Post by sumaiyasumi8855 on Oct 29, 2024 23:27:36 GMT -5
TikTok is the social network of the moment. All the data supports this statement: it is the one that has grown the most in recent years worldwide, the first in the global lists of application downloads and the one that has reached 1 billion active users per month the fastest in history. The Chinese social network is, without a doubt, the place to be. It is one of the most relevant spaces to increase brand presence and connect with the target audience. A fact that we cannot ignore in our pharma strategy if we want to boost engagement with the audience.
Mistakes bulk sms marketing
and successes when developing our pharma strategy on TikTok
Pharma success stories on TikTok
Elogia Pharma, your trusted specialist agency
The social network that never stops growing
While WhatsApp and Facebook remain the most relevant networks in terms of awareness and use, according to the IAB Social Media Study 2022 , prepared by Elogia, TikTok is the one that is growing the most. The Chinese network has continued to gain users for the third consecutive year and has already reached fifth position in the global ranking, after overtaking Twitter. In addition, according to the same study, in this last year TikTok has increased its suggested awareness (from 73% to 75%) and its use (from 25% to 30%). It is also the social network with the highest number of views in 2021, with a growth of +250% compared to the previous year.
To top it off, the 2022 annual report from the DataReportal portal , developed by Kepios, provides some very interesting data: according to the latest estimates, TikTok adds an average of almost 8 new users per second .
Tiktok, a key channel in our pharma strategies
TikTok is the most downloaded app in the world . With 1.023 billion users worldwide - 15.5 million of them in Spain - more and more people are using the app in their daily lives. And they do so for longer: as the IAB 2022 study shows, users spend more hours per month on TikTok than on other platforms such as Netflix, YouTube or Spotify.
In addition to the data mentioned above, advertising statistics must be taken into account. According to Kepios and ByteDance, the company behind the application, TikTok ads reach 18.3% of the world's population. Therefore, if we are looking for visibility, effectiveness and engagement for our pharma strategies, TikTok represents one of the most powerful and potential scenarios in the current and future landscape.
The target associated with TikTok in the collective imagination is the younger generations, mostly teenagers. But the data refutes this assessment: although almost 43% of its users are between 18 and 24 years old, nearly 57% of the remaining users are over 25 years old . This tells us about a young, but adult audience, which is increasingly expanding to more age ranges. As regards the difference by gender, 56% are women and 44% are men, according to ByteDance.
As reflected in the IAB 2022 annual study, this heterogeneous group is included in the so-called ' generation T ', a group that is not defined by demographic criteria, but by the attitude and way of consuming content. This is a generation marked by a taste for knowledge and its use, and is divided into different subcultures that easily find their own space on TikTok. And as we will see later, this is a key factor that we must know how to take advantage of in order to create our pharma strategies on TikTok.
TikTok, a natural and friendly entertainment platform
What is TikTok really? The reality is that it is not so much a social network as it is an entertainment platform . TikTok is designed for the creation and distribution of short videos aimed at everyday entertainment.
Therefore, the approach to TikTok is significantly different from other platforms such as Instagram or Facebook. The codes of this application require spontaneity and creativity , it is the ideal space to humanize our brand , put a face to the content and give up perfection in exchange for a more natural and closer connection .
How to develop a pharma strategy on TikTok
For any brand or company, TikTok offers three main possibilities :
All of these options are very similar to those offered on other networks and platforms. The difference here, as we explained in the previous section, is the style and codes that we must use , especially when creating our own content.
In this sense, we can highlight three essential pillars of content authenticity for TikTok:
Creative
Inspiring
Only
Taking these principles into account, to develop a successful strategy on TikTok we must generate content that can be captured in short, timeless videos . The key is to prioritize quality over quantity , creating our own storytelling that allows us to convey the message to our users in a direct, simple and close way.
Creating awareness pills
A good option when thinking about content for our pharma strategy on TikTok is to create small disease awareness pills . These videos should be aimed at increasing users' knowledge about a certain pathology through which, to the extent possible, it allows us to give visibility to our brand, either at the laboratory level or at the product level . With them we will try to increase our followers' interest in their health and make them participate in taking care of it.
Let's not forget that, as we explained in this other article on our blog , social networks, with TikTok at the forefront, have become one of the main sources of information for users, so generating informative content is key to growing our brand within this social network. Users will use TikTok to find home remedies for some ailment, obtain information about cosmetics, beauty tips and many other topics. By creating content that answers these concerns, we will be able to position our brand among our target audience.
Join the trends on Tiktok
TikTok has proven to be the leading platform when it comes to reach and views. In fact, its interaction range is greater than that generally achieved by posts on Instagram or Facebook. In this sense, we must know how to take advantage of certain content to obtain a greater number of views on our posts.
On TikTok, it is crucial to be aware of the new trends that are constantly emerging within the platform and to participate in the dynamics that are created from them, getting involved in the conversations and in the relationship with the audience. And it is common on TikTok for some videos, audios, photos or even filters to receive the acceptance of users until they end up going viral. Using these same resources, applying some ingenuity and creativity to differentiate them from the rest and unify them with your usual message, will make your content have a greater reach.
Avoid Spam
Finally, it is also very important to avoid using clickbait or spam to try to generate engagement in a non-organic way, as this will most likely only alienate our target audience. Remember that users of this platform are looking for real answers to specific questions, and they also value creative content for both entertainment and training. Don't deceive them and avoid promoting the direct sale of products within TikTok.
Mistakes and successes when developing our pharma strategy on TikTok
In summary, here are the dos and don’ts of our disease awareness strategy for pharma on TikTok:
Pharma success stories on TikTok
Roche Farma, the first pharmaceutical company on TikTok raising awareness about disease
This summer, Roche Farma launched a TikTok account. The content they publish includes explanations about cancer and its prevention; stories of people affected by different diseases; and advice on lifestyle and self-care.
“We believe that through TikTok we have an excellent opportunity to reach out to young people and generate their interest in areas such as oncology, neuroscience or personalized medicine,” explained Beatriz Lozano, director of communication, patients and CSR at Roche Farma Spain.
Today, Roche Farma's TikTok profile has more than 4,000 followers and 62,000 likes. In addition, many of its posts have more than hundreds of thousands of views, which gives an idea of the success and effectiveness of the strategy they are carrying out on the platform.
'Pharmacists on TikTok', Dircom Ramón del Corral award
The General Council of Pharmaceutical Colleges' channel, 'Pharmacists on TikTok' , is another example of success. Launched in 2021, this summer it received the Dircom Ramón del Corral Award for its work promoting health education and encouraging the responsible use of medicines.
Through animations and short videos, this initiative aims to provide useful knowledge for the young audience present on the platform, such as accurate information about vaccines or about the use of certain medications with alcohol, such as the use of ibuprofen or paracetamol against hangovers. Thanks to this strategy, the channel already has more than 81,000 followers and more than 186,000 likes .
Guillermo Martin, the creator of #farmaciaenfurecida
In addition to companies and institutions, there are also numerous pharmacists and other health professionals on TikTok creating original and highly successful content. Guille Martín, the creator of #farmaciaenfurecida, is one of the most prominent.
On his profile, which has more than 364,000 followers and 11.8 million likes , this pharmacist and blogger uses humour to debunk health hoaxes , tell interesting facts about the daily life of a pharmacist or give advice to his followers, among many other topics. All of this is seasoned with large doses of irony and a very friendly language that connects with the public.
Mistakes bulk sms marketing
and successes when developing our pharma strategy on TikTok
Pharma success stories on TikTok
Elogia Pharma, your trusted specialist agency
The social network that never stops growing
While WhatsApp and Facebook remain the most relevant networks in terms of awareness and use, according to the IAB Social Media Study 2022 , prepared by Elogia, TikTok is the one that is growing the most. The Chinese network has continued to gain users for the third consecutive year and has already reached fifth position in the global ranking, after overtaking Twitter. In addition, according to the same study, in this last year TikTok has increased its suggested awareness (from 73% to 75%) and its use (from 25% to 30%). It is also the social network with the highest number of views in 2021, with a growth of +250% compared to the previous year.
To top it off, the 2022 annual report from the DataReportal portal , developed by Kepios, provides some very interesting data: according to the latest estimates, TikTok adds an average of almost 8 new users per second .
Tiktok, a key channel in our pharma strategies
TikTok is the most downloaded app in the world . With 1.023 billion users worldwide - 15.5 million of them in Spain - more and more people are using the app in their daily lives. And they do so for longer: as the IAB 2022 study shows, users spend more hours per month on TikTok than on other platforms such as Netflix, YouTube or Spotify.
In addition to the data mentioned above, advertising statistics must be taken into account. According to Kepios and ByteDance, the company behind the application, TikTok ads reach 18.3% of the world's population. Therefore, if we are looking for visibility, effectiveness and engagement for our pharma strategies, TikTok represents one of the most powerful and potential scenarios in the current and future landscape.
The target associated with TikTok in the collective imagination is the younger generations, mostly teenagers. But the data refutes this assessment: although almost 43% of its users are between 18 and 24 years old, nearly 57% of the remaining users are over 25 years old . This tells us about a young, but adult audience, which is increasingly expanding to more age ranges. As regards the difference by gender, 56% are women and 44% are men, according to ByteDance.
As reflected in the IAB 2022 annual study, this heterogeneous group is included in the so-called ' generation T ', a group that is not defined by demographic criteria, but by the attitude and way of consuming content. This is a generation marked by a taste for knowledge and its use, and is divided into different subcultures that easily find their own space on TikTok. And as we will see later, this is a key factor that we must know how to take advantage of in order to create our pharma strategies on TikTok.
TikTok, a natural and friendly entertainment platform
What is TikTok really? The reality is that it is not so much a social network as it is an entertainment platform . TikTok is designed for the creation and distribution of short videos aimed at everyday entertainment.
Therefore, the approach to TikTok is significantly different from other platforms such as Instagram or Facebook. The codes of this application require spontaneity and creativity , it is the ideal space to humanize our brand , put a face to the content and give up perfection in exchange for a more natural and closer connection .
How to develop a pharma strategy on TikTok
For any brand or company, TikTok offers three main possibilities :
All of these options are very similar to those offered on other networks and platforms. The difference here, as we explained in the previous section, is the style and codes that we must use , especially when creating our own content.
In this sense, we can highlight three essential pillars of content authenticity for TikTok:
Creative
Inspiring
Only
Taking these principles into account, to develop a successful strategy on TikTok we must generate content that can be captured in short, timeless videos . The key is to prioritize quality over quantity , creating our own storytelling that allows us to convey the message to our users in a direct, simple and close way.
Creating awareness pills
A good option when thinking about content for our pharma strategy on TikTok is to create small disease awareness pills . These videos should be aimed at increasing users' knowledge about a certain pathology through which, to the extent possible, it allows us to give visibility to our brand, either at the laboratory level or at the product level . With them we will try to increase our followers' interest in their health and make them participate in taking care of it.
Let's not forget that, as we explained in this other article on our blog , social networks, with TikTok at the forefront, have become one of the main sources of information for users, so generating informative content is key to growing our brand within this social network. Users will use TikTok to find home remedies for some ailment, obtain information about cosmetics, beauty tips and many other topics. By creating content that answers these concerns, we will be able to position our brand among our target audience.
Join the trends on Tiktok
TikTok has proven to be the leading platform when it comes to reach and views. In fact, its interaction range is greater than that generally achieved by posts on Instagram or Facebook. In this sense, we must know how to take advantage of certain content to obtain a greater number of views on our posts.
On TikTok, it is crucial to be aware of the new trends that are constantly emerging within the platform and to participate in the dynamics that are created from them, getting involved in the conversations and in the relationship with the audience. And it is common on TikTok for some videos, audios, photos or even filters to receive the acceptance of users until they end up going viral. Using these same resources, applying some ingenuity and creativity to differentiate them from the rest and unify them with your usual message, will make your content have a greater reach.
Avoid Spam
Finally, it is also very important to avoid using clickbait or spam to try to generate engagement in a non-organic way, as this will most likely only alienate our target audience. Remember that users of this platform are looking for real answers to specific questions, and they also value creative content for both entertainment and training. Don't deceive them and avoid promoting the direct sale of products within TikTok.
Mistakes and successes when developing our pharma strategy on TikTok
In summary, here are the dos and don’ts of our disease awareness strategy for pharma on TikTok:
Pharma success stories on TikTok
Roche Farma, the first pharmaceutical company on TikTok raising awareness about disease
This summer, Roche Farma launched a TikTok account. The content they publish includes explanations about cancer and its prevention; stories of people affected by different diseases; and advice on lifestyle and self-care.
“We believe that through TikTok we have an excellent opportunity to reach out to young people and generate their interest in areas such as oncology, neuroscience or personalized medicine,” explained Beatriz Lozano, director of communication, patients and CSR at Roche Farma Spain.
Today, Roche Farma's TikTok profile has more than 4,000 followers and 62,000 likes. In addition, many of its posts have more than hundreds of thousands of views, which gives an idea of the success and effectiveness of the strategy they are carrying out on the platform.
'Pharmacists on TikTok', Dircom Ramón del Corral award
The General Council of Pharmaceutical Colleges' channel, 'Pharmacists on TikTok' , is another example of success. Launched in 2021, this summer it received the Dircom Ramón del Corral Award for its work promoting health education and encouraging the responsible use of medicines.
Through animations and short videos, this initiative aims to provide useful knowledge for the young audience present on the platform, such as accurate information about vaccines or about the use of certain medications with alcohol, such as the use of ibuprofen or paracetamol against hangovers. Thanks to this strategy, the channel already has more than 81,000 followers and more than 186,000 likes .
Guillermo Martin, the creator of #farmaciaenfurecida
In addition to companies and institutions, there are also numerous pharmacists and other health professionals on TikTok creating original and highly successful content. Guille Martín, the creator of #farmaciaenfurecida, is one of the most prominent.
On his profile, which has more than 364,000 followers and 11.8 million likes , this pharmacist and blogger uses humour to debunk health hoaxes , tell interesting facts about the daily life of a pharmacist or give advice to his followers, among many other topics. All of this is seasoned with large doses of irony and a very friendly language that connects with the public.