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#SocPharm Tweetchat Transcript 3/16/2011

Posted by | 11:11pm on Wednesday, March 16, 2011

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Hello #socpharm! It’s time to talk pharma/biotech marketing & social media. Please say hello & introduce yourself.

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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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Ciaran’s here – a mom and a blogger – put not for compensation! #socpharm

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@ Hi Ciaran! Wonder if everyone else is exhausted from #SXSWh to join #socpharm chat tonight :)

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Could be – twitter was on fire the last few days. #socpharm

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T1 ingreasingly pharma companies using celebrities, here Sanofi pulls in NBA: http://bit.ly/i9Et5R Does it make a difference? #socpharm

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Q1 If celebrities are doing the work pro bono I think it can be v effective to get attention around a cause, but what abt a brand? #socpharm

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@ T1 Agree if celeb working pro bono for a cause – it offers yet another layer and “validation” of the condition #socpharm

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celebrities can be effective if it is done right. In research Sally Field tested really well for Boniva #socpharm

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Especially around vaccines which have had celebrities said the opposite. #socpharm

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@ Hi Rich! Well, with Sally Field: they like her, they really really like her :) #socpharm

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@ yeah exactly she is likeable #socpharm

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My only fear with an NBA player (or any celebrity) would be the possibility of bad behavior. #socpharm

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Howie Mandell for AHDA – again, if they have condition it can be powerful. LOL @ re Sally Field #socpharm

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@ Good point, if you have someone who can represent the disease, like Michael J. Fox, & bring attention to it. #socpharm

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@ That is distinct problem look what happened to AFLAC because of Gilbert Godfriend comments #socpharm

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Also look what happened to Chysler when you have agency do your social media #socpharm

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Thank God Charlie Sheen wasn’t promoting any conditions… #socpharm

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@ Ahh but he is he is an example of how mental illness is misunderstood #socpharm

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Brand can be badly represented by anyone, not just celebrity (altho usually makes headlines) ie Chrysler http://bit.ly/h2s4KT #socpharm

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@ My thought exactly!!! #socpharm

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Should the agency woman who made Chrysler error have been fired? Agency fired? #socpharm

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@ re: Ahh but he is he is an example of how mental illness is misunderstood – Indeed, indeed #socpharm

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@ Yes the person was fired there is no excuse for dropping the F bomb #socpharm

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@ yes mental illness is misunderstood #socpharm

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@ Yes def should have been fired – she has great responsibility to the company she represents – not just the f bomb #socpharm

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@ @ An agency should not be the voice of your brand via social media #socpharm

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@ What about in collaboration with the company? #socpharm

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@ I believe people want to talk to the brand not someone who works for their agency #socpharm

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@ Plus Facebook allows you to put a face on who you are talking to #socpharm

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@ Yes, but we’re not always “talking” back & forth at this point :) #socpharm

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What does everyone think of Vertex unbranded site for Hep C ? #socpharm

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@ I’ve been meaning to check it out — do you have the link? #socpharm

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@ I disagree with the brand on twitter – I don’t think there is the same sort of “talking” or hearing from individual #socpharm

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@ http://bit.ly/eURGR8 #socpharm It’s really done well

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@ Some brands dont talk they push info but people respond to people not brands #socpharm

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At first glance really like the page ratings. Go @! RT @: http://bit.ly/eURGR8#socpharm It’s really done well

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@ 95% of people who friend a brand on Facebook only visit the page once #socpharm

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@ totally agree that brands push info – which is why agency is OK for that – same as PR #socpharm

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Saw that, but where is stat from? RT @: @ 95% of people who friend a brand on Facebook only visit page once #socpharm

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@ @ beter than the unbranded site by Boston Scientific it is amateur hour #socpharm

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Q3 Mommy bloggers getting paid to review app http://bit.ly/fEjeUA Ethical? Effective? Eh? #socpharm

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@ From Facebook itself #socpharm

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@ AHA! Thanks. #socpharm

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@ Sure as long as we hear the good and the bad #socpharm

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so well organized. great market development effort RT @ What does everyone think of Vertex unbranded site for Hep C ? #socpharm

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@ @ car companies have been loaning people cars and asking them to BLOG their impressions #socpharm

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Q3: @ and the disclaimer. I think similar to celeb endorsing product (full circle, eh?) #socpharm

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Q3 I agree, think it’s absolutely fine. Not sure why the kerfuffle #socpharm

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@ yeah I think it depends on the product and the celeb #socpharm

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this is very common RT @ Q3 Mommy bloggers getting paid to review apphttp://bit.ly/fEjeUA Ethical? Effective? #socpharm

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@ Hi Jess! Agree, been meaning to take a thorough review of it. #socpharm

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here in Ca commercials are running with Kobi Bryant for Turkish Airlines #socpharm

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I would like to see the link to the stat, do you have it? RT @: @ From Facebook itself #socpharm

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@ Seriously? People have such short memories and/or will forgive sports heros anything. #socpharm

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When it comes to branding and purchase decisions woman still rule #socpharm

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@ yes shows him sitting in 1st class and getting a gourmet meal #socpharm

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Thanks Stephany! RT @: @ hi just an fyi -here’s mom blogger frm the article on twitter @ #socpharm

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@ Definitely in health care, women are the key decision makers. #socpharm

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FTC guidance in 2009 secured public transparency for blogger post for $$. Blogger outreach is an accepted form of social mktg #socpharm

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@ I agree, wasn’t sure why people were so upset. It wasn’t even a prescription drug #socpharm

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Can everyone believe how the FDA is dragging their feet on social media guideline #socpharm

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When blockbusters come off patent more layoffs a lot more layoffs !! #socpharm

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@ Unfortunately, I can believe how long for FDA guidelines #socpharm

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What’s great is that in the absence of FDA guidelines companies are making nice strides & moving forward. #socpharm BTW, drink :)

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@ think b/c mostly occurs in the “real” consumer world & pharma hasnt had an all out entrance into “$ for post” yet #socpharm

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@ it’s too bad cause it is making marketers afraid to try new marketing #socpharm

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@ you’re welcome! reading along tonight at #socpharm i agree FDA is taking too long w the sm guidelines

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@ hear, hear, and cheers #socpharm

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@ It is dumb to not allow the one click rule to fair balance as if someone is going to act on a Tweet #socpharm

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@ They are allowing it now for Black Box drugs in special Google PPC ads, so I think they may concede the point. #socpharm

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Some companies are saying we need to innovate but others are still sitting on the sidelines #socpharm

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@ right b/c Similac is OTC & not an Rx, they don’t have to worry a/b blogger outreach/reviews sighting AEs. #socpharm

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Merck & others doing Corporate Social Responsibility campaigns: http://bit.ly/gFGlrP Worthy? Overdue? Authentic? What do you think #socpharm

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When I presented to FDA almost two years ago now I told them they need to hire some marketing people and was pushed back hard #socpharm

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@ Waste of money people aren’t buying it #socpharm

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@ Absolutely, send to FDA before running & google adds special risk line in for you w/link to safety info. Google Plavix #socpharm

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RT @: @ Absolutely, send to FDA before running & google adds special risk line in for you w/link to safety info. Google Plavix #socpharm

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@ I must have totally missed that new rule/ announcement by Google THANK YOU for sharing! #socpharm

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@ Google the drug Plavix to see a current example. Yaz was doing it, plus others. Google adds in that extra line #socpharm

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@ There was no formal announcement, it was very quietly rolled out by Yaz & then others. Google reps told me :) #socpharm

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Also makes me think, since FDA are reviewing these before they go live, that they might allow “reminder ads” for black box drugs #socpharm

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@ plavix is good example of google ad stating a black box warning; also google ‘seroquel’ black box example on ad #socpharm

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Thanks again everyone I keep learning from chats like these and hope to make a difference in patients lives #socpharm

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@ just googled Yaz & Plavix. really great examples, both of them, even how they are handling organic meta data thx :) #socpharm

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RT @: just googled Yaz & Plavix. really great examples, both of them, even how they are handling organic meta data #socpharm

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@ Hi Missy, we were talking about the MM&M article re Similac paying for app reviews. #socpharm

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@ hello! #socpharm topic of paid blogging

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@ As long as it’s disclosed, I think people will view it like another paid ad. #socpharm

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Thanks for another invigorating chat. Next week @ will be guest moderator for #socpharm. Sure he’ll have controversial topics :)

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@ thanks another good chat kudos to you, Eileen, always remembers my name and spelled correctly! :) #socpharm

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@ :) #socpharm

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@ Thanks, Eileen! Good stuff. #socpharm

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@ @ I don’t take issue with pd blogger campaigns in general, but fine line re: drugs/formula. #socpharm

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Then on March 30, @@JimLefevere from @ will be our guest moderator. Plus @ & @ are also booked for #socpharm

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@ agree, although certainly still influences people. The WHO recommends NO mktg/ advertising for formula, period. #socpharm

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@ Agree, drugs/formula should be taken very seriously. Wasn’t aware of WHO recommendation. #socpharm

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@ Thanks for joining in the convo. Always enjoy talking/learning #socpharm

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@ obv #bf is a public health issue & #bf rates increase/decrease are potentially influenced by formula mktg. #socpharm

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@ I’ll date myself, but back in high school, the nuns had us boycotting Nestle candy because of formula marketing. #socpharm

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RT @: Pew Internet on peer-to-peer healthcare -> http://t.co/R37TCLq #socpharm#epharma #healthcare

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Is #socpharm wrapped?

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@ Yes we chat for 1 hour starting at 5 pm PST / 7 pm CST / 8 pm EST. We’ll be here next Wed :) #socpharm

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@ Crazy! I had no idea. We chat pharma/biotech marketing & sm at #socpharm every Wed at 8 pm EST. Join in!

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did not know this RT @ certainly still influences ppl. The WHO recommends NO mktg/ advertising for formula, period. #socpharm

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Enjoyed chatting with #socpharm marketing chat tonight re: formula comp’s marketing strategies via social media & WHO Code. #breastfeeding

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RT @: Thanks for another invigorating chat. Next week @ will be guest moderator for #socpharm. Sure he’ll have controversial topics :)

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RT @: @ @ An agency should not be the voice of your brand via social media #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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