TikTok has gone beyond being just a social media platform for healthcare and medical tourism brands. Developments in user behavior and advertising infrastructure have transformed the platform into a powerful channel for high-intent lead generation. Today, TikTok is one of the rare channels in the healthcare field where discovery, research, and action happen simultaneously.
High Potential, Low Competition in the Healthcare Category
Healthcare-focused content on TikTok is still in its early stages. This means a landscape where competition is relatively low and growth potential is high for brands.
- Healthcare content worldwide reaches an average of 15.3 billion views per month
- Health-related searches show a 1.7x year-over-year increase
- 10.4 million monthly searches are directed specifically toward healthcare services
This picture shows that TikTok is no longer just a viewing platform, but has become an actively used search and discovery space.
User Behavior: From Viewing to Decision
The behavior of users who engage with healthcare content on the platform goes beyond the traditional awareness funnel:
- 70% discover new brands and services
- 41% conduct further research after viewing content
- 91% show a tendency to take action
- 41% convert into a purchase or appointment
These figures reveal that TikTok is effective not only at the top of the funnel in the healthcare sector, but also directly on the conversion side.
The “Health Enthusiasts” Target Audience
The main audience engaging with healthcare content on TikTok is largely concentrated in the 25–44 age range and shows notable behavioral differences compared to the platform average:
- 1.3x higher interest in vitamins and supplements
- 1.4x higher tendency toward skincare products
- 61% trust technology
- 43% are open to using new technologies to improve their health
This audience carries both the motivation to gain information and to take action at the same time.
Advertising Redirection Models for Healthcare Brands
On the TikTok Ads side, there are different redirection options suitable for the healthcare sector. Each one serves a different need and conversion expectation.
Lead Web Form
Directs the user to a form on the brand’s own website.
Preferred for collecting detailed information and driving website traffic.
Instant Form
Allows the user to fill out a form without leaving the platform.
Enables faster action and usually delivers lower-cost conversions.
Direct Messages (DM / WhatsApp)
Redirects the user directly to a messaging channel.
Suitable for warm leads and fast appointment processes.
Phone Call
Encourages the user to make a direct call.
Used in high-intent and urgent-need scenarios.
In short:
Speed and scale → Instant Form
Quality and detail → Lead Web Form
Sales and appointments → DM or Phone Call
AI-Powered Optimization Approach
TikTok’s next-generation advertising infrastructure is changing the optimization logic in the healthcare sector. The system focuses not only on users who fill out forms, but on profiles with a high likelihood of becoming real patients or booked appointments.
- Automatic identification of the most qualified leads
- Deep funnel optimization that considers post-form behavior
- Dynamic structures that can automatically select the most suitable redirection type for each user
This approach aims to reduce the low-quality lead problem commonly encountered in the healthcare industry.
Regional Restrictions and Key Considerations
Region-based permissions are critical in healthcare advertising:
- Hair transplantation and dental services are open in many regions
- Plastic surgery is restricted in Europe, the UK, and North America
- Botox and filler treatments are subject to limitations in some regions
- Sensitive areas such as cancer treatments and IVF may require country-specific approval processes
Strategic Approach
To maximize efficiency from TikTok Ads in the healthcare sector:
- Trust-building, story-driven creatives
- A test-and-learn approach with smaller budgets
- Comparative use of Instant Forms and Web Forms
play a critical role.
TikTok is not just a visibility channel for the healthcare sector. When approached with the right strategy, it offers a powerful performance environment that brings search, discovery, lead generation, and appointment processes together within the same ecosystem.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
