Pioneering Biotech on TikTok: Launching Amgen’s Digital Revolution
Recognizing the untapped potential of TikTok for biotech and pharma, I spearheaded Amgen’s groundbreaking initiative to become the first corporate biotech brand to establish a presence on the platform. With the hashtag #biotech amassing over 76 million views and demonstrating a growing demand for niche scientific content, Amgen sought to position itself as a cutting-edge, innovative leader in the industry while engaging new audiences and strengthening its digital footprint.
The purpose of this initiative was threefold: to build awareness of Amgen’s expertise and purpose-driven initiatives, to inspire internal stakeholders by highlighting the innovative and impactful nature of their work, and to attract potential talent by showcasing the dynamic culture of the organization. After revamping Amgen’s foundational digital channels like Facebook, YouTube, and Instagram, I turned to TikTok in June 2022 to expand the company’s storytelling capabilities and reach.
The launch video, “Storybook,” introduced Bea (short for Beaker), a playful animated character guiding viewers through The Amgen Story, a creative exploration of the company’s founding and evolution. Bea became an unofficial mascot for Amgen, setting the tone for future TikToks. Additional videos ranged from educational content, like an overview of generative biology and a ribbon-cutting ceremony for Amgen’s new R&D site, to trendy, relatable clips like a “Day in the Life” look at a scientist’s workday.
Since launching, Amgen’s TikTok account has achieved impressive results: 19,000 views, 700+ followers, and a 6.9% engagement rate—well above the 4.1% average for brand accounts—all through organic reach. Some videos exceeded expectations, including three garnered over 2 million views each, contributing to a staggering 3,000% growth in digital presence. These results underscore the power of short-form video content to engage diverse audiences and elevate Amgen’s reputation as an industry leader.
With plans to expand and optimize content based on early success, the TikTok initiative has become a cornerstone of Amgen’s evolving digital strategy, proving that innovative storytelling can break barriers and redefine how biotech companies connect with the world.
Innovative Social Media Campaigns with Amgen and Imre Health
I had the privilege of contributing to two award-winning social media campaigns that demonstrated the power of innovative storytelling and strategic execution in the pharmaceutical industry.
The first campaign, featured in PM360’s 2022 Innovative Strategy Awards, highlighted the launch of Amgen’s corporate-branded TikTok account. This groundbreaking initiative, developed in partnership with Imre Health, aimed to humanize the biotech company by showcasing the individuals behind Amgen’s life-saving work. Through authentic storytelling and trend-savvy content, the campaign connected with a younger audience while promoting Amgen’s mission of transforming patients’ lives worldwide. This initiative expanded Amgen’s digital presence and set a new standard for how pharmaceutical companies engage with emerging social platforms.
Building on this success, the Amgen and Imre Health team earned the 2023 PM360 Pharma Choice Gold Award for Social Media. This campaign stood out for its ability to engage audiences in a highly regulated industry while adhering to strict compliance guidelines. The creative approach leveraged compelling visuals, meaningful narratives, and an agile content strategy to resonate with both healthcare professionals and the broader public.
These campaigns reflect my dedication to creating impactful social media strategies that drive brand awareness and foster meaningful connections, even in complex and highly regulated industries.
All artwork is designed by Arie Opzeeland and Imre Health
