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#SocPharm Tweetchat Transcript 10/26/2011

Posted by | 11:11pm on Wednesday, October 26, 2011

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Welcome everyone to the #biopharma marketing & social media tweetchat #socpharm. Please say hello.

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Hello fellow #socpharm -ers, really excited to find out opinions on #syrum

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We’ll assume that all tweets are your own opinion and do not represent that of your employer. #socpharm

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Hi, @ et al, been a while, but am here to talk about ‘glocial’ pharma. #socpharm

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@ So glad you could join in as your blog sparked the first discussion topic on #socpharm

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@: Happy to be here #socpharm

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Hi All – Looking forward to the conversation! #socpharm

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T1: Check out Why Pharma Should Be Thinking ‘Glocial’ http://t.co/3LGI318F #socpharm

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@ Did you come up with the term glocial? I’d never heard it! #socpharm

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@: We’re an agency of neologists, among other things ;-) #socpharm

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T1: Glocial is really the combination of global and social, particularly as they relate to emerging, or pharmerging markets. #socpharm

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Hi @: always good #socpharm :)

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@ LOL, but I didn’t study the word “neologist” for the SATs so I had to google what it meant. #socpharm

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@: You know, we like to make up words. #socpharm

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RT @: : T1: Check out Why Pharma Should Be Thinking ‘Glocial’ http://t.co/3LGI318F #socpharm

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T1: We’re seeing highly social and actively engaged people in emerging market countries…this is obviously an opportunity. #socpharm

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The blog got me thinking of the impossibility of pharma to truly contain it’s branding messages to the US/NZ only. #socpharm

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@: You’re thinking the DTC issue? #socpharm

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@ Yes, at least on websites pharma can say “US only” but FB other social sites not feasible. #socpharm

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T1: In emerging markets, there’s legwork to do before even getting to DTC as it relates to SM. #socpharm

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@: Hi there #socpharm -ers – happy to make it this time! I work for Roche, but tweet here in my own mind :)

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T1: It’s going to be primarily about reputation and becoming integrated within government apparati. #socpharm

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T1: But building your glocial presence strategically and thoughtfully can help with these kinds of challenges. #socpharm

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@: Interesting challenges/opps delivering consistent brand message given communication/cultural considerations. #socpharm

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T1: So you are advocating leveraging social media as a valuable tool in emerging markets, not just US. #socpharm

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@: Exactly…consistency is essential. #socpharm

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You can direct FB pages at specific countries RT @: @ “US only” on FB not feasible. #socpharm #socpharm

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T1: Gosh pharma hasnt even gotten it right in the US yet! #socpharm

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Hi I’m @: . I’m late. #socpharm

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@: Yes, that’s because our conversations are increasingly global and social is homogenizing. #socpharm

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@: It’s true. I make that point in blog post. But there are compelling reasons to look closer at glocial presence. #socpharm

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global spread of msgs on the internet (not just SoMe) is of increasing concern for regulators. No more “Info walls” #socpharm #socpharm

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@: Thanks, I obviously had no idea! So can FB pages be shown only in specific countries? #socpharm

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@: technology allows us to target countries on Facebook, but the larger question is how to segment our global strategy on FB #socpharm

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#socpharm thoughts? http://t.co/BtAEabd3 BI’s Pharma-ville could salve industry’s bad reputation

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And I’m Shwen Gwee and I’m only here for a brief moment … :) RT @: : Hi I’m @: . I’m late. #socpharm

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@: yes, in the settings you can choose single or multiple countries where FB page is visible. #socpharm

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#socpharm sorry im late. Wanted to learn more about bi’s syrumville

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#socpharm Hi @:

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@: Hi Sabine – that’s interesting – is it all or nothing? Or can u select which countires? #socpharm

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@: What level of research/insight do you recommend prior to posting content? #socpharm

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@: Hey Lizzie! When r u coming to visit? #socpharm

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@: hey, you…how’s the babe? #socpharm

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@: Who me…? Oh, u mean that babe ;-). Doing well. Walking. Running. Talking. Growing up fast :) #socpharm

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So what kinds of success (or just general observations) have you seen glocially on FB for #socpharm? cc @

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@: when are you coming to visit? #socpharm

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Hi I’m interested in Syrumville as well #socpharm

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@: Is “glocially” meaning global and social? Serious question. :) #socpharm

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@: last I tried, I could choose specific (multiple) countries from a dropdown – page will not be visible in the non-selected #socpharm

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@: Yup. Serious answer ;-) #socpharm

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hi guys – sorry I’m l8, miss anything? #socpharm

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@: Critical to understand your global audience to inform content for global channels #socpharm

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@: Watch out, yer treading on @‘s inventiveness http://t.co/eyn2aEnc #socpharm ;)

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@: OK, thx – didn’t know that u could select specific countries to display. #socpharm

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@ Raises T2: What do you think about @‘s new pharma game Syrum? #socpharm http://t.co/p0OxDtDM

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@: May include demographics, culture and other geo-specific trends #socpharm

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@: @: Oops…. Sorry, Ms. Leigh… I’m glocially apologetic! ;) #socpharm

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@: Then you can target specific social content that will resonate with that audience’s wants and needs #socpharm

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@: @ y’all are seriously toying with me #socpharm

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T2: I’m not sure what I think yet but cant wait to see metrics/results! #socpharm

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Pharming Glocially Saving the World one disease at a time #socpharm

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@: alot of work to be done by pharma to penetrate emerging mkts, but think social can provide effective entry #socpharm

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T2: I haven’t played w/ it yet, but I like the concept. It’s good to educate consumers abt “pharmville” – bravo to @ #socpharm

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T2 I am excited by the potential for gamification as an adherence driver. Any1 get a peek yet? #socpharm

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@: Welcome! We discussed pharma thinking ‘glocial’ and now talking Syrum: http://t.co/2QnEOtk2 #socpharm

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T2: Love the graphics but wondering about ultimate objective…fun or change behavior? #socpharm

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T2: Can’t wait to see Syrum, love the whole idea. @ & @ taking things to the next level. #socpharm

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Trading cards with #socpharm aviators #gamification

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T2: I hope now that they have built it, they will come #socpharm

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RT @: : T2: Can’t wait to see Syrum, love the whole idea. @ & @ taking things to the next level. #socpharm

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#SocPharm – OK, sorry – gotta go for now. It was brief but fun :)

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@: @: setting country restrictions (pos/neg) in FB page permissions (pic from a personal page I run) #socpharm http://t.co/GfVneAwQ

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@: take care :-) #socpharm

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@: Article said they’d be launching at end of year. #socpharm

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T2: Syrum could be positive for entire industry, show the public how tough pharma production is and thus why drugs are so costly #socpharm

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@: – good to c u even for just a few mins, next time… #socpharm

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@: Peace, bro. #socpharm

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@: Exactly. It would be great if it’s fun and it catches on. #socpharm

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On the other hand it could make pharma production look like all fun and games #socpharm

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or that they will come in dec :) #socpharm

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you know – it doesn’t have 2b a mega hit 2b successful. #socpharm

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T2: I agree that education on the pharma industry is great but will people want to play it? #socpharm

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#socpharm Interesting at the end about having sympathy for the pharma industry – how tough it is to bring drugs to market- And use #SM

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@: That’s always the balance that pharma has to be aware of #socpharm

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at #PACE11 earlier this week, something similar was using secondlife to teach patients 2 take meds #socpharm

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@: …and use the meds… #socpharm

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@: There’s value there; not sure I’m seeing it with syrum…what is the objective? Fun’s not going to be enough. #socpharm

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@: interesting would love to see that #socpharm

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@: that’s interesting,along that vein #secondlife could create an even more vivid drug development experience #socpharm

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Any other thoughts on Syrum? #socpharm

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great idea! while presenter didn’t give a link, I’ll try to reach out and c if I get one from her by next wks chat #socpharm

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I never got into SecondLife. Is it still active? Are brands still taking part? #socpharm

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@: Syrum – no addtl thoughts until I c and even check it out … #socpharm

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#socpharm I’m not sure I learned more about farming on farmville, but I would like to play Syrum

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@: Yes. Unless there’s a goal to affect decisions and behavior, it’s just a game. #socpharm

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I know ‘gamification’ is the new buzz, but games need to be thought out: clear outcomes (behavior, awareness). #socpharm

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@: thanks! #socpharm

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RT @: : I know ‘gamification’ is the new buzz, but games need to be thought out: clear outcomes (behavior, awareness). #socpharm

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Aren’t games mainly about having fun? …and hopefully giving some skills or knowledge – shouldn’t overexpect #socpharm #socpharm

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I was thinking the same thing. Is it a game for the sake of a game? but I’m a sceptic #socpharm

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@: How about @‘s Social Media Mantra to counter gamification buzz? Mission, Tool, Metrics, Teach. #socpharm

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@ As with all new shiny objects! #socpharm

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@: Sure. Games for kids, but games for health s/b fun AND have a behavior/goal. #socpharm

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@: Wow…where have you been??? #socpharm

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@: @: – yup just like BusyTown used to for our kids – Dr. Diane said “Put a Bandaid on it!” #socpharm

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I see #syrum as nice way to explain why drugs are different from other goods – we have s’th less playful & very popular #socpharm #socpharm

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games n tools don’t hv 2b complex w deep messages 2b effective, simple incrementl messaging during engagement works best, no? #socpharm

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RT @: : @: How about @ SM mantra to counter gamification buzz? Mission, Tool, Metrics, Teach. #socpharm

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I mean: there is big interest in learning about the process of drug development. Not everyone is so into it as we #syrum #socpharm #socpharm

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@: which would be great as long as people play it! #syrum #socpharm

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I see #syrum as nice way to explain why drugs are different from other goods – we have s’th less playful & very popular #socpharm via@skoko:

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T3: HPV vaccines low uptake attributed to lack of parents awareness & drs not recommending http://t.co/QkKtCLG9 #socpharm What do u think?

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RT @: : games n tools dont hv 2b complex w deep msg 2b effective, simple incrementl msg during engagement works best, no? #socpharm

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Thanks #socpharm – duty calls :)

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+1 @: : games n tools dont hv 2b complex w deep msg 2b effective, simple incrementl msg during engagement works best,no? #socpharm

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true, that’s still to be shown – let’s give it a try! RT @: : @: which would be great as long as people play it! #syrum #socpharm

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T3: I don’t know much about new vaccine uptake but in 6 years hitting half seems pretty good. Esp since tied to sex #socpharm

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Signing out, must get kids to bed and dog walked. Thx @ for invite tonight! #socpharm

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@ T3: Did you hear about CDC hearings on Gardasil for boys? If uptake is low for girls how will they sell this to guys #socpharm

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@: I will definitely be trying it! It is an exciting venture #socpharm

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It does seem > than media othwise noted. RT @: T3 … vaccine uptake but in 6 years hitting half seems pretty good… #socpharm

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@: Yes saw they recommended Gardasil for boys. think educated parents will buy in. #socpharm

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T3 HPV is still clearly a patient education opportunity #socpharm

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Good pt tho for insured isn’t it covered? RT @: @: Don’t discount the expense. HPV vaccine is quite costly. #socpharm

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My question is when does a game become communication and not a game? #socpharm

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Gr8 question! From day of 1st design meetng RT @: : My question is when does a game bcome communication & nt a game? #socpharm

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RT @: My question is when does a game become communication and not a game? #socpharm

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@ T3: Are follow-through rates of those getting whole HPV vaccine series is low? I know at least Gardasil shot painful #socpharm

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Our hour is up! Thanks everyone for sharing their thoughts. See you next mlouann: thanks everyone! #socpharm

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@: I hadn’t heard that & it’s an empowerment thing among certain tweens. I noticed my nieces talking about it, even on FB. #socpharm

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Good read >Social Responsibility: It’s Not Just for Brands Anymore (via @) -> http://t.co/ERHjkgbq #socpharm #epharma #hcmktg

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Great #socpharm chat tonight!

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thx for hosting @: , great chat every1. I’ll see what i can do about that SecondLife follow up. should be interesting. #socpharm

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@: thank you for hosting #socpharm Good night all! #socpharm

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@ Interesting, I was thinking I know some who never finished the series due to pain but it should be about empowerment #socpharm

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@: They seemed to be totally into the “one less” messaging. I think they felt it was right of passage almost. V. interesting #socpharm

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@ Interesting, maybe they should resurrect that ad campaign? #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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