The TikTok Prescription: How Hospitals Use the Popular Platform to Connect with a New Generation of Patients
Lessons from Baptist Health South Florida and Children’s Wisconsin on creating accurate, engaging content.
// By Melissa Sher //
More than half of Gen Z is turning to the same source for health advice. It’s not a doctor, therapist, or nutritionist. It’s TikTok.
A recent survey conducted by Zing Coach found that 34 percent of Gen Z respondents rely on the platform for health advice. That’s three times more than those who said they consult a doctor for the information. But there’s a downside. TikTok is rife with false, often dangerous information, from advice on drinking borax before workouts to DIY mole removal.
In a March 2024 study by the University of Chicago Pritzker School of Medicine, researchers found that 44 percent of health-related content from nonmedical TikTok influencers contained misinformation.
This is where health care professionals can step in, offering engaging, accurate content. “If you’re a health care expert with interest in content creation, you could make a difference,” said Rose Dimitroyannis, a study coauthor at Pritzker School of Medicine in a blog post. “Someone could see your video and get the health information they need instead of seeing something that could hurt them.”
Read on to learn how Baptist Health South Florida and Children’s Wisconsin have been successful when it comes to combating misinformation for TikTok audiences — while embracing humor, leveraging trends, and staying true to their brand roots.