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#SocPharm Tweetchat Transcript 10/27/2010

Posted by | 10:21pm on Wednesday, October 27, 2010

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I?m Lexie @ #Ketchum Digital. I ? science, smart doctors, & helping people be social, learn more, & feel better. #socpharm

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#socpharm starting? I’m Michael Spitz, Digital Strategist with Ignite Health, a full service healthcare communications company.

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@ yep #socpharm has begun. Thanks for joining!

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@ hope you’ll join us over at #socpharm! no zombies allowed. :)

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Sorry making my wife a gourmet dinner #socpharm

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In meeting with a lot of physicians they are scared to death of social media in general #socpharm

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Also heard in last research “I’m tired of spending so much time on the Internet” #socpharm

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Docs also like to address specific, detailed, clinically relevant and documented topics — free flowing open chat is new to them #socpharm

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The key is to develop a SM tool to help them get the info they need and cut thru clutter #socpharm

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Scheduling is also an issue for real time social media doc chat — SERMO discussions can be left and revisited #socpharm

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I Agree! @ Docs also like to address specific, detailed, clinically relevant & documented topics #socpharm

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@ No med school students were not in our research but we did interview younger docs +they are getting weary of Web time #socpharm

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The Twitter interface is also poor for chatting; who wants to keep adding hashtags to open strings? :-) #socpharm

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Basically went from too little info to too much..I love what Sanofi did with their HCP site #socpharm

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@ i heard that too recently RT @ heard in last research “I’m tired of spending so much time on the #Internet#socpharm

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Docs would spend more time on the Internet if the Internet would be more receptive to targeted user needs #socpharm

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@ As one doc said to us it’s like trying to find relevant articles when there are 10,000 #Internet#socpharm

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Docs also need quick and intuitive access to clinical data — Twitter is awful as a multimedia sharing tool #socpharm

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Providing Medical Practice Management Tools and Resources | iPractice #socpharm” target=”_blank”>http://t.co/bPzFXrk#socpharm I think an excellent site

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@ We’re on your side! All of us would love for it to take off — suggestions on how? #socpharm

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@ true, but my latest @ use isn’t getting the numbers I’m used to from 07,08, 09. It’s hard to know what they want #socpharm

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Signal-to-noise ratio is a challenge online in general, but even more so if you’re looking for urgent health info #socpharm @

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@ @ @ I think they lost when they decided to get in bed with pharma #socpharm

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@ Not to mention credibility #socpharm

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@ Monetization is a tantalizing temptation — why Facebook resisted for so long — you’re right about SERMO #socpharm

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@ Well for one PCPs want to use the device on their belt or in their purse not the interwebs #socpharm

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Hi all. Frieda Hernandez here from Siren Interactive, buz dev/strategy and joining late. #socpharm

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When we last did research docs said their level of trust with pharma info was still high except when it came to mass market drugs #socpharm

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@ Understood — we’re just speculating about longer term viability, stickiness, popularity — and usefulness #socpharm

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@ We did some market research, too — so long as pharma sticks to clinical data & doesn’t dress it up, docs are on board #socpharm

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@ The more complicated the drug (i.e. cancer drugs) the more they are on board #socpharm

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Twitter chats aren’t Sermo; they’re not Facebook; they’re not forums. They’re just easy-to-use serendipity parties. #Socpharm

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@ Twitter chats in general will live a while. But they’ll also evolve. A lot depends on what Twitter does too. #socpharm

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Most docs are afraid of social media lots of legal challenges #socpharm

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T2: the FDA’s “ghost rules” of context (http://bit.ly/c7wXL7)> Are we responsible for content we don’t control (e.g. on Facebook?) #socpharm

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We tried to get docs to sign up for Twitter chat on new development of a drug and did not have success #socpharm

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@ Agreed — less complicated drugs also tend to be more commoditized and less specialized, raising skepticism #socpharm

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But when we used a closed loop non-public chat we were able to get them onboard #socpharm

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@ Like one doc told us “I dont need to see anymore info on Lipitor or Viagra #socpharm

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The boundary between “branded” and “unbranded” content is tough enough without introducing form and content issues #socpharm

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@ I can’t see how a branded Twitter chat would work for docs. Twitter’s not the right medium for that particular use. #socpharm

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FDA needs to separate the pharma content from the associated content — and context — but it becomes difficult to define #socpharm

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@ could be re: #Sermo — but why isn’t there a way to create secure physician portals & share the wisdom to pharma safely #socpharm

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T2: Pharma shouldn’t be responsible for content they cant control, but can they encourage conversation to sway one way or another? #socpharm

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Industries don’t have to try to fit every medium into their arsenal. Pharma Marketing on Twitter is probably an exercise in dopery #socpharm

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Heard that from Uros years ago! RT @: @ Like one doc told us “I dont need to see anymore info on…Viagra #socpharm

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Now if it’s your web page, you own (and are responsible for) that page & everything within & directly connected to that page #socpharm

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FDA is confused by digital boundaries, equating ownership and responsibility with every unique url #socpharm

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RT @: FDA needs to separate the pharma content from the associated content — and context — but it becomes difficult to define #socpharm

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The Web does not work like a bulletin board, TV commercial, or pamphlet — the web is dynamic and interactive #socpharm

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The Web also has limitations imposed on content — so fair balance becomes a nightmare if the FDA does not allow one-click linking #socpharm

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Fair balance is archaic, too — Who actually reads the 2.5 point font fine print? Presenting it doesn’t mean it is understood #socpharm

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Digital offers a whole new way to experience content — out-dated regulations preclude exploring exciting new possibilities #socpharm

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@ YES! RT @ FDA is confused by #digital boundaries, equating ownership & responsblty w/ every unique url #socpharm

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@ true, but not talking about ads, more about social media type “conversation” #socpharm

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Once new and better methods are discovered to share fair balance the scale will tip to better utilization of emerging technologies #socpharm

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@ “conversations” will happen when adverse event and reputation management are figured out #socpharm

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@ When Gen-Y folks eventually run the government these opportunities will become self-evident; hard to teach folks new tricks! #socpharm

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@ true, but social conversation is very hard to influence — & angry anti-pharm activists often can’t be “swayed” #socpharm

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FTC says terms and conditions can be confirmed with a check box for a home loan on the web; why not Fair Balance? #socpharm

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Now government (& industry) leaders look at the “Like” feature w/ horror; in a few years it’ll be how we all experience data daily #socpharm

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Gd idea! RT @: FTC says terms & conditions cn B confirmed w/ a check box 4 a home loan on the web; y not Fair Balance? #socpharm

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@ @ #Google advertising algorithms just got a lot more cloudy! #socpharm

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@ Good analogy; presumably potential stroke or heart attack are scarier to regulators than a foreclosure! #socpharm

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We need to discover new ways to experience fair balance information, such as using multimedia and interactive features #socpharm

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T3: why aren’t any pharma folks presenting @? Why is innovation not embraced more visibly by pharma? http://bit.ly/9GFKuB #socpharm

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@ Unfortunately, recent abuses in the financial industry make it hard to hold up as an example :-) #socpharm

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@ Because pharma is terrified of liability issues when making public presentations — same rules apply for conferences #socpharm

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Pharma is also afraid of potential PR nightmares — if they say X they are quoted as Y, if they move Here they should move There #socpharm

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@ yeah, but with the future of healthcare moving towards #meddevice & #biotech, there’s no time for fear #socpharm

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Humorous: Imagine writing and designing a TED talk, and then sending the PowerPoint deck through regulatory! #socpharm

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Agree big missed opportunity @ @ future of healthcare moving towards #meddevice& #biotech #socpharm

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We all agree in principle — But when you walk the halls of pharma you realize that it all boils down to “regulatory approval” #socpharm

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That’s why this stuff has to originate OUTSIDE of pharma — pharma has the money, and can be connected with unrestricted grants #socpharm

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We can argue this (correct) point forever, but asking pharma to not “be pharma” begs the question and gets us nowhere #socpharm

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@ eh, I’ve “walked the halls of pharma” & still don’t feel that regulatory approval is all it is about. there’s more. #socpharm

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Let’s think of creative ways to engage pharma money and benefit, but without exposing them to risk #socpharm

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Funny! RT @: Humorous: Imagine writing & designing a TED talk, & then sending the PowerPoint deck through regulatory! #socpharm

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@ Sure there’s more — but it’s a slow and tedious process — we do it every day — and solutions must come for all directions #socpharm

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Agreed RT @: @ yeah, but w/ the future of healthcare moving towards #meddevice& #biotech, thr’s no time 4 fear #socpharm

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Thanks for the talk and moderation @ #socpharm

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Some pharma companies are more progressive than others; a targeted approach is a sound approach, for patients and companies! #socpharm

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We have to! RT @: Let’s think of creative ways to engage pharma money and benefit, but without exposing them to risk #socpharm

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RT @ Humorous: Imagine writing and designing a TED talk, and then sending the PowerPoint deck through regulatory! #socpharm

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Thanks all for another excellent #socpharm convo and @ as a terrific moderator!

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For now, let’s see what the FDA/DDMAC writes up and tosses at us regarding guidance — allegedly by 12/10/2011 #socpharm

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Indeed! Many thanks to @ (not @ :-) for a terrific tweetchat — proving that tweetchats can work, right @? #socpharm

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@ @ @ @ @ @ @@ellenhoenig Thanks for joining #socpharm! :)

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@ They *can* work, but they need careful leadership. Not sure if they’ll scale, but so far so good. They must be fun. #socpharm

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@ good point > my answer http://bit.ly/acbUj7. you & other closet dorks who reply @ me need to start joining #socpharm chat. ha!

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@ My pleasure – good job! Cheers! #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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