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#SocPharm Tweetchat Transcript 3/27/2011

Posted by | 11:08pm on Wednesday, April 27, 2011

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OK, my computer says it’s time to begin 2nite’s #socpharm chat. Anyone here?

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As for topics, I have some ideas, but will open it up for your ideas first. #socpharm

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Thanks to @ for guest moderating #socpharm tonight. My laptop just gave me blue screen of death so will be on iPhone!

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Spitz here, Digital Strategist with Ignite #socpharm

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Seems like your NO RULES announcement has made folks gunshy, John #socpharm

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@ spking of blue screens, did U see S-A’s WhyInsulin YouTube Interruptus? http://ow.ly/4IxmW #socpharm

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I didn’t i’ll look RT @: spking of blue screens, did U see S-A’s WhyInsulin YouTube Interruptus? http://ow.ly/4IxmW #socpharm

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Conditions were probably put on it: “You can have (filtered) comments, but only if you include the ISI.” #socpharm

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Hi folks, I’m Jeremy from Ignite #socpharm

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@ I hope we’re not gunshy! Anyone here from the UK? #socpharm

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@ Hi John, I am tuning in from the future here in London, being 5 hours ahead :) #socpharm

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@ shame that they felt they needed that fair balance when drug wasn’t mentioned. But Abbott was burned w/ Kaletra video #socpharm

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Hi everyone. Ciaran here from Siren. Looking forward to no rules! #socpharm

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@ Since you are here, what’s ur take on the Bayer Tweet to unregulated press release? Does it violate UK pharma code? #socpharm

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@ wow I hope u can sleep in late 2moro #socpharm

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We should mention that all tweets during #socpharm are considered your personal view not your employers unless otherwise noted.

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@ Sure, but it was RUDE to interrupt the person’s story! What was the point? She didn’t even talk about her diabetes. #socpharm

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@ The PR is approved & they are a public document so there would have to be a problem with the release, not the medium #socpharm

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What’s the topics tonight for #socpharm? Or do I need to light some shoelaces? ;)

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Dropping by #socpharm for the first time in eons.

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RT @: What’s the topics tonight for #socpharm? Or do I need to light some shoelaces? ;)

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Bilson from QuantiaMD…tweeting from an Acela train to Philly so sorry for lag #socpharm

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@ yo! Welcome to #socpharm you sound cheerier than I do for Fri #hcsmeu at 7am Fridays!

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I fear that pharma corporate communications have taken over SM & r using it more for promotion than media relations. #socpharm

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Link to Bayer UK twitter story http://bit.ly/mCez8a #socpharm

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@ agreed! Some have got more push than pull of late #socpharm

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@ I’ve mentioned a couple of issues we can discuss. Sorry abt lack of organization – NO RULES! #socpharm

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what did i miss? #socpharm

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@ It is late but i am better in the evening than the morning :) #socpharm

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@ love no rules! But on iPhone and stream is slow, catching up w/ #socpharm

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mom,caregiver,advocate hey all what do you all think abt the AstraZeneca Nexium IM chat for Qs for product? #socpharm

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@ there are no rules, conversation on whether (pharma) is doing more promotion & less relationships in SM #socpharm

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@ Bayer UK Twitter story has 2 issues: the tweet itself & press release it links to. The latter is pure promo, IMHO. #socpharm

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Using sm for PR/Corp comm is safe intro 4 #Pharma so I’ll take it as it helps move them along. As Bill Murray said “baby steps!” #socpharm

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@ danke #socpharm (rules control the fun)

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@ sadly I missed that one #socpharm

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we first ventured into twitter as a way to push news releases out #socpharm

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@ do I admit now I have no idea what “danke” means, but it sounds cool? #socpharm

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@ I think anything that encourages convos & provides access to info for pts is good. #socpharm

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@ Discussing Bayer UK Tweet linking to promotional press release. Is SM marketing part of of PR these days? #socpharm

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#socpharm CLICK CLICK (damned gun) as emergency back up plan; I’m handing blow torch to @ for shoe lace lighting ceremony…..

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@ Isn’t this Bayer press release promotional? http://ow.ly/4IxMV #socpharm

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RT @ we first ventured into twitter as a way to push news releases out #socpharm

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@ you never played pin the tail on the “danke” ….LOL #socpharm

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Given the fact that live tweets show up on Google SERP pages I get why #pharma is punchy about what they say & how they say it #socpharm

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@ I have never tweeter 1 press release frm @ but that doesn’t mean it is wrong. #SM about model of generosity #socpharm

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@ @ I missed the accent!! My bag :)) #socpharm

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@ I don’t judge if it is good or bad, but don’t like when ppl say something is not promotional and it obviously IS! #socpharm

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Hello, all, agree #SM model is about sharing, connecting & networking #socpharm @: @

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@ Would you mind saying more on #SM “model of generosity” when it’s a business speaking not a person? Thanks! #socpharm

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If just joining #socpharm, @ is guest moderator & has declared “no rules”. Not that there usually r any but I’m a stickler 4 respect

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@ it wouldn’t be appropriate for me to comment on their release #socpharm

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Starts with understanding the audience (listening) & providing value-added input @: @ #socpharm

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Getting a bunch of social links to your brand site is another great benefit of using social to push out news #socpharm

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@ Isn’t it wrong (ie, violate ABPI guidelines) to tweet link to press release that does NOT include safety info? #socpharm

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@ RT @ Check out our new blog post on how AZ is using Click-to-Chat technology http://ow.ly/4I5iC #socpharm

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Darn iPhone keeps adjusting @ and making it pharmacy! #socpharm

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@ I understand. #socpharm

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Agree, but find it’s easier as a person than under a logo. #socpharm RT @: Starts with understandin… (cont) http://deck.ly/~pUIHK

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GR8 point about building links/traffic to your site or blog @: #socpharm

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AZ Nexium Chat…right move as mainstream media reports bone loss & no better than over the counter generic @ fraction of cost #socpharm

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IMHO, Bayer is getting a reputation for pushing the regulatory envelope, if you know what I mean. #socpharm

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@ A business can’t speak, only the people who work within it. Nobody wants to listen kindly to a ‘corporation’ #socpharm

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@ Hence my question…I just started messages under our company- and it’s confusing. With my name, it’s me- easier #socpharm

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Individuals personalize the brand and make it relevant to the audience @: @ #socpharm

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@ It’s only great to use twitter to increase traffic if the destination is worthy. #socpharm

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@ do u consider that a good thing? #socpharm

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So if you have one person relevant and giving- how do you transfer that to the team of the company? #socpharm @ @

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Agree. Requires a good destination, content, good sites are hard work. @: @ I #socpharm

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@ Sorry, what do I consider a good thing? #socpharm

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@ @ we use corporate name, but add names of Tweeters in profile. otherwise, my twitter is about baseball #socpharm

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RT @: @ It’s only great to use twitter to increase traffic if the destination is worthy. #socpharm

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@ I am genuinely not qualified or in position 2 comment on specific release-UK PR can talk about brand and balanced info #socpharm

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Mass. repeals Pharma perks 2 doctors Law…will Pharma resist the temptation 2 round bin their CIA agreements..back to the future? #socpharm

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@ I agree w/ @. I don’t respond to a logo want to know who is behind it. #socpharm

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Yes, content must be of value to the audience. @: @: . #socpharm

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@ #socpharm @ Gail Great question! Quality training & understanding of corp. policy.

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@ I didn’t see that – will have to check it out #socpharm

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@ Bayer pushing regulatory envelop #socpharm

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I agree with you both @ @ that we respond to a person over a logo- but then how do we transfer the brand? #socpharm

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@ Depends on how U define value. I believe balanced info has gr8est value for pats, not just “melts-in-your-mouth” promo. #socpharm

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#SM helps define, shape and communicate a brand’s value #socpharm @

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& their name in the bio under the logo not enough? @ @ @ #socpharm

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@ I think value has to be a real take-away for the user- needed info, tools they can use, community they relate to- yes? #socpharm

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Was just wondering…should I pass around the armadillo’s for rubbing now?…race odds posted @ #socpharmsbadbets #socpharm

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@ No, YAZ has some pretty serious side effects & so does LEVITRA. Bayer shuld not push reg env 2 promote such prods. #socpharm

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look at it this way: @ has 5,524 followers; @ has 365 (or so) #socpharm

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Agree with you. People speak for the corporation and humanize the brand@GailZahtz @ @ #socpharm

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RT @ we use corporate name, but add names of Tweeters in profile. otherwise, my twitter is about baseball #socpharm

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@ @ Not just abt providing a name-thinking of other ppl before yourself (not org defined value)=PR a dying form #socpharm

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@ Sure, all that contributes to value. No argument form me on that. But pharma has yet to build communities, eg. #socpharm

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Yes, Needs to be part of the social media guidelines for the co. @: @ #socpharm

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I guess the question still is though- how do you balance that trust and relationship one on one to an organization. #socpharm @

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As a clinical trial & talent recruitment tool, it makes sense. Are there other scenarios with demonstrated benefits? #socpharm

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@ think peeps represent brand. I hope trust/respect for me transfers to Siren Interactive #socpharm

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@ you’re mixing follow count with follow engagement. You the person is the value of engagement, not the brand #socpharm

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@ Tony, I’m on it – trying to increase your followers that is. Mainly because of ur views on baseball tho. :-) #socpharm

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Starts with a #SM strategy and roadmap for the brand mapped to the org @: #socpharm @

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Q: Masturbation May Help Relieve Restless Legs Syndrome: http://ow.ly/4IheF best way 2 incorporate info in2 winning SM campaign #socpharm

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@ “PR a dying form”. What do you mean exactly? #socpharm

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@ but i engage more through personal acct than business (tho we try) – but the AZUS name provides more reach #socpharm

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This is so interesting #socpharm because it’s a new idea to me. Engagement as one person is natural- engagement & loyalty to a brand not so.

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@ good point, it’s also the quality of your followers not quantity. I want peeps who can help me grow/learn #socpharm

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RT @: @ good point, it’s also the quality of your followers not quantity. I want peeps who can help me grow/learn #socpharm

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get on it MT @: @ I’m trying to increase your followers. Mainly because of ur views on baseball tho. :-) #socpharm

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@ the odd link to the press releases or the SMS campaign re: vaccinations? @ #socpharm

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@ Are you suggesting ppl with RLS submit videos to run on YouTube? #socpharm

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RT @: Agree, humanizing the brand makes it real for the audience <-Then where is the line between brand & person? #socpharm

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So how do you learn more about your followers? Over 1600 of my followers have responded to my survey. #socpharm

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@ I did say successful SM campaign….but may sell more Nexium…#socpharm

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@ So Eileen, for you it is: I associate Siren with you. But what about a large brand- wrong to be 1 person? #socpharm

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@ @ that’s an interesting idea – yet I find I like some people but dislike the company/Corp #socpharm

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@ I feel that the press release is becoming an anachronism #socpharm

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Start by building a #SM blueprint including audience, goals & sm channels. #socpharm

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@ by reach you mean megaphone? SM 2-way dialogue that logo can’t give me (unless I’m complaining abt something) :) #socpharm

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re humanizing brand – @ is most visible pharma mktr on Twitter, but I don’t know the name of his brand! Sorry, Alex :( #socpharm

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@ So do you think companies just shouldn’t have logo identities on SM? #socpharm @

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@ @ agreed, although I have seen them link to individual releases before with a headline – that was odd #socpharm

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@ oh, it’s a balance between reach and engagement. we try to strike an appropriate balance #socpharm

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Agree Alex, PR needs to evolve, add SEO capabilities and sm functionality. @: @ #socpharm

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@ I agree on that, but PR is assuming new marketing roles within pharma, don’t you think? #socpharm

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SM profile of a Brand is a persona. The persona should derive from the *value* of the brand, not obsession w/”humanity” #socpharm

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But the process for making 1 yields many tweets RT @ @ feel that the press release is becoming an anachronism #socpharm

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MT @: @ … I like some people but dislike the company/Corp #socpharm <-So are we self-promoting not brand promoting?

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All handled by creating an SM roadmap. @: re humanizing brand – @ #socpharm

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@ I am glad about that! I don’t have a brand to represent (although company is in bio) #socpharm

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@ @ it’s complicated like Facebook ;) #socpharm

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@ I’m torn. There’s merit in an SM logo. But the advertising/spam ruins it for everyone. #socpharm

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@ and i join these chats on personal account, obviously. does that complement the biz acct? #socpharm

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so does everyone agree AstraZeneca’s “click to chat’ tecnology to ask Qs of 2 products is going to be adapted by other cos? #socpharm

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A brand is a reason to choose. Not just a logo or a legal TM @: @ #socpharm @

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@ comcast did start out w/@frankeliason & then when he left had transitioned to Cust svc team #socpharm

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re brand personna: pharma brand critters (eg, the NASONEX bee) should have Twitter accts! http://ow.ly/4Iync #socpharm

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By nature the relationship is w/an independent person then- may not always reflect the brand. #socpharm @ @ @

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Brands must determine who speaks for the firm, how many, frequency, messages, etc. #socpharm @ @

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@ @ it would be nice to see links to papers, clinical trial announcmts/results. Info useful to pts& researc #socpharm

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Agree RT @: @ be nice to see links to papers, clinical trial announcmts/results. Info useful to pts& researc #socpharm

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Agree. That is when you need sm guidelines. @: #socpharm @ @

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@ The persona of a brand can’t be all things to all people. A brand isn’t social. It’s a value proposition. #socpharm

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How can a person be the brand personna? eg, @ may not always be employed by Jannsen. #socpharm

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@ Agree ‘humanity’ basically a hollow term-think U can tell what kind of ppl a Corp employs by their SM presence tho #socpharm

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@ @ agreed but pharma has always been relatively slow to do those things, even in regular press releases #socpharm

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@ Honestly…some supporters of our org think I’m too far “touchy feely” so I put up logo and alienate loyal friends #socpharm

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I don’t think we will see many more new cartoon spokes animals #socpharm besides humor is rarely MedLegal approval-able

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Once you try to ‘humanize’ a brand, you’re forcing something. Just let people be people. Don’t over-pathologize the matter. ;) #socpharm

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@ If a brand isn’t social, and we’re talking SM to support brand- then how would you do so? #socpharm

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It’s getting near the end of the hour and past my bedtime! Just sayin’ #socpharm

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@ It’s that a persona can’t have too many purposes. It’s OK if a brand is “impersonal” as long as it provides value. #socpharm

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@ You said no rules! Now you’re calling it quits LOL Thanks for the awesome un-moderated moderating at #socpharm

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I think that is the point. The brand must become social, that is how to humanize it. GailZahtz: @ #socpharm

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@ Why not branded critter SM spokespeople? The bee speaks on TV, no? #socpharm

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Nice to meet everyone tonight! @: It’s getting near the end of the hour and past my bedtime! #socpharm

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@ @ @ yes brand reason 2 choose. But comes from personal word-of-mouth-twitter not broadcast tweets #socpharm

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RT @ I don’t think we will see many more new cartoon spokes animals #socpharm besides humor is rarely MedLegal

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@ An SM profile can’t be a brand *and* a person *and* authentic *and*… It needs to pick something and stick with it. #socpharm

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And this is why I feel schizophrenic these days!! #socpharm @ @ @ Talk about different opinions! :)

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@ yes, agree, the brand must add value. #socpharm #branding

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@ Ha Ha! NO RULES — everyone is welcome to continuing chatting! But I may be sleep tweeting. #socpharm

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@ Yes, not enough cartoon DTC to kids.. possible life time consumers….Get the Roadrunner to pimp ADHD drugs #socpharm ;((

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Is not unique 4 pharma to take over SM & r using it more for promotion than media relations. #socpharm _even hospitals & universities. Bad.

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starbucks is good example of pic logo w/out words -recognizable product, same as McDs #socpharm ‘purple pill’ also recognizable for AZ

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@ @ Pharma’s are notoriously closemouthed about things. Does SM fit the way they work? #socpharm

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The brand must be authentic or it fails. @: @ #socpharm

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@ A brand can’t be social – by definition. Humans, bears and monkeys are social. Not brands. And that’s OK! #socpharm

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@ I was getting computer head a few too many nights, waking up on my computer- needed vacation! LOL #socpharm

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The hour flew by tonight! Thanks for guest moderating @& thanks everyone for joining. I’ll post link to transcript #socpharm

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Parting thought: Social Media a now a necessary mess. Easy to say “be social”. Quite another to accomplish something of meaning. #socpharm

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Brands that do not become social will not survive :) @: @ #socpharm

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@ I agree to a point, a company is a collection of people & this reflects style of communication eg. Feed of PR’s #socpharm

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@ @ thanks for another interesting #socpharm chat!

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@ I understand what you’re saying. I do. I’ve read all the social media blogs. But you’re confusing brand with *process*. #socpharm

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@ Too bad that @ is already taken. Consequence of pharma being late to the SM party! #socpharm

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Big thanks to all our newbies tonight for chiming in, hope to see u again next

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Is no one in SM-land sticking around for the armadillo races…..LOL #socpharm Thanks for your participation..was a real no rules hoot

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RT @: @ An SM profile can’t be a brand *and* a person *and* authentic *and*… It needs to pick something and stick with it. #socpharm

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N0. Process is a means of reaching brand goals. @: #socpharm

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@ See tweet to @. The *process* of the brand is what can be social. People run the process, not the brand. #socpharm

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@ Thanks for letting me “moderate” the chat! It’s been fun. TY all for being here! #socpharm

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RT @ Too bad that @ is already taken. Consequence of pharma being late to the SM party! #socpharm

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RT @: @ See tweet to @. The *process* of the brand is what can be social. People run the process, not the brand. #socpharm

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@ That is why we focus on the disease and not the brand, based around tangible offline value conversions #socpharm

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@ I’m telling ya, man – who runs the process? The brand or people? People. Ergo, the brand isn’t what’s social. :-) #socpharm

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Even a SM critter account could get fired; brands change creative would lose followers thinking Abe Lincoln & http://ow.ly/4IyFK #socpharm

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Getting too bogged down in language. People choose a brand . @: #socpharm

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Very interesting convo going on at #socpharm to bad I was studying :( Will definitively look for the transcript ;)

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@ The world won’t need brand managers with the same skill set of even 5 years ago #socpharm

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@ Well, no, the issue was raised that “brands can be social”. That’s language. I’m merely challenging that proposition. #socpharm

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@ catch the #socpharm tweetchat next week – we’re here every Wed at 8 pm est.

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@ biz account amplifying press releases, personal account for amplifying _why_ the press release needed, values, goals #socpharm

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A brand has a personallity. The personality helps it get purchased… or not. Good discussion. @: #socpharm

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@ it’s that easy! #socpharm

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@ @ Thanks for the invite to join in #socpharm John :) I think you love that Bee by the way, did he let you follow?

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@ :) but new mediums call for different approaches. There’s a lot that’s happened last 5 years #socpharm

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@ Agree. And, yes, excellent discussion. One of the best exchanges I’ve had on this nuttiness in a long time. Cheers! #socpharm

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@ Thanks Eileen – sorry for poppin’ in last few mins, but sub-chat w/ @ was worth it. Have a great night! #socpharm

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@ hey, didn’t say SM was easy :) There’s nuance in loyalty building #socpharm

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@ thanks for sharing your insights #socpharm

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RT @: Once you try to ‘humanize’ a brand, you’re forcing something. Just let people be people. Don’t over-pathologize the matter. ;) #socpharm

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@ @ if you push e into a corner, I would have to say in general, “no” #socpharm

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That was fun. Was that rules or ‘no’ rules? ;) @: @ #socpharm

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@ @ but it’s slowly changing over time. We have to remember this is a huge cultural shift. #socpharm

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@ Put it another way. We’ve carried on a 40 minute [good] convo. You think I’d do that with a logo? ;) #socpharm

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@ There is! The fundamental shift in the way society shares info, co-operates & acts collectively will change healthcare #socpharm

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@ We need marketing approaches that reflect society and our customers, Pharma marketing has 2 speed up just to stand still #socpharm

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@ maybe a really, really cool one #socpharm

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@ I will try too make it! :-) Thanks for the invite! I always lurk the #socpharm stream :-)

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@ Pharma doesn’t need to speed to anything. Most pharma forgot it was in it to cure/alleve the larger population #socpharm

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Just learned @ will be the guest moderator for #socpharm next week.

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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