Meet Sientra

Sientra is a leading manufacturer of OPUS® breast implants and tissue expanders that are exclusive to only board-certified plastic surgeons. They are recognized as having the best-in-class warranty in the breast augmentation industry with their Platinum20™ program. Sientra’s portfolio also includes BIOCORNEUM®, an advanced scar treatment and miraDry®, the only FDA-cleared treatment that can dramatically reduce underarm sweat and odor.

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Challenge

Historically, the breast implant industry has been dominated by two players: Allergan and J&J’s Mentor. Sientra was preparing to relaunch their breast implant line and needed a way to disrupt the duopoly.

Social media was an untapped marketing channel for Sientra, and with top competitors not yet active on social media, Grey Matter identified significant room to set a new bar and lead in the social media space.

The goals were to organically establish social audiences, foster engagement, increase brand awareness, drive brand preference, and increase the company's visibility as a thought leader in the medical aesthetics space.


Solution

Grey Matter developed a robust organic social media campaign to drive awareness and thought leadership around new standards in clinical efficacy and service. With the goal of entering the social landscape and building engaged communities across all identified social channels, key messaging was developed to target both the patient and professional audiences.

Grey Matter Marketing delivered the following:

  • Researched target audiences to understand their mindset, motivations, and behavior 


  • Performed a competitor audit and social listening exercise 
  • Identified influencers and hashtags to follow and engage with 

  • Developed compelling content themes and calendar based on audit findings to drive engagement

  • Developed an aesthetic to stand out and leverage brand colors
  • Educated the regulatory department about the FDA's social media guidance and brokered a review process to streamline approvals 




Business Impact

Grey Matter Marketing was extremely successful in using social media to organically build thriving online communities on all social networks and drive brand awareness, thought leadership and engagement. In the first 15 months of the campaign launch, the following results were achieved:

  • Facebook followers increased by 72%
  • LinkedIn followers increased by 73%
  • Instagram followers increased by 863%
  • Twitter followers increased by 3,825%

Additionally, Grey Matter Marketing generated:

  • 880,552 cumulative impressions
  • 27,945 cumulative engagements
  • 7,336 clicks on posted social content

"Developing a social media strategy within the medical device landscape is not an easy feat, and when we set out to enter the social space, we knew that we needed to engage with a knowledgeable partner. Grey Matter Marketing came highly recommended and was extremely proficient in providing a strategy, framework, and comprehensive plan for engaging both our physician customers and the patient community. The GMM team continually offers creative ideas for increased engagement with our audience, and always does so within the parameters of our highly regulated environment. Within the first year of our social media program launch, we saw significant organic growth and were able to engage with both target audiences in an effective way."

~ Jennifer Neisse, Director of Marketing Communications at Sientra