TikTok has seen huge success in the last several years, becoming the most downloaded app in the U.S. (and worldwide) in 2022. Now, it's becoming clear there's an opportunity for cancer programs to use TikTok to share reliable health information, attract patients, and create brand recognition.

Why TikTok?

TikTok provides an opportunity to share information in an engaging way. While some providers use Twitter to communicate with a wide audience, many people aren't willing to read through the medical information or scientific articles they post. By creating short TikTok videos that dispense information efficiently, providers can make their educational content more accessible to millions of Americans.

In addition, unlike other social media platforms, TikTok's algorithm feeds users content that could be interesting or relevant to them, not just content from creators they follow. This format means that most users spend their time looking at content from people they don't follow, allowing creators to reach wider audiences.

When it comes to cancer care specifically, many patients and caregivers have flocked to TikTok to share experiences and provide support to other people going through similar journeys. For example, an August 2022 study found that over 80% of the top 100 TikToks tagged with the hashtag #breastcancer were created by patients or caregivers.

There is clearly an appetite for cancer information on TikTok, which indicates there's an opportunity for cancer programs to use TikTok to help patients while also promoting their organizations. Cancer programs can use one of two approaches to incorporate TikTok into their education and outreach strategies.

1. Encourage clinicians to join TikTok

Clinicians of all specialties — including oncology — have started using TikTok to combat the spread of health misinformation, share their personal and professional experiences, and give general health advice to a massive audience.

Encouraging clinicians to have personal TikTok accounts can seem risky to cancer programs, but there are certainly benefits. Personal clinician accounts allow patients to see their clinicians in an authentic way, which can build trust.

TikTok can attract patients to a clinician's cancer program as well. In areas where there is high competition between cancer programs, allowing clinicians to share more about their lives could differentiate a cancer program from its competition.

Some oncologists are already using this approach to break into the TikTok world. For example, Dr. Don Dizon is the Director of Medical Oncology at Rhode Island Hospital. Now, he's also a social media star.

On TikTok, he has 44.7K followers and 564.6K likes. He addresses common questions and misconceptions about cancer and tells professional anecdotes. He has also posted popular videos explaining the impact of the Dobbs v. Jackson decision on cancer patients and commenting on newsworthy oncology advances (such as the Galleri blood test). Clinicians interested in using TikTok should consider following Dr. Dizon's example to build their following.

Of course, there can be liabilities when clinicians create work-related TikTok accounts. Before clinicians begin to make content, it's important to train them in what they are legally and ethically allowed to say, especially where patient confidentiality is concerned.

2. Create a TikTok account for your cancer program

While some cancer programs, such as MD Anderson Cancer Center, Moffitt Cancer Center, and Georgia Cancer Center have created TikTok accounts, many cancer programs have been missing out on the benefits of utilizing this platform.

Cancer programs can use TikTok to reach and educate a larger population. For example, an oncologist at MD Anderson Cancer Center posted to a video to the official cancer program account debunking three major lung cancer myths. When this video comes up on a user's "For You" page, it serves the triple purpose of spreading accurate information, increasing brand recognition, and associating a genuine and relatable face with the cancer center.

Since TikTok can be extra work for already busy clinicians, creating one cancer program account can be an easier solution than encouraging clinicians to make personal TikTok accounts. With this approach, the responsibility of creating content is spread across the entire cancer program and a variety of perspectives can be highlighted. In addition, relevant teams (such as marketing or HR) can oversee the content that is shared, making it a less risky option than personal clinician accounts.

Making TikToks can also keep staff engaged, especially when patients interact with their content. Thus, creating a cancer program TikTok may not just attract and educate patients, but also promote employee retention.

Advisory Board has often emphasized the role that social media can play for healthcare providers. TikTok is unique in many ways, but plenty of our past content can help guide your organization's TikTok presence.

Julia Elder also contributed to this blog post.