My day has been great—thanks for asking—because I got to scroll TikTok on the clock on my quest to uncover great healthcare content that keeps people engaged and works wonders for marketing.
Good news: your day’s about to brighten up too, as we’ll share these findings with you, explain why these videos work, and how you can recreate them or use them as inspiration to drum up your healthcare organization’s TikTok account and land in the good graces of the younger demographic.
Without further ado, it’s Top 3 on #DoctorsofTikTok o’clock!
#1 Everyday Life Hacks: How to Fall Asleep Faster
Not gonna lie: I loved this healthcare TikTok video because it spoke to me personally. Falling asleep fast is something many of us struggle with, and once you start with the mental gymnastics of counting how long until the alarm goes off, you know you’re in for a cranky morning.
Anyway, let’s shut my diary and go back to the topic at hand: you may think that great content with viral potential has to come from a uniquely creative idea, when, in reality, it’s usually the simple, ordinary stuff that strikes a chord with the crowd. This is a great example of how sharing a simple mental exercise for falling asleep faster can bring you over a half million likes.
While it can be praised for its simplicity, this video is composed in a very smart way: first, the creator uses the popular stitch to spark curiosity, and then announces the benefit watching the video will provide—learning how to fall asleep faster—to capture attention. Then, he discards the all-too-familiar tricks to demonstrate he’ll offer new, unique advice. Once he has explained what the exercise is, he continues to introduce the scientific term—cognitive shuffling, and explains its principles. Now, imagine he started the video with “Today, we’ll be talking about cognitive shuffling…” Think he would’ve gotten the same amount of attention then?
And one more thing: this doctor specializes in dermatology, and while the bulk of his content is specifically related to that topic, he still engages in more general topics to reach a wider audience and raise awareness of his personal brand.
To sum up, this healthcare TikTok video works because: it’s widely relatable; it addresses a common problem and provides an actionable solution; it’s helpful, yet light content that’s shareable and great for engaging the audience in the comments; it’s a conversation starter!
Steal The Charm
To recreate or draw inspiration from this healthcare TikTok video, follow these steps:
- Start with a Hook: Use a popular TikTok technique like stitching or duetting to grab attention, then offer the benefit to keep viewers’ attention.
- Address a Common Issue: Choose a widely relatable problem, such as difficulty falling asleep, to ensure broad appeal.
- Provide a Unique Solution: Avoid overused tips and offer something fresh. Introduce a new concept or technique with a simple explanation.
- Relate to Your Expertise: Even if the topic isn’t directly within your specialty, tie it back to your brand to broaden your audience while maintaining relevance.
- Encourage Engagement: Keep the content light and shareable, prompting viewers to comment and share their experiences. This makes the video a conversation starter, increasing its reach.
#2 Just For Laughs: Doctors In The Spotlight
The VideoOkay, this one is just funny, right? This healthcare TikTok video nails the balance between humor and professionalism and it’s a perfect example of how you can put doctors in the humorous spotlight in a light and breezy way. As much as we advocate for using humor in healthcare marketing, the one thing you never want to do is question your doctors’ expertise or focus (so lay off those “me before the morning coffee” jokes!).
The success of this video lies in taking something as mundane as the way different specialists walk and turning it into light humor and easy entertainment. This type of content grabs attention without raising any controversy. It humanizes your doctors and makes it easy for viewers to relate and feel at ease.
This healthcare TikTok video works because it’s funny, it’s shareable, it’s simple to create, and I give it bonus points for reminding me of Monty Python’s Ministry of Silly Walks, adding an extra layer of charm!
Channel Your Own Funny Walk*
*Well, not literally.
Here are some tips on how to recreate or draw inspiration from this video:
- Highlight Everyday Actions: Focus on simple, relatable actions in your specialty—like how different healthcare professionals perform routine tasks.
- Keep it Light: Inject humor without undermining professionalism. Find a “sweet spot” where the content is funny but still respectful.
- Be Authentic: Use real scenarios or behaviors that are well-known within the medical community to create that connection with your audience.
- Make it Shareable: Keep the content brief and easy to understand, making it perfect for social media sharing.
- Reference Pop Culture: Reference popular culture subtly, like the Monty Python nod, to add an extra layer of relatability.
#3 Insider Insights: Why Doctors Do Things A Certain Way
The Video90% of my conversations with friends post-doctor’s-appointment include a phrase: “…and they said there’s no need to run any tests right now, can you imagine?!” I mean, the outrage. We (your patients) won’t lie to you: in those moments, we do feel betrayed, but we’re often too scared to enter into a conflict with a person treating us.
However, this wise doctor picked up on this common patient frustration and decided to address it in a healthcare TikTok video. Honestly—yay!
This video is quite simple from the production standpoint, she’s simply standing in front of the camera, taking an informal approach. She starts by stating that this is one of the biggest frustrations among patients which relates to people and keeps them engaged, and then she offers the long-story-short answer right away. Then, to clarify her point, she provides a couple of examples and puts the audience at ease. Another simple, yet helpful element of this video is the added title text that tells viewers what the video is about right away. And, speaking of text, she uses the subtitles throughout the video to accommodate both those hard of hearing and the millions of us who watch TikTok on mute at the ungodly hour, mindful (and jealous) of our family members’ precious sleep.
So, why does this healthcare TikTok video work? It addresses a common frustration patients don’t usually feel at ease discussing when attending an appointment in a way that both puts our minds at ease and engages us to ask more questions about the topic. A+!
Channel The Magic
To recreate or draw inspiration from this healthcare TikTok video, try applying these tips:
- Identify a Common Frustration: Choose a topic that reflects a common concern or misunderstanding among patients. Talking to your front desk staff can help!
- Start with Empathy: Open by acknowledging the frustration or concern, which helps connect with your audience and keep them engaged.
- Provide Clear, Simple Explanations: Offer a straightforward answer first, then follow up with examples or further clarification to make your point relatable and understandable.
- Use Subtitles and Text: Include on-screen text to make the video accessible and ensure viewers know what it’s about immediately. Subtitles help engage viewers who watch without sound.
- Keep it Conversational: Maintain an informal, approachable tone to put viewers at ease and encourage them to ask more questions in the comments, fostering engagement.
When In Doubt, Dance!
If you’ve fallen down the scrolling rabbit hole of TikTok so far, you know the algorithm relies on short, catchy, digestible content that keeps the users scrolling for another little hit of dopamine (hey, maybe you can make a video about that!). And if you feel like you’re too old for TikTok, then you know that that’s where all the cool kids hang out!
TikTok offers an invaluable opportunity for healthcare providers to engage with a diverse, often hard-to-reach audience. By crafting videos that are funny, relatable, and educational, you can enhance your brand recognition and build meaningful connections with current and potential patients.
Whether you’re demystifying medical practices, sharing practical tips, or simply adding a dose of humor, the key is to keep it authentic, approachable, and visually engaging.
So go, get creative, start filming—at the risk of Gen Z-ers calling you cringe—and watch your audience grow!
Happy TikToking!
