Medical Research
Proton Collaborative Group
You don’t need a lab coat to appreciate what PCG is doing, but it helps if you know where to find them. Proton Collaborative Group (PCG) is the largest and most comprehensive proton therapy registry in the world, connecting top-tier physicians and treatment centers to advance cancer research. The mission? Improve outcomes for patients through data-driven insights and collaborative studies.
But with low public awareness and a complex subject, PCG’s social media presence wasn’t matching the impact of their work. They came to RivalMind looking for a way to amplify their voice, connect with a niche audience, and turn specialized research into engaging content.
Primary:
cross posting:
The Proton Problem: Brilliant Research, Quiet Feed
Even the best research doesn’t make a difference if no one sees it. For PCG, the roadblocks were clear. Their limited social media presence made it tough to spotlight registry milestones, industry leadership, or upcoming studies. Scientific research isn’t designed for Instagram. The team summed it up perfectly: “We’re trying to make research sexy.” With a specialized focus on proton therapy, the social strategy couldn’t rely on mass appeal. It needed precision and purpose. The result? A feed that was technically sound but socially silent. And a brand that deserved to be leading conversations, not just appearing in them.
RivalMind in the Lab
When PCG partnered with RivalMind, we knew the solution wasn’t just more posts. It was a smarter strategy. Our goal was to create content that translated technical breakthroughs into bite-sized social stories while maintaining credibility with the right audience.
We built a consistent, strategic posting schedule to grow awareness over time. Think of it like calibrating a beamline: precise, purposeful, and timed to make an impact. Messaging was aligned with key industry moments such as clinical trial deadlines, cancer awareness months, conferences, and registry news.
We crafted a professional but engaging voice that made complex topics more approachable. Social posts highlighted PCG’s leadership in research while inviting audiences to learn more. And we integrated clear calls to action and trackable links to increase website engagement.
We also added subtle creative direction with a more cohesive look, simplified visuals, and occasional animations that helped bring the science to life. Because if you’re going to post about radiation oncology, it should at least look radiant.
Results that Moved the Needle
With the new strategy in place, PCG saw meaningful changes across its social channels. Follower counts rose steadily as the content began reaching the right people: clinicians, researchers, vendors, and advocates in the proton therapy space. Engagement climbed as audiences interacted with timely, relevant posts tied to awareness events, trials, and new data. The brand became more visible, more respected, and more relevant within its niche.
Some of the most successful content came from outside the core scope: creatively repurposed data visuals and animated posts that added energy and dimension. These pieces didn’t just look better; they sparked reactions, and not just the radioactive kind.
The Proton Plan
Our work followed RivalMind’s proven path:
Discover: We got to know PCG’s mission, audience, and communication goals.
Build: We shaped a strategy that blended scientific depth with social clarity.
Launch: We delivered content on a consistent schedule, aligned with key moments in the industry.
Optimize: We measured performance and adapted the approach to keep momentum strong.
The Missed Dose
Without intervention, PCG’s research would have stayed in the shadows. A niche audience might never have known the registry existed. Opportunities for partnership, visibility, and education could have slipped away.
In a world full of noise, they’d have been whispering. Instead, they found a partner that understands how to make complexity compelling. Today, PCG’s feed reflects the same excellence as their research: clear, authoritative, and ready for the right audience.
More Case Studies
Social media should make meaningful messages impossible to ignore. These
case studies reveal how we help brands with something to say find the right way to say it, turning highly focused missions into highly scrollable content.
