Why You Could Be Missing Out Because of LinkedIn (with Guest Sheikh Ali)

In this episode of Gravity Healthcare Hacks, host Melissa Brown (COO of Gravity Healthcare Consulting) sits down with Sheikh Ali, founder and owner of SC Medical Media, to explore the power of LinkedIn for healthcare executives and professionals.

Despite its undeniable reach and influence, LinkedIn often goes underutilized by leaders in senior living and home health.

Melissa and Sheikh discuss why an active, strategic presence on LinkedIn can lead to valuable collaborations, business development opportunities, and professional growth.

Sheikh shares how he transitioned from medical school into entrepreneurship, ultimately focusing on LinkedIn marketing for clinicians and executives.

Together, they delve into practical tips for maximizing your LinkedIn headline, creating engaging content, and connecting with the right network.

Learn how to avoid cookie-cutter approaches, leverage commenting to expand your reach, and stand out as an authentic leader in your field.

Whether you’re new to LinkedIn or looking to overhaul your profile and strategy, this episode will help you unlock the platform’s full potential.

Don’t miss out on the opportunity to bolster your personal brand, attract meaningful connections, and stay ahead in the fast-evolving world of healthcare.

Transcript

Melissa Brown (Intro):
Welcome! You’re listening to Gravity Healthcare Hacks with your host, Melissa Brown—Chief Operating Officer at Gravity Healthcare Consulting and self-professed healthcare nerd. Each month, we provide industry expertise and tips to help keep your feet firmly on the ground in the world of healthcare.

Melissa Brown:
GH Episode 51: “Why You Could Be Missing Out Because of LinkedIn.” Hello and welcome to our podcast today! I’m really looking forward to this conversation because it’s a bit of a departure from our usual topics, but it’s also a very important one: why you could be missing out because of LinkedIn.

My guest today is Sheikh Ali, the founder and owner of SC Medical Media. Welcome, Sheikh!

Sheikh Ali:
Thank you so much, Melissa. I’m happy to be here.

Melissa Brown:
Great! Tell our listeners a little about yourself and how you ended up starting your medical media company.

Sheikh Ali:
Sure. I’m Sheikh Ali, founder and owner of SC Medical Media. I started this about two years ago as a social media marketing company specifically for healthcare professionals. I was actually a former medical student who pivoted into entrepreneurship.

Last year, in 2024, I decided to focus on LinkedIn, specializing in working with clinician executives. I found that group really resonates with the services I provide, and it has been smooth sailing ever since.

Melissa Brown:
That’s wonderful! I’m very passionate about LinkedIn. A couple of years ago, I decided I wanted to reach over 10,000 connections, so I figured out how many invitations I had to send each working day for a year to hit that goal. It took me slightly more than a year, but I got there!

LinkedIn is a tremendous tool for connecting, learning, and networking. However, what surprises me is how many of my colleagues in senior living or home health—high-level executives—don’t even have a LinkedIn presence, or their profiles are outdated. Why do you think this happens, especially in healthcare?

Sheikh Ali:
I believe it’s a general lack of awareness about LinkedIn’s power and scale. One of the beautiful things about LinkedIn is that it’s nationwide—actually, global.

A great example is how we met. We were introduced by mutual connections, Vivek and Jennifer from Top Health. They found me on LinkedIn and introduced me to you, and we’re in different states. Without LinkedIn, I wouldn’t have known you, and you wouldn’t have known me. That’s why I’m hoping to help educate healthcare professionals and executives about its benefits.

Melissa Brown:
Many executives worry about being inundated with sales pitches and irrelevant messages, especially when they already have so many critical tasks on their plate—usually patient-centered. Where do you see the most value for a senior living or home health executive on LinkedIn?

Sheikh Ali:
LinkedIn is the premier B2B networking hub, and it’s global. Senior living or home health executives might need to connect with ancillary service providers—remote patient monitoring, wound care specialists, and so on.

LinkedIn, when used strategically, can put you in touch with CEOs or founders of companies offering services you may not find within your personal network. These connections can lead to lucrative partnerships and collaborations.

Melissa Brown:
Yes, and companies that post valuable content on LinkedIn can offer real education and thought leadership. For instance, I recently saw a therapy-related eBook on LinkedIn that explained how to address margin losses under PDPM. Anyone who missed that post might never know there’s a solution out there.

If someone listening is new to LinkedIn or hasn’t updated their profile since creating it, how do they get started?

Sheikh Ali:
The first question I ask is: “What is your why?” Why do you want to be on LinkedIn, and what do you hope to achieve? Who is your target audience, and what information do you want to share?

If I look at your profile and need to boil down two or three key points about who you are and what you want to communicate, those become the pillars of your presence. From there, you can shape your headline, content, and connection strategy.

Melissa Brown:
I love that. LinkedIn can also help you showcase the type of leader you are to employees, vendors, partners, or anyone researching you. Even something as simple as the headline under your name can be very powerful. I added “PDPM” to mine a few years ago because I’m the person who has read thousands of pages of regulations. It has resonated with so many people who search for PDPM expertise.

What common pitfalls do executives encounter when trying to build a LinkedIn presence, and what’s your advice for navigating them?

Sheikh Ali:
One of the biggest pitfalls is bland, cookie-cutter content. If you try to speak to everyone, you speak to no one. Focus on the outcomes you can deliver, not just your job title or responsibilities.

Also, pay attention to your headline. It’s the most important part of your profile because it’s searchable and visible wherever you engage on LinkedIn. Make sure it focuses on the value you bring, rather than just stating a position.

Another pitfall is inconsistency. If you’re an executive in home health, you probably shouldn’t post random motivational quotes that don’t align with your niche. Your profile and content should be congruent with your professional goals.

Melissa Brown:
So true. What are your top three tips for effectively using LinkedIn to expand your network and establish a presence?

Sheikh Ali:

1. Engage with Comments: Commenting on other people’s posts is underrated. When you comment, your second-degree connections may also see that post. This organically expands your reach.
2. Maintain Congruency: Ensure your content, headline, and overall messaging are aligned with your expertise and objectives.
3. Be Authentic: You don’t have to sound like a corporate robot. Share your genuine insights, and when commenting, go beyond a one-word reply—add value or a question that sparks conversation.

Melissa Brown:
I can relate to the worry about connecting with too many vendors. I’m selective about who I connect with, aiming to build a network where we can truly help each other.

Leaders, especially at the C-Suite level, sometimes don’t realize how much their comments and posts can inspire employees and colleagues. I’m personally inspired by other CEOs and COOs. The things they post shape my thinking and help me do a better job, too.

Sheikh Ali:
Absolutely. That’s one of the strengths of LinkedIn: genuine professional influence. Also, if you add and engage with the right people, LinkedIn’s algorithm will recommend more individuals in your niche, making your network-building even more targeted.

Melissa Brown:
Exactly! And if you find yourself getting too many unwanted messages, it’s okay to politely decline or ignore certain connections. Over time, LinkedIn adapts to your preferences. It’s nothing like some other social platforms where you get bombarded nonstop.

Is there anything I haven’t asked that you think our listeners really need to hear?

Sheikh Ali:
One frequent question is: “Why LinkedIn over other platforms?” Primarily because LinkedIn is professional and B2B-focused. It also has a high domain authority, which means a Google search of your name will often show your LinkedIn profile first. It’s a trusted, authoritative platform—along with YouTube—that can really boost your professional visibility.

Melissa Brown:
That’s excellent. Thank you so much for sharing your insights today, Sheikh. I appreciate you being here.

Sheikh Ali:
Thank you, Melissa. It’s been a pleasure.

Melissa Brown:
If you’d like to learn more about Sheikh or SC Medical Media—or about Gravity Healthcare Consulting—don’t hesitate to reach out to me directly. You can always find us on LinkedIn (of course!).

Thanks for joining us. If you enjoyed today’s content, don’t forget to subscribe to our podcast. Remember, it’s not what you know but how you apply it that makes all the difference. See you next time!