Pharma Goes TikTok

Pharma Goes TikTok. According to a 2021 Deloitte study, trust is the main deficit in the pharma industry. In 2023 we expect more pharma brands to attempt to rebuild that trust by collaborating with influencers/creators in the spreading of messages around diseases and medical issues, veering away from any product related information.

#MedicalTikTok is home to millions of short-form health- related videos, created by both HCPs and patients with little brand involvement. They share knowledge and personal journeys, forming powerful and emotive communities.The same regulations for brands in the industry do not apply to individual users on these platforms, so we also see Health Care Professionals (HCPs) contradicting each other and unethical patient information being shared.

Another concern is that Gen Z is increasingly using social media as a search tool which can lead to inappropriate or inaccurate information. So this is the most opportune time for pharma companies to make their voice heard in these spaces.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, especially when dealing with sensitive topics such as HIV..