Welcome to TikTok, AbbVie.
The pharma giant recently joined the social media platform, accruing nearly 200 followers and thousands of views across five videos.
The bio on the company’s verified account on the app says “Discovering & delivering medicines.👩🔬This channel is for US audiences only.”
AbbVie’s videos offer educational content about a number of medical conditions including eczema, gastrointestinal symptoms, mental health disorders and Crohn’s disease. Notably, the company has the comments section turned off.
While pharma has largely been slow to embrace TikTok from an organizational perspective, AbbVie joins the likes of fellow drugmaker Amgen on the app. The biotech’s official account, which already follows AbbVie, has posted 41 videos since June 2022 and has racked up more than 3,200 followers and 30,600 likes.
Medical marketers have long-eyed utilizing the viral app with more than 1 billion monthly active users as a way to promote the efforts of the brands they represent. How to do so in a way that makes campaigns effective is the question.
One consistent message to pharma and biotech companies looking to exist on the app is to do so with succinct and authentic content.
However, beyond merely being present on these platforms, a recent Ogilvy report urged pharma brands to be proactive in their approach. By prioritizing the strategic execution of social media strategies, companies can better communicate with patients and healthcare professionals.
The report also suggested that TikTok lends itself to organic content, urging brands to “tailor your tone and content towards that.”
AbbVie’s decision to join TikTok also comes amid renewed scrutiny of the Chinese-owned app’s access to digital data from Americans.
On Monday, the White House announced that federal agencies have 30 days to ensure they do not have TikTok on any federal devices. The ban is already in place at several agencies including the Departments of Defense, Homeland Security and State.
Additionally, AbbVie joined TikTok just before releasing its most recent financial earnings report, supported by full-year net revenues of $58 billion, marking an increase of 3.3% year-over-year. Its immunology portfolio also recorded $28.9 billion during 2022.