Will the excitement for Threads translate to life sciences brands?

The launch of Meta’s Threads app on Instagram is being viewed with great anticipation and intrigue, especially after it created a buzz by reaching 100 million sign-ups within just five days of its announcement.

Pharma and the digital landscape

Compared to other sectors, pharma has been quite apprehensive about the use of digital channels for engaging healthcare professionals (HCPs), largely because industry and regulatory compliance varies from country to country and market to market.

Threads, the new entrant

Only a few are aware of the fact that Meta launched the Threads app in 2019 as a competition to Snapchat. It was later shelved, but the branding was retained, until July 2023, when Facebook CEO Mark Zuckerberg revamped the concept to compete with Twitter.

Caution – The next best move for pharma brands with Threads

To expect life sciences brands to be in any rush to advertise on Threads would be optimistic. Particularly as advertising on the platform is currently off limits, with Zuckerberg making it clear that he wants Threads to first become a vital part of users’ social media experience, as is the case with its other platforms – Facebook, WhatsApp, and Instagram.

About the author

Dr Harshit Jain

Harshit Jain MD, founder and global CEO, Doceree

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