Mar­ket­ingRx roundup: Ab­b­Vie joins Tik­Tok with friend­ly ex­pert chats; Pfiz­er shops $2.8B mar­ket­ing ac­count

Ab­b­Vie joined the hip­ster crowd on Tik­Tok with a new cor­po­rate brand­ed US han­dle. Launched a few weeks ago, the ac­count al­ready has five short videos with Ab­b­Vie ex­perts ca­su­al­ly talk­ing about top­ics in­clud­ing eczema, Crohn’s dis­ease and biopo­lar dis­or­der.

The tu­to­r­i­al-like videos use a light touch and con­ver­sa­tion­al style to draw in­ter­est. In one Tik­Tok, Ken Kramer, Ab­b­Vie’s psy­chi­a­try ther­a­peu­tics head, looks up­ward at an on­screen text box ques­tion about the dif­fer­ence be­tween bipo­lar de­pres­sion and de­pres­sion and says, “That’s a re­al­ly good ques­tion,” be­fore be­gin­ning to lay out the dif­fer­ences in easy-to-un­der­stand lan­guage.

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