In several MedTech companies, the company page is the official home on LinkedIn, and for good reason. It's where clearance announcements are published, job posts live and where a careful investor checks that the company is a real company. Someone keeps it current, every post gets reviewed, and the logo is there.

Then the team looks at the numbers and wonders why so few people respond.

Earlier this year, Metricool published a study of 673,658 LinkedIn posts from 63,108 accounts, and for the first time it compared company pages with the personal profiles of individual people, which we call professional pages. Both types averaged roughly the same impressions per post. Professional pages had a 63% higher engagement rate and earned 238% more comments per post. Company pages had a strength of their own, though. Their posts were shared nearly 15 times more often.

Metricool's conclusion was that the best LinkedIn strategy uses the personal profile to start conversations and the company page to spread them. We'd agree, and we think it matters even more in MedTech.

What Each Page Does Well

A LinkedIn company page on its own is a well-built booth at a conference with nobody standing in it. People walk by and pick up a brochure. Some take one for a colleague. Very few stop to talk, because there's nobody there to talk to.

That's a reasonable outcome for what the page is built to do. Everything on it has been approved, so people feel safe passing it along. What it can't do is answer a surgeon's follow-up question, react to an investor's comment or explain why the team made a hard call. Those conversations happen with a person, and they're where trust between a company and its buyers usually starts.

Growth on the company page alone is slow, too. In the same study, only 7% of company pages grew enough to move into a higher follower tier over the past year. If your page has been sitting at the same follower count for a while, you're in good company.

What Changes When the Leader Shows Up

When a founder, executive or CEO posts on their own professional page, the conversation has somewhere to go. A distributor comments, a clinician pushes back, a former colleague tags someone who should see it. Then the LinkedIn company page shares that post, or publishes the same idea in the company's voice, and it reaches people who don't follow the leader yet.

For smaller companies, the leader's page is often the bigger channel. Metricool found that below 10,000 followers, personal profiles beat company pages on impressions, comments and engagement combined.

Over time, the company page starts to carry a recognizable voice and more weight. When a buyer looks up the company and then looks up the person who runs it, they find the same story in both places, told by someone who clearly understands the problem. That consistency is what company authority looks like on LinkedIn.

Why It Usually Stalls

When we talk with founders, executives and CEOs, the reasons are familiar. Nobody owns marketing. The leader is the one person who can explain the work the right way, and also happens to be the person with the least amount of time to do it. Plenty of very credible people feel awkward talking about themselves in public.

All of that is fair. The easiest way through the awkwardness is to talk about the work itself, and we covered what that can sound like in Your Voice Is the Channel. The time problem is the harder one, and it's usually what decides whether a leader shows up at all.

A Simple Way to Connect the Two

You can set this up without a big content plan. Here's the version we'd start with.

• Start on the professional page. Pick one idea a week that the leader already talks about in meetings, and post it in their own words.

• Stay for the first day. Metricool found that nearly 40% of a personal post's interactions happen on day one, and posts that ask a question get 77% more comments. Ask something people can actually answer, and reply to them.

• Let the company page carry it further. Share the leader's post from the company page, or post a version in the company's voice a day or two later.

• Make the professional page look the part. A current headline and a banner that reflects the company help a new visitor understand who they're talking to.

Recording a conversation is one of the simplest ways to keep this going. An hour of a leader talking about their work, with someone asking good questions, can produce weeks of usable material in their own words.

The Opportunity Is in the Connection

The real opportunity isn't choosing between your company page and your professional page. It's making sure they work together.

When the people leading a MedTech company share what they're seeing, learning and building, they give the company page something more meaningful to amplify. And when both tell the same story, consistently, people start to recognise not just what the company does, but the thinking and expertise behind it.

The question is: if someone discovers your company on LinkedIn today, what would they find when they look up the person leading it?

Because your company's presence is about more than keeping a page active. It's about giving people a reason to pay attention, start a conversation and remember you.