Healthcare Marketing · HamburgHealthcare Marketing · Hamburg

Hi, I’m Kirill.Hallo, ich bin Kirill.

Three years inside MOECK.Drei Jahre in MOECK.
The healthcare playbook I built.Das Healthcare-Playbook, das daraus wurde.

A case study and a playbook. Not a specialist pitch.Eine Case Study und ein Playbook. Kein Spezialisten-Pitch.

I run social, paid, and AI video forIch führe Social, Paid und KI-Video für MOECK & MOECK GmbH, a Hamburg manufacturer of MDR Class IIb warming systems distributed across 16 countries. The same playbook scales to clinics, group practices, and regulated medical-device funnels.

See the workArbeiten ansehen

16 countries · MOECK reachLänder · MOECK-Reichweite

1,400+ followers built from zeroFollower von Null aufgebaut

MDR IIb regulated device classregulatorische Geräteklasse

Live AI video framework in productionKI-Video-Framework in Produktion

What I doWas ich mache

What this playbook works for.Wofür dieses Playbook funktioniert. Three client types.Drei Kundentypen.

For clinics that need steady content, manufacturers that need regulatory-aware creative, and B2B teams that need distributor video systems.

Vet clinic & group practiceTierklinik & Praxisverbund

Instagram, Reels, Google Maps, and local paid campaigns for clinics and group practices. Authentic clinical scenes beat polished brand video when the buyer is local and emotional.

Monthly content calendar (Instagram + Reels)

Local-area paid (Meta + Google)

Reputation & Maps profile

In-clinic shoot day, quarterly

AI-assisted multilingual captions

MDR-regulated device manufacturerMDR-regulierter Medizinprodukt-Hersteller

For MDR Class II / III products: warming systems, monitoring, surgical instruments. Claims, sales needs, R&D input, and distributor context are built into the brief from day one.

Product social (Meta · LinkedIn · Google)

Trade-show coordination (bpt · FVO · DGA)

Distributor sales material

Clinical-scene AI video pipeline

AI-assisted multilingual localisation

Distributor & training video systemsDistributor- & Training-Video-Systeme

Long-form distributor presentations with one consistent AI medical presenter, multilingual lip-sync and self-hosting on a GDPR-compliant German server.

13+ chapters, ~60 min total

HeyGen + ElevenLabs + Nano Banana Pro

Real product macros, in-house shoot

PeerTube self-hosting (Hetzner DE)

Password-protected portal, per-distributor codes

AI Video FrameworkKI-Video-Framework

One character. Thirteen chapters. Multilingual delivery.

A 13-chapter distributor presentation with one medical presenter, one voice, and AI-assisted multilingual lip-sync. The pipeline combines HeyGen, ElevenLabs, Nano Banana Pro / Gemini, and real macro shots for product details AI should not invent.

ScriptSkript

Approved text per chapter. Mapped to scene + shot type.Freigegebener Text pro Kapitel. Auf Szene + Shot-Typ gemappt.

CharacterCharakter

AI medical presenter generated via Nano Banana Pro. Locked reference sheet.KI-Mediziner-Presenter, generiert via Nano Banana Pro. Festes Reference-Sheet.

VoiceStimme

ElevenLabs multilingual voice. Long-form audio approved before video.ElevenLabs multilingual Voice. Long-Form-Audio vor dem Video freigegeben.

VideoVideo

HeyGen lip-sync renders. Composited with photo-ref environments.HeyGen-Lippensynchronisations-Renders. Komponiert mit Foto-Referenz-Umgebungen.

Same character. Different scene.Gleicher Charakter. Andere Szene.

A reference sheet locks face, voice, scrubs, and lighting. The presenter can then move between OR, ICU, and recovery scenes across every chapter and language.

AI presenter in operating room — OR · with team

AI presenter in OR closeup — OR · close shot

AI presenter in ICU — ICU · ventilator side

Operating Room · 16:9

Surgeon-anesthesiologist enters cold OR, activates warming system.

Anesthesia · Take 1

Female anesthesiologist, teal scrubs, mid-30s.

Anesthesia · Take 3

Same character, alternative continuous shot.

AI can. AI cannot. Both matter.

The framework documents what generates well and what still needs real filming, matched lighting, and the same wardrobe.

AI · Generates

Photorealistic medical presenter, lip-synced 175+ languages
Clinical environments - OR, ICU, recovery, corridors
Camera moves, walking, gestures, eye contact
Consistent face & voice across every chapter
Voice emotion, pacing, pauses, emphasis

Real shoot · Required

Product macro - textile weave, stitching, MWS labels
TWINWARM button presses with LED response
Hose connections being physically attached
Blanket inflation with accurate physics
Mechanical interactions - zippers, snaps, valves

Five visual modes per chapter.

Each video segment uses a mix. Talking head builds trust. Slide overlays carry data. B-roll keeps the eye moving. Real footage lands the proof.

Talking head

Full-screen AI presenter. Primary mode - direct, professional.

Head + slides

Presenter shrinks to PIP. Existing slides or product photos behind.

Head + graphics

Floating overlays - numbers, statistics, icons, callouts.

B-roll

Existing product photography & animations. Voice continues.

Real footage

Macro shots filmed in-house, matched to AI character clothing.

Scene librarySzenen-Bibliothek

Vet OR. Human ICU. Product macros.Tier-OP. Human-ITS. Produkt-Makros. All in one stack.Alles in einem Stack.

Healthcare creative needs three different visual registers - vet clinic warmth, human-medicine institutional, and clean product macro. Most agencies do one. The framework produces all three from the same playbook.

MOECK Warming System®

B2B Healthcare · Vet + Human Medicine

I run the full media-producer function for MOECK & MOECK GmbH - a Hamburg-based manufacturer of warming systems for the operating room. Two audiences: the veterinary side (vet clinics across DACH and Europe) and the human-medicine side (anesthesiology, intensive care, neonatology).

From zero - no Instagram presence, no AI pipeline, no creative production system - to two B2B accounts at 1,400+ followers across 16 countries, paid + organic split, AI creative production for Meta, Google, LinkedIn, and trade-show coordination at bpt-Kongress / FVO-Tagung.

The work is regulated (MDR Class IIb medical device). Every claim is reviewed against the regulatory framework. Sales, R&D and the family-owned leadership all have a say. Messaging stays compliant; creative stays human.

1,400+Followers · 2 B2B accounts

16Countries reached

MDR IIbRegulatory class

3 channelsMeta · Google · LinkedIn

What makes healthcare different

Four constraints that change the entire creative.

Healthcare buyers are sceptical. Healthcare claims are regulated. Healthcare audiences are multi-stakeholder. Healthcare channels include trade conferences. None of this fits the standard performance-marketing playbook - but all of it can be planned for.

Sceptical audience

Vets, anesthesiologists, procurement leads. They will scroll past anything that looks staged. UGC and AI-generated specifics outperform glossy stock by 5–10× on attention.

Compliance built in

MDR / MPG / FDA review every claim. Creative briefs include regulatory acceptance criteria - not added at the last minute.

Multi-stakeholder

The user, the buyer and the influencer are different people. Message hierarchy splits per persona - clinical lead, hospital procurement, distributor sales rep, end-clinic owner.

Trade-show channel

bpt-Kongress, FVO-Tagung, DGA, LMU. Conference presence is part of the funnel, not a side activity. Creative coordinates with exhibition, partner mailings, and on-stage moments.

Process

How a healthcare campaign actually runs.

Five steps from kickoff to first creative in market - built around regulatory checkpoints rather than around them.

Brief

Audience × claim × channel × regulatory boundary. One page.

Scenario

Specific clinical scene scripted. AI-generation prompt or shoot plan.

Production

AI pipeline (Seedance 2.0 / Kling 3.0 4K / Magnific) or real shoot. 4–10 outputs per sprint.

Compliance pass

Regulatory + native-DE review. Sales + R&D sign-off where needed.

Launch + rotate

Meta / Google / LinkedIn + trade-show repurposing. Weekly creative refresh.

About

Hamburg-based. Bilingual DE/EN. Russian native.

I’ve spent the last three years inside a regulated medical-device manufacturer’s media function - building the AI video framework, the social presence, and the 16-country distributor pipeline from scratch.

11+ years in digital marketing. Premium-brand experience (Mercedes-Benz, INFINITI), DTC subscription experience (Herbalife, Delimobil), FMCG paid-social (Tornado Energy, 4 CIS markets). The healthcare run sits on top of all of it.

Bachelor’s in International Business Administration & Entrepreneurship from Leuphana University Lüneburg. Thesis: AI Trust in Veterinary Chat Services (grade 1,0). Minor in Political Science.

Want this playbookWillst du dieses Playbook
for your brand?für deine Marke?

Vet clinic, group practice, MDR-regulated manufacturer - Hamburg-based, working bilingual DE/EN. ~30 min intro call, no decks.

mail@vko.media LinkedIn

Three years inside MOECK.Drei Jahre in MOECK.The healthcare playbook I built.Das Healthcare-Playbook, das daraus wurde.