TikTok for Healthcare: Should Your Clinic Be on It?

TikTok may have started as the home of viral dance trends, but today it’s become a worldwide hub for community, education, and, yes, even digital marketing. With 1.6 billion users [1], 38% of whom consume health and wellness content daily [2], the platform offers practitioners an enormous opportunity to connect with potential patients or clients through an authentic TikTok marketing strategy built around education, storytelling, and community.

So what does that mean for you, the solo practitioner doing it all, or the clinic director with a packed schedule? Does it mean you need to rush out and buy a tiny mic, set up a ring light, and start talking into the camera? Not necessarily.

It’s easy to feel like you’re falling behind if you’re not on every social platform, but creating content for TikTok can quickly turn into a full-time job. And you already have one. This article breaks down the fundamentals of TikTok content strategy for health practitioners, so you can decide, with clarity and confidence, whether TikTok marketing is right for your health and wellness business.

What makes TikTok different from other platforms?

TikTok is a video-first social media platform, which means creating content often requires more effort than other social channels, where the norm is a static post and caption. However, for users, the video format is super engaging, and an extra part of the appeal is that TikTok exposes you to a wide range of voices and perspectives you might never encounter otherwise. This happens through TikTok’s “For You” page, a key consideration for any TikTok content strategy.

One of the biggest differences between TikTok and other platforms lies in how content reaches you. On Instagram, for example, your default feed is largely made up of accounts you’ve chosen to follow. TikTok flips this on its head. When you open the app, you land on the “For You” page: a curated feed powered by the algorithm. It draws on factors like user interactions and video details, serving up similar content to what you’ve engaged with before (and will likely enjoy again).

But TikTok is more than just entertainment. Increasingly, it’s being used as a search engine, especially among younger audiences. For health and wellness practitioners, this opens up a valuable opportunity: you can share practical tips, best practices, and expert insights. By having a TikTok marketing strategy, you can help people discover credible, educational content right where they’re already looking for it.

Can TikTok views become clinic visits?

Let’s say you’ve posted a few videos as part of your clinic’s TikTok marketing strategy, you’re seeing some engagement with the community of folks you’re trying to reach, but it’s not quite translating into a full calendar.

With social media marketing, especially TikTok, patience is key.

On TikTok, views don’t always translate into instant bookings, but that doesn’t mean they don’t matter. Social media often works as a kind of digital “proof-of-life.” It’s a way for people to get a feel for your vibe, your style, and your approach to care.

A potential patient might stumble across your video today, enjoy your energy, and only book an appointment months later. Or, they may find you through a referral, your website, or a Google search, and then hop over to TikTok to learn a little more. In both cases, the appointment doesn’t get attributed to TikTok, but your TikTok content strategy still played a role in building trust and visibility.

💡 In a recent conversation on Radio Front Desk with Jane Ambassadors, The Prehab Guys, they shared their social media following of over 1 million is an engagement strategy(and not geared towards finding new patients or clients).

Building a community of practitioners (not just patients) on TikTok

Jazzmyn Proctor, a Jane Ambassador, relational therapist, visibility consultant, and podcast host, sees visibility as an essential part of social media strategy for health and wellness practitioners.

“As a therapist, something we don’t talk about nearly enough is the value of who you know,” Jazzmyn explains. “TikTok has given me the chance to connect with talented, insightful practitioners and creatives I never would have met otherwise.”

For practitioners, the benefits of TikTok marketing go beyond reaching new patients. It can also help you connect with peers, collaborators, and even future team members. Social media offers a window into your style, your values, and the culture of your practice, which can inspire others to join you.

💡 For more on this idea, check out Shaida Rabie’s article, which explores how platforms like TikTok (and beyond) can also be powerful tools for healthcare recruitment.

3 practitioners, 3 different TikTok content styles

When it comes to actually making her videos, Jazzmyn’s preferred style is to simply sit and chat to the camera, “Whether it’s offering an insight about the importance of visibility or a snippet into my own healing journey, just sitting in front of the camera and talking is so much fun to me,” she says. “I enjoy feeling connected with my audience, and those videos allow me the space to do that.”

Of course, there’s no single way to show up on TikTok. Practitioners approach their TikTok marketing strategy in ways that reflect their own personality, comfort level, and goals. Here are a few examples from Jane Ambassadors who bring their practice to life in very different ways.

A physical therapist with practical advice for patients

Meet @rehabwithroni ♥️

Dr. Roni Glassman is a physical therapist who has an engaging TikTok, sharing parts of her life as a practitioner, but also practical tips for how to keep your body running smoothly.

A great example:

🔗 This TikTok video on SI joint pain.

Why this works

✅ Clear text in the thumbnail that shows the value someone will get from watching this video.

✅ A hook when entering the frame, which in this case is a bit of dancing, to catch and keep attention.

A certified nurse-midwife with tips for scaling health and wellness businesses

Meet @nursequeen ♥️

Dr. MyQueen Dickens is a doctor of nursing practice and CNM who started an IV hydration business. She’s got excellent tips for anyone looking to scale in health and wellness.

A great example

🔗 Her TikTok on scaling a health and wellness business.

Why this works

✅ Directly answers a common question from her community by outlining how she scaled her business.

✅ Leans into her expertise to share credible information with her community.

✅ Uses B-roll with voiceovers to bring her audience into her world and tell stories authentically.

A therapist sharing their own healing journey

Meet @healingwithjazzmyn (again!) ♥️

Jazzmyn Proctor loves sharing conversational videos about her own journey, which help her audience get to know her.

A great example

🔗 This TikTok on growth mindset.

Why this works

✅ Closed captions are a great idea, especially for those who watch TikTok without sound.

✅ Considers length – your video doesn’t need to be longer than 1 min.

✅ Keep it simple. Authentically chatting with the camera is a great way to build connection without complicated transitions or editing.

💡 Tip: if you’re interested in getting started with TikTok for your healthcare clinic, create an account and play around in the app. You can search common questions that your patients or clients ask, and see how others have responded. An understanding of the platform and inspiration from other practitioners with businesses like yours is a great place to start.

The hashtag formula for getting noticed on TikTok

So, if you’ve dipped your toes into the waters of TikTok, scrolled around, and watched what other practitioners are up to, perhaps it’s time to try it yourself. Here’s an exercise to help you get started and discovered through a simple TikTok SEO strategy.

Hashtags are the secret to discoverability. You can think of them as the keywords of social media. But how do you choose strong hashtags? Is there such a thing as too many? And how do you use them to find the people who’d benefit from your help?

First, choose a mixture of popular and niche hashtags. Popular ones help you gain visibility, while more targeted hashtags will lead your ideal audience to your content. Also, avoid irrelevant hashtags, as this can confuse the algorithm. Keep it topical.
Second, narrow it down to three to five hashtags. This ensures your post isn’t cluttered and keeps information targeted.
Give it a try!

💡 While TikTok hashtags are a key part of a solid marketing strategy, they’re not the entire strategy. Understanding and developing your own point of view, while learning about what your community is looking for, is also crucial.

Recycle your best TikTok ideas

Hashtags are powerful for helping new audiences find you. But once they do, consistency is what keeps them coming back. The good news? Staying consistent doesn’t mean coming up with a brand-new idea every time you post.

If one of your videos gains traction, don’t be afraid to repeat the concept in new ways. A strong idea can be repackaged or refreshed again and again, whether that’s through a new angle or simply revisiting a common question your patients ask. This is one of the easiest ways to maintain a sustainable TikTok content strategy.

Because TikTok’s “For You” feed is algorithm-driven, most viewers won’t be seeing every single video you post. In fact, they may only come across a fraction of your content, which is why recycling ideas is actually beneficial.

And remember, keeping it simple is more than okay. A phone and a clear sense of who you’re speaking to are the only essentials you need. Start with short clips (30 to 45 seconds is a sweet spot) where you introduce yourself, share a tip, or walk through part of your process.

💡 Tip: “Day in the life” videos are endlessly reusable. Since no two days in your practice are ever the same, this format can give you a steady stream of authentic, relatable TikTok content without reinventing the wheel each time you post.

Important considerations for healthcare practitioners on TikTok

While TikTok can help you grow, it’s important to set clear boundaries before beginning. Patient trust and safety should always come first, and there are a few non-negotiables to keep in mind as you build your TikTok marketing plan.

1️⃣ Introduce yourself and share your credentials. Be sure folks know your background and that you’re a source of credible information.

2️⃣ Engage thoughtfully. Social media is a great place to engage with your community, but never an avenue for treatment or addressing patients publicly.

3️⃣ Protect patient privacy. Never include any patient's personal health information in your videos.

💡 For more information on social media compliance in healthcare, HIPAA has put together a wonderful resource that provides in-depth guidance.

So… does your healthcare business need a TikTok?

What matters is being intentional. If using TikTok for your health and wellness clinic feels aligned with business goals, your audience, and the way you want to show up in the world, then it’s worth exploring. Frankly, TikTok should feel a bit fun! If not, there are plenty of other ways to grow your practice and connect meaningfully with the people who need you.

Either way, remember that patients and peers aren’t just looking for services. They’re looking for people they can trust. Connection, authenticity and consistency will always be the strongest foundation for your clinic’s social media strategy.

And on that note, Jazzmyn has two tips if you’re considering getting started with TikTok: be consistent and have fun. Sound familiar?

“Consistency tells audiences you’re reliable and encourages them to come back,” she says. “And I wish I knew how important it was to have fun when I was getting started. It’s very important to be thoughtful in the content you create, but people will also gravitate to how much fun you’re having.”

If this sparked some ideas, you might want to also check out:

References