TikTok and its development in Germany
TikTok has rapidly developed into one of the most important platforms for short videos in recent years. With over 1 billion monthly active users worldwide, the app is particularly popular with younger target groups. In Germany, TikTok enjoys a steadily growing user base, with around 20 million users who are active on the platform every day【1】. This popularity makes TikTok an important channel for social interactions, entertainment and, increasingly, for sharing health and medication experiences.
Unlike Facebook or Instagram, TikTok is based almost entirely on video content. This creates a dynamic environment in which trends and challenges play a major role. Especially for companies in the healthcare sector, including the pharmaceutical industry, TikTok opens up new opportunities for patient communication, but also challenges in the area of pharmacovigilance (PV).
Interaction possibilities and pharmacovigilance
There are various interaction options on TikTok that are relevant for pharmacovigilance:
Videos and comments:
The core function of TikTok is short videos uploaded by users. These videos can be commented on and liked by other users. The comments are of particular interest to pharmacovigilance, as users can report on their experiences with medications or treatment methods. These comments must be regularly monitored to identify and report potential adverse drug reactions (ADRs).
The challenge on TikTok is that content can quickly go viral, and therefore continuous monitoring is necessary. Comments on viral videos shared by medical influencers or pharmaceutical companies can contain valuable clues about ADRs. However, identifying such comments requires advanced technologies and a systematic approach.
TikTok Stories:
TikTok also offers the function of posting "stories" that disappear after 24 hours, similar to Instagram and Facebook. Users can react to these stories by liking them as well as commenting. These comments are particularly relevant in the context of pharmacovigilance, as users could share their experiences with medications there. Since stories are only available temporarily, they need to be monitored in real time to ensure that potentially important information is not lost.
Private messages (direct messages, DMs):
Like other platforms, TikTok allows direct messaging between users. This feature is often used for private conversations, but it can also be used to exchange information relevant to pharmacovigilance. Since these messages can contain confidential information, it is important to strictly adhere to data protection policies and have a reliable system for monitoring and documenting such messages.
Stitch and Duet videos:
TikTok offers unique interaction opportunities through "Stitch" and "Duet" functions. Users can react to existing videos or edit them and add their own content. When a user reports on their experience with a drug and other users respond with their own experiences, potentially relevant information for PV can emerge. Monitoring such content is particularly challenging because it is often shared in different formats and across multiple videos.
Special features of the TikTok platform for PV monitoring
Unlike Facebook and Instagram, TikTok does not currently offer a public API that allows for easy monitoring of content. This means that manual monitoring on TikTok can be particularly time-consuming and error-prone. The platform is also heavily influenced by rapid changes and new features, making it difficult to establish a consistent monitoring process.
Another aspect is the speed at which content can go viral on TikTok. A single video can reach millions of views in a matter of hours, making continuous, automated monitoring essential.
Monitoring with evalii®
TikTok is a platform that particularly appeals to younger users, but is also becoming increasingly relevant for health and medical devices. By systematically monitoring videos, comments and private messages, potential PV events can be identified and reported at an early stage, as required by legal requirements.
evalii® offers you the possibility to efficiently monitor your TikTok projects and campaigns and ensure that no relevant information is overlooked. With evalii® you can take advantage of modern technologies to optimize your patient communication and ensure the safety of your products.
Sources:
【1】 Statista: Number of TikTok users in Germany
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