Viral marketing in life sciences: The B2B TikTok dilemma

Written by PR & Social Executive Charlotte Winspear

The allure of viral marketing is undeniable, offering brands unprecedented reach and engagement.

However, for life science companies operating in a highly regulated environment, the pursuit of virality can be fraught with challenges. This is particularly true when considering platforms like TikTok, which are traditionally associated with B2C marketing.

?? The TikTok phenomenon

TikTok’s meteoric rise has captured marketers’ attention worldwide. Its short-form video format, combined with a powerful algorithm, has the potential to propel content to a vast audience. For B2B companies, this presents an opportunity to tap into new demographics and showcase a different side of their brand that may appeal to the recruitment candidate persona.

The case of Donghua Jinlong, a Chinese ingredients manufacturer, illustrates the power of TikTok’s virality. The company’s videos unexpectedly went viral, garnering millions of views and sparking a wave of user-generated content. While not directly targeting consumers, Donghua Jinlong benefited from increased brand awareness and a playful association with internet humor.

?? Balancing B2B and B2C

The Donghua Jinlong phenomenon raises questions about TikTok's suitability for B2B pharma marketing. Can a platform known for dance trends and viral challenges effectively serve the needs of businesses targeting highly specialized audiences?

The answer lies in strategic alignment. TikTok is constantly evolving and appealing to older demographics with its educational and informative content. It can be a valuable tool for B2B companies when used purposefully and as part of a broader marketing strategy. For example, life science companies can leverage TikTok to:

• Showcase company culture: Give potential employees and partners a glimpse into the company’s values and work environment.
• Highlight thought leadership: Share insights from industry experts in an engaging and accessible format.
• Educate and inform: Distill complex scientific concepts into bite-sized educational content.

However, it is crucial to approach TikTok with a clear understanding of its limitations and potential risks.

?? The challenges of using TikTok for pharma companies

Pharmaceutical companies face unique challenges when using TikTok for marketing compared to other platforms, primarily due to the industry’s highly regulated nature and TikTok’s audience and content style.

• Regulatory concerns: Strict guidelines govern the promotion of prescription drugs, requiring careful adherence to regulations, clear evidence, disclaimers and fair balance. TikTok’s fast-paced, user-generated content can make it difficult to control the narrative and ensure compliance.
• User-generated content: TikTok’s lack of control over user-generated content can expose pharma companies to misinformation and unsubstantiated claims, potentially leading to legal and reputational risks.
• Audience alignment: TikTok’s audience, while growing and diversifying, is still primarily composed of younger demographics. This may not align with the target audience of many B2B pharmaceutical companies.
• Content style: TikTok’s content often relies on humor and trends, which can be difficult to reconcile with the serious nature of pharmaceutical products and the industry’s focus on scientific information.
• Brand reputation: The wrong kind of viral content can damage a company’s reputation, especially in a field where trust and credibility are paramount.

?? Navigating the TikTok landscape

To successfully navigate the TikTok landscape, life science companies must adopt a cautious and strategic approach. This includes:

• Understanding the platform: Familiarize yourself with TikTok’s unique format, trends and community norms.
• Setting clear objectives: Define what you want to achieve with your TikTok presence and tailor your content accordingly.
• Monitoring and adapting: Regularly track your content’s performance and be prepared to pivot your strategy based on audience feedback and regulatory considerations.
• Partnering with experts: Consider collaborating with a specialist marketing agency experienced in life sciences and digital marketing to ensure compliance and maximize impact.

?? The future of B2B pharma marketing

The Donghua Jinlong phenomenon serves as a reminder that the digital landscape is constantly evolving. Life science companies must stay attuned to emerging trends and be willing to experiment with new platforms and formats.

Although TikTok may not be suitable for every B2B pharma marketing campaign, it offers a unique opportunity to connect with audiences creatively and engagingly. By approaching the platform with a strategic mindset and a commitment to compliance, life science companies can harness the power of viral marketing to achieve their business goals.

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