In today’s fast-paced digital landscape, social media is more than just a marketing tool - it’s a powerful platform for education, connection, and innovation. At CONMED, Lindsay K., is a Social Media Specialist for the Orthopedics division, crafting content that not only informs but inspires. With a deep understanding of both the medical device industry and the nuances of digital engagement, Lindsay brings a unique perspective to how we showcase our people, products, and purpose.

In this interview, Lindsay shares her journey at CONMED, insights into the evolving role of social media in orthopedics, and advice for those looking to build a career in digital strategy within the healthcare space.

Can you walk us through your career path at CONMED, and how you came into your current role as a Social Media Specialist for the Orthopedics division?

I joined CONMED in 2022, just before graduating from The University of North Carolina at Chapel Hill. My first role was in Talent Acquisition, where I spent over two years recruiting across all divisions. It was the perfect introduction to our business. I gained visibility into our product portfolio and learned how each team contributes to patient outcomes.

As a recruiter, one of my biggest challenges was sourcing talent who weren’t familiar with CONMED’s mission. That’s when I realized the power of social media. I began experimenting with A/B testing on job posts, encouraged hiring managers to share videos, and partnered with our Marcom team to elevate CONMED’s culture on the corporate social media page.

I also contributed to our blog, email campaigns, and internal newsletters, which sparked a passion for employer branding. With the support of my managers, I explored opportunities to grow in this space. When the Social Media role opened in the Orthopedics division, I applied, interviewed, and the rest is history!

How is social media changing the way medical device companies connect with healthcare professionals and decision-makers?

Social media has evolved from a simple brand awareness tool to a strategic channel for education, engagement, and influence. Today, platforms like LinkedIn, Instagram, Facebook, and YouTube are essential for:

Sharing clinical insights and peer-reviewed content
Amplifying event presence and product launches
Building communities of thought leaders, surgeons, and educators
Highlighting product features, patient stories, and surgeon testimonials

This shift allows us to meet healthcare professionals where they are, with bite-sized content that’s relevant, timely, and impactful.

How do you collaborate with the Orthopedics Marketing team to align messaging?

Collaboration is at the heart of my role. To ensure unified messaging across channels, I work closely with the Orthopedics Marketing team through:

Weekly and biweekly check-ins
Joint campaign planning around key topics and launches
Cross-functional reviews with clinical, regulatory, and product teams
Performance check-ins to review analytics and refine messaging

This alignment ensures that every touchpoint—from a social post to a landing page—reinforces our brand promise and clinical value.

What advice would you give someone looking to break into digital marketing or social media in the medical device industry?

If you're looking to enter the world of digital marketing or social media in the medical device space, here’s what I recommend:

Learn the rules. Understand FDA and EU regulations around medical advertising
Get clinical savvy. You don’t need to be a surgeon, but knowing basic anatomy and procedures helps
Start with LinkedIn. It’s the most active platform for medtech professionals
Network. Connect with marketers, product managers, and clinical educators

How do you stay current with trends in both social media and the medical device industry?

To stay on top of trends in both social media and the medical device industry, I rely on a mix of tools and resources:

Follow key influencers and thought leaders in medtech
Subscribe to industry newsletters
Use social listening tools to monitor conversations and sentiment
Certifications, webinars, conferences are great avenues to stay up to date on all things

Social media is evolving and has given us a front-row seat to the conversations shaping healthcare. It’s not just about marketing. It’s about building relationships, sharing knowledge, and driving innovation!

Whether you're a seasoned marketer or just starting out, the opportunity to make an impact in MedTech has never been greater.

Lindsay’s approach to social media reflects the growing importance of digital storytelling in the medical device space. Through thoughtful content and strategic engagement, she’s helping CONMED Orthopedics connect with audiences in meaningful ways. If you’re inspired by the work happening in Orthopedics and want to be part of a purpose-driven team, explore our open opportunities and apply today!

The testimonials displayed in this blog are provided by Company employees who have voluntarily agreed to share their story and have not been compensated for their time and participation. These testimonials are strictly the views of the individuals providing them and do not reflect the views or opinions of CONMED Corporation.