Being where the next generation is
Galenica reaches the important target group of young adults by posting authentic videos on TikTok and Instagram produced by its own employees. The successful pilot project will be continued in 2025 as an integrated part of the marketing mix.
The importance of social media for the target group of young adults should not be underestimated. Traditional media such as TV and print have lost much of their reach in this age group. Instead, among young people, platforms such as TikTok and Instagram dominate daily media consumption and the way they seek out information. With the “Amavita social media” pilot project, Galenica tested in the financial year whether and how people under the age of 35 can be reached on the relevant social media channels.
From the outset, the company relied on its own employees as ambassadors and on an internal team as producers. From the initial idea to publication, all steps are implemented internally. The Group’s pharmacy assistants appear on the TikTok and Instagram channels with authentic and informative video content, depending on the time of year and in line with the marketing plan, covering different topics. For example, they explain how to prevent Lyme disease and remove ticks correctly in good time for tick season. The main topic “Women” is, for example, about the morning-after pill.
Around 50 videos on 17 different topics were created. To maximise impact, a combination of organic and paid content was posted. The analytics demonstrated that the strategy works. The pollen allergy campaign, for example, reached 1.2 million people. Galenica will continue to maintain a similar social media presence in 2025. At the same time, the various channels – including the customer magazine, newsletter, website and social media posts – will be linked even more closely to ensure consistent and effective communication.