+362%
Engagement lift
+231%
Engagement lift
+52%
More comments
17
Posts tested / 3 content types
The Brief
Glucerna’s social presence had drifted from people-led to product-led. What once felt empathetic and human had started to feel clinical, weakening the emotional connection with people living with diabetes.
The opportunity was not just to promote benefits, but to rebuild belief. If we could shift from promotion to participation, we could strengthen community and prove that connection drives performance just as powerfully as claims.
The Tension
Healthcare brands are built on proof. Data, compliance, and performance pressure can quietly push creativity into safe territory.
Glucerna needed to move quickly and show results, but polished product messaging was creating distance instead of trust. The real challenge was internal: could more human storytelling earn trust without sacrificing rigor or measurable performance?
The Insight
Relatability outperformed perfection.
People living with diabetes didn’t need more polished messages. They needed to see themselves, ask questions, and share honest experiences.
When we made room for real stories and real questions, engagement and trust followed.
The System
We built a test-and-learn content system designed to earn attention, drive conversation, and create direction.
Test 01
Turn brand love into content.
Real feedback became creative, activating existing brand advocates and making the feed feel more like advocacy than promotion.
Test 02
Put real people in the creative.
We shifted from polished, clinical messaging to real stories from people living with diabetes.
Test 03
Turn questions into conversations.
We asked the right questions and used comments as content fuel for what came next.
The Results
Engagement increased across every major metric.
Based on analysis of 17 posts across 3 content types, normalized to a 44K follower base.
More importantly, Glucerna’s social presence became less like a broadcast channel and more like a listening engine, building trust, loyalty, and results.