Dr. Joshua Liu, is the Co-Founder & CEO at SeamlessMD, a company that enables health systems to digitize patient care journeys with automated reminders, education and symptom monitoring. Liu has been posting consistently to LinkedIn where he has built a large audience for himself and for SeamlessMD.

What is his secret? Swaay.Health sat down with him to find out.

Key Takeaways

1. 
   
2. Be authentic, not promotional. Audiences engage more with leaders who share real experiences and insights rather than overtly promoting their company. Thought leadership beats sales pitches every time.
   
3. Post consistently, even if it’s imperfect. Frequency matters more than perfection—showing up regularly keeps your brand visible and top of mind, even if every post isn’t a viral hit.
   
4. Leverage storytelling to connect. Facts inform, but stories inspire action. Sharing patient impact stories or personal experiences makes content more memorable and shareable.
   

Liu has been successful on LinkedIn because he does very little SELLING and instead focuses on SHARING his knowledge, experiences, opinions, and observations.

“When I first started, I was just trying a bunch of different things,” shared Liu. “Over time, I figured out that there were certain topics that I am keen on that are also relevant to our space.”

By focusing on those topics rather than on promoting his company’s products, Liu was able to build a large audience who appreciate his perspective on healthcare challenges, entrepreneurship, decreasing clinical workloads, and improving patient experiences. Because he has a passion for his chosen topics, his posts on LinkedIn ooze authenticity.

Liu does not use ChatGPT to assist with his posts: “It wouldn’t be as good or authentic if I didn’t write my own stuff. I have my own voice that reflects how I feel. Everyone has to find that voice to produce the best content.”

Authenticity alone, however, is not enough to win over audiences and drive business on social media. You also need to post consistently.

Waiting for the “perfect” post is the fastest way to stay invisible. Frequency matters more than flawless execution. Some of Liu’s most viral posts were written in just 15 minutes during a taxi ride, while some of his meticulously crafted posts fell flat.

“It took me three months to get into the habit of writing and to find what worked for me,” said Liu. “Just get it out and you will get better over time.”

Statistics and facts inform, but stories inspire. Liu found that his posts on LinkedIn generated more engagement when he shared stories based on his own experiences – especially where he learned a lesson, overcame a challenge or reflected on a decision he made.

“You just have to look back at your personal experiences, your lessons learned, and write about them,” suggested Liu.

What is the upside of all the time and effort engaging on social media platforms like LinkedIn? The answer: revenue.

Through his consistent and personal approach to LinkedIn posts, Liu has made many online connections. Those online connections have led to meetings when he and that other person happen to be at the same conference together. Those meetings have sometimes led to partnerships and business.

“I’ll write a post and even if it’s not about how we are working day-to-day with a health system partner, it shows that I understand their needs,” admitted Liu. “It gives them confidence that everyone on our team has the same understanding. That builds trust.”

That trust is a critical precursor to revenue.

Over the next 90 days, challenge yourself or your team to post weekly—not about your company or organization, but about the insights and experiences that matter most to your audience. The results may surprise you.

Learn more about SeamlessMD at https://www.seamless.md/

Connect with Dr. Joshua Liu at https://www.linkedin.com/in/joshuapliu/