How to Stand Out on LinkedIn When Everyone Is Using AI

appleorchardmarket
Jun 12
4 min read

Let’s be honest, AI has made it easier than ever to create content. LinkedIn feeds are now flooded with polished posts, long-form carousels, and catchy hooks that all sound good. But that’s exactly the problem: when everything starts to sound the same, nothing stands out.

If you’re a startup, especially in the medical device space, your ability to cut through the noise matters more than ever. You’re not just building awareness; you're building credibility, trust, and momentum. That means your content has to feel real, relevant, and resonant.

So, how do you stand out when AI can write a decent post in seconds?

Let’s break it down.

1. Lead with Human Insight, Not Just Information

AI can help structure content, but it can’t replace insight that comes from real-world experience.

In our LinkedIn workshops, we assumed most people would be eager to learn how to write better posts, what formats work, when to post, what hooks grab attention. But that wasn’t the biggest thing on their minds.

What people really needed, and what sparked the most conversation, was how to deeply understand their customer. Because without clarity on who you're actually talking to and what matters to them, even the best-written post won’t land. Once we shifted the focus from “how to write it” to “who you’re writing for,” the lightbulbs started going off.

The takeaway: Your best content doesn’t start with AI prompts or formatting tricks. It starts with clarity. Who is your buyer? What problem keeps them up at night? What language do they use, not what’s in your pitch deck?

🧠 Post Example: “In our workshops, we thought people would want help crafting better LinkedIn posts. But the breakthrough came when they started unpacking their customer’s world, what frustrates them, what drives decisions, what language they use. Suddenly, the content wrote itself.”

2. Don’t Be Afraid to Take a Position

AI-generated content often plays it safe. That’s fine for filler, but if you want to build a brand with a voice, you need to take a stand.

Maybe you believe the MedTech industry overuses the word “disruption.” Maybe you think adoption should be a stronger KPI than published papers. Maybe you’ve seen how disconnected hospital procurement is from clinical need. Say it clearly and respectfully.

💬 “In MedTech, we celebrate breakthrough tech but forget that implementation takes more than innovation. It takes usability, clinical buy-in, and alignment with workflow. Let’s talk about adoption.”

3. Show Your Voice, Stylistically and Visually

AI tools can mimic tone, but they can’t replicate your voice. Write how you speak. Be concise. Be direct. Avoid jargon. Let your personality come through.

And don’t underestimate visuals:

Behind-the-scenes R&D shots
Whiteboard sketches
Short videos explaining concepts
Clinician testimonials or quotes (with permission)

👀 Scroll-stopping doesn’t have to mean polished. It has to mean real. waiting for a post to be perfect will stall your plan completely.

4. Share the Journey, Not Just the Highlights

Most people follow you because they’re interested in the build, not just the outcomes. Share your process: the pivots, the “aha” moments, even the delays.

This builds authenticity and gives your audience a reason to root for you, not just notice you.

🛠 “We hit pause on our prototype this week. Turns out the feedback from a scrub nurse was too important to ignore. We’re back in Figma, making adjustments. Worth it.”

5. Make It a Conversation, Not a Broadcast

The best content doesn’t just tell, it asks. Use your posts to start conversations:

Ask a smart question at the end, though you will need to build a good number of connections in the relevant space to make this work for you.
Tag collaborators or mentors.
Share someone else’s post and build on it, with relevant thoughts or opinions.

Engagement drives visibility. But more importantly, it builds relationships, and that’s where real traction starts.

6. Be Strategic with Frequency

With AI, you could post daily. But should you?

If you're not saying something meaningful, consistent posting won't help. Focus on quality over quantity. A thoughtful, well-crafted post every week (or even every two weeks) can do more for your visibility and reputation than daily fluff. Whatever level of posting you choose to use try and be consistent. One meaningful post a week is better than a daily post that doesn't really say anything.

Make each post earn its place on someone’s feed.

7. Consistency Builds Recognition

You may not get 10,000 views on every post—and that’s okay. Standing out on LinkedIn is about building recognition, not just reach. That means showing up consistently, with a clear message and a point of view that connects to your mission.

In the MedTech world, where buying cycles are long and trust is everything, that consistency pays off over time.