Measured Updated dailyMarkdown copy
Quote the brush-off doctors gave patients
A viral health and wellness format on TikTok and Instagram
Open by quoting the exact dismissive thing a doctor told a patient group, or contrast a huge diagnosis with a tiny response.
4
accounts it worked for
19x
median, times their usual
#18
of 53 in health and wellness
Angle
Talking head
Why it works
Viewers recognise their own experience and react with outrage and validation, which drives comments and shares.
Hook formulaSo you're telling me I was [big problem] and was given [tiny solution]?
How to make it
- 1Name the specific patient group or situation
- 2Quote the dismissal word for word, or show the size mismatch
- 3Follow with the real story or the correction
Examples
Best first, one per account. Each links to the original post.
- @perimenopause.nutrition
156K followers, TikTok
“Screaming because doctors are still telling women in perimenopause that a hormonal IUD is “the same as taking progesterone.” It isn’t.”
62x their usual views, talking head, women's health
- @drfayebate
100K followers, TikTok
“Have you ever been dismissed by a doctor?”
19x their usual views, talking head, women's health
- @milahabsy
19K followers, TikTok
“So you’re telling me I was diagnosed with a chronic syndrome that affects fertility,metabolism and mental health, and I was given a 10...”
19x their usual views, talking head, women's health
- @sarahparish.np
13K followers, TikTok
“Testosterone injections are what??”
13x their usual views, talking head, women's health
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Get the MCPMore health and wellness formats
- One-image chart viewers zoom in and save
15 accounts, median 17x their usual
- More text than the clip lets you read
17 accounts, median 8x their usual
- Open on a bizarre viral clip, then explain
11 accounts, median 17x their usual
- Weird symptom list that makes viewers self-diagnose
9 accounts, median 28x their usual
- Hook on screen, full list in caption
10 accounts, median 19x their usual
- Meme template reworded for your profession
7 accounts, median 20x their usual
- Dense list packed onto a short loop
6 accounts, median 23x their usual
- Insider confessions from a professional's seat
8 accounts, median 9x their usual
- Exact words to say at the doctor
7 accounts, median 12x their usual
- Credentials and personal stake in line one
7 accounts, median 11x their usual
How this is measured
- Every post is compared with its own account's usual reach, not with other accounts. "14x their usual" means the post got 14 times the median views of that account's recent posts.
- TikTok videos and Instagram Reels are measured on views. Instagram carousels have no view count, so they are measured on likes against the account's usual likes, and say so.
- A post makes the library at 2x its account's usual or more. A format is a repeatable move (what is said or shown, or how it is edited) that several accounts used in breakout posts. It is listed here once it worked for 3 or more different accounts.
- Formats rank on how many accounts they worked for and how far above usual, damped so a fluke on one tiny account cannot outrank a format that worked for ten.