Practice marketing for orthopedics: Social media system for ORTHO Mannheim

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Customer

ORTHO Mannheim

Services

Positioning, Content Strategy, Video Production, Paid Ads

Year

2026

Positioning, videos with the doctors, and an ad system for an orthopedic practice in the Franklin Clinic Mannheim.

Initial situation

ORTHO Mannheim is not a practice in itself, but part of the Franklin Clinic — one of the city's largest healthcare centers, located in the modern Franklin district. Under one roof: orthopedics, physical therapy, a medical supply store, an in-house surgical center, and plastic surgery. Patients treated there ideally go through the entire process from diagnosis to aftercare without having to change locations.

This standard was met on-site — but it was not visible from the outside. A practice of this size is found online just like any other: through opening hours, an address, and a few reviews. What the facility actually delivers could not be gathered from that.

As a result, the lever for patient acquisition was also missing. Practice marketing does not start with advertisements, but with the question of what a practice stands for — and that was left unanswered to the outside world.

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Personal Brand Program

Positioning and Priorities

The first step was the positioning, not the camera. An orthopedic practice with a broad spectrum is not searched for under "orthopedics," but rather for a specific problem: the back has been hurting for weeks, the knee gave out during sports, the shoulder can no longer be raised.

So we carved out the main complaints and condensed them into focal points — back pain, knee injuries, shoulder complaints. Each of these complaints is a separate entry point, with its own language, its own urgency, and its own age of those affected. A 20-year-old after a sports injury searches differently than a 70-year-old who can no longer raise her arm.

This division is the foundation for everything else: it determines what content is created and what ads will run on later. Marketing for doctors works precisely when the complaint and the content come together — not when a practice advertises in a general way.

How we work

Gallery

Implementation and Ad System

Filming took place right where treatment happens: in the rooms of ORTHO Mannheim and in the operating center of the Franklin-Klinik. The doctors themselves stand in front of the camera — chief physician Dr. Thomas Rupp, Dr. Olaf Jacobsen, and specialist Christoph Biscas. This is not just a detail: anyone considering surgery wants to see the person performing it, not a generic stock image.

The formats align with the medical specialties. For each complaint, there is a video explaining where it comes from, when it needs medical evaluation, and what happens next. In addition, real cases — a 70-year-old patient with shoulder pain, a knee injury in a 20-year-old — accompany the journey from the initial diagnosis to the operating room. This journey is what concerns patients the most and what they know the least about.

An advertising system underlies the content: each specialty has its own entry point, so people with back pain see back-related content rather than a general practice advertisement. In this way, education turns into predictable patient acquisition, instead of reach without conversion.

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