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Tiger Social Media Audit

Audit of existing channels, competitors, etc. 

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Table of Contents

  1. Project Overview
  2. Executive Summary
  3. Channel Landscape Overview
  4. Tiger Channel Audits
  5. Competitive Benchmarking
  6. Inspiration and Learnings
  7. Audience Insights
  8. Discovery Session Preview
  9. Next Steps

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Objective

Evaluate the current state of Tiger’s social presence to inform the upcoming Social Media Strategy Playbooks for:

  • Tiger Bio Sciences (Corporate)
  • Tiger Wound Care

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Social Channel Audit Review

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Audit Existing LinkedIn Channels

Competitive Landscape Review

Audience and Engagement Analysis

Next Step: Findings will guide discovery workshop and strategy playbook development.​

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CONFIDENTIAL. © Trellist, Inc. 2025

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Executive Summary 

Current State

  • Four separate LinkedIn pages with overlapping audiences and inconsistent cadence.
  • Corporate (Tiger Bio Sciences) maintains steady posting but limited thought leadership or storytelling.
  • Sub-brand pages (Wound Care, Extremity, RegenTX) show low engagement and unclear differentiation.�

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Competitive Landscape

  • Competitors* like Kerecis and LifeNet Health demonstrate:
    • High posting cadence
    • Emotional storytelling
    • Integrated paid strategy.
  • Category leaders blend scientific credibility with human-centered narratives, a balance Tiger can emulate.

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*Additional competitors audited and findings shared later in this presentation

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Executive Summary 

Immediate Opportunities

  • Unify & Simplify > Consolidate sub-brands under other pages where possible.
  • Differentiate >  Position Wound Care as the clinical storytelling hub.
  • Humanize >  Shift content toward innovation and impact, not just awareness.
  • Systematize > Introduce governance, tracking, and leadership activation.
  • Amplify > Layer in light paid campaigns and employee advocacy.

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Strategic Direction for 2025��Tiger Bio and Tiger Wound Care's opportunity is to evolve from a compliance-driven content presence into a modern, story-led brand — one that connects science, humanity, and innovation through unified, high-quality channels.

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Tiger Bios LinkedIn Landscape Overview

Channel

Ads

Job Openings

Follower Count

Launch Date

Audience

Engagement

Status

Tiger Bio Sciences (Corp)

Yes

28

5,082

11 months ago

Biotech and corporate professionals

🟡 Moderate

Active

Tiger Wound Care

No

0

519

2 months ago

Clinicians and wound care professionals

🟠 Low–Moderate

Active

Extremity Care

No

23

1,654

11 months ago

Physicians and reimbursement specialists

🔴 Low

Semi-active

RegenTX

No

0

1,503

11 months ago

R&D, tissue science professionals

🔴 Low

Semi-active

Note: Extremity Care and RegenTX reviewed for potential consolidation under Corporate.

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Tiger Bios LinkedIn Platform & Content Infrastructure

Brand

Employees

Associated Employees

Life Page

Featured Content

Link Shortener / Tracker

Hashtag & Tagging Usage

Tiger Bio Sciences (Corp)

501–1,000

89

✅ Active — recruiting focus via Life page

❌ None (no pinned or featured posts)

❌ No

🟡 Okay — uses hashtags, but inconsistent (some too broad, some too niche); limited tagging

Tiger Wound Care

201–500

15

❌ None

✅ 1 Featured video post (office tour)

❌ No

🟡 Okay — mirrors Corporate hashtags; limited tagging

Extremity Care

11–50

50

❌ None

❌ None (no featured or pinned content)

❌ No

🟡 Okay — uses hashtags, but inconsistent posting; limited tagging

RegenTX

11–50

103

❌ None

❌ None

❌ No

🔴 Minimal — inconsistent hashtags, no tagging

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Tiger Bio Sciences (Corporate) Audit - LINK

Followers: 5,082 �Status: Active�Posting Frequency: 1–2x/week

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Strengths

  • Consistent posting cadence with steady engagement.
  • Good use of visuals — event participation, awareness campaigns, and demos.
  • Recruitment and “Life at Tiger” presence is active via the LinkedIn Life page. 89 associated employees, 28 job listings.
  • Only page running ads, though they are related to recruitment/life page.

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Weaknesses

  • Minimal original thought leadership or storytelling that distinguishes Tiger’s expertise.
  • Leadership profiles lack presence (no photos, limited engagement).
  • Limited use of feature posts, pinning, or campaigns to anchor brand identity.

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Opportunities

  • Differentiate Corporate content with innovation- and science-driven storytelling (R&D, tissue technology, stewardship).�
  • Activate leadership and employee voices for authenticity.�
  • Improve hashtag strategy (currently too broad or too niche).�
  • Refresh visual system and content cadence to establish a clear “Corporate parent” role above �sub-brands.

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Tiger Wound Care Audit - LINK

Followers: 519�Status: Active�Posting: ~2x/week

Strengths

  • Consistent cadence for a new page; cohesive tone aligned to Corporate.
  • Featured content (office video, awareness posts) reinforces credibility and transparency.
  • Clear product positioning (CAMPs technology).
  • Polished visual assets; compliance messaging is strong.

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Weaknesses

  • Content mix closely replicates the Corporate feed, limiting perceived differentiation.
  • Low follower base and limited engagement.
  • No employee or leadership activity; lacks personality.
  • No ads. No jobs listings. 15 associated employees.

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Opportunities

  • Establish differentiated narrative focused on clinicians and patient impact.�
  • Leverage clinical education, outcomes, and testimonials.�
  • Introduce thought-leader series and original short-form video.�
  • Encourage employee advocacy — showcase scientists, sales reps, and clinical partners to humanize the brand.

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Extremity Care Audit - LINK

Followers: 1,654�Status: Semi-active (no consistent posting for ~7 months)

Strengths

  • Recognized sub-brand with 1,600+ followers.
  • 23 active job listings with 50 associated employees.

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Weaknesses

  • Irregular posting; minimal engagement.
  • No ads.

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Opportunities

  • Consolidate under Wound Care for unified voice.�
  • Reuse best-performing content in Corporate pipeline. �
  • Move job listings to wound care page.

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Recommendation: Fold into Wound Care—avoid maintaining standalone page with overlapping audiences.

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RegenTX Audit - LINK

Strengths

  • Large employee association (100+).

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Weaknesses

  • Extremely low cadence; limited engagement.
  • No ads. No job listings.
  • Current content is mostly employee of the month.

Followers: 1,503�Status: Semi-active (~1 post/month)

Opportunities

  • Position as “Innovation Arm” of Tiger Bio Sciences.�
  • Feature in Corporate posts around R&D, manufacturing, and stewardship.

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Recommendation: Integrate content under Tiger Bio Sciences corporate page to strengthen science and innovation storytelling.

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Competitive Benchmarking

Competitor

Followers

Channels

Organic Cadence

Paid Activity

Engagement

Audience & Positioning

MiMedx

34,249

LinkedIn, Facebook, X, Vimeo

~4×/week — strong organic output featuring products, events, and SME highlights

Limited — mainly Life/recruiting ads; minimal lead gen visuals

Moderate; posts see steady reactions but low conversation volume

Skews toward clinicians and biotech professionals; mix of professional and recruiting tone

Organogenesis

32,701

LinkedIn, Facebook, Instagram

2–3×/week — webinars, clinical case videos, and product showcases

Light — basic Life page and PuraPly lead-gen ads

Moderate-Low; less dynamic visuals but consistent posting

Clinical and wound care professionals; credible, educational tone

Kerecis

24,011

+ 6,786 newsletter �subscribers

LinkedIn, Facebook, Instagram, X, Vimeo

~3×/week — distinct creative storytelling, clean visual system

52+ active ads — diverse formats: video, carousel, documents, webinars

High; strongest visual engagement, frequent shares and comments

Clinicians, hospital networks, and distributors; emotionally resonant, human-centered storytelling

LifeNet Health

26,365

LinkedIn, Facebook, Instagram, X, YouTube

4–5×/week — donor and recipient stories, CSR content

35+ ads across awareness, follower, and lead-gen objectives

High; strong reactions and comments on impact storytelling

Broad healthcare and donor audiences; leads in corporate social storytelling

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LinkedIn Competitive Platform & Content Infrastructure

Competitor

Job Openings

Employees

Associated Employees

Life Page

Ad Library / Newsletter

Featured Content

Link Shortener / Tracker

Hashtag & Tagging Usage

MiMedx

11 open roles

501–1K

836

Active Life page

❌ No

❌ No — links appear raw

🟡 Okay; basic hashtags, inconsistent tagging

Organogenesis

38 open roles

501–1K

910

Active Life page

✅ Featured post on new launch

❌ No tracker

🟡 Okay; basic, low-variety hashtags

Kerecis

25 open roles

501–1K

511

Active Life page with employee features

✅ Featured product video + leadership highlights

✅ Yes; uses link tracking in ads

🟢 Strong, consistent tagging + campaign hashtags

LifeNet Health

56 open roles

1K–5K

1,315

Active Life page (impact videos, donor stories)

✅ Video storytelling content on Life page

🟡Partial; some links tracked via UTM

🟡Inconsistent hashtags; limited tagging discipline

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Inspiration

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Inspiration Continued 

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What Tiger Bio Can Learn from Category Leaders

Competitor

What They’re Doing Well

Why It Matters

How Tiger Bio Can Apply It

Kerecis

52+ active ads, strong creative mix (video, doc, carousel), bi-weekly newsletter

Shows thought leadership and constant visibility

Launch paid + pilot new content formats (video and carousel). Consider newsletter format.

LifeNet Health

High-volume posting (~5x/week), emotional storytelling, human impact content

Builds trust and brand equity through authenticity

Shift some content from product/technical to human stories (donor, innovation, impact)

Organogenesis

Webinars and educational posts tied to clinical outcomes

Positions brand as educator and scientific authority

Introduce “Science Behind the Product” and “Clinician Voices” series on LinkedIn

MiMedx

Consistent cadence and SME visibility; strong recruiting brand

Balances employer brand and thought leadership

Activate Tiger leadership profiles; integrate “Life at Tiger” into Corporate channel

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Audience Insights

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Discovery Session Discussion Topics

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Channel Governance & Structure

    • How should content and ownership be divided across Corporate, Wound Care, and sub-brands?
    • What content stays independent vs. consolidated under Corporate?

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Voice & Messaging Framework

    • How do we define Tiger’s tone of voice across audiences (corporate, clinician, donor)?
    • What are the “non-negotiables” in messaging or brand language?

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Audience Prioritization

    • Who are the priority audiences for each channel in 2025?
    • What do they value most — education, credibility, innovation, or connection?

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Content & Creative Direction

    • Which content themes and formats drive the most engagement or differentiation?
    • What mix of science, human stories, and commercial updates should define each feed?

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Measurement & Optimization

    • What KPIs matter most to leadership — engagement, awareness, leads, or reputation?
    • How will success be tracked and shared internally?

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Next Steps

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  • Confirm migration to the consolidated LinkedIn pages. 
  • Consider other channels in the future. 
  • Trellist to work on the social playbooks. 

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Appendix

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Business & Social Goals

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Corporate

Wound Care

Business Objectives

[live notes]

[live notes]

Social Objectives

[live notes]

[live notes]

Success Definition

[live notes]

[live notes]

  • What are the 2025 business priorities for each brand?
  • How does social ladder up to those goals (awareness, education, conversion, recruitment)?

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Audience Definition

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Let’s align on primary and secondary audiences — who we’re speaking to and what they value.

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Corporate (Tiger Bio Sciences)

Wound Care

Primary Audience

Investors, partners, healthcare leadership?

Clinicians, wound care specialists, distributors?

Secondary Audience

Employees, job seekers?

Procurement teams, referral networks?

Audience Goals

Recruitment, reputation, thought leadership

Clinical education, awareness, lead generation

Tone & Voice

Professional, innovative

Clinical, supportive, humanized

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Content Buckets & Themes

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  • What themes must each channel own?
  • Where can we overlap content across Corporate and Wound Care?
  • Who creates the content for each page?

Theme / Content Bucket

Corporate Focus

Wound Care Focus

Overlap?

Innovation & R&D

[notes]

[notes]

✅ / ❌

Clinical Education

[notes]

[notes]

✅ / ❌

Employee Culture / Employer Brand

[notes]

[notes]

✅ / ❌

Events & Thought Leadership

[notes]

[notes]

✅ / ❌

Community Impact

[notes]

[notes]

✅ / ❌

Product / Application

[notes]

[notes]

✅ / ❌

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Other Questions

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Content

  • What tools do you use or what process do you follow?
  • Do you expect new case studies, videos, etc.?
  • Are there monthly or quarterly content meetings?

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Workflows

  • Who approves final content? 
  • Who schedules content and does community management?

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Paid Strategy

  • Is there a defined paid media budget (monthly/quarterly)?
  • Should paid focus on follower growth, engagement, or lead generation?

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KPIs & Measurement

  • Which metrics matter most to leadership — impressions, engagement rate, CTR, conversions, follower growth, or sentiment?
  • What tools are available (GA4, HubSpot, Sprout, etc.)?

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