In six weeks, one post hit 58,981 impressions and daily engagement rose 24 times.
I helped the CEO of a 60-year-old diagnostic instrument maker go from a quiet feed to the most active leader voice in his niche. None of his direct competitors' leaders were active on LinkedIn. Within six weeks, nine of his ten best posts ever by engagement were published.
From day one to today.
Every impression since we started, adding up week by week. Hover or tap the line to see any point.
Source: LinkedIn account analytics.
Before vs. with mixo.
Average daily impressions
+705%Average daily engagements
+2,315%Best single post (impressions)
+94%Engagement rate
3xA deep operator with a quiet feed
His company develops and manufactures complex diagnostic, life science and medtech instruments, with its private equity owner planning a sale by 2030. He had about 3,380 followers and averaged 319 impressions a day from roughly one post a month. About 70% of his posts were short reposts from his previous employer. Twenty years of stories from running a $500M+ division and leading large M&A deals were not on his feed.
What we set out to do.
Be the reference CEO voice
Give senior R&D leaders, CEOs and CTOs in diagnostics a reason to follow him. Own the idea that diagnostic platforms don't fail in the lab, they fail in production.
Reach the buyers
Build steady visibility with R&D leaders, executives and private equity investors in the space. Turn that visibility into real sales conversations.
Support the exit
Build a content base that sits under every sales talk, partnership and future buyer conversation on the road to the sale.
How I approached it.
One core thesis
Every strategic post tied back to one argument: the hard part of a long-life medical instrument is building and maintaining it, not proving the science. That turned single posts into one clear story.
Customer work as proof
He told real customer stories himself, like shrinking half a room of instruments into one benchtop device. That level of detail is rare in his industry.
Career stories
Two decades of M&A, product launches and running a large division gave him stories competitors can't tell. They built credibility post by post.
Show up in an empty space
With no competitor leaders posting, one to two posts a week was enough to own the category. It took just two content calls a month plus async feedback from him.
The numbers.
Figures come from LinkedIn's analytics export and compare the first six weeks with the prior four months.
Posts that moved the needle.
Flipping the lab automation model
A post arguing the industry should move samples to instruments, not the other way around, using a startup as the example.
The reintroduction
The first post of our work reintroduced his company: 60 years of experience, tens of thousands of systems sold and never a product recall.
A leadership mistake
A post about why he stopped hiring people who think like him.
The short version.
- One clear thesis turned separate posts into a single argument.
- In a category where no competitor leader is posting, consistency alone wins.
- The audience landed in the right place: about 66% are senior, director, VP, C-level or partner.
Try a content call for free.
The call takes one hour. We spend the first 30 minutes getting to know each other and checking if LinkedIn makes sense for you. Then we run a real content call. A few days later you get 3 posts written from what you said, plus a short video where I explain why each one works.