The interview partners
Prof. Dr. Patrick Da-Cruz is Professor of Business Administration and Health Management at the Faculty of Health Management at Neu-Ulm University of Applied Sciences (HNU) and Academic Director of the MBA program in Leadership and Management in Healthcare.
Before joining HNU, Mr. Da-Cruz worked for renowned strategy consultancies in the pharmaceutical/healthcare sector and held management positions in healthcare companies in Germany and abroad.
John Victor Lopes is a nurse, practical instructor, and one of the first full-time corporate influencers in the German healthcare sector. At Marienkrankenhaus Hamburg, he is responsible for social media communications in nursing and demonstrates how credible public relations work can be done in practice. Previously, he developed a social media concept for one of the largest nursing home operators in northern Germany that attracted nationwide attention. With over 100,000 followers across multiple platforms, he reaches millions of people every month, making him one of the most influential nursing creators in Germany. He has further training as a practical instructor, wound expert, palliative care specialist, nursing management specialist, and social media manager. His work has been featured by the Federal Ministry, ARD Morgenmagazin, and ZDF heute journal, among others. He is committed to making nursing care visible to people in the nursing care sector – in a modern, approachable and professional way.
Instagram: johnfit_praxisanleiter
TikTok: johnfitpraxisanleiter
LinkedIn: John Victor Lopes
How can social media be used credibly to strengthen the image of nursing professions?
John Victor Lopes: Credibility only arises when nurses themselves are visible. No stock photos, no staged campaigns, no marketing language. Nursing is approachable, emotional, technically demanding, and that's exactly what needs to be shown. I am convinced that social media can completely change the image of nursing if we talk not about the profession, but from within nursing.
The people who stand directly at the bedside, the teams, the trainees, everyday life between humor, stress, teamwork, and professionalism: that is exactly what attracts people. When real caregivers talk about why they love their job, where they reach their limits, and what motivates them, it changes more than any traditional image campaign.
And social media finally gives nursing the opportunity to shape its own image, not what others say about it from the outside. In the long term, this does much more for the image than any nationwide campaign.
What role do caregivers themselves play as content creators or corporate influencers compared to external service providers?
John Victor Lopes: Caregivers are the real experts. This gives caregiving a face and a voice. No agency in the world can replace what someone with practical experience can tell us. External parties can produce professional content, but they don't feel caregiving. A corporate influencer from the nursing sector brings together professionalism, credibility, identification, and trust.
The strongest content is created when real nurses themselves have their say. That's exactly what I experienced in inpatient geriatric care over several years and now again in the hospital: videos from everyday life reach millions of people because they are unvarnished and genuine. We need many more creators from the nursing sector who can contribute their perspective. This not only changes the public's perception, but also the industry's internal self-confidence, because it shows how modern and diverse nursing actually is today.
Where are the boundaries between professional communication and personal representation in the context of nursing care?
John Victor Lopes: It's always about responsibility, respect, and the question: What message am I sending? In geriatric care, I have also filmed with residents—always with their consent, always with tact, and always with the aim of showing nursing care in a human way. Many people are familiar with my videos with Albert, which went viral because they showed genuine relationships and humor. That is exactly what care is all about.
Today, in the hospital, I deliberately do not film with patients. The focus is on employees, trainees, team situations, and real everyday work with the same amount of honesty, humor, and professionalism, just from a different role.
For me, authentic does not mean “private.” It means reflective, genuine, and responsible. Showing closeness is okay as long as you know and respect boundaries. This balance is not risky; it is even a strength if you maintain it consciously.
Which platforms are particularly suitable for addressing nursing professionals – and why?
John Victor Lopes: Instagram, TikTok, and to some extent Facebook are currently the strongest platforms when it comes to reach, exchange, and community. They allow you to reach trainees, young nursing professionals, but also teams, institutions, and relatives. LinkedIn works very well for executives, industry communication, career paths, and specialist topics.
However, it is not so much the platform that is decisive as the way you communicate. Glossy images don't work. Staged scenes don't work. Nursing needs real everyday life, dialogue, recognition, and people who really live it. That's why short reels, honest insights, and clear messages are so effective.
How do healthcare companies benefit from professional social media marketing in nursing?
John Victor Lopes: The benefits are measurable: reach, applications, image, internal identification, team pride—everything benefits when nursing becomes visible. In a short period of time, I have achieved millions of views with authentic content and generated real applications, interviews, and collaborations as a result.
I develop ideas, texts, and videos entirely on my own: from everyday life, for everyday life. Employees are actively involved so that their perspectives become part of the content. This not only creates content, but also a unique dynamic within the team: people feel seen, valued, and included. It is precisely this effect that ensures that communication triggers something internally and remains credible externally. For institutions, social media is no longer just “nice to have” – it is a real competitive advantage when done authentically.
The bottom line: Care only becomes truly visible when people from the care sector tell their own stories. That's exactly what I do – authentically, closely and with a concept that is virtually unique in Germany. If this results in more pride, more applications and more genuine attention, it shows what is possible when care tells its own story.
Thank you very much for talking to us!
The content and statements presented in the interviews reflect the perspective of the interviewees and do not necessarily correspond to the position of the editorial team.
