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#SocPharm Tweetchat Transcript 11/2/2011

Posted by | 10:11pm on Wednesday, November 2, 2011

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Welcome everyone to the #socpharm tweetchat on biopharma marketing & social media. Say hello!

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

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Hi Eileen, Janet from Chicago. #socpharm

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Hi Ciaran Bellwoar here – looking forward to a good conversation #socpharm

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T1 frm @ blog: Digital mkting more effective than TV. Why doesn’t pharma spend more online? #socpharm

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Hello #socpharm – ers!

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does pharma know more effective? @: : #socpharm

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T1: One woman’s opinion- Because they are scared to. #pharma has specific regs on how to act for trad media, not so for #socpharm

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T1: I’m a mess tonight! Here’s the link http://t.co/F2nefmiu #socpharm

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What is the ROI for DTC. Does #pharma really know ? RT @: does pharma know more effective? #socpharm

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Twitter seems to be a mess tonight – issues linking #socpharm

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@ Interesting point. Some say until sr leadership (who doesn’t maybe understand digital) age out it won’t change gr8tly #socpharm

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@: no, but like you mentioned, it’s a safe spot for them #socpharm

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I thought it was me! RT @: Twitter seems to be a mess tonight – issues linking #socpharm

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Wow here is the right link to @‘s blog: http://t.co/0tUPHP3x #socpharm

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At Google ThinkHealth they said only place to reach 800M people: Facebook, Google search & YouTube. (no TV there) #socpharm

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@: The age old question :) Overall, I dont think anyone has a good pulse on SM ROI. #socpharm

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The rght ppl 2 RT @: : At Google ThinkHealth only place to reach 800M people: Facebook, Google search & YouTube. #socpharm

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Interesting article today in @ today about Ford and Facebook. For Focus campaign $69.1 ML TV, $15.0 Mags $10.2 ML internet #socpharm

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@ That is fascinating that they spend more on magazine advertising than online! #socpharm

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Also talked about how they built Facebook campaign. Maybe #pharma can learn from their experience? #socpharm

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The right ones too RT @: : Google ThinkHealth said only place to reach 800M people: Facebook, Google search & YouTube. #socpharm

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hi everyone sorry i’m late and having issues w twitter #socpharm

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@ Welcome! Everyone is having problems with Twitter. We’ll soldier on as best we can #socpharm

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@: one reason for less spend, Facebook was very cost-effective for eyeballs #socpharm

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@ Can you share article link? #socpharm

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Hey all, darshan here. Attorney/pharmacist/author/educator. Work with the Industry from IND through commercialization. #socpharm

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RT @: RT @: Pharma Sponsored YouTube Patient Videos Not Transparent Says Cleveland Clinic Researcher http://t.co/JPa9fd3L #hcsm #socpharm

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Ford/Facebook http://t.co/3njnn2Jo #socpharm

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RT @: : Wow here is the right link to @‘s blog: http://t.co/0tUPHP3x #socpharm

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Sorry guys, came in late (with all the twitter issues). What is the current question? #socpharm

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@: Do u think this is true? All disease education/pt stories I’ve seen have been pretty clearly sponsored. That’s the point. #socpharm

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i’m late too. issues here too #socpharm

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@: @: This, and the last “study”, remind me that doctors are not regulators. May not know what 2 look for. #socpharm

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@ Got distracted by this article saying pharm sponsored pt videos not transparent http://t.co/Un4omW7I Everyone agree? #socpharm

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Amen! RT @: @: @: This & last “study”, remind me that drs r not regulators. May not know what 2 look 4 #socpharm

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Isn’t one of the points of doing patient and disease education to get the halo effect for the pharma company? #socpharm

” target=”_blank”>tonyjewell@eileenobrien @:
ours are clearly sponsored – on the blog, AZ tag on video. like here: http://t.co/2zaNIyuA #socpharm

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any patient video i’ve ever done had so many disclaimers and transparancy it was almost amusing! #socpharm

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@: Pharma has PR problem. Halo is more like horns nowadays. #socpharm

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But I thought the pharma indistry was moving away from patient testimonials due to regulatory issues #socpharm

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@: I hadnt heard that. Which issues specifically? #socpharm

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@: coz most can often be addressed. #socpharm

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T3: Klout: Does offline influence matter in #socpharm? & vice versa? http://t.co/Oak7uuQP Tx to @ for this question

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@: Yes. A thought leader is often one both online and offline. #socpharm

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Is it easier to gain influence offline or online? #socpharm

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@ all testimonials must b “on label” & diff to get a truely “on label” patient story w/o it being completely scripted #socpharm

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T3 I don’t think you can separate them. Offline reputation often jump starts online reputation #socpharm

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I know why they keep their algorithm a secret but it’s hard to give #Klout full credibility without knowing how they measure #socpharm

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@: Sure… but that doesnt seem like it would be….a regulatory issue. #socpharm

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gtg people. See you next week :) #socpharm

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I agree @: #socpharm

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@: I think it can go both ways, popularity can be found online and go offline. #socpharm

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T3 – Is online reputation just #klout or is it also followers, friends, connections and likes? #socpharm

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I agree with you RT @: : @: Yes. A thought leader is often one both online and offline. #socpharm

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@ in my experience regulatory has always been the one to pull the plug but that may be limited to certain companies #socpharm

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RT @: : I know why they keep algorithm secret but it’s hard to give #Klout full credibility w/out knowing how they measure #socpharm

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It’s great to see new thought leaders (and lots more of them) emerge online. #socpharm

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I think that more and more thought leaders are realizing the power of online media #socpharm

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#Klout is like someone doing research for you but refusing to state their methods, I wish it wasn’t that way #socpharm

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@ Klout seems to be 800 pound gorilla. But I’m abt quality of my interactions than quantity & that’s harder to measure. #socpharm

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@: Problem is like SEO, the more folks know, the more they game the system #socpharm

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how do you find your klout score? #socpharm

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@: Go http://t.co/QfT5B6Zl and log in using Twitter. I’ll send you invite. #socpharm

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The problem is @ reminds me of high school — trying to be more popular to get perks! #socpharm

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@: I know, but as a #marketresearcher the thought of not knowing how something like that is measured irks me #socpharm

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RT @: : The problem is @ reminds me of high school — trying to be more popular to get perks! #socpharm

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@: and as a person, the thought of not knowing how I am being measured irks me :) #socpharm

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Klout seems like a popularity contest but its a better way to measure influence than relying on something like follower count #socpharm

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T4: Did u see What Drs Wish Their Patients Knew? http://t.co/sw1nqOCE Interesting drs recommend u keep ur own records too! #socpharm

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@: Haha yes I agree #socpharm

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T4: considering one of the meds i took for yrs was mis-spelled when it went into the EMR I can’t imagine not keeping my own notes. #socpharm

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T4: aligns very well with the concept of the patient cenetered medical home #socpharm

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@: And there’s always room for human error. #socpharm

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T4: Keeping your own records goes hand and hand with being empowered as a patient and taking responsibility for your own care #socpharm

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First time I’ve heard that phrase. Explain pls RT @: T4: aligns very well w/ the concept of patient cenetered medical home #socpharm

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@: How about what patients wish their docs knew? #socpharm

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Wow – lesson for all RT @: : considering one of the meds i took for yrs was misspelled I can’t imagine not keeping own notes. #socpharm

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@: http://t.co/k1MLm6yG #socpharm

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@ That would be a different survey :) #socpharm

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@ Agreed- both sides of the conversation need improvement #socpharm

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@: Thanks for sharing! #socpharm

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Our time is almost up – any last thoughts? #socpharm

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another good PCMH link http://t.co/O3ECivSc #socpharm

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Thanks everyone for joining #socpharm tonight. I’ll post the transcript link. Have a great night!

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thanks everyone! #socpharm

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Wow, these #socpharm chats go really fast. Thanks @: for another good one!

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Good night all. Thanks for the convo and as always thanks @: #socpharm

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Join #socpharm next week when @ will be guest moderating. I’m sure she’ll have some good topics for discussion.

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@: thanks for soldiering thru twitter issues – good conversation #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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