Think it's just teens on TikTok? Think again, pharma marketers. Gen X and baby boomers are fueling the popular social media channel's growth.

#Phar­ma­Tok: Am­gen, AZ join grow­ing num­ber of phar­ma mar­keters on the so­cial video chan­nel

Move over Face­book, phar­ma mar­keters are get­ting hip to Tik­Tok. Am­gen and As­traZeneca are two of the newest — with brand­ed work for co-mar­ket­ed se­vere asth­ma med Tezspire — join­ing the in­flux of phar­ma com­pa­nies pi­lot­ing mar­ket­ing ef­forts on the so­cial video chan­nel.

Am­gen and AZ de­buted their ef­fort by adopt­ing pop­u­lar Tik­Tok trends to bet­ter con­nect with users. For in­stance, the team is us­ing the “Tell me with­out telling me” trend in its newest post in which a young woman says, “Tell me you have se­vere asth­ma with­out telling me. I’ll go first.” She then runs down a dai­ly check­list in­clud­ing check­ing air qual­i­ty, nev­er leav­ing home with­out her in­haler and tak­ing the Tezspire her al­ler­gist added to her treat­ment plan.

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