TikTok and healthcare marketing — updated for 2024

Is TikTok just for dance trends and viral challenges, or could it be a valuable tool for healthcare organizations? With over 1.6 billion active users, TikTok has become a global powerhouse. But how can healthcare brands tap into its potential while staying professional, credible and relevant?

Let’s explore how health systems like Cleveland Clinic are already making their mark on TikTok—and uncover tips to help your organization decide if this platform is the right fit for your marketing strategy.

Why healthcare marketing on TikTok matters

First, let’s look at some facts about this popular social media platform.

• TikTok is the fifth most popular social media platform globally, placing it behind Facebook, YouTube, WhatsApp and Instagram in terms of active users.
• The TikTok app is consistently one of the most downloaded apps each year, racking up more than 4.3 billion downloads since its inception.
• As of April 2024, 36.2% of the users are 18-24 years old, 33.9% of the users are 25-34 years old and 15.8% of the users are 25-44 years old, making it an effective platform to reach Gen z and Millennials.

According to Wallaroo Media, “If your brand’s target audience includes anyone between the ages 13 and 40, you should be on TikTok right now.”

Woah. OK. So, how do you market on TikTok? Let’s look to an early adopter, Cleveland Clinic, for guidance.

Lessons from Cleveland Clinic’s TikTok success

Cleveland Clinic launched a TikTok channel in November 2020. The healthcare leader said it joined forces with the popular social platform to “motivate the public to wear face masks” during the COVID-19 pandemic. At the time, it was one of only a few health systems on the platform.

Within 24 hours of launching its channel, Cleveland Clinic’s #MaskUp video had more than one million views.

Fast forward to 2024, Cleveland Clinic’s TikTok account has almost 66K followers.

The organization’s most successful TikTok so far is of an ER nurse explaining how to remove a ring that is stuck on your finger.

Let’s dive into how your brand can start using TikTok or improve on the foundation you’ve already started.

Top TikTok marketing tips for healthcare brands

According to HubSpot’s review of the top 27 brands excelling on TikTok, here are three takeaways you can implement into your own healthcare organization’s marketing strategy.

Make your organization more relatable

Some of the best big brands on TikTok use the platform a bit differently than their other social media platforms. For example, while the NBA’s Instagram account focuses on games and stats, its TikTok account portrays a lighter side, showing players working out, dancing or answering fan questions. TikTok is a great platform to show more authentic content, making your organization look more relatable.

Use humor

For many healthcare organizations, using humor doesn’t necessarily fit naturally with the brand. But, it still can work. Take The Washington Post, for example. While they are known for serious journalism, they wanted to use TikTok to attract younger readers and let them know content from The Washington Post wouldn’t be too advanced or out of touch for them. Some of their most popular TikToks are skits.

Think outside the box

Unlike other social platforms, TikTok doesn’t have as many best practices. It’s a great platform to experiment and see what works.

Potential risks of TikTok for healthcare organizations

Engaging with patients and sharing useful information are a couple of the pros of marketing on TikTok. But, just like any other social media platform, there are downsides to TikTok as well:

• It can spread misinformation. While TikTok is a great way for doctors to educate patients, it can also be a hub of misinformation.
• It can hurt your reputation if misused. During my first visit to TikTok, I saw three different videos of nurses making fun of their patients. And although these unprofessional medical videos are not the standard, they are out there. Your organization’s content may lose credibility in that environment.
• It’s a time commitment. While TikTok is a great way for doctors to reach their younger audience and debunk medical misinformation, it is a time commitment to create good content. It may be difficult to find doctors who have the time (or interest) to get involved.

Use TikTok as a resource — even if you’re not posting

If you don’t have the staff, time or skills to post on TikTok, don’t write the platform off just yet. With its growing popularity, influence on the younger generation and ability to set rapid-fire trends, it’s a channel to watch.

Use TikTok as a resource for relevant topics to drive your content marketing. These topics can give you content ideas for blogs, YouTube videos or posts on other social media platforms.

With TikTok’s reputation for sparking dangerous trends and misinformation, be ready to respond with your own content that can set the record straight and keep individuals safe. Keep an eye on what’s trending and see if your organization can offer expertise or a unique point of view.

You can also talk to your clinical team to see if TikTok conversations come up with patients, parents and doctors. These interactions may spark ideas for content, too.

Here are some examples of how healthcare organizations have created content based on TikTok trends.

Address TikTok challenges

While many viral TikTok challenges are fun, some are potentially dangerous. The National Library of Medicine even has a 2024 report on burn injuries from TikTok challenges. Here are some healthcare system examples:

• In response to the Benadryl challenge (taking excessive amounts to get high), Children’s Minnesota wrote a blog post to keep parents vigilant and aware.
• In another blog post, Hackensack Meridian Health explains that the milk crate challenge (climbing stacked milk crates like stairs) is a fun way to test balance, but a quick way to end up in the emergency room.
• Cincinnati Children’s used a Facebook post to spread awareness for another challenge called “dry scooping” (eating protein powder/pre-workout without mixing it with water).

Spread awareness about TikTok as a platform

Parents are concerned about TikTok and safety for their kids. Many children’s hospitals have weighed in, including:

• Children’s Health Dallas
• St. Louis Children’s Hospital
• Akron Children’s even put out TikTok: A guide for parents

Be a credible source in the community

Misinformation on TikTok can go just as viral as any challenge. Having medical professionals weigh in helps people find truth among the noise.

Children’s Minnesota sat down with the Minnesota-based TikTok doctor, Dr. Leslie, to record a podcast about what it takes to be a physician on TikTok.

Ochsner Health found the trending topic on TikTok about adding chlorophyll to water and decided to weigh in on their blog. The Ohio State University Wexner Medical Center did the same with a trending acne remedy.

Many hospitals partner with local news outlets to provide expertise while covering a trending TikTok story.

Bring your brand to life on social media

Like any social media channel, TikTok can give you insight into the questions, concerns and topics your audience is talking about. Ultimately, this helps your team deliver the best communication, content and care possible.

All in all, it wouldn’t hurt to start a TikTok account for your healthcare organization and play around. You never know — you may go viral!

And now, it’s time to go watch some more TikTok videos. For educational purposes, of course!

Looking for help with social media content? Our team of experts specializes in creating custom healthcare content for any digital channel. Drop us a line to learn how we can help you reach your social media marketing goals.

Editor’s note: This post was originally written in October 2020. It was updated in December 2024.

Follow-up questions about TikTok and healthcare marketing:

Laura DiGiulio

A self-described “grammar nerd,” Laura has enjoyed writing and editing…

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