TikTok for Healthcare Marketers: How Cleveland Clinic Builds Trust Through Credible Content

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

Amanda Todorovich, enterprise executive director of Digital Marketing at Cleveland Clinic

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.

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.

Read our full Q&A to get insights on Cleveland’s Clinic’s TikTok strategy: TikTok: Stay True to Your Goals, Don’t Do It to Be Cool, and Other Advice from Cleveland Clinic

Best regards,
Matt Humphrey
President

Editor’s Note – Wed. 12/18/24: This morning, the Wall Street Journal reported: “The Supreme Court on Wednesday said it would decide the constitutionality of a law that would effectively ban TikTok in the U.S. if the social-media app doesn’t shed its Chinese ownership. With the ban set to take effect Jan. 19, the court scheduled fast-track oral arguments for Jan. 10 on whether the law violates the First Amendment.” The Court’s decision will determine if TikTok remains a viable option for U.S. marketers.