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#SocPharm Tweetchat Transcript 1/5/2011

Posted by | 10:17pm on Wednesday, January 5, 2011

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hi everyone. awaiting the fabulous @ to kick us off. #socpharm

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Sorry I was waiting for u! Excited to introduce our guest moderator @ (formerly of AZ now Edelman) to lead our #socpharm chat.

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I see we’re off to a great start. I’m excited to be here tonight and look fwd to great convo. let’s jump right in #socpharm

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If everyone wants to introduce themselves & say why you are interested in #pharma marketing & sm. #socpharm

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first caveat, these tweets are my own and not the position of my employer (that’s out of the way). #socpharm

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Happy new year! I work in a healthcare communications agency. I’m interested in topics about social media and communications/PR. #socpharm

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I work for Siren Interactive, we focus on #raredisease therapies & I’m fascinated by use of digital for health info/education. #socpharm

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T1is pharma doing enough with the less sexy aspects of social-content curation, search, keyword buys, relationship bldg? #socpharm

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@ Chia Hwu here from SF Bay Area, CA. Used to work in pharma/biotech as a researcher, turned SM practitioner in 2008. #socpharm

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T1a are we doing enough to educate our clients on these approaches if they fit the overall strategy vs. building a FB page? #socpharm

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biopharma marketing in Boston area; hi all #socpharm

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T1 I often find that many pharma sites aren’t taking full advantage of “traditional” digital tactics, i.e., organic & paid search #socpharm

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@ When you say “social-content curation” what do you mean? #socpharm

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w/patients, esp as it relates to disease state specialties. they don’t always have to build it-they can curate it. #socpharm

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much like a website like www.daringfireball.com is the go-to curator for Apple/tech news. why not healthcare done by pharma? #socpharm

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@ Aha! The idea of a navigator or portal. Yes, I’m a fan of that when there is a lot of good info online already #socpharm

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@ completely agree. feels like someone said “search is so last decade” and dropped the ball #socpharm

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@ Beginning to see SM integration with larger marketing strategy but still a long way to go before we get there. #socpharm

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@ great point. trying now to get clients to see a digital program as components of an overall strategy. slow going #socpharm

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T1 It’s hard when client comes (w/$) & says “I want a FB page” to educate & get at goal & best way to achieve it(might not be FB) #socpharm

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is anyone else taking it back to basics w/good ole’ fashioned online 101? (search, keywords)? #socpharm

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Is some of the hesitation tied to little knowledge of accurate social media ROI? #socpharm

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T1 I’m drawing a line internally that I won’t discuss tactics without a strategy discussion 1st. clients are getting it #socpharm

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@ Thanks for favoriting my tweet, you should join in our #socpharm chat for the next 45 minutes if you are interested!

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@ I’d not thought of it that way, more that the nuts and bolts aren’t showy enough for those who want to break in #socpharm

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@ My philosophy is to drive people to great content, not traffic to a site. Different perspective on brand building. #socpharm

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T2. I’m going to change gears and talk about a topic we all hear about FDA guidance. does lack of guidance matter, in the end? #socpharm

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T2 or is there enough pharma can do in the absence of FDA weighing in? how have clients reacted? #socpharm

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Like that. RT @ My philosophy is 2 drive people to gr8 content not traffic 2 site. Diff perspective on brand building #socpharm

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@ Think it is that many pharma mgrs haven’t taken the time to really understand SEO, SEM ,the basics of how it works #socpharm

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@ It is a challenge of working in a “hot” space, clients don’t necessarily know what “it” is, just that they want it. #socpharm

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T2 Not sure if a lack matters, but might help to have the FDA finally weigh in on the issue for pharma to feel more comfortable. #socpharm

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@ updates crossed – it’s always about content, isn’t it. that’s why the notion of curating good content has appeal to me #socpharm

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T2 just feels like everyone’s sitting and waiting for the magic switch to flip. pharma knows DTC. they know the space. #socpharm

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T2 is social an extension of broadcasting and conversations they already have? #socpharm

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@ interested to hear ur thinking on how u curate great content for a pharma brand or r u just talking unbranded? #socpharm

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@ agree, and will further state that it would help if FDA would act more predictably, and give ample time to fix errors #socpharm

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@ I think the value of curation comes more in topics related to brands. most people look for disease state info #socpharm

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T2 Don’t think pharma can wait & many aren’t. Amazed at number of pharmacos on @“Twank” list http//bit.ly/eqGRfG #socpharm

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@ esp the growing demo of boomer women. curate content users want as it relates to your brand. experts by assoc. #socpharm

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perhaps we can mix it up with another related question… #socpharm

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@ I err on the side of caution & use common sense, the old rules still apply, it’s just a new medium. #socpharm

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@ yes agree…then cons may not go to brand site 4 gr8 content? may be hard for branded pharma to curate gr8 content #socpharm

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@ Do u think pple trust pharma brands enof 2 want curated content frm them? I’ve seen it work w/partnership w/pt org #socpharm

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T3. Does pharma understand the risk of using 3rd party platforms? r we educating them? #socpharm

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Good point! @ The old rules still apply, it’s just a new medium. #socpharm

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@ T2. I think if it’s done well via a pharma microsite or offshoot of a blog that alread holds unbranded convos, #socpharm

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@ completely agree-much like the advice I give to use current guidelines (DTC ex) to build SM guidelines #socpharm. wise approach

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Hi. Brent Rose from DSI. Sry late. Had to tuck in my 2 yo. #socpharm

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to close out last few ?sre curation I think it needs to be done on a microsite or unbranded blog that offers a mix of content. #socpharm

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@ Hi Brent. I sent my kids out with a sitter! welcome. #socpharm read through the topics and jump in. we’re a lively group

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T2. re old rules applying, have you used that approach w/clients waiting for FDA guidance? does it work? #socpharm

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Hello @ and all! HNY! Angela Dunn here, sorry to be late. Hear you are talking about curation. ) #socpharm

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@ curation and we’ve started the dreaded FDA convo. jump in where you like. welcome. #socpharm

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.@blogbrevity we’re laid back tonight so take your time #socpharm

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@ @ Have you guys seen used content curation successfully? #socpharm

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@ We’re laid back every week at #socpharm! We should start rule that you have to sip wine every time someone mentions FDA ) Gigi_Peterkin: curation what are your fav sites and can you see pharma modeling after any of them? #socpharm

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@ I think I’ve already implemented that rule ;) #socpharm

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@ @ We may need a whole bottle some nights! FDA discussions are always interesting. #socpharm

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@ I wrote a post on Content Curation for Twitter http://bit.ly/ThoughtLeaderDJ #socpharm

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mulling over curation, I’m curious T3 does pharma understand/accept risk of 3rd party sites? or do they just want a FB page? #socpharm

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T3 are we having the risk conversation candidly w/clients at the outset? #socpharm

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@ can you give us the capsule review /your thought? (I’d feel rude reading and moderating) ;-) #socpharm

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@ Great question. I like @ & Webicina.com from @. #socpharm

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@ haven’t really seen curation much at all. Examples.in pharma? #socpharm

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Yes! RT @ @ Great question. I like @ & Webicina.com from @. #socpharm

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@ I see it more as an oppty for pharma and a potential safe space for them to enter-curating relevant, unbranded content #socpharm

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@ BMS did a site 2 years ago for women w/advanced breast cancer, can’t remember name. Will have to research #socpharm

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AMEN for webicina.com RT @ @ Great question. I like @& Webicina.com from @. #socpharm

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@ The basis is aggregating content by others to build expertise around a topic for those you hope to engage. #socpharm

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@ yes! and I think pharma can use it to build trust by engaging with pts and curating info pts want, #socpharm

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Hi Jennifer, been lurking…the BMS site was advancedbreastcancercommunity or something like that #socpharm

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Here, @ partnered w/ @ & variety of pt orgs. Pulled lots of info tog. in 1 place advancedbreastcancercommunity.org #socpharm

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Hi #SocPharm – Happy 2011! Gald to see @ n @ rawking the tweetchat. Sorry can’t join in. Gotta put #LittleG to bed. EileenOBrien: @ Thanks so much Jennifer, I just found it!! Hadn’t been on it in awhile, it’s a great resource. #socpharm

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RT @ @ partnered w/ @ & variety of pt orgs. advancedbreastcancercommunity.org #socpharm

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One example of opportunity for pharma would be aggregating playlists on YouTube. #socpharm

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Good one! RT @ One example of opportunity for pharma would be aggregating playlists on YouTube. #socpharm

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@ we’ll catch you next time – Happy 2011 to you! you know how we rawk it. ;) #socpharm

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GREAT! RT @ One example of opportunity for pharma would be aggregating playlists on YouTube. #socpharm

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Isn’t it the content that gets them there in the 1st place? Core to strategy. #socpharm

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Very glad to learn so much about content curation – looks like I have some homework/reading up to do! #socpharm

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@ Absolutely. Then if you organize good content in a way that’s meaningful to the target audience u are golden. #socpharm

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@ seems like an undersea approach, I don’t hear much about it. Tx for bringing up. #socpharm

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@ but is pharma where the content is /where pts are going? can they provide a lens on disease state info pts need? #socpharm

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@ @ Thank you! #socpharm

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@ it’s a trend to watch out for – trust me #socpharm

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@ That’s was all @. I’ve been pitching it for 2 years but no one has yet to bite ) #socpharm

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@ lol-encapsulates my last 2 years well! #socpharm

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is anyone interested in the risk topic (T3) or shall we move to another? #socpharm

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I see resp for all content to b a potential hurdle…not to be a.negative nilly…#socpharm

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@ but are they resp for 3rd party content? much like commenting on or contributing to an editorial. #socpharm

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@ I like T3 Does pharma understand the risk of using 3rd party platforms? r we educating them? #socpharm

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@ AZ response to FDA is no, pharma not resp. and gathering info not necessarily an endorsement. there’s wiggle room #socpharm

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Ps I blame autocorrect for all stupid spelling #socpharm #droid

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I’m glad I can blame autocorrect now! RT @ Ps I blame autocorrect for all stupid spelling #socpharm #droid

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T3 I think it’s easy for clients (& us) to forget Facebook owns all their content & can change everything without notice. #socpharm

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T3 and it’s a quick leap for clients to think we have a magic pipeline to FB developers and can undo non-compliant changes #socpharm

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T3 I’m finding that clients are willing to accept a degree of risk, but they need us to educate them #socpharm

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T3 For ex, when FB changed format in Aug they actually removed the ISI info for some pharma FB pages. Pages had to come down. #socpharm

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@ depends on the platform. My platform, my resp. #socpharm

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T3 in a firm the size of Edelman, it also means educating internally. #socpharm

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T3. and when FB changes brand pages over to the new profile format-likely w/o giving notice, well look out #socpharm

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T3 Unlike Google, where were are their clients & they are very collaborative, FB could care less since we don’t pay for pages! #socpharm

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@ but it is one thing to point out news and another thing to endorse/be responsible for news? the trickier aspect is #socpharm

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@ Educating internally in all orgs is the main SM mission of 2011 #socpharm

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@ ads that may pop up on 3rd party sites. again, educating abt risk/benefit #socpharm

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Amen to that! RT @ @ Educating internally in all orgs is the main SM mission of 2011 #socpharm

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Outlining risk/benefits& risk mgmt plans is a true diferentiator for a service provider, with up-to-date FDA insight. #socpharm

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T3 and even for paid advertisers, pharma a small segment of the 550,000+ FBers. they must serve the masses #socpharm

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@ that is tricky. The best analogy I can think of are reprints. #socpharm

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@ agreed! and linking those plans/insights to the brand strategy, not just agreeing to a string of tactics #socpharm

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T3 the same risks apply to Twitter and YouTube-interesting to see how less risky basics evolve and 3rd party platform use chgs. #socpharm

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Big thanks to @ for her masterful moderation & all who joined in tonight. I’ll link to the transcript when I post it. #socpharm

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yes RT @ Outlining risk/benefits/risk mgmt plans=true diferentiator for a svc provider, w/up-to-date FDA insight. #socpharm

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thanks everyone and to @ for inviting me to moderate. #socpharm

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Thanks everyone and @! Have a great week ) #socpharm

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Thank you Gigi, Eileen & all! RT @ Big thanks 2 @ 4 her masterful moderation & all who joined tonight. #socpharm

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Thanks Gigi and EOB RT @ thanks everyone and to @ for inviting me to moderate. #socpharm

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@ @ That’s always the danger w/ SM, a string of unrelated efforts not tied to a strategy. #socpharm

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@ enjoyed the convo and wld like to talk curation anytime #socpharm

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@ @ Thanks for the chat this evening! Look forward to hearing more from #socpharm in 2011.

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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