TikTok is the seventh most used social platform in the world with 689 million active global users. Given its popularity, is this a platform that pharma marketers should use to engage with patients and doctors? The answer is, as always, it depends.

The platform is particularly suited for unbranded campaigns targeting an audience under 30. Amelia Eanes and Mark Stechschulte propose using established formulas currently circulating on the platform in order to encourage organic participation. One example would be a “question and answer” campaign, where one user kicks things off by asking a question and providing their answer, and then other users can add their own answers to the original question. Embedding an initiative like this within a Patient Ambassador® campaign can augment the impact. An initiative like this should only include participants who are excited to be featured in such a way. Read more at PM360: https://www.pm360online.com/whats-your-ultimate-tiktok-campaign-pitch/?GTTabs=5