Why your healthcare marketing strategy needs TikTok in 2024

Healthcare brands are constantly looking for innovative ways to connect and engage with their audiences. Consumers are bombarded with countless stimuli every day, so your marketing messaging must rise above the rest.

Enter TikTok – the platform that's revolutionizing how KNB approaches healthcare marketing. If you're not on TikTok yet, you are missing out on a golden opportunity.

Reach a more diverse, engaged audience  

Contrary to popular belief, TikTok isn't just for Gen Z. With an estimated 20-30% of its 1 billion users over the age of 35, TikTok offers a unique opportunity to reach a diverse audience of millennials and Gen Xers. With many healthcare services targeting Americans aged 30-60, TikTok provides a space for marketers to connect directly with the people they hope to serve. Using younger “micro-influencers” in your content can help you appeal to a broader age range and attract older viewers who identify with younger, more vibrant imagery.

You can educate and inform this audience. Healthcare brands often post educational content to raise awareness about health conditions, treatment options, and preventive measures—in an engaging and memorable way.

You can build a community. TikTok is highly interactive by nature, with its comments, duets, and challenges, allows healthcare brands like yours to easily engage audiences around your content. The stronger the community your organization can build, the greater the brand loyalty and patient trust. 

Harness virality with authentic, transparent content   

On TikTok, there is a unique opportunity to engage an audience that values authenticity over high-production values. Healthcare marketers can showcase genuine interactions, real stories, and relatable experiences to build meaningful connections and create memorable moments. 

Unlike other forms of social media, content on TikTok has a higher likelihood of going viral, allowing the content to reach far beyond traditional advertising channels. This higher likelihood can be credited to the platform thriving on short, attention-capturing videos that encourage mass sharing. The content of many successful TikTok videos tends to be clear and straightforward. 

In an industry that can often be overwhelming, TikTok allows for messages that are easily digestible and understood by most audiences, making complex healthcare topics more accessible. Healthcare marketers leveraging TikTok gain a significant advantage in effectively communicating and connecting with those seeking innovative healthcare solutions. 

In an industry that can often be overwhelming, TikTok allows for messages that are easily digestible and understood by most audiences, making complex healthcare topics more accessible.

Stay ahead of the curve  

Strategically, it just makes sense. Early adopters will have an advantage as more organizations pivot to TikTok. By establishing your presence now, you position your brand as innovative and in touch. You can educate, engage, and build trust with potential patients in the format they’re using for information and entertainment. 

Your competitors might already be on TikTok. Don't let your strategy fall behind—healthcare organizations are increasingly leveraging the platform to highlight their expertise. In healthcare and health tech, where health issues and regulations evolve quickly, TikTok provides you with agility, enabling your brand to participate in trending discussions and stay current with the latest conversations.

It’s also cost-effective. Creating content for TikTok doesn't mean spending big or a worrying budget. In fact, videos shot on smartphones with minimal editing often perform best. TikTok is an excellent platform to maximize your marketing resources while staying within budget. 

Conclusion

TikTok marketing represents a shift in how we do business. Its unique blend of accessibility, authenticity, and virality offers unprecedented opportunities for healthcare brands to connect with their audience. 

And by embracing it, you're not just adopting a new platform – you're reaching a more engaged, diverse, and receptive audience. You're creating a space where complex health information becomes digestible, where trust is built, and where your brand can showcase its human side. TikTok isn't just a nice-to-have for healthcare marketers – it's becoming a must-have for 2024 and beyond.