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#SocPharm Tweetchat Transcript 2/8/2012

Posted by | 11:29pm on Wednesday, February 8, 2012

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About to start tonight’s #socpharm tweet up. Thanks to @: for inviting me!

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@: thanks for agreeing to guest moderate #socpharm tonight!

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Welcome to the biopharma marketing & social media chat — #socpharm — I’m hosting tonight — Please introduce yourself!

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Hey all… #socpharm

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#Healthcare #marketing firm from Philly. #socpharm

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We’ll assume that all tweets within #socpharm are your own and do not represent your employer or your clients (unless you say otherwise.)

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Hey all, attorney, pharmacist, entrepreneur from Philly here. #socpharm

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I have a bunch of topics that we could chat about, but thought we could kick it off with something that’s been in the news #socpharm

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Thought we’d kick this off with the news surrounding the Susan B. Komen foundation #socpharm

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@ @ @: & everyone else who enjoyed #epharma, continue convo during tweetchats Weds 8-9 pm ET at #socpharm

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Reminder: This is NOT meant to be a discussion of the allegations of “politics” – but an look at this as a social media crisis #socpharm

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@: Thanks, Eileen! Yes — #epharma folks, please join into the #socpharm chat

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There’s a great synopsis about this on Social Media Today: check it out! #socpharm http://t.co/QGchqKJS

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Some key points I took from an examination of the crisis: 1) Planned Parenthood had been actively engaging supporters before this #socpharm

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good evening, everyone on #socpharm tweet chat. Dana Webster of Avant Healthcare Mktg (opinions are my own)

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2) Planned Parenthood broke the news of the Komen decision — encouraged the sharing of info with supporters #socpharm

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@: Hey! Nice to meet you! #socpharm

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@: Hey Dana #socpharm

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3) Komen didn’t immediately respond through their channels. No response for TWO days. #socpharm

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#socpharm I think the crisis opened a pandora’s box – b4, you couldn’t say anything negative and now you can (in the open)

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Hi – Chuck from Siren here. It’s surprising to think that SBKF didn’t anticipate the magnitude of the backlash. #SocPharm

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4) Detractors used a post on Komen’s FB page that predated the news as a place to comment and express their anger. #socpharm

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@: Nice to meet you as well! I have big shoes to fill for next week’s chat #socpharm

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@: Good evening from Indy! #socpharm

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#socpharm Checking out the twitter chat.

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Tx for sharing that summary @: . But Komen has a huge social following too but their inconsistent message hurt them. #socpharm

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6) Overall Komen messaging was defensive and inconsistent throughout. #socpharm

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What do you guys think? #socpharm

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@: Agree, Eileen. I think their tardiness and lack of clear messaging was damaging #socpharm

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Re Komen, all good points by @: . Plus easier to rally ppl when you’re against something vs defending a decision/action #socpharm

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@: AND they were not fast off the mark. That really hurt them. #socpharm

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To me, the SBKF challenge could have been avoided with some simple PR war gaming. #socpharm

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@: Messaging contributes towards a brand. But people have short online memories. Will msg be forgotten by next wk? #socpharm

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PP prez credited Twitter & FB w/bringing message to mass media & helping to push Komen to change course: http://t.co/cNgVprWU #socpharm

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@: I think you raise an interesting thought — prior to this supporters didn’t think Komen could do anything wrong #socpharm

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As a cancer survivor & participant in #bcsm tweet chat, I was amazed to see how advocates rallied together #socpharm

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@: agree. Don’t think they prepared for backlash, but I also don’t think they had support in place to respond/engage #socpharm

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To me, it shows that SBKF wasn’t engaged enough w/their audience, a big social media failure #socpharm

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@: Tell us more about that experience with the rally #socpharm

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@: advocates like @ & @ have vast personal networks that spread the word/voiced a collective opinion #socpharm

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@: Interesting that at height of crisis, estimates that PP’s messages on FB at height reached 2.9 million, SBKF 56,680 #socpharm

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#Healthcare is too much of a powder keg topic right now in general. It is so easy to find even the smallest pieces of information. #socpharm

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@: Not exactly, I heard several cancer bloggers express doubt about Komen B4. This was just the icing on the cake 4. #socpharm

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With anything, you can fight, ride it out or fold. Best to decide what you’re prepared to do up front #socpharm

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@: The prep that any organization should have — they should know how to reach people who can help spread messages #socpharm

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@: I agree. SBKF has had many missteps over past few yrs including suing other advocacy grps to TM “for the cure’ #socpharm

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@: Agree. If their antennae had been better, they might have known it was gong to be a disaster. #socpharm

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Gr8 article from Dell employee: Komen silver lining is listen & learn from sm audience in future http://t.co/oC7RARFz #socpharm

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@: #socpharm which would’ve been exposed with PR war gaming. PR and social must be closely tied (Social is more PR than mktg)

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@: Exactly! @ has a new site that shows the #bcsm tweet chat (and #socpharm) is one of most active for health issues

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@: their trademark suits were the game changer for me in terms of my impressions of the org. #socpharm

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RT @: : @: Exactly! @ has a new site that shows the #bcsm tweet chat (and #socpharm) is one of most active for …

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@: they also failed to address/understand the pink backlash. Terms like “pinktastic” “craptastic” hurt their credibility #socpharm

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@: gr8 share, Eileen. And Dell should know. Their crisis gave rise to their GR8 listening/service model #socpharm

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@: @: Mine as well. As a 2 time lymphoma survivor, it’s hard to see focus shift from advocacy #socpharm

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Any advice for immediate next steps for SBKF to salvage what they can & move forward? #SocPharm

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@: I would recommend searching #bcsm The commentary the past two days has been really interesting #socpharm

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Question for folks — what should SBKF (or any org.) do going forward to prevent a repeat performance??? #socpharm

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hi guys, just popped in. As a supporter of komen, I’ve gotten in2 it w them b4 ovr poorly executed campaigns. (more) #socpharm

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RT @: : Any advice for immediate next steps for SBKF to salvage what they can & move forward? #SocPharm

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For advice, they need positive buzz, but it can’t seem like they are pandering. #socpharm

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Hey Dana. Great to hear you. Do you think that companies will shy from PP after seeing what happened? They could never stop. #socpharm

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(cont) while different, it’s similar b/c they don’t understand the responsibilities expected in a world of #sm & 1to1 mktg tools #socpharm

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@: SBKF needs to make-up w/vocal advocates in breast cancer. Admit they goofed/bring advocates in as consultants #socpharm

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@: Do you have specifics? #socpharm

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@: I didn’t even know there was a #bcsm chat. Can you share link to @‘s site? Is it Symplur? #socpharm

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#socpharm They could get big name star power supporters to tweet /blog about all of the good work they do

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Increase funding for research substantially @: : what should SBKF do going forward? #socpharm

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RT @: : Increase funding for research substantially @: : what should SBKF do going forward? #socpharm

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@ IMHO if individual grants were denied or Komen chapters made funding decisions re PP that would’ve been accepted. #socpharm

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@: #bcsm is Mon at 9pm ET. Yes, it’s Symplur. Here’s the link to their health tweetchat calendar http://t.co/vRhc5ZJs #socpharm

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#socpharm Bonus points if that person is also a known PP supporter

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@: This post by @ on what Komen could have done better is excellent http://t.co/z5T7j4ug #socpharm

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@: I agree that acknowledging their mistake would be a good first step along with recapping some of their major successes. #SocPharm

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@: Thanks @, if you are out there, jump in!!! #socpharm

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@: Perhaps they could pull vocal advocates/foes in for a summit, broadcast/blog/tweet & LISTEN to what supporters want #socpharm

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@: when employing 1to1 mktg, you (via the tools) must tune the pathway based on the response & {repeat}. (more) #socpharm

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@: Tx for sharing. Looks like the Yoplait sm team knew how to engage w/their community. #socpharm

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@: First Komen must decide what they really stand for. The right PR remedy will stem from that. #socpharm

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RT @: : @: First Komen must decide what they really stand for. The right PR remedy will stem from that. #socpharm

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@: (cont) you must test messaging 4appropriateness &relevance. not doing so comes off as a lack of caring or disconnected #socpharm

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@: gr8 idea. Say we heard your frustration, we want to learn more, let’s engage in dialogue & take action as result. #socpharm

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RT @: : @: First Komen must decide what they really stand for. The right PR remedy will stem from that. #socpharm

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SBKF shud go back 2 their roots MT @: @: First Komen must decide what they really stand for #socpharm

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@: Exactly! Hold a summit, broadcast over many channels, listen and dialogue #socpharm

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@: So they wanted to use sm as a push medium & not engage? #socpharm

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@: @: #socpharm great insight – they need to redefine (or define) their mission

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@: Excellent. Thnking ’bout Dell & this reminds me of the need for listening/command center to track conv. & shape messages #socpharm

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I think the Komen brand has taken a real dent on its credibility, string of bad decisions, not enough $ into research #socpharm

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Brands must remember: social media only amplifies who you really are. If you’re in it 4 the spin, you don’t get it #socpharm

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@: But they’d actually have to be open to doing something with that feedback… And that’s scary for most companies. #socpharm

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RT @: : @: But they’d actually have to be open to doing something w/feedback…that’s scary for most companies. #socpharm

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@: if not doing this, it’s a failure & ppl r upset or worse, walk away. depends on how ‘invested’ they r in brand/cause. #socpharm

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RT @: : I think Komen brand has taken a real dent on its credibility, string of bad decisions, not enough $ into research #socpharm

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@: Good evening, Sally! #socpharm

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“@CarolSchiller: :Brands must remember:social media only amplifies who you really are….#socpharm” so true!

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arg! finally made it to #socpharm – darn trains! catching up on all the tweet chat goodness

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@: take that kind of failure with detached understanding of followers, add #sm & boom- 1 failed event amplifies into… #socpharm

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@: Hey Sally…I agree… #socpharm

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@: yo Dana! Glad to find another fan of #bcsm and @ @ work #socpharm

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@: Good point – but diving in & really changing/improving will be a critical deciding factor for many. #SocPharm

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Just checking in..been a long day so catching up. Wow you guys are smart ! #socpharm

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I’m a BIG fan! RT @: : @: yo Dana! Glad to find another fan of #bcsm & @ @ work #socpharm

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This brings me to topic #2 which is key to all of this — building a command center to track conversations and shape messages #socpharm

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@: I believe they r a classic case of a brand not enaged/responsive to the data captured by the tools they use #socpharm

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@: Agree, have you seen Dell’s or Coke’s or the NFL command center. But it takes a lot of money Marc #2 #socpharm

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@: @: Shame that now they have to spend a bunch of $$ fixing a self-inflicted wound instead of on research. #socpharm

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Lots of examples out there in CPG space (Gatorade, for one http://t.co/UhuFrV3L) What’s possible in pharmaland? #socpharm

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@: hey you! nice to see you here. #socpharm is a great chat – thanks to @: and her fab moderators

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Yes! RT @: Brands must remember: social media only amplifies who u really r. If ur in it 4 the spin, u don’t get it #socpharm

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@: <3 idea of a command center. struggle with how to get pharma to see value. think CPGs would go for it in a heartbeat. #socpharm

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@: Hey there..Yeah I am just catching up on emails and saw a note from Monseau… in the 650 un read emails #socpharm

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And do you brilliant folks have of such centers in the pharma space? T2 #socpharm

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@: the most we did at AZ was to aggregate our corporate SM channels on one page of the website and stream the feeds. #socpharm T2

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RT @: : @: Love idea of a command center. struggle with how to get pharma to see value #socpharm

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@: Cant even get Pharma folsk to take lisetneing and monitoring seriously – would love to know if anyone has one #socpharm

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@: the soc med “curator” was the last thing I did before I left AZ – and IMO the biggest value add. T2 #socpharm

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Agree with @: , @: — SM is about demonstrating consistent BEHAVIORS not telling people about WHO you are #socpharm.

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@: seems to be the same in most places I have visited #socpharm

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@: I hope that made sense #socpharm

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RT @: : @: Agree, have you seen Dell’s or Coke’s or the NFL command center. But it takes a lot of money Marc #2 #socpharm

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Effect command centers require a pathway to content creation and distribution as well as 24-7 monitoring #socpharm

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Effect command centers require a pathway to content creation and distribution as well as 24-7 monitoring #socpharm

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Previous tweet should say “effective” not “effect” heh. #socpharm

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@: @: Some brands mistake a $$ command ctr for the real work of using insights to influence strategy. #socpharm

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@: same tru 4 1to1 marketing, xcept while event failures r individual, no less costly due2 directed amplification #socpharm

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how would you selll a client or the C-Suite in pharma on the command center approach? #socpharm

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@: Well until marketing and Comms can justify cost, major issue. Corporate Finance folks do not see value #socpharm

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@: AND the dreaded “AE” rears it’s ugly head…if we monitor we may hear tings we dont want to #socpharm

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RT @: I think the Komen brand has taken a real dent on its credibility,string of bad decisions,not enough $ into research #socpharm

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@: Exactly. Monitoring is just step 1. It’s what you do with it that counts. #socpharm

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@: Agree. Data gathered has to be tied into strategy — message shaping, content creation/distribution, outreach #socpharm

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@: Completely. I like to say “pure data is pure torture” – tell me what recommendations you have from the data. #socpharm

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@: I don’t think the AE thing should detract. If companies are REALLY about health, we should be seeking AEs #socpharm

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@: how many of those AEs are reportable?if they are,follow process.we need to move clients off AE fear IMO #socpharm @:

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You have to see what IBM and Watson are doing with Big data. Spent the day with them this week…AWESOMENESS… #socpharm

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Pharma has seemed disinterested in really knowing what customers (HCPs & pts) are really saying about their brands via soc media #socpharm

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@: I agree about AE and reporting, but I hear over and over 2 things 1. no resources and 2,. what if #socpharm

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@: Individual mistakes are easily forgiven. Confusing ppl about what you stand for is much harder to recover. #socpharm

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cont. seeking reported experiences of our products to understand the impact they are having #socpharm

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@: I think 1st thng is 2 mk sure they understand what it does, what cn b measured & 2days expected resultant pathways #socpharm

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@: I don’t know if they are disinterested as much as they are afraid/unsure if they are resourced to stay compliant #socpharm

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@: I don’t think the AE thing should detract. If companies are REALLY about health, we should be seeking AEs #socpharm

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RT @: : @: Exactly. Monitoring is just step 1. It’s what you do with it that counts. #socpharm

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@: Sounds VERY cool. Do tell more… #socpharm

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@: totally agree with the afraid/unsure…but also resrouce issues most folks have 1 person doing 10 things already #socpharm

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@: In my experience, smaller brands & companies are interested in sm insights – cost effective way to get market research. #socpharm

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@: when are you sharing the Watson/IBM info? you need to blog man! or FB it. or tweet it. or… ;-) #socpharm

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@: some ppl I have spoken w/have completely dismissed it, esp because of AEs. Disclosure: small sample size #socpharm

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Yes, b/c #sm users have expectations. @: : @: Exactly. Monitoring just step 1. It’s what u do w it th@ counts. #socpharm

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MT @: @: @: SM: demonstrating consistent BEHAVIORS not telling people about WHO u r #socpharm

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Other challenge with pharma – how do you change product profile quickly based on SM feedback? MT @: @: #socpharm

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@: true. but there’s a call center devoted to AE reports. it’s more fear than reality. biggest hurdle I cleared at AZ #socpharm

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@: @: Use the Komen fiasco. Lay out real cost to them in $$. Demo cost/benefit for ur org in that context. #socpharm

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@: I have to say, it was awesome…so this is what started it all for IBM http://t.co/FjxFTkEU #socpharm

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@: I worked w/really passionate brand mgrs. who were interested but afraid. deer in headlights. #socpharm

” target=”_blank”>MarianCutlerSpot on // RT @:
Komen brand has taken dent on its credibility, string of bad decisions, not enough $ into research #socpharm

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@: Blog needs time…a precious commodity for me at the moment – ask Monseau ;O) #socpharm

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@: I think corporate culture has a lot to do w/it. Saw it in the field as a rep, too #socpharm

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Time is up! Thanks so much to @: for guest moderating a gre8 #socpharm chat. See u next week

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@: ha! don;t I know it re: blog (just have to look in the mirror on that one) cc: @: #socpharm

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Yep. RT @: : @: smaller companies are interested in sm insights – cost effective way to get market research. #socpharm

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Pharma has 50 year old processes and 80 year old laws… change of behavior and processes is slow…Social has 5 year old process #socpharm

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@: @: a skillset already supposedly learned w 1to1 marketing tactics; evolved for #sm domain. #socpharm

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RT @: : Agree with @: ,- SM is about demonstrating consistent BEHAVIORS not telling people about WHO you are #socpharm.

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At the end of the day, I think it will take a crisis to convince the need for command centers in pharm #socpharm

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@: Yes, but how can you get the call center person to connect to social process… #socpharm

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I’ll post link to transcript tomorrow. Thanks again @: & hope you can all join us on another #socpharm chat

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@: did you blog about that? I’d love to read more about your experience overcoming AE fears. Link please! #socpharm

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Do folks remember the Sanofi Facebook debacle – that was a crisi, Sanofi came out stronger and adapted, but only just/slightly #socpharm

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Thanks everyone! Had a great time. I hope you all enjoyed it and got something out of the conversation! TTYL #socpharm

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@: you know I never did. it was a bit closed door when I was there. could do now though. #socpharm

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@: Tahanks Marc..sorry I was late. Looks like I missed a cool sesison…have a good night Y’all #socpharm

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@: @: yes the benefits of the medium should outweigh the monitoring fear 4 AE’s. Just do it. Some pharma’s r. #socpharm

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I’m jealous @: : You have 2c what IBM and Watson r doing w Big data. Spent the day with them this week…AWESOMENESS… #socpharm

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@: @: Thanks for this chat. So glad I could finally make it. Great discussion. #socpharm

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@: I’ll try and get a piece done on it…IBM is really visionary about all this. Predicting watson to be a $6B business #socpharm

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@: @: I have heard of at least 1 company that supplemented w outsource monitoring co 2 solve that problem #socpharm

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@: Thanks for sharing your insights! #socpharm

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@: I know of a few who outsource monitoring offshore….but its very news focused not SM Listening and Monitoring #socpharm

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@: outside monitoring co makes totalk sense. may be hard to sell in this economic enviro thoughts @: ? #socpharm

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@: Glad you could join in! #socpharm Have a good one!

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Thanks everyone…have to go back to emails and work…had a great time…carry on ! #socpharm

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@: @: @: glad I was able to stop by 2night. Hope to talk to everyone in #socpharm again soon!

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@: Pleasure to meet you! Hope you’ll be part of the conversation again next week. #socpharm

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Very true my friend. RT @: : same mistake w many individuals=many mistakes. “I’m sorry” only good til next failed msg. #socpharm

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//t.co/G8B57c1o MT @: #crisispr #socpharm

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Interesting chat tonight via @ @: : Komen Foundation: what worked, what didn’t 8pm #socpharm chat #epharma

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ALMOST FORGOT — Social Media Week is next week AND there is a health & wellness track. Please join us! http://t.co/b8dQBv6T #socpharm

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@: thx. You too. While it’s been a while I hope to stop by more frequently, content of #socpharm chat always fresh and relevant.

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Part of SM Week I’m helping with a session to “crowdsource” a response to FDA draft doc that came out in Dec. #socpharm http://t.co/iaUk3qNs

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@ Thanks for joining us, Glen! #socpharm

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@: @: Pretty good post of IBM Watson and Healthcare: http://t.co/pCuRpiY8 #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.

View other posts from Eileen

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