By Casey Ross, Group Director, Social Media Strategy, FCB Health New York
The potential TikTok ban in the U.S., set for January 19, could have significant implications for healthcare brands that have embraced the platform. TikTok’s unique algorithm—which prioritizes creative, authentic content over follower count—has enabled healthcare brands to connect with both HCPs and consumers in unprecedented ways.
TikTok has also become an ideal place for storytelling and education, claiming to have four million U.S. HCPs on the platform and its algorithm helping even niche healthcare topics gain traction. From engaging peer-to-peer content to patient stories, TikTok’s approach has revolutionized how healthcare marketers communicate their messages. A ban would not only disrupt these strategies but also eliminate existing influencer partnerships, a key driver of engagement on the platform.
Losing TikTok would require a significant strategic shift, as alternatives like Instagram Reels or YouTube Shorts might not replicate TikTok’s organic reach and engagement dynamics, although they offer similar channels to distribute short-form, vertical, sound-on content. Additionally, onboarding MLR teams onto new social channels is a lengthy process requiring substantial time, energy and resources that will need to be redirected toward other platforms and placements.
While a TikTok ban poses challenges, it also presents an opportunity for brands and marketers to rethink and strengthen social engagement strategies, ensuring healthcare organizations remain agile and effective across the always evolving social media landscape.
