Nationwide Children’s proves TikTok can be an ideal channel for hospital marketing
In December 2021, Callista Dammann and Jody Ganschinietz sat in their boss’s office watching a short homemade video on repeat. They were about to attempt what teens and young adults do daily by riding on the coattails of the latest viral TikTok video content. But the stakes were high for these two, serving as senior members of the social media team at Nationwide Children’s Hospital.
Nationwide Children’s is among the first major U.S. academic hospitals to jump on the TikTok content train. Healthcare marketers tend to be later adopters of new technology, but the marketing communications team at Nationwide takes pride in being among the first of its peers to test new media.
Two years ago, Nationwide’s team held their breath and pressed “Post.”
They haven’t looked back since.
Like most hospital marketing teams, Dammann and Ganschinietz are seasoned content producers of blogs, infographics, and print material. A video marketing team creates the hospital’s polished marketing-focused videos. Obviously, says Dammann, “That’s not the content people want on TikTok. We had to learn how to create authentic video content.”
Learn how the social media team got the green light to launch its TikTok page, how it has attracted a large audience — and be sure to keep reading to see which video on TikTok attracted 5 million views — and watch it.
Nationwide Children’s Hospital in Columbus, Ohio is a top children’s hospital in the U.S. with more than 1.5 million patient visits a year from across the nation and even worldwide. The marketing team balances the formal voice of the academic institution they represent and the friendly tone of pediatrics.
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