Is there a place for medical marketing on TikTok? The answer is yes. The video sharing platform is now the seventh-largest social network in the world. Even more impressive than the ranking, though, is the growth.
TikTok was the most downloaded app in 2020 and it’s on pace to match that feat in 2021. As to its appropriateness as a venue for medical information, those questions were resoundingly answered in November 2020, when the prestigious Cleveland Clinic started its own TikTok channel.
The more pertinent question for doctor’s offices and medical facilities is what type of content to post. The format of TikTok demands short content. Video clips can run as short as 15 seconds. Anything longer than a minute won’t play well with this audience. Clearly, this isn’t the place for an extended dissertation on the consequences of not managing your cardiac health.
But this is the place for good, casual tips on how to take care of personal health. Maybe it’s something as basic as reminding people that exposure to sunlight is a part of managing your health during flu season, when darkness comes quickly. Or a snap video explaining the top medications for dealing with whatever medical ailment that you and your staff are being asked about the most.
Furthermore, while the nature of TikTok may work against extended academic discussion, it can help you with the simpler question of relating to a new audience. Not everything you post needs to be about medicine. If you’re out with your family for dinner, a quick video clip of everyone just having some fun can go a long way with the TikTok audience. You can record a quick “short” on your way to work.
There are a lot of advantages to short and casual, and letting people know that you have a “bedside manner” is one of the biggest.
In that regard, engaging with your audience directly can help. People will make comments and ask questions underneath your video. We understand that giving everyone an immediate response is probably not practical for those in the medical profession. However, if you pick a time each week to just take a half hour or so and engage with the commenters, it will increase the popularity of your channel.
Then just make certain that your posts include links to your website. Your TikTok audience can gradually start to filter to your website. Given enough time, it will filter its way into your office.