Dr. Michael Ang

The Objective

When Dr. Michael Angriawan, a seasoned dermatologist, opened Mikaderma Clinic in 2020, he knew that his brand needed all the boost it could get to gain visibility.

That was because the clinic, which features state-of-the-art equipment and dermatology services, is based in Pekalongan, a small town in Indonesia, more than 350 km away from the country’s capital and business center, Jakarta. It was also launched during the global pandemic, which meant from the start, it faced low footfall and consumer confidence.

Amidst these uncertainties, Dr. Angriawan discovered TikTok. On the platform, he began to create and share educational online content about skincare and beauty issues in various interactive formats and, over time, built his personal brand as a trusted skincare expert for his audience across Indonesia. In less than a year, this brought Mikaderma from a relatively unknown name to a highly sought-after brand.

Seeing how TikTok had been instrumental in connecting him with his audience, Dr. Angriawan wanted to amplify his reach further and make his marketing efforts more targeted, especially to market Mikaderma’s newly launched skincare line. That’s when he turned to TikTok Promote, an in-app advertising tool designed to help small business owners like Dr. Angriawan leverage their content to achieve specific goals such as getting more followers, or driving more traffic to their online stores.

The Solution

Dr. Angriawan uses TikTok Promote in two ways: to maintain and establish his personal branding by continuously expanding his audience reach, and to drive his business growth by directing more traffic to the skincare line’s shop on TikTok. By using TikTok Promote’s analytics, he was able to gain valuable insights into the types of videos that worked well for his goals.

The Results

After Dr. Angriawan utilized TikTok Promote, he gained an additional 3.2 million views. With more audience watching his content, his audience engagement was also amplified through Promote, leading to an additional 13,400 followers, 305,000 likes, 3,000 comments, and 78,000 website visits.

Meanwhile, TikTok Promote also significantly contributed to his business revenue growth. Just ten months after he started using TikTok Promote, he accumulated nearly 500,000 clicks to his TikTok Shop product pages.

These visits have since brought him an impressive six-fold increase in sales, prompting him to drive up his skincare line’s production scale. In the beginning, he started with only one product line on his TikTok Shop, selling only 500 pieces per month. The success brought about by TikTok Promote has enabled him to now retail nine lines of products with up to 3.000 product sales per month, generating over IDR172.000.000, and allowing him to break even in just three short months.

With TikTok Promote, Dr. Angriawan has seen his e-commerce business grow consistently, and his brand’s visibility has improved. TikTok now serves as one of the primary referrals for his clinic, accounting for 50% of his daily walk-in patients.

With all the encouraging progress, Mikaderma, the small-town dermatological clinic, is now expanding, with two new clinics opened in the last two years and more in the pipeline.