1. The Impact of Medical KOLs on Tiktok

Medical KOLs on TikTok are often healthcare professionals (doctors, residents, nurses…) or medical students who share simplified health content. As early as 2021, there were an estimated 3.8 million healthcare professionals active on TikTok. Influencer doctors like Dr. Noc, Dr. Youn (plastic surgeon), and DermDoctor (dermatologist) each have millions of followers (source: everybodyagency.com), highlighting the public’s interest in medical voices on social media. Their videos cover a wide range of topics: prevention, explanation of diseases, debunking of treatments, personal testimonies, responses to viral health trends, etc.

This strong presence helps democratize medical knowledge. Some physicians manage to reach young audiences usually disconnected from traditional channels. For instance, medical student Joel Bervell became known as a « medical mythbuster », garnering over 140 million views with his educational videos tackling myths and inequalities in healthcare (source: aamc.org).

Others, like epidemiologist Katrine Wallace, use TikTok to debunk misinformation. Her account, aimed at reassuring the public during COVID-19, quickly gained 280,000 followers and actively combats conspiracy theories by directing viewers to reliable sources (CDC, health authorities) (source: healthline.com).

Through these KOLs, TikTok can serve as a platform for health education and even improve health literacy among some users.

However, their influence isn’t always positive. TikTok’s viral format (short, punchy videos) allows both accurate and misleading content to flourish. Alarmingly, health-related videos from non-health professionals receive five times more views on average than those by qualified creators (source: everybodyagency.com).

Researchers from the University of Chicago found that nearly 50% of the health videos analyzed on TikTok contained inaccurate information, most of it coming from non-expert influencers (source: biologicalsciences.uchicago.edu).

Algorithms prioritize engagement and sensationalism, enabling unproven tips or controversial opinions to go viral. For example, putting potatoes in your socks to “detox” your body may seem harmless, but other trends are dangerous, like drinking diluted borax (a detergent) as a supposed miracle cure, which is highly toxic (source: biologicalsciences.uchicago.edu).

The effects on public opinion and health behaviors are real. An increasing number of users take TikTok advice at face value. Nearly 1 in 5 young people say they trust health influencers more than their local medical professionals and turn to TikTok before visiting a doctor (source: everybodyagency.com).

Moreover, 33% of Gen Z prefer getting health information from TikTok and YouTube over their primary care physician (source: tell.health).

This trust stems from the approachable, relatable tone used by online KOLs, “it’s more accessible, affordable, and less judgmental,” report young users (source: everybodyagency.com).

But it can lead to poor health choices. In 2022, a survey showed 1 in 5 Americans consulted TikTok before seeing a doctor, and the same number trusted online advice more than their local health professionals (source: everybodyagency.com).

Users may change behaviors (e.g., taking supplements, asking for or dropping a treatment) based on viral videos.

In short, medical KOLs on TikTok are becoming new conduits of medical knowledge, with significant influence on public perceptions and health decisions. Their impact can be beneficial (raising awareness, destigmatizing mental health, sexuality, chronic illnesses…), but viral misinformation presents a major challenge. This double-edged nature of « MedTok » demands close monitoring by healthcare stakeholders.

2. Reputational Risks for Pharmaceutical Companies

The rise of TikTok as a medical forum has consequences for pharmaceutical companies and other healthcare stakeholders. Erroneous information or viral controversies can damage a product’s reputation in days. Even positive viral trends can spiral out of control, affecting product messaging and availability.

The Ozempic Case: A standout example is Ozempic, an injectable antidiabetic (semaglutide) with a side effect of weight loss. By late 2022, Ozempic became TikTok’s weight-loss darling, with videos promoting it as a “miracle drug”. The hashtag #Ozempic amassed over 600 million views (source: euronews.com).

Celebrities endorsed it, and thousands shared personal use stories, misusing a treatment meant for type 2 diabetes. The viral trend triggered a global off-label demand surge, leading to drug shortages.

By summer 2022, Ozempic appeared on the FDA’s essential drug shortage list, prompting health authorities in Australia and Europe to restrict prescriptions to diabetic patients (source: euronews.com).

Novo Nordisk acknowledged that social media-driven off-label use had worsened the shortage and invested $1.6 billion to boost production (source: mmm-online.com).

Despite efforts to clarify the drug’s official indication and ramp up supply, the company suffered reputational damage—accusations from diabetic patients, criticism for perceived prioritization of profit over patient health, etc. TikTok acted as a catalyst for a societal obsession with rapid weight loss, leaving the company struggling to contain the narrative.

Another reputational issue is the spread of negative or fear-based testimonials. For example, on TikTok, the most popular videos about IUDs (intrauterine devices) often highlight painful or problematic user experiences (source: medschool.duke.edu).

These emotional personal stories garner engagement and may deter potential users, creating distrust in a medically safe product. The manufacturer faces a subtle crisis: the product’s reputation is eroded not by data, but by public sentiment. During COVID-19, waves of misinformation (e.g., “ivermectin cures COVID,” “vaccines cause infertility”) emerged on TikTok, forcing companies and health agencies to issue debunking statements.

TikTok has also hosted dangerous medication-related challenges. One infamous example: the “Benadryl Challenge”, where teens ingested high doses of the antihistamine Benadryl to hallucinate and posted videos of it. In the US, several landed in the ER, and at least one died (source: drugfree.org).

In September 2020, the FDA issued a warning urging TikTok to remove these videos and highlighted the fatal risks of diphenhydramine overdoses (source: drugfree.org).

For Johnson & Johnson, Benadryl’s manufacturer, this was a PR nightmare, its product associated with a deadly social media trend. The company had to work with authorities to contain the crisis and remind users of the drug’s proper use. Other viral stunts include cooking chicken in NyQuil or using eye drops to whiten teeth—each time, TikTok exposes pharma companies to dangerous product misuse.

How are labs responding? Most are still in a learning phase. Some take legal or regulatory action (e.g., pressing TikTok to remove harmful content or alerting health authorities). Others launch communication campaigns to reassure the public and correct misinformation. When anti-vaccine content went viral, Pfizer and Moderna ramped up their online presence, explaining vaccine safety and supporting pro-science influencers. We’re also seeing a direct presence of pharmaceutical companies emerging on TikTok: 5 of the 25 largest pharmaceutical companies now have a verified TikTok account where they share patient stories, prevention messages, or behind-the-scenes footage (source: everybodyagency.com).

While promotion remains limited by regulations, their presence shows a growing recognition that the information battle happens on social media. Collaborations with credible KOLs are also emerging—some labs involve influencers in educational campaigns (e.g., dermatologists talking about skin conditions and treatments). Monitoring TikTok discussions helps labs anticipate emerging crises (such as sudden spikes in mentions of side effects or off-label use) and react promptly to protect their e-reputation.

3. Self-Prescription and Self-Diagnosis Under TikTok Influence

One of the harmful effects of TikTok’s popularity in health is the rise in self-diagnosis and self-medication. Users, especially young people, use TikTok as their primary health resource. A 2023 survey found that 1 in 3 Gen Z individuals consider TikTok their main health information source (source: healthline.com).

Without professional interpretation, this leads to misdiagnoses. TikTok users often describe symptoms and ask for crowd-sourced diagnoses in the comments, using hashtags like #ADHD or #anxiety. This led to cases where users self-identify as ill based solely on online content. During the pandemic, psychologists observed a rise in functional tics among teenage girls—symptoms mimicking Tourette syndrome after watching influencers with tics on TikTok. In fact, 100% of these patients had consumed such content. The hashtag #tourettes had over 5.2 billion views, creating a unique form of psychic contagion through screens (source: psychiatryonline.org)

TikTok is also flooded with “5 signs you have [X condition]” checklists. Be it ADHD, depression, or hypothyroidism, simplistic symptom lists prompt users to wrongly identify with a disorder. The double risk: missing a real diagnosis or taking inappropriate treatments. In the U.S., the rise of #ADHDTok paralleled an increase in stimulant prescriptions (Ritalin, Adderall), with some people obtaining them via telemedicine based on self-diagnoses—leading to shortages and health risks. A survey showed 9% of young people suffered health issues after following TikTok advice (source: healthline.com).

This includes drug interactions from folk remedies or delayed care, for example, someone treating heart symptoms as anxiety based on TikTok advice. TikTok also spread cheap “miracle” alternatives, like the “Budget Ozempic” trend, where creators suggested using over-the-counter laxatives for weight loss when Ozempic became scarce and expensive. This trend caused a laxative shortage in the U.S. in late 2023 (source: healthline.com).

Health experts warned this approach is dangerous, it causes dehydration, electrolyte imbalances, and heart rhythm problems. Yet the hashtag “budget Ozempic” went viral regardless. Other harmful trends include high-dose vitamin cocktails, unapproved supplements like berberine (called “natural Ozempic”), or high-dose vitamin cocktails — even though their actual effectiveness is questionable and their risks are poorly understood.

In other cases, TikTok encourages preventive self-medication: trends like “I take this medication when I have a headache or feel stressed” are spreading, normalizing the use of substances without medical advice. Some users internationally have started buying prescription medications online, influenced by testimonials on TikTok (for example, young women obtaining metformin for its supposed effects on skin and weight, or hormones without any medical supervision). These behaviors carry significant risks, uncontrolled side effects, dangerous interactions, dependencies, and more.

We’ve also seen anti-science movements, like “vaccine detox”, where TikTokers promote purges or iodine intake after getting vaccinated, which can be harmful and discourage proper vaccination. Another example is the emergence of an “anti-sunscreen community” on TikTok, where influencers advise against using any sunscreen in the name of “purity” or alleged chemical dangers. Dermatologists have had to step in to remind people that not protecting oneself from the sun dramatically increases the risk of skin cancer (source: wxyz.com).

These dangerous tips spread rapidly before they’re debunked — and in the meantime, they can reach millions of people.

Ultimately, TikTok’s influence on users’ medical decisions is a double-edged sword. While the platform can empower individuals to take an interest in their health (encouraging them to seek information and connect with others in similar situations), it can just as easily lead to self-prescription and false diagnoses with serious consequences. Healthcare professionals are expressing concern about seeing patients come in after starting inappropriate treatments or convinced they have a certain condition based solely on what they saw on TikTok. This trend highlights the urgent need to regulate the spread of reliable medical information online.

4. Why Digital Monitoring Is Essential for Healthcare Stakeholders – Recommendations

The examples above show that social media, especially TikTok, can rapidly influence a health product’s reputation, public trust, and even therapeutic behaviors. For pharmaceutical companies and health organizations, proactive digital monitoring is now essential:

• Early detection of weak signals: Good monitoring makes it possible to identify emerging topics related to a brand or therapeutic area early on. For example, spotting a hashtag in its early stages that links a medication to off-label use, or noticing a rise in negative stories about a treatment (side effects, fear of a vaccine, etc.). It’s better to be proactive than to react in a crisis: by monitoring TikTok, a pharmaceutical company could have detected the growing buzz around Ozempic and communicated earlier with healthcare professionals to prevent unjustified prescriptions. Similarly, detecting a dangerous challenge involving their product allows them to alert platform moderators before any accidents occur. Effective monitoring relies on tools (keywords, AI-based sentiment analysis) to scan relevant mentions on TikTok and other social platforms in real time.

• Crisis management and responsiveness: In the case of a confirmed bad buzz, the speed at which content spreads on TikTok demands an immediate response. It’s recommended to designate an internal “e-reputation” team, including both communications professionals and medical experts, ready to act 24/7. This team should develop a strategy adapted to the fast-paced format of social media: publishing an educational statement in the form of a short video or infographic, directly addressing users’ concerns in the comments, or even partnering with trusted influencers to amplify the correction. For example, during the “Benadryl Challenge,” an appropriate response could have been a TikTok from the brand’s official account or a partner pharmacist, explaining in one minute the dangers of antihistamine overdose (source: drugfree.org). What matters is setting the record straight on the same platform where the misinformation is spreading and providing a reassuring presence. Saying nothing means leaving the field open to rumors. Every pharmaceutical company should therefore have a digital crisis management plan built into their overall crisis communication strategy.

• Platform & regulator collaboration: Healthcare stakeholders would benefit from working hand in hand with TikTok and regulatory bodies. TikTok itself has a vested interest in not being seen as a hub for dangerous misinformation. In fact, the platform announced in 2023 that it would ban content promoting irresponsible weight loss (such as hashtags linked to off-label Ozempic use) and continues to strengthen its policies against medical misinformation (source: businessoffashion.com). Pharmaceutical companies can actively report illegal or misleading content related to their products and request its removal. In parallel, public-private partnerships are emerging: in 2024, the WHO launched an official collaboration with TikTok to produce verified content and counter health misinformation (source: who.int). Such initiatives also involve medical societies, health authorities (ministries, FDA, EMA, etc.), and even trustworthy health influencers. By joining these efforts, pharmaceutical companies demonstrate their commitment to providing accurate, helpful information to patients, a move that ultimately benefits their public image.

• Mobilize positive KOLs and educate: Rather than seeing KOLs (Key Opinion Leaders) as an uncontrollable threat, companies can turn them into allies. Supporting creators of reliable medical content, by providing them with high-quality scientific information, for example helps ensure that accurate messages are being shared. A pharmaceutical company might, for instance, invite doctor-influencers to visit its R&D centers or engage in discussions with in-house experts, so they can later explain a disease or innovative therapy on TikTok. This approach has two key benefits: it fills the media space with correct content and leverages the credibility and relatable tone of these KOLs to reach the public effectively. The WHO has already recognized this by creating its “Fides” health influencer network to promote evidence-based information (source: who.int). Similarly, a pharmaceutical company could build a panel of digital ambassadors, healthcare professionals or well-informed patients, trained on its products and ready to speak out online during times of controversy. When done ethically, this strategy helps restore balance in the conversation and counteract the influence of less responsible content creators.

• Transparency and continuous education: Finally, adopting a proactive presence on TikTok (or at the very least on the web) to explain how a medication works, its proper indications, and to answer frequently asked questions can help prevent many misunderstandings. A short official video explaining why a particular drug isn’t harmless and should only be prescribed by a doctor, or clarifying the true versus false uses of a treatment, can provide users with trustworthy reference points amid the flood of content. It’s important to use the language and codes of the platform, short videos, possibly with humor or educational challenges to capture the attention of the target audience. This kind of ongoing digital education is part of the social responsibility of healthcare companies in the age of social media.

In conclusion, the influence of medical KOLs on TikTok is an undeniable phenomenon that is reshaping the landscape of health information. Their content can just as easily support prevention and the spread of good practices as it can, unintentionally, promote risky advice or spark viral controversies.

For the healthcare industry, ignoring TikTok would be a mistake: it’s one of the spaces where the opinions of tomorrow’s patients are being shaped. An effective digital monitoring strategy combining technological tools and human insight is essential to anticipate trends, respond quickly to crises, and contribute to the conversation with expertise.

Pharmaceutical companies have every reason to invest in this space for dialogue, working hand-in-hand with healthcare professionals and platforms to promote a culture of reliable scientific information. As the WHO puts it, social media are now “important sources of information that influence health decisions” and it’s crucial to be part of that space to help ensure those decisions are as informed and safe as possible.

Take advantage of the Opinion Act by JIN’s expertise in digital monitoring and pharmacovigilance to stay ahead in this evolving landscape.

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Today, however, power seems to be caught up in a culture of immediacy. The performative deluge of rhetoric in the first 100 hours of Donald Trump’s presidency, as well as J.D. Vance’s speech in Munich, reveal a preference for urgency. According to this new American leadership, there is an imperative to assert dominance, to impose its agenda, whether political, economic, technological, or geopolitical, at breakneck speed.

The politics of speed

Disrupting the intellectual comfort of the “End of History”, transactional leadership has found its way into the gaps of liberal democracy, which had long remained complacent in an almost aristocratic vision of liberalism. The new modulus operandi is to act swiftly and decisively on unfolding events without restraint, care, or elegance.

Breaking with the virtue of moderation (which Albert Camus saw as an essential ethic for European pluralism), Trump cuts the Gordian knot of a volatile, uncertain, complex, and ambiguous world–one that seems impossible to control. For him, anything is possible if one catches the world off guard and reduces political action to a business transaction.

The strategy is to become the director of a never-ending spectacle. This involves blending different communication techniques: Tony Blair’s agenda-setting tactics, linguistic triangulation to blur ideological lines, and the normalization of performative rhetoric to shape reality itself. 

Trumpist rhetoric primarily seeks narrative victories because everything depends on one core strategy: the rapid internalization of a new American imperialism. This is a form of narrative “blitsscaling”–a concept borrowed from the tech world, where speed is prioritized to dominate vast markets.

A possible backlash?

Mario Draghis’ February 19 speech in Brussels, the recent Macron-Trump meeting over Ukraine peace talks, and Friedrich Merz’s push for European defense autonomy all indicate that Europe has taken note of the Trumpist playbook.

But in the face of the dangers and violence of political speed, can Europe still hold on to its “quiet strength” when everything seems to be on the verge of collapse? On one side, we see a global show of American moral and military rearmament; on the other, Europe as the guardian of balance. However, resisting also means not rushing. It means knowing when to act, when to stay silent, when to prepare. Choosing the right timing across short-term, structural, and long-term scales.

Faced with an endless flood of information thrown around to control every agenda, the philosophy of Zeno, with its emphasis on moral fortitude, resilience, and constancy, might prove useful.

Already, words like “shutdown” and “recession” are surfacing in the American debate. Let’s not forget: Trump’s political theater is also playing out internally. Just one month after his inauguration, an Ipsos-Reuters poll already showed mixed American public opinion, particularly regarding the economy. Disruptions, uncertainties; this narrative of speed and dominance creates vulnerabilities that could ultimately turn against the United States.

Camille Fumard, Strategy Consultant & Special Advisor to President Edouard Fillias, JIN agency.

L’article The New American Political Playbook: Speed, Spectacle, and the Risk They Create est apparu en premier sur JIN, Agency in Europe (France, UK, Germany...).