Market Entry for Swiss Medical Technology: Aura Reality by Hexagon

Customer

Aura Reality by Hexagon

Program

Expansion

Services

DACH Go-to-Market Strategy, Market and Target Audience Analysis, KOL Research, Hook System, Casting and Directing, Video Production, HWG (German Drug Advertising Act) Compliance

Year

2026

A 3D facial analysis system from the Swiss precision technology group Hexagon is set to conquer the German-speaking market. UNITED delivers the complete go-to-market strategy and produces the ad campaign—shot in clinics in Zurich, Chur, and Krefeld, featuring real doctors alongside professional actors.

Initial situation

Aura Reality is a 3D facial analysis system by Hexagon — the Swiss precision corporation whose measurement technology is found in airplanes, smartphones, and cars, and whose 3D scans were used to rebuild Notre-Dame after the fire. Thirteen cameras and eighteen light sources capture the face and neck in under 40 seconds with an accuracy of 0.1 millimeters: a digital twin of the patient, not an AI estimate.

The problem that Aura solves lies in the consultation: 30 to 40 percent of aesthetic consultations end without treatment, every third patient feels the result fell short of her expectations, and more than half never return. All because, until now, consultations only show what the naked eye can see.

In the US, the product is already up and running — with before-and-after pictures, ROI promises, and testimonial ads. None of that is permitted in the German-speaking market. For the DACH region, Aura needed a partner who knows the market, the German Drug Advertising Act (Heilmittelwerbegesetz), and the psychology of German physicians. The mandate for UNITED: qualified demo appointments for sales — and a campaign that looks like a medical technology corporation, not a practice reel.

Schedule Expansion

The Strategy

Before a camera even started rolling, a 31-page working paper was created: an acquisition strategy and operating system for the DACH market. Structured across three iterations — a performance analysis of successful aesthetics accounts, a creative framework, and fine-tuning tailored to the person who ultimately signs on the dotted line.

The core insight: The German market is trust-based. What works in the US — new, disruptive, the new standard — backfires here. For Germany, the opening play is: establishment over innovation. Hexagon, decades of precision, measured rather than estimated. First legitimacy, then novelty, then the demo.

This evolved into a creative operating system through which every video is produced according to the same pattern: hook, body, CTA — plus three decisions: who is being addressed, which content type, which funnel stage. Tested hook-first, always three variants per video, optimized for cost per qualified demo appointment rather than cheap leads.

In parallel, we mapped the market: screened 409 aesthetic providers in NRW and Rhine-Main, narrowed them down to 178 candidates using a proprietary score, prioritized 83 practices for outreach, and curated a top-30 list for pilot partners — including competitive benchmarking against Canfield, Crisalix, and FotoFinder, along with an HWG (Heilmittelwerbegesetz) compliance check for every single creative.

How we work

Impact

31-Page Strategy

Market, buyer psychology, compliance, and creative system for the DACH region — before the first camera ever started rolling.

4 shooting days, 2 countries

Krefeld, Mettmann, Chur, and the ELEVN Clinic in Zurich: real doctors plus professional actors as surgeons.

30+ ad creatives

20–30 seconds each, 9:16 and 1:1, with subtitles, HWG-compliant (German Advertising Law on Healthcare Products), and tested using the hook-first principle.

Production

Four shoot days in two countries. It started with the Skin & Soul Clinic in Krefeld: Dr. Aleo as the German anchor of trust, eight reels in a doctor-to-doctor tone, along with product and software B-roll and the consultation scene with and without Aura. This was followed by the ELEVN Clinic in Zurich, a medically managed longevity clinic, and the practice of Dr. Ursula Kraneburg in Chur — specialist in plastic and aesthetic surgery, practicing in St. Moritz, Chur, and Munich — each with six Aura ads and two clinic videos.

For the fourth production, we cast professional actors. From a shortlist of TV actors with medical roles — Tatort, Charité, In aller Freundschaft — two actors were selected to appear in front of the camera as plastic surgeons: Daniel Wandelt and Melanie Scheiter. Shot at Studio Stadtwald near Düsseldorf, with the Aura device live on set, live scans, and capture moments, in scrubs and with a contractually secured buyout for paid social in the DACH region.

Each video follows the production standards we established with Aura: device or software in the first two seconds, one message per video, 20 to 30 seconds, a mix of premium and high-energy cuts, iPad screen recording of the entire session in portrait mode. Delivered in 9:16, 1:1, and 16:9, each with and without subtitles, and with a native outro per format.

Completely compliant with HWG and Swissmedic regulations: no pricing, no before-and-after of a treatment, no promises of a cure. The process, device, and the physician's authority are shown — never a result. On an ongoing basis, UNITED delivers one shoot day and eight ad-ready videos per month, along with a hook library, brand guidelines, and a shooting standard that makes every production repeatable.

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