Expertise,
made social.
Explore how a global leader in medical technology built brand visibility, category authority and a steady pipeline of qualified leads across aesthetics and vision — through organic social, paid media, real-time content capture and always-on community management.
Lumenis operates across two worlds. Two audiences, two sets of expectations, one brand to hold together.
Practice owners and patients on the aesthetics side. Ophthalmologists and optometrists on the vision side. Each side needed content that spoke its own language, without the brand splitting in two.
Traditional clinical content was never going to cut it. So we reimagined what B2B could look like, spotlighting doctors not just as experts but as storytellers — tied to real moments and human narratives.
The snapshot,
up front.
For anyone who reads the last page first — here is what organic-first social delivered.
LinkedIn engagement rate
More than 12× the 2% industry benchmark.
Lower cost per engagement
At best, year over year across paid channels.
Growth in TikTok reach
Year over year on the aesthetics side.
Event leads
At 34% lower cost per lead, on nearly the same budget.
Doctors as
storytellers.
Content that looks B2C but works harder for a B2B brand — expert voices tied to real moments and human narratives.
The Aha! Moment
Sometimes the most powerful voices are the experts themselves. Doctors whose knowledge and stories resonate and inspire action.
With a strong brief and a little on-set support, even the most camera-shy physicians became natural storytellers. Trend-native, humor-first formats gave the clinical message a way in, and the numbers followed.
engagements on a single trend-based clinic post.
engagement rate on that post, against a 1.6% industry average.
A talk-show format,
built around the devices.
A talk show hosted by aesthetic devices is not something you can shoot, so we generated it.
AI let us script the banter, cast the Lumenis platforms as on-screen personalities, and produce a full episode where the devices rib each other about what they do best. The humor is the hook; the product story is the payload.
And because the entire production lived inside an AI pipeline, the episode went from concept to feed in a fraction of the time and cost of a traditional shoot, without sacrificing the polish the brand demands.
saving in production cost against a traditional shoot.
engagement above baseline.
from concept to feed.
A few days on-site,
weeks of content.
Attending industry events is one thing. Turning them into high-performing digital content is another. Our team works on the ground at major medical conferences across both businesses, capturing KOL interviews, product demos and immersive footage — then repurposing one event into weeks of organic and paid content.
Noetic's Edge
We didn't just show up and press record. We arrived with KOL research, trending themes, pre-planned shot lists and doctor prompts — then repurposed everything across organic, paid and web.
The paid side performs just as hard
One flagship event campaign delivered 2× the leads at a 34% lower cost per lead on just 34% more budget, driven by a 47% higher click-through rate. Another generated 100 registrations at under $20 each.
Real people, not a script
The same few days on-site also produce the human layer: staff, partners and visitors on camera, answering in their own words. Cheap to shoot, quick to cut, and the format the feed actually rewards.
One prompt, a dozen answers, and weeks of vertical cutdowns out of a single afternoon.
social-ready video assets per conference, on average.
registrations from a second event campaign, at under $20 each.
Content that doesn't interrupt the feed.
It belongs there.
We built every post around what audiences were already watching, talking about and searching for — then let the clinical message land inside a format they actually wanted to see.
What made it land
- Trend-native hooks — the clinical point rides a moment the audience is already in.
- Humor-first storytelling, so a device conversation reads like a feed conversation.
- Real faces in real clinics, and doctors who felt like people, not brochures.
That instinct for relevance is what moved the numbers. Content that meets the moment doesn't just reach more people — it earns their attention.
Two audiences,
one instinct for relevance.
Human-first,
on brand.
Two audiences, one visual language. Product education, clinical proof, KOL voices and trend-native moments — the in-feed work that carried both businesses.
Big results start
with smart systems.
We built one to streamline content, media and community across dozens of accounts and platforms, spanning both businesses.
Content Calendar
Aligning messaging across five platforms and multiple brands.
Community Management
Responses in hours, not days — holding sentiment at 95% positive.
KOL Outreach
A repeatable system across regions and specialties.
Media Planning
Reallocating budget to high performers, driving cost per engagement down while pushing reach up.
A 25% LinkedIn engagement rate, cost per engagement down as much as 96%, TikTok reach up 179% — and 30+ social-ready assets out of every conference.
“Noetic brings standout creative execution and a deep bench of performance marketing talent.”
Itay MayerChief Marketing Officer, Lumenis
“When we measured Noetic against other agencies, they came ahead across almost any metric, while keeping the cost lower than most competitors.”
Liat Kalaora MaicasCorporate Marketing Director, Lumenis
The team behind the content.
The tools behind it.
Airtable
Meta
LinkedIn
Google Ads
Higgsfield
HubSpot
Figma
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