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#SocPharm Tweetchat Transcript 4/13/2011

Posted by | 10:28pm on Wednesday, April 13, 2011

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Welcome to the pharma/biotech marketing & social media chat (#socpharm). Plse introduce yourself & say why you are interested in this topic.

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Thrilled to have @ guest moderating #socpharm tonight – I’m sure she has some good topics for us!

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Hi, I’m Joyce Ercolino, I work in digital strategy for a global biopharm. What about you? Who’s joining tonight, and welcome! #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). #socpharm

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I’m Eileen, work at Siren Interactive where we work w/ #raredisease therapies. Fascinated by social media & health. #socpharm

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Hi all–I’m Krista & I work in alumni comms at Temple Med School. #socpharm

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T1 #PatientsLikeMe® study, indicates better seizure understanding and improved adherence are key benefits of using the site. #socpharm

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T1 link http://mwne.ws/g3ww71. Last year Inspire study found patients also got health benefits from their site use #socpharm

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T1 Amazing that 27% said improved adherence to treatment as a result of joining the PatientsLikeMe epilepsy community #socpharm

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The power of community. 55% indicate a better understanding of their seizures, 1 in 4 report improved adherence to treatment. #socpharm

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T1 Shows supportive community online helps positive behavior change. Just like in person community i.e. Weight Watchers & AA #socpharm

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T1 Seems to reinforce the value of patient communities for disease awareness. Something @ brought up in a recent post. #socpharm

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Powerful findings. How community can help fill patients unmet needs to share and learn, increase connections. #socpharm

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T1 Wonder if doctors will start prescribing online support communities. I know @ refers pts to appropriate sites. #socpharm

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T1 A good case for pharma to work with patient communities/online patient resources. Trusted source for info. #socpharm

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Take two social communities and call me in the morning…I think this is a great idea to help patients reach out and connect. #socpharm

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@: Yes, I refer pts to appropriate online community sites. #socpharm

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@ Wonder if/when pharmas will start directing pts. to support communities #socpharm

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@ I prescribe good #mhealth apps too! #socpharm

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Sense hesitation amongst pharmas to direct patients to specific, non pharma-owned online communities, which is unfortunate. #socpharm

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RT @: T1 Wonder if doctors will start prescribing online support communities. Absolutely… all pts leave with links #socpharm

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T1 Hi EndoGoddess, glad to have you join. Are patients taking your advice and what do they tell you in return? #socpharm

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@ Hi! We’re talking abt results from Patient Like Me study shows increased awareness/adherence http://mwne.ws/g3ww71 #socpharm

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Generally give them list of google terms, occass apps, links to sites for content, community, etc #socpharm

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@ RT @: T1 Are patients taking your advice and what do they tell you in return? #socpharm

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that’s awesome RT @: Generally give them list of google terms, apps, links to sites for content, community, etc #socpharm

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@ That’s great! Do you get feedback that the patients use them? #socpharm

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@ @ @ Mny patients appreciate the links, etc… some choose to use it, mny do not yet understand #socpharm

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@ Of course you do :) #socpharm

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T1 Patients visit the doctor, get an Rx, Links and a mobile app. @ @. Are they open to these new resources? #socpharm

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@ Yes… certainly not majority in my demographic, but usage improving. #socpharm

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RT @: I love Patients Like Me…Ben Heywood is an inspirational forward thinker in a time of tragedy. #socpharm

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@ I love to hear that! Especially w/chronic diseases the online support can be very powerful. #socpharm

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@ here from novo nordisk. Good to be back now that my semester is over. #socpharm

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T2 Not only is HCPs mobile use growing, now 3 in 10 access briefing info on mobile platforms, while 7 in 10 still use desktops. #socpharm

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This page is just the beginning… developers are planning a neat place on my site for lists, etc. http://goo.gl/STTzK #socpharm

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@ i agree #socpharm

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Hi @! Glad you could join. What’s Novo doing with mobile for docs? #socpharm

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@: @ @ Pts ask me what kind of lotion to use…recommending best websites just feels natural. #socpharm

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@ Thanks for sharing this link: http://goo.gl/STTzK What a smart idea. #socpharm

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T1: This makes sense as all most real change in people occur in communities for support and accountability reasons. #socpharm

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T2 @ How much are you using mobile to stay briefed on a daily basis? http://bit.ly/dYwP1i #socpharm #hcsm #epharma

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RT @: @: @ @ recommending best websites just feels natural…. for us.. hopefully others follow #socpharm

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T1: Pharma will probably stay away from recommendation given liability risks & particularly if this is seen as giving med advice. #socpharm

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@ @ Since you two are trendsetters – what mobile apps do you regularly use in your daily practice? #socpharm

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T1: That said, I could see payors getting into this recommending and esp if they originate or endorse the community. #socpharm

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3-4h RT @: T2 @ How much are you using mobile to stay briefed on a daily basis? http://bit.ly/dYwP1i #socpharm #hcsm #epharma

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@ from QuantiaMD leading mobile & online physician community #socpharm

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T1 @ What do you look in a website to make it valuable to you or your patients? How can web content provide the best value? #socpharm

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@, its more like what r docs doing n mobile, as mobile is more what the customer does than what marketers do as whatever… #socpharm

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@ @ 3-4 mobile references per day. Are you finding good content as well as good mobile formatted delivery? #socpharm

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@ @ I’d like to see pharma act as content curators (w/appropriate legalese) to direct patients to gr8 resources. #socpharm

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@ yikes…. I use mobile on a daily basis. iPad always with me to show ppl links and to browse UptoDate, epocrates, etc #socpharm

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@ …content customers access on their mobile devices is mobile, from my websites, to my email to my apps, yes? :-) #socpharm

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@ I like my site bcause it simply provides you with useful info, no games, no sales pitch… just a doc looking to educate #socpharm

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@ Totally agree that the mobile user is in the driver’s seat. iPad definitely makes it easier to access content @ #socpharm

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To build on ? started by @ to @ @ – what needs do you have from a mobile app that aren’t met today? #socpharm

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@ @ @ @ A LOT :-) #socpharm

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@ thats a $250 lunch question… LOL. #socpharm

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T2 mobile continued…How many cos are using mobile actually have company guidelines around mobile usage? Any experience here? #socpharm

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@ revolves around integration, learning, teaching 4 patients, 4 docs, 4 access … 4 research, trials, etc.. so much #socpharm

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@ For an orthopedic surgeon you are a cheap date LOL :) #socpharm

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RT @: @ @ @ best references are recommended by my online community. I access via mobile devices. #socpharm

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Hi #socpharm. Late and lurking…

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@ Agree on pharma content curator point to help direct patients to gr8 resources! #socpharm

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RT @: This page is just the beginning… developers are planning a neat place on my site for lists, etc. http://goo.gl/STTzK #socpharm

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@ Thats a huge issue. So mny cos rush to establish online presence, yet have no structure or guidance behind it. No msg,etc #socpharm

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What he said :) RT @ Hi #socpharm. Late and lurking…

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any pharmas doing this well right now? RT @: @ Agree on pharma content curator to direct pts to gr8 resources #socpharm

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@ Content should be integrated and consistent across channels, definitely. #socpharm

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@ So many companies are still working on social media guidance, haven’t even thought of mobile yet! #socpharm

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T2: Clarify. Why would mobile use be distinctive from any type of online use? I think I might b misunderstanding the question. #socpharm

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@ When we engage cos/hosp/docs I put myself in their shoes… and start there. What resources r avail, what goals, … #socpharm

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T2: Despite the fact that Smartphone & Tablets are a standard with HCPs today; standards across pharma cos is hit & miss for promo #socpharm

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@ @ I’m making a new app perfect for patient doc communication AND motivation for good habits…stay tuned! #socpharm

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@ mobile is online use ::-) No ? #socpharm

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Spitz here from Ignite, a bit late… Building for mobile is qualitatively different because you have much less real estate #socpharm

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Simply fitting in the requisite Safety Information and Indication Statements can be very tricky #socpharm

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@ true… rules, stds, etc as well as legal depts all get in the way :-( #socpharm

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RT @ @ Thanks for sharing this link: http://goo.gl/STTzK What a smart idea. #socpharm #terrificresource

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hope to god mobile receives quicker adoption RT @: @ So many cos. are still working on social media guidance… #socpharm

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Branded content for mobile is still very much a work-in-progress, with no set standards I believe #socpharm

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@ Great question about unmet mobile needs for doctors. Any takers on this one? #socpharm

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@ BMS sponsored this one: http://bit.ly/gNHIAJ #socpharm

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@ @ @ look fwd to it… this should b a fun and crowded space soon…. gd luck #socpharm

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@ I just read that Takeda + ADA, I think are creating curated resource site for diabetics .. anyone heard about this? #socpharm

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@ ? #socpharm

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T2: Having a front seat on HCP use of mobile AND the web; I can see different patterns and different missions #socpharm

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@ Tell us more about Takeda & ADA #socpharm

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Will do! RT @: I’m making new app perfect for pt doc communication AND motivation for good habits…stay tuned! #socpharm

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Oops #socpharm RT @ @ agree w space issue. Need a modern day version of adequate provision.

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Use of mobile as HCP-focused DIAGNOSTIC TOOLS is also very, very tricky, especially for point of care tools #socpharm

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T2 @ http://bit.ly/dYwP1i research spotlights diffs in mobile-device use between practitioners in med specialties. #socpharm

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@ and we are soooo early, doubt clear trends emerge for a while… but it’s fun to play with apps. #socpharm

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Another HCP mobile issue is that everyone’s getting on the bandwagon, pharma being last in line it seems #socpharm

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Hospitals, medical device manufacturers, EHR distributors, even medical schools are creating mhealth apps #socpharm

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When pharma steps in the branded vs unbranded angle becomes central #socpharm

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@ apps enhance or facilitate my workflow will *win*… Also those that aid me in teaching patients beyond office #socpharm

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T2 mobile If companies would simply start by making all their websites mobile-ready, that’s an easy and quick win. Then apps. #socpharm

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And if you go branded in mobile, then you’re really in uncharted territory far as Safety Info goes #socpharm

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good pt RT @: Another HCP mobile issue is that everyone’s getting on the bandwagon, pharma being last in line #socpharm

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Great point @! Mobile-friendly or mobile-optimized websites is the bridge! #socpharm

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Building an app is NOT necessarily the optimal strategic play for pharma, especially with branded content #socpharm

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But mobile-optimization is as much art as science at this point, too #socpharm

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T2 Lots of good mobile conversation!, but time for T3…can we Twalk! #socpharm

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@ @ I agree mobile is a subset of online. I question why diff. g-lines are needed. #socpharm

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yes-vdef not enough focus on mobile search RT @: If cos. wld simply start by making all their sites mobile-ready..then apps. #socpharm

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T2: HCPs are holding smartphones & Tablets in their hands; understanding the why is key to serving their needs (e.g. eMR) #socpharm

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Not different guidelines, @, but different best practices for handling ISI and other issues #socpharm

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HOW we access information often influences WHAT we access, as a recent studied revealed Google is affecting Dx #socpharm

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Found it: Takeda + AACE to create curated Type 2 resource tool http://cot.ag/frMWk6 #socpharm

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T2: I think there are greater opps in partnering w present properties than n building redundant new stuff in mobile & app spaces. #socpharm

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T3 manageflitter, buffer, twoolr, tweriod, twilert. What are some of your favorite Twitter tools? http://bit.ly/dI61C2 #socpharm, #hcsm

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@ @ I agree about best practices. Someone earlier alluded to g-lines. #socpharm

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RT @: lurking. This page is just the beginning.. developers are planning a neat place on my site 4 lists http://goo.gl/STTzK #socpharm

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True, @, but ultimately pharma wants to tie the content back to a branded conversation, no? #socpharm

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@ Would love to talk/I’m curious to learn about real problems to solve for. Mobile – such an exciting/underutilized channel. #socpharm

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Nice! RT @: Found it: Takeda + AACE to create curated Type 2 resource tool http://cot.ag/frMWk6 #socpharm

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RT @: I think there are grtr opps in partnering w present properties than bldg redundant new stuff in mobile, app spaces. #socpharm

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And who knows the molecule better than the pharma who R&D’d and got it approved? Pharma has a place in the POC conversation #socpharm

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RT @: RT @: T1 Wonder if doctors will start prescribing online support communities. Absolutely… all pts leave with links #socpharm

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@ @ Ultimately, yes, but every journey starts with a first step. :-) #socpharm

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@ What are your favorite Twitter tools? Let’s hear it from the twitterati. #socpharm

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I was surprised at the Feb ’11 MobiLens, which said 38% used mobile browser and 36% used apps. Big spike for apps. #socpharm

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@ I haven’t heard of half of these tools! I live by Tweetdeck on laptop & phone. #socpharm

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Trick is finding ways to combine authoritative clinical information with actionable Rx recommendations at the point of care #socpharm

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@ Fair but partnering builds content reach to relevant audiences faster than building from scratch. #socpharm

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still working the bugs out of my HootSuite config myself #socpharm

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@ Totally agree! But what kinds of incentives exists for third-parties to partner with pharma? #socpharm

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Love it! RT @: @ Last year on e-patients.net @ MD posted “No social network Rx? Malpractice!” #socpharm

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@ Disagree – branded convo not always best objective 4 pharma. Given reg climate, #socpharm will naturally go unbranded IMO.

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Pharma partnering on mobile will become more complex as the FDA starts to scrutinize and eventually “approve” mobile apps #socpharm

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@ Trying to find something new for u!…there’s an app for that :^) I use Tweetdeck too…more time for Hootsuite #socpharm

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@ Unbranded conversations are optimal, but one way or another the “rubber must hit the road” for branded messaging #socpharm

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RT @: Pharma partnering on mobile will become more complex as the FDA starts to scrutinize and “approve” mobile apps #socpharm

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@ These tools are pretty cool, I’ll be investigating! Tx for sharing http://bit.ly/dI61C2 #socpharm

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Besides, there’re already THOUSANDS of mhealth apps tackling virtually every disease state and specialty, and it’s only the start! #socpharm

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Yes! RT @: there are greater opps in partnering w present properties than building redundant new stuff in mobile. #socpharm

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RT @: @ Disagree – branded convo not always best objective 4 pharma. Given reg climate, #socpharm will naturally …

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@ wld b more than happy to chat via skype hjluks #socpharm

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HootSuite, TweetChat, TwitterSearch, TwitPic, are my fav Twitter Tools. #socpharm

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1+ Yes! RT @: there are greater opps in partnering w present properties than building redundant new stuff in mobile. #socpharm

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Jacqueline Thong here. Sorry – joining at the tail end – too bad I’ve missed some great discussion! #socpharm

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Did you see the HootSuite Halloween Parody with Angry Birds? Funny! #socpharm

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@ Sometimes #pharma sees app while FDA sees #meddevice #socpharm

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Thanks @: HootSuite, TweetChat, TwitterSearch, TwitPic, are my fav Twitter Tools. What for best metrics?? #socpharm

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Can you find us a link? RT @: Did you see the HootSuite Halloween Parody with Angry Birds? Funny! #socpharm

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@ The boundary between “medical device,” “mhealth app,” and “diagnostic tool” is increasingly confusing #socpharm

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@ It’s never too late to jump in! Welcome. #socpharm

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@ @ has some very cool tools.. which are very expensive! #socpharm

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True! RT @: @ Sometimes #pharma sees app while FDA sees #meddevice #socpharm

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Wow, busy chat tonight, thanks all for joining in. Any last topics from the crowd? #socpharm

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@ hey Lea… finding u everywhere lately :-) #socpharm

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But if pharma partners with existing properties, what would pharma seek out of the partnerships? #socpharm

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@ @ All the usual suspects. You know who Kaiser Sulze is? :-) #socpharm

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I meant April Fools — here’s the HootSuite “Angry Birds” parody: http://bit.ly/hNar2G #socpharm

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Know quality sites to be included in the tool we are putting on my site? Pls pls ping me via howardluksmd.com I want to know! thx #socpharm

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@ Thanks for doing a great job moderating tonight! And on April 27 @ will be our guest moderator. #socpharm

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@ Relevant content & audience reach & frequency and good brand association chiefly. #socpharm

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@ Yes, he’s everywhere and nowhere, just like current opportunities for branded mhealth apps! :-) #socpharm

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RT @: branded convo not always best objective 4 pharma. Given reg climate, #socpharm will naturally go unbranded IMO.

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RT @: Yes! RT @: there are greater opps in partnering w present properties than building redundant new stuff in mobile. #socpharm

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Thanks for hosting @! #socpharm

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@ @ thanks for allowing me to participate… gr8 grp #socpharm

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@ My pleasure. I need to check out all of the links and follow back on all the good convos! Thanks everyone! #socpharm

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@ You are more than welcome any Wednesday evening. We love when docs & patients join in w/ their perspectives. #socpharm

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Night all! Be well. #socpharm

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@ Great chatting with you! #socpharm

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@ Night and same to you! #socpharm

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Agreed! RT @: @ U r more than welcome any

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RT @: Drs, do u give pts a list of soc media resources? @ does: http://goo.gl/STTzK. I have this: http://j.mp/gIT6M1 #socpharm

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Medical device manufacturers too sales driven ? http://t.co/YbkG2Vp #socpharm #medevices

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@ Reach + credibility. Ex: Roche added a layer into Glucose Buddy app that supports use of Accu-Check. #socpharm

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@ @ pharma banner ad branding heavily & they’re working-> http://bit.ly/fu4X7V So ads in many diff. mobile apps? #socpharm

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Thanks @ and @ for moderating #socpharm

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@ Great to have you back! Have a good rest of week. #socpharm

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@ :-) #socpharm

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Thanks @ & @ for #socpharm tonight

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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