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#SocPharm Tweetchat Transcript 10/13/2010

Posted by | 9:23pm on Wednesday, October 13, 2010

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

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I’m Eileen, work at Siren Interactive, we focus on #raredisease therapies so Internet/sm are essential tools. #socpharm

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

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I’m Michael Spitz, Senior Digital Strategist with Ignite Health — we’re all over epatient empowerment #socpharm

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Jamie – healthcare strat comms practitioner. Serve biotechs & pharmas. Staying on top of #socpharmtrends and epatient movement. #socpharm

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A little late, but here now…Jonathan Richman, Bridge Worldwide and I write Dose of Digital (and some other stuff too) #socpharm

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I’m Jeremy Franz, @ ‘s digital strategy sidekick at Ignite Health. Interested in various forms of Health 2.0 #socpharm

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@ @ @ Glad you can join in. Please share any questions/topics you’d like to discuss #socpharm

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Joshua Brett, communications consultant for a startup pharma development company and MS candidate. #socpharm

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T1: Will WSJ article on @ being scraped for personal pt data http://bit.ly/btKs5S have imact? #socpharm

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joining…ellen…patient and healthcare strategist, marketer and epatient #socpharm

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WSJ.com – ‘Scrapers’ Dig Deep for Data on Web http://on.wsj.com/br9fVK #socpharm

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@ T1 It certainly is an eye opener for everyone IMO #socpharm

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Great Q. Seems inevitable. RT @ T1: Will WSJ art. on @ being scraped for personal pt data have imact? #socpharm

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@ Yes, cold reality! Do we think patients, like one in article, will share less/be less open? #socpharm

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Such data breaches will always be a threat, but that doesn’t mean these platforms shouldn’t be used to provide value #socpharm

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T1 It’s unfortunate, but also a reality. Businesses want to monitor what their publics are saying using these tools. #socpharm

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Platform designers and managers will simply have to be increasingly mindful of security #socpharm

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Particularly for sensitive issues, seems many patients likely to be more cautious/guarded. But still an imp platform. #socpharm

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I agree with @. These platforms have great value to patients, risks aside. #socpharm

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T1: And even if companies, like Nielsen, take more ethical route there will always be companies willing to play dirty. #socpharm

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Hello Paulo Machado is here. #socpharm

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@ Wish if pharma wanted to track what patients really saying that they’d do it themselves-not hire nielsen to scrape.#socpharm

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T1: Guess pharma & agencies should be sure to ask specifics about how data is gathered. #socpharm

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#socpharm. No data is secure today

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@ Having a contractor do it is often cheaper than paying a FTE salary and benefits to do it, especially these days. #socpharm

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Unfortunate but true RT @: Platform designers and managers will simply have to be increasingly mindful of security #socpharm

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#socpharm good evening, all. Dana Webster – about to be with Avant Healthcare Mktg

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T2: @ launched Health Coach for Me: http://bit.ly/bDbPWQ What do u think? Useful? Will pts give data to pharma? #socpharm

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@ cheaper i agree but every brand marketer should spend some time listening 2 real patients. Says alot abt priorities? #socpharm

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@ I totally agree. But biz leaders often care only about short term profits and appeasing shareholders. So $$$ rules. #socpharm

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T1-I thought covert surveillance required a warrant if you are law enforcement-funny that standard is lower for MKtg… #socpharm

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RT @: T1-I thought covert surveillance required a warrant if u are law enforcement-funny that standard is lower for MKtg #socpharm

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T2- like idea. Not many patients likely to engage directly w/Pharma due to major lack of trust #socpharm

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@ When your livelihood depends on people who want money and want it now, it’s easy to be shortsighted. #socpharm

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#socpharm. All patients should be able to register at Pharma sites to get updates

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T2: From quick look HealthCoach4Me.com looks pretty fancy & nicely done. Wonder if they’ll get uptake. #socpharm

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T2: I wonder what the value prop is for patients. Diet, exercise, and large disease state tools abound in other places #socpharm

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oh soooo true..@joshdbrett: When your livelihood depends on people who want money and want it now, it’s easy to be shortsighted. #socpharm

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#socpharm too many self help sites maybe contributing to self diagnosis

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craig here…sorry i’m late #socpharm

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Joining late-agree with @ about pharma’s rep and consumer’s mistrust. #socpharm

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Agreed RT @: T2- like idea. Not many patients likely to engage directly w/Pharma due to major lack of trust #socpharm

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Even better, + transparency on clinical & regulatory processes. RT @: patients should be able 2 register at Pharma sites #socpharm

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#socpharm asked docs about them the r concerned

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T2: No mobile optimization or apps as far as I can tell. Major oversight #socpharm

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@ @ Better late then never! #socpharm

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#socpharm have 2 b careful cause lawyers just waiting to pounce

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did u register? can’t see anything without registering 1st @: T2: From quick look HealthCoach4Me.com looks pretty #socpharm

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@ Did video tutorial. I have so many test PHRs out in the interwebs didn’t wanto add another :) #socpharm

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#socpharm like new FDA warning on osteo drugs. No evidence but they r warning anyway ?

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Excellent point! RT @: T2: No mobile optimization or apps as far as I can tell. Major oversight #socpharm

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Topic from #epatcon: Novartis film Becoming Christopher used actor to portray patient experience. Pros/Cons? http://bit.ly/bzprzo #socpharm

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havent checked it out yet, does gsk site focus on specific disease state? #socpharm

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#socpharm mobile is not answer skews younger users

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S/b pharma tools tend to neuter #doctors & are not aligned w/payers RT @: #socpharmasked docs about them they r concerned

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#socpharm using actor to portray patients is dumb

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@ General diet/fitness/health plus diabetes, COPD, breast cancer, etc. #socpharm

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@ True re: mobile. But this is changing. #socpharm

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T3: Understand why they chose actor but real patients are always more powerful IMHO. #socpharm

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did novartis film say it was actor and that actor was compensated? #socpharm

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#socpharm maybe but 75% of mobile apps r deleted in 1week

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Yes. RT @: did novartis film say it was actor and that actor was compensated? #socpharm

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#mhealth needs 2b part of all patient solutions RT @: @ True re: mobile. But this is changing. #socpharm

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in realm of “transparency” i wonder if such declarations have any impact/influence on audience? ‘ #socpharm

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Garbage apps so far! Killer app/model yet to appear… @: #socpharm maybe but 75% of mobile apps r deleted in 1week

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Healing Hospitals: Gross National Happiness, Fighting Nosocomial Infections + more:http://ht.ly/2TbtT #epatcon #socpharm

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But using actor also limited them from continuing the campaign organically on sm, could’ve been ongoing pt ambassadors #socpharm

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T3: The more authentic the patient perspective, the more powerful the experience. I wonder abt success measurement on the film… #socpharm

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then i missed it! @: Yes. RT @: did novartis film say it was actor and that actor was compensated? #socpharm

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Why doesnt pharma buy app with established user base? RT @ maybe but 75% of mobile apps r deleted in 1week #socpharm

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Tough getting real patients to really act in front of a camera — same problem for healthcare professionals #socpharm

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RT @: T3: The more authentic the patient perspective, the more powerful the experience. #socpharm

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HealthCoach4Me could use a virtual host (real patient or HCP?) to make the experience more emotional and direct #socpharm

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@ It’s pretty subtle on the site. #socpharm

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Another common method that reduces credibility w/ #epatients RT @: #socpharm using actor to portray patients is dumb

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@ Me too….have you heard anything about measurement of the film? #socpharm

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@ Not my experience at all, however with some diseases (herpes, etc.) more difficult. #socpharm

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Rare to find a real patient who conveys “realness” during a shoot; actors often paradoxically more genunine #socpharm

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T3: CF is #rarediesease so lack of other info could contribute to patient requests for film in absence of alternatives #socpharm

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@ Another idea would be to partner with nonprofit patient organization as trust agent. #socpharm

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Interactivity is as much an issue as “real hosts” — intuitive navigation and useful tools are vital for success #socpharm

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also wonder how gsk will measure their new site?…..wonder what their goals are? #socpharm

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What is the ultimate call to action? RT @: also wonder how gsk will measure their new site? wonder what their goals are? #socpharm

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True RT @ @ Another idea would be to partner with nonprofit patient organization as trust agent #socpharm

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Let’s ask @ RT @: also wonder how gsk will measure their new site?…..wonder what their goals are? #socpharm

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True for SM! RT @: @ Another idea would be to partner with nonprofit patient organization as trust agent. #socpharm

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could use more interaction with friends or family 4 motivation too @: HealthCoach4Me could use a virtual host #socpharm

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LOL! Mustn’t hold back you feelings like this, Rich. RT @: #socpharm using actor to portray patients is dumb

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See Medrespond.com RT @: Interactivity as much an issue as “real hosts”-intuitive navigation & useful tools r vital #socpharm

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Enjoy @ directness, always excellent counterpoint #socpharm

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@ Excellent point about integrating friends, family, and caregivers! #socpharm

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Would be useful for patients to gauge and compare their health progress with others #socpharm

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Wii Fit is one of the most successful games in history, integrating competitiveness with instant feedback & physical interaction #socpharm

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Like this! $ helps too… RT @: could use more interaction with friends or family 4 motivation too host #socpharm

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@ @ Right, like @ has in his Facebook app: @#socpharm

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“How am I doing? How are others doing? How can I share my goals and accomplishments with others?” Currently lacking #socpharm

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Without social media “stickiness” no healthcare motivational site, however elaborate, will resonate and last #socpharm

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Would participants use real names when sharing health progress? #socpharm

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@ @ @ @ enjoyed the talk…have to run now #socpharm

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@ semi watching #socpharm. Some good stuff but I’m tired of discussions about legal for today thus lurky!

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Last topic: Anyone doing anything around geolocators a la @ health badges:http://bit.ly/becNqF Love this for #pharma. #socpharm

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The patient value 4 @ RT @: wld B useful 4 patients 2 gauge & compare their health progress w/ others #socpharm

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Only need enough stickiness for #epatients to sustain the right behaviors RT @: Without social media “stickiness”… #socpharm

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I know geolocators have small user base, mostly young males but know there is a good #pharmaapplication of it! #socpharm

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@ If they stop coming to the website, then they won’t be able to sustain the right behaviors #socpharm

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Intrstng concept. RT @: geolocators have small user base, mostly young males but know there is good #pharma app of it! #socpharm

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Branded apps with geolocation open up a host of #privacy concerns for pharma (sorry @ for legal stuff again) #socpharm

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Geolocation could be useful in an unbranded sense as tools for patients: E.g., where’s the nearest caregiver? #socpharm

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Geolocation might work as a health management tool, such as winning badges for jogging, etc. But who would sponsor it? #socpharm

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Goal needs 2b to teach people to fish… RT @ stop coming to website, then won’t sustain the right behaviors #socpharm

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@ Same here! #socpharm

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@ @ Be great for products like Reclast that require infusion center #pharma#socpharm

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Mobile health apps abound — the real question is pharma sponsorship and involvement — to what end? at what price? #socpharm

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Yes longer term opp RT @: Anyone doing anything around geolocatorshttp://bit.ly/becNqF Love this for #pharma. #socpharm

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@ Oncology drugs, too — But once the center is found, what’s the point? Needs additional resources embedded for value #socpharm

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Compliance is a huge issue, and scheduling — combo geolocator tool plus treatment tracker for mobile #socpharm

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@ Yes could provide the links within that I think or send people to them from links #socpharm

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Thanks everyone! Doing something NEW next Wed: holding first live Tweetchat at Digital Pharma conference at 11:30 am #socpharm

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RT @: @ semi watching #socpharm. Some good stuff but I’m tired of discussions about legal for today thus lurky!

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T4: Mixing fun & healthy behaviors. Like Wii, more of a winning concept than HealthCoach4Me, IMHO #socpharm

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Also geolocation specific #mhealth coupons #socpharm

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That’s why we need to stop thinking of “geolocation” as a separate feature, and see it as part of the patient experience #socpharm

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Thanks for great #socpharm chat! Gtg

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@ Agreed! People need real time feedback mechanisms and fun to return to an experience demanding behavioral change #socpharm

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Will have room of pharma marketers at Digital Pharma conference, will tweet their live #socpharmanswers plus see stream of virtual tweets.

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Hopefully it will be fun & not a flop! So join #socpharm next Wed at 11:30 am ET/ 10:30 am CST / 8:30 PST.

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Thanks to EileenOBrien for being the hostess with the mostess at today’s #socpharm tweetup

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Sorry couldn’t contribute more- on a call. I’ll be on next week! Thx @ :) #socpharm

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Looking forward to it! RT @: Hopefully it will be fun…So join #socpharm next Wed at 11:30 am ET/ 10:30 am CST / 8:30 PST.

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Thanks @ and #socpharm compadres for another thought provoking convo.

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@ We are always kind to newbies! Thanks for sharing your insights. #socpharm

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RT @: RT @: #Facebook and #Bing partner up with “Like” feature in search results: http://bit.ly/byS62w #socpharm #hcsm

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@ double opt-in protects #privacy as a CRM email does but SMS is a better #mobilemechanism: more ubiquitous! #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.

View other posts from Eileen

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