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#SocPharm Tweetchat Transcript 2/23/2011

Posted by | 10:27pm on Wednesday, February 23, 2011

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It’s time for #socpharm! Please introduce yourself & tell us why you are interested in this topic.

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Hello from Kathryn Davis #socpharm

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@ Hello Kathryn & welcome to #socpharm. You are very prompt :)

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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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I actually could not remember if the time was 7:00 pm EST or 8:00, glad I’m on time #socpharm

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“I’m a student at #WMU studying Internet Marketing #mkt3730 w/ @ We’re learning about mktg & Twitter chat. #SocPharm

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I’m Eileen, work for Siren Interactive, interested in #raredisease #epharma #socpharm.

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Frieda Hernandez from Siren Interactive joining #socpharm. Interested #raredisease #epatients#caregivers #fdasm #mhealth #ePatcon #epharma

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@ it’s great that marketing classes today include tweetchats! #socpharm focuses on the niche of pharmaceutical marketing & sm.

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Dan Sfera, hoping to Demystify clinical trials, amongst other things… #socpharm

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Rich Meyer author of Word of DTC marketing and passionate healtcare marketer #socpharm

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Jon Thomas from @, hoping to add some insight on social media and #storytelling for pharma #socpharm

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I’m Michael Spitz, Director of Digital Strategy, Ignite Health, interested in all things digistrat to improve patient QOL #socpharm

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Oops – helps if I remember #socpharm hashtag! Krista here, working in healthcare PR/communications & interested in social pharma :)

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hello, from AZ #socpharm

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T1 Last Wed @ held tweetchat to talk abt px savings programs. What did u think? Transcript http://scr.bi/gjPrST #socpharm

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@ Hello Tony, thanks for joining us! Would love to hear your perspective about #RXsave chat #socpharm

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It’s a good first step #socpharm for an industry that seems to be risk adverse

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@ Completely agree that #rxsave was innovative & bold. #socpharm

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we were pleased with engagement in #rxsave. some good ideas and good topic to cover in our first effort #socpharm

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Difficult to follow multiple threads on a tweetchat, however; protocols should be established for clarity #socpharm

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@ @ @ @ Welcome to #socpharm

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@ One question I had was how was the chat promoted? #socpharm

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I think more drug companies will step up until someone gets an NOV letter #socpharm

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Is #rxsave the topic for tonight’s #socpharm chat?

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RT @: chat was promoted thru the blog, twitter and some targeted emails to #rxsaveadvocates to ensure they were aware #socpharm

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the chat was promoted thru the blog, twitter and some targeted emails to #rxsave advocates to ensure they were aware #socpharm

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Still digesting #rxsave. I’d like to know more abt @ POV once they have analyzed results #socpharm

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@ Jon we typically raise 3-4 topics, 1 at a time & chat for a bit until convo dies down & then raise another topic. #socpharm

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I think that the disc was about the #rxsavings program & not products helped. They also disclosed no products in the beginning. #socpharm

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@ If you have a topic idea for tonight or for next week, please raise it. #socpharm

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The structure of #rxsave was sound; but the etiquette of some participants could be considered a bit… questionable. #socpharm

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How do you define #rxsave advocates? Who are they typically #socpharm

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@ There was lots of engagement. Would you consider @ idea of partnering w/nonprofit such as AARP? #socpharm

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RE:@jframadier: social media marketing for drug companies http://t.co/ohxxDGo? via @ #socpharm -5:35 PM Feb 23rd, 2011

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Right now everyone wants to save money but if you look at process not everyone is willing #socpharm

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Re @ there is a community of people who help patients access meds and care they need #rxsave #socpharm

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Who should be implementing social media for pharma an agency or themselves ? #socpharm

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@ It’s fine to ask ?, participate & engage, but being confrontational & promoting your own agenda is rude = troll #socpharm

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@ Se la vie #socialmedia re: questionable etiquette #rxsave #socpharm

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we wouldn’t rule out partnerships in the future #socpharm

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I will be speaking to youth (Girls) in Science; my topic is Social Media, any recommendations on what I should focus on?#socpharm

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Themselves, esp. if a large corp. RT @: Who should be implementing social media for pharma an agency or themselves ? #socpharm

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RT @: the chat was promoted thru the blog, twitter and some targeted emails to #rxsaveadvocates to ensure they were aware #socpharm

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@ So overall @ was pleased with results? #socpharm

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@ Agree especially after Edelman screwed up AZ’s Facebook page #socpharm

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Do internal pharma marketing teams have the bandwidth to create and manage social media programs? #socpharm

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@ me too. hope these efforts continue #SocPharm

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@ Even if an agency is handling SM for pharma, it’s still a combined effort of content creation #socpharm

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RT @: RE:@jframadier: social media marketing for drug companies http://t.co/ohxxDGo? via @ #socpharm -5:35 PM Feb 23rd, 2011

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Simply because an agency made a mistake doesn’t mean the agency partnership model is bunk #socpharm

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@ @ it’s great that mktg classes today include tweetchat #socpharm#mkt3730 #in

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quite, yes @ @ So overall @ was pleased with results? #socpharm

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@ That’s the issue. I dont believe they do right now because of cutbacks #socpharm

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@ Again, congrats @ for taking the lead. Well done! #socpharm

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@ Especially since content is king and brands are media today #socpharm

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Agencies partner with pharma marketers in a number areas, not merely social media: Content creation, IT, multichannel #socpharm

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@ thanks much! #socpharm

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Let’s make this T2 RT @: Who should be implementing social media for pharma an agency or themselves ? #socpharm

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@ Thank it is wonderful. How long has your company been doing Tweet Chat? #SocPharm

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@ People want to talk to brands not agencies #socpharm

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@ It’s unlikely. Few marketing departments do. #socpharm

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RT @: Agencies partner with pharma marketers in a number areas, not merely social media: Content creation, IT, multichannel #socpharm

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@ That’s counter to personal experience — I would say most pharma marketing depts partner in some form #socpharm

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RT @: Orphan patient communities grow online: http://bit.ly/hN2ayu #hcsm #socpharm#healthinnovations

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Very true & challenging for agencies / social capes: RT @: @ People want to talk to brands not agencies #socpharm

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@ Pharma marketing & sm chat (#socpharm) has been going for 13 monthshttp://bit.ly/bKQ8H7. Every Wed 8-9 pm EST.

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T2: an agency can assist, but the message MUST come from the pharma company, u cant outsource real interaction w/customer #socpharm

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People don’t want to talk to brands, either — they want conversations with peers and people bringing solutions #socpharm

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RT @: T2: an agency can assist, but the message MUST come from the pharma company, u cant outsource real interaction w/customer #socpharm

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Agree w/ @ most pharma marketing depts partner in some form #socpharm

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Pharmas outsource all sorts of things – but responsibility for the molecule & all related content obviously comes from the pharma #socpharm

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T2 pharma typically wants help on strategy & ongoing support, but also the onsite champion is essential too #socpharm

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ROI of #socpharm is learning RT @: Simply because an agency made a mistake doesn’t mean the agency partnership model is bunk soulflsepulcher: RT @ …the message MUST come from the pharma company, u cant outsource real interaction w/customer #socpharm

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T2 People absolutely want to talk with brands, but that doesn’t mean they know how to implement it effectively. Agency can help #socpharm

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We’re talking about outsourcing assistance with driving and targeting the message — not the message itself #socpharm

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Mostly no RT @: Do internal pharma marketing teams have the bandwidth to create and manage social media programs? #socpharm

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The milkman delivers milk — should we fire him because the milk should come directly from the cow? #socpharm

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@ They also have to know how to comply with DDMAC. #socpharm

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Experts in healthcare communications must be versed in all clincial and regulatory knowledge to preclude mishaps #socpharm

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@ Thanks for the information. Its nice learning about new means of social media! #SocPharm

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@ Saw your question re: youth & #socialmedia. I am looking for some resources to send you links to #socpharm

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@ def nothing wrong with that, in fact that is ideal. What if pharma buys an influential blog, whose message is that? #socpharm

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Many agencies aren’t 100% dedicated to healthcare communications, and those agencies sometimes err #socpharm

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from Caregiver,mother,advocate: Given restrictive nature of ‘chat’ how can AZ attempt to have engagement w patients/consumers? #socpharm

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“@TheRealDanSfera: Dan Sfera, hoping to Demystify clinical trials, amongst other things… #socpharm” / +1000 I hear you! My quest in LatAm

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Pharma should always be transparent with its communications, whether unbranded or branded #socpharm

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Pharma but many sadly clueless RT @: Who should be implementing social media for pharma an agency or themselves? #socpharm

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Arguing about who pharma partners with to deliver the message is silly — the concern should be about the message itself #socpharm

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What’s more very few legal people willing to let marketers talk to patients #socpharm

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Does the engagement add value to the end user? Are physicians assisted? Do patients learn more about their options? #socpharm

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People want to talk with people. RT @: @ People want to talk to brands not agencies #Socpharm

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@ Agreed. I was wondering whether @ was actually interested in engaging patients in the chat #socpharm

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@ It’s not about delivering message that is not what social media is about its about conversation #socpharm

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kinda freaked I finally made the 2nd half of a #socpharm for 1st time in months, yay!

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@ These articles tagged “social media” at my blog might give you some ideas:http://bit.ly/tkgblogsm #socpharm

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@ We’re excited to have you Sally! #socpharm

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@ I get that, Rich, but pharma often needs help creating the channels through which that communication can take place #socpharm

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RT @: T2: an agency can assist, but the message MUST come from the pharma company, u cant outsource real interaction w/customer #socpharm

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The message is the message, first and foremost. If there’s an error, blaming it on agency will do little to fix the harm #socpharm

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RT @: @ Thats counter to personal experience — most pharma marketing depts partner in some form #Socpharm

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Amen RT @: People want to talk with people. RT @: @ People want to talk to brands not agencies #Socpharm

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All brands hire agencies to help them with their marketing in general, social media in particular #socpharm

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@ Conversation is great but useful, engaging content distributed through the right channels is also very important #socpharm

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Twitter chat not most efficient way to spread word to pts who need help. It is a good way to engage #rxsave advocates, others #socpharm

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@ Yes and for that they can ask help but for implementation has to come from brand #socpharm

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Would love to participate more here tonight, but tweetchat is honky and chatting from iPad not ideal :-( #Socpharm

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We make such a special case for pharma given the sensitivities, but in doing so we beg the question of pharma participating #socpharm

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RT @: Pharma but many sadly clueless RT @: Who should be implementing social media for pharma an agency or themselves? #socpharm

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@ @ Yes but they want those people to be the brand not agency #Socpharm

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How can the brand “implement” often complex initiatives if they don’t have the bandwidth? #socpharm

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Hell pharma does not even get that that content is king and brands are media #socpharm

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All? RT @: All brands hire agencies to help them with their marketing in general, social media in particular #socpharm

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It’s like we’re blaming pharma for not engaging, while expecting them to do everything themselves #socpharm

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@ Granted, I think it’s a sound strategy (hiring agency), but I’ll be seen as inherently biased #socpharm

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@ the larger problem is that pharma doesn’t really want to engage – they want more revenues and greater ROI #socpharm

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Long way to go I suppose RT @: Hell pharma does not even get that that content is king and brands are media #socpharm

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LOL RT @: @ Granted, I think it’s a sound strategy (hiring agency), but I’ll be seen as inherently biased #socpharm

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@ Pharma would LOVE to engage, but their hands are tied by regulations #socpharm

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@ I think partnering is necessary even if the internal marketing group has the “bandwidth” #socpharm

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@ I respectfully disagree – some might, many don’t #socpharm

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Treatment decisions ultimately rest with physicians and their patients #socpharm

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RT @: Twitter chat not most efficient way to spread word to pts who need help. It is a good way to engage #rxsave advocates, others #socpharm

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But forever? Something’s gotta give RT @: @ Pharma would LOVE to engage, but hands are tied by regulations #socpharm

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@ Disagree w/ @ & @ nothing wrong w/ agencies doing “outsourced” #socialmedia mgmt #socpharm

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@ partnering is a great idea as long as pharma doesn’t abdicate every thing to said partner = recipe for disaster #socpharm

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Partnering with advocacy organizations is another viable approach — combining knowledge from pharma with expertise from agency #socpharm

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@ if one was being truly cynical, Pharma wants more $ales and ROI and agencies want to sell more $ programs #socpharm

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@ I agree! #socpharm

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Pharma knows the molecule; agencies know the channels; advocacy organizations have the trust #socpharm

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Collaboration is key RT @: partnering is a great idea as long as pharma doesn’t abdicate every thing to said partner #socpharm

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Partner w/Trust Agent! RT @: Pharma knows molecule; agencies know the channels; advocacy organizations have the trust #socpharm

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Totally agree RT @: Pharma knows the molecule; agencies know the channels; advocacy organizations have the trust #socpharm

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@ collaboration, mutual respect and execution are definitely key #socpharm

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Simply because pharma and agencies are businesses does not make their mission inherently wrong or flawed #socpharm

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@ Sales can’t result from consistently answering questions from concerned patients and caring? cc @ #socpharm

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@ thanks for answering my Q appreciate it. no longer wondering abt future patient chats by AZ. #socpharm #rxsave

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Providing valuable services and being profit-driven is not an inherent contradiction #socpharm

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@ @ the problem is, do people trust pharma? many surveys consistently show they don’t (or oil co’s) #socpharm

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RT @: Providing valuable services and being profit-driven is not an inherent contradiction #socpharm

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Quik peek at @ @ @ comments in #socpharm chat: Sorry to b missing it tonite.

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@ because for Pharma “content” is either confidential information or a marketing piece. they need to have REAL content #socpharm

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@ totally agree but there is still the problem that many people/consumers don’t trust pharma see it as biased #socpharm

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Pharma can increase their level of trust by initiating projects exactly like #rxsave #socpharm

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@ Perfect opportunity to change that perception cc: @ #socpharm

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Nobody wants to talk to a brand. They just want availability. Whether it’s internal/agency, just know what ur doing. #socpharm

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On fire tonight :) RT @: Pharma can increase their level of trust by initiating projects exactly like #rxsave #socpharm

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Agree RT @: @ pharma can barely write their own releases, SM? heh :) #socpharm

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Indeed. RT @: Pharma can increase their level of trust by initiating projects exactly like #rxsave #socpharm

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@ Also see this: 22 Hot New Social Media Tools Worth Exploring #socpharm” target=”_blank”>http://bit.ly/hRGkNp#socpharm

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@ Depends. In #raredisease space pharma is creating very valuable real content. #socpharm

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RT @: @ @ problem is, do ppl trust pharma? many surveys consistently show they dont (or oil co’s) #socpharm

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Very true RT @: @ they need to have REAL content #socpharm

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Another illusion is that restrictive communication = bad communication; pharma needs to crawl before sprinting #socpharm

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RT @: @ Depends. In #raredisease space pharma is creating very valuable real content. #socpharm

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Conversations come with zero content, right? That’s the whole point of social media #socpharm

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@ @ every Pharma company has a Patient Assistance Program, not sure Rxsave is unique #socpharm

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@ @ I imagine physicians are educating patients so patients can make informed decisions #socpharm

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@ Another illusion is the need for uniqueness or originality; sometimes you just have to “do it” #socpharm

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@ @ plus #rxsave chat was a great opportunity to engage rather than listen #socpharm

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@ but that is where social media serves a purpose…increasing awareness of such programs #socpharm

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Pharma can’t do it alone; pharma can’t say everything; pharma can’t allow everything: so what? Let’s stick to what we CAN do #socpharm

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Hope so! RT @: @ but that is where social media serves a purpose…increasing awareness of such programs #socpharm

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@ Thanks Tony #socpharm

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@ content is also a conversation starter, otherwise youll just have people saying “hi” to each other… #socpharm

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@ Am I misunderstanding? Many conversations begin in response to quality content. Definitely my experiences. #socpharm

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RT @: Providing valuable services and being profit-driven is not an inherent contradiction #socpharm

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RT @: Simply because pharma and agencies are businesses does not make their mission inherently wrong or flawed #socpharm

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T3: Did u see NYTimes op ed other week abt DTC tv ads & having pharmacos cooperate w/each other? #socpharm http://nyti.ms/ggDMDh

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@ Social media is ultimately just a channel through which people openly communicate #socpharm

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The point of these media is for people to connect w/ *each other*. Brands don’t need to interject, just be available. #socpharm

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@ right but taking marketing or promotion pieces and asking how to run them through SM isn’t it #socpharm

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RT @: Point of these media is for people to connect w/ *each other*. Brands don’t need to interject just b available #socpharm

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@ I wouldn’t assume that. I figure a brand mktg dept has more bandwidth than my physician. I can’t get her on the phone! #socpharm

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Topic 2: Pharma cooperation on TV ads — great idea! Also idea to cooperate on unbranded disease ed, win-win #socpharm

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@ Interesting perspective “restrictive communication = Bad communication”, not sure I agree #socpharm

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@ @ @ I’m not so sure ‘engage’ is the right verb. I know that’s the SM meme, but it’s misguided. #socpharm

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@ My point was that they aren’t the same — you can have good convos in a restrictive environment #socpharm

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@ & create content. I communicate on twitter, but I also offer content on my blog, which isn’t a great convo channel. #socpharm

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Agree but what word? RT @: I’m not so sure ‘engage’ is the right verb. I know that’s the SM meme, but it’s misguided #socpharm

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@ Of course not. First rule of marketing – It’s all about the audience. #socpharm

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Intriguing idea for pharma competitors to cooperatively create unbranded disease education campaigns #socpharm

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@ I think the appropriate word would be “communicate” or “raise awareness” “engage” for pharma is a bit aggressive #socpharm

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Couldn’t agree more with unbranded disease ed. Some good examples on YouTube. #socpharm

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Check it out if you haven’t seen the article or related: http://bit.ly/e9GF6J #socpharm

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Wow. Quite RT @: Intriguing idea for pharma competitors to cooperatively create unbranded disease education campaigns #socpharm

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This goes back to the notion that open conversation and engaging communication is ultimately GOOD FOR EVERYONE #socpharm

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@ Right. The idea of “engage” is forced. It misses the whole power of these media: peer-to-peer sneezing. #socpharm

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RT @: Check it out if you haven’t seen the article or related: #socpharm” target=”_blank”>http://bit.ly/e9GF6J#socpharm

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The preimse is that if you give docs and patients and caregivers all the info they need, the right decision can be made BY THEM #socpharm

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This logic is relevant for Topic 1, too: Let’s keep the goal in mind, no matter how arduous the path ahead #socpharm

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@ It’s ending now, but get in on #socpharm!

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RT @: Nobody wants to talk to a brand. They just want availability. Whether it’s internal/agency, just know what ur doing. #socpharm

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@ @ We’re here chatting every Wed from 8-9 pm EST! #socpharm

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Pharma: “I have a possible solution” Doc: “I have a diagnosis and recommendation” Patient: “I want to learn more…” #socpharm

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RT @: The preimse is that if you give docs and patients and caregivers all the info they need, the right decision can be made BY THEM #socpharm

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Thanks everyone for a lively #socpharm chat! I’ll post transcript tomorrow. @ will be guest moderating March 2.

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Thanks to @, the tweetchat hostess with the mostess #socpharm

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Thanks everyone – very lively discussion tonight! #socpharm

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Yup yup!! RT @: Thanks to @, the tweetchat hostess with the mostess #socpharm

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T3 The idea has a leg or two. But we’re dealing with a spider. Ad coop might partially work, but may need to be project-specific? #socpharm

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Good chatting w/everyone here on #socpharm – thanks as always @ Cheers!

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Sorry @ is moderator Mar 9 RT @: Thanks everyone for a lively #socpharmchat! I’ll post transcript tomorrow.

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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