Social media platforms such as TikTok and Snapchat have never been more popular. While they’re the favourite tool of those under 18, there are also millions of millennials and older users who provide a great target market for many healthcare businesses. TikTok has over 600 million users per month and it’s only going to increase, so how can these newer video and image-based platforms be utilised by brands in healthcare?
TikTok and Snapchat Healthcare Marketing
Over 20% of TikTok users are actually over 40 but the main demographic on these channels is probably not your primary target patient, but this doesn’t mean they have no value to your business. These age groups still look for medical advice online, visit doctors and have medical appointments. Research shows that you can use these channels to reach multiple age groups and older user numbers are increasing steadily too.
Below are three effective ways a healthcare business could make the most of these channels:
Raise Awareness
Raising awareness and trying to garner support and information sharing about particular medical conditions or treatments is always effective on these channels Short-form videos encouraging important check-ups like cervical smears or STI checks done in the right way could be invaluable to this audience. What’s more, it has proven success. The French Red cross launched the #PLSchallenge on TikTok and asked their influencers to create dance moves inspired by different types of first aid. The campaign reached over 7 million followers and allows the French government to move closer to their target of first aid training 80% of their population by the year 2030.
Patient Enquiries
With the right budget, there is no reason you can’t use Snapchat and TikTok for patient enquiries and discussion. You will need to instal the right elements on your website and invest in advertising to add a link into your content and then this will be able to be traced back to your conversions on your website.
Trust and Social Understanding
Sharing real-world stories is easy with instant apps like TikTok and if you have patients or staff up for the challenge, let them be free. You may have patients happy to share their recovery journeys, others who want to celebrate the delight of overcoming infertility or staff who have been with you for decades now reaching retirement. Sharing these personal moments via TikTok or Snapchat gives a real human quality to your business and your followers will appreciate this.
Understanding TikTok and Snapchat For Business
First, let’s look at TikTok. It is a video-based network with over a billion downloads around the world. Users create short videos with overlays, text, filters, and music. They are usually a maximum of 15 seconds long though you can combine clips to make a 60-second video.
TikTok lends itself naturally to branded content and many businesses and brands have profiles on the channel. Video discoverability can be boosted by the use of hashtags, and it has many ad features including in-feed ads, branded hashtags and branded effects. Your budget will dictate which options are best for your business. The TikTok Creator Marketplace is also a valuable tool if you’re looking to tap into the influencer side of things.
Snapchat is an older platform and describes itself as a mobile messaging app. It has over 220 million users and lets people send short videos or pictures to each other. Snaps last just ten seconds. Brands do have profiles on Snapchat, but you can only share your content with people who “friend” you. The most effective way to succeed when marketing on Snapchat is through the Discover area and the purchase of ads which appear there. There are a range of different ad products to choose from so you can find the right option for your business. You could also consider working with Snapchat influencers, but make sure you do your research to find the right representatives or advocates for your brand.
Harnessing the Power of The Latest Social Media Channels
Keeping up with social media is not always easy, especially when you have a busy medical business to run, but the more you commit to promoting your business effectively online, on the relevant channels, the better the returns. Snapchat and TikTok may seem like they don’t attract your target patient, but their users are loyal and may be in need of your services sooner than you think.
