‘less quantity, more quality’ approach makes sense: the aim was not to generate as many applications as possible, but to target qualified professionals and position the employer brand professionally.

This development makes it clear that a clear strategy, recurring formats and authentic content can have an impact even within a short space of time.

Conclusion

The project has shown us that there is much more to social media than just posting regularly. In the healthcare sector in particular, a clear concept, a good sense of tone and, above all, a deep understanding of the target audience, positioning and trust are essential.

It became particularly clear to us that social media here serves not only to communicate with patients, but can also be an effective tool for employer branding and professional positioning – both on Instagram and, looking ahead, on LinkedIn.

It was particularly valuable for us to see that our strategic ideas actually work in practice and can deliver measurable results. From analysis and concept development right through to on-site content production, we managed the entire process independently and learnt an enormous amount in the process – not only professionally but also as a team.

It is precisely this combination of strategy, creativity and genuine practical experience that makes this project one of the most formative parts of our study programme so far.