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#SocPharm Tweetchat Transcript 1/26/2011

Posted by | 10:58pm on Wednesday, January 26, 2011

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Who is ready to talk pharma marketing & social media tonight during the #socpharm tweetchat??

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Let’s start with intros & why we are interested in this fascinating topic #socpharm

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i am iam…..even with the blizzard outside! #socpharm

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As always, we’ll assume that all tweets within #socpharm are your own & not your employers (unless you specifically declare them) #socpharm

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@ I like the enthusiasm Craig!! #socpharm

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hi there eileen….whats the topic tonite? #socpharm

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I’m Eileen, work at Siren Interactive w/ #pharm brands who treat #rarediseases & love what I do! #socpharm

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Snow’s not going to keep me down either! I work in healthcare communications and am interested in social media & pharma issues #socpharm

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I’m Michael Spitz, Digital Strategist with Ignite Health, excited about connecting wtih HCPs & patients with innovative technology #socpharm

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First topic, @ just joined Twitter & FB. Will there b a day when this is expected cpharmaco presence? Like website? #socpharm

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Hello everyone. Julian Bond (aka @), Social Media Manager at Detroit Medical Center. First time here officially at #socpharm :)

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I’m Craig…here to learn more about sm and pharma….and stay up on latest developments in field #socpharm

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I respect @ commitment to the social space, esp after having a bad experience. Kudos! #socpharm

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R@EileenOBrien: Q1) Patients already believe that day has come and wonder why pharmacos aren’t on the wagon yet #socpharm

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The special thing about the Sanofi Facebook page is that they actually seem to allow comments on their diabetes wall #socpharm

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#socpharm I’m (today) Kate, and I represent Noble Vision Group…working to be an online hub of information for the ophthalmic industry

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Such real-time communication is rare; if that can be maintained then such efforts are worthwhile #socpharm

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Hi all, Liza Sisler with @ – looking forward to lurking & learning :-) #socpharm

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@ Good point! Don’t think most ppl understand serious regulatory environment that pharma has to operate within. #socpharm

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@ @ @ Welcome & thanks for introducing yourselves! #socpharm

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It also makes sense if patients & providers are already using social platforms for pharma to join the convo #socpharm

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True, few people realize that pharma companies are held accountable for every word — user generated or not — on SM sites #socpharm

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#socpharm Anybody using SM as major form of communication expects businesses they support to make themselves available via those mediums

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Reputation management and adverse event reporting are particular challenges for pharma in SM #socpharm

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@ No, definitely not. Most patients caregivers don’t care about the strictures, either. #socpharm

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@ I had no idea about #pharma restrictions (even though I was in hospital marketing) until I started working in it. #socpharm

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Do they usually not allow this? RT @ Special thing about Sanofi FB page is they seem to allow comments on their wall #socpharm

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This begs the larger question: SHOULD pharma play in an area where the communication stream must be limited? #socpharm

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@ Which sanofi FB page is that? #socpharm

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#socpharm @ Very valid points. So as commerce evolves on these mediums, how do we make it so #pharma industry can too?

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@ here from Novo Nordisk. #socpharm

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This Sanofi FB page is bold: http://on.fb.me/fAackd #socpharm

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@ But it’s important to keep patients safe, so it’s a fine balance & those guidelines are for a reason. #socpharm

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Thx! Happy to be attending! RT @ @ @ @ Welcome & thanks for introducing yourselves! #socpharm

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The audience also expects bias when it comes to communication from pharma — exacerbated by all the necessary filters #socpharm

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michael…great question cuz…the collision of expectations by audiences and how far pharma can go re: regulations #socpharm

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One big problem is RESOURCING: Pharma must commit time, energy, and money to monitoring and maintaining these SM sites #socpharm

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@ I forgot about this! http://on.fb.me/eWUgbj Looks like it led the way w/ the moderated live comments for SA. #socpharm

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hello from AstraZeneca #socpharm

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@ Totally in agreement – education about why not certain things is as important as education on what and how. #socpharm

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Catch-22 of pharma social media: Bad reputation leads to threat of negative comments, threat leads to bad SM reputation #socpharm

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Good point @ about resourcing. Suspect it’s a challenge in other industries not just pharma in particular. #socpharm

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@ Hello & welcome to our chat #socpharm

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@ Do you feel it is best for pharma to avoid use of SM? Or believe they should take the risk and spend the resources? #socpharm

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Pharma can only break the cycle by participating in the space, but that takes effort — and requires risk taking #socpharm

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I agree. It may provide a forum for complaint but also provides a forum for explanation and solution. #socpharm

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Good question @ — should pharma play in a space where its hands are so tied and resources so scarce? #socpharm

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@ Essential that pharma brings value if they participate. Needs to be thoughtful. #socpharm

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Personally I think pharma has no choice — but the question is HOW and to WHAT EXTENT? #socpharm

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and pharma is about as risk averse as ever #socpharm

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Yup RT @: @ Totally in agreement – education about why not certain things is as imp as education on what & how #socpharm

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RT @: @ Do you feel it is best for pharma to avoid use of SM? Or believe they should take the risk and spend the resources? #socpharm

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One solution we have often considered is enabling patient and professional advocacy organization to own the dialogue #socpharm

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#socpharm Monitoring and responding quickly are the most important aspects.

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Pharma could provide some of the funding and be rewarded with conversations and data #socpharm

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RT @: One solution we have often considered is enabling patient and professional advocacy organization to own the dialogue #socpharm

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It isn’t necessarily risk taking as much as defining what is possible, what the objectives are and operating w/in that space #socpharm

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What is the impact for #socpharm of this? RT @: Survey: Trust in peers continues to fall. http://zd.net/fADniw #hcsm

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@ #socpharm The ULTIMATE reward in social media is conversation & data. A great point that could be elaborated on for days.

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We should not forget the end user in all this THE PATIENT — does pharma participation in social media benefit them? #socpharm

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@ Trust is always an issue in pharma. That’s why partnering w/ trust agent (nonprofit pt org) can be benefit both. #socpharm

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Agreed! RT @ Good ques. @ should pharma play in space where its hands are so tied/resources so scarce? #socpharm

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Patients want answers to questions about disease states, treatment options, certain drugs — is social media the place for it? #socpharm

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Pharma is the expert on their own molecules, they have all the data — How can this be shared in the best way? #socpharm

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When pharma participates in social media, what are they specifically trying to accomplish? #socpharm

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I think that it’s not smart to generalize.There are categories where pharma participation would clearly benefit the patient… #socpharm

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#socpharm Different idea: How do we feel about Doctor-Patient interaction via webcam?

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how do pharma co consider patients leaving ADRs messeges on their FB or TW home pages? Is that a liability for rx co? #socpharm

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…and others where the dialogue is aready open, easy to access, flowing where pharma’s role may be more minimal e.g. breastcancer #socpharm

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If pharma wants to converse directly with patients, then is an open forum the best and wisest way? #socpharm

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not yet RT @ Patients want answers to ?s about disease states, trtmnt options, drugs – is social media the place? #socpharm

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1st step in sm is listening & most of pharma is already doing that. But as @ said participation must bring value 2 pt #socpharm

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Then perhaps pharma can use its knowledge, power, and resources to sponsor open conversations elsewhere? #socpharm

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Interesting Q RT @: #socpharm Different idea: How do we feel about Doctor-Patient interaction via webcam?

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@ Can you clarify what ADR is? #socpharm

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sorry…adverse drug reaction…aka side effect #socpharm

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Frieda Hernandez here from Siren Interactive. Trying to play catch-up on #socpharm. Looks like a good convo!

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@ Being used effectively in rural areas, but instead of regular office visit not sure. #socpharm

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RT @: 1st step in sm is listening & most of pharma is already doing that. But as @ said participation must bring value 2 pt #socpharm

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Telemedicine overall has unbelievable, mostly untapped potential #socpharm

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Borrowed question frm @ frm #hcsmeu Can pharma employee be active member in pt community (if affected themselves /relative) #socpharm

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The new broadband initiative is bringing the web to rural communities #socpharm

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Q2 & if participating in pt forum as “private citizen” do you/should you disclose pharma affiliation? #socpharm

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Sorry I’m late :) #socpharm

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Depends on the topic thread #socpharm

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@ Hey Jeff! Jump on it… #socpharm

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Full disclosure and transparency (as feasible) is vital for all communications related to healthcare #socpharm

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@ For Q2: what defines as being “private citizen” in pt forums? #socpharm

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RT @: Depends on the topic thread #socpharm

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@ I was thinking not representing your employer or pharma brand. Difficult to separate personal/prof in sm world. #socpharm

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This coming from the man whose office smells like a meat sandwhich RT@SpitzStrategy Depends on the topic thread #socpharm

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Q2 Interesting ethical question– patients might not trust pharma participation but might also expect transparency . #socpharm

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@ Do share Ross! #socpharm

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@ But if you are there not to promote a pharma brand, just to learn/participate personally can you? #socpharm

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Ross is displaying an unwholesome degree of transparency — Lesson: context is also vitally important #socpharm

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if speaking to industry/company issues, you should always disclose your affiliation (i work for AZ) #socpharm

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some will accept you from pharma, others will be suspicious of hidden agenda…better to be transparent up front #socpharm

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RT @: It isn’t ncssrly risk tkng as much as defining wht is possible, wht the objectives R & operating w/in that space #socpharm

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@ I don’t see why not; a person should be able to have a life outside of work, even in pharma. #socpharm

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Agree with @ #socpharm

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Waiting for #twitter to release it’s “TweetSniff” functionality RT@EileenOBrien Do share Ross! #socpharm

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LOL! RT @: @ I don’t see why not; a person should be able to have a life outside of work, even in pharma. #socpharm

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Agreed. RT @: if speaking to industry/company issues, you should always disclose your affiliation #socpharm

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Here’s a January question: What do we think was the biggest milestone for pharma in 2010? Overall, marketing, sm… #socpharm

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I think the biggest milestone was acknowledging (finally) the importance of mobile health #socpharm

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“Mobile is the new social!” is the mantra, as well it should be #socpharm

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#mhealth is a revolution, and we’re just experiencing the opening salvo now #socpharm

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RT @: “Mobile is the new social!” is the mantra, as well it should be #socpharm

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Tho I don’t think SM profiles must contain employer – unless it’s used primarily for industry/co issues #socpharm

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The iPad was a healthcare gamechanger — and the prevalence of smart phones is blowing the doors off the channel #socpharm

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“Social media” will soon be absorbed into how everyone does business — from their mobile device #socpharm

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@ I said last week that I feel like #mhealth this year is like web in 1998. Big things are coming!! #socpharm

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Totally agree @! #socpharm

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Apps as diagnostic devices will force the FDA to re-evaluate its approval strategies to the core #socpharm

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Got a question for #socpharm – Is there ever a strong rationale for branded SM in pharma?

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Definitely. RT @ Difficult to separate personal/prof in sm world. #socpharm

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Real time, point of care tools and resources will be the norm soon #socpharm

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@ huzzah! Mobile is the new social….(no, I’m not even lurking, just came across :) #socpharm

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The “desktop computer” will go the way of the black and white TV #socpharm

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@ #mhealth does seem to put more direct interaction rt into hands of pts., literally #socpharm

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RT @: Got a question for #socpharm – Is there ever a strong rationale for branded SM in pharma?

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Yes @ — all the controversy around “social media” will dissipate as mobile becomes the interface of choice #socpharm

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RT @ iPad was healthcare gamechanger — & the prevalence of smart phones is blowing doors off the channel #socpharm #mhealth

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It may pay to be more of a fast follower in #mhealth via @: Only 5% of apps are still in use after 1 mo. says Pinch Media #socpharm

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But it’s the 5% that count @! #socpharm

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Agree! RT @: #mhealth is a revolution, and we’re just experiencing the opening salvo now #socpharm: See http://bit.ly/cCIqfZ

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From a professional POV I find social media less and less interesting for healthcare, supplanted by #mhealth and dynamic content #socpharm

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Patient profiler tools, geolocation of caregivers and doc offices, dosing calcs and treatment calendars/diaries… #socpharm

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will sm eventually eliminate brand advertising in medical publications? #socpharm

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@ Yes, if there was true need/value that could be brought & wanted to get pts involved in relationship w/brand. #socpharm

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ePocrates is going public soon — Smart move, because soon EVERYONE will be building and launching mobile apps #socpharm

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Hope so. RT @: Yes @ — all controversy around “sm” will dissipate as mobile becomes interface of choice #socpharm

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RT @: Real time, point of care tools and resources will be the norm soon #socpharm #hcsm #hcmktg #hit

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Mobile=social #socpharm yes, but: a global brand leader at #bdi said she keeps them separate or else med/reg will never approve her app!

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@ for GLG’s Facebook+Pharma dinner. #socpharm (@ The Lambs Club w/ @) http://4sq.com/fOJpYc

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Agreed & data & engagement value may be worthwhile depending on strategy RT @: But it’s the 5% that count @! #socpharm

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Separate for now @ but soon one and same as channels converge and everything becomes “mobile” #socpharm

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Interesting Q. If docs fully embrace RT @: will sm eventually eliminate brand advertising in medical publications? #socpharm

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No, SM will not eliminate brand ads in med pubs, because clinical data is not subject to peer review! #socpharm

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@ Eileen your glass is always half full, isn’t it? Lol #socpharm

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@ I try! It’s thanks to the pharmaceutical meds I take on a regular basis :) #socpharm

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Pharma’s job is to share the data about their molecule — docs then compare and decide about treatment options #socpharm

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We get all hot and bothered about SM because of the potential, but at the end of the day each HCP/patient must decide #socpharm

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Some of the best pharma resources present clinical data objectively to docs and patients #socpharm

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At the end of the day, HCPs and patients need tools & resources to help them choose options and support the decision #socpharm

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This has been a great discussion tonight but have to jump off. Looking forward to the transcript– have a great night all :) #socpharm

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In last few minutes has anyone read anything particularly interesting they’d like to share? #socpharm

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Next

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More people read newspapers digitally than in hardcopy as of last month — the digital revolution is complete! #socpharm

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is it me or did someone break the twitter? #socpharm

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Thanks everyone for a lively discussion #socpharm

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Thanks to @ for hosting! #socpharm

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LOL we broke the Twitter. RT @: is it me or did someone break the twitter? #socpharm

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Must have been that meat sandwich… #socpharm

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Attention @: Revenge is best tweeted cold! #socpharm

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another great show eileen!!! #socpharm

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@ Don’t think journal ads will be eliminated; but I’d rather spend $ to interact with HCPs than put ads in their face. #socpharm

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Mark calendars! Upcoming #socpharm moderators: @ of @ 2/2, @ 2/16, @ of Roche 3/2 & @ 3/9

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Don’t get blinded by social, folks, as the mhealth rocket takes off… 3, 2, 1… #socpharm

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True @ but at the end of the day, docs want to see KM curves and tolerability charts. #socpharm

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7 Hot Trends in mobile design (via @): http://on.mash.to/guNFTb #mhealth #healthapps #healthinnovations #socpharm

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Goodnight all at #socpharm. Very stimulating. Thanks @!

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@ Nice chat tonight at #socpharm. Even though I was a minor “lurker”, I still enjoyed :) Good topics!

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RT @: Mark calendars! Upcoming #socpharm moderators: @ of @ 2/2, @ 2/16, @ of Roche 3/ …

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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