Known on Instagram as Dr Miami, Salzhauer had amassed 90,000 followers. But in early 2015, Instagram closed her account for breaking her nudity rules. He was discouraged. Salzhauer had learned to love attention, feeding off the energy of his disciples. He preached a gospel of empowerment enhanced by surgery, calling his clients “warriors of beauty.” Her eldest, 15 at the time, suggested she try Snapchat. He hired a recent college graduate named Brittany Benson to manage his Snapchat account and film the proceedings.
Benson’s impact was undeniable: first 100,000 followers, then 500,000, then a million. No filter was too bizarre, no conversation too profane. Rapper 2 Chainz came to the operating room to watch a butt lift, and with gold chains stacked on his scrubs and sunglasses hanging from his nose, he exclaimed, “She’s going to wake up with it. a small waist and a big ass! The surgeon was a natural: Handsome and buff, with a dazzling smile, he would burst into choreographed dances in the operating room. (A clip, of Dr. Miami dancing to rapper Plies’ song “Ritz Carlton,” has been watched 4 million times.) The videos also caught the attention of other doctors, which gave Salzhauer an idea. What if this social media model was something he could sell, not just to patients but to his colleagues? He started a consulting business. One of the first clients was Martin Jugenburg.
The two met in early 2016, while Jugenburg was in Miami for a conference. Jugenburg was fascinated by the way Dr. Miami marketed his practice and saw Instagram and Snapchat as a way to visually communicate what he was trying to convey on RealSelf.
When Jugenburg returned to Miami in May, he was introduced to his character. “It was almost a given,” Benson says. “We had to do something with a 6ix.” They created her Instagram and Snapchat accounts. He stayed for a week observing Dr Miami and receiving advice from Benson on branding and social media, including copies of consent forms signed by consenting patients from Dr Miami. Benson was struck by how Jugenburg naturally turned to the idea of the doctor as an influencer. “Some doctors want to be on social media, but you can’t teach them that personality. Dr 6ix had it, ”she said. “He was witty, funny and quirky.
At the end of the week, Jugenburg made his first appearance on Dr. Miami’s wire, in a campy chivalrous scene. With Benson behind the camera, Jugenburg stood facing his mentor, who wore a crushed velvet red cape and an oversized crown. “Torontoland, you’ve proven to be worthy of it in the operating room,” Dr. Miami said. “Now kneel down.” Dressed in a black Raptors basketball jersey with gold trims, Jugenburg pressed his knee to the ground. Dr. Miami pulled a large clownish scepter over his left shoulder, then to his right. “Get up, real Dr 6ix,” he said. “Now go save the princess trapped in this tower.” He handed her a glossy photo of Toronto’s CN Tower.
Outside of the operating room, Jugenburg’s graying hair hangs loosely over his ears, making him look like an affable golden retriever. He speaks with a soft Slovak melody, and his eyebrows are raised slightly, as if asking a perpetual question. On camera, he was the real Dr 6ix, a sleek black scrub surgeon with a wry smile and a penchant for unfiltered commentary. He hired a social media assistant and put a Dr. 6ix logo on deep V T-shirts, surgical scrubs and baseball caps. If patients requested, they received a free Dr. 6ix T-shirt.
His fan base couldn’t get enough of it. When he reached 100,000 Instagram followers, he celebrated the success with “100K!” Frozen cookies. and quickly posted them on the wire. “Am I the only one who thinks there’s just something weird about his appearance?” he asked his supporters about Kim Kardashian West. He called the look “diaper butt”. Besides celebrity calls, there were explanations of the surgery and pictures of the tense bodies of his own patients. He posted a video of himself headbanging to Sir Mix-a-Lot’s “Baby Got Back” in the operating room. He posted a meme that said, “Medical school? Please … I’m looking at Dr 6ix. “When Instagram has occasionally deleted its posts for breaking community rules, it criticized the app for its inauthenticity and modesty.