As a doctor providing medical services, you try your best to engage your patients and attract potential ones by either, putting up special offers and discounts, review pages, or using some sort of social media platform to remain connected with your patients and share your medical content. These are all tactics you employ to connect better with your patients and show them that your medical business is worth choosing. So it is no strange thing now that a majority of medical businesses are now employing TikTok as their SMM outlet.
If you find that shocking, you are unaware of the marketing gems hidden under medical TikTok marketing and how adding TikTok as a part of your marketing armor can strengthen your medical business. It has been said a thousand times before that marketing in a nutshell is catching up to every single opportunity that comes towards you and making the best of it. Using TikTok for marketing your medical services is a testimony to that.
Advertising or marketing on TikTok is similar to putting up a special offer on your medical site in a flu season, the outcome remains the same; to attract patients to your medical business. It is imperative to not let stereotypes fool you when it comes to marketing in general. What you may see as ridiculous and cast aside can be the very outlet that opens the flood of patients to your medical site. With over a billion daily active users, trying it out as your marketing outlet makes it worth a shot.
What Is TikTok And How Can It Be Used For Healthcare Marketing?
In layman’s terms, TikTok is a long-range video-sharing communication application used majorly by a younger demographic. In medical terms, TikTok is the new outlet for medical marketing. TikTok’s core goal is to cater to its users by its content and advertisements and if you look at it from a marketing perspective, both “content” and “advertisements” are golden tickets. While it was initially targeted towards the younger demographic, the user percentage had now drastically changed, bringing a hefty 40% of the older demographic from 30-50 years.
Unlike your medical Instagram or Facebook page, TikTok doesn’t need you to have thousands of patient followers for your ads or medical content to go viral because of its content distribution funnel. The type of medical content that can be posted on TikTok is not as different as your regular medical either, it can be:
- Short medical informational videos
- Patient testimonials or reviews
- Snippets of a medical podcast
- Medical guides and how-tos
- Tour of your medical facility
- Medical offers and discounts
Tiktok has 65 million users just from the U.S who spend about an hour daily on the app. With a 29% engagement rate, wide patient demographic, content versatility, and distribution checked off, TikTok becomes a medical marketing platform with tons of potential.
What Is TikTok’s Marketing Structure For A Healthcare Business?
TikTok’s latest marketing chunk has been making a widely targeted biddable advertising structure that resembles other social channels, with the businesses having the option to set up advertisement accounts and pick campaign options. There are presently four styles of marketing/advertising structures available for a healthcare business:
- Top View: Your medical ad would show up when a patient opens the application. Top View includes longer in-feed style videos.
- In-feed Advertisements: A more local advertisement approach that shows up in a patient’s feed.
- Hashtag Advertisements: More in trend and have a higher shareability rate.
- Brand Takeover Advertisements: Higher clickability rate with more lead generation opportunities.
TikTok And Medical Ads: How To Start A Medical SMM Campaign?
TikTok has a very modern ad campaign program which is quite similar to Facebook advertising campaigns. After creating and verifying your medical business’s account, here’s how you can start a Tiktok and medical SMM campaign on TikTok:
Install TikTok Pixel
Like Facebook, TikTok has a pixel that assists you with creating your medical ad campaign. The pixel is a sub-platform of the app that shows the progress of your ads and campaigns, sales, patient activity on your medical ads, etc. The pixel also allows you to control your campaign with its features and gives you a system view of the patient engagement rate on your ads or account.
Create A Medical Ad Campaign
Once again, if you have created Google Ad or Facebook campaign, creating a TikTok and medical campaign is no different. When creating the medical campaign, determine your ad goals, your medical campaign name, and set its budget. Double-check to make sure all the settings are correct.
Set The Medical Campaign
This setting allows you to pick out your medical advertisement type, patient crowds, ad schedule, ad optimization goal, and ad bids. You also have to pick out your medical ad placement option. Your ad placement is where your medical ad will show up on TikTok.
Select Medical Ads Targetability
Again competing with Facebook, TikTok permits you to create both Custom Audience and Lookalike Audience, giving you the full authority in choosing your patient group. Some targeting options in this feature entail patient demographic, language, location, device option, gender, etc. This way, you get the full worth of your medical ads by specifically targeting them where you want them to be.
Choose the Budget And Schedule
Set a reasonable healthcare email campaign budget with its available schedule. Going higher with expensive ads if it’s your first try is as foolish as going extremely low with the free healthcare campaign. Start in the middle by choosing the right ad type with the right budget. If it works out, you can opt for a higher budget and ad campaign next time.
You need to add third-party links to your medical ad campaign to track its progress. TikTok also gives you the option of selecting your optimization goal from reach, conversion, and click. Select the one that is your goal.
Create A Medical Ad And Check Off Your Campaign
You can create 20 medical ads per campaign. You have the option to recycle your infographics or short medical video ads from your medical site on TikTok, or you can create new ones from videos to pictures. Just make sure they represent your medical business.
TikTok And The New Medical Marketing Wave
Regardless of its negative reputation for a marketing platform which is now dwindling, TikTok has proved to be a successful outlet for SMM for the majority of medical businesses on it. To convert most of your online patient leads, you must advertise your medical business on every social marketing platform available.