A turning point for the brand?  TikTok and pharmaceutical marketing

A turning level for the model? TikTok and pharmaceutical advertising

Within the age of digital domination, social media platforms have turn into a go-to for healthcare manufacturers to disseminate content material to sufferers and medical doctors. Amongst these platforms, TikTok continues to be the least used. Pharmaceutical advertising executives have acknowledged TikTok’s potential as a promotional platform, however manufacturers stay gradual to undertake a TikTok advertising technique. The reality is, in a world the place manufacturers compete for consideration, TikTok affords a singular alternative for pharmaceutical manufacturers to face out and make an impression. Pharmaceutical advertising executives should acknowledge that the social technique that labored in 2021 won’t work in 2023.

We discover how TikTok is revolutionizing model recall and talk about the platform’s demographics and statistics, highlighting its worth in reaching each sufferers and clinicians.

Launched in 2016, TikTok has turn into one of many quickest rising social media platforms. Whereas it stays a truth {that a} important proportion of TikToks customers are beneath the age of 30, the platforms’ relevance to pharmaceutical firms extends past this demographic. 2023 information from Adweek1 means that the consumer base is getting older, which implies TikTok is not only a social media platform for Era Z. It is time to bust the parable that TikTok is just for the youthful era.

As a strategic data-driven marketer, I am at all times enthusiastic about letting the numbers converse for themselves. In the US alone, in accordance with 2023 information from Statista, there are roughly 138 million energetic TikTok customers.2

The gender break up is 60% feminine and 40% male; and on common, customers open the app eight occasions a day.2

Let’s problem some stereotypes. Regardless of the frequent notion that TikTok is used primarily by Gen Z, here is a better have a look at its consumer base, in accordance with Statista’s 2022 stats:3

  • 7% of customers are over 50 years previous, round 9.6 million people.
  • 14% are between 40 and 49 years previous, about 19 million people.
  • 17% are between 30 and 39 years previous, about 23 million people.
  • 62% are between 18 and 29 years previous, round 85 million people.

Subsequent time somebody tries to dismiss the platform as irrelevant to our older goal inhabitants, hit them with these numbers from Statista: A whopping 9 million TikTok customers are over 50, and a whopping 19 million are over 40.3

TikTok reaches sufferers and medical doctors

TikTok affords pharmaceutical firms the chance to attach with sufferers and medical doctors in a wide range of methods. One efficient strategy is thru unbranded illness training content material, utilizing audio traits and well-liked hashtags to create movies that inform sufferers about numerous well being situations.

It is vital to notice that TikTok customers are extremely engaged, spending a powerful common of 95 minutes a day on the app, in accordance with Sensor Tower.4 This means a desire for longer movies, which generate extra engagement and views. Consequently, manufacturers are producing longer content material, akin to vlog-style movies and storytelling, to make a deeper reference to their audience.

Along with unbranded academic content material, TikTok additionally gives an efficient means for pharmaceutical firms to advertise their branded merchandise to medical doctors. It’s price noting that 68% of TikTok customers, in accordance with the platform’s statistics, discover the promoting content material on the platform distinctive or completely different from another platform.5

Medical doctors are actively utilizing TikTok, as evidenced by the numerous hashtags associated to numerous medical specialties, akin to #oncologist, #ophthalmologist and #heart specialist. By leveraging traits, pharmaceutical firms can even simply determine digital opinion leaders and interact them in model influencer campaigns to additional push the model narrative.

The exponential progress and engagement potential of TikTok within the pharmaceutical trade is exemplified by this inside instance. With a modest $1,000 trial price range, a single video of a healthcare affected person product that includes actual (non-animated) individuals garnered greater than 221,000 video views in simply 9 days. The spectacular variety of views translated into a complete watch time of 189 hours, 1,029 new followers and 1,362 web site visits, highlighting the numerous impression TikTok can have on model consciousness and engagement. It is a testomony to the ability of the platform and underscores the potential it holds for pharmaceutical manufacturers trying to broaden their attain and join with new audiences.

TikTok advertisements and compliance

In terms of TikTok advertisements, there are a number of varieties to contemplate. The Spark advert have to be revealed organically and linked to a accomplished TikTok profile. Whereas it could seem organically to customers of their TikTok feed, it’s going to look completely different when it seems as an advert, with a call-to-action (CTA) button, hyperlink, and sponsored name. Solely clicking on the CTA button will customers be directed to the touchdown web page.

Alternatively, the non-Spark advert will solely seem to customers as a paid advert with a CTA button and sponsored callout. The shopper would not want to decide on a profile image, however they need to. Clicking on the username, caption, CTA button or profile image or swiping left will take the viewer to the touchdown web page. It is vital to contemplate the kind of advert that works finest in your wants and targets.

Guaranteeing compliance for pharmaceutical advertisements could be a problem, however TikTok gives a really comparable answer to Instagram See prescribing data. The platform affords an Add a disclaimer hyperlink that opens inside its built-in browser. The disclaimer can hyperlink to textual content on a web site or to a PDF hosted on a web site. With TikTok’s user-friendly compliance instruments, pharmaceutical advertisements could be each efficient and compliant.

We regularly get questions on TikTok. Listed below are a few TikTok FAQs that could be useful:

Can feedback be turned off? Sure, feedback could be turned off when posting a video or organising an advert.

Can hyperlinks be utilized in captions? Sadly no. Like Instagram, the one place a hyperlink works on TikTok is within the profile. Profiles can have a hyperlink within the bio as soon as they attain 1,000 followers, and each advert can have a hyperlink included within the CTA. Subtitles are restricted to 150 characters, together with hashtags, and feedback have the identical character restrict as effectively.

In terms of video specs, TikTok movies use the identical specs as Instagram Reels and YouTube shorts, with a side ratio of 9:16 or 1080×1920 pixels.

Finest practices for pharmaceutical firms

Pharmaceutical organizations have rather a lot to realize through the use of TikTok as a promotional platform, but it surely’s vital to stick to finest practices. To achieve success on TikTok, it is essential to create content material that’s each informative and entertaining, as customers are in search of partaking content material that resonates with them. Animated content material shouldn’t be as efficient as real-world video content material, as customers need the content material to be relatable.

The first purpose of social media is to advertise significant engagement together with your viewers. Subsequently, you will need to attempt to preserve the feedback. By genuinely addressing the feedback and messages acquired, pharmaceutical firms can set up a loyal following and develop a robust model identification that resonates with their goal demographic. To attain this in a compliant method, it is suggested that you’ve got a sturdy neighborhood administration course of and response protocol, which ought to keep a humane tone of voice. By interacting with customers, pharmaceutical firms can improve model consciousness and set up themselves as thought leaders within the trade.

TikTok represents a strong platform that has the potential to revolutionize the best way pharmaceutical firms promote their merchandise and attain out to each sufferers and medical doctors. With its massive and numerous consumer base, coupled with an enticing and interactive format, it affords an unprecedented alternative to attach with audiences and rework model recall.

References

  1. Nover, S. TikTok is rising, as are its customers. Adweek. Could 20, 2020, https://www.adweek.com/performance-marketing/tiktok-is-growing-up-and-so-are-its-users/
  2. Distribution of TikTok customers worldwide as of January 2023, by gender. 2023. Statesman. February 6, 2023, https://www.statista.com/statistics/1299785/distribution-tiktok-users-gender
  3. TikTok – Stats & Info. Statesman. 23 November 2023, https://www.statista.com/matters/6077/tiktok/#topicOverview.
  4. Almost a 3rd of TikTok’s put in base makes use of the app each day. Sensor tower. July 2022, https://sensortower.com/weblog/tiktok-power-user-curve
  5. Nielsen examine reveals TikTok is a good place for discovery, content material extra
  6. Genuine. TikTok, https://www.tiktok.com/enterprise/en-US/weblog/nielsen-study-tiktok-discovery-content-authentic

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