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#SocPharm Tweetchat Transcript 12/07/2011

Posted by | 10:52pm on Wednesday, December 7, 2011

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Welcome to the biopharma marketing & social media chat (#socpharm). Please start w/intros & why u are interested in this. #socpharm

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). #socpharm

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). #socpharm

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Not familiar w/ me? I’m the community manager 4 @ & publish r division blog Discuss Diabetes http://t.co/Mbo3N9uL #socpharm

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@: Thanks for guest moderating #socpharm tonight.

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Social metrics for Pharma http://t.co/hyHVVBeQ | Digital Rx #hcsmeu #socpharm #hcmktg

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@: My pleasure, thanks for having me. #socpharm

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#socpharm Hi Laura nice to see you – look forward to hearing the discussion tonight.

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@: Hi Laura! #socpharm

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@: Thanks so much. I was able to get your question in. So how about we begin? #socpharm

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@: Hey John, thanks for joining! #socpharm

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Let’s begin w/ any hot topics that emerged from #smpharma. Did the event surface any new discussion or same old, same old? #socpharm

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Just joined the #socpharm chat #socpharm

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RT @: Social metrics for Pharma http://t.co/hyHVVBeQ | Digital Rx #hcsmeu #socpharm #hcmktg

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@: #smpharma was good because there were some practical case studies shared, for example from @ team. #socpharm

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@ Welcome! #socpharm

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don’t think anything new was raised but it’s clear people are implementing programs, monitoring results & trying to move forward #socpharm

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@: Didn’t attend #smpharm but did BI talk about its game Syrum? #socpharm

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@: Was that the focus then? Learning from folks currently participating? #socpharm

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@: I did not attend either. That’s why I was hoping there might be more discussion on the take-aways. #socpharm

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@: No, @ discussed BI internal sm plans/policies at #smpharma. Amusing & informative. #socpharm

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But I’m happy to move on to a different question… #socpharm

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RT @: : We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare…

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RT @: : Welcome to the biopharma marketing & social media chat (#socpharm). Please start w/intros & why u are interested in…

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@: Yup! #socpharm

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Welcome to the chat Ann. Nice to have you! #socpharm

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So let’s move on then… #socpharm

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.@robinrae22: asked that we chat on how pharma can use pt cmmties to build trust/loyalty: should they & how? Thoughts? #socpharm

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@: Heard about the #socpharm from @ and @. Hope it’s Ok if I pop in!

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@: Of course. A pleasure to have you! #socpharm

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@: Hi All – Pharma can identify the unmet needs of the pt commties and provide relevant content/resources. #socpharm

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@: Along those lines – how are things going for Sanofi’s awarenss programs that have pt communities? #socpharm

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I worked on http://t.co/uzcYRnVJ w/Biomarin. It made sense for them bec no natl pt org, no community existed, only therapy 4 PKU #socpharm

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@: I think we have found that with transparency & authenticity, u can build relationships & trust #socpharm

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But you should be clear about your intent, identify the value you can add, and add it #socpharm

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@: Pharma cant join some patient communities, such as ACOR. Listen to podcast: http://t.co/HQogP5ly #socpharm

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@: Do u think this is better applied to some therapeutic categories than others? #socpharm

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RT @: : @: I think we have found that with transparency & authenticity, u can build relationships & trust #socpharm

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@: And is transparency and trust the only end result, or are there others? #socpharm

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@: Perhaps. Isn’t it about mtg ur customers where they are? Some categories may offer a more active online comm vs others #socpharm

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@: What’s ur biggest challenge in making sure the pt communities add value? #socpharm

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@: Transparency is required to earn trust & yes, we are finding additional benefits to our engagement in diabetes #socpharm

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@: Are we talking about pharma-owned patient communities or sponsoring one on @ or @? #socpharm

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@: Good Q as I was coming at it from participating in existing comm’s vs hosting one #socpharm

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@: The end result for both shouild be the same – the difference is in the restrictions and risk managment , right? #socpharm

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@: Totally agree. And thanks for joining. #socpharm

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@: So how do you “jump in” to an existing pt community? Do you ask if u r welcome? #socpharm

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@ J&J owns a diabetes patient site, but only puts ads on the site, doesn’t engage as far as I know. #socpharm

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@: And others actually appreciate a presence from Pharma, eg TuDiabetes. Again, if u r clear abt ur intent. #socpharm

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@: In my experience, yes. #socpharm

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@: Restrictions & risk mgmt for sponsored comm would be same. But long-term commitment & resources less #socpharm

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@: That’s my understanding as well. Monitor & support community not engage. #socpharm

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Shall we move on to next question? #socpharm

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What are your thoughts on how pharma can better leverage communities to drive product/service innovation #socpharm

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@: Agree. See them as gr8 resources w ability 2 improve healthcare outcomes, so would love to see more from all angles #socpharm

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@: One more question to you: u r authorized to talk/engage generally about diabetes not brands I presume? #socpharm

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At #smpharma did hear a gr8 preso from @ about Lifescan private pt community they run for product dev & research #socpharm

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@: Both, based on established parameters. #socpharm

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Sorry for being late! Glad to join #socpharm tonight!

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Welcome Sean, thanks for joining. #socpharm

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@: Glad to be here! Catching up on the feed #socpharm

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@: Were they able to share (broadly) what they have learned from the experience? #socpharm

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@: Yes, Lifescan felt the community added excellent ideas, perspectives & insights. Now doing HCP one. #socpharm

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@: So this is certainly one way to leverage communities to drive product/service innovation. Others? #socpharm

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@: @: This is gr8 stuff. Will b folloing up w u abt it soon. Sorry, but got 2 run. Tnx so much for the chat! #socpharm

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@: RE: pt commts – ideas, wishes, wants are shared on forums every day. Listening sparks ideas, which drives innovation #socpharm

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Ok, may be time to move to next topic… #socpharm

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Via MM&M Will Social Media Replace Surveys? I say why limit discussion to surveys? What about other aspects of mkt research? #socpharm

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@: Excellent point. We can all learn a lot by listening to the existing conversation as well #socpharm

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Here’s link to MM&M article http://t.co/amOeTXGq #socpharm

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The mkt research topic is on point w/ Communispace communities as well. Absolutely a form of (qual) research… #socpharm

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@: don’t think it will replace, but underscores the value of working with mkt research team on SM analytics program #socpharm

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@: Thanks! My link was broken… #socpharm

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@ Have u found it challenging to get MR to buy into the value of SM insights? #socpharm

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@: Also – potential value of res. data from sm depends on whom you want to reach – only folks who use sm? #socpharm

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Social isn’t very empirical & sentiment is often misinterpreted. Key is human analysis of the data, regardless of how collected. #socpharm

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@: Great point! Those who are socially savvy are generally a different demographic than those that aren’t #socpharm

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Right, Lifescan said even w/surveys of 100 people they considered @ research qualitative. #socpharm

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@: @ That’s because of LMR concerns, correct? #socpharm

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Ok, let’s spend the last few minutes on a look ahead… #socpharm

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What are your predictions for how industry evolves or better leverages social media/mobile in 2012? #socpharm

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@: yes. But when they have, it enriches the program. Mkt research can help focus SM findings #socpharm

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@: Guess it depends on structure of surveys- some are too woolly; require too much free text to be really quanty. #socpharm

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@ Totally agree. They are often able to add additional context that, as you say, helps focus the SM findings #socpharm

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@ Not sure which tweet u r referencing re LMR concerns #socpharm

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AstraZeneca To Lay Off 24% Of U.S. Sales Force As Of Feb. 2012 #hcsm #socpharm #mHealth #epharma #hcmktg #fdasm

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Thanks for great discussion tonight! #socpharm

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@: Did you get the sense from #smpharma that more co’s are preparing to engage in 2012? #socpharm

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@: 2 Predictions: Pharma begins to recognize social isn’t a fad, but a biz opp. 2) No more waiting for FDA guidance ;) #socpharm

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@ yes, they also worried about different segments being represented #socpharm

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@ You should have joined us tonight! Moderating the tweet chat right now… #socpharm

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Pradaxa Bleeding Deaths Spur FDA Concerns, European Label Changes #hcsm #socpharm #mHealth #epharma #hcmktg #fdasm

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@: Yes think companies are realizing sm is business imperative. #socpharm

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@: Yes think companies are realizing sm is business imperative. #socpharm

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@: Relevance of mobile to grow in US & more in developing countries where it’s primary internet access for many #socpharm

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@: That’s great to hear! And thanks @: for sharing your predictions! #socpharm

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Our time is up! Thanks@lkolodjeski: for gr8 job. I’ll post transcript #socpharm

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Thanks all for joining this evening! Appreciate the dialogue. #socpharm

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@: @: – Thanks for the great chat! Happy Wednesday, everyone! #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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    08 December 2011 at 9:12pm
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