From TikTok to Treatment: Breaking New Ground in Health Marketing
In the fast-paced world of digital marketing, pharmaceutical companies are increasingly turning to TikTok to connect with audiences in innovative ways. This popular platform, known for its dynamic and engaging content, is proving to be an effective tool for brands to raise awareness and foster patient engagement. By leveraging TikTok’s unique features, these companies are not only reaching a wider audience but also creating memorable and impactful experiences.
From sharing patient stories, crucial health information to offering soothing content and interactive challenges, pharmaceutical brands are tapping into the creativity and viral potential of TikTok to make a difference. Their strategies often blend entertainment with education, making it easier for users to connect with important health messages while having fun. This approach is setting a new standard for how the industry can engage with patients and the public.
As the use of TikTok continues to grow, it’s clear that pharmaceutical companies are finding new and effective ways to utilize this platform. By crafting content that resonates with users and integrates seamlessly into their daily lives, these brands are trying to redefine how they communicate health and wellness in the digital age.
Case 1
Biomarker Testing (US)
Genentech Leverages Social Media to Raise Awareness About Biomarker Testing with Patient Stories
Genentech is utilizing Facebook and TikTok to spread awareness about the importance of biomarker testing in lung cancer patients. Through a series of videos featuring patients with ALK-positive non-small cell lung cancer (NSCLC), the company emphasizes the significance of “Asking About ALK.”
As a leading provider of Alecensa, a targeted treatment for ALK-positive NSCLC, Genentech recognizes the crucial role biomarker testing plays in identifying patients who may benefit from this therapy. Research has shown that patients with ALK-positive lung cancer have improved outcomes with Alecensa, with a significant proportion remaining alive after five years.
Despite the potential benefits of biomarker testing, many cancer patients remain unaware of its importance. A recent survey revealed that only 49% of cancer patients were tested for biomarkers, and fewer than 1 in 7 patients proactively requested the test. Genentech aims to empower patients to advocate for themselves and ensure they receive appropriate testing.
The company’s social media campaign features videos of young people who were diagnosed with NSCLC and have benefited from biomarker testing. These patients share their personal stories, emphasizing the importance of early detection and targeted treatment.
Case 2
Migraine Relief Tok
AbbVie Breaks the Mold with Calming Content on TikTok
Targeting migraine sufferers, AbbVie’s “Migraine Relief Tok” campaign isn’t pushing medication. Instead, it encourages users to take a break from the very platform that can trigger migraines – constant screen time.
Through a series of short, visually calming videos featuring serene landscapes and nature sounds, AbbVie invites viewers to relax and “breathe in, breathe out.” The campaign subtly connects mindful practices like focusing on gently passing waves or the soft pitter-patter of rain with migraine relief.
This approach builds on AbbVie’s earlier “Anytime, Anywhere” campaign that used traditional TV ads to showcase people managing migraines in everyday situations. Now, they’re leveraging TikTok’s unique format to provide immediate stress relief while subtly reminding viewers of Ubrelvy as a potential solution.
The strategy seems to be working. AbbVie’s verified “Ubrelvy” account has already garnered over 80,000 likes and 6,000 followers, with their calming videos racking in millions of views each. By prioritizing user well-being over immediate sales, AbbVie is establishing a positive brand association and capturing attention in a crowded digital landscape.
Case 3
Lumify Eye Dance Challenge (US)
Bausch + Lomb is using TikTok to promote its Lumify eye drops through a dance challenge.
Bausch + Lomb is leveraging the popularity of TikTok to promote its Lumify eye drops. The company has launched a dance challenge called #LUMIFYEyeDance, encouraging consumers to create and share eye dance videos for a chance to win a makeover with the celebrity makeup artist Vincent Oquendo, including travel, accommodations, and a $500 gift card.
The campaign aimed to increase brand awareness and drive sales for Lumify, which has already gained significant traction on TikTok.
To enter the challenge sweepstakes, consumers needed to post a video of their eye dance on TikTok set to the Lumify song using the two official hashtags: #LUMIFYEyeDance and #WinIt.
The company also launched a so-called “sampling tour” that will run through four major U.S. metropolitan cities (including New York and Los Angeles) next month. The tour will have pop-up events for a Lumify “branded tiny home.”
The tiny home includes a refreshment bar “and interactive experiences” such as mini masterclass sessions taught by prominent local makeup artists. In addition, local social media influencers will be able to record their TikTok eye dance videos at a “selfie station.”
Key Takeaways:
our cut ABBOVE
We saw
Authentic Storytelling: Pharmaceutical companies are using platforms like TikTok to share real patient stories and experiences, making complex health topics more relatable and engaging.
Creative Engagement: Brands are employing innovative formats such as calming videos and interactive challenges to captivate their audience and drive meaningful interactions.
Integrated Promotion: There is a trend of blending product promotion with entertaining content, such as dance challenges and soothing visuals, to enhance brand visibility and user engagement.
We learned
The Power of Real Stories: Real patient stories and authentic content resonate more deeply with audiences, driving higher engagement and awareness compared to traditional advertising methods.
Effective Use of Platform Features: Leveraging the unique aspects of TikTok, such as interactive challenges and calming visuals, can significantly boost user participation and brand recall.
Holistic Approach to Health Promotion: Combining educational content with entertainment and wellness practices creates a more holistic approach to health marketing, appealing to both the emotional and practical needs of consumers.
This encourages us to
Innovate with Format: Use creative and engaging formats tailored to specific platforms, such as interactive challenges or soothing content, to capture attention and enhance the effectiveness of our marketing efforts.
Embrace Authenticity: Integrate genuine patient experiences and personal stories into our campaigns to foster deeper connections and build trust with our audience.
Make it more entertaining: Combine educational content with entertaining elements to create campaigns that not only inform but also engage and inspire positive health behaviors among consumers.
Triggers for innovation
How can we leverage the viral nature of platforms like TikTok to transform traditional health education into interactive and engaging experiences?
How might we incorporate real-life patient stories and user-generated content into digital campaigns to enhance authenticity and build trust?
What if we use social media challenges and interactive events to not only promote products but also encourage positive health behaviors?
How might we combine product promotion with engaging activities like dance challenges or mindfulness exercises to create a dynamic and enjoyable way for consumers to connect with health messages and enhance their overall well-being?
How can we allow patients to share their personal experiences through social media can create powerful connections with viewers, fostering a sense of community and increasing awareness about important health issues and treatments?
What if we create content that not only informs but also entertains, in order to capture attention and drive meaningful conversations about health topics, making critical information more accessible and memorable for a broad audience?
ABBOVE TEAM