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#SocPharm Tweetchat Transcript 3/2/2011

Posted by | 11:01pm on Wednesday, March 2, 2011

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It’s that time! Welcome to the marketing & social media pharma chat (#socpharm). Plse start w/intros & why u are interested in this topic.

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I’m Eileen, work for Siren Interactive, work w/ #raredisease therapies, passionate about #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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Hi- I’m Ellen, passionate about marketing, #socpharm and putting patients first :-)

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@ Ellen! So nice to have you join us. #socpharm

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Was going to start with @ topic: does pharma have the bandwidth to implement social media ? #socpharm

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I’d say it depends on the pharma co, some are focusing resources toward social media, but even those still partner w/agencies. #socpharm

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Hi @ I’m Ben, working with @ Global Social Media Monitoring. We help many global Pharmas by listening online #socpharm

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@ may depend on how we define ‘social media’ 4 pharma- but some are trying #socpharm

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@ Welcome Ben! Our first question will be one of interest to you . #socpharm

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@ the challenge is that social media needs to be an ongoing passion…can’t be deligated #socpharm

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@ And with so many brand managers rotating thro every 18 months it makes that passionate commitment hard to sustain #socpharm

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@ Thanks for sharing that, I’ll take a look at it. #socpharm

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RT @: SM can be listening, 2-way dialogue, providing info but who owns in pharma? brand mgr? pr? who is committed? #socpharm

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Greetings @ @ & rest of #socpharm crew. Lurking a bit after v long work day.

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@ I think it takes a true collaboration between internal sm champion & agency who has expertise & can provide support #socpharm

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V true. RT @: challenge is that social media needs to be an ongoing passion…can’t be delegated #socpharm

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T2: Did everyone see great @ Pew report on Peer-to-peer Healthcare http://bit.ly/gFkIBAAny surprises? #socpharm

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Yes, agencies can support, but has to be driven & ‘owned’ by a client sr enough that it will be sustained? real? @: #socpharm

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60% of the public turn to the internet first for health info. Convos r taking place everywhere & the Pharmas who join will succeed #socpharm

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RT @: V true. RT @: challenge is that social media needs to be an ongoing passion…can’t be delegated #socpharm

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@ When you say “join in” what do you mean? #socpharm

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I think good reminder that hc convos still happen off line @: T2: @ Pew reporthttp://bit.ly/gFkIBA #socpharm

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T2: @ report was great because it gave support to #raredisease insights we had. #socpharm

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Hi, just joining with same question … RT @: @ When you say “join in” what do you mean? #socpharm

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Find your story, listen, tell it through multiple channels RT @: @ When you say “join in” what do you mean? #socpharm

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Sorry, Jon here from @, signing on a tad late #socpharm

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@ @ Welcome Jon and Tom! #socpharm

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Agree RT @: I think it takes a true collaboration between internal sm champion & agency who has expertise & support #socpharm

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Social media requires that internal champion, for example as FB changes their design & you have to have med legal reviews again :( #socpharm

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Of course, engaging in two-way convo is part of “telling your story” RT @: When you say “join in” what do you mean? #socpharm

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liked that pew incorporated raredisease patients! @: T2: @ report gr8 bec it support #raredisease insights #socpharm

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@ We thought so too :) #raredisease patients are often at the forefront in many ways. #socpharm

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Gr8 answer RT @: Find ur story, listen, tell it thru multi channels RT @: @ When u say “join in”? #socpharm

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RE: Internal champion for changes = Agencies should guide you from a technical perspective. Internal champ helps deal w/legal #socpharm

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@ Well there are Pharmas who are implementing successful SM campaigns and forums for the public to interact and learn #socpharm

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@ Two-way convo is ideal, but sometimes pharma has to get there w/baby steps. Controlled interaction can often be start. #socpharm

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Absolutely agree RT @: @ Two-way convo is ideal, but w/baby steps. Controlled interaction can often be start. #socpharm

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Right, @ – internal champion plus fast-acting, open-minded MLR team #socpharm

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@ Welcome Jon! #socpharm

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@ does your company track data per words used, such as med names in tweets? for pharma cos? how does data apply to SM #socpharm

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#socpharm: Are there any good examples of pharma joining the convo aside from #rxsave? Are they still all toe-touching the waters?

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I like that caveat! RT @: Right, @ – internal champion plus fast-acting, open-minded MLR team #socpharm

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@ For Twitter there is the Novo Nordisk example of @. #socpharm

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@ ‘listening’ track med name tweets & pharma cos such as AZ entering ‘live tweet’ chat arena know audience better? #socpharm

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@ what role do you think story telling plays in pharma SM? do we think patients are thinking about telling their story #socpharm

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@ Is that just him Tweeting on behalf of the brand? Or is the brand getting involved? #socpharm

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my Q then is do pharma cos rely on tracking companys for internal datamining of SM users for customer base data? how much? #socpharm

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@ Novo partners w/Charlie Kimball (driver w/diabetes) & supports his car, he does education/outreach inc. Twitter. #socpharm

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@ see @ Pharma Marketing Blog: More Pharma Social Media Pioneers Recognized http://t.co/4w8Nutk #socpharm

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@ Hi Stephany! When you say “internal datamining of sm users” what do you mean? #socpharm

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If they r , isn’t it ‘old’ data? i 1type of learning but not real time? @: my Q do pharma cos rely on tracking cos? #socpharm

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@ There r plenty of ways to create & disseminate great content & use that to gather a list for customer base data. #socpharm

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@ Hello Ben & @ & all ! Any concern about lack of FDA guidance? Any campaigns U can highlight? #socpharm

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RT @: @ C @ Blog: More Pharma Social Media Pioneers Recognized http://bit.ly/hNjefP #socpharm

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@ I think lack of FDA guidance (BTW u have to take a sip of ur drink everytime FDA is mentioned) is almost helping #socpharm

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@ :-D #socpharm

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@ tracking of data ie tweeting specific med names can be tracked w companies such as ben’s=target audience info #socpharm

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@ Got it, yes many agencies listen to the online convos for brand names to gain insights on what pts need/want. #socpharm

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Yes Pharmas benefit immensely from identifying wants & needs of the public @: my Q do pharmas rely on tracking cos? #socpharm

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@ example tweeting ‘seroquel’ or ‘avandia’ etc the tweets can be tracked for data gathering…#socpharm

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@ so, was wondering how much data pharma gathers from SM use such as FB/Twitter for target audience info data? #socpharm

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@ Absolutely, we are all talking in the public sphere. Have to remember it’s all on the permanent record :) #socpharm

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@ playing devils advocate-pharma should listen 2 its patients everyday 2 learn what they want/need -not wait 4 tracking #socpharm

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In my experience, @ , sm monitoring is used as 1 data point but can provide very valuable insights. Others? #socpharm

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It’s an issue of scalability though. Can’t listen 24/7 RT @: pharma should listen 2 its patients everyday #socpharm

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@ thanks it’s an interesting facet to pharma’s presence on FB and Twitter #socpharm

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@ Agreed. That’s where Social Media Monitoring comes in… ;-) Listening to the latest topics of concern by the public #socpharm

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@ true can’t listen 24/7 so outside cos useful to sup not when its all the listening-can’t delegate all of ur listening! #socpharm

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Listening to the audience so you can add value, so be the first step! @ #socpharm

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Listening to the audience so you can add value, should be the first step! @ #socpharm

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@ thanks. You certainly must gather a lot of data from FB and Twitter considering the high volumes using SM for pharma #socpharm

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In the last few minutes — anyone have any upcoming events, speaking engagements to share? Any “must read” articles or blogs? #socpharm

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Like this…listening w intention to act! @: Listening to the audience so you can add value, should be the 1st step! #socpharm

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@ Brands can use the listening tools themselves to react and respond accordingly. It’s not necessarily delegating. #socpharm

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Agreed! RT @ Listening to the audience so you can add value, should be the first step! @ #socpharm

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@ thanks for interesting talk, until next time! cheers. #socpharm

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#socpharm great discussion tonight thank you

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@ I fullyagree but most do not i’m afraid. listening isn’t an ongoing commitment to enough pharma marketers. too busy… #socpharm

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Thanks for a great chat! Next Wed @ of #epatcon fame, will be guest moderator. Let us know your questions. #socpharm

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The webinar is a good way to learn how to tell your story across multiple channels. Hope to see you there! #socpharm

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@ Thanks for sharing! #socpharm

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@ @ @ @ thank you all! :-) #socpharm

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@ Agreed Jon, what we can do is listen to the most influential mentions on a daily basis to get the most valuable insight #socpharm

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RT @: Thanks 4 gr8 chat! Next Wed @ of #epatcon fame, will be guest moderator. Let us know your questions. #socpharm

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RT @ @ @ @ @ thank you all! :-) #socpharm

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Thank U @ 4 moderating another interesting #socpharm & @ @@Story_Jon 4 convo tonight! #socpharm

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@ Yes we do :-) But important to note that SM is more than FB & Twitter. Imp to monitor blogs forums & news sites 2 #socpharm

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Thanks all for participating! I’ll post transcript tomorrow. #socpharm

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@ Thanks for moderating! Pleasure meeting you all! #socpharm

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i’d like to see pharma cos disclose to public they use ‘data tracking’ on SM-most ppl dont know it exists &might want to know #socpharm

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@ oh absolutely more than FB&Twitter.My own blog is tracked for word “seroquel” quite a lot! :) #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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