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#SocPharm Tweetchat Transcript – June 29, 2011

Posted by | 10:28pm on Wednesday, June 29, 2011

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@: Thanks for moderating #socpharm tonight. Was supposed to be on a plane during this time, but now I’m not – but I’m just tired!

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@ Happy to pitch in! #socpharm

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Welcome to the biopharma marketing & social media chat (#socpharm). Plse start w/intros & why u are interested in this.

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them) #socpharm

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I’m Eileen, work in #epharma #rarediseases, passionate about using the internet for health. #socpharm

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All you lurkers, feel free to say hello! I’m talking to you women of #HBA :) #socpharm

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Let’s jump in:T1: British SM guidance: http://bit.ly/mlheer Any thoughts on reporting any/all AEs? Should US follow too? #socpharm

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I’m Michael Spitz, VP of Digital Strategy at Ignite Health, interested in all things tech, healthcare comm, & patient assistance #socpharm

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Brit social “guidance” prescriptive for AEs, but stifling for everything else — besides, US FDA already has AE standards #socpharm

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@: Welcome Michael. Thanks for joining @: #socpharm

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I like @ analysis of Brit social media guidance, but only one step of many needed to open door to #pharma participation #socpharm

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RT @: : Thought British sm guidance interestg bec it came from pharma assoc. Attempt to provide stndrds.US should do that#socpharm

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T1 Thought latest British sm guidance was interesting bec it came from pharma assoc. Attempt to provide standards. #socpharm

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Full disclosure is great and necessary, but who’s accountable for shared content is the real issue #socpharm

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@: Hi Michael, nice new photo! #socpharm

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@: Thanks, got rid of my photoshop phrankenstein pic #socpharm

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Dan Sfera #socpharm trying to build a cnn-style clinical trial site #socpharm

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What about statement “The US industry said such a collection regime would be too onerous.” #socpharm

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I’m Stacy Burch, Director of Digital Comms and Corp Reputation at Sanofi. I’m interested in all things in digital and pharma. #socpharm

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Janet from Chicago, sliding in late interested in using all forms of communication technologies for better health outcomes #socpharm

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I’m using HootSuite tonight & my tweets don’t seem to be appearing in #socpharm stream…

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Welcome @ , @: #socpharm, and @:

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@: Me too, they seem to be slow…. #socpharm

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Formalizing AE reporting requires commitment in resources, especially on the upfront; I agree with @ it could/should work #socpharm

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But systematizing AE reporting is only part of the pharma social media guidance issue #socpharm

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Even if AE challenges are buttoned-up, user generated content opens doors to reputation management and bad med advice issues #socpharm

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@: Stacy, I know @ is getting pharma group together to talk about issues. Do you know is Sanofi is involved? #socpharm

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Pharma is used to messaging and campaigns that launch and leave, not go on living, demanding ongoing support #socpharm

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@: We aren’t but would like to join #socpharm

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@: True, but if #pharma wants to play in the #socpharm space they are going to have to figure out how to have 2way communication

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RT @: : @: We aren’t but would like to join #socpharm

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RT @: : @: True, but if #pharma wants to play in the #socpharm space they are going to have to figure out how to ha …

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@: i’d be curious if the #socpharm crew thinks the increased privacy of Google+ will impact healthcare brands on FB?

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@: Sure @ would be happy to hear that. The twitter profile is @ for Digital Health Coaltion #socpharm

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@: So true. Meanwhile they wonder why the public doesn’t trust them. #socpharm

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Fair balance is, by definition, fair and balanced; font size is a BIG deal, and should be same for efficacy and safety info #socpharm

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@: Can you explain more about privacy and google+ ? Not familiar #socpharm

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Can you explain Google+ for us? RT @: : if the #socpharm crew thinks the increased privacy of Google+ will impact healthcare brands on FB?

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Google+ launch this week is an interesting topic — for many reasons! #socpharm

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From what I’ve seen Google+ will enable different groups to see different posts #socpharm

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Google blew it over #privacy with Buzz, so were particularly mindful this time around #socpharm

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“Posts for college friends and posts for parents or that are completely private” #socpharm

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Google+ basically offers better and more intuitive filtering tools for posts and tags #socpharm

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But users are still empowered to filter and tag for themselves, so I’m not sure how #pharma will benefit #socpharm

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@: a comprehensive explanation of #Google+ for #socpharm> http://bit.ly/lfKIXW

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@: @: @ @ Thanks! Look forward to joining future events #socpharm

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#socpharm google circles is the actual friend grouping product

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#socpharm pharma still hasnt figured out fb or twitter nevermind goigle+

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Google+ will influence Facebook, but not conquer it (likely will barely make a dent) #socpharm

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Agree with @ that Google+ and pharma won’t be a magical combination, nothing really changes #socpharm

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So true… RT @: : #socpharm pharma still hasnt figured out fb or twitter nevermind goigle+

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@: Thanks! I’m up for anything that challenges the #FB monopoly. #socpharm

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In fact I think most USERS won’t embrace Google+ either (they should have at least changed the name) #socpharm

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@: Thanks for the link. But is google+ enough of a draw to get eyeballs off of FB? Buzz went nowhere #socpharm

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Visual tagging and filtering is superior in Google+, but so what? #socpharm

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@: LOL, #pharma is trying to figure out social media. It just takes time. #socpharm

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Facebook has become so widespread and been unchallenged for so long that making more than a small dent will be VERY hard. #socpharm

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@: I think GOOGLE is still trying to figure out social media! #socpharm

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#socpharm heck no! In 10 yrs facebook and google will control 80 percent of search imo

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: Google buzz has some great features but remember that FB lost 4M users in the US #socpharm

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In 10 years Facebook and Google will be annhilated by an as yet unknown rival who will combine visual search, ecommerce, & social #socpharm

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@: @: RE Google+ on a personal level, I really liked the organization and filtering. #socpharm

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Google+ is cooler, like a Mac to a PC, but PC still won and continues to dominate #socpharm

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Great example of this is @: talking to us tonight at #socpharm plus @ doing tweetchat. Baby steps…

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Everybody waiting for the FDA fairy to tell them how to do it. :) MT @: , #pharma is trying to figure out social media. #socpharm

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Classic positioning: Be first! And if you can’t be first, be DIFFERENT — Google+ seems like little more than a line extension #socpharm

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@: baby steps are good but technology moves in leaps and bounds #socpharm

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@: Will FB go the way of MySpace and Friendster ?? #socpharm

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@: True. Google admits they blew sm opportunity. #socpharm

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It would be easy for FB to copy those features into Facebook #socpharm

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@: Of course, eventually even Facebook will be crunched by someone able to integrate social with search with ecommerce #socpharm

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i’ve heard rumors to this effect…RT @: : @: Will FB go the way of MySpace and Friendster ?? #socpharm

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RT @: : Classic positioning: Be first! And if you can’t be first, be DIFFERENT — Google+ seems like little more than a line extension #socpharm

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@: : Facebook will do just that — rip and integrate the best parts of Google+ #socpharm

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We discussed Google Health on #hcsm on Sunday and some had the same thoughts about that. #socpharm

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What I did read today is that Googles Android is set to become dominant smartphone OS #socpharm

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Google succeeded with Android because it wasn’t “Google Mobile” — why didn’t they at least change the name? “Google+” sucks #socpharm

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@: They’re going to be waiting for the FDA fairy for a long time. If guidance ever comes, it will likely be lame. #socpharm

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@: Android is ALREADY the dominant smartphone OS #socpharm

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#socpharm but not before fb goes public and we can make some $! Lol

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@ – Cute #socpharm

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@: that’s the big question. i think it’s got a unique enough premise to be of real value. plus cross-GOOG connectivity #socpharm

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@ That’s Google+’s biggest mistake — integration with search — it should stand alone and integrate after-the-fact #socpharm

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Three distinct digital experiences: Search | Socializing | Shopping –> Paradigm shift required to integrate two, let alone three #socpharm

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#socpharm imo microsoft is still a strong darkhorse in the next few yrs

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@: Hi Stacy. Curious to know if you’re interested in #socpharm for brands or corporate comms? Rob.

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Going to FB next month to present pharma marketing 101 #socpharm

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I will admit that I mistakenly thought google’s sidewiki was going to be a big deal. So I’m done predicting :) #socpharm

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That’s pharma’s misunderstanding of social — people don’t “shop” for pharma brands — looking for solutions instead #socpharm

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RT @: : That’s pharma’s misunderstanding of social — people don’t “shop” for pharma brands — looking for solutions instead #socpharm

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T3: FB and heath: most people won’t post health issues because it’s “nobody’sy business” Thoughts? http://bit.ly/mx1Hwc #socpharm

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That’s gr8! They can USE it. RT @: : Going to FB next month to present pharma marketing 101 #socpharm

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@: but if they look and find they will remember the brand #socpharm

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@: It’s clear pharma can’t wait for the FDA “guidance.” They need to get out there now. #socpharm

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@: Share your experiences on your blog? Would love to hear about it #socpharm

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@: That’s true, and a fundamental difference between pharma social media use and that of commodity brands #socpharm

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@: They really believe that they can force pharma to engage with consumers #socpharm

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@: I think Facebook is RIGHT: If you want to play in the social space, then play in it — they will actually FORCE change #socpharm

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@ That’s why the folks at @ got together to put together something! #socpharm

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@: share your experiences when u get a chance! #socpharm

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@ @: Interested in both #socpharm

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RT @: : That’s pharma’s misunderstanding of social — people don’t “shop” for pharma brands — looking for solutions instead #socpharm

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Actions like Facebook forcing open Walls is exactly what’s need to compel pharma to play — and the FDA to mandate guidance #socpharm

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@: Or pharma will just abandon it #socpharm

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@: Then let them just abandon it — Cutting off 750 voices from the conversation #socpharm

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@: But isn’t limited involvement (esp for black box drugs) better than none at all? BTW, Gardasil FB page gone. #socpharm

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@: Change will only come when it’s FORCED — Facebook compelling UGC on pages will open more doors than close #socpharm

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Then pharma will be the loser. RT @: : @: Or pharma will just abandon it #socpharm

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#socpharm imo pharma should not give in to fb on their terms

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It’s like bilingual education — offer it abundantly and early and nobody learns English #socpharm

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Allow closed Walls and “faux social media” and pharma and the FDA will never grow up #socpharm

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@: Fascinating @ graphic. As you know for #rarediseases pts do talk on FB openly about health. #socpharm

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@: Absolutely: rare patients are always the pioneers! #socpharm

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@: It’s not a matter of Facebook’s terms or pharma’s terms. It’s what the market dictates they do 2 reach customers. #socpharm

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Fascinating take on SM regarding orphan diseases, drugs, and patients! #socpharm

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@ But the medium is the message — controls it, guides it — Facebook IS the market of communications #socpharm

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@ i agree and it will take time #socpharm

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Facebook’s success is based on sensitivity to how people naturally like to communicate #socpharm

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Fake social media is a parasite on the platform, using the power of its engine and traffic drivers to “message” #socpharm

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A faux Facebook page is really just an embedded microsite — no fair #socpharm

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Just like they learned that the internet is not like trad media, #pharma will figure out that sm is not like web 1.0 #socpharm

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As Facebook grows in power and influence, they will use that power and influence to OPEN communications — not close them #socpharm

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Facebook has redefined (for the better) what the public is confortable with in terms of privacy #socpharm

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@: yea by 2021. Lol by then we’ll get ads beamed directly to our brains! #socpharm

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Facebook will redefine what pharma is comfortable with in terms of social media engagement #socpharm

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imo FB is personal issues: dealing with rare disease or interest in blockbuster movie. If u are personally engaged, u give info #socpharm

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RT @: : Facebook has redefined (for the better) what the public is confortable with in terms of privacy #socpharm

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Pharma will realize that it must change its social media approach — or lose the engagement of 750 million people overnight #socpharm

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@: Redefined re: privacy, yes. Some would not say for the better. #socpharm

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Final Topic: do you agree these are the 7 performance metrics that matter most? http://bit.ly/iCQMMQ #socpharm

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Those metrics are a good foundation: But the metrics that REALLY count are composites of many of these #socpharm

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@: so what. How engaged does one need to be if they just need some meds? Its not that bad! #socpharm

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Social media has taught marketers that isolated metrics such as clickthrough and end action rates are too reductionist #socpharm

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@: Only if there is adblocker brain aps #socpharm

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RT @: : @: Only if there is adblocker brain aps #socpharm

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Media and insights is going through a profound revolution; relationship between qualitative and quantitative metrics getting fuzzy #socpharm

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How do we really measure “influence”? How do we quantify behavioral modification based on isolated inputs? #socpharm

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#socpharm and at end of the day, pharma doesnt neef fda guidance for listening which is what makes sm powerful

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That’s what’s so exciting (and scary) about social: Measuring impact is like trying to predict the weather #chaostheory #socpharm

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Agreed. Unfortunately, many businesses forget that part and use sm simply as another advertising tool. #socpharm

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@: Totally agree: we’ve seen lots of qualitative data for how pts influence diagnosis. Quantitative, not so much. #socpharm

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Consider value of Twitter: Is it worth $X billion? Since it has helped bring revolution to the Middle East, perhaps priceless? #socpharm

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How much is Facebook worth? The question has already become: How much is the Web worth? #socpharm

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RT @: : #socpharm and at end of the day, pharma doesnt neef fda guidance for listening which is what makes sm powerful

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RT @: : How much is the Web worth? #socpharm < None are worth a thing without people using them. what is their worth?

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Thanks so much @: for guest moderating #socpharm tonight! I’ll post the link to the transcript tomorrow.

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Google connected websites; Facebook connects PEOPLE — the world has changed, we all have to evolve with the new tools #socpharm

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Thanks to @: for hosting the #socpharm tweetup!

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#socpharm > #hcsm

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@: we had a debate whether pts would “Like” disease pages. Telling the world. 50/50 split here re:how pts wd view this. #socpharm

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Double thanks :) RT @: : Thanks to @: for hosting the #socpharm tweetup!

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@ It’s such a tough call sometimes about liking disease pages. Even tougher liking certain brand names… #socpharm

About Eileen O'Brien

Eileen has more than 16 years of digital healthcare marketing experience. She is an opinion leader on social media and biopharma, and has been invited to speak at industry conferences and quoted in publications.

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  • Eileen O'Brien
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