Pharma Goes TikTok

Pharma Goes TikTok. #MedicalTikTok is home to millions of short-form health-related videos, created by HCPs and patients with little brand involvement. Knowledge and personal journeys are being shared, forming powerful and emotive communities. Given the industy trust problem, in 2023 more pharma brands will attempt to build trust by collaborating with influencers/creators on TikTok. They will work to spread messages around diseases and medical issues, veering away from any product related information. Influencers are an effective and efficient vehicle to normalize important health conversations that may be uncomfortable to discuss, especially in certain religious or cultural communities. Merging educational and fact-based information with empathy and kindness can also help, even when dealing with sensitive topics.