Digital Humanity

I Watched a Skincare Product Sell 20,000 Units on TikTok in 48 Hours—This Is What It Means for Marketers As someone who’s been in digital marketing for over two decades, I’ve seen trends come and go. But what I witnessed earlier this month felt different—almost like a reset. It started with a simple TikTok video. A mid-tier skincare influencer from Singapore, Sabrina Tan, demoed a new anti-aging serum during a live session. No high-end production. Just authenticity and a relatable voice. The results? 20,000+ units sold in less than 48 hours. No paid ads. No complicated funnels. Just one video, one influencer, and TikTok’s algorithm doing what it does best—connecting content to intent at scale. Social Commerce Is No Longer an Add-On I remember back in 2009, when “social media marketing” was the new buzzword. Brands were still figuring out what a “Facebook page strategy” should look like. Twitter felt experimental. There were long boardroom discussions about wheth...

Introduction In just two years since AI moved from buzzword to boardroom, the life sciences industry has found itself at a crossroads. The global pandemic accelerated digital transformation, but 2023 truly ushered in the era where AI became embedded in marketing operations, from campaign planning to content generation. However, not everything went as envisioned. Some strategies that once looked promising hit roadblocks, while others delivered transformative results. This playbook explores the evolution of HCP engagement, the role of AI and omnichannel strategies, lessons from missteps, what's working, what’s changing, and what industry leaders are doing today. The Problem: Traditional Engagement Is Broken The healthcare professional (HCP) landscape has changed. Field rep visits are no longer the default, emails are ignored, and digital fatigue is real. Companies that relied on static, one-size-fits-all messaging struggled to maintain relevance. Example: A major pharma comp...