EMBS Social Media Case Study
Social Media Growth & Impact for IEEE Engineering in Medicine and Biology Society (EMBS)
Industry: International Professional Society
Services Used: Social Media Management
The Client
IEEE Engineering in Medicine and Biology Society (EMBS) is a global, membership-based professional society dedicated to advancing the application of engineering principles and technology to medicine and biology. As part of IEEE, EMBS brings together researchers, clinicians, engineers, students, and industry professionals from around the world to collaborate on solving complex healthcare challenges. The society supports its members through conferences, publications, educational resources, and professional development opportunities, while fostering innovation at the intersection of engineering, medicine, and life sciences.
The Challenges
As they headed into 2024, IEEE EMBS faced a common but critical challenge across its social platforms. Posting needed more consistency, and for there to be clear content value for a diverse global audience of researchers, clinicians, students, and industry professionals. While the organization had strong content opportunities, including conferences, research publications, awards, and member benefits, these were not yet being delivered in a consistent, social media-optimized way that encouraged sustained engagement and growth.
Their audience consisted not only of some of the smartest minds in the world on biomedical engineering but also of biomedical engineering students. This created a very wide audience that needed a strategy behind content to appeal to various audiences on various platforms.
The Approach
From November 2023 onward, we worked with EMBS to implement a structured, cross-platform social media strategy focused on consistency in posting schedules, engagement, and value-driven content.
Content centered on educational highlights, conference updates, research spotlights, member benefits, and community recognition. Timely moments such as awareness days, submission deadlines, and major announcements were intentionally leveraged to increase organic reach. Focusing in on community, as well, helped drive engagement.
This approach ensured that every post clearly answered one key question for the audience. Why does this matter to me?
The Results
LinkedIn:
Became EMBS’s strongest growth channel for professional engagement and visibility.
- Organic impressions grew from 28,000/month to over 100,000/month (257.14% increase) in two years.
- In the same two years, followers increased from 11,500 to nearly 30,000 (160.87% increase).
Instagram:
Experienced the most dramatic expansion in reach.
- Organic impressions rose from ~1,000/month to 115,000/month (11400% increase).
- Followers grew from around 2,000 to over 6,700 (235% increase).
Facebook:
Impressions increased significantly despite more modest follower growth.
- Organic impressions climbed from ~300 per month to over 30,000 per month (9900% increase).
- Followers grew from 17.3 thousand to over 18.6 thousand (7.51% increase).
Several 2025 posts significantly amplified reach across platforms:
Happy Nanotechnology Day:
17,751 views
IEEE Day Free Membership Access :
11,805 views
EMBC 2026 Save the Date:
10,002 views
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Conclusion
Between November 2023 and December 2025, IEEE EMBS transformed its social media presence by solving the core challenge of consistency paired with value. The result was sustained follower growth, exponential increases in organic impressions, and multiple viral moments that demonstrated how strategic, audience-first social media can meaningfully extend the reach of a global professional society.
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