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.
This trend originates from the report:
OGILVY - Social Media Trends 2023
#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..
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