TikTok is no longer just for dance crazes and lip-syncs—it’s a serious game-changer for healthcare marketing. With over 1 billion users, TikTok isn’t just a playground for Gen Z; it’s where your target audience—millennials, Gen X and even baby boomers—are scrolling for answers on health, wellness and everything in between.
If your healthcare organization isn’t on TikTok yet, it may be time to hit record.
The great news is that with an ad budget as low as $50, you can start experimenting with TikTok ads and reach a broad audience. Here’s what you need to know:
Ad Options & Budgeting
TikTok offers three objectives to choose from when running ads:
- Awareness (Reach) – Increase brand visibility.
- Consideration (Traffic, App Installs, Video Views) – Drive traffic and engagement.
- Conversion (Direct Action on Website) – Encourage specific actions like signing up or booking appointments.
For unbranded campaigns, you can choose from formats like top-view ads, branded takeovers or in-feed videos. You can even test different creative elements using TikTok’s split testing feature, which helps optimize ads for your target audience.
So, What Should You Post?
It’s easy to wonder, “What could I possibly share on TikTok that won’t get skipped?” The answer: make it authentic, educational and relatable. Let’s dive into how you can create content that resonates with TikTok’s community and helps position your organization as a trusted healthcare resource.
1. Show Off Your Experts
Your greatest asset? Your team of healthcare professionals. Feature them answering common health questions, offering tips or busting common myths. It’s not about selling services—it’s about educating and humanizing your organization. For instance, consider offering medical advice directly from your healthcare professionals, making it approachable and authentic.
2. Hop on Trending Hashtags
TikTok thrives on trends, so make sure your content gets discovered by tapping into trending hashtags that are relevant to your brand. Whether it’s a seasonal health tip or a challenge that aligns with your message, find your way into the conversation. The key is staying relevant—don’t just be a passive observer, be an active participant.
3. Keep it Short, Sweet and Educational
TikTok’s format demands brevity. You’ve got 30 seconds to deliver your message, so make it count! Break down complex health topics into bite-sized, shareable videos that are both educational and easy to digest.
4. Engage, Don’t Just Broadcast
TikTok is built on community, so don’t just use it to broadcast your message—use it to engage. Leverage interactive features like polls, Q&As and duets to encourage conversation with your audience. The more you connect, the more likely your community will engage with your content, boosting both your credibility and your visibility.
5. Authenticity is Key
On TikTok, polished corporate content doesn’t cut it. People crave authenticity and real stories. Just take a look at St. Jude Children’s Research Hospital, which captures hearts by sharing raw, emotional stories and offering an inside look into their work. This kind of genuine content helps humanize healthcare, making it relatable and trustworthy.
Ready to Get Started?
TikTok isn’t just a passing trend—it’s an opportunity to position your healthcare organization as an expert, build trust with your audience and start meaningful conversations. Whether you’re starting with a small ad budget or just sharing educational videos, the important thing is to take the leap. Embrace TikTok’s unique format and before you know it, your organization will be making an impact in the healthcare space—one TikTok at a time.
Need help crafting your TikTok strategy? Let’s connect! At EVR Advertising, we’re here to help you build an authentic, engaging presence that resonates with your community.
