Meta Ads and Content for Plastic Surgery: Dr. Katinka Staemmler
Open gallery
Customer
Katinka Staemmler, MD
Services
Positioning, content strategy, video production, Meta Ads
Year
2025
Making a small practice in Düsseldorf visible: positioning, consultation videos, patient testimonials, and ads via Meta.
Initial situation
Social media was practically non-existent. What did exist seemed staged — photos that looked like what is typically done in the industry, but had nothing to do with the actual person behind them.
This was more than just an aesthetic problem. Dr. med. Katinka Staemmler runs a small practice in Düsseldorf, and her key differentiator is precisely not her size: it is the close, personal contact with her patients, a calm, empathetic manner, and the feeling of being understood rather than rushed through. This was exactly what was invisible online.
Anyone searching the web for plastic surgery mostly finds large clinics with a high volume of cases. A practice that consciously works differently must be able to show this — otherwise, it will be judged by the same standards and lose out.
Read text
The positioning
The positioning did not have to be invented, but rather uncovered. Dr. Staemmler is a specialist in plastic and aesthetic surgery and a psychotherapist — a dual qualification that is rare in this field and explains why the consultations in her practice are different. Anyone considering a procedure rarely decides on purely medical grounds.
The surgical part is what is projected to the outside. The main areas of focus: breast reduction as the largest area, plus upper eyelid surgery and individual lift surgeries. Premium here does not mean equipment, but rather attentiveness — a small practice, a fixed contact person, no mass processing.
The guiding principle for everything else was therefore simple: the representation must stand up to the person. A forced premium staging would not have held up in the initial consultation — and would therefore have been more expensive than no marketing at all.
Gallery
Content System and Meta Ads
The result is a content system consisting of three formats. Consultation videos, in which Dr. Staemmler answers questions just as she would in the consulting room — without a script, at her own pace. Explanatory videos on key focus areas, above all breast reduction. And testimonials: patients who sit in front of the camera with her and share their experiences.
The joint format is no coincidence. Anyone who sees the two of them in conversation understands in thirty seconds what can hardly be claimed in a text: that they are actually being listened to. That is exactly what the patients give as the reason why they stayed.
The advertising system is based on this. The campaigns run via Meta, i.e. Instagram and Facebook, and are targeted at the key focus areas and the Düsseldorf area. This turns the content into inquiries — especially for breast reduction, the area with the greatest demand and the highest need for consultation.
The difference to the starting point lies less in the reach than in the alignment: what can be seen online corresponds to what happens in the practice.
The added value
Through strong storytelling and a clear visual language, a high-quality, trustworthy brand identity is created. Dynamic reels, interviews, and the image video establish a genuine connection – in alignment with my values.
Dr. Staemmler
Plastic & Aesthetic Surgery, Düsseldorf
Continue browsing
Other projects, the right program, and background information in the magazine — depending on what you are currently looking for.
Schedule a free consultation.
