The global pharmaceutical industry was valued at about 1.27 trillion U.S. dollars at the end of 2020. The market is further expected to reach $1700.97 billion by 2025, growing at a CAGR of 8%.
While the significant growth in the industry is indicative of the good times that await pharmaceutical companies, it also signals the massive competition that the industry would see in the coming years. Therefore, brands would have to reinvent themselves so that their core audience is well-acquainted with them.
This can be done with the help of various marketing channels that are currently available and they can learn a thing or two from the following three pharmaceutical brands that leveraged TikTok to enhance their brand awareness and drive sales.
1. Redoxon Indonesia
With the Ramadan season around the corner, pharmaceutical company Redoxon wanted to combine health and happiness with its vitamin C product.
Their Objective
Redoxon wanted to promote its product during the fasting period while associating it with a fun-filled atmosphere.
Approach & Solution
As TikTok has millions of active users in Indonesia, it was the ideal platform for Redoxon to market its product. Hence, the pharmaceutical company decided to team up with TikTok.
Redoxon launched a Branded Hashtag Challenge that revolved around a friendly dance-off during the Ramadan period and offered participants a chance to win prizes worth 100 million Rupiah in total.
Users converged on the hashtag #JanganKendorJagaImun, where they were incentivized to submit their videos while doing the challenge. The challenge included interactive and engaging elements related to the Ramadan season, and users were required to imitate mixing a Redoxon tablet with water and gulping down the water before posing in different ways to upbeat music.
The Branded Effect tool further boosted the Hashtag Challenge, which showed Redoxon’s mascot joining the participants in an added filter, thereby, increasing the engagement rate effectively. Along with the eye-catching visuals, some of the most popular Indonesian creators also appeared to drive more viewers to the challenge page.
The Result
Redoxon’s Branded Hashtag Challenge resulted in more than 37 million views while the Branded Effect led to 475,000 engagements at an engagement rate of 1.27%. Moreover, there was a 2.7% increase in their Brand Lift.
2. Clotrimazole (Canesten ®)
Clotrimazole (Canesten ®) Cream is used to treat fungal skin infections such as ringworm, athlete's foot, fungal nappy rash, and fungal sweat rash, which are quite common in the tropical Philippines.
Their Objective
Clotrimazole (Canesten ®) sought to promote its anti-fungal cream across the Philippines to help millions of potential customers keep fungal infections at bay.
Approach & Solution
Since Clotrimazole (Canesten ®) was aware of TikTok’s energetic community and the platform’s various branded solutions that could generate buzz and awareness, it decided to team up with TikTok.
Clotrimazole (Canesten ®) ran a broad Branded Hashtag Challenge campaign targeting a large number of people in the Philippines. Since fungal infections require quick treatment, the Hashtag Challenge helped Clotrimazole (Canesten ®) spread the word quickly. TikTok’s impressive content creators also came to the aid of Clotrimazole (Canesten ®).
Popular online personalities like Yanyan De Jesus, Zendee, and Criselda Alvarez created viral dance videos which were served as TopView and Brand Premium In-Feed Ads to attract users to the #GoodbyeFungiChallenge. The creative functioned as an instructional video that taught users the dance choreography for the challenge while encouraging users to come up with their creative moves.
To further amp up their Hashtag Challenge, Clotrimazole (Canesten ®) also used a Branded Effect- a grey filter with evil-looking fungi that gets wiped out by Clotrimazole (Canesten ®) cream. The brand also used branded music in their Hashtag Challenge videos.
The Result
Clotrimazole’s (Canesten ®) TikTok campaign was a major success as it garnered 59.4 million video views. The Branded Hashtag Challenge resulted in over 97,000 video creations, while the Branded Effect led to 109 million impressions across the campaign.
3. Berocca®
Berocca® is a multivitamin product used to treat or prevent vitamin deficiency due to poor diet, certain illnesses, or during pregnancy.
Their Objective
Berocca® wanted to refresh its brand image among consumers in the Vietnamese market by emphasizing the energy-boosting benefits of Berocca® Performance Mango.
Approach & Solution
Berocca® collaborated with TikTok to generate sizeable awareness around its product. Since it’s during the noon when we most need an extra hit of energy, Berocca® wanted to tie the 2 PM hour to its Berocca® Performance Mango drink so that as soon as the clock hit 2 PM and the fatigue sets in, it becomes the first energy supplement that comes to the mind.
Berocca® Performance launched the #BeroccaMango2PM Hashtag Challenge, inviting participants to join the challenge. Berocca® supported the campaign with various branded solutions including In-Feed Ads and Brand Takeover to reach out to the majority of Vietnam’s TikTok community.
Berocca® also collaborated with both celebrities and popular TikTok creators in Vietnam to generate an initial wave of organic excitement for the Hashtag Challenge. It also used its stunning brand color throughout its official videos, profile pictures, banners, and more, leaving a lasting impression, thereby, ensuring that Berocca® Performance Mango was easily recognizable by sight and sound.
The Result
The TikTok campaign performed extraordinarily well for Berocca® as the campaign resulted in 248 million views. The on-brand creatives and the catchy branded song also led to 70,000 people joining the campaign, resulting in 14 million engagements.
Bottom Line
Over the years, TikTok has emerged as a reliable marketing platform for companies operating in various niches. Owing to its diverse user base, brands can establish their presence in various target segments. Also, the various branded solutions that the platform offers make it even easier to reach out to people.
With a combination of mind-blowing content, a solid strategy, and TikTok’s immense marketing potential, you can give your brand the footing it needs to survive and thrive in the cut-throat competition that currently exists in almost every industry.