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Therapedic International Transforms Social Media Strategy
May 4,
2025 by Karen Parrish in Business Strategy, Industry 
Therapedic International is transforming its B2B marketing efforts and yielding impressive results through a methodical strategy and targeted program to increase engagement and visibility.
Last fall, Therapedic activated the strategy focusing on LinkedIn, the recognized premier platform for B2B marketing. Susan Mathes, the executive vice president of Therapedic International reported that the results exceeded expectations.
During the initial campaign launch period, post impressions increased by more than 4,000% including organic and paid tactics, while click-through rates skyrocketed over 5,000% compared to the previous period. Those results propelled Therapedic’s decision to continue the strategy and momentum on an ongoing basis.
“Complementing our traditional promotion and outreach, we’re now using this platform-specific approach to concentrate resources where they would generate the greatest impact. It also allows our licensees domestically and abroad to collaborate and contribute content, adding value to the group as a whole,” said Mathes.
Among the company’s key objectives were to cultivate a high-quality, engaged following aligned with its business goals, increase retailer partnership interest for its product lines, and reach international licensee prospects.
To achieve those goals, Mathes partnered with California-based marketing agency Well Connected Brands to build a content framework that authentically represents its brand identity, key differentiators, and product offerings. By pairing a thoughtful content strategy with a reasonable monthly budget, the company created a consistent and sustainable approach to social media growth.
One standout success came from a video post featuring Australian licensee Matthew Hollis, CEO of Mattress Resources Australia. With a minimal investment to boost this organic content, Therapedic generated more than eight times the normal impressions—proving that even modest investments can yield significant returns when content resonates with the target audience.
With similar success, a video featuring Adam Weinman of Sleep International, Therapedic’s Southeast licensee, was the best performing content during the month of February. With organic impressions already high, a boost with a modest spend added 15,000 impressions and 11,000 views of the video.
“We learned that we don’t need a massive budget or complex strategies to achieve significant social media results. By selecting the right platform and setting clear objectives, creating relevant content, and making targeted investments, we dramatically improved our digital B2B presence and created a new page in our marketing playbook,” said Mathes.
Beyond its own marketing efforts, Therapedic encouraged its global licensees to leverage LinkedIn to connect directly with customers, prospects, and partners to build trust; increase brand visibility and relevance; and establish authority within the industry. By providing this guidance to partners and leading by example, the brand amplified the reach of its social media strategy throughout its business network.