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#SocPharm Tweetchat Transcript 1/25/2011

Posted by | 11:38pm on Wednesday, January 25, 2012

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Welcome to the #biotech #pharma marketing & social media tweetchat #socpharm

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@: the #socpharm chat is on schedule tonight – thanks for promoting!

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RT @: Welcome to the #biotech #pharma marketing & social media tweetchat #socpharm

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Hello #socpharm Dana Webster (former Novo rep) now w/Avant Healthcare Marketing

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Howdy #socpharm – Wendy Blackburn from Intouch Solutions joining

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We’ll assume your tweets reflect your personal views, not that of your employer. #socpharm

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Yes! or our clients! RT @: : We’ll assume your tweets reflect your personal views, not that of your employer. #socpharm

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Yep…all mine! RT @: : We’ll assume your tweets reflect your personal views, not that of your employer. #socpharm

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Frieda Hernandez here from Siren Interactive joinng #socpharm and looking forward to a lively convo!

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Hi Y’all (getting ready for the convo about Paula!) Chuck #SocPharm

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Do we have our wine (& butter cake) in hand? Are we ready to talk Paula Deen as diabetes spokesperson? #socpharm

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RT @: : Yes! or R clients! RT @: : We’ll assume yr tweets reflect yr personal views not that of yr employer. #socpharm

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I’ve got my donut/egg/bacon hamburger in hand! #socpharm

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: @: LOL!!! #socpharm

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I like this article you shared earlier @ http://t.co/D9reFTKY We all need to take personal responsibility. #socpharm

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Hi everyone- Caryn from Siren Interactive stopping in for #socpharm. Love Paula Dean (and her butter :))

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T1: Are spokespeople supposed to be role models? #socpharm

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I’m eating a stick of butter, straight up, y’all – in honor of today’s discussion #socpharm

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8 years of selling insulin/Byetta, & personal responsibility & apathy were HUGE obstacles to treating type 2 diabetes #socpharm

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@: Thanks Eileen. Thought it was interesting too. Kind of ‘in defense of paula’ but prob not a popular view #socpharm

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Spokespeople are chosen because they’re already role models. #socpharm

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T1: I think, in this case, she can be a role model by transforming her brand in front of our eyes #socpharm

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The Forbes article was good too. I agree celebs can be bad for pharma reputation but good for sales. #socpharm

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Hi! I’m Beth, a writer on food and other things and big fan of personal responsibility. Mostly lurking. #socpharm

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T1: I struggle to think of a spokesperson who has really worked out in #pharma #socpharm

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@: I think they are supposed to represent “best practices” to a certain extent. I can do it and you can too… #SocPharm

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YES – would have been more powerful if she’s promoting a change instead “moderation” as an afterthought comment #socpharm

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Hey guys, sorry I’m late #socpharm

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Not just because celebrities? RT @: : Spokespeople are chosen because they’re already role models. #socpharm

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@: very true. She clearly hasn’t always promoted a diabetes-friendly diet #socpharm

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@: I think popularity is over rated :) #socpharm

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@: As long as you believe in it. #socpharm

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When we launched NovoLog, Gary hall, Jr (olympic champ) was our spokesman. He was inspiring #socpharm

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I wonder if @: follows #socpharm ? ..just looking out for the pharmacists ..:)

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Has anyone heard any #diabetes ePatients weigh in on the topic? Would be interested to know what they think #socpharm

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Has anyone heard any #diabetes ePatients weigh in on the topic? Would be interested to know what they think #socpharm

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T1: Paula Deen has great potential to influence Southerners and others that eat the way she does and suffer the same consequences #socpharm

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Would also have been more powerful if she’d made her announcement 3 mos., not 3 yrs, post-diagnosis. #socpharm

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@: I got your back:) Looking out for us pharmacists too ;) #socpharm

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@: Wasn’t there backlash against doctor who invented artificial heart who wasn’t really practicing/prescribing? #socpharm

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2nd that! RT @: : Would also have been more powerful if she’d made her announcement 3 mos., not 3 yrs, post-diagnosis. #socpharm

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Especially today, an effective spokesperson has to be genuine/transparent in their affinity for the product they’re pushing. #SocPharm

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@: I love the idea of Paula eating healthy & proactively managing her diabetes. But how will that jive w/her day job? #socpharm

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@: How is this different from a doctor who smokes, and reminds his patients not to? #socpharm

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@: good point re: drs that smoke. It’s also kinda like a Sharpei promoting Botox. #socpharm

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@: IMO your job and your life dont have to sync. Its best if they do, but its unfair to require that. #socpharm

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T1 If you believe there is no such thing as bad publicity; this has all been brilliant and well done #socpharm

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@ Great idea. What does @ think of Paula Deen as diabetes spokesperson? #socpharm

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P Deen admitted to smoking on Dr Oz late 2011 RT @: : @: How is this different from a doctor who smokes… #socpharm

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P Deen admitted to smoking on Dr Oz late 2011 RT @: : @: How is this different from a doctor who smokes… #socpharm

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@: But, as someone who has to lose weight, I can’t relate to an Olympic champ. I can related to good ‘ole Paula! #socpharm

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T1 @: Yes the phrase “no PR is bad PR” may apply here. Sales will tell. There’s been lots of exposure. #socpharm

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T1 also must keep in mind Amylin is expecting approval of weekly Byetta (Bydureon) that will challenge Novo’s Victoza sales #socpharm

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@: But isnt that a choice? #socpharm

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@: @: We love pharmacists participation in #socpharm :)

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@ yep lots; that was Lipitor; great doctor but he was an inventor, btw his son (like Paula’s kids) was involved 2 #SocPharm

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@: Absolutely! Her 3 year decision to delay public announcement of dx should’ve been no surprise. All factors in place #socpharm

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@: I agree, I think he was a totally appropriate spokesperson & thought the controversy was unwarranted. #socpharm

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: “@ddwebster: : When we launched NovoLog, Gary Hall, Jr (olympic champ) was our spokesman. He was inspiring #socpharm” Loved Gary.

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@: His story was amazing, and he was a fabulous representation of the brand for our launch #socpharm re: Gary Hall, Jr

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T1: Lets not forget Ty Pennington; his YouTube video got a FDA letter for Shire #SocPharm

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@: @: Yeah I think that was more about people hating Pfizer than hating Lipitor or Dr. Jarvik #socpharm

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@: Gary Hall had type 1, and the rapid-acting insulin space was largely type 1 at that time (2001) #socpharm

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MT @: : celebs r cool kids in high school. From pr perspective, I can’t book a celeb unless they r role model 4 SOMEbody.#socpharm

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@: No love :) #socpharm

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@: @ yeah but the MD that tells you not to smoke wasn’t paid $$$$ to promote tobacco #socpharm

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Good evening #socpharm @: , @: ! Glad to join, even if late. I think in general celebrities are seen as roll models.

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@: So is our issue the money? Coz I thought it was about role models. .. and we often make our MDs rolemodels. #socpharm

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Hi @: ! Yes – right or wrong – people do look up to celebs, sports figures, etc #socpharm

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RT @: eah but the MD that tells you not to smoke wasn’t paid $$$$ to promote tobacco #socpharm #PaulaDeen

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@: In that case isnt the issue mostly jealousy :) #socpharm

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#socpharm What do you all think about Paula Deen’s publicist quitting due to not agreeing w her new pharma spokeswoman deal?

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@: Money changes the context of the advice. #SocPharm

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+1 RT @: : Hi! I’m Beth, a writer on food and other things and big fan of personal responsibility. Mostly lurking. #socpharm

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Agree. And they couldve softened that w/ a cause marketing angle RT @: : @: $$ changes the context of the advice #SocPharm

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@ @: Also don’t imply that you spokesperson is a rower (aka crew) if they are not, no matter his cred #socpharm

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@: How do you mean? Bias? #socpharm

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#socpharm Question: When do celebrities owe us their personal medical data? Did PD need to disclose before deal? Why? #HIPAA

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@: Sorry, “cause marketing”? #socpharm

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W/ role is some responsibility @: Hi @: ! Yes – right or wrong-people do look up to celebs, sports figures, etc #socpharm

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T1: my issue w/PD endorsement is her claim not to have had good education the past 3 yrs #socpharm

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@: When consumers know it’s a paid spokesperson the message and messenger are more closely scrutinized. #SocPharm

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@: IMHO it is. Goes back to why PD, why now? Was she scared her dx would impact her brand? #socpharm

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T2: Is Paula Deen less appropriate than singer of Poison, Bret Michaels, Am Diabetes Assoc spokesperson? #socpharm

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@: @: IMHO celebs don’t owe the public any transparency around personal health. what’s happening to PD sucks. #socpharm

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@: IMO, all spokesmen are paid. I dont question if MJ uses his gatorade/ Nikes. He is just a visible spokesman. Same 4 PD #socpharm

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@: Look at the publicity it generated for them :) #socpharm

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@: I believe the endorsement’s timing has more to do with PDUFA date for Bydureon #socpharm

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RT @: Is Paula Deen less appropriate than singer of Poison, Bret Michaels, Am Diabetes Assoc spokesperson? #socpharm

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Interesting..@soulflsepulcher: #socpharm What do u think abt Paula Deen’s publicist quitting due 2 not agreeing w her new pharma spokes deal?

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@: Could Bret have generated the same amount of publicity? If not, not “as appropriate” #socpharm

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Agreed @: When consumers know it’s a paid spokesperson the message and messenger are more closely scrutinize #SocPharm

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P@EileenOBrien: jumping in late. T1 – not role models persay but relatable to average consumer. I still contend PD had potential #socpharm

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T2: I think so, tho not as familiar w/ BM, I don’t think he is the antitheses of healthy living with diabetes as much as PD is #socpharm

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RT @: : IMHO celebs dont owe the public any transparency around personal health. whats happening to PD sucks. #socpharm

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@: Agree, but when she agreed to take $ to be spokesperson for that disease she gave up privacy on that disease. #socpharm

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#socpharm What if PD has had 2 years of usual WTF now after Dx, then found med that worked, then endorsed? Is there problem there?

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T2: Bret Michaels has Type 1. I personally like his affiliation with the ADA as an adult figure for T1 diabetes. Role model? #socpharm

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@: maybe the difference is gatorade/nike/sports all have a positive halo as opposed to donuts/burger/bacon/poor diet/PD #SocPharm

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You have to wonder @: @: IMHO it is. Goes back to why PD, why now? Was she scared her dx would impact her brand?#socpharm

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@ You’ve never seen the MTV promos for Rock of Love show. Bret Michaels should probably be condom spokesperson! #socpharm

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@: agree speaking on behalf of the disease gives up some privacy but not that she owes full transparency re details #socpharm

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I’m loving me some Charles Barkley switching from TacoBell to #WeightWatchers? Bwahahahah #obesity #socpharm

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@: I disagree. She generated publicity. her work is done. Quite smart actually. Role model no. Brand publicity- yes. #socpharm

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@: I’m not jealous. I could no more do a southern cooking show than PD could do matzah balls and gefilte fish :) #socpharm

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@: P Agreed, PD has more potential to influence millions of obese Americans than an army of nutritionists #socpharm

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Considering the ‘nature’ of her recipes, isn’t PD’s endorsement akin to “do as I say, not as I do” => skepticism of her advice #socpharm

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@: Could argue opposite: sugar drink positive? #socpharm

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@: But she didn’t have to publicly share her health issues. #SocPharm

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@: Ok, I admit I am jealous. I want me some of those millions ;) #socpharm

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PD’s audience needs to learn new cooking approaches and will listen to Paula. #socpharm

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@: Oh yes I know who he is – I went to Poison concerts back in my Big Hair days! LOL Just hadn’t heard his cnnxn to ADA #socpharm

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@: Her message. I make good food. I am a diabetic. Both jobs are unrelated. #socpharm

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Perhaps, but Paula has more reach, more pts of contact, more influence than Bret Michaels. To whom much is given… #socpharm

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@: Maybe msg is “I am just like you and love me some food they say is bad for you. Rather take shots than eat better?” #socpharm

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RT @: : #socpharm wht if PD has had 2 years of usual WTF now after Dx, then found med that worked, then endorsed? Is thr problem?

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All I have to say is Paula Deen is the Sarah Palin of the food world. #grifter #socpharm

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P@EileenOBrien: T2 more appropriate. I think more type2s can identify with PD than type1s with Brett Micheals. #socpharm

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RT @: : PD’s audience needs to learn new cooking approaches and will listen to Paula. #socpharm

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She and her son will need to change recipes. How far she goes will be the test. #socpharm

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@ I need to see the photos. As my Jersey sister-in-law likes to say “the higher the hair, the closer to God!” #socpharm

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P“@MarkHarmel: : PD’s audience needs to learn new cooking approaches and will listen to Paula. #socpharm” // AGREE!

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RT @: : @: agree speaking on behalf of disease gives up sum privacy but not that she owes full transparency re details #socpharm

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T2: See I like Bret Michaels for Diabetes…cause your kind of expecting VIVITROL or say Famvir if you had to guess #socpharm

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Anytime a pharma/PR agency chooses spokesprsn it is fully vetted and highly scrutinized internally. This risk was v. calculated #socpharm

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@: Crap, I am getting further away :) #socpharm

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Agreed RT @: : @: Could argue opposite: sugar drink positive? #socpharm

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RT @: : @: agree speaking on behalf of disease gives up sum privacy but not that she owes full transparency re details #socpharm

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P@bobsyauncle: I think a lot of type2s live the “not as I do” lifestyle. My gma is a PD clone and newly type 2. Relatable!! #socpharm

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@: “good” food vs high fat/sugar food in an obesity epidemic? How many follow the eat in moderation message? #socpharm

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#socpharm Halle Berry was also a Novo ambassador in ~2004. She’s given up little of her type 1 struggles in the process

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Absolutely if she does that. RT @: : PD’s audience needs to learn new cooking approaches and will listen to Paula. #socpharm

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Yes, this was a calculated decision by Novo Nordisk & has got everyone talking. The sales will be the proof. #socpharm

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@: I agree. So what do you suggest? #socpharm

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What if a vegan chef or star fitness coach ended up w/ T2 and endorsed a diabetes drug? What that make a difference? #socpharm

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@: P I certainly agree with the relatable aspect of using her, but then her cooking counters any health message #socpharm

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the allure of Paula Deen is her ability to relate to the patient’s struggles with type 2. I still think it’s a good endorsement #socpharm

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@: I have to say that while I knew Halle Berry had diabetes, no idea she worked w/Novo. That didn’t cause controversy #socpharm

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P@bobsyauncle: but the reality is Novo doesn’t sell healthy cooking, they sell type2 diabetes drugs. IMO that makes PD good choice. #socpharm

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What about news of Paula’s publicist walking over disagreement on biz strategy? Seems opportunistic to me #socpharm

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@: It was a short-lived campaign. It caused no controversy that i am aware of. We were ecstatic in the field #socpharm

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@: Simply: If I want tasty food: PD may be good choice. If I want healthy food: I am not turning to her. Diabetes or not. #socpharm

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Agreed! Anytime pharma/PR agency chooses spokesprsn it is fully vetted & highly scrutinized internally.This risk was v. calculated #socpharm

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@: I thin the marketing brilliance will be the transformation of her own brand along w/her personal trans #socpharm

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RT @: : What if a vegan chef or star fitness coach ended up w/ T2 and endorsed a diabetes drug? What that make a difference? #socpharm

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@: Did it impact sales positively? #socpharm

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RT @: : What about news of Paula’s publicist walking over disagreement on biz strategy? Seems opportunistic to me #socpharm

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@: Gr8 point re: vegan chef. Message might not have credibility then either #socpharm

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Have you looked at all of PD’s recipes? She has LOTS of regular food made w/o bad stuff. Not all RV cake! #socpharm http://t.co/E9SlWpiq

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@: @: P healthy eating is an integral part of health promotion in Type2′s whether you’re on meds or not #socpharm

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@: Maybe. But, I am not holding my breath. IMO not fair to expect it. She is holding down 2 unrelated jobs. #socpharm

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@: Halle Berry was used more as an ambassador than a spokes person. Focus on disease awareness not brand mktg #socpharm

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@: @: if it did impact “sales” it wouldn’t have happened yet. scripts would start being written now/soon #socpharm

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Yep RT @: : Yes, this was a calculated decision by Novo Nordisk & has got everyone talking. The sales will be the proof. #socpharm

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@: Fact that I want them to sync is my failing not hers. #socpharm

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@: Since her publicist stuck around while all the deals were made and until media heat started…ya think? #socpharm

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It was smart for Paula’s kids their TV show (Not My Mama’s Meals) which pre-dates the deal has a natural tie-in & needs a boost #socpharm

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@: Absolutely correct! will be ~3 months before real impact of PD endorsement is seen in IMS data (sales) #socpharm

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@: Depends. You saw the “fall” of lipitor sales within a week. #socpharm

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@: @: When you are a celebrity here and a spokesperson there, those 2 jobs are inherently linked #socpharm

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@: @: P she should make her recipes healthier – which would also enhance credibility of her message #socpharm

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@: Typically though: yes #socpharm

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@: Will be interesting – do her foodie fans love her more than the food she cooks/embodies? #SocPharm

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P@bobsyauncle: @ agree. I don’t mean to sound cynical. The best road forward would be promoting health plus meds. #socpharm

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@: I find her entertaining. Have only made 1 of her meals & modified to make less fattening. still yummy #socpharm

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@: Sorry, was asking about Halle Berry endorsement of Novo years ago. #socpharm

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@: Maybe to some and not others? (E.g. Not to me). The incongruency is jarring, but she is ok with it. #socpharm

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@: @: PD mostly being shredded by food people. Even ones who have sites with Butter/Cupcake in name. #socpharm #hypocrisy

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@: Good idea for your next #socpharm chat … “pharma ppl share their hair band photos from the 80′s” Maybe Bret will stop by

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@: glad u noticed PD’s healthy recipes. def a goal (4 my #client Kraft Foods) #socpharm

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Reality is we’ve spent a lot of time on PD/Novo endorsement creating buzz, good or bad…buzz is calculated strat @? #socpharm

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@: Ha! People act like it’s all cake and it’s really not. #client #socpharm

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@: Also, damned nice to see a #client tag. So little disclosure. #socpharm

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Bottom line – As a diabetic with T2, I like PD personally – but her recipes are contradictive to a healthy diabetic diet #socpharm

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So I lied about lurking at #socpharm. I like y’all!

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@: @ 80′s fashion wall of shame? #socpharm

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@: P exactly, the pharma companies over here are heavily into health promotion activities esp. lifestyle advice #socpharm

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@: Mass awareness can be a strat and mass celeb PR gets that. It was even an Op Ed in my lowly KC hometown paper today #socpharm

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@: my bad! it’s been a while since i’ve thought about scripting or PDUFA ha. i miss all you #socpharm-ers but not pharma law! :)

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What do we think about Phil Mickelson’s Enbrel endorsement? #socpharm

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I like Phil Mickelson as an Enbrel endorser #socpharm

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@: Interesting – maybe you don’t have the PR-background-bias I do. I would like to know patient response. And doctors #socpharm

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@: Hey… thats the best stuff :) #socpharm

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We’re actually a fun bunch… RT @: : So I lied about lurking at #socpharm. I like y’all!

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RT @: FDA issues first social media rules for drug companies :: .. – http://t.co/Wx6Bqhz2 #hcsm #socpharm #epharma #hcmktg #f

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@: hahaha guessing you’re ever so slightly biased the other way? ;) #socpharm

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RT @: : Bottom line – As diabetic w/ T2, I like PD personally but her recipes are contradictive to healthy diabetic diet #socpharm

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@: .. .and no money was exchanged :) #socpharm

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Seemed like a good fit. It’s all perception. @: What do we think about Phil Mickelson’s Enbrel endorsement? #socpharm

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Agree – nicely done. RT @: : I like Phil Mickelson as an Enbrel endorser #SocPharm

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Wow, time flies when talking fried twinkies as opposed to FDA guidance. Last thoughts on Paula Deen before we say good night? #socpharm

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thanks for letting me participate in the conversation #socpharm

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P“@ddwebster: : I like Phil Mickelson as an Enbrel endorser #socpharm” // agreed

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IMHO Mickelson was a gr8 choice. He has a disease that could keep him from golfing. Subtle message = Enbrel helps him golf. #socpharm

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Thank you for not blocking me from future chats :) #socpharm

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Good article in KC paper @: @: Mass awareness can be a strat and mass celeb PR gets that…local Op Ed #socpharm

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@: When A Bourdain was in Chgo, gave rave reviews 2 3 Pigs sandwich http://t.co/d8BGHaWI, also shredding PD #socpharm #hypocrisy

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@: thanks x2! nice to meet/tweet you! I def feel strongly re: #client disclosures! it helps to know the background info! #socpharm

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Good conversation – #socpharm

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Assume $ didn’t change hands for that endorsement. #socpharm RT @: @: Any different than Oprah endorsing Obama?

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Is this the first T1 #socpharm? LOL Wow, time flies when talking fried twinkies…Last thoughts on PDeen before we say good night? #socpharm

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@: I bet she is regretting the choice to disclose all of this now #socpharm

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RA skews female & you have a golfer RE Mickelson? #socpharm

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@ & other 1st timers. We’re here every Wednesday night from 8-9 pm EST. Please join is again! #socpharm. Like to get variety…

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RT @: : IMHO Mickelson was a gr8 choice; has disease that could prevent golfing. Subtle message-Enbrel helps him golf #socpharm

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Thanks for sharing opinions everyone & have a great night. I’ll post transcript tomorrow. #socpharm

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Thanks all for making #socpharm interesting and lots of fun! Great convo around a heated topic. Nice job moderating @: !

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@: nice to join in and talk with you all! Thanks #socpharm

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Thanks all! Fun #socpharm tonite. Now I’m humgry for some french fries cooked in lard!!!

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Also we established that Bret Michaels PR people are not working hard enough to get him possible new endorsements #socpharm

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@: same reason you have Charles Barkley promoting weight watchers #socpharm

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Thanks for the convos @: @: @: @ @: et al. Night! #socpharm

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@: Thanks for making me feel welcome. I’ll be back. If y’all need food info/perspectives, give me a yell. #socpharm

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@: Last thoughts on PD – Just take a pill, continue eating what you want is NOT msg diabetics need. #socpharm

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@: Ha! Ya think? I hope she finds her feet again, she doesn’t deserve the hate. #socpharm

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RT @: : @ & other 1st timers. We’re here every Wednesday night from 8-9 pm EST. Please join is again! #socpharm. Like to get variety…

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Agreed as dad had diabetes! @: Last thoughts on PD – Just take a pill, continue eating what u want is NOT msg diabetics need. #socpharm

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Thanks @: @: @: @: @: for making me feel welcome in #socpharm chat.

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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