Have you ever wondered how some private clinics increased their brand visibility on social media, and in return gained more leads and new clients as a result?
If you have wanted to try a different marketing strategy to create engagement, make your psychiatric medical practice stand out from local competitors, and overall gain more quality leads, then TikTok Ads is the answer you are looking for!
1. What are TikTok ads?
TikTok ads are a form of social media marketing and they are effective at getting new businesses new clients or to sell a particular product or service.
TikTok Ads are also usually full-screen videos that work as promoted content for a brand. These can also be video ads that a creator pays to show to a specific target audience.
With TikTok Ads, there are usually 3 levels of organization that make up the structure of the ad.
- TikTok Ad: This is a single advertisement on TikTok set up to promote a product, a service, or a special TikTok offer.
- TikTok Ad Group: These are a collection of TikTok ads.
- TikTok Campaign: This is a collection of TikTok ad groups.
When implementing TikTok Ads as part of your marketing strategy, it’s important to understand that there are different types of TikTok ads you can use for your business.
2. Types of TikTok Ads
- In Feed Ads: These are the ads you can create using TikTok Ads Manager.
- Spark Ads: These work to boost organic content, and they won’t disappear once you stop paying to promote them.
- TikTok Image Ads: These are still images that include a brand or app name and the ad text, but they aren’t available worldwide.
- Playable Ads: These types of ads act as simple mini-games which are great for engagement, but again this is another type that is only available in select countries.
- Shopping Ads: This is the newest ad type on TikTok as of spring 2023. It incorporates the main functions of video shopping ads, catalog listing ads, and live shopping ads.
- Topview Ads: This is similar to Top-of-Page for PPC (Pay Per Click). These are the TikTok Ads formats that are only available to managed brands closely working with a TikTok sales representative. One of its features is when a video ad appears as a full-screen takeover for 5 to 60 seconds when a user opens the TikTok app, catching the attention of the user right away.
3. Why TikTok Ads for Psychiatrists?
- Advertising on TikTok is an affordable way to get your message, product, or service out there.
- TikTok trends can help maximize your private clinic’s exposure potential.
- It’s easier to reach target audiences because you have the freedom to customize your ads to create more engagements.
- It’s easy to advertise on TikTok because it isn’t a complicated process.
- You can drive sales by posting business-related videos of your medical practice.
- You can increase engagement with your target audience through collaborations with TikTok Content Creators.
It is critical to understand that for your TikTok Ads to work, it will require a longer sales and follow-up process to get new clients for your business.
This is because you will have to put in the extra effort to convert and motivate these potential new customers since you will be interrupting them as they scroll on this social media platform. This also means that you want your TikTok Ads to linger in their minds by making an impression, to increase the chances of conversion.
Does TikTok Ads sound like the perfect advertising platform for your psychiatric practice, but you just don’t have the time? We make it easy for our clients!
4. Creating your TikTok Business Account
Before creating your TikTok Ads for Psychiatrists campaign, you must create a TikTok account first.
Download the TikTok app from the Apple Store for iOS or from Google Play Store for Androids.
You can also create an account on TikTok‘s desktop website.
For this guide, we will sign up using the phone or email setting.
Enter your personal details to sign up. If you already have a TikTok account for your psychiatric clinic, simply log in.
Then, switch your TikTok account to a Business Account.
Once you have signed up and logged in to your TikTok account, use TikTok Ads Manager to create your TikTok Ads.
Select Get Started.
Since our first step was to create a Tiktok business account, we can simply log in with Tiktok on Tiktok Ads Manager.
You will need to authorize your Titkok account.
Next, Confirm to link your TikTok account.
You will then need to enter your business details, such as industry, currency, and phone number. Make sure you tick the box to agree to TikTok’s terms and conditions.
After agreeing to the terms and conditions, you will need to set up your billing information. For your TikTok Ads for Psychiatrists, you want to select Manual Payment.
5. Creating Tiktok Ads for Psychiatrists
Now that we are done with the sign-up steps, it will redirect you to the Ads Manager dashboard to create your first TikTok Ad campaign.
You want to select Campaign, and then click on Create.
The first step is to select Custom mode as your ad settings. This will allow you more control over your TikTok ads, and you will be able to customize your targeting settings better in comparison to Simplified mode.
5.1 TikTok Campaign Settings
Select Lead generation as your advertising objective.
We want to utilize TikTok’s platform to bring your psychiatric clinic more potential new clients, therefore lead generation is the best objective for your TikTok ad campaign.
Do you also want to gain website conversions and product sales from your TikTok Ads?
Enter your Campaign name. For this example, we will name it Psychiatrist Campaign.
Now enter your ad group name.
A name example you can use is Psychiatric Lead Generation. Then select Instant Form for your optimization location setting.
It is best to choose the instant form option over the website option because you might lose potential leads if they have to be redirected to your website.
Users on social media platforms prefer to stay on the TikTok app rather than leave the app and be redirected to your homepage or landing page, therefore utilizing the instant form option will prevent you from losing high-quality leads.
For your placement settings, you want to make sure that all of them are enabled, just like in the example below.
These placement settings will encourage engagement on your TikTok ads, bringing more visibility and engagement to your psychiatric practice and encouraging more quality leads to find your business.
Audience Targeting
For your audience targeting settings, you want to enter the location of your psychiatric medical practice. This way, people near or around the area who might need your services will most likely see your TikTok ad.
We recommend selecting all genders and ages if you offer your services to all of these demographics.
Do you want to implement more refined location and demographic targeting strategies?
Schedule A Free Strategy Session!
For language settings, you want to select the language you want your TikTok Ads to be in. In this example, we will select English.
In the device and connection type section, select all as your setting choice.
This ensures that Android and iOS devices will see your TikTok ad for psychiatrists without it being narrowed based on the type of connection they use.
5.2 Budget & Bidding Settings
Your budget settings are where you will enter your daily budget amount for your TikTok ads campaign. We recommend starting with a daily budget of $40 dollars for your private practice. You don’t want to start with a budget that’s too low so that you can get plenty of leads and a higher chance of getting more new patients.
With your chosen daily budget amount on TikTok ads, you won’t spend more than the amount you entered per day.
This means that on some days your ad may spend less than the daily allocated budget, and on other days it may use up a higher budget amount but this will never go over the maximum amount of your daily budget within a calendar week.
Not sure what your starting bidding strategy should be based on your industry and local competitors?
For the bidding and optimization settings, make sure Maximum delivery is selected.
This helps prioritize your TikTok Ads for Psychiatrists campaign to get more leads instead of focusing on spending less on each bid.
5.3 Creating Your Ad Text Campaign
Enter your ad name for this campaign, and set up your custom identity.
Your custom identity can be your business name or a creative username that will help you stand out from your local competitors. It should be a name that will help users recognize you or remember you, such as @ThePsychiatristExpert.
Next, you can finally add your video creatives. You can choose to either “upload”, add “+from library”, or “create” on the spot using the TikTok video creator feature.
We recommend having videos ready to upload for your TikTok ads rather than editing them while creating your TikTok ads. Make sure these videos include a call to action screen or text at the end of the video such as:
- “Contact Us Now”
- “Check Our Website”
- “Message Us Now For A Free Consultation”
- or The phone number of your psychiatric business.
Next, you will need to enter your ad text. Something short but attention-grabbing for the users to identify the main topic of your TikTok ad.
Examples you can use for your ad text are Signs that you need to book a consultation with a Psychiatrist Expert or Signs that you need to see an expert in your area.
This will also help categorize your video so that people actively searching for your services will be able to find you faster.
If you are struggling to come up with your ad text, you can see other suggested options from TikTok based on the keywords you enter.
You want to use an ad text that catches the attention of the user and encourages them to create an action, for instance, booking a free consultation with you.
Remember that although the TikTok platform is very effective at getting businesses seen by different audiences in comparison to other digital marketing platforms, your main goal is still to get new clients for your psychiatric business.
To reinforce and convince the user viewing your TikTok ad to take the next step, add call-to-action buttons. TikTok Ads Manager allows you to choose between dynamic and standard settings.
The dynamic settings for your CTA work by automatically showing a different call-to-action text for each user. Click on View selected text to choose what CTA texts you want to include in your TikTok Ads For Psychiatrists campaign.
Don’t select to include text options such as Play Game, Listen Now, and Watch Now, since our target is to get more customers for your psychiatrist business.
If you’d prefer to use one Call to action text, use the “Standard” option, and select the text you want. Some of the options you could use for your TikTok ads for psychiatrists are “Contact Us” and “Book Now”.
Note: It is critical that when you receive any leads, they are called within the minute. You want to act upon it while the thought is fresh and active in the potential new customer’s mind. If your psychiatry business doesn’t call back within the minute they contact you, you are very likely to lose that potential new client.
5.4 Instant Form Settings
Next, enter the details for the instant form option we selected earlier by clicking Create.
An Instant Form allows your potential new clients to share their contact information with you. With this feature, they can learn about the offers and services of your psychiatrist business, and schedule an appointment with you.
If this is your first time creating TikTok Ads for your business, we recommend choosing the classic form version.
Enter the language as English, then choose More Volume as the form type.
More Volume ensures that your TikTok ad will prioritize getting more leads instead of relying on users searching for your services.
TikTok ads are more affordable in comparison to other online digital platforms, but if you want to prioritize getting new leads that use high-intent searches, we recommend creating Google Ads for Psychiatrists instead of TikTok Ads.
As you set up your instant page form settings, make sure that the introduction setting is disabled.
Then enter your purpose statement details.
Next, you want to customize your questions. Your target with these questions should be to gain basic information that you will require from a potential lead looking to book an appointment with your psychiatric practice.
Some of the personal information questions you can choose to include are name details, phone number, and email address.
Then enter your company name. You will also need to enter the link to your company’s privacy policy.
Lastly, include a Thank you screen in your instant form page setting. You will need to enter a headline, description, the CTA button, and your website URL.
This is another chance for your TikTok ads to encourage another form of action, such as visiting your website or clicking to access your landing page.
An example you can use is entering “Thank you for your response!” as your headline.
For your description, you can choose to include something like “Click [Your Business Name] to chat with a psychiatrist expert online from the comfort of your home”
You can reinforce this by entering Learn More for your CTA button text.
Make sure the website URL you include is the landing page for the CTA Button text on your TikTok Ads for Psychiatrists.
Select “Complete” to finish setting up your Instant Page settings.
Another instant form example you can add to your TikTok Ads for Psychiatrists campaign is creating an ad group specifically for a promotion. This could be a discount code or even a TikTok exclusive offer, to encourage potential new clients to avail of your offer and click on your landing page or complete the lead form to book an appointment.
Again, make sure that any promotions or offers your psychiatric business offers can be visually seen from your TikTok Ads Video, and reinforced with ad text information.
Need help creating multiple ad groups with effective instant page forms for your campaign?
5.5 Payment Settings
Next is your payment settings. For your TikTok ads to run, you will need to enter a balance amount on your TikTok account.
Select your choice of payment settings and enter your details. Then click Make Payment.
Lastly, you will need to enter your company registration details, and you’re done!
6. Best Practices for TikTok Ads for Psychiatrists
6.1 Email Sequence
The main purpose of creating an automated series of emails is to nurture leads and promote sales. An effective email sequence can increase your customer retention and engagement to grow your business. This would be advantageous to implement as part of your marketing strategy if you are including emails as part of the instant forms in your TikTok ads.
One of the proven benefits of implementing email sequences as part of your marketing strategies is that they increase sales. You can also offer to give discounts through email sequences from your TikTok Ads campaign, to bring users back to your site to finish the conversion process.
Here are the different types of email sequences you can include as part of your marketing strategies:
- Abandoned cart email sequence: This is a popular option for e-commerce businesses. The first email can remind the customer that they have items waiting, and you could follow up with a second email that offers a discount for coming back if they don’t checkout after the first email.
- Welcome email sequence: This sequence allows you to directly communicate with new subscribers, and introduce your psychiatric business and the services you offer.
- Re-engagement email sequence: This type of email sequence allows you to attract customers back to your website.
- Upsell & cross-sell email sequence: This type of email sequence is ideal for businesses who want to market similar or more expensive products or services to a client. These emails can be used to send product recommendations, prices, key benefits, and features.
- Lead nurturing email sequence: These types of emails can help you convert leads into paying customers with the help of automation. It allows you to target your audience based on where they are in their customer journey and lead them to a specific conversion path. This is the ideal email sequence for a psychiatric business like yours because it focuses on helping you build a relationship with your clients before they commit to a purchase.
- Onboarding email sequence: With these types of emails, you can let your clients know more about your business and your services after sending your welcome email.
- Feedback email sequence: These are the customer reviews and feedback you can get from these types of emails to improve your psychiatry business.
Not sure how to set up your automated email sequences to nurture leads and promote sales from your TikTok Ads?
Get On A Call With Our Experts!
6.2 Ad Groups
When creating your ad groups for TikTok Ads for Psychiatrists, you want to make sure you have different ad groups that will have different targets.
Within each ad group, you can have a single ad or multiple ads. In each ad group, you can customize specific ad placements, audiences, demographics, campaign budgets, the schedule of your ad, optimization goals, and target bids for each ad.
This way you can review which are your best-performing ads, and it will enable you to optimize your ads and measure each performance to help drive better results.
6.3 Good Creatives
Having creative, engaging content is the foundation of TikTok Ads. You want to use videos for your TikTok ads for psychiatrists that are creative and attention-grabbing.
Ideally, it should grab the attention of the user within 3 seconds, or else you risk the user losing interest and being scrolled down.
You want to make it relatable. Research keywords to use for your video scripts that are engaging but informative. In your scripts, you want to include different hooks to use at the beginning of your video. These hooks should trigger a personal response from the viewer, resulting in the viewer making an action, such as inquiring or booking an appointment through your TikTok Ad.
An example could be using a hook or a question at the opening of your video that addresses a concern (such as anxiety disorders) dealt with by your medical practice.
6.4 Video Footage and Editing
Your TikTok Ads for Psychiatrists should be high-quality videos.
This does not mean it should be filmed by professionals, but it should be of good enough quality, meaning that it isn’t blurred, it showcases what your psychiatrist practice offers in a simple yet straightforward way, and stimulates attention with your editing techniques like music, transitions, movement, text and more.
You want to drive ad memorability with your TikTok ads and leave an impression on your target audience.
7. Key Takeaways
If you want a more affordable online digital marketing strategy for your psychiatry business that will bring you more new customers for your practice, then TikTok Ads is the definitive choice.
Although it may require more effort to convert and motivate these leads, by implementing all the strategies and best practices discussed in this article in your TikTok Ads for Psychiatrists campaign, you can drive more sales to your business, and reach a wider target audience. All of these factors working together in your ad campaigns will bring you more potential new clients that will contribute to the further growth and success of your business!
If you need assistance creating your TikTok Ads for Psychiatrists campaign, and want help implementing marketing strategies that will drive more leads for your business, book a free consultation session with our friendly team of experts.
