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#SocPharm Tweetchat Transcript 1/18/2012

Posted by | 11:22pm on Wednesday, January 18, 2012

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Welcome to the biopharma marketing & social media (#socpharm) chat. We are lucky to have @ as our guest moderator this evening.

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Hey Eileen #socpharm

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As always, any comments will be assumed to be your personal opinions and not that of your employer. #socpharm

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@: Hello! #socpharm

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Good evening, @: Good evening everybody here at #socpharm Glad to see you all. Hope we have fun.

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@: and will not be legal advice or medical advice #socpharm

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I’ve got to remember to add that in :) RT @: : @: and will not be legal advice or medical advice #socpharm

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Hello everyone! No lurking tonight, please just say hi :) #socpharm

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@: np :) Most people dont face that issue #socpharm

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Hello @: #socpharm

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Joshua, Philadelphia. I’m working to prep for a meeting, but will try to join in as I can. #socpharm

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I’ll start with the first of our three topics in a moment, but we’ll do #socpharm introductions. I run @ Also @ @

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Hey Josh and Phil #socpharm

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@: You are a busy man :) I work at Siren Interactive, we focus on #rarediseases #socpharm

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Attorney/Pharmacist/ regulatory guy from Philly too :) #socpharm

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Good evening @:, @: and @ #SocPharm

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@: @: @: Hello. I hope 2012 is starting off well for all of you. #socpharm

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Hi All – Looking forward to the conversation. Chuck #SocPharm

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OK – first topic batting right up… #SocPharm

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Hamid from The Linus Group here. Bellow everyone. #socpharm

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#socpharm … Christine from DTC Perspectives, not lurking @: ‘listening in’ :)

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T1 CME: What should Pharma’s vision/role in medical education be, given technological/industrial/regulatory changes? #SocPharm

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Independent Consultant Medical Director @: @: @: @ #SocPharm

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Hi! #socpharm

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Hey @, Hamid, Chuck #socpharm

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@ @: Hey #socpharm

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RT @: : T1 CME: What should Pharma’s vision/role in med education be, given technological/industrial/regulatory changes? #SocPharm

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T1 follow-up: And when thinking about this, consider /opportunity/challenges of SoMe in medical education (eg: a #CMEchat analogue #SocPharm

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Frieda Hernandez here from Siren Interactive joining #socpharm

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@: To HCPs: Give us a take away, not a speech. To patients: Explain what it all means. #socpharm

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The Siren gang is all here!! :) #socpharm

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We represent! But I think there are more peeps from Philly in the virtual house. RT @: : The Siren gang is all here!! :) #socpharm

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Pharma has 2 play a major role They r closest to Clinical Trial data MT @: : What should Pharma’s vision/role in MedEd #SocPharm

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Philly in the hizouse ;) #socpharm

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@: ;) #socpharm

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Agree, pharma is closest to the science & needs to stay focused on sharing that. #socpharm

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@ Do you know about the #socpharm chat that’s happening right now? Probably useful.

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@: Good evening. Not ing ;) #socpharm

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I think pharma does bad job explnin benefits. Often tries to be everything to everyone. As an HCP, I want differences, not common. #socpharm

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“@PhilBaumann: : @: Good evening. Not ing ;) #socpharm” sorry! Still not lurking… IPhone died (yes, it does happen!)

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@: T1: How are we defining Med Ed? And is audience HCPs and/or patients/consumers? #socpharm

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Without promoting partly proven disease models @: : Agree, pharma is closest to the science & needs to share #socpharm

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@: #socpharm do you think that’s knee-jerk by Pharma due to FDA fear? Agree differences would be better

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@ I’m thinking of HCPs (glad you brought that up! ;) #SocPharm *However* thoughts on consumer are open here too.

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HCPs primarily RT @: @: T1: How are we defining Med Ed? And is audience HCPs and/or patients/consumers? #socpharm

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@: I disagree. There are often comparitive trials that can be referenced. Else, do the trials. Me2 =/ competitive. #socpharm

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Really? Pharma blamed often for over emphasizing benefits MT @: : I think pharma does bad job explnin benefits #socpharm

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@: see your point and I think there’s a benefit for Pharma there as much as for HCPs #socpharm

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@: Overemphasize = everything 4 everyone. Benefits = specific for specific pt. There4 both possible. #socpharm

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T1: thr has bn such a shift away from pharma funding Med Ed, not 2 mention providing content. I dont C how SM cn change that #SocPharm

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@: It will be interesting in future, when we are have more personalized medicine – will that shift the model? #socpharm

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In my experience Pharma many times splitting hair about benefits & safety #socpharm @: : @:

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@ SM can provide awareness. But funding is a problem. #socpharm

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@ That’s probably the correct answer ;) But sm does throw a monkey wrench into the world. #socpharm

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@ I think med ed will switch from HCP focus to pt. focus in the future. #socpharm

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@ Traditional cme, for eg, may not port well into sm. But: more & more, HCPs will go online for content/convo/q’s. #socpharm

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@: I have never understood what “personalized medicine ” means. We are already there with sooo many meds. #socpharm

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@ …So although pharma wouldn’t necessarily provide direct edu, it’ll hafta be prepared for the NWO so-to-speak. #socpharm

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RT @: Traditional cme, for eg, may not port well into sm. But: more & more, HCPs will go online for content/convo/qs. #socpharm

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“@FDALawyers: : @ I think med ed will switch from HCP focus to pt. focus in the future. #socpharm” different from current DTC effort?

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@ HCPs reach out via SoMed if the trust the other side. Like @ said, pharma has reputation problem. #socpharm

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@: For example, a sponsored post on Sermo re new drug & online convo abt it might replace formal dinner program? #socpharm

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T1 Just a thought: the future may not be with HCP edu, but perhaps a more ‘participatory’ kind – all groups convening together. #socpharm

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Hard to define patient specific benefits based on large clinical trial data @: Benefits = specific for specific pt #socpharm

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Shoulder tap: we’re going to move into T2 in a moment. #SocPharm (Feel free to speak about 1st topic, just add T1 to tweet).

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@: I doubt it. I wouldnt trust a sponsored post on Sermo personally. #socpharm

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T1 @: True, though clinical data will still be difficult for Joe 6-pack to understand. #socpharm

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Med Ed vs marketing Ed…pharma goals and physician wants/needs are often not totally aligned #socpharm

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@: Even if it referred to good scientific data? #socpharm

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@: I agree. But, thats the only way to get trustable results. #socpharm

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RT @: : Med Ed vs marketing Ed…pharma goals and physician wants/needs are often not totally aligned #socpharm

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@: Agreed on personalized medicine. We are already there with sooo many meds. (e.g. breast cancer->20 types w/diff meds) #socpharm

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T2 Sales: Sales isn’t dead imo..but: it requires ‘digital upgrading’. What does an effective sales team look like? *Who* is Sales? #SocPharm

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@: Yeah, coz i have no way of believing it. #socpharm

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@ Thats why i think unsol, off label will be VERY interesting. #socpharm

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@: Even if referenced article published in peer review journal? #socpharm

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@: It depends on what “sales” becomes. #socpharm

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T2 An effective sales team knows what is being said about their product’s indication in SM communities. #socpharm

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If sales is brand awareness/education, MSLs often better. If sales = brand specific messaging. Sales people better at it. #socpharm

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Agreed RT @: : Traditional cme, for eg, may not port well into sm. But:HCPs will go online for content/convo/q’s. #socpharm

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@: Right – I think it’s a ‘bad’ term. But – and it’s probably a different kind of ‘distributed’ function now. #socpharm

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@: It does not, by itself, guarantee trust. I would expect that there are other papers that I am not told off. #socpharm

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Gradations in review hence harder to trust ALL peer review @: : @: Even if referenced peer review #socpharm

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@ But can they do anything about what’s being said in sm communities about their products? #socpharm

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@: form & specifics of sales team TBD based on insights for prospect & unmet needs. #SocPharm

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Yep RT @: : T1 Just a thought: the future may not B w/ HCP edu, but…more ‘participatory’ – all groups convening tgthr. #socpharm

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Agreed @ @ It does not guarantee trust I would expect that there are other papers that I am not told off #socpharm

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@: Yep. And Sales doesn’t port into SM. …Still, there’s a rich talent there. How to re-flex that talent? #SocPharm

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T2: IMO Pharma needs to shift focus of sales from solely acquisition to retention and compliance. Then “sales” is also mktg team #socpharm

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@: Docs *do* need many of the services of sales – just not the annoyances. How to redesign flow w/new tech? #SocPharm

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Interesting RT @: T2 An effective sales team knows wht is being said abt their product’s indication in SM communities. #socpharm

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Amen MT @: : Pharma needs to shift focus of sales frm solely acquisition to retention/compliance. #socpharm

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@ Good point! Just thought I’d ask :) #socpharm

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@: Pharma also should be as proactive as possible in getting the truth out. Don’t wait until others define you. #socpharm

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@: Well said. Still, HCPs like to have people they can trust and rely on. Something for markcomm to consider, right? #socpharm

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@: Often it is the “annoyances” (repeated messages) that cause change. Need multiple touch points rep, SoMe,etc. #socpharm

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@ Sadly, truth is a result of “weighing of the facts”. Ppl weigh differently. #socpharm

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3 ways social media is transforming the doctor-patient relationship | Government Health IT http://t.co/pBF0rRze rt @ #socpharm

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@: In other words, there are long-term relationships which need cultivation. Balance tech with human w/marketing. #socpharm

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@ Yes, and that’s where the tech can fit in – those touch-points. #SocPharm

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@: agree! The doc/’sales’ relationship is important in my bystander opinion. But goes back to Trust issue raised in T1 #socpharm

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@: @: IMHO sales cares abt more scripts from whatever means. It’s how they’re measured and compensated #socpharm

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@: overall, IMO sales needs to been seen as an information/insight resource rather than sample source. Back to q of how #socpharm

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@: Thats why I know of companies wanting to switch to MSLs. #socpharm

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I think they meet different needs. #socpharm

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@: Agree, SoMe in closed platforms likely to become new supporting channel for delivering content to healthcare (Docs) #socpharm

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@ @ valid point on measurement/compensation. The whole system would need to change. Goes well past SoMe. #socpharm

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@: Why would HCPs see sales (who often give one sided info) as insight/resource? #socpharm

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A good convo moves fast!! We’ll move to our third and final topic in a moment. #SocPharm

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@: Key is that we all still need to finish CME/CE/CNEs. So CEs not going anywhere. #socpharm

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@: The issue now is which platforms/modalities/standards form. Now, it’s kinda wild west w/differing adoption rates. #Socpharm

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@: #socpharm why see sales as resource?? Good question :) I think they need to step up the game. Goes back to your pt on T1

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OK, T3 batting right up… #SocPharm

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@: Most sales to healthcare are not sample related (mainly pharma is), but majority becoming cramped in direct route #socpharm

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T3 Ethics of Online Monitoring: What responsibilities do orgs have r/t monitoring? (Think: *nuances/ramifications* of SoMe.) #SocPharm

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Many PCPs see sales as only resource of new information @: @: Why would HCPs see sales as insight/resource? #socpharm

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@: T3: Do you mean in terms of searching for adverse events? #socpharm

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@: If you are doing off-label…. LOTS!! #socpharm

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@: If you are not doing off-label: PR is often primary goal #socpharm

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@: orgs = Pharma/manufacturer yes? T3 #socpharm

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@: No one has landed the right mix that give providers info they need and control to stem the flow of marketing to them #socpharm

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T3 Transparency critically important in online monitoring… #socpharm

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@ Yes, sorry. 140 character limit I blame ;) Pharma companies (and their agents). #SocPharm

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@: Including AEs – but brand/company mentions; mentions of topics of interest. ..#socpharm

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@: IDK that pharma has an ethical responsibility to listen online, but it’s smart business & can lead to insights #socpharm

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T3In a perfect world and without consideration of FDA guidance, orgs should be compiling, responding to, investigating #socpharm

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@: – OMG…cant believe I missed this…will catchup now… #CMEchat #SocPharm

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T3: So: Let’s say PR is monitoring a topic of convo. The course of monitoring that topic could open potential responsibilities. #SocPharm

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T3 In other words: when you decide to “monitor”, you probably need to really consider what that means/entails before-hand. #SocPharm

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@ – issues is as much about control & participation, perhaps less about about funding. (more chance to get in trouble) #SocPharm

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@: #socpharm T3 complex issue. Could spend endless time confirming validity, not to mention ruling out misuse issues.

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RT @: : Agree & hve guidelines! When U decide 2 “monitor”, U need 2 rlly consider wht that means/entails before-hand. #SocPharm

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@: – not sure I understand. but I may define #meded differently. not sure it can be truly pt-centric. #socpharm

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+1 RT @: T1: Pharma just not a trusted source for traditional Med Ed. SocMed requires trust. HCPs avoid open forums… #socpharm

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We only have a few more minutes to go for #socpharm so get your last thoughts in!

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@: Why not? #socpharm

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@: – i think we need to think through definitions of CME – which most equate to “credits” – this wont work with SoMe #socpharm

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@: – and even when they are there are degrees of alignment. it is a very delicate line to walk… #socpharm

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I think Pharma can do a lot – but the industry needs to move from being a vendor/supplier to a Healthcare solutions proposition. #SocPharm

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Big thanks to @ for guest moderating & raising such thought provoking questions I’ll post transcript 2moro #socpharm

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Thank you everybody for a fun convo. Great to hear different perspectives and varied responses to questions! #SocPharm

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@: My pleasure! Cheers! #socpharm

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thank you all for a great conversation. #socpharm

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@: @ Thank you! Good night all #socpharm

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Agreed RT @: : @: #socpharm T3 complex issue. Cd spend endless time confirming validity…ruling out misuse issues.

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@ Good night. Cheers! #SocPharm

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Thanks @: ! Rockin’ topics, great moderating!!! Thanks to all for the convo. #socpharm

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@: – but it is changing dramatically…less “update” content…more competency based learning and systems work …#socpharm

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@ You’re welcome, and thanks Frieda. Good to see you! Hope all is well. #Socpharm

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@: – if you mean problem-based, I agree…but pt-based is a perhaps to granular – may be semantics… #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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