Patient acquisition via ads and funnels: Positioning for Dr. Yun
Customer
Chung Suk Yun, MD
Services
Positioning, Content Strategy, Video Production, Paid Ads, Funnel
Year
2025
Three core areas instead of a broad catalog: positioning, social media formats, and an advertising system for aesthetic surgery.
Initial situation
The surgical skill was there, but the external image did not keep pace. Anyone who looked at the services offered saw a broad catalog of aesthetic procedures — but not what Dr. Yun stands for. Exactly therein lies the problem: if you offer everything, you are recommended for nothing.
In addition, there was the target audience. They are younger than in many aesthetic surgery clinics and get their information differently. Not through long texts on a website, but through short videos, comments, and the question of whether someone understands their own concerns. A classic clinic website does not answer that.
For patient acquisition, this meant: there were inquiries, but no mechanism behind them. New patients came when things went well — not because a system brought them in a predictable manner.
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The positioning
We did not start with content, but with positioning. From the broad catalog, three main focal points emerged to be communicated to the outside world — the procedures Dr. Yun actually stands for.
Breast surgery. Breast augmentation and breast reduction, the largest of the three areas and the one with the most unanswered questions before a decision is made.
Eyelid surgery. Upper eyelid surgery as a procedure with a comparatively low inhibition threshold — for many, the very first contact with aesthetic surgery.
Intimate surgery. A field that is hardly ever spoken about openly and where education therefore makes the biggest difference.
Since then, this three-part division has determined everything: what content is created, what ads are run, and what path a prospective client takes until the initial consultation. Instead of general visibility for "aesthetic surgery", every measure contributes to one of the three focal points.
Formats and System
The formats are geared toward the target audience, not what is customary in the industry. It is young, visually oriented, and does not read continuous blocks of text — so Dr. Yun explains things in short, vertical videos, reacts to third-party posts, picks up on circulating claims, and classifies them. Stitches and reaction formats work better here than an explanatory video because they hook onto a question that is already in the feed.
In addition, there are insights into real procedures from the three focus areas — breast augmentation, breast reduction, and upper eyelid surgery. None of this replaces a consultation, but it answers the questions that no one dares to ask beforehand.
There is a system behind the content: ads lead to a journey that guides prospects all the way to their inquiry, instead of dumping them on a general homepage. Each of the three focus areas has its own path. This turns reach into predictable patient acquisition — new patients no longer arrive by chance, but measurably.
This was followed by a rebranding that also visually sharpens the new positioning. That is a project in its own right.
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