As 2023 model planning approaches, there’s little question been plenty of hypothesis round TikTok and the worth it brings to the well being care trade. As we put collectively plans for the upcoming 12 months, it raises the query: Is the well being care trade able to wager on TikTok?
For these of us much less acquainted TikTok, let’s begin with the fundamentals.
- Your viewers is probably going there. TikTok has taken the world by storm, with over 1B month-to-month energetic customers (MAU). To stage set, Instagram has 1.4B, and is anticipated to achieve 1.8B customers by the tip of 2022. Within the U.S., numbers proceed to develop into the tons of of tens of millions of MAU ,so naturally, manufacturers see a chance to activate.
- Quick-form video content material equates to raised alternative for message retention. TikTok content material is enjoyable, quick and entertaining, and customers are extremely engaged in consuming content material from manufacturers and creators alike.
- TikTok is aware of what you want and need to see/have interaction with. The algorithm is insanely effectively tuned to the person, serving up related content material left and proper. It additionally gives the uncommon alternative for natural attain when manufacturers create content material in native type codecs, in comparison with different bigger, extra well-established platforms.
With that, let’s get into why well being care manufacturers needs to be strategizing with TikTok as a key associate.
- It gives one thing a lot of the main gamers don’t – well being care focusing on choices which are in platform/obtainable to advertisers. Whether or not they did this knowingly or not, TikTok has taken benefit of the hole that Meta created in eradicating well being care choices by providing sturdy choices that each one assist reaching varied affected person and well being care supplier (HCP) communities, which is the place Fb/Instagram initially had shined.
- HCP/key opinion leaders are energetic on the platform and see actual authority, natural attain, and content material salience in comparison with different conventional social channels. KOLs are rising as material throughout the platform, profiting from content material traits to ship useful info to their audiences (in addition to new customers primarily based on algorithmic dedication). For the primary time in what seems like endlessly, utilizing HCP KOLs in well being care seems like a tangible alternative.
- The content material is usable elsewhere. Let’s acknowledge the fact of social – these platforms all play off each other (Snapchat and Instagram Tales, TikTok and Reels, and so on). 9 occasions out of 10, you may repurpose an asset in a media unit with mild adaptation to make use of it in different channels, making all of the authorized evaluations for this content material worthwhile. A TikTok video can be utilized in Instagram and Fb feeds, Reels and even Tales, which implies one asset has plenty of totally different makes use of. However that does imply that it’s important to take time to get the content material proper and ensure it feels prefer it belongs on the platform.
So how ought to well being care entrepreneurs be enthusiastic about this?
- Illness state consciousness: There’s a large alternative, and, to some extent, whitespace (pharma could be a bit sluggish to select up on the traits) to activate DSA campaigns. DSA is compliant inside the platform and permissible by TikTok – whereas branded promoting continues to be restricted (which is progress from “not allowed”).
- HCP KOL activation (for DSA): That is the chance to make waves by co-creating unbranded campaigns with HCPs on platform. Personally, I’ve but to listen to of an precise branded HCP KOL program however TikTok gives plenty of alternative for manufacturers to make the most of the advantages supplied by creators.
- Take time to get the content material proper – That is the place manufacturers need to get it proper or threat flopping. TikTok will instantly deprioritize a video advert that’s re-proposed and doesn’t ship a local person expertise.
Alec Piliafas is SVP and head of healthcare paid media at BCW.
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