Before we get into the specifics, let’s go back to the basics of TikTok.
TikTok is a video creation and sharing platform. Videos are short, snappy and engaging and include captions, sounds and filters that often trend. People interact with these videos by liking, sharing, and commenting. The great thing about TikTok is how easy it is to create content, meaning that even for newbies, it is easy to get involved.
Did you know that someone new signs up to TikTok every 8 seconds?
Why use TikTok?
Organic reach
Healthcare has shifted to provide a patient-centred, digitally driven and data-informed approach. TikTok allows HCPs to join in the conversation where their patients are, providing facts, fun and information in an easy-to-digest format.
One of the great things about TikTok is that the algorithm works by showing people content they are interested in, not only the people they follow (a content graph rather than a social graph). As a result, people see content they love and are interested in.
How does this benefit brands? You can get yourself in front of your customers with no following! As an open platform where anyone can be discovered, the flow of content is not obstructed by the need to reach followers.
By focusing on #’s, trending sounds and filters, you can reach those you need to!
HCPs on TikTok
Over recent years thousands of nurses, doctors, dentists and other healthcare professionals have joined TikTok, and for good reason. They know their patients, consumers and customers are using the platform and may need answers.
These HCPs can create ‘myth-busting’ content, ‘Day in the life of a doctor’ videos, or simply provide their opinions on recent news.
It’s not only the young on TikTok
It may seem that TikTok is the playground of the young, but this isn’t the case. Because Gen Z are more likely to create content it may seem that they are the only people using the platform, but in fact 31% of TikTok’s audience are 25-34.
Think carefully who your target audience are, what they may be searching for and using the platform for, and create your content to reach them.
TikTok for search
When you think of researching something, Google may spring to mind. But did you know that 40% of Gen Z now use TikTok as a search engine?
How can you make sure your videos are appearing when people are searching? Do your keyword research! Use traditional SEO tools to look into what people are searching for and apply this to TikTok. Once you’ve found your keywords, use the keywords in your caption as well as in any text that appears on your video.
Patient influencers
What better way to get your brand seen by consumers, than by having someone who uses the product, or suffers from the condition, speaking about it to their followers?
Influencers know their audience and what they want to see and are able to create natural content that really resonates. We can’t stress enough the importance of letting the content creator make the content in a way they know will work for their followers. More on this below!
TikTok Content Creators
The creators on TikTok know their market, so if you use one, trust their process. They understand their followers and how the platform works for great results.
Tell your creator how you’d like your brand to be seen, but let them give you ideas on how this would work on the platform; after all, that’s why you’re hiring them!
In the healthcare sector, #DoctorsOfTikTok or #TikTokDocs have thousands of videos and millions of views between them. Videos range from a day in the life of a doctor to facts about human anatomy and medical updates!
In our time of misinformation spreading on social media, this gives a massive opportunity for the brands themselves to be online, quelling ‘fake news’ and applying the facts!
What about compliance?
We know, and you know, the importance of compliance. Social media can seem scary for pharma brands, it’s organic, it’s quick and you may feel like it can become out of your control easily, but this doesn’t have to be the case. Whether you are promoting a medical device, OTC medicine or a prescription-only medication, social media can work for you, whether for product information, brand building or disease awareness.
Using TikTok for my healthcare brand
To be good at marketing you need to move with the times and the rise of TikTok is no different.
To move your brand ahead with TikTok here’s our top tips:
- Embrace influencers – if people follow an influencer, they’re more likely to trust their opinion. An influencer will know how best to present the information to their audience and you can use their expertise to your advantage. When using influencers as part of a social media campaign, we reached over 2 million people in less than 6 months as part of our TheraTears campaign.
- Create unique, engaging content – Recycling content from other platforms on TikTok just won’t cut it. You need to create new, exciting and interesting content that users will want to see more of
- Establish a niche – if your product is for pain, focus your content on this area and become the go-to for information on this topic
If you want help utilising TikTok for your healthcare or pharma brand, put your trust in our team at We Do Social.
We love a challenge, so get in touch today and let’s see how we can drive you forward!
