Conexeu PreHealth

Chapter 06 · Four channels, four jobs

Four channels, four jobs — and one of them is a decision rather than a job.

Instagram makes the mechanism argument. LinkedIn makes the company credible. Facebook mirrors and exists. TikTok has the right audience and the wrong regulatory shape for a preclinical device, and the recommendation is to defer it on purpose rather than by accident.

  • 2 channels live
  • 1 to open
  • 1 to defer
  • 3–4 posts a week

The four

Pick a channel to see its role, specs and prohibitions

Role: this is where the mechanism argument gets made

695 followers today. Instagram is the only channel where Conexeu can reach clinicians, injectors and future patients with the same asset, and it is the channel where the category ceiling post lives.

Reels
9:16, 12–22sViral window 7–15s; value window 30–45s. Retention falls off sharply past 60s.
Carousel
1080×1350, 7 slides7–10 slides gives roughly 3.5× the dwell of a single image. Past 12, completion drops around 40%.
Mix
60/40 video to carouselReels for reach, carousels for saves. Roughly 60–70% short video is the 2026 consensus.
Cadence
3–4 per weekClinics posting 3–4 strong Reels a week outperform those posting daily filler. Consistency beats volume.

Fix these four things about the account before posting anything new

  1. The 34-day gap cannot repeat. Instagram re-tests a dormant account against a cold audience. Three posts a week, or two, but never a month of silence followed by two carousels in two days.
  2. Following 13 accounts is a broadcast posture. Renuva follows 4,528. Follow the injectors, the societies, the KOLs, the GLP-1 clinicians — being present in the category’s own feed is how a 695-follower account gets seen.
  3. The bio is a landing page, not a mission statement. It currently opens “committed to a rigorous, science-led approach”. In-app search reads the name field and the bio: put ECM scaffold, tissue regeneration and Nasdaq: CNXU in them.
  4. Burned-in captions on every video. The feed is watched muted and the on-screen text is what in-app search indexes.

Never, on this channel

  • Do not link the aesthetics vertical until /platform/in-work---aesthetics-cxu is resolved. It is publicly reachable and titled “IN WORK”.
  • No before-and-afters, no patient POV, no testimonial — and note that Meta’s own before-and-after policies are tightening independently of FDA.
  • No static science cards. Both we read finished in single digits.

Role: this is where the company gets believed

746 followers, already performing above the healthcare and biotech benchmark on rate. LinkedIn is the only platform where investors, clinicians, analysts and potential partners are all present in a professional frame at once — and it is the only platform where an individual reliably out-performs the institution.

Documents
~7.00% engagementNative PDF carousels are the highest-engagement format on the platform. Every seven-slide Instagram carousel should also ship here as a PDF.
Multi-image
~6.45%Second-best. Cheaper than a document and better than a single image.
Video
~6.00%Best for a named human. 60–120s explainers translate complex science for non-specialist decision-makers.
Text + link
LowestConexeu’s three worst posts are all this format. It is the default and it should be the exception.

The founder programme is the whole play

  • One post a week each from the CSO and the CMO, from their own profiles, in the first person. Reviewed, not ghost-written.
  • The company page comments on founder posts. Resharing splits engagement; commenting compounds it.
  • Re-tell existing news in the first person. The Wake Forest announcement earned 30 as a text-and-link; it is a far stronger post told by the person running the programme.
  • Post during conference weeks. Both of the highest-engagement personal posts we read were tied to a room the author was standing in.

Never, on this channel

  • No material non-public information. This is a Nasdaq issuer and social is a disclosure surface — social content follows the release, never leads it.
  • No efficacy verbs, including in comment replies. An unscripted CSO reply is a regulatory event.
  • No corporate-register announcements with no face. That is the format Conexeu’s own data ranks last.

Role: a decision to take deliberately, not a lane to grab

No account today, and no brand in any of the three competitor rings has one either. Read once, that is a free lane with the right audience. Read properly, it is the same conclusion reached independently by Galderma, Merz, Allergan and Renuva — companies with regulatory departments an order of magnitude larger than Conexeu’s. They are not absent because nobody thought of it.

Why the category is absent

  • Fair balance does not fit short video. FDA’s character-space guidance still requires risk information inside the same communication as any benefit claim. On a 15-second vertical video that means risk overlays held on screen for a defined duration — and through 2026 FDA has issued warning letters aimed squarely at benefit-only social posts and at risk information pushed into the comments.
  • The comment section creates a reporting duty. A comment describing an adverse reaction under a company post triggers reporting obligations, and declining to monitor does not insulate the company once an employee has seen it. For a device the equivalent duty is Medical Device Reporting. At TikTok comment volumes that is a staffed function, not a checkbox.
  • Platform policy has no slot for an uncleared device. TikTok bars consumer prescription-drug promotion outright and gates medical devices behind market-specific pre-approval and proof of authorisation from the relevant regulator. CXU™ has nothing to present.
  • The For You page ignores jurisdiction. Distribution is algorithmic, so a US-intended post lands in markets with different promotional regimes. The “intended for US audiences” line that Ring 2 runs in its Instagram bios is unenforceable here.
  • Practitioners are not regulated as manufacturers. This is the whole asymmetry. An injector can post a result. The company whose product produced it usually cannot. That is why med spas own this platform and brands do not, and it does not change because Conexeu arrives.

Enforcement silence is not permission

FDA has been characterised as taking a relatively hands-off posture on medication promotion specifically on TikTok. That is enforcement discretion at a moment in time, not a safe harbour, and it is a thin thing for a newly-listed issuer to build a channel strategy on.

Conexeu also carries a second exposure the Ring-2 brands do not: it is preclinical. Virtually any public statement implying an investigational device is safe or can treat a condition is unlawful promotion, regardless of platform. TikTok is simply the format that makes that discipline hardest to hold.

What is actually available

One narrow band: unbranded condition and category education. What an extracellular matrix is. Why rapid weight loss changes facial structure rather than just facial volume. What a scaffold does that a gel does not. No product named, no device shown, no company claim attached — disease-state and category education is the established compliant lane, and it is where most of the eight target queries in Chapter 07 already live.

That band is genuinely valuable and genuinely small. It will not carry a product launch, and it cannot be run casually: the moment a video becomes identifiable as CXU™, it stops being education and becomes promotion of an investigational device.

Recommendation

  • Do not open a branded account this quarter. Send the macro material films and the mechanism cut-downs to Reels instead — same 9:16 masters, heavily overlapping audience, an account that already exists, and a comment surface small enough to moderate properly at 695 followers.
  • Reserve the handle regardless. Squatting is free; losing @conexeu is not recoverable.
  • Write the decision down either way. One page covering what may be said unbranded, who moderates, how a comment describing a reaction is escalated and logged, who signs off, and what has to be retained. A documented no is a deliverable.
  • Revisit at 510(k) clearance in wound care. Clearance converts this from a compliance problem into a marketing channel, and it is a cleaner trigger than relitigating the question every quarter.
  • Master every short-form asset 9:16 in the meantime, so nothing has to be re-cut on the day the answer changes.

If the answer ever becomes yes

Hook
First 3sRoughly 65% of viewers leave inside three seconds. Nothing else matters until that is solved.
Runtime
15–30sHighest completion and most shares; 21–34s is where a large share of highly-liked videos sit.
Completion
50% thresholdDistribution accelerates measurably past 50%. Retention is checked at 3, 10 and 20 seconds.
Comments
RestrictedNot a growth lever here — a reporting surface. Moderation workflow live on day one.
  • No product name, no device on screen, no claim — unbranded or not at all.
  • No stitching or duetting a named clinician. Reacting to a claim is content; reacting to a person is a fight a Nasdaq issuer should not pick.
  • No brand hashtag strategy. The live #renuva tag is occupied by unrelated dropshipping ads, a Portuguese paper brand and NuvaRing content — brand-hashtag real estate in this category is worthless. Build on problem language instead: volume loss, hollow cheeks, fat grafting, GLP-1.

What we could not measure

TikTok gates per-video metrics behind a login, and both an authenticated browser and a direct fetch returned the logged-out home feed rather than the tag or video page. No TikTok engagement figure appears anywhere in this document.

The specs above are published 2026 benchmarks; the hashtag observation was made on the live tag page on 2026-08-20. If the channel is ever entered, the first six posts are the measurement instrument.

Role: exist, mirror, and be findable — nothing more

No page today. Facebook does not deserve original production, but a company on Nasdaq with an aesthetics commercial thesis should not be absent from the surface that Meta ad delivery, Google brand results and an older clinician demographic all reference.

Engagement
~1.3%Healthcare, pharma and biotech benchmark. The highest observed rate, ~2.22%, comes at two posts a week.
Cadence
2 per weekMirror only. Brands are posting 22% less on Facebook than a year ago and by-follower engagement is falling double digits.
Format
Reels and videoVideo is the only format still earning meaningful organic reach; Reels carry lower delivery costs than feed.
Original work
NoneEvery asset is a mirror of Instagram or LinkedIn. No Facebook-specific production, ever.
  • Open the page for completeness, not for reach. Organic reach here is a shrinking free sample; the median Facebook post reaches a few hundred people.
  • It is a paid surface when it matters. If GLP-1 audience testing ever gets a budget, Reels placements are where the costs are lowest and performance is strongest — and creator-style content is the creative layer that works there.
  • Complete the profile properly. A verified, fully-populated page with the right legal name and links is an entity-graph signal that helps Chapter 07 even if nobody reads a single post.

What crosses over

Three rules that hold on every channel in here

  1. Every platform now ranks held attention, not activity. LinkedIn calls it dwell time, Instagram calls it completion, TikTok calls it retention, Google calls it a satisfied query. Four names for one measurement — which is why “make it shorter” is usually the wrong note. The moment the reader stops learning is what gets measured.
  2. The post is the product; the asset is the upgrade. Give the finding away in the post. Every channel here penalises teaser-plus-link, and the highest-performing post in our entire read set carried its whole payload on screen with no link at all.
  3. Benchmarks are hypotheses. Published 2026 datasets contradict each other, sometimes badly — the carousel-versus-Reel gap is 0.02 points in one source and more than double in another. Where a decision matters, the answer comes from a test on Conexeu’s own account, not from this document.

Specs on this page are drawn from published 2026 platform datasets and are labelled per channel. Conexeu’s own figures were read live on 2026-08-20. Platform mechanics have a half-life of roughly two quarters; re-verify anything here before it goes to the client after February 2027.