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#SocPharm Tweetchat Transcript 2/22/2012

Posted by | 10:47pm on Wednesday, February 22, 2012

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It’s time for the #biopharma marketing & sm tweetchat. Say hello! #socpharm

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We will assume that your tweets reflect your own personal opinions & not that of your employer or clients, & is not legal advice. #socpharm

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We have some interesting topics for discussion tonight, but first a #socpharm announcement.

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@ Hi everyone looking forward to tonight’s dicussion #socpharm

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I’ve heard that a MONTHLY #socpharm chat would be more engaging than weekly, so starting in March we’ll move to the 1st

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good evening socpharmers! Dana Webster checking-in from Indianapolis #socpharm

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Hi All – Looking forward to the conversation. Chuck #SocPharm

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T1: Should doc-payment rules require more info? http://t.co/2eqv1WFn #socpharm

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@: T1: I see both sides. Will legitimize payments categorically, but public may struggle w/seeing $100+ dinners #socpharm

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T1: @ who is on a plane now tweeted earlier “If you require info, not only must you get context, but MUST publicize it.” #socpharm

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@ Dana makes a good pt but we need transparency if we plan to change public opinion & create a trusting relationship #socpharm

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@: I agree with @ tweet. Pharma must step-up and put context out there…something not usually done #socpharm

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T1: I agree increased transparency is important for patients to make better decisions as well as for industry. #socpharm

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@: Good evening! I completely agree with your statement about transparency #socpharm

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@: Shouldn’t be a problem for legitimate services/fees. #SocPharm

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So if we are going to disclose payments to physicians should we also do NPs and PAs? #socpharm

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@: Yes! MDs, DOs, NPs, PAs, and Pharmacists – any HCP who benefits from the educational opportunity #socpharm

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@: Collect all prescriber information if the real purpose is to measure influence; we need license numbers to track. #socpharm

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@: Should be transparency across the board. #SocPharm

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@: Excuse my ignorance, but what needs to be dislosed – name, $, purpose, date? #socpharm

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@: Totally agree w Dana. I would add “grey area” $s. Leadership is this case is innovation & that will change paradigm #socpharm

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Comments submitted by PhRMA have consistently asked to help provide context for viewers of transparency info. #socpharm

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@: Name, date, address, license/identifier, amount, nature, purpose, product associated. That’s so far, anyway! #socpharm

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@: So if you have the license # will that allow you do track how much the HCP is actually utilizing the product? #socpharm

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We deal with Transfer of Value for a client…some HCPs already declining training, educational ops because of disclosure #socpharm

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@: Makes sense. This survey found 35% of physicians didn’t agree with payment discloser. #socpharm

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@: No. We need the license to cross match to National Provider Identifier, which is PPACA-mandated identifier. #socpharm

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@: We don’t get prescriber-level data, generally – zip code level. Depending on density of area, you can extrapolate. #socpharm

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@: Got it. So do you think this is a move in the rigth direction? Will we eventually get it right? #socpharm

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@: Would be interesting to get specific feedback on reasons why. #socpharm

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@: Agreed. We are seeing the same. HCPs hearing conflicting info, including misinformation about being taxed on lunches.#socpharm

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@: Honestly, pharmas who are doing it already bc of CIAs are doing a good job. PPACA and regs written by ppl who… #socpharm

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@: …don’t understand how our business works. They think we can push a button and have all HCP transfer of value info. #socpharm

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T1: Any other thoughts on this topic? #socpharm

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T2: @ surveyed scientists on sm. Results show anything new/suprising? http://t.co/Uehh8zCk #socpharm

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@: Between state regs, CIAs, and Sunshine Act, there is a lot of mud in the water that needs to be cleared #socpharm

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@: T2: as someone w/a scientific background, I think it showed that they don’t use SM for the same purposes as consumers #socpharm

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T2: However, most physicians start as scientists. May be indicative of best approaches to reach the HCP audience #socpharm

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@: It looked like they are using sm — for information & sharing — which is what I think consumers are also doing. #socpharm

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I thought it was gr8 that @ even did a survey on social media! #socpharm

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@ thank you! #socpharm

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@: Do you know what prompted the survey? Was there something specific that motivated asking the questions? #socpharm

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@ as we develop an R&D social media strategy, we wanted to understand how our folks were using it #socpharm

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@: How novel — going right to the source & asking for input :) #socpharm

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How can marketing team-up with scientists to unlock potential uses for Social Media? #socpharm

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T2: I think we understand there’s a lot of work to do to build capabilities/maturity in this space, however #socpharm

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@: Perhaps I interpreted the survey differently. I didn’t get the sense there was as much “social” as sharing info #socpharm

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@: see my last tweet. that speaks to that #socpharm

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@: I see your point as only 17% “join conversations” #socpharm

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RT @: : my reco is focus on the entire customer experience with the brand not just one aspect or promotion #socpharm

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@: @ Yes, that was the statistic I was referring to. Thanks. #socpharm

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@ J&J Diabetes Institute is a great example of a strategy that focuses on the entire experience; leverage SM as way #socpharm

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@ to extend brand conversation #socpharm

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RT @: Is it abt “teaming up” w/marketing OR is it abt providing scientists sharing knowledge that pts are interested in? #socpharm

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@ Good question, or also enabling those collaborative scientific convos that help advance science? #socpharm

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RT @: : RT @: Is it “teaming up” w/mktg OR providing scientists sharing knowledge that pts are interested in? #socpharm

makes” target=”_blank”>mikecapaldiGreat point @ makes:
we need to move from talking about P-values to sharing personal stories. #PhRMA12 #socpharm

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RT @: Great point @ makes: we need to move from talking about P-values to sharing personal stories #socpharm

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@ Absolutely, the power of storytelling. #socpharm

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Last topic is another @ one, AZ sells discounted cancer drug directly to patients: http://t.co/uyzJO4Ns The future? #socpharm

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@: T3: I hope so. I love that they’re providing a brand at 10% of its original value to provide pts w/more options #socpharm

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Truly innovative thinking again from @, IMHO #socpharm

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T3: I also love that AZ (@AstraZenecaUS) is smart enough to say $40 is better than $0 for Arimidex #socpharm

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Maybe Im just naive seems that Pharmacos would want to expand their business models into generics to expand sales and revenue opps #socpharm

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@ re T3: this is great example of the ‘branded generic’ strategy that you’re starting to see pharma move towards. #socpharm

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@: Most likely SM will play a big part in getting out the word to pts in the absence of mktg. $! #socpharm

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@: I correlate to cola mkt: brands dominate generics b/c public perceives quality over $$$ for essentially same product #socpharm

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@: @: @: Yes, it will be interesting to see what happens w/Lipitor & others going off patent #socpharm

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@: LOL great analogy, consumers def trust coke/pepsi over generic versions #socpharm

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@: Pharma needs to grasp that and study how Coke/Pepsi continue to dominate #socpharm

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Pricing + access will become big piece of brand positioning in pharma. Efficacy? SE profile? Meh .. ours comes with a copay card! #socpharm

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Pricing + access will become big piece of brand positioning in pharma. Efficacy? SE profile? Meh .. ours comes with a copay card! #socpharm

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Thanks everyone for a great #socpharm discussion. I’ll post transcript on Fri. Hope to see you next week

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@: @: Yes good thinking! But careful: Store brands are seeing record profits since the recession. #socpharm

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@ Thanks everyone and thank you Eileen for moderating! #socpharm

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.

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    24 February 2012 at 5:02pm
    Latest #socpharm transcript is up ...
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