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#SocPharm Tweetchat Transcript 2/29/2012

Posted by | 11:52pm on Wednesday, February 29, 2012

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Welcome to the #biopharma marketing & sm tweetchat (#socpharm) say hello!

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Hi Eileen! We’re excited for the chat RT @: Welcome to the #biopharma marketing & sm tweetchat (#socpharm) say hello!

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We’ll consider your tweets your personal views & not that of your employer &/or clients #socpharm

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Hello RT “@EileenOBrien: Welcome to the #biopharma marketing & sm tweetchat (#socpharm) say hello!”

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Good evening, everyone. Dana Webster here & looking forward to tonight’s #socpharm tweet chat

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@: thanks for joining! #socpharm

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Hi Eileen! RT @: Welcome to the #biopharma marketing & sm tweetchat (#socpharm) say hello!

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T1 has everyone heard of Pinterest, new social network? Some blogs about hc use http://t.co/tcHI1jfH & http://t.co/PRuRIaD1 #socpharm

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T1: tweeted earlier this wk about Pinterest. Wondering how it will apply to pharma/medical. Think it’s a fleeting fad #socpharm

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Yes! We have recently joined Pinterest RT @: T1 has everyone heard of Pinterest, new social network?#socpharm

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RT @: re T1 Hi there and yes, i have. Pinterest ~ Pharma’s new shiny object! #socpharm

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T1 have to admit to being Pinterest newbie & see clear use for retail but not for hc. #socpharm

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RT @: : Hi Dana, totally agree w you. #socpharm

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I agree with @. Not even a health category at this time. Failing to see its applications for our industry #socpharm

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@: Good evening, John! #socpharm

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Friends at @ (hospital system) are seeing lots of traffic from Pinterest page. Their target audience skews female too #socpharm

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I doubt it- it’s much easier to use than blogging and has attracted a ton of people T1:Pinterest- a fleeting fad #socpharm RT @:

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RT @: T1: From unbranded perspective plenty of opp or from social listening perspective. Pics can paint 1k words. #socpharm

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Hi All: T1: I can see Pinterest as a corp comm tool: cool to show timeline of company or progress of drug dev #socpharm

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Couple of blog posts disagree http://t.co/LyEw8cdY http://t.co/MmE8nf4I #socpharm

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T1: I’m more inclined to use Instagram. Big limitation is availability on Mac platform only #socpharm

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I can see it being used to communicate – one way – for information on a specific disease per site #socpharm

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RT @: re: T1good thought. I sent Pinterest cust svcs email asking about ability to shut off comments. no answer yet. #socpharm

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@: re: comments: I think that will be a deciding factor…#socpharm

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Apparently @ has breast cancer support board in Pinterest. like idea of perhaps visually telling stories of patient journeys #socpharm

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T1: #socpharm some hospitals are taking on the health category check out http://t.co/bzUpFTP4 and @ also http://t.co/cg2JjO4K

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RT @: : @: re: comments: I think that will be a deciding factor…#socpharm

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Me too! RT @: : like idea of perhaps visually telling stories of patient journeys #socpharm

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@: so you are saying Instagram is only avail on Mac right? #socpharm

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Great idea, could be very moving! RT @: @ on Pinterest about #breastcancer -telling stories of patient journeys #socpharm

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RT @: re: blog posts utiliz can only be crafted 4 certain segment for now. if female aud skew older huge caregiver opp #socpharm

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Me three! RT @: Me too! RT @: : like idea of perhaps visually telling stories of patient journeys #socpharm

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T1: I can see the implication for telling patient stories more than as a pharma/biotech marketing #socpharm

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@: Yes. Instagram is only available through Mac devices (iPad, iPhone, iPod) #socpharm

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@: I Agree – that it’s great for patient stories – can be very motivational #socpharm

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Yes definitely @: @: @: : I like idea of visually telling stories of patient journeys- Pinterest #socpharm

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@: example of GE using Instagram to motivate employees at a turbine factory/showcase their company http://t.co/Dxu56VJW #socpharm

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I can maybe see Pinterest boards superseding infographics as a way to share info. #socpharm

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But all great marketing does tell a story! @: : T1can see the implication for telling patient stories more than pharma mktg #socpharm

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RT @: T1: I can see the implication for telling patient stories more than as a pharma/biotech marketing #socpharm

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I’m a writer so I like words but clearly for the visual thinkers Pinterest provides a creative opportunity. #socpharm

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@: Agreed. I am a 2X cancer survivor & have much to tell. Using many media to help share my story #socpharm

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RT @: RT @: T1: I can see the implication for telling patient stories more than as a pharma/biotech marketing #socpharm

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@: Captioned photos create interest. You may not read an entire article but who doesn’t read the captioned photos? #socpharm

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Any one have any other Pinterest examples to share or any other comments? #socpharm

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@: Hello, Chuck! Believe there’s much power in graphics. My doubt is how pharma/biotech will use outside pt campaigns #socpharm

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@: that’s true – people love photos #socpharm

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Infographics are brief-looking at a full board takes time RT @: maybe Pinterest boards supersede infographics to share #socpharm

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Agreed. but we still have to figure out how to create leadership role 4 brands in disease category or sell more pills, right?!?! #socpharm

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@: much prefer FB for interactive discussions, HC groups could get even better in that regard #socpharm pinterest, meh

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@: You nailed it. ROI always top of mind #socpharm

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RT @: : I’m a writer so I like words but clearly for the visual thinkers Pinterest provides a creative opportunity. #socpharm

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T2: Content: Marketing’s Best Hope, or More Hype? http://t.co/jWaoowrx #socpharm

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T2: I’m a big fan of content marketing. Feel it’s much more authentic, less scripted #socpharm

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T2 good content is one of pharma’s best tactics for both hcps & pts. We can provide clinically valid content to counteract misinfo #socpharm

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RT @: If Pinterest doesn’t address legal issues, its usefulness limited. cnt pin anyone else’s photos. http://t.co/62nxvyn1 #socpharm

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@: Agree. Plus in many cases providing good content fills unmet need #socpharm

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Agree RT @: : good content is one of pharma’s best tactics. Can provide clinically valid content to counteract misinfo #socpharm

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Me too! RT @: : T2: I’m a big fan of content marketing. Feel it’s much more authentic, less scripted #socpharm

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RT @: RT @ If Pinterest doesn’t address legal issues, usefulness ltd. cnt pin another’s photos. http://t.co/rNZxsarP #socpharm

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Agree, content mktg has potential to educate and to add value vs just sell @: : T2: Feel it’s >authentic, less scripted #socpharm

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RT @: T2 luv the idea premise is about deliver value before asking for something: opt in, sale, etc. Its essence of SM #socpharm

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T2 anyone want to disagree? #socpharm

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RT @: T2 creating value first will go along way to changing trust issue w Pharmcos. But its a long road….. #socpharm

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Hi all, Frieda Hernandez here from Siren Interactive. I was lurking until T2 which I think has greater implications for #pharma #socpharm

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RT @: : RT @: T2 creating value first will go along way to changing trust issue w Pharmcos. #socpharm

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@: we are on the same page! Deliver value, get opt in, nurture relationship over time, support therapy adherence #socpharm

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RT @: : @: we are on the same page! Deliver value, get opt in, nurture over time, support therapy adherence #socpharm

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Good segue into trust question T3 J&J’s Alex Gorsky Takes on Consumer Trust: http://t.co/OSgdwHs6 Any advice? #socpharm

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Pharma Reg can make it hard 4brands to provide good educational content; if it all has to be unbranded, slower ROI @: : #socpharm

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Agreed @: re: gd content is 1 of pharma’s best tactics…We can provide clinically valid content 2 counteract misinfo #socpharm

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@: T3: I guess Pinterest weren’t help him? #socpharm

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All the manufacturing problems – recalls & shortages – have been hurting #pharma lately. #socpharm

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So true! RT @: Pharma Reg + good educ content + if it all has to be unbranded = slower ROI @: : #socpharm

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RT @: @: @ Pinterest w/ Skimlinks might be issue-only effects pharma OTC products though http://t.co/lT4Tmjdy #socpharm

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@: LOL, in a similar vein @ reported Abbott bought negative URLs around new CEO name http://t.co/iwZxeiHV #socpharm

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Great point @ Pharma Reg makes it hard 4brands to provide good educational content; unbranded= slower ROI @: #socpharm

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RT @: re: T3 hes in a co where brand is greater than product. Has to re-establish what J&J brand stands for #socpharm

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T3: I faced possibility of etoposide shortage when prep’ing for stem cell transplant 6 months ago. terrifying #socpharm

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@: you missed our Pinterest convo on use in Pharma. Any pearls of wisdom? #socpharm

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@: @: How much does branding the content hurt credibility? #socpharm (sorry to be late!)

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Yikes! @: : @: LOL, re: @ reported Abbott bought negative URLs arnd new CEO name http://t.co/UTkNP0p7 #socpharm

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Facinating! RT @: : @ reported Abbott bought negative URLs around new CEO name http://t.co/KjCrLmrE #socpharm

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@: back to basics: acknowledge problems, take responsibility, comm. plan to correct, show progress/results #socpharm

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@: but if readers later discover brand behind unbranded content, will they feel “tricked”? best resolution 4 this? #socpharm

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RT @: : @: sounds like someone has been down this path before = org action plan. LOL. #socpharm

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@: & like @: said Pinterest could even be good for corp reputation or employee relations per @: example #socpharm

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@: Very possibly yes. I’m a big believer about transparency/authenticity #socpharm

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@: re: pinterest- looks like it requires an even more conversational, fun, + visual approach! Pharma challenge! ;-) #socpharm

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RT @ @: not necessarily ManhattanResearch data shows lg % of patients okay w/ moving fra unbrand 2 brand msg #socpharm

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LOL RT @: : @: re: pinterest- requires an even more conversational, fun, + visual approach! Pharma challenge! #socpharm

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@: @ I am OK (as a pt) w/unbranded to brand msg if I know who’s behind it #socpharm

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@: agree that you can go from unbranded to branded as long as providing value every step of the way… #socpharm

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Pharma could get braver! @ @: Pinterest =even more conversational,fun+visual approach! Pharma challenge! ;-) #socpharm

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Thanks everyone for a great discussion tonight. #SocPharm

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@ u hit the nail on the head. Transparency, value & appropriate of content along the patient journey determines trust #socpharm

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Starting in March the #socpharm chat will be moving from weekly to monthly. It will be the first Wed of the month, same time (8-9 pm ET)

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This was great – thanks to all RT @: : Thanks everyone for a great discussion tonight. #SocPharm

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Thanks for hosting Eileen! RT @: : Thanks everyone for a great discussion tonight. #SocPharm

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Hope to see you all next C3i_IncRT @: New study: The world is ready for mobile healthcare http://t.co/MzVWmJ7h via @ #hcsm #socpharm #epatient

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@: : @: interesting pt I read-much of JNJ problems due to chg in mfg responsibility from div level to corp #socpharm

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@ thank you! I really enjoyed the chat tonight #socpharm

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@: Thk u for hosting! Thks everyone I enjoyed the conversation tonight, looking forward 2 next time. #SocPharm

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Ty, sorry i joined late! RT @: : Thanks everyone for a great discussion tonight. #SocPharm

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RT @: : Thanks everyone for a great discussion tonight. #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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