Off-Season LinkedIn Inspiration: How to Stay Top-of-Mind (Even When Everyone’s at the Beach)

Summer holidays are here, inboxes are quieter and travel photos are taking over LinkedIn. It can feel like the worst time to talk about medical education meetings or hybrid event technology. But stepping back can actually help you refocus on what really matters for your audience—and your brand.

I recently read a post by Dan Buckland that asked: “If HCPs don’t want to hear about my product, what can I talk about that will still benefit my brand?” It struck a nerve, because that question applies far beyond pharma. When people aren’t ready to buy (or attend), how do you stay relevant? Here’s what I’ve learned from working across healthcare and life sciences, and how we’re putting it into practice at Open Audience

Start with the audience, not the agenda. In healthcare marketing and education, content that talks about features seldom lands. Clinicians want insight that helps them treat patients; patients need clear explanations; organisers care about results. The same holds true for events and event technologies. Our “Master Mashup” case studies show that hybrid events deliver best when they address specific pain points, like travel fatigue or the need for local language support, not when they trumpet technology. So instead of pushing a product, share a story, a trend or a question that helps your network do their job better.

Invest in real insight. Valuable content comes from understanding. That might mean commissioning research on how different regions handle patient follow‑up, looking at what your own email data says about engagement patterns, or using search trends to discover what questions HCPs are asking. One recent project we ran looked at patient search intent around a rare disease; sharing those findings with medical affairs teams was far more impactful than another webinar invite. By surfacing data nobody else has, you become a trusted source.

Stay visible without being pushy. Being “front of mind” doesn’t mean posting daily for the sake of it. It means showing up regularly with something useful or uplifting. For me, that’s looked like:

• Reflecting on a misadventure in the Shanghai Metro to illustrate how we adapt formats for local cultures.
• Sharing a behind‑the‑scenes clip that didn’t make the final edit (because authenticity resonates).
• Writing about what a Chocolate Museum visit taught me about localisation. These posts didn’t sell anything; hopefully they spark conversation and, importantly, they reminded people of my core themes—global insight, humour and inclusivity.

Three simple actions for the holiday season:

1. Curate instead of create. Point people to a piece of research, a colleague’s article or a podcast they may have missed.
2. Ask better questions. Invite your network to share what they’re planning for autumn; you’ll learn as much as you give.
3. Celebrate others. Use your platform to spotlight a partner’s success story or an inspiring patient initiative.

We might not talk about OpenAudience’s products and services in every post. But we will keep talking about what matters to our clients, reaching the right people, in the right way, and making every encounter count. If you’re curious how we do that, let’s grab a call after the break. Until then, enjoy the sun!