A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
SirenWired
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

#SocPharm Tweetchat Transcript 1/27/2010

Posted by | 9:03pm on Wednesday, January 27, 2010

:
I’m Eileen, work for interactive agency (Siren) that focuses on rare disorder therapies like hemophilia. Fascinated by sm. #socpharm

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

:
Topic 1: Adherence is always a difficult issue for pharma. Anyone using or hearing of unique sm approaches? #socpharm

:
Hey, Fabio here from ignite health, participating via Droid so excuse typos. #socpharm

:
@ I thought you’d already be using an iPad! #socpharm

:
Why hello there, friends! I wrote “Do Normal Peeps Follow Pharma” post. RN, web contrarian. Will participate as best as possible. #SocPharm

:
Just dying to charge one more device! RT @: @ I thought you’d already be using an iPad! #socpharm

:
T1: Ped study showed texts to transplant teens to take meds helped: http://bit.ly/55Y11S Can we do more of this? #socpharm

:
We’ve had success w/ #SMS adherence programs 1) pill reminder txt 2) patient txts on dosing 3- positive affirmation :) #socpharm

:
#socpharm Ian here – Manager of Search (SEM) at Rosetta. Clients in multiple disease categories.

:
@ For successful SMS adherence program. Was the target population young adults or variety of ages? #socpharm

:
Like + affirmation! RT @ We’ve had success w/#SMS adherence prgm 1)pill reminder txt 2)pt txts on dosing 3)positive affirmation #socpharm

:
@ don’t undrstnd y we don’t see more of this. E-mail campaigns r dramatically more complex & expensive, less efficient #socpharm

:
RT @: don’t understand why we don’t see more of this. E-mail campaigns r dramatically more complex/expensive less efficient #socpharm

:
Hi, Daphne from IMRE Healthcare…lurking and and curious about convo re: @ “normal people and pharma” post. #socpharm

:
@ Hi Ian welcome to #socpharm. Talking SMS & adherence programs.

:
Frieda Hernandez here joining late from Siren Interactive #socpharm

:
@ Hi Daphne, @‘s blog will be next topic :) #socpharm

:
@ Do you guys have data on #SMS initiative, yet? #socpharm

:
@ I also like the affirmations! I’d ? to put multiple msgs in rotation next time & allow customization #socpharm

:
@ Really great idea. We all like ‘atta boys even electronic automatically generated ones! #socpharm

:
@ yes but i can’t share, sorry :( not my rules! RT @ @ Do you guys have data on #SMS initiative, yet? #socpharm

:
@ Aaarrrggghhh ;-) #socpharm

:
@ It’s good to know that pharma brands are doing this successfully. #socpharm

:
@ 1/2 next time i would also love to refine a bit more: include customization options for message frequency/ tone etc. #socpharm

:
@ 2/2 and then overlay w/ combo of survey & #IMS data to see if users who customized messaging–> more success #socpharm

:
Mobile/sms has rep. been shown 2 save lives in crisis. chronic conditions (like t1) r oftentimes a constant “state of emergency”. #socpharm

:
Text/SMS penetration at 58% in U.S. 89% in Mexico. #socpharm http://bit.ly/br4zup

:
@ Nice! That’s true CRM, asking target how/when/with what content they’d like to hear from brand & then measuring. #socpharm

:
@ That would be awesome! #IMS #socpharm

:
@ We’re still a desktop culture…how quickly do you think that’s gonna turn upside down? #socpharm

:
@ Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013 per Gartner #socpharm

:
Great #mobile stats > RT @ Text/ #SMS penetration at 58% in U.S. 89% in Mexico. #socpharm http://bit.ly/br4zup

:
@ I think 1st key metric we shld focus on is adoption, not conversion.former indicates NEED, lack of latter= failed execution #socpharm

:
Here’s a thought…SMS offering support not just reminders. Anyone do that? #socpharm

:
@ agree but it’s not easy to sell in w/o promise of #ROI > not to be jaded, but there has to be some promise of conversion #socpharm

:
Topic 2: If u haven’t already, check out @‘s post Do Normal People Follow Big Pharma?http://bit.ly/4JqVpV #socpharm

:
@ Pharma could do with optimizing more websites for mobile use #socpharm

:
T2: @ asks what audiences should Pharma focus its tweets on developing, cultivating & engaging? What do u think? #socpharm

:
@ Smartphones are changing our desktop culture, and it’s happening fast: 72% sales growth Q2 09 YoY. #socpharm

:
Link to Gartner prediction re: mobile, fyi: http://tinyurl.com/yec3o3t (thx! @) #socpharm

:
Both corp & brand sites RT @: @ Pharma could do with optimizing more websites for mobile use #socpharm

:
@ the idea of SMS offering support is great but a regulatory nightmare. support is too late by the time its approved. #socpharm

:
Agreed RT @: @ Pharma could do with optimizing more websites for mobile use #socpharm

:
T2: Depends what pharma goals are. #socpharm

:
T2 As a backdrop to my post: Because Twitter so stupid simple, it has many uses. Easy to be all over the place w/o vision. #socpharm

:
@ Eggsactly ;-) #socpharm

:
@ Agree, with all sm tools you need a strategy driving them to keep you focused & successful #socpharm

:
@ agreed! I use most on iPhone but many hard to use. Have a blog post coming out on this #socpharm

:
RobRenjilian @ see your point. Could be done,maybe? Maybe multi-channel. Text gotta have a butt/Chantix case mgr calls #socpharm

:
T2 Does Enterprise use of Twitter try to appeal to everybody? To a narrow group? Do you mix it up? Also: how to be interesting. #socpharm

:
That’s why I liked the @ test of Twitter – it was focused around a specific event & they set expectations. #socpharm

:
T2 ‘Cuz nobody follows you if you’re runnin’ the Beige Yogurt Show. Know what I’m sayin’? #socpharm

:
@ They just might end up with egg on their face. Get it. Ba dumpa ding! #socpharm

:
@ Cos shld facilitate delivery of support by ppl u trust, know, & love. i don’t care if Pfizer sends me chemocare card #socpharm

:
@ They may have a desire to do so, for many, getting internal approval for engagement in SM is still a big challenge. #socpharm

:
T2 But here’s the problem: If an account is too specific or thematic, it’s hard to sustain attention. #socpharm

:
T2: Some of us love all things beige! Esp multi billion dollar corporations. Beige is safe for one thing :) #socpharm

:
@ Are you seeing is as a reg or $$ issue re: internal approval, or neither or both or something else..oy #socpharm

:
T2 experimentation is important in such a highly regulated, historically secretive industry #socpharm

:
@ Exactly. Relationship with a case manager are solid in many support programs. It could be a nice addition. #socpharm

:
@ But the followers don’t care for Beige. That’s the problem. Customers don’t care about company interests. #socpharm

:
RT @: Link to Gartner prediction re: mobile, fyi: http://tinyurl.com/yec3o3t #socpharm I gotta make more time 4 mobile.

:
T2 I think it’s a delicate balance of wide ranging topics along with current news which is difficult to achieve #socpharm

:
@ Beige is booooorrrring #socpharm

:
@ I think reg/approval 1st, $$ second #socpharm

:
@ Experimentation as in pilot programs? Yup…let them test proverbial waters; still scares crap out of them. #socpharm

:
T2 Pharma slow to adopt all new models – industry fact of life. Don’t like it? Do retail #socpharm

:
yes, agree. Set expt, have clear goals, learn, share, improve, expand, experiment, & repeat. RT @: re: @ #socpharm

:
I love it! RT @: T2 Pharma slow to adopt all new models – industry fact of life. Don’t like it? Do retail #socpharm

:
T2 You know: Twitter as driver of $ ROI is delusional. Twitter’s great for a bakery. Regulated Enterprises? Not so much. #socpharm

:
Deliberate patience a virtue. RT @: T2 Pharma slow 2 adopt all new models, industry fact of life. Dont like it? Do retail #socpharm

:
Pharma cos can support cmnties like http://www.PatientsLikeMe.com to facilitate patient support from similar, trusted patients #socpharm

:
What does everyone think of @ 2-week ?Twitter trial? around conference? #socpharm

:
@ I hate beige and vanilla anything! #socpharm

:
@ all good points #socpharm

:
T2 Question: How many here think Merck could ultimately drive more than $100 in Rx on Twitter? #socpharm

:
@ ha I totally disagree! #Twitter can absolutely non-reg’d-enterprise drive $ ROI via awareness, coupons, & goodwill #socpharm

:
Really? I love vanilla ice cream RT @: @ I hate beige and vanilla anything! #socpharm

:
@ Have they shared any learnings, results? #socpharm

:
@ question is what value can pharma bring 2 table that patlikeme doesn’t already provide? #socpharm

:
Good question, I’ll ask @ RT @: @ Have they shared any learnings, results? #socpharm

:
@ marketing often see SM as another channel… “how do we get our key messages across?” Aieeee! #socpharm

:
@ Talking about @ Twitter trial at #socpharm. Can us share learnings, results, future for account?

:
@ But that’s not Twitter “driving” ROI. I understand what you’re saying. But there’s a flaw in that logic. Think about it. #socpharm

:
Very important! RT @: @ question is what value can pharma bring 2 table that patlikeme doesn’t already provide? #socpharm

:
@ @ I know they plan to… soon; ) #socpharm

:
@ strawberry, FTW! #socpharm

:
Agree w/@A0K that Twitter (as part of multichannel marketing plan) can drive $ ROI via awareness, coupons & goodwill #socpharm

:
@ For local & small businesses, Twitter’s a great driver because it enhances established social connections. #socpharm

:
@ @ @ Until pharma engages, not much (re: patlikeme Q). #socpharm

:
T2 For a regulated enterprise, Twitter as a sales tool is misguided b/c it forgoes larger business propositions. #socpharm

:
Wow, it’s really weird how tweetchat makes some tweets just disappear, like poof! #socpharm

:
@ That happened to me earlier today… and it was a good one.. but, poof! Gone. #socpharm

:
@ On a related note, did you see Twitter’s replacement for the Fail Whale? -http://bit.ly/cB50oc #socpharm

:
Re: Twitter et al, anyone else noticed that Novo’s @ is now following tweeps? #socpharm

:
I thought they were always following, intersting! RT @: Anyone else notice Novo’s @ now following? #socpharm

:
@ Well, at least they’re following @ – and *not* @. #socpharm

:
Hi @ :) They weren’t following as of Dec 09, but when we looked last week, they were following 23. #socpharm

:
@ There’s a lot that can be done. But: computer software’s easier to upgrade than cultural, legal & other software. #socpharm

:
@ Thanks for such vigilance & reporting back. Hope you can participate next week in #socpharm.

:
@ Great chat – keep up the good work! #socpharm

:
Thanks for taking part & writing such engaging blog posts. RT @: @ Great chat – keep up the good work! #socpharm

:
@ We’ll get our schedules sorted out – #socpharm important and we want to be a part. Thx for encouragement!

:
@ Sorry that I can’t ever join u for #socpharm chat, as I have a regular commitment from 8-10pm every WED. Catching up on tweets

:
I know & I’m sorry! RT @: @ Sorry I can’t ever join u for #socpharm chat, as I have a regular commitment 8-10pm every WED.

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

Siren Interactive
  • Siren Interactive
  • Rare Disease Relationship Marketing Experts
  • 626 West Jackson Blvd, Suite 100
  • Chicago, IL 60661
  • 312.204.6700
  • 866.502.6714 (Toll Free)
  • www.sireninteractive.com