When you think of TikTok, you might picture viral dance challenges, lip-sync videos, or adorable pet clips. But for healthcare professionals and marketers, TikTok has become a powerful tool for reaching patients, building trust, and spreading awareness. With around 2 billion active users worldwide, TikTok is no longer just a platform for entertainment—it’s a hub for education, community, and connection.
In this blog post, we’ll explore how TikTok is transforming healthcare marketing, how medical professionals are leveraging the platform, and what you can do to create engaging, compliant content that resonates with potential patients.
Why TikTok? The Shift in Healthcare Marketing
Healthcare marketing has evolved to focus on patient-centered, digitally driven strategies. TikTok’s unique format—short, engaging videos—aligns perfectly with this shift. Unlike traditional social media platforms, TikTok celebrates authenticity, creativity, and relatability, making it an ideal space for healthcare professionals to connect with audiences.
Key Reasons TikTok Works for Healthcare:
High Engagement: TikTok boasts the highest engagement rate among social media platforms, with users spending an average of 12.4 hours per week on the app in the U.S. alone.
Visual Search Engine: Nearly 40% of Gen Z users prefer TikTok over Google for searching information, making it a valuable platform for health-related queries.
Authenticity Wins: TikTok’s algorithm prioritizes content that feels genuine and relatable, allowing healthcare providers to humanize their brand and build trust.
How Healthcare Professionals Are Using TikTok
From doctors and nurses to dentists and therapists, medical professionals are flocking to TikTok to share their expertise, debunk myths, and connect with patients. Here are some standout examples:
1. Educating Through Myth-Busting
Dr. Karan Rajan (@dr.karanr), a UK-based surgeon, has gained millions of followers by debunking medical myths and explaining complex health topics in simple, engaging ways. His videos often feature trending sounds and formats, making them both informative and entertaining.
2. Sharing Expert Insights
Dr. Anthony Youn (@doctoryoun), a plastic surgeon, uses TikTok to educate viewers about cosmetic procedures, skincare routines, and the realities of plastic surgery. His approachable style and expert advice have made him a trusted voice in the field.
3. Raising Awareness
Dr. Emeka (@doctor.emeka) uses his platform to address important social issues, such as racial disparities in healthcare. By combining education with advocacy, he’s built a community of engaged followers who value his insights.
4. Patient Stories
Patients are also using TikTok to share their healthcare journeys. Eleri Reece Jones (@elerireecejones), for example, documents her experience with Hodgkin’s lymphoma, offering a raw and honest look at life with cancer. Her videos have inspired others to share their stories, creating a supportive online community.
5. Busting Embarrassment
Dr Rena Malik MD (@RenaMalikMD) is an American urologist who uses Tik Tok to discuss subjects that are rarely discussed in public, sexual health, incontinence etc. helping to break the taboos that often exist around this areas of medicine.
The Rise of Patient Influencers
TikTok isn’t just for healthcare professionals—it’s also a platform for patients to share their experiences. Patient influencers like Eleri Reece Jones provide real-life insights into conditions, treatments, and recovery, helping others feel less alone in their journeys.
This trend has given rise to a new form of healthcare marketing: patient-led advocacy. By sharing their stories, these influencers humanize healthcare and provide valuable information to others facing similar challenges.
Tailored Content: The Key to TikTok Success
TikTok’s algorithm is designed to show users content that aligns with their interests, making it easier for healthcare providers to reach their target audience. Here’s how to create content that resonates:
1. Focus on Education
Create videos that answer common health questions, explain medical procedures, or debunk myths. For example:
“What to Expect During a Colonoscopy”
“5 Signs You Should See a Dermatologist”
“Debunking Common Skincare Myths”
2. Be Authentic and Relatable
TikTok users value authenticity. Share behind-the-scenes glimpses of your practice, introduce your team, or talk about your own experiences as a healthcare provider.
3. Use Trending Sounds and Formats
Stay up-to-date with TikTok trends and incorporate them into your content. For example, use a trending sound to explain a medical concept or participate in a viral challenge with a healthcare twist.
4. Address Patient Concerns
Create content that addresses common patient concerns, such as cost, recovery time, or what to expect during a consultation. Transparency builds trust and encourages patients to take the next step.
Compliance on TikTok: Navigating the Rules
For healthcare and pharma brands, compliance is a top priority. The Prescription Medicines Code of Practice Authority (PMCPA) provides guidelines for using social media, ensuring that content is accurate, ethical, and compliant with regulations.
While promoting prescription-only medicines on TikTok can be challenging, there are still plenty of opportunities for healthcare providers to engage with audiences. For example:
Share general health tips and advice.
Raise awareness about specific conditions or treatments.
Highlight patient success stories (with consent).
Promote non-prescription products or services.
4 Ways to Incorporate TikTok Into Your Healthcare Marketing Strategy
1. Collaborate with Influencers
Partnering with TikTok influencers can amplify your reach and build trust with potential patients. Look for influencers who align with your brand values and have an engaged following.
2. Create Original, Tailored Content
Avoid recycling content from other platforms. Instead, focus on creating TikTok-specific videos that are short, engaging, and visually appealing.
3. Establish a Niche
Find a specific area of expertise and become the go-to source for information on that topic. For example, if you’re a fertility specialist, create content that educates viewers about fertility treatments, patient journeys, and success stories.
4. Leverage Paid Advertising
TikTok offers a range of paid advertising options, including in-feed ads and branded hashtag challenges. These can help you reach a larger audience and drive engagement.
The Future of TikTok in Healthcare Marketing
TikTok is more than just a social media platform—it’s a cultural phenomenon that’s reshaping how we consume information. For healthcare providers, it offers a unique opportunity to connect with patients, build trust, and spread awareness in a way that’s both authentic and engaging.
As the platform continues to grow, healthcare marketers who embrace TikTok will be well-positioned to reach new audiences, drive patient engagement, and stay ahead of the curve.
Final Thoughts
TikTok has transformed the way healthcare professionals and patients interact online. By leveraging the platform’s unique strengths—authenticity, creativity, and high engagement—you can create content that resonates with potential patients and builds lasting relationships.
Whether you’re a healthcare provider looking to educate, a marketer aiming to boost brand awareness, or a patient sharing your story, TikTok offers endless opportunities to make an impact.
What strategies have worked for your clinic? Share your thoughts in the comments below – we’d love to hear from you!