answering questions during the doubt phase
How do you win over the doubts of future healthcare students? Inholland wanted to capture attention during the orientation phase and deliberately chose the mid-funnel: informative, inspiring content on the platforms where young people are active. The mission? Answer direct questions, remove doubts, and make the step towards enrollment smaller—specifically for healthcare programs.
social-first with real students
Together with Inholland, we built a social-first strategy for TikTok that answers prospective students’ questions precisely. The starting point? Data. We collected SEO questions and popular study themes, then prioritized topics most relevant to future healthcare students. We especially looked at practical and frequently asked questions, such as “How difficult is the program?” or “Which master’s can I pursue after nursing?”
We then translated these insights into relatable, short formats where real students have their say. Honest answers, everyday situations, and clear next steps. Featuring fellow students made the content trustworthy and approachable—exactly what the mid-funnel demands.
Every video had a clear goal, gave an immediate direct answer, and started with a catchy opening. We kept the videos short and in a style that fits TikTok so they blend into the feed and more people watch until the end. Using viewership data, we constantly adjusted topics, angles, and scripts
mid‑funnel clarity
The numbers show the effect: significant growth in visibility and engagement, with direct impact on enrollments for healthcare programs.
ready to get social?
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