Marketing Quick Hits: TikTok
As new social media platforms arrive on the scene, remember there are only a few that provide any real value to an orthopaedic Practice. More than likely, you or someone in your household is active on TikTok, the fastest-growing application in the country with a userbase nearing a billion.
Inevitably, either a doctor or staff member will ask the question “Should we be on TikTok to reach a younger audience?” This decision should be well-thought-out. Here are some points to take into consideration during this decision-making process.
According to a national research study conducted by Venel, when participants were asked “Would you have more trust and confidence in your orthopaedic surgeon if he or she was active on TikTok?” 100 percent of respondents answered “No.” The study didn't indicate that they would have less trust or confidence, but it was clear TikTok would not add to a Practice’s current market position.
Does the Practice have a plan to ensure against accidental exposure of PHI? TikTok is a more relaxed/fun platform that can at times be “too relaxed” for HIPAA.
Being that the largest userbase for TikTok is currently 10 – 19 years old, are they truly your target demographic?
While TikTok has the potential to expand a Practice’s audience or a doctor’s individual brand, especially with younger demographics, its immense viewership can also equate to excessive scrutiny. In the end, you must know your objective, assess your move as being either strategic, tactical, or reactionary, and truly determine where the real value is. And remember, there are times where there may be greater value elsewhere, where time, dollars, and resources can be spent.
At Venel, we help our exclusive network of orthopaedic Practices and surgeons navigate discussions such as these by referencing their data, identifying what their market is looking for in an orthopaedic Practice, and determining what is influential to the patients and referrers of their Practices. It has been this strategically minded, data-driven approach for the past 32 years that has offered us the ability to ensure our Practices have a cost-effective and efficient marketing strategy that supports their objectives, influences patients, and documents an average 432 percent return on investment. Our full-service marketing firm is designed to support our client partners and business-minded Practices with the research, team, expertise, and experience to ensure orthopaedic marketing success.
About Venel
Venel is the nation’s exclusive orthopaedic and marketing communications firm, giving orthopaedic surgeons a proven competitive advantage. From traditional marketing to advanced online promotion and patient experience, Venel brings more than 30 years of experience, an exclusive focus in orthopaedics, and the nation's largest source of research in what influences an orthopaedic patient.
Visit www.Venel.com to learn more.
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