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TikTok Ads for Dermatologists – Most Comprehensive Guide On How Dermatology Clinics Can Get More New Patients

If you want to know how to get more new potential clients for your dermatology clinic, then TikTok Ads for Dermatologists is what you need. TikTok Ads will help your dermatology clinic have a stronger online presence on social media, create engagement, and reach a wider audience. It will also help you stand out from your local competitors, and give you that competitive advantage to gain more leads and overall new potential clients.

1. TikTok Ads

Using social media is one of the best ways to advertise your dermatology clinic and TikTok is one of the best platforms to get you new patients.  This is because “TikTok is the world’s most downloaded social media app for short-form videos” and it is one of the most popular social media platforms to date, due to its addictive quality, high levels of engagement, and its ability to reach a wider audience.

When you start creating TikTok Ads for Dermatologists consider the following elements to understand your ads better.

  • The TikTok Ad is the advertisement that will be seen on the platform to promote your products, services, or a TikTok offer.
  • Your TikTok ad will then have one or a few Ad Groups focusing on certain objectives, such as placements, target audience, budget, scheduling, bidding method, or delivery type.
  • Lastly, all your ad groups will be organized in your TikTok Campaign.

2. Why TikTok Ads for Dermatologists

As we’ve mentioned, advertising on social media platforms like TikTok is one of the most affordable ways you can advertise and promote your dermatology clinic. This is because you can create engagement with your target audience using customized ads, increasing brand awareness, and driving sales by posting dermatology-related videos. To further increase conversion rates with your TikTok ads, you want to optimize your videos so that TikTok will categorize them, and continue to show your videos to any user that has shown interest in dermatology topics.

Although TikTok ads offer many advantages for your dermatology clinic, it is critical to understand that advertising through TikTok ads will require a longer sales and follow-up process. This is because, unlike other advertising platforms, you will need to input extra effort to convert and motivate your potential new clients since your TikTok ads will be “interrupting” them as they scroll on the app. This also means that you need to put effort into making an impression on your target audience with your TikTok ads, to increase the chances of conversion.

3. Different Types of TikTok Ads

Now that we understand the main components of a TikTok Ad, understanding the different types of TikTok Ads available will help you choose what will be the best or most efficient ad type when creating TikTok Ads for your Dermatology Clinic:

  • In Feed Ads are created using TikTok Ads Manager.
  • Spark Ads boost organic content and don’t disappear once you stop paying to promote them.
  • TikTok Image Ads are still images that include your dermatology clinic name and the ad text. Keep in mind that these will not be available worldwide.
  • Playable Ads are simple mini-games that help with engagement.
  • Shopping Ads are the newest ad types on TikTok as of spring 2023. It combines all the main functions of previous ad types: video shopping ads, catalog listing ads, and live shopping ads.
  • Topview Ads are similar to PPC or (Pay Per Click). One of its features works by appearing as a full-screen video ad takeover which lasts between 5 to 60 seconds when a user opens the TikTok app. You can only use topview ads when your TikTok ads are also managed by a TikTok sales representative.

4. The Importance of CRM for TikTok Ads for Dermatologists

When using TikTok ads as part of your online marketing strategy, it is critical to understand that you will need a Customer Relationship Management or CRM process, where your sales or front desk are tracked and audited on how fast they call back leads. These calls need to be managed, and this can be done by listening to them and holding the sales/front desk accountable every day (just like how a sales manager would to their sales team). This is because 99% of front desks are not used to doing what it takes to call and convert colder leads who browse on TikTok. Without a CRM process, your TikTok ads will be ineffective for your dermatology business.

We recommend using Google Ads for your dermatology clinic if you don’t have a CRM process to support your TikTok Ads efforts. This is because Google Ads works by targeting high-intent keyword searches, so your Google ads will target people who are actively searching for your services. Those would be higher quality, and easier to convert to patient leads. Learn more on how Google Ads for Dermatologists can help you.

5. How To Make a Good TikTok Video Ad

You need to create a good TikTok Video for your ads to attract and retain your target audience. An effective TikTok video ad will be engaging, visually entertaining, and informative. It will also provide a solution for your target audience, and it should help your dermatology clinic stand out from your local competitors. Some of the features you can include to make your TikTok video ads effective are trending sounds, adding text, and voiceovers to make your videos have a personal touch.

When creating your TikTok Ad Videos, you will need footage (either your own or stock) to showcase products or services your dermatology clinic offers. Consider offering a new patient promo, such as a 10% discount on their first visit, to help catch the attention of your target audience. To add a personal touch to your video ads, you can use a voice-over or narration which could be done by you, someone who works in your dermatology clinic, or even AI.

5.1 Key Elements for Effective TikTok Video Ads

When creating TikTok Ads for dermatologists, here are additional key elements you want to practice to make them effective and increase the click-through rate from your target audience:

  • Capture the attention in the first 3 seconds – Don’t risk being scrolled down.
  • Abide by TikTok’s image and video specs – Using content that is blurry or content that doesn’t fit the screen will make your ad unprofessional. Content that is recorded from your smartphone is fine.
  • Update ads often by switching your ads every 7 days to “avoid ad fatigue”.
  • Use the TikTok ad library or TikTok Creative Center to discover trends and get insights on keywords, top hashtags, and more.
  • Prioritize Vertical Videos to avoid your ads getting cut off at the margins.
  • Limit the video length to 9 and 15 seconds to avoid your ad getting trimmed.
  • Center all important elements, such as your CTA and dermatology clinic name.
  • Add background music because TikTok requires audio settings to be turned on.
  • Use captions so that even if users leave or scroll down your TikTok ad, they will quickly grasp what your ad is about.
  • Include a compelling CTA or Call to Action so that your leads convert to new clients of your dermatology clinic.

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6. Example of TikTok Video for Dermatologists

Here is an example of a TikTok video created by a dermatologist, that uses a hook at the beginning of the video, uses voice-over to convey important information, and provides the solution to the skin care problem: dark spots. It also utilizes music in the background and uses keywords in the text on the video and in the captions.

@dermdoctor

Combos Are Best for Dark Spots! dermdoctor @Versed versedskincare versedpartner dermatologist darkspots skincare

♬ SOL SAN JUAN – Nomad & Lola

7. Create your TikTok Business Account

Before you can create TikTok ads for your dermatology clinic, you need to create a TikTok account first.

The TikTok App is available for both Android and iOS so you can simply download the app from Apple Store or from Google Play Store. You can also create an account through TikTok’s desktop website but if you already have a TikTok Account, simply “log in”.

signing up for tiktok ads for dermatologists

As you set up your TikTok account, select “Switch to Business Account

switching to business account for tiktok campaign

Once you have signed up and created your TikTok account, access TikTok Ads Manager and click “Get started“.

Tiktok manager for businesses

Because you’ve already created an account on TikTok, simply “log in“.

You will then need to authorize your TikTok account to be able to use the business features.

authorize business account for tiktok

Select “Confirm” to link your TikTok account.

welcome to tiktok business

You will then need to enter your dermatology business details, such as industry, country or region, and phone number.

business and industry details for campaign copy

Then set up your billing information. We recommend selecting “manual payment” for your TikTok ads for dermatologists.

setting up billing settings for tiktok business account

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8. Create TikTok Ads for Dermatologsits

Once you click on “Go to Ads Manager“, it will redirect you to the TikTok ads manager dashboard. Go to “Campaign” then select “Create“.

creating new campaign on tiktok business dashboard

You want to select “Custom mode when creating your TikTok ads for dermatologists to have more control over your ad settings.

selecting custom mode on tiktok business for account campaign

8.1 Campaign Settings

Since our target for your TikTok ads for dermatologists is to bring you more potential new patients, you will want to select “Lead generation” as your advertising objective for your TikTok ad campaign.

selecting lead generation option as objective for tiktok campaign

Next, enter your campaign name. In this example, we entered “Dermatology Services”. Then skip the remaining settings in this section.

dermatology services campaign name for tiktok

Choose your ad group name for this ad campaign. For this example, we will name our first ad group “Dermatology Skin Treatments“. This way, when you create multiple ad groups, you can organize all your TikTok ads for skin treatments and services. Similarly, you can create another ad group and focus on creating multiple ads for either nail or hair treatments.

dermatology for skin treatments group campaign on tiktok

With social media apps, users of the platform will usually prefer to have everything accessible within the app, so you will want to select “Instant Form” instead of “Website”. This way your TikTok viewers won’t have to leave the app to get more information or send an inquiry about your dermatology services, and ensures that you don’t risk losing any potential leads.

optimization location settings using instant for for tiktok

Next, click on “Bulk Upload and choose your location settings, such as location type, country, or region, then enter specific geographic locations, for instance, the location where your dermatology clinic operates.

bulk location settings for tiktok campaign

Ensure that all options in your placement settings are enabled. Having these options enabled will encourage more impressions and conversions from your TikTok ads for dermatologists.

placement settings for tiktok campaign

Then, skip the audience targeting section and focus on demographics instead. This way, when a user searches “dermatologist in LA” or “dermatologist near me”, your ad will show up to users of the app within your chosen target demographics, increasing the click-through rate.

audience targeting for tiktok campaign

For this campaign, we will select “English” as the language we want the TikTok ads for dermatologists to appear in.

english language settings for tiktok campaign

Select “All” for your device settings. This will ensure that your TikTok ads for dermatologists will be shown to users of Androids and iOS.

device settings for tiktok campaign

8.2 Budget and Schedule

For your budget settings, we recommend starting with a daily budget of $30 for your dermatology clinic. You don’t want to start with a very low budget amount to avoid risking not getting enough leads from your TikTok ads.

You can also choose to schedule your ad to run all day every day, or choose specific days and only run your ad campaign during business hours.

budget and schedule for tiktok campaign for plastic surgeons

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8.3 Bidding and Optimization

For your bidding strategy settings, select “Maximum Delivery” to maximize getting as many leads as possible. You don’t want to select “Cost Cap” because it will mainly focus on lowering your average cost lower than your bid, instead of getting leads.

bidding and optimization settings for tiktok campaign

9. Create Your TikTok Ad Text for Dermatologists

After you are done setting up your campaign settings, you can start setting up the creative ad text for your TikTok ads for dermatologists.

First, enter your ad group name. For this example, we will use “Dermatology Skin Treatments”.

campaign group name using dermatology skin treatments for tiktok

Then you will need to create a custom identity, which is what viewers will see from your TikTok ads. You can use any creative username that will help viewers or users remember you, or you can also use the name of your dermatology clinic.

creating custom identity for tiktok campaign

Keep in mind that you can only create a custom identity with a maximum of 40 characters. For this example, we will use “@DermatologyExpert”.

custom identity for dermatology campaign using dermatology expert text

After creating your custom identity, you can now add your video by selecting “+Upload” or “+From library”.

You can choose to select “+Create” if you don’t already have a video ready for your TikTok ads for dermatologists, but we strongly recommend having a video already edited and ready to post. Having a video already edited with applied key features and elements will help ensure that your TikTok ads will be more effective.

uploading creatives or video to tiktok campaign

Next, enter your ad text. You can only enter a maximum of 100 characters, you use the right keywords that will help grab the attention of your target audience. Some of these keywords could be terms that target your audience’s fears and solutions, and they should also encourage the user to take action.

For your TikTok ads for dermatologists, you can use something like “Best Dermatologist for Acne in Los Angeles”. You will want to skip the “Smart Text” setting because it’s suggestions are not always accurate.

creating text creative for dermatology campaign on tiktok

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9.1 Call To Action Settings

At the beginning of this article, we mentioned that your TikTok ads will require more effort to nurture and convert your leads because it will take a longer sales and follow-up process. Use the CTA or call-to-action settings to reinforce the ad text in your TikTok ads for dermatologists.

You can choose between “Dynamic” and “Standard” CTA settings. Using the  “Dynamic” settings for your CTA means that it will automatically show a different CTA text for each user.

call to action dynamic settings for tiktok campagin

When choosing the “Dynamic” CTA settings, only check the text options applicable to your dermatology clinic, like “Learn more”, “Get Quote”, and “Book now”.

cta text options for tiktok campaign

For the “Standard” CTA option, you can only choose one option. When selecting your CTA option, for example, “Contact Us”, it will be imperative that your dermatology clinic calls your leads within the minute. Failure to do so = lost lead.

standard cta settings for tiktok campaign

9.2 Interactive Add-Ons

We strongly recommend including interactive add-ons in your TikTok ads for dermatologists, so that you can include display cards to highlight important messages, drive traffic to your dermatology site, and share exclusive offers to encourage conversion.
Select “+ Create” to add your interactive add-ons, or click on “+From Library” if you already have a customized image that you want to have as the display card.

create interactive add ons for tiktok campaign

You could choose to offer a TikTok exclusive discount of 10% off for skin treatments at your dermatology clinic. You will want to reinforce this by adding a discount description, such as “Limited Time Only” and then adding a call to action button, like “Book Now“.

adding interactive display card for 10 percent discount

When you are done setting up your interactive add-ons, select confirm.

9.3 Instant Form Settings

Next, you will need to create your TikTok instant page for your TikTok ads for dermatologists. Adding this feature will help your target audience learn more about your dermatology clinic, and it will allow them to book an appointment with you. If this is your first time creating an instant page, select “Classic Form”.

classic form option for tiktok campaign

Name your classic form, such as “Instant Form for Free Skin Consultation”, then select “More Volume” as your form type. This setting will help your TikTok ads focus on getting more new potential clients by prioritizing the volume of leads you can get from your TikTok ads for dermatologists.

If you’d prefer to select Higher Intent as your form type, we recommend using a different marketing tool such as Google Ads for Dermatologists, which targets higher intent searches.

classic form volume settings for tiktok campaign

Make sure your Introduction settings are disabled or unchecked.

introduction settings for tiktok campaign

You will need to enter the purpose statement of why you’re collecting user information. Then select which personal information you need from your target audience, such as Name, Phone Number, and Email.

purpose statement settings using name email and phone number

When collecting personal information from your potential new clients, you can also choose how you want to collect personal information, such as selecting “contact information“, “user info” or even by selecting “demographics“.

additional personal information settings in instant form for tiktok campaign

You can also choose to create custom questions to better understand your leads, such as providing a short multiple-choice questionnaire or even setting up an appointment schedule to find out when and what time they would like to visit your dermatology clinic for their initial consultation.

custom questions settings for tiktok campaign on instant form

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Under your Privacy Policy settings, enter your company name, the link text to your company’s privacy policy, and your privacy policy link.

privacy policy settings for tiktok campaign

Lastly, you will need to include a thank you screen on your instant page. You can enter “Thank you for your response” in the headline and then include a description to reinforce the user to click on your CTA button. For example, you can have “Tap the button below to book your “Free Consultation” with the LA Dermatology Expert!” as your description, and then have the CTA button text as “Free Dermatology Consultation”.

You will also need to include your website URL. This should be the landing page for the free consultation with your dermatology clinic, then select “Complete“.

thank you screen with cta button for free consultation for dermatology campaign

After selecting complete, check that you successfully added your display card and instant page (or instant form) to your TikTok ads campaign.

display card and interactive add ons for dermatology campaign

Consider adding multiple points of interaction in your TikTok ads for dermatologists, for example, offering visual promotions, so that more people will see your ad. It will create engagement, and it will encourage them to click on your ad.

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9.4 Payment Settings

Since we selected the “manual payment” option for your TikTok ads for dermatologists, you will need to enter a balance amount for your TikTok account, such as $30, then click “Next”.

adding balance to account with 30 usd

Choose your payment method and enter additional details. Select Make Payment”.

choosing your billing payment method on tiktok campaign

Finally, enter your dermatology clinic business registration details, and you are done!

company registration for tiktok campaign

10. Best Practices for TikTok Ads for Dermatologists

10.1 Email Sequence

Consider implementing email sequencing as part of your TikTok ads strategy to nurture your leads coming from your TikTok ads for dermatologists. Creating an automated series of emails can help promote and increase sales for your dermatology clinic, by increasing your customer retention and engagement. You can implement email sequencing as part of your TikTok ads campaign when you set up instant forms in your ad settings, and by offering discounts through these email sequences to bring your target audience back to your dermatology clinic site to finish the conversion process.

Different Email Sequences:

  • Abandoned cart email sequence is a great option for e-commerce businesses. You can send an initial email to remind the customer that they have items waiting to be checked out in their cart and follow up with a second email that contains a discount code if they don’t checkout after the first email.
  • Welcome email sequence is perfect to introduce your dermatology clinic and the products and services you offer. This email sequence is also great to welcome new subscribers.
  • Re-engagement email sequence can help attract your clients to come back to your dermatology website.
  • Upsell & cross-sell email sequence would be ideal for your dermatology clinic to use, to market similar or more expensive or customized products to a client. These types of emails can also include product recommendations, prices, key benefits, and additional features.
  • Lead nurturing email sequence works by converting leads into paying clients with the help of automation. It focuses on targeting your audience based on where they are in their customer journey and these types of emails can help lead your target audience to a specific conversion path.
  • Onboarding email sequence is the type of email that is usually sent after sending the welcome email, which involves providing additional information to your clients about your dermatology clinic.
  • Feedback email sequence focuses on encouraging customer reviews and feedback from previous and current clients, which can help improve your dermatology business.

10.2 Ad Groups

Ad groups are part of your TikTok ads campaign, and each ad group can have either one single ad or multiple ads. Creating different ad groups that target different goals will help your dermatology clinic reach a wider audience and drive more traffic.

We recommend creating multiple ads for your TikTok ads for dermatologists campaign so that you can customize your goals for ad placements, target audiences, demographics, ad spending, optimization settings, and target bids. Creating multiple ads that have different targets will also help you find out which ads are performing better than others, enabling you to optimize your ads to help drive better results for your dermatology clinic.

10.3 Plan Your Video Content

When creating your TikTok ads for plastic surgeons, you want to plan ahead so that it is easier to create video content that is creative and engaging. Just like we mentioned earlier in key elements needed for an effective TikTok video ad, it is imperative to understand that your TikTok ads need to grab the attention of your target audience within 3 seconds, to avoid being scrolled down and losing potential new clients. You can also write up your script to make sure that you are targeting the right keywords, and include them in your captions, text, hashtags, and the title of the video.

You want to focus on making your TikTok ads relatable by making authentic videos that have a personal touch, and by using keywords in your scripts that use a hook at the beginning of the video to trigger a personal response. This will help increase the chances of the viewer making an action, for instance, inquiring to learn more about your products and services, or booking an appointment through your TikTok ad.

10.4 Video Footage and Editing

The footage for your video ads doesn’t necessarily need to be filmed by professionals, and you can use your own phone camera to record and create content. When filming content, make sure that the footage isn’t blurry, and the audio is of good enough quality, especially if you use voice-overs or voice narration. Focus on showcasing what your dermatology clinic offers, your expertise, your credentials, and even before and after results from previous patients.

You also want to drive ad memorability with your TikTok ads for dermatologists so use editing techniques, music, and text to help grab and retain the attention of your audience. These factors can also help leave an impression on your target audience so that potential new clients will keep coming back to your TikTok ad videos. As a result, it will increase the chance of these becoming leads, bringing you more new clients for your dermatology clinic.

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11. Key Takeaways

If you are looking for one of the more affordable ways to advertise on the digital platform that will bring you more new clients for your dermatology clinic, TikTok Ads is the definitive choice.

So long as you have a CRM system and understand that it will require more effort to nurture, convert, and motivate your leads with TikTok Ads, it will definitely drive more sales to your clinic. By implementing the key elements and best practices discussed in this article, your dermatology clinic will be able to reach a much wider target audience and help you further grow and succeed.

For assistance creating and managing your TikTok Ads for dermatologists campaign, book a free strategy session with our friendly team of experts who can help you create and manage your TikTok ads, and help you gain more new patients for your dermatology clinic.

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