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#SocPharm Tweetchat Transcript 2/10/2010

Posted by | 9:47pm on Wednesday, February 10, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Lets start w/intros: who you are & why you are interested in this topic.

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Eileen O’Brien & I work for Siren Interactive, where we work with pharma cos who develop drugs for rare diseases. Fascinated by sm #socpharm

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

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@ John O’Brien, professor, consultant, and advocate who sees #socpharm as an important way to align incentives/improve adherence

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@ Hi John & welcome! Do you talk social media to your students? #socpharm

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Frieda Hernandez her from Siren Interactive, bus dev/strategy professional focused on #rarediseasetherapies #socpharm

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@ Yes. They’re amazed by # of pts who will tell their FB status or twit feed things they dont tell their HCP. #socpharm

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stephen pearson, interactive pharma marketing, consutant #socpharm

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In fact I see “Status Clouds” as a potential tool in identifying/measuring adherence/AEs. Poor man’s FDA Sentinel! #socpharm

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@ Yes, why is it when people are in an exam rm they don’t open up & ask questions. Is it because we’re in a paper gown? #socpharm

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T1 @ tweeted a stat from Donna Wray (TGaS) 35% of pharma rm programs never contact enrollees #socpharm What industry can we learn frm?

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It’s the same reason why we look at the wife when we ask the husband if he takes his meds. We lie to HCPs, we vent to social media #socpharm

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T1 Since pharma doesn’t seem to be doing CRM well, what are some best practices we can use? #socpharm

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You could look to retail rm as an example of maintaining an outgoing relationship with the consumer. #socpharm

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T1: Part D plans that contact enrolleds just to “see if they are happy” have much higher annual retention rates #socpharm

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@ Agree, some of the stores do it very well. Amazon & LandsEnd come to mind as companies who know who I am/likes #socpharm

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@ So people respond to just a simple check in? Ask how they are doing? #socpharm

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Senior population in that experience. Some also offered reminders “its flu season and you may be high-risk” High-touch #socpharm

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People don’t take meds because they are sick. They want to feel better. Who’s asking them how they are feeling? #socpharm

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This is the #snowpocalypse edition of #socpharm! Any lurkers out there, please introduce yourself.

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Seems simple enof. RT @: Pple don’t take meds bec they are sick. They want to feel better. Who’s asking how they r feeling? #socpharm

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My health plan now has RNs that call U 2 enroll U in a wellness plan & check in quarterly on yr goals 4 diet & excercise #socpharm

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Erica Friedman, social media optimizer and researcher in pharma for a looong time. :-) Hello all. #socpharm

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Think of how Pandora/Grooveshark/Last.fm “know their listeners.” CVS.com likely knows their logged-in customers at least as well. #socpharm

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@ Hi Erica! We’re talking CRM plans in pharma. Any good examples to share? #socpharm

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RT @: People don’t take meds because they are sick. They want to feel better. Who’s asking them how they are feeling? #socpharm

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@ Problem with that is patients don’t *want* to be treated like customers. They want to *not* be customers at all. #socpharm

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@ Do the RNs give you advice over the phone? How much can they engage w/you? #socpharm

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@ for chronic conditions they often don’t feel anything. Hypertension, for example. Agree community/support would help #socpharm

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@ Yes info is suppowedly not shared w/ins co. They ask you about concerns and help you set goals #socpharm

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@ Thx. data also suggests pts believe they are above average and others are at higher risk #socpharm

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T2 Pfizer to Sell Viagra in Israel Via Internet: 1st time px drug is sold on web in Israelhttp://bit.ly/abSwEO Is this future? #socpharm

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Rare disorder patient peer to peer programs are very effective for adherence. Alphanet is a good example http://bit.ly/bOpUy6 #socpharm

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Gr8 example RT @: Rare disorder pt peer to peer programs are v effective 4 adherence. Alphanet is ex http://bit.ly/bOpUy6 #socpharm

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RT @: Rare disorder patient peer to peer programs are very effective for adherence. Alphanet is a good example http://bit.ly/bOpUy6 #socpharm

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T2: Online/mail-order pharmacies have great potential, as does telepharmacy. See #socpharmmanaged by pharmacists as promising.

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T2 Feels kind of eerie. Perhaps its needed for Viagra but doesn’t feel like the right model for most medications #socpharm

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T2: Do online/mail order pharmacies help w/meds for socially stigmatized conditions? #socpharm

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@ Agree. Online very important since rare condition populations are often very far apart from each other #socpharm

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T2: I dunno, but “adult” purchases may suggest ppl will do more on their screen than they will in person. #socpharm

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@ Agree it intuitively makes sense, wondered if anyone had seen any studies. #socpharm

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T2: A specialty pharm CEO told me African-American HIV+ pts seek more “cover” than white counterparts, less likely to visit store #socpharm

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@ Agree more scripts should be filled online, telepharmacy but don’t see pharma playing such an active role as with Viagra #socpharm

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@ Isn’t Viagra the most counterfeited drug? #socpharm

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T2: Pfizer selling online to stop counterfeits…BIG problem, esp for antimalarials. Is there “an app for that”–safe purchase! #socpharm

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Last topic: @ http://bit.ly/cFWG7s Internet Has More Influence Over Consumer Health Actions than Trad DTC Channels #socpharm

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Agreed due 2 stigma @: T2: Afro-American HIV pts seek more “cover” than white counterparts, less likely 2 visit store 4 meds #socpharm

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@ So I’ve heard #socpharm

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T3: Has anyone seen full @ study? Valid? Also notes doctor is still most important. Feels right in 2010. #socpharm

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@ So I’ve heard about Viagra as top counterfeit drug #socpharm

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T3: Saw twitpic of that from #epharma and was like “duh!” Print/TV ads are tuned out. People are ACTIVE on the internet. #socpharm

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@ questioned nurse as #2 below doctor, though. #socpharm

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RT @: @ http://bit.ly/cFWG7s Internet Has More Influence Over Consumer Health Actions than Trad DTC #socpharm

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@ Couldn’t attend #epharma. What was your biggest take away? #socpharm

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@ I didn’t attend but followed stream and followed-up with ppl. I’m afraid anti-industry peeps will start attacking #socpharm

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The crohnsandme site is gr8 but link to new branded is above other options. That could hurt “non-brand” status #socpharm

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T3 People have always asked questions wherever they are, on- offline. Dr ‘s costs $ – just to get an opinion? Internet is free. #socpharm

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Unfortunately pharma will always have haters. I loved @ publically thanks manufacturer for making drug that saved life #socpharm

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@ I have seen Manhattan Research and I’d say its valid with caveats like all research. #socpharm

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@ But the $ you pay to see a physician, presumably is for their expertise. Sometimes you get what you pay for online! #socpharm

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Some valid data has shown how DTC designed to hype features/downplay risks. Even more prevalent in #pharma & #socpharm. I expect criticism

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@ Crohn’s patients desperate for effective treatment in my experience #socpharm

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RT @: @ I have seen Manhattan Research and I’d say its valid with caveats like all research #socpharm

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@ Agree – my fear is more about the future of #fdasm #socpharm

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@ Nope, we were just talking in general! Hope all is well with you. What was your biggest takeaway from #epharma? #socpharm

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I agree Lands End & Amazon have great CRM like Apple, expedia, american express & Mini Cooper also in my experience. #socpharm

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@ Doctors cost money to get a qualified opinion, though who knows how much that counts for. :P Medicare’s free! Lol. #socpharm

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@ Future is uncertain for the reasons you pointed out re: reputation of DTC #fdasm #socpharm

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@ Actually we all pay for Medicare so it’s not really free. #socpharm.

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#socpharm I followed #epharma. Takeaways were pd search opp on youtube, goinsulin crm evolution, portal use declining, etc.

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@ That’s true, but we HAVE to pay for it, so it’s not like it makes a difference. XD Doctors generally=wait times too..#socpharm

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Would love to see Prevention Magazine include #socpharm in their next DTC survey research (Hear me @)?

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Hey guys! Just reading along!….but I felt like a stalker. So whats up! #socpharm

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@ Insurance doesn’t care that you didn’t get the best advice, only that you get the cheapest drug. #socpharm

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@ Next week you have to promise to chime in. #socpharm

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T2: Not at all! Have heard too many horror stories about online pharmacies; never been a condition I’d stigmatise so far. #socpharm

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@ resource utilization drives costs #socpharm

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@ Will do. #socpharm

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@ I moderate #socpharm chat each Wed at 8 pm est to talk pharma marketing & social media. Would love to have you join in.

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RT @: Clrly politic. Shld 1st purge snake-oil hlth remedies. RT @: Google 2 toss Canada phrmacies off pd search!#socpharm

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@ quality does matter to payors. Cheap is important, but so is outcome #socpharm

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@ SOmetime when I’m not exhausted, sure, thanks. :) #socpharm

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@ We were talking about Pfizer legitimately selling Viagara online: #socpharm” target=”_blank”>http://bit.ly/abSwEO#socpharm

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@ We need more patient voices in the convo #socpharm

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Thanks everyone for another lively convo. Hope to hear from you again next Wed at 8 pm est #socpharm

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@ If I don’t have money to go to doctor, insurance won’t help me get good medicine, either. Internet doesn’t judge. #socpharm

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@ That’s why people turn to the Internet, or friends or snake oil. #socpharm

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Thanks again to @ for another engaging #socpharm Tweetchat. See you all next week at 8PM EST

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Thanks, Eileen. Back to shoveling snow! #socpharm

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@ #socpharm sorry I couldn’t make it…next week!

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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