For over a decade, Alafair Biosciences has been quietly revolutionizing surgical soft-tissue protection with its innovative products, like VersaWrap™. 

Despite a proven track record in medical innovation, the company faced a common challenge for many pioneering medtech organizations: effectively telling its story to the right audience.

By mid-2024, Alafair’s marketing and communications team, together with an advisor from its board, recognized an opportunity to use LinkedIn to amplify the company’s voice and the leadership of its CEO, John Joyopraytino. 

That’s when they partnered with us, Column—a LinkedIn growth agency that specializes in turning executive and brand platforms into strategic engines for visibility and authority.

From industry leader to industry influencer

Alafair had all the ingredients of a great story: a groundbreaking product portfolio, a history of exceptional growth, and a charismatic CEO with an unconventional background. But telling that story effectively—and consistently—was the missing piece.

The company’s goals were clear:

• Position Alafair Biosciences as a thought leader in medical innovation.
• Highlight its groundbreaking solutions, like VersaWrap™, and the impact they’ve had on patients and surgeons.
• Strengthen connections with key stakeholders: healthcare decision-makers, medtech executives, and potential partners.

Our task was to build a LinkedIn strategy that not only aligned with Alafair’s organizational goals but also resonated with its audience in an authentic way.

The approach: strategic storytelling at scale

Our collaboration began with an in-depth onboarding process, where we worked closely with Alafair’s marketing team to understand their voice, vision, and key objectives. We focused on creating content that bridged the gap between technical expertise and relatable storytelling.

Here’s what we did:

1. Showcased team milestones and company achievements. Posts celebrated Alafair’s recognition on the Inc. 5000 list, its progress in expanding surgical applications, and key partnerships.
2. Humanized the brand through John’s leadership. We connected his unique background—hot rod enthusiast, voice-over artist, and medtech innovator—with lessons in leadership and innovation.
3. Amplified visibility through targeted LinkedIn Thought Leader Ads (TLAs). These campaigns ensured Alafair’s content reached healthcare executives, investors, and industry influencers.
4. Leveraged award nominations for PR. John’s nomination for the Austin Business Journal’s Best CEO Award became an opportunity to engage the medtech community and celebrate Alafair’s leadership.

The results: visibility meets impact

Over just four months, the transformation was dramatic:

• 21,058% increase in impressions on John’s LinkedIn profile. His posts gained attention from healthcare decision-makers and influencers across the industry.
• 61,570 impressions on Alafair’s company page content. A significant boost in visibility and engagement with its target audience.
• Top-performing posts exceeded 4,000 impressions. Milestone moments, such as celebrating the team’s successes and sharing personal insights, consistently sparked engagement.

This wasn’t just about numbers. The increased visibility translated into more profile visits from medtech leaders, expanded awareness of Alafair’s products, and meaningful conversations with key industry players.

Lessons for other medtech leaders

Our work with Alafair highlights a universal truth: even groundbreaking companies need the right tools to tell their story. LinkedIn isn’t just a platform for updates—it’s a stage for thought leadership and industry influence.

This insight aligns with what we found in our MedTech LinkedIn Report: many medtech companies struggle to turn their technical expertise into compelling narratives. The key is to combine storytelling with strategic amplification to build connections that matter.

If you’re a medtech leader wondering how to elevate your company’s profile—or your own—on LinkedIn, we’d love to help. Explore our MedTech LinkedIn Report for more insights, or reach out to chat about your goals. 

At Column, we specialize in turning platforms into pathways for growth, influence, and opportunity. Let’s tell your story together.