B2B Healthcare Campaign — UK Market

Following COVID-19, research with UK scientists surfaced a gap between recommended infection-control laundry practices and how healthcare textiles were actually being handled — some healthcare workers were washing textiles at home or outside recommended high-temperature protocols.

Rather than leading with a product pitch, that insight became the entry point for a healthcare textile and facility-management campaign: build awareness, engage relevant professionals with the research, and convert interest into white-paper downloads and sales enquiries — with follower growth treated as a secondary, not primary, objective.

I worked on LinkedIn campaign activation and audience targeting, and reviewed performance across the funnel to prioritise the stronger-performing content and audience combinations.

Rather than a single ad, the campaign used a content ladder — short researcher-interview videos, educational posts, infographics and a gated white paper — promoted via LinkedIn Sponsored Content to healthcare professionals and decision-makers.

CPC ran high relative to typical benchmarks — a reflection of the cost of reaching a narrow, specialised B2B audience. That made CTR alone the wrong lens: the meaningful signal was whether users continued past the click into deeper content.

The strongest strategic lesson: the campaign didn't need to sell healthcare textile services immediately. Starting with a relevant industry problem created a more natural path from insight to professional engagement to sales enquiry.