DermaSuccess

Can TikTok get your dermatology practice more patients and tap into the teenage market in ways no other dermatology practice does currently?

Yes, if done correctly. Dermatologists can snag up a large population of the teenage market and hence improve the number of teenage patients/young adult coming in each month.

By the way, I would preface this and say, I have no purpose writing this article for my benefit as my services do not entail using TikTok to help my clients get patients. So this article is for a dermatology practice that wants to think differently, be open-minded, and get into an untapped market for potential patients in the dermatology field. A dermatologist like with any business should constantly strive to reach new patients through different and creative means.

But if you would be interested in knowing another step by step method to get 96 new patients in 1 month using Facebook ads, I wrote an article precisely detailing how you can replicate those same results in your practice. You can find that out below

96 patients in 1 month

What is TikTok?
TikTok, for those who don't know, is the new and upcoming social media platform, primarily geared towards pre-teens, teens, and young adults. It is the fastest growing social media app in the world right now. According to Oberlo, Tiktok has a userbase of 165 million in the United States(which is almost half of America that has downloaded the app), and 41% of that 165 million people are between the ages of 16 and 24.

How does this benefit you as a Dermatologist?
What does that mean for your dermatology practice? That means most people in the USA who you treat for acne issues have TikTok downloaded on their phone. That opens up an untapped opportunity to market your dermatology services to an entire segment of the market on the app. There are probably teenagers/young adults in your area who have acne issues who have downloaded the app. They can potentially be your new patients if you can market to them correctly.

This would mean that you can open a TikTok account and give relevant tips for teenagers and young adults struggling with acne. Being a dermatologist gives you a massive edge in terms of credibility and trustworthiness.

The added benefit would be that if a teenager comes, he/she will be accompanied by a parent or legal guardian. As a dermatologist, you could invite the parent into getting themselves a free skin health assessment with personalized tips to keep his/her skin looking healthy. You could send additional tips in the form of an email and then you will have acquired the parent's email address which you can then later market with special offers etc: You can also ask the parent whether they are interested in having any procedures done after the check.

So in turn a teenager coming in allows you to sell your more profitable cosmetic procedures to the parent.

How to do Tiktok Videos
It is very simple to make videos. you do not have to dance or anything like most of the videos on TikTok. You would just need to have some music playing in the background and just input text giving your best advice on how to take the best care of your skin. You can tell them to try products that you find are very helpful for fighting teenage/young adult acne.

You can also do questions and answers for your followers on Tiktok live which will build trust and keep your practice 'top of mind' to your potential patients.

If you would want more video ideas, feel free to message me and I will do my best to give you advice. :)

You can give the location of your practice in your bio on your TikTok page. Tiktok will then automatically show your videos in front of your target patients in your area. You can easily get 500-1000 views of your TikTok video to your target market by just posting videos.

All for free by the way.

After seeing your tips on the app, teenagers might be prompted to ask their parents to take them to your practice over others, since they already know and trust you. Which gives you an edge over every other dermatologist in your area.

Alternatively, can spend 300$ in advertising for free on TikTok which can make you reach a few thousand qualified people a day. Tiktok has started a fund for small businesses where you can get $300 in ad revenue for free if you sign up. (link here) . The link would also give you simple instructions on how to post an ad on the platform.

Conclusion
I hope you find this article on TikTok useful for your practice. This might make you think differently about the best ways to reach new people. Especially during the pandemic, it is paramount to be prepared all the time. Because, as we all know by now, things are quite unpredictable, and reaching an untapped market through the app might be a solution to getting( and keeping) new patients.

If you are looking for another way to reach new patients, I wrote a step by step article on how to get 96 dermatology patients in 1 month using Facebook ads. It shows how you can replicate this in your practice here

Thank you for taking the time to read this article, I do appreciate it. Again, if you have any questions regarding this article or the one I linked, feel free to message me and I would be glad to help!

96 Dermatology Patients in 1 month? Here's a detailed how-to guide!😄

Hello! Today I wanted to write an article overviewing how we got a dermatology practice 96 patients, in 1 month using Facebook ads. I wrote down in detail how you can replicate this for yourself using Facebook ads for your practice and see similar results.

If you are confused, please message me and I will happily take you by the hand and show you (in Facebook Ads Manager) how you can use this information and get similar results.

Our Approach
We thought that the best way to capture people’s attention is to get them to think about a very serious problem that can happen to people if they’re not careful. Our job was to make sure people are safe and not showing any signs of melanoma or cancer and that’s where we decided that a free skin cancer check ad could potentially save people’s lives. So, in our design for our landing pages(the website where they would be directed to), we asked visitors this question:

"Do you recognize what skin cancer looks like?"

The ad showed up with four unlabeled pictures of moles. Three of the four were harmful, and just us and the skin clinic knew which. From the 4 pictures, the second lesion from the left was the non-cancerous one. The rest were cancerous.

The idea was that the average person taking a look at the ad would see these moles and acknowledge they had no clue about whether any of the moles in the picture were cancerous. Ergo, they would not know which moles on their body were benign or malignant.

They would then choose to book a free skin check to be protected. The website they would visit after seeing the ad did not end with just the moles.

The website
At the bottom of the webpage, we utilized space to improve trust for the dermatology practice by utilizing excellent photos and video and great testimonials of her previous patients.

We talked about one dermatologist only to keep it simple. Most of the testimonials were from previous patients that mentioned her as the doctor who helped them out. We also made a video with the doctor where she explains the simple ways she would check for cancerous moles during the free cancer check procedure.

For the page's CTA(call to action) to bring in patients, we guided potential patients to the online scheduler(using calendly software) to book an appointment. We provided a telephone number to book an appointment also.

As I have mentioned before, the website content that I just talked about above will be seen after viewing the Facebook ad. And now I will explain the Ad precisly.

The Facebook Ad
We tried four different picture variations of the advertisement, which mentioned 'do you know what skin cancer looks like?'. Here's a description of the pictures we used with the same text and then saying 'The dermatology practice knows. Click the link to book a free cancer check appointment'. They were:

A lady doing yoga at a beach
A dermatologist inspecting a woman
A dermatologist inspecting a male child
A man holding a surfboard at a beach
Every advertisement variety got an even part of the $600 budget we set with the practice.

The ad focused on the number of skin cancer checks already performed on previous patients and specified that there was nothing hidden nor obligations with this offer and was free with no strings attached.

The winning ad was the picture of the dermatologist looking at the woman, so that was the advertisement we decided to stick with. We cut the other three and just ran that one ad.

For this advertisement set, we focused on women speaking English and are over 25 years old and are within 20-miles of the dermatology center.

Among the interests we targeted in Facebook Ads Manager were Beautiful skin, Dermatology, and Wellness and Health.

We thought that women would be more inclined to be worried about dermatological/skin issues and, hence, more likely to book a meeting with a dermatologist.

We also put into account that the women targeted would be worried about their spouse’s health, so we targeted the ad to married women also.

With the ad money left over from the 4 ads, we kept on running the successful advertisement until the end of the whole ad campaign. We realized it would be a success, but we didn't have an idea of how well it would do or how successful would it be compared to what else the practice had marketed before.

It ended up being the best ad the practice had ever run.

The Results
Here are the end results. All 4 ads:

Were viewed by 25,944 individuals
Got 56,491 impressions
Got 78 comments
Got 127 shares
Gained 185 responses in the form of likes and/or reactions
All this added up to a 4.53% CTR(click-through rate. CTR is how many people clicked from how many people saw the ad.)
Average was $3.73 Cost For every Lead.
The Winning Ad
The 1 ad we ran after cutting the other 3:

Got 21 likes
Got 3 comments
Got 6 shares
THE WEBPAGE
The Website(after clicking the ad)
Pulled in 671 views
Had about a 40% conversion rate, excluding calls.
All the Ads and Website combined
Created 268 site leads
Generated 28 calls
Brought in about 128 skin checks booked through the online scheduler on the website.
96 of those appointments were new patients who visited the practice to redeem the offer. 96 new patients were worth over $30,000 on average to the dermatology practice in the first year.

All of the Ads and patients coming in were in one month.

It normally was the slowest month of the year for the practice, however, our work transformed September into one of their most profitable month ever.

We ended up making the dermatology practice very happy(and profitable) with the results we brought them.

Before we met them, the people at the dermatology practice were doing nearly everything right. They simply weren't generating enough new patient interest.They had many things set up correctly: a strong site, good pictures, active Facebook and Instagram profiles, and many happy patients.

Everything was there. All the practice needed was to get their business in front of the right people on Facebook for a good enough reason. The path to increasing their sales was quite simple as you can see, just a skin cancer check targeting the right people which sent them to a well-designed webpage encouraging potential patients to sign up for a free appointment with a scheduler.

It's as simple as that.

Hopefully, you find this case study of an ad that worked very well for a dermatologist useful for your practice. Thank you for taking the time to read my article. If you have any questions, ANY, just message me and I would love to help you out to the best of my ability.