33 million views later... turns out Gen Z does want to talk about #healthcare —just in their language. 👀📢
Last fall, Soci teamed up with CITYMD to reach and engage a larger Gen Z audience on TikTok. We knew Gen Z was turning to TikTok for medical information – and that much of what they found was inaccurate or misguided. Our goal was to combat misinformation on the platform by becoming a trusted source and sparking important conversations around topics often avoided in healthcare. We successfully generated over 33 million views across CityMD's channels, significantly expanding our reach and engagement with our “Real Issues Need Real Info” campaign. Here’s how we did it–
👩🏽⚕️Featuring Real Doctors & Experts: Rather than using actors or influencers, we put CityMD’s own doctors and team members at the forefront—because they’re the real heroes and the real experts. By working closely with CityMD, we ensured our content was both authentic and educational, allowing viewers to engage with trusted medical professionals in a way that felt personal, relatable, and credible.
🎬 Embracing Gen Z Trends: By incorporating "man on the street" style content, fail transitions, and native educational content, we were able to address serious topics in a fun, relatable, and engaging way, making these discussions more accessible to a broader audience online.
📲 Platform Native Content Creation: To ensure authenticity and maximize engagement, we filmed everything natively for TikTok—using iPhones for a raw, unfiltered look and editing in CapCut to maintain the platform’s signature style. This approach allowed our content to blend seamlessly into users' feeds, making it feel organic rather than overly produced, driving higher engagement and interaction.
💭 Addressing Taboo Topics: Through our “Real Awkward Questions” series, we embraced discussions on topics that many find uncomfortable or taboo. While these conversations may be difficult for some to initiate with their general practitioners, they are common questions. Our videos highlighted the expertise of our CityMD providers while delivering content in an entertaining and rapid-fire format. By addressing these topics, we were able to connect with individuals who may have had these concerns but were hesitant to ask their healthcare provider.
🚕 Localizing FYP for NYC: By incorporating city-specific references and cultural touchpoints, we ensured our content resonated with our local NYC Gen Z audiences. TikTok’s For You Page did the rest, serving our videos to the right people—leading to a flood of comments like "FYP too local," "I love Dr. Caba!" and "This is my CityMD location!" This hyper-local engagement not only strengthened the connection between CityMD and its community but also reinforced the impact of our campaign.
The campaign not only brought critical medical topics to the forefront in a refreshing way, but also provided an opportunity to humanize healthcare, making it approachable for everyone.
