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#SocPharm Tweetchat Transcript 10/6/2010

Posted by | 9:19pm on Wednesday, October 6, 2010

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Welcome to #SocPharm tweet chat. I’m Frieda Hernandez from Siren Interactive. Interested in all things pharma social media #socpharm

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Having some trouble with Tweetdeck tonight. Please introduce yourselves and state your interests #socpharm #socpharm

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Michael Spitz, Senior Digital Strategist with Ignite Health, a full-service healthcare communications company #socpharm

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Twitter has been acting up the last couple hours, might be difficult to have engaging dialogue this evening #socpharm

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Welcome@SpitzStrategy. So I see but we’ll give it a shot. Tweetchat.com is working better for me than Tweetdeck #socpharm

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#socpharm Jeff Greene (also tweeting under @) – interested in innovations around digital patient support and outcomes.

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Ellen Hoenig, strategy and mktg consultant w healthcare and patient focus…joining for first 1/2 hour…#socpharm

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Thanks @ & @ and welcome. We will assume all comments are personal POVs unless stated otherwise #socpharm

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@ suggested Topic1: How are brands using #Sermo, @, & @ to build relationships w/HCPs? #socpharm

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Sponsored discussions, for starters — seeded topics addressing clinical issues that drive back to the brands #socpharm

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Other clients are using Medscape for sponsored areas addressing treatment options and diagnostic info, pointing back to brands #socpharm

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@ Hi – and thanks! #socpharm

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For example, oncology lends itself to diagnostic techniques and biomarkers that suggest certain therapies #socpharm

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HCPs connect to medical topics, and KOL discussions — often an expert will be asked to present on a topic #socpharm

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@ Any insights/experiences you can share about effectiveness? (blinded of course) #socpharm

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HCPs are interested in the latest research, and the supporting data to substantiate claims and treatment decisions #socpharm

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Generally good — when HCPs start discussing a topic, their engagement levels proportionately rise #socpharm

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But HCPs are an opinionated lot, and dissent is common, even for established regimens, which can make things complex for marketers #socpharm

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Transparency is important, too — the most “unbranded” discussion, if led by a pharma, should be overt regarding intent #socpharm

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T1: #Sermo, @, & @ – What results are brands seeing from these HCP channels? #socpharm

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@ ooh this was my topic I think! I spoke to @ about @ today. Very impressed. Considering it srsly #socpharm

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We’ve entered the era where patient targeting is increasingly significant — so patient identification and case studies reign #socpharm

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Hi @, Thanks for joining. What impressed you about @? #socpharm

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I can say with some confidence that Medscape has gotten significant traction, at least in terms of pharma involvement #socpharm

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@ Do you think that online discussions mitigate more opinionated HCPs from dominating discussion or vice versa? #socpharm

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Yes, tell us about @, we have yet to work with them #socpharm

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@ Good question! Type A HCPs do have a tendency to dominate, but most are fairly well behaved on the boards #socpharm

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HCPs engaging in discussions are interested in expressing themselves — but also learning about new therapeutic options #socpharm

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What’s QuantiaMD? That’s new to me. RT @ Hi @, Thanks for joining. What impressed you about @? #socpharm

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In disciplines such as oncology, physicians are constantly seeking insights regarding combination therapies and even off label use #socpharm

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@ T1:Medscape certainly gets the eyeballs. Is it targeted enough and affordable for smaller brands/disease states? #socpharm

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That’s part of the danger, too — when sponsored discussions veer tangential #socpharm

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New to me as well! https://secure.quantiamd.com/ #socpharm

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@: Targeting is a problem for Medscape, but budget is an even bigger concern, as positioning can get very pricey #socpharm

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As pipelines dwindle, pharma must adjust away from blockbusters to niche and orphan drugs, with smaller target audiences, too #socpharm

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Medscape can BE very expensive because they know they are only game in town #socpharm

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I bet we’ll see a shift from the larger, pricier campaigns and online strategies to a more affordable, targeted approach #socpharm

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The digital world lends itself well to audience segmentation — that can work for HCP audiences on these forums, as well #socpharm

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On the patient side WebMD is the behemoth — very low engagement there, unless sponsored by major OTC meds #socpharm

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@ And Web MD is very expensive and does not want to ensure metrics #socpharm

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T1: Recent article on the various HCP communities http://bit.ly/bDO4gT #socpharm

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Fragmentation continues at a high rate, though — jury’s still out on the big platforms like Medscape/WebMD continuing to thrive #socpharm

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@ Exactly right on the metrics issue! Our clients complain frequently #socpharm

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WebMD also very pricey ! @: On the patient side WebMD is the behemoth — very low engagement there, unless … #socpharm

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T1: With increased emphasis on targeting and metrics, does it create an opportunity for smaller players to challenge? #socpharm

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July 15? Long time ago in the digital world! :-) #socpharm

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But points well taken and accurate — the real question isn’t if they’ll play, but where and how? #socpharm

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Hello all. Has anyone used epocrates in the mobile space? #socpharm

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@ You need participatory critical mass; HCPs are busy, and they mass together, usually led by an opinion leader #socpharm

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Engagement with high profile key opinion leaders within disease states gains credibility and gets the herd to follow #socpharm

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@ Do HCPs chat with each other through mobile? We see them primarily using apps and ePoc for POC decision making #socpharm

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Emergency room docs have led the mobile charge — many lurk on their home PCs after shifts #socpharm

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By “used” Epocrates do you mean market within it? #socpharm

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@ as far as I know, peer to peer is not an offering from ePoc #socpharm

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Marketing within Epocrates is tricky, because POC resources can be highly specific and actionable — where to position content? #socpharm

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@ Right, that’s what I figured — the thread began as a peer-to-peer discussion #socpharm

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I was a writer and eCommerce guy at PEPID for a while, several rungs below ePocrates, but in the same space #socpharm

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@ By use, yes I mean market within any of their offerings: contact mgr, esampling, edetail, doc alerts #socpharm

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Smartphones have revolutionized POC data for HCPs — the “skyscape’s” the limit! #socpharm

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Since we focus on #raredisease at Siren, we’re testing/seeking HCP channels that can target niche specialists. Not easy to find. #socpharm

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Dabbling in that space, as branded content gets tricky #socpharm

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@ Agreed! You need sufficient critical mass to participate, but many channels are too narrow to bring ROI #socpharm

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Personally, I think hospitals and advocacy organizations have great potential for HCP peer-to-peer online engagment #socpharm

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RT @: T1: Recent article on the various HCP communities http://bit.ly/bDO4gT #socpharm

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Pharma can’t and problably shouldn’t drive the discussion — but supplement it and provide meaningful information about molecules #socpharm

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T1: Does PI’s combination of services offer any advantages http://bit.ly/bazRgV? #socpharm

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Pharma is still not sure how it could and should play in these discussions — definitely a work in progress #socpharm

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@ welcome to #socpharm

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#socpharm Any thoughts about Within3? They seem to have a strong offering.

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The developer of a molecule has a storehouse of data — but the HCPs are actually in the field developing treatment insights #socpharm

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How’s the feeling of pharma providing the platform for specialty hcp SNs, and acting as facilitator? #socpharm

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@ @ @ is leading hcp-to-hcp learning collaborative +unlike others it’s #mobile native/ tech agnostic #socpharm

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@ Facilitator role for pharma is sound; also as expert consultant; but the HCPs should own and drive the conversation #socpharm

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Fully transparent, open-ended, and patient-focused discussions with subject matter experts (including pharma) are the way to go #socpharm

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Jeff_Greene Within3 looks promising — any insights you can share? #socpharm

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RT @: @ @ is leading hcp-to-hcp learning collaborative +unlike others its #mobile native/ tech agnostice #socpharm

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@ Agree. How do you feel HCPs would engage if they knew the platform was built by pharma? #socpharm

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@ Pharma would have to be completely transparent, and utilize an objective, impartial guide or facilitator #socpharm

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@ re: @ How does pharma sponsor, participate? What is the bus model? #socpharm

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Pharma also needs to characterize its role as subject matter expert of the molecule, and toss the ball back into the HCP court #socpharm

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@ to me @ is too salesy & unrealistic. Why don’t agencies put content on existing platforms w/ lots of users? #socpharm

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We’ve conducted market research in the States and Europe, and HCPs respect pharma so long as they provide worthwhile resources #socpharm

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“What value are you providing?” ask the HCPs — usually that has to do with clinical studies, journal papers, and raw data #socpharm

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@ Within 3 has several different models for pharma (ad boards, investigators) or medical associations (virtual conf) #socpharm

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@ Hey Spitz. Great tweets from #socpharm. Are there any presentations up w/ these mobile stats? Cheers.

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“Show me the data!” is what HCPs want; pharma is in a good position to provide it — and the forums for open, patient-focused talk #socpharm

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Welcome @ #socpharm

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RT @ Transparent, open-ended, & patient-focused discussions w/ subject matter experts (including pharma) way to go #socpharm

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@ Mobile stats abound! Recent Nielsen study, plus results from the EU #socpharm

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The other “no no” is presentation — HCPs do not want to be “marketed to” — more clinical and raw the feel, the better! #socpharm

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Pharma should sponsor platforms and provide data — then step back and let the HCPs do what they do best #socpharm

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Unfortunately we’ve come to the end of our time though delayed by Twitter issues. See you next Wed at usual time 8 pm EST. #socpharm

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@ #socpharm My take on Within3 is they want to be a network of niche Sermos. If growth continues they’ll have compelling depth.

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“Give us the tools we need to succeed!” is the HCP mantra — pharma can do just that, and let the data speak for itself #socpharm

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Thanks to @ for moderating a terrific tweet up! #socpharm

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#socpharm Thanks all for 2nite. Quantia an interesting takeaway. See, I always learn something on Twitter. :)

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Yes, me too — Quantia and Within3 worthy of note and further investigation #socpharm

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Always good to stir up @ too! #socpharm

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@ How do I join in #socpharm next Wed? Any instructions? Thanks.

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Thanks @ @ @ @ @ @@ellenhoenig @ for a great discussion #socpharm

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Thanks all #socpharm

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@ I will post the transcript to the SocPharm ning network http://bit.ly/aYjN2O. Please join! #socpharm

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@ My Bad! Here’s the correct link for info on joining SocPharm tweetchathttp://bit.ly/dwiGKPRT #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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