Ask the Expert with Amanda Todorovich, enterprise executive director of Digital Marketing at Cleveland Clinic

TikTok can be used to share serious health information if you work to understand its algorithm and lean into authentic, relevant content.

// By Melissa Sher //

Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. Its account quickly amassed a large audience seeking credible information during the global health crisis.

Since then, Cleveland Clinic has evolved its TikTok content to meet the broader health needs of its audience. Through its deep bench of health experts, it has become a go-to resource for a TikTok audience seeking out science-based information on a wide array of topics from heart attack symptoms to hemorrhoid prevention to how often kitchen towels should be washed.

Amanda Todorovich, executive director of digital marketing at Cleveland Clinic

In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform.

We asked Amanda Todorovich, enterprise executive director of Digital Marketing at Cleveland Clinic, about some of those lessons as well as advice for other healthcare marketers exploring how to begin engaging on the popular platform.

Our Q&A covering the Cleveland’s Clinic’s TikTok strategy is below.