It’s time for pharma brands to recognize the potential of TikTok as a promotional platform and develop a strategy to not only stand out but make an impact.
Social media platforms have become a go-to for healthcare brands to disseminate content to patients and physicians. Among these platforms, TikTok continues to be utilized the least. Pharmaceutical marketing executives have recognized the potential of TikTok as a promotional platform, but brands remain slow to adopt a TikTok marketing strategy. The truth is, in a world where brands are competing for attention, TikTok provides a unique opportunity for pharma brands to stand out and make an impact. Pharma marketing executives need to recognize the social strategy that worked back in 2021 won’t work in 2023.
TikTok provides an opportunity for pharma companies to connect with patients and physicians in various ways. One effective approach is through unbranded disease education content, using popular audio and hashtag trends to create videos that inform patients about various health conditions.
In addition to unbranded educational content, TikTok also provides an effective way for pharma companies to promote their branded products to physicians. It’s worth noting that 68% of TikTok users —per the platform’s statistics — find advertising content on the platform unique or different from any other platform.
Physicians are actively using TikTok, as evidenced by the numerous hashtags related to various medical specialties, such as #oncologist, #ophthalmologist, and #cardiologist. By leveraging trends, pharma companies can also easily identify digital opinion leaders and engage them in brand influencer campaigns to propel brand narrative even further.
Read more: A Brand Game-Changer? TikTok and Pharma Marketing (pharmexec.com)
