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#SocPharm Tweetchat Transcript 3/17/2010

Posted by | 4:34pm on Wednesday, March 17, 2010

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Craig DeLarge here to moderate our #socpharm Tweetchat this week. Anyone here? #socpharm 3/17/2010 20:00

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@ Hi Craig, looking forward to just acting as a participant in #socpharm tonight!

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Hi @! Anyone else on the feed? #socpharm

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Its been an interesting week with the industry getting another glimpse of socmed’s opps and risks via S-A. What ya think? #socpharm

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Frieda Hernandez here bus dev strategy professional at Siren Interactive focused on #raredisease #hcsm #digpharm #fdasm #epatients #socpharm

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@ Sometimes it takes a few minutes for people to join in #socpharm.

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@ Want to join @ in #socpharm chat & let us know what you think of sanofi Facebook issue?

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No worries. I am patient. I should say I am from Novo Nordisk CRM. #socpharm

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@ T1 it has indeed been an action packed #socpharm week

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Well as I have been reading about the S-A situation, I have found it interesting in how it is evolving. Many lessons for us all. #socpharm

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Hiya, here for a bit. How’re ya’ll doing tonight? #socpharm

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@, @ wrote a great sanofi-aventis Facebook summary: http://bit.ly/cgVyaL #socpharm

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Kathy Mackey, checking in for a moment at #socpharm

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I could not help but imagine that FB will need to become an extension of our customer call centers like we see with consumer cos. #socpharm

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@ – Hey Craig, thanks 4 hosting #socpharm tonight. I’m looking forward to the discussion.

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Hi, everyone! Had a little “Club Penguin” issue with my youngest. Sorry to be late. #socpharm

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@ What lessons have you gotten from the SA debacle? #socpharm

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Welcome @, @, @, friedah03, etc. #socpharm

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Thanks @ #socpharm

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@ Its more a situation than a debacle. This is the way of all media. Responsiveness is more important than perfection. #socpharm

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@ & @ Can you send out a link to info on the SA debacle for those who haven’t been following? #socpharm

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Thx! RT @: Welcome @, @, @, @, etc. #socpharm

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I agree. This type of situation can also happen with reviews of applications, or questions not handled quickly enough #socpharm

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@ I dunno…I call it a debacle ;-) #socpharm

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Better late than never. Thanks @ for hosting (my 1st tweetchat). #socpharm

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Nice sanofi-aventis Facebook summary here: http://bit.ly/cgVyaL #socpharm

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Let’s see here. I read: http://blog.medadnews.com/index.php/2010/03/16/sanofi-aventis-social-media-mess-what-are-the-lessons/ #socpharm

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@ But, you’re right…responsiveness would be the right thing to do. #socpharm

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Like with any relationship S-A has an opp to strengthen relations with customers in how they respond and to set a good example. #socpharm

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T1 IMHO the SA situation is an object lesson – more to worry about than #fdasm guidance if you have no #socpharm strategy

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The social medium has amplified everything. A few years ago I’d just be talking about this issue over lunch. #socpharm

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Welcome and agreed RT @: Better late than never. Thanks @ for hosting (my 1st tweetchat). #socpharm

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RT @: lk w/ any relationship S-A has an opp 2 strengthen relations w/ customers in how they respond & 2 set a gd example. #socpharm

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Would really like to hear from @ on the SA “situation.” #socpharm

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@ @ @ exactly, we’re living in a social media world & need to adjust our reaction time accordingly #socpharm

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The proper nature of socmed is to be transparent, to own up to gaffes and to make amends. My best relations are patched up ones. #socpharm

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So does good SM strategy = good old fashioned customer relationship? #socpharm

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What else is happening in the socmed space? What is the net-net on GHK Seal?: http://adage.com/article?article_id=142836 #socpharm

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@ – agreed, transparency and trust are essential #socpharm

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@ Which is why the “better late than never” thing is okay, but really not acceptable. #socpharm

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@. One might say that goos socmed strategy is same as good relationship strategy. Easy to intend, hard to execute. #socpharm

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The @ conference with @ from MD Anderson discussed many customer service issues that came through social media #socpharm

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RT @: Nice sanofi-aventis Facebook summary here: http://bit.ly/cgVyaL #socpharm

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Exactly RT @: So does good SM strategy = good old fashioned customer relationship? #socpharm

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It is only through the occurrence of the unacceptable that we learn to achieve the acceptable, eh? @ #socpharm

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But couldn’t the FDA/pharma seal of approval be faked? I was fooled by the SA fake Facebook page #socpharm

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We are all learning a new standard of customer “acceptable”. So let’s learn fast. #socpharm

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@: Certainly not optimal. #socpharm

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Me too. RT @: But couldn’t the FDA/pharma seal of approval be faked? I was fooled by the SA fake Facebook page #socpharm

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@ Yup, but many have head in sand and not learning from others’ unacceptable occurrences ;-) #socpharm

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You are right about the ability to fake the seal. Will we need TRUSTe services for our online destinations? :-| #socpharm

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Agree. RT @: We are all learning a new standard of customer “acceptable”. So let’s learn fast. #socpharm

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RT @: @ @ @ @. But that means u have b prepared!;-) to be able reaspond real time #socpharm

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“Head in sand” is typical human response. No change without near death experience. #socpharm

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RT @: Would really like to hear from @ on the SA “situation.” #socpharm http://myloc.me/4VEKc

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@ Goodness gracious, imagine that! ;-) #socpharm

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Many new things cannot be prepared for, only nimbly responded to. Again, this S-A example calls for socmed treatment as call ctr. #socpharm

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@ Of course, the real-time is a problem…need 100 people scrutinizing B4 a response goes out, eh? #socpharm

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Company call center is the one place where someone is paid to watch and respond to customers continually. #socpharm

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@ Agree on the need to be prepared, but real time dialogue in a regulated environment hard to “pre” approve #socpharm

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Great idea RT @: Many new things cannot b prepared for, only nimbly responded to. S-A example calls 4 sm tx as call ctr. #socpharm

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RT @: Company call center is the one place where someone is paid to watch and respond to customers continually. #socpharm

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Moving a comment to DM, email or even phone call is an appropriate way to handle a sensitive issue in my opinion. Action is needed #socpharm

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Fair but we have seen JnJ and medical departments do a good job of real-time response. Many standard answers can be pre-approved. #socpharm

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It will be interesting to hear what S-A says — isn’t someone from the company speaking at a conference maybe tomorrow? #socpharm

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@ Very good point. #socpharm

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@ is speaking at conference I heard. I read he will focus on learnings. Good alternative to mum defensiveness. I applaud. #socpharm

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Quoting @ re SA: “Some people are bound & determined to end up in a HBS case study 1 way or another.” #socpharm

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@ exactly, real time dialogue is definitely hard to “pre” approve, our FDA comment covers this http://bit.ly/bAE7Hf #socpharm

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@ Call center has always seemed 2 B last option or off-limits 4 marketing. mayB ths will change, initiate convergence #socpharm

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I am lurking tonight. Have some work to do, but want to see what is bing talked about. #socpharm

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@ You mean robo-answers? They are better than nothing, but perhaps frustrating for person on other end. #socpharm

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RT @: Moving a comment to DM, eM or even phone call is apropos way 2 handle sensitive issue IMO. I agree! #socpharm

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Not robo-answers. People using faq & customer knowledge mgmt. systems to answer FAQs from customers. #socpharm

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Pharmaceuticals Won’t Twitter [RantRave] http://bit.ly/bx9b2a Still many pending questions to be answered #socpharm

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@ This is beyond Marketing. This IS Customer Care! Customer Care Convergence to pick up on your suggestion. #socpharm

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@ agree much can be pre approved if well planned- #socpharm http://myloc.me/4VFGM

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Agreed RT @ Not robo-answers. People using faq & customer knowledge mgmt. systems to answer FAQs from customers. #socpharm

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Have to go attend to children :-) Sorry couldn’t hang out during #socpharm longer. Apologies for friskiness…been one of those days.

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@: @ real time dialogue is hard but not imposs. The “hard” once achieved creates competitive advantage. #socpharm

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BTW, anyone using a Google Nexus One phone yet? :-D #socpharm

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RT @: @ @ @ I do plan on doing my best to address any ?’s from the audience tomorrow. #socpharm

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@ Totally agree. My comment was more about tone of the response. I think that you can always tell if “canned”. #socpharm

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RT @: I do plan on doing my best to address any ?’s from audience 2moro, hope 2 c some of u there #socpharm

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@ definitely agree, HCPs in particular want real-time dialogue, they need fast, reliable answers to clinical questions #socpharm

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@ Great to hear…thanks, Dennis. #socpharm

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RT @: There are worse place to end up than HBS for sure. :-D #socpharm

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Hello All…late better than nev. #socpharm

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@ (“hard” once achieved) must realy on real listening to the patients and authentic answers — even if pre-planned. #socpharm

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Welcome @. What’s your take on S-A, socmed seals of approval, etc.? #socpharm

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@ Take care nice to see you again and enjoyed your “friskiness” #socpharm

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LOL! RT @: RT @: There are worse place to end up than HBS for sure. :-D #socpharm

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@ Listening key to responsiveness and critical for AOPI. Remember my spirituality of RM talk? #socpharm

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They missed the opp to use FBML (facebook dev enviro) to create a system to track and manage AE’s..they faked it…#socpharm

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Gr8! @: @ @ @ I do plan on doing my best to address any ?’s tomorrow. #socpharm

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There are ways to moderate and still provide the platform… I am not sure what SA was thinking… was the dev internal? #socpharm

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@ yes I do and it was right on. Listening is key to responsiveness for pharma marketers. #socpharm

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@ …but their opp is far from lost, yes? You know the term “fake it ’til u make it” Now’s is time for them to make it. #socpharm

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@ Because it was around a completely diff topic, SA clearly didn’t anticipated these types of comments. #socpharm

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BTW, for any who miss “The Spirituality of RM”. This is a good week to read it. Enjoy. http://ow.ly/1nC4z #socpharm

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I won’t argue that the door is open…but platform must provide a value exchange. “What’s in it for me…” authentic gets results. #socpharm

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@ True and the best “authentic” is co-created with the customer and S-A has the opp to do such here. :-D #socpharm

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Gr8 read! RT @: BTW, 4 any who missed “The Spirituality of RM”. ths is a gd week 2 read it. Enjoy. http://ow.ly/1nC4z #socpharm

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@ – well said, “the platform must provide a value exchange”… and authentic definitely gets results. #socpharm 3/17/2010 20:50

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@ can you elabor8 on co-create with customer #socpharm

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@ true…they opened the door…unprepared. This space is a real venue to show compassion…better then a form letter. #socpharm

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Sure. R’ships are a dance. U can’t anticipate evrything. U can stay n communication & create solutions w/ customers in realtime. #socpharm

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@ I love your use of the word “compassion”. The lack of such is what most gets bureaucracies in trouble. #socpharm

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RT @: Rships are a dance. U cant anticipate evrything. U can stay n communication/create solutions w/ cust. in realtime. #socpharm 3/17/2010 20:54

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@ …are they brave enough to “let go”…. #socpharm Few are in this space

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When we realize we only have 1/2 of answer and customer has other 1/2, we co-create better. #socpharm

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Right on! RT @: When we realize we only have 1/2 of answer and customer has other 1/2, we co-create better. #socpharm

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Studies are showing that compassionate pros and orgs get sued for less, if at all, when they make mistakes. Hmmm. #socpharm

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Very true. RT @: When we realize we only have 1/2 of answer and customer has other 1/2, we co-create better. #socpharm

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@ If we lack courage to let go, we may find that our customers are letting go (of us). :-) #socpharm

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@ Right I remember reading a study that many medical malpractice cases could’ve been avoided by a doctor apology #socpharm

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Okay. 3 minutes to go. Any last words for this week? #socpharm

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We need to remem that when the patient feels they are an active part of the “treatment” or “support” results follow, namely trust #socpharm

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@ from your mouth to the FDA’s ears. #socpharm

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@ thank you so much for moderating — great conversation. #socpharm

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& the ears of other pharma leaders! RT @: @ from your mouth to the FDA’s ears. #socpharm

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I’ll try not to be late next week. #socpharm thx @ @

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@ Check out FIR (faith in reciprocity) in the Spirituality of RM post I gave link to earlier. It resonates w/ ur point. #socpharm

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Thanks @ for being a wonderful moderator. Hope everyone can join us next Wed at 8 pm est. I’ll b posting transcript. #socpharm

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@ – great job moderating, hope you enjoyed it. thanks everyone for an insightful #socpharm discussion.

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Thanks all. I enjoyed the stimulating conversation. I will be here more consistently in future. #socpharm

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RT @: @ thank you so much for moderating — great conversation. #socpharm http://myloc.me/4VIdX 3/17/2010 21:01

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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