How TikTok became Gen Z's top healthcare resource

Could a 60-second TikTok video be a more direct path to healthcare than a trip to the doctor? For younger employees, the social media platform has become an increasingly popular resource.

A recent study from prescription discount company CharityRx found that one in three Gen Z users consult TikTok before their doctor for health advice, most commonly seeking out insight from social media influencers on the social media platform around topics such as anxiety (55%), depression (49%) and weight loss (44%).

"Social media has completely changed the [healthcare] industry," says Eric Beaumont, CEO of CharityRx. "The days of calling your doctor, scheduling an appointment and getting checked out in person are dwindling. We're seeing larger numbers of people researching health conditions on their own and turning to influencers for advice and recommendations, which is new — and probably here to stay." 

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Thirty-six percent of young people in search of healthcare stated they wanted to find medical treatment options without the fear of judgment from medical professionals, 35% want to find more affordable options and 30% want solutions that are accessible. On TikTok, influencers' expertise is often judged based on their follower count. That sounds like a painfully risky way to weigh medical advice — but social media shouldn't be too quickly disregarded, either, Beaumont says. 

"Relying solely on TikTok for [healthcare] information when the risk [of misinformation] is so high is not sustainable," he says. "On the other hand, it's fair to say that social media isn't going anywhere. Younger generations grew up with the internet on their cell phones, and as an industry, we need to understand that their behaviors might not change. In that case, our industry has to prioritize making sure accurate and reliable health information is being seen by these groups."  

Beaumont is already seeing signs of improved accountability. CharityRx's research found that 75% of people are fact-checking endorsements made by health influencers, which is the first step in the right direction. But for their part, providers could also be doing more to meet users in the middle.  

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"In a perfect world, we need to have those conversations online and with medical professionals when available," Beaumont says. "Our industry has to prioritize making sure accurate and reliable health information is being seen by these groups, and we need to work together to figure out how we can continue to promote this in a sustainable way." 

He sees it all as one big opportunity for the healthcare industry: sharing insights and real-time information can not only help young members feel better about their care, but they can share valuable insight as to what touch points need improvement. 

"Why do people feel like they can't get in touch with their doctors? Why is healthcare so inaccessible for so many people?" Beaumont says. " Until that changes, social media is the only solution a lot of people have for their healthcare questions. That can be a tremendous power if used the right way — we just have to make sure that the information they're seeking is trustworthy."