In 2020, in the tumult of the pandemic, some of the most important brands in human history were brought to the peak of global awareness. They were instant health megabrands, and yet, many of them were built relatively quietly. In an era where health tops consumer interest, many brands have entered the world with limited ways to express themselves, and yet, health conversation has never been so loud or inserted so deeply into culture. HCPs-turned-influencers created their own brand of ultra-fresh content on TikTok, breaking the silence, connecting with millions and altering the health landscape completely. In this context, is it time for health brands to enter into content and culture in new ways? If so, how?