By Shira Kramer, Managing Editor
In the age of TikTok and Instagram, it has become much easier for large companies to appeal directly to consumers. Health companies use the apps to populate new trends of their own. Social media has provided easy ways for all types of businesses to increase their marketing efficiently and cost-effectively. For companies like pharmaceutical brands and fitness apps, TikTok allows them to showcase their products using real-life consumers. However, while social media is a useful tool for businesses, it can also open the doors for unreliable healthcare companies to sway consumers.
According to the National Institute of Health’s National Library of Medicine, over 70% of health companies utilize social media for marketing and increased business. One of the easiest ways that healthcare companies can build credibility is through content creation. For example, during COVID-19, popular healthcare news corporation WebMD began filming Instagram Q and A sessions to engage with their users. This marketing strategy helps build direct connections with consumers and creates a sense of community within their platform. Additionally, WebMD is widely known for combating misinformation on a multitude of health concerns. These Instagram tools help them spread reliable medical advice provided by authentic medical professionals.
Similarly, the popular Mayo Clinic produces educational videos on their TikTok to break down common diseases, treatments and wellness tips. These clips often feature medical professionals speaking in a conversational tone, shifting far from the common archetype of doctors being unapproachable. Through these short videos, the Mayo Clinic makes its educational information both digestible and memorable.
Skincare companies like Neutragena have surprisingly latched onto a popular marketing strategy, using influencers from reality TV shows to promote their products. Specifically, Neutragena’s series of “Hydro House” commercials is a fun spin on reality dating shows like Love Island. In this series of commercials, seven influencers competed for the attention of the Hydro Boost Cleanser. “What if we compare how people settle for cleansers with the over-saturation of dating options and show them that they don’t have to settle, just like you don’t have to settle in your dating life?” said Movers+Shakers associate strategy director Megan Herren, a partner on the Neutrogena project. By using both popular influencers and fun reality dating show scenarios, they achieved something skincare product commercials have never seen before: consumers eagerly waiting for the next commercial to be released.
While these incredible marketing strategies help health companies sell and promote their products, some unreliable businesses are slipping through the cracks. They may be using ethical marketing, but the efficacy of their products is unproven.
A strategy that relates to this is the use of celebrities to promote businesses. However, many people believe that celebrity health companies have serious flaws in production. The people who buy these products do so because they see their favorite celebrity’s name behind them. Yet, their backing doesn’t necessarily mean scientifically proven products.
For example, Gweneth Paltrow’s lifestyle brand GOOP is one of the most successful companies in the industry right now. According to goop.com, their popular vaginal eggs “clear chi pathways in the body, intensify femininity, and invigorate our life force.” However, these health benefits were proven to be completely unfounded, as officials in Santa Clara found the science behind this product to be lacking. Since then, GOOP has agreed to pay $145,000 in settlement money and refund customers from January to August of last year.
Additionally, trends like Detox Tea and weight loss products have swept through Tiktok, promoting easy ways to debloat and lose weight fast. These teas and supplements trick consumers into believing that there are shortcuts and cost-effective ways to lose weight at a rapid pace.
Flat Tummy Co promoted an appetite suppressant lollipop that encouraged customers to “suck” their hunger away. Even Kim Kardashian helped promote this company on her Instagram. Their use of influencers and popular color schemes encouraged consumers to buy their products regardless of how toxic they were for younger audiences. While this company is still active, strong campaigns fighting against their promotion have prevailed on TikTok.
Regardless of the enticing advertisements, consumers should look into products before ingesting anything found on social media. With updated innovations, marketing for businesses is ever changing. Just like business tactics are always growing, consumer research should too.