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#SocPharm Tweetchat Transcript 11/3/2010

Posted by | 9:37pm on Wednesday, November 3, 2010

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Excited to be joining #socpharm discussion tonight . I am looking fwd to answering your ?s on TweetPharm – http://bit.ly/9W0AHi

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Watch this video & Roche will make donation to kids w/diabetes Our very own @ is video star! http://youtu.be/nkLHgK94Z0E #socpharm

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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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@ Welcome! Got started a little late – was distracted by diabetes video I just tweeted about. #socpharm

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I’m Eileen from Siren Interactive (we work w/ #raredisease therapies) & I’m fascinated by the use of the interwebs for health. #socpharm

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@ I saw the video earlier today and think it is great. #socpharm

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Hi there! PR_in_Pink here– interested b/c I work in healthcare communications and PR. SM is a great component to PR and marcom. #socpharm

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T1: @ does a wonderful job of collaborating w/pharma on meaningful campaigns to increase awareness. Any other examples? #socpharm

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I’m Joey Barnes, biz dev dir from Intouch Solutions (full-service interactive marketing agency focused on the pharma industry) #socpharm

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I know that @ collaborated on Twitter w/ @ to increase awareness of epilepsy. Other examples? #socpharm

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I forgot this: We?ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them)

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Not familiar with specific examples but it’s good to see collaboration b/t patients and advocacy groups and pharma. #socpharm

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T2: @ is here to answer questions about TweetPharm Twitter Tool! http://bit.ly/9Wogxz. Why did ur team decide to do this? #socpharm

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Mark working the area of physician edu, adult learning, and strategic communication to improve patient outcomes #socpharm

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hello everybody, sorry I’m late!!! health activist, patient advocacy, all things social media and health care, that’s me #socpharm

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@ would love to find the agency behind @ , although not a US campaign, a great exp http://realmsvoices.com #socpharm

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@ Partnering w/ a nonprofit is a great way for pharma to gain trust. #socpharm

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Brent Rose from DSI. Currently working on some sm programs. Looking for advice on monitoring #socpharm

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@ Not familiar with @, thanks for sharing! I like the idea that the voices are REAL :) #socpharm

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We were gathering the information on occasion for our own knowledge and believed it would be of service to the industry. #socpharm

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@ Agree- it’s about collaboration and pharma demonstrating they’re listening to patients and providers #socpharm

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@ voices need to be real!! #socpharm

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@ yes, they did such a great job w/the video contest. awareness via cross-platform social effort twitter, FB & site #socpharm

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Listening in and agree RT @ @ voices need to be real!! #socpharm

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T2: @ How will you keep the tool updated? That’s going to be key. It’s great BTW. #socpharm

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@ hello!! #socpharm

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@ Hi there. How’s it going? Lurking in here on #socpharm chat :)

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@ I’m Lexie @ Ketchum Digital, helping our pharma clients go digital. I join #socpharmfor insights & @‘s timeless lulz

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@ I say that truth is stronger than fiction! #socpharm

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@ we will review the list daily when new co’s meet the current criteria for listing #socpharm

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@ LOVE the visualization of data on TweetPharm! I’m a big fan of semantic network infographics. #socpharm

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@ @ their channel mix was perfect! #socpharm

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@ How will you find out when new pharma cos join Twitter? #socpharm

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@ add’l we will add more functionality and data outputs in the future based on reco’s and feedback from the industry #socpharm

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tweetpharm is a great tool, it demonstrates what pharma is doing, but what would be powerful is to see associated mkt tools #socpharm

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@ thx! we hope to aggregate the data we are collecting and provide graphs and charts to show trending soon #socpharm

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@ we have set up alerts and will do some manual searching weekly if not daily #socpharm

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agree RT @ @ LOVE the visualization of data on TweetPharm! I’m a big fan of semantic network infographics. #socpharm

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So @ did you have a specific question about SM monitoring? #socpharm

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@ Very nice! #socpharm

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@ T2: Nice work, trending data will be an interesting addition. #socpharm

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If any of you have recco’s for how to make the tool more valuable or to service our industry better, pls share #socpharm

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@ great job w/Tweetpharm! Any future plans to monitor sentiment of co tweets? ie: who’s tweeting “valuable content” vs.PR #socpharm

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@ W/ #raredisease at Siren we find SM monitoring tools have to be overlaid w/lots of human intelligence 2 glean insights #socpharm

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@ we also hope those in the know will us the contact us link on TweetPharm to alert us of new/possible additions #socpharm

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My q: what’s the group think about duration of time / freq for monitoring post event #socpharm

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Data means nothing without recommendations > actionable insights #socpharm

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T3: RT @: My q: what’s the group think about duration of time / freq for monitoring post event #socpharm

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@ Will you be able to aggregate key words? #socpharm

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what is the criteria? RT @ @ also hope those in the know will send links 2 TweetPharm to alert us of additions #socpharm

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@ I’ll be sure to let you know when any new pharmacos follow me! #socpharm

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In the immortal words of Socrates “I drank what?” #socpharm

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@ Thx! Couldn’t agree more! #socpharm

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RT @ tweetpharm is great tool, it demonstrates what pharma is doing…would be powerful is to see associated mkt tools #socpharm

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@ Thx. I will make sure to let everyone know when we incorporate in the next phase. #socpharm

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Can’t respond to all the nutz on social media therefore need to quantify threats by share of voice #socpharm

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@ keep in mind Pharma, contrary to what we think, is strategic these hashtags are part of a bigger strategy and mkt mix #socpharm

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@ cc @ suggest monitor 2-3 mnths b4=benchmark. 1, 2, 3 mnth intervals during (or howevr long campaign runs) #socpharm

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@ Most definitely. This is just the start. We r currently looking into ways to demonstrate the quality of the convos #socpharm

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LOL! Been waiting for you to joins us, Rich. RT @: In the immortal words of Socrates “I drank what?” #socpharm

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@ cc @ also 1st figure out how far you want to monitor back to. ie: 6 months, 1 yr, for benchmark #socpharm

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@ I personally will make sure to alert you and other via #socpharm and other channels.

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I agree with @ benchmarking beforehand is key to demonstrate results/impact of a campaign. #socpharm

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@ Great recommendation, I will get with my team to investigate. Any key words in mind? #socpharm

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@ When you say “post event” do you mean a specific campaign? I’d suggest baseline & then depends on volume… #socpharm

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@ cc @ also recommend never stop monitoring. It should be baked/budgeted into every mktg plan. continuous #socpharm

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@ That would be much appreciated! #socpharm

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@ @ . in order to execute program, required to monitor after campaign. #socpharm

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@ what are the plans to create a revenue stream for this product? It is a great analytical tool to c trending & behavior #socpharm

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Don’t understand the q RT @: My q: what’s the group think about duration of time / freq for monitoring post event #socpharm

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Amen! RT @: @ recommend never stop monitoring. It should be baked/budgeted into every mktg plan. continuous #socpharm

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@ words would be associated to an analysis of HC behaviors of adults linked to problem solving #socpharm

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Amen. RT @: @ voices need to be real!! #socpharm

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@ Thx! Will keep in mind. I will make sure to share this point with our emerging media team. #socpharm

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post campaign monitoring is required, looking for benchmarks re: how long after to meet reg/leg obligation #socpharm #socpharm

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@ cc @ social media monitoring should be the “new” Vis Aid tactic in the SOW. Just budget for it. Always :) #socpharm

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Never stop listening via ALL channels but only respond when you have something to say #socpharm

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Sometimes it’s better to let people vent than to try and say “calm down” #socpharm

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@ agreed, but need to crawl b4 walk #socpharm #socpharm

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Monitor social media ? Hell, most pharma comps dont even leverage their web analytics fulls #socpharm

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@ we do not have any plans to turn this into a revenue stream, maybe a possibility? #socpharm

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@ Most people just want to be heard. #socpharm

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@ i’ll try my best. small, short campaign pilot. obligated to monitor 4 usual reg/leg reasons post camp lookin 4 bchmk #socpharm

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@ question re: monitoring for #socpharm. We’re jumping in for brand + corp clients but fear around AE’s … http://tmi.me/2R9Mr

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@ question re: monitoring for #socpharm. We’re jumping in for brand + corp clients but fear around AE’s = ubiquitous. thoughts?

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SM is more then a vis aid tactic it is a way to monitor and determine behavior specific to HC & directly related to adult learning #socpharm

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just takes lil’ digication ;)RT @ Monitor social media? Hell, most pharma co dont even leverage their web analytics full #socpharm

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@ I’ve been monitoring SM for some pharma clients for 3 years. Just follow usual AE process. #socpharm

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@ Yes and social media gives them that chance but not listening and responding can upset them more #socpharm

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What I have found is most clients have too much data but too little “what does this mean for us” #socpharm

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we need to do just as good a job educating on the what/how/why of #SM as we do the creative pitch. otherwise it’s a foreign pitch #socpharm

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@ Most make the mistake not monitoring social media and listening to feedback until it’s too late. Also fear of AEs @ #socpharm

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@ Hard to say without knowing more deets & depends on campaign response… #socpharm

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@ @ The fear of huge numbers of AEs to report is a red herring. Current data shows quite otherwise. #socpharm

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see my last post RT @ What I have found is most clients have too much data but too little “what does this mean for us” #socpharm

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@ I totally agree if u listen u MAY need to report but there r ways 2 listen carefully & learn. I c SM in terms of edu less mkt #socpharm

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As VP recently told me” IT group sent me a 45 page slide deck of our website analytics. what the hell am I supposed to do with it? #socpharm

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@ The reg/legal obligation wld depend on the pharmco. Nothing written in stone. shld cont 2 monitor any live channel #socpharm

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@ @ That is why they need a process to quantify threats to the brand #socpharm

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@ I think @ was referring to the fact that every brand insists on vis aid, so we wish they’d insist on analytics #socpharm

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Almost 6PM here and it’s still 93 degrees !!! #socpharm

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@ agree. do you not attribute #SM monitoring to crawling? I knida do- a 1st step in activating your plan. No? thoughts? #socpharm

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Fear of AEs – read this: http://bit.ly/8bJ3aQ #socpharm

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@ we understand it is more than just the numbers and look fwd to telling the story behind the data in time #socpharm

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BIG #FAIL RT @ A VP recently told me “IT group sent me a 45pg deck of our web analytics. what the hell do I do with it?” #socpharm

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Agreed RT @: @ @ Fear of huge numbers of AEs 2 report is a red herring. Current data shows quite otherwise. #socpharm

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Anyone can monitor social media with all solutions key is to determine actionable path and what means to brand #socpharm

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@ thanks I agree, SM is more important for learning and trending. The long view is the MDs office as the ctr of HC #socpharm

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@ Have you seen any reports since famous Nielsen one? #socpharm

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I used to take Manhattan Research decks which were large and compress them into “recommendations” #socpharm

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@ It is almost 8 pm in KC and it is 58 degrees. I am jealous. #socpharm

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@ web analytics are useless someone educates you on what to look for and why. WORKSHOP! I should have been a teacher. LOL #socpharm

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@ Hottest November day on record here #socpharm

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Where have you been all my life? Thanks! RT @: Fear of AEs – read this: #socpharm” target=”_blank”>http://bit.ly/8bJ3aQ#socpharm

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@ hard to get into all deets now. i kno theres no real answer. esp out of context #socpharm

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Amen RT @: C my last post RT @ wht ive found is most clients have 2 much data, 2 little “what does ths mean 4 us” #socpharm

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BINGO RT @ @ think @ ref’ng to fact every brand insists 4 vis aid; wish they’d insist on analytics #socpharm

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@ I know but most pharma co’s only have one person for emarketing and she, he, is usually overworked #socpharm

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Agencies have to provide the insights/tell the story, majority of clients lack time and sometimes understanding to review reports #socpharm

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@ depends on the org. 4 me, just trying to crawl rght now. #socpharm

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Can lead to spreadsheet analysis paralysis #socpharm

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there is a company in my space perpetually.com that archives web pages and data over time. Very impressive #socpharm

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I do this all day long RT @ used to take @ decks which were large &compress them into “recommendations” #socpharm

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@ No worries, it was worth a shot! #socpharm

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@ totally agree! Sometimes building in language around how to manage AE’s. One way to manage is w/ syndicated reporting #socpharm

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@ AMEN. Couldn’t agree more. #socpharm

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Thanks for another invigorating chat. Be sure to join us on Nov 17 when @ from Shire will guest moderate. #socpharm

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Remember..it’s about patients and what they need. Remember that and we will make a difference #socpharm

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@ if you can’t/don’t measure web analytics, how do u refine content, user exp, SEO & lead gen effort? Priority, IMO. #socpharm

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@ I saw same :) RT @: Agreed RT @: @ @ Fear of huge AEs to report is a legal red herring. #socpharm

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Thanks for sharing insights, resources, and great discussion all! #socpharm

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Any in Boston next week for eye4pharma conf. Would love to meet up. #socpharm

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@ @ if the only way to motivate clients to move forward is the risk/ reward scenario, we aren’t doing our jobs #socpharm

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@ Agree but remember a lot of DTC marketers love TV and see Web as necessary evil #socpharm

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@ totally know how you feel. have been there w/others. Does your company have a task force leading SMgovernance efforts? #socpharm

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yes thanks @ and @ for moderating RT @ Thx for sharing insights, resources, and great discussion all! #socpharm

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@ Thanks for inviting me. It’s been insightful. Will participate again in the future. #socpharm

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Thank you, @ for moderating another great convo & all you super-smart #socpharmtweeps

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@ it’s a balancing act and a challenge as always. SM is simply a new territory we need to learn to navigate. #socpharm

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@ I wonder what they think of the DVR? #socpharm

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Thanks EOB #socpharm

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@ Not much especially when you see BS research that says people watch commercials on DVR’s #socpharm

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@ @ that happened to me w/ IT calling re: our #analytics decks. Yes fail but can be spun into big asset mgmt win #socpharm

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@ is that research sponsored or funded by the networks (grin) #socpharm

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Analytic people need to have marketing background so they can translate number into marketing opps #socpharm

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@ Yes it was and I said it was BS..reality is that people multitask #socpharm

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@ Well said, lady! RT @: @ it’s a balancing act + a challenge. #sm is a new territory we need to navigate. #socpharm

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@ http://bit.ly/cIaLvG #socpharm

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@ I know I caught the BS part. 3 screens now a days! #socpharm

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@ I try! Thanks for a great chat. RT @: @ @ Hey guys! Lexie you always make me laugh… #socpharm

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@ sorry if unclear. It’s a 140+ anecdote but in sum: it lead to agency proactively managing #digital assets for IT also! #socpharm

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@ it ended up as intro fodder for us to brands we weren’t touching in the first place, and IT became our clients also. Ha. #socpharm

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Great chat this week @ @ but must sign off. Multitasking to Modern Family is too distracting :) #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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