The Challenge

The Catalytic Site helps PhD scientists understand how their experience translates into biotech and navigate the move from academia into industry.

When we started working together, the Instagram account had 7 followers and the goal was to build a stronger audience ahead of the launch of their new app, Career Compass.

The founder already had valuable industry experience and a clear understanding of the challenges PhD researchers face when moving into biotech. The opportunity was to turn that expertise into content that felt native to Instagram, spoke directly to the audience’s experience and gave the right people a reason to follow and share.

The goal was to increase organic reach and grow an engaged audience ahead of the launch of Career Compass.

What We Did

Developed and managed a social content strategy designed to build visibility, establish authority and grow an audience of PhD researchers interested in moving into biotech.

This included:

• Content strategy – Created a clear direction for the account based around the brand’s goals and target audience.

• Content creation – Developed a mix of Reels, carousels and founder-led content designed specifically for Instagram.

• Creative direction – Turned the founder’s expertise and existing knowledge into content that felt engaging, relatable and native to social.

• Copywriting and editing – Managed hooks, captions, video editing and on-screen messaging to strengthen the content and keep the brand voice consistent.

• Ongoing optimisation – Used content performance to continually refine the approach and identify opportunities for further growth.