Client Objective

TikTok advertising has emerged as a powerful way for healthcare and pharmaceutical brands to connect with audiences in engaging, authentic environments. For Eli Lilly and Company (Lilly), the goal was to expand awareness for Taltz, a treatment a treatment prescribed for adults and children (ages 6+) living with moderate to severe plaque psoriasis (PsO).

Lilly partnered with Strike Social to run a healthcare TikTok advertising campaign designed to reach new audiences, build trust, and spark informed conversations between patients and providers. The campaign needed to balance strict compliance with TikTok’s engaging format, creating awareness at scale while remaining patient-first.

54%

Achieved cost-per-view (CPV) efficiency vs. guaranteed

9.8M

6-second focused views delivered

200K+

Campaign engagements achieved exceeding internal benchmarks

Driving Healthcare Awareness Through Smarter TikTok Targeting

Lilly’s TikTok campaign demonstrated how healthcare brands can utilize the platform’s unique ecosystem to connect with the right audiences:

• Hashtag-Led Audience Architecture: Ads were clustered around #Psoriasis and skin-health hashtags, while affinities such as “Skin & Body Care” and precise age targeting (35–54) ensured impressions were delivered to highly relevant users.

• Real-Time Budget Reallocation: Budgets were dynamically shifted to the strongest-performing segments and anchored to TikTok’s 6-second Focused View auction, further driving efficiency.

• Proactive Compliance Alignment: Strike Social worked closely with TikTok’s Health & Pharma policy team to pre-clear disclaimers and creative assets. This achieved a 100% first-pass approval rate with zero takedowns, ensuring uninterrupted campaign delivery.