TikTok enters the rehabilitation industry!
Recently, a new company called Beijing Ninghe Kangrui Medical Management Co., Ltd. was established, which is wholly owned by Beijing Zitiao Network Technology Co., Ltd., a subsidiary of TikTok Group (Hong Kong) Limited, with a registered capital of up to 734 million yuan. Its business scope covers various fields, including disability rehabilitation training services, non-residential real estate leasing, and property management.
According to data released by TikTok Group in August this year, over the past year, TikTok Medical has added 13,000 new creators and 3.7 million new medical science popularization contents, with various medical videos receiving 1.31 billion collections and 3 billion likes. In addition, these short videos have been forwarded 1.93 billion times, with the highest single video view count exceeding 580 million.
This indicates that TikTok has become an increasingly popular channel for audiences to obtain medical information. Over the past year, TikTok Medical has introduced several new regulations to attract more medical content creators.
Firstly, in addition to public tertiary and private third-grade A-level hospitals, and physicians with intermediate titles or above, TikTok Medical encourages eligible professional technical personnel in the health field and medical education industry to publish professional content on the platform. This includes pharmacists, technicians, nurses, and medical professional teachers from colleges and universities. These newly opened categories, like physicians, also require professional capabilities, and creators need to meet strict conditions such as "chief pharmacists or above from public tertiary hospitals" and "chief technicians or above from private third-grade A-level hospitals."
Secondly, TikTok Medical has also launched a "peer review" method in conjunction with the Health Communication Working Committee of the Chinese Medical Doctor Association. Through authoritative associations, expert groups are formed to set rules for the quality of popular science content, assess and recognize popular science capabilities, and encourage more high-quality creators to join.
Furthermore, it further deploys the sale of medical devices.
In the first half of 2024, TikTok updated its cooperation rules for medical devices, opening up flagship stores/official flagship stores for talent cooperation, which means allowing qualified talents to sell specific medical device products in the form of live broadcasts or short videos. This is another major move since 2022, when TikTok successively laid out the sale of medical devices through an invitation-based system and brand self-application system.
At present, there are 43 categories of medical devices that can be sold on the TikTok platform, including in vitro diagnostic tests, ventilators, oxygen generators, nebulizers, stethoscopes, masks, gloves, fetal heart monitoring supplies, health devices, nursing beds, contact lenses, and hygiene/ wound/ medical dressings, etc.
China's rehabilitation medical industry is riding the high-speed train of social development and entering a brand-new era of rapid growth. Its market size is expanding at an astonishing rate of 27.1% compound annual growth, and it is expected to break through the 220.7 billion yuan mark by 2025.
Currently, about one-third of the population in our country can accept and enjoy the benefits of rehabilitation treatment in pain or injury, regaining hope for health. Subsequently, whether TikTok Group can successfully cross the border, we will continue to pay attention.