Social Media Specialist EMEA (m/f/d)

As a Social Media Specialist EMEA at Penumbra, your responsibilities include creating and managing compelling content for various audiences, such as physicians and patients. You will oversee the entire social media lifecycle, collaborate with cross-functional teams to ensure accurate messaging, and track performance through analytics tools. Additionally, you’ll stay updated on the latest B2B social media trends and best practices while ensuring compliance with our quality and regulatory standards.

To apply for the Social Media Specialist position at Penumbra, candidates should possess a degree in communications, journalism, marketing, or a related field, along with about three years of experience in managing social media for businesses. A strong command of English, both written and spoken, is essential, and experience in regulated industries like medical devices or pharma is highly beneficial. The role also requires excellent copywriting skills and proficiency in social media tools.

Penumbra fosters collaboration by encouraging teamwork and open communication among employees. As a Social Media Specialist EMEA, you’ll work closely with the head of Communications and other team members to develop and refine engaging social media content. The company values input from all levels and promotes a culture of support and personal and professional growth, ensuring that the voices of all team members are heard and valued.

The Social Media Specialist position at Penumbra is primarily remote-based and requires occasional travel, estimated at 10-20 days per year. This travel may involve attending industry events or collaborating with team members across different locations, enabling you to build relationships while furthering your understanding of the markets you serve.

At Penumbra, Social Media Specialists enjoy a comprehensive benefits package that includes financial support for fitness activities, paid Family Care Leave, vacation time, and accident insurance during business trips. Additionally, we offer an Employee Stock Purchase Program and a strong focus on employee well-being through our Employee Assistance Program, creating a supportive and rewarding work life.

When crafting social media content for the medical sector, I would focus on understanding the target audience, using clear and educational messaging, and ensuring all content adheres to regulatory standards. I would incorporate storytelling to make complex topics relatable, leverage engaging visuals, and consistently analyze engagement metrics to refine future strategies.

To measure the success of a social media campaign, I would utilize analytics tools to assess key performance indicators such as engagement rate, reach, conversions, and audience growth. I would also consider qualitative feedback from the audience and team members to gauge sentiment and adjust future strategies for better results.

In a past role, I encountered a situation where misinformation was spreading about our product. I quickly coordinated with the communications team to create a factual and timely response. We addressed the concerns transparently, provided evidence-backed explanations, and engaged directly with users to clarify any misunderstandings, turning a potentially damaging scenario into an opportunity for positive engagement.

LinkedIn is exceptionally effective for reaching healthcare professionals due to its professional focus and networking capabilities. I also find that platforms like Twitter can be valuable for real-time engagement, while Instagram also works for visual storytelling and humanizing healthcare narratives, creating a well-rounded strategy to connect with healthcare professionals.

Patients tend to resonate well with personal stories, educational infographics, and interactive content such as polls or Q&A sessions. Video content, such as patient testimonials or explanations of medical procedures, can also be highly engaging, as it humanizes healthcare and fosters a sense of community and support.

I make it a point to subscribe to industry newsletters, follow influential social media experts, and participate in webinars and workshops. Networking with other marketing professionals and attending relevant conferences ensures I stay informed about the latest trends, tools, and best practices in social media.

To ensure compliance with regulatory standards, I review all content carefully against defined guidelines and collaborate closely with legal and compliance teams for insights. I also maintain a thorough understanding of the regulations specific to the medical field, ensuring that all posts respect patient confidentiality, truthfulness, and ethical marketing practices.

Analytics play a crucial role in informing my social media strategy by providing actionable insights into audience behavior and engagement. By regularly reviewing data, I can understand what types of content perform well, allowing me to adjust our approach to focus on what resonates best with our audience.

I believe in addressing negative comments promptly and professionally. I would acknowledge the feedback, empathize with the user's concerns, and provide constructive solutions or direct them to the appropriate channels for resolution. This approach not only helps mitigate the issue but also demonstrates our commitment to customer care.

Creating a content calendar involves identifying key themes, scheduling regular posts around significant dates or events, and aligning content with our overarching social media strategy. I would ensure a mix of informative, promotional, and engaging content types, allowing for flexibility to respond to current events and trends when they arise.