3 Healthcare Brands That Gained Enormously from Their TikTok Campaigns
The global healthcare market size was estimated at USD 153.6 billion in 2021 and is expected to witness a compound annual growth rate (CAGR) of 13.3% from 2022 to 2030. So, it is undoubtedly one of the best industries to be a part of at this point.
However, brands operating within the healthcare sector always have to be at the top of their marketing game because of the cut-throat competition in the industry. Therefore, it is imperative for healthcare brands to maximize their online presence and leverage the potential of marketing avenues available to them. This was ably demonstrated by these three healthcare brands that chose to capitalize on the massive potential of TikTok to reach out to their potential customers and boost conversions.
Orahex is an oral rinse brand based in the Philippines that seeks to spread awareness around the importance of oral health.
Orahex sought to educate people on the importance of oral health and reach audiences in the Philippines to spread awareness about the significance of gargling.
Solution & Approach
Orahex launched the #ORAHEXFaceDance challenge, which celebrated the “face dance” i.e. the face that one makes while gargling. Orahex asked participants to make their face dance to its Branded Music. To ensure that the challenge reached its target audience, Orahex also developed its own creative. The creative showed what it meant to do a face dance while encouraging the audience to participate.
Orahex launched TopView and Brand Premium In-Feed Ads throughout TikTok, which drove its Hashtag Challenge Page. It also promoted the #ORAHEXFaceDance challenge on TikTok’s Discover page.
Orahex’s #ORAHEXFaceDance turned out to be a major hit and helped it gain 4,000 new TikTok followers. The challenge led to the creation of 87,300 videos, which raked in 58.3 million views. Also, the campaign garnered 5.78 million engagements.
Halodoc is a comprehensive health-tech app in Indonesia that offers teleconsultations with doctors and other digital health services.
Halodoc wanted to reach customers who were stuck at home during the COVID-19 lockdowns in Indonesia and convert them into new users.
Solution & Approach
Halodoc teamed up with global digital media agency M&C Saatchi Performance which worked closely with TikTok For Business to run an Auction Ads campaign, which was specially designed to boost awareness and drive new downloads.
Halodoc first designed different creatives in a TikTok-friendly format, which were then run and their performance was monitored through their click-through and conversion rates. Upon the identification of the best-performing creatives, Halodoc streamlined its budget to promote the ad that drove the measurable results.
The brand also refined its targeting criteria to omit the existing users from seeing the ads and by splitting the campaign into two objectives i.e., Installs and Registrations. This was done to ensure scale and efficiency. It also ran ads against the Lookalike Audience targeting criteria, which is a new Audience Category.
The TikTok campaign performed outstandingly well for Halodoc as it attained a 42% improvement in overall cost efficiency for App Installs and Registrations. Also, the number of new users signing up for a doctor’s appointment increased by 18%. Moreover, it experienced a 24% lower Customer Acquisition Cost than other channels.
ThermaCare is a German brand that offers heat wraps for muscle and period pain.
ThermaCare sought to reach a maximum number of new customers and drive awareness around its product.
Solution & Approach
ThermaCare set up In-Feed Ads that focused on reach and traffic. It teamed up with creators to bring forth its narrative through user-generated style TikTok videos. The campaign’s main message was to replace the usage of pills for back pain or menstrual pain and use heating pads from ThermaCare for a more effective solution.
Creators shared their experience with the product and showcased a tutorial on how to use it properly. They also used well-known TikTok trends and audios such as the “Yes/No Challenge” or Time-lapses to appeal to the TikTok audience and gain the attention of the users. While it targeted females in the age group of 18-55 years for its menstrual heat pads, it targeted all genders aged 18-55+ for its Back Pain heat pads.
The TikTok campaign turned out to be massively successful for ThermaCare as it reached over 16.2 million video views with a total reach of almost 5.5 million. It achieved a CPM of 1.86€ and a CPC of 0.27€. On top of that, ThermaCare also observed a large number of comments, shares, and users tagging their friends to try the products. Thus, its main goal of reaching new numbers was achieved.
TikTok is undoubtedly the most sought platform for companies that seek to drive their brand awareness through the younger generation. With a plethora of features such as In-Feed ads, Top-View Ads, and age-restricted content, TikTok makes sure that brands can take their content to the audience of their choice with good content. With the right vision and a unique strategy, there’s no dearth to the things that TikTok can help brands achieve.