LinkedIn Strategy for Sim Centres: A Proven Approach from a Global Simulation Centre

1) Introduction: 

Simulation centres often struggle to maintain a consistent and effective communication strategy, particularly when it comes to leveraging social media platforms for professional engagement. While platforms like LinkedIn are widely used in healthcare and academic communities, their potential remains largely untapped by many simulation centres. At the Aga Khan University's Centre for Innovation in Medical Education (AKU-CIME), which operates in both Karachi, Pakistan, and Nairobi, Kenya, this gap was identified in early 2024. To address it, LinkedIn was formally introduced as a key communication and outreach tool to enhance visibility, foster professional engagement, and promote simulation-based education on a national and global scale.

2) Description:

AKU-CIME developed and implemented a structured LinkedIn communication strategy focused on maximizing engagement and outreach. The initiative followed a phased approach:Needs Assessment: A review of existing communication channels and stakeholder feedback highlighted limited reach and engagement outside institutional boundaries.Strategy Development: A detailed content plan was created, tailored for LinkedIn’s professional audience, emphasizing thought leadership, success stories, educational highlights, and international collaborations.Audience Targeting: Posts were crafted to appeal to simulation professionals, educators, healthcare leaders, and partner institutions.Engagement Tactics: A consistent posting schedule, visual storytelling, use of relevant hashtags, and tagging stakeholders were employed to increase reach.Performance Monitoring: LinkedIn analytics were used to measure impact—follower growth, post reach, engagement rates, and shares—to inform ongoing improvements.

3) Discussion:

Since its launch, the LinkedIn initiative has significantly increased AKU-CIME’s online visibility and professional network. Follower count grew rapidly, engagement rates surpassed benchmarks, and several new collaborations were initiated through the platform. This approach demonstrated that even a late entry into LinkedIn could deliver powerful results when backed by a focused strategy. The novelty of this initiative lies in its structured, replicable approach tailored specifically for simulation centres—an area where formal social media strategies are rarely documented or shared. This presentation will highlight key lessons, common pitfalls, and provide a practical framework that other simulation centres can adopt to enhance their communication strategies and strengthen their global presence.

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