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#SocPharm Tweetchat Transcript 3/10/2010

Posted by | 4:33pm on Wednesday, March 10, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Plse start w/intros & why u are interested in this topic. 3/10/2010 20:00

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I work for Siren Interactive, an agency focusing on rare disorder therapies. Soc media is esp. important for #rarediseases #socpharm

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

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Hello @ & everyone! Angela Dunn, Dir Social Media Strategy, here 2 learn about social media issues imp to #pharma comm #socpharm

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T1: @ was wondering what is a bigger barrier to #pharma social media, FDA regs or internal naysayers?What do u think? #socpharm

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Hi, I work in managed markets and believe that social media can be helpful in patient adherence and great outcomes! #socpharm

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T1: IMHO it’s the lack of FDA guidance & fear of risk that stops a lot of pharmacos from moving forward w/social media. #socpharm

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T1: I also think that social media isn’t right for every brand & not everyone should be doing a Facebook page, etc. #socpharm

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Hi. sorry im late tonight #socpharm

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@ Probably…but I’d add inability to control message and measure ROI in terms they are used to #socpharm

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whats tonights topic? #socpharm

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@ Talking about which is the bigger barrier to pharma social media, FDA regs or internal naysayers? #socpharm

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@ Glad 2 join U 2nite. IMHO it’s more abt mindset than abt tkng risks. Pharmacos use 2 take risk & play on the edge #socpharm

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@ Welcome! Do you mean that pharmacos used to take risks in the past? What’s changed? #socpharm

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@ It’s happening despite the naysayers….doseofdigital.com has a great listing that shows a surprising # of brands #socpharm

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Frieda Hernandez here bus dev, strategy professional focusing on #raredisease therapy marketing #socpharm

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@ Yes the pharma sm wiki listing is a great central resource if people haven’t seen it: http://bit.ly/dfoQYi #socpharm

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I think it’s not a matter of fear but of need to learn how to use Soc Med as a source of competitive advantage #socpharm

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@ thanks for posting the url…couldn’t find it quickly :) #socpharm

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T1 I think the #socpharm chasm will be crossed this year because a critical mass of brands just want to be there. Med/reg teams will comply

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@ Good point. Plus, if done properly, it’s a long-term commitment of some resources. #socpharm

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T2: sanofi-aventis Facebook page w/3K fans isn’t legit: http://bit.ly/c3cLaq. Looks like started in 12/2008. Why hasn’t SA acted? #socpharm

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@ Always love your insight. PMs only have so much strength to fight for sm. Consumer oriented brands seem to lead #socpharm

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T1 I think crossing the chasm means that there will be many #socpharm tactics in search of a strategy

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T2: The irony is the fake sanofi Facebook page has more fans than most real pharma Facebook pages! #socpharm

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Soc Med is abt relations more than transactions and managers usually are more interested in transactions…. #socpharm

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@ Thx, Rob! #socpharm

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LOL! very true RT @: T1 I think crossing the chasm means that there will be many #socpharm tactics in search of a strategy

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Agreed RT @: I think it’s not matter of fear but of need 2 learn how 2 use Soc Med as source of competitive advantage #socpharm

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@EileenOBrien Anyone had exp getting FB 2 delete a page that isn’t legit or group based on info about a comp that is not true? #socpharm

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@EileenOBrien Can you point us to fake sanofi page? I’m not familiar #socpharm

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@EileenOBrien Yes, but there are strong negative comments on both! #socpharm

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@odomlewis Not personally, but the terms of service clearly state you must be a company rep. #socpharm

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@EileenOBrien Oops found you link #socpharm

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@friedah03 Fake Facebook page is http://www.facebook.com/sanofiaventis0 #socpharm

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@blogaceutics Yes, they have a legit Facebook page, sanofi-aventis VOICES: http://bit.ly/cm4g4F open to comments. #socpharm

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T2: Sanofi is getting very public feedback from unhappy pts via Facebook: http://bit.ly/aQ4LmY. How best to handle? #socpharm

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I agree that it is happening, but how well? #socpharm

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are patients receptive to, interested in or engaged with Rx/Dx efforts? #socpharm

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@ Ah, the pitfalls of social media…it’s too social and easy for anyone to use :-) #socpharm

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@odomlewis I’m unsure, but assume Facebook wants to keep big brands (advertisers) happy & will work to eliminate brand jacking. #socpharm

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@jimlefevere I think it depends on the effort and the patients #socpharm

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@EileenOBrien Thorny issue. Risk of getting into legal troubles #socpharm

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@jimlefevere I think so. for ex. ePatient Dave cites reading everything to become hyper engaged…included pharma info. #socpharm

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@odomlewis Not at all! You can expand comments and read them #socpharm

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@odomlewis @ No, if you see “view feedback” upset patient comments show up. No SA response here #socpharm

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IMHO, relevance, value is key RT @: are patients receptive to, interested in or engaged with Rx/Dx efforts? #socpharm

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@ @ had a rare form of cancer. #Raredisease and cancer patients highly engaged #socpharm

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@friedah03 agree on value. I think value is the key. It’t not about the brand, the drug, the product, it’s about the patient #socpharm

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IMHO it requires an outside-in perspective versus traditional inside out. #socpharm

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@ Agreed. But doesn’t negate that others would be engaged…esp. if information is relevent to their info needs #socpharm

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T3: WebMD launched new social networking platform to connect consumers & health experts: http://bit.ly/9Kv7sB What do u think? #socpharm

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Stats on cancer patient engagement from @ http://bit.ly/bThalT #socpharm

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RT @: Stats on cancer patient engagement from @ http://bit.ly/bThalT #socpharm

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RT @: WebMD launched new social networking platform to connect consumers & health experts: http://bit.ly/9Kv7sB #socpharm

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Thnx , Dave! RT @: fwiw, believe me I wld have bn just as engaged if it had bn a common cancer. :) But yeah, U’re rt. #socpharm

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@EileenOBrien IIt seems a pretty nice initiative. Success will depend on providing a good service to patients #socpharm

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T3: Like the idea of true guidance & moderation from MDs. See too many forums w/bad medical advice. #socpharm

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RT @: @ IIt seems a pretty nice initiative. Success will depend on providing a gd service 2 patients #socpharm Yep

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@blogaceutics It’s always about adding value for the patients. @ has the funding so hopefully will do it right #socpharm

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I find interesting to check the ‘privacy policy’ terms #socpharm

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@EileenOBrien is branding relevant in Rx/Dx or is it all condition based? #socpharm

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@blogaceutics Good idea – what are they doing w/the information being shared? #socpharm

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@ Not sure I understand what you are asking Jim. #socpharm

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Is their business model based on selling information to third parties? #socpharm

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@ T3 WebMD exchange – They also have the luxury of following, learning from other’s mistakes #socpharm

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“Health Exchange will allow third-party sponsors to create branded exchanges & host discussions on specific health topics” #socpharm

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RT @: “Health Exchange will allow third-party sponsors to create branded exchanges & host discussions on specific health topics” #socpharm

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RT @: Is their business model based on selling information to third parties? #socpharm Good question

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@EileenOBrien meaning as a mkt’er do you focus on your brand msg, or provide value to the patient about the condition? #socpharm

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Tx for taking part tonight. Next Wed 3/17, #socpharm will be guest moderated by @ from Novo Nordisk so be sure to join us.

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RT @: Tx for taking part tonight. Next Wed 3/17, #socpharm will be guest moderated by @ from Novo Nordisk so be sure to join us.

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@jimlefevere depends if your the leader…all boats rise #socpharm

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@jimlefevere Typically both, provide disease/lifestyle info & share brand message #socpharm

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@EileenOBrien Thank you, Eileen, for the #socpharm convo. Have a nice evening!

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Personal plug: I’ll be doing @ webinar Fri 12:30 How NORD (@rarediseases) Raised Awareness: http://bit.ly/bFoYKE #socpharm

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@EileenOBrien Thx, Eileen, for moderating such an interesting tweetup. Have a nice evening! #socpharm

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@EileenOBrien thanks for your leadership, Eileen. #socpharm

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RT @: Personal plug: I’ll be doing @ webinar Fri 12:30 How NORD (@rarediseases) Raised Awareness: http://bit.ly/bFoYKE #socpharm

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@odomlewis @ My pleasure, thanks again for sharing your insights. #socpharm

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@jimlefevere Thanks for joining in, hope to “see” you another Wed at 8 pm est for #socpharm.

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Thanks again for your awesome moderation @ #socpharm 3/10/2010 21:02

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

Siren Interactive
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