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#SocPharm Tweetchat Transcript 3/30/2011

Posted by | 11:36pm on Wednesday, March 30, 2011

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So excited that @ is guest moderating #socpharm tonight! I’ll be chiming in as I can!

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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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We?ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them).

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thanks to @ for the opportunity to moderate #socpharm

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Science & art work well together. A thesis on the heart visualized! > http://bit.ly/eEJo9S. Happy Doctor’s Day! #socpharm

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these usually take a minute to get rolling. Let’s start with no FDASM guidelines. Big Deal? #socpharm

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Hello all–I’m Krista & work in healthcare comms. I’m interested in pharma social media comms. and its intricacies. #socpharm

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I’m Eileen, work at Siren, do relationship marketing for #raredisease therapies. #socpharm

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Does pharma / med device/ biotech need guidelines? to move forward with effective social? #socpharm

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Hi Eileen, thank you for joining #socpharm Come here often?

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Hi @ do you have a take about the FDASM delay? #socpharm

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@ no big deal, most of Pharma is still moving along and doing the best they can #socpharm

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I believe that marketers are going to have to take some risk now #socpharm

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@ & @ made similar pts on the delay–pharma can’t wait for the FDA to catch up to how ple are communicating. #socpharm

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Hi @ thx for joining. #socpharm

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The question is can their marketing remain relevant as patients move to other sources ? #socpharm

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LOL RT @: Hi Eileen, thank you for joining #socpharm Come here often?

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@ My pleasure always #socpharm

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it’s time for #socpharm chat w @ & guest moderator @ Commercial Marketing at Roche Diagnostics

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Relevance. Good question #socpharm It’s becoming harder and harder with splintering media.

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@ hi, welcome #socpharm just getting started

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Spitz here from Ignite Health — agree with @, marketers acting in void, done OK so far #socpharm

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I don’t think the FDA will ever come out with real guidelines. Can’t keep up #socpharm. No big deal. Keep on moving forward

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I could name at least two major pharma comps that are scared to death of social media #socpharm

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FDA must address the “limited space” issue due to impact of PPC and other paid ads #socpharm

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@ I think scared is relative to larger business issues and leadership #socpharm Agree? Disagree?

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A viable solution to the “limited space” issue could be standardized text enabling the one-click rule #socpharm

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@ would guidelines make them less scared? #SocPharm

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@ can they though #socpharm

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Cross-linking is also an issue, as is the boundary between proprietary content #socpharm

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DDMAC has already worked with Google to create sample ads with standardized safety information for brands #socpharm

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mother,caregiver,mental health advocate,pharma critic seeking transparency, accountability &enjoy listening, learning @ #socpharm

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“All drugs come with risks. Click here to learn more…” kind of verbiage could enable clicking to full ISI #socpharm

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I think it might allow them to test the waters they are just so risk adverse and by doing that they are loosing #socpharm

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doesn’t it feel like some change in FDA fules needs to be part of #socpharm guidance? not addressing the limited space rule, but core revs

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Agree w/ @ – I think many pharma cos. need a “safety blanket” & are looking to the FDA to give them one via the guidance. #socpharm

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RT @: I don’t think the FDA will ever come out with real guidelines. Can’t keep up #socpharm. No big deal. Keep on moving forward

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from my experience, it boils down to how badly one or two people want to push it #socpharm

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FDA guidance will only be feasible with actionable recommendations, such as limited space #socpharm

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@ welcome #socpharm

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FDA guidance won’t come in the form of “acceptable best practices for Twitter” or any other general, platform-related rules #socpharm

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@ true those internal champions are essential #SocPharm

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@ yes, and that’s about all. #socpharm

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When and where pharma will be accountable for content is another issue, central to cross-linking and syndication strategies #socpharm

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Social media marketing is changing soo fast that what makes anyone thing the FDA can stay on top of it #socpharm

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adapting social media to fit existing FDA rules feels like shaping water to fit a sieve #socpharm

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Frieda Hernandez here from Siren Interactive joining #socpharm Tweetchat. Interested in #raredisease#fdasm #ePatient #epharma

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@ exactly #socpharm I sense it’s already swining back to more of a true digital focus and mobile is starting to heat up

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I mean does anyone believe that someone is going to see a Tweet for a drug and ask for it without doing research first #socpharm

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@: #socpharm welcome @ has handed me the keys to the ferrari tonight

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The issue is what the FDA can or cannot mandate and control; their guidance must be actionable and enforceable #socpharm

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I really believe that the FDA does not understand how consumers use health information online today #socpharm

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FDA budget is shrinking, not growing; as they take on more responsibilities their ability to police their own mandates shrinks #socpharm

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hear hear RT @: I really believe that the FDA does not understand how consumers use health information online today #socpharm

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Some folks in the FDA likely DO understand; it’s a question of translating that knowledge into actionable rules #socpharm

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The FDA is frying bigger fish. #socpharm Like approving products that are differentiated

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Everyone taking a sip of their drink whenever the FDA is mentioned! #SocPharm

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Try drafting your own “guidance” for pharma in a way that can be communicated and enforced; not that easy! #socpharm

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When I gave Social Media 101 talk to FDA I told them as strongly as possible to subscribe to Man Research to help them understand #socpharm

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Guidance must be general enough to be all-encompassing, yet specific enough to be prescriptive and regulated #socpharm

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OK. Ready for a new topic? #socpharm

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Amen RT @: I really believe that the FDA does not understand how consumers use health information online today #socpharm

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Our CIO @ interviewed Abrams’ assistant Kang, and she seemed to be well-versed in the SM playing field #socpharm

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Understanding is one thing; getting rules through Washington is another #socpharm

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That all said, FDA clearly needs to apply itself, and the patients — who ultimately benefit — are waiting with the rest of us #socpharm

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New Question: Can social address topics such as adherence and behavior change? #socpharm

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Adherence and behavior change are, by definition, “social”! #socpharm

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@ You bring up a great point the political climate towards pharma adv is not positive, #socpharm

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@ I don’t think patients are waiting at all. #socpharm

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@ I think patients NEED it, even if they aren’t waiting per se #socpharm

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Pharma has the knowledge and resources to communicate the benefits and risks of their own treatment options #socpharm

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@ Your right patients are not waiting and everyday pharma DTC becomes less effective #socpharm

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Realistically, social media has limited effective application as a pharma marketing tool. It’s 2 democratic, impossible 2 control #socpharm

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Patients want answers, want solutions, want information, want to be helped, healed, and cured –regardless of source #socpharm

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Pharma might not be the best to participate DIRECTLY in the conversation — but it should support it and provide data #socpharm

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@ good point social media is NOT going to save any pharma brand there is a lot of interactive stuff they just dont get #socpharm

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It’s not about the pharma brands! It’s about create dialogue around viable solutions #socpharm

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That’s the myth of “pharma social media,” that it’s to be used to “market” molecules — it should instead stimulate dialogue #socpharm

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Informed conversation is our goal — not pushing product #socpharm

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@ Thank you I’ll tell my wife you said that since she always thinks I’m wrong #socpharm

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Again, pharma knows their molecule, is an authoritative source of info — it’s an informed expert, that’s all #socpharm

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From research I can tell you that HCP’s are really concerned about all the bad information out there in the Web #socpharm

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@ Yet another reason validating pharma participation — they have the clinical information to share with HCPs #socpharm

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@: DDMAC & Google have created sample ads with standardized safety information for brands #socpharm #fdasm

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Physicians want data, then decide for themselves; patients want to inform themselves about those decisions #socpharm

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Would a brand mgr agree? How can u counsel them on this? RT @: Informed conversation is our goal not pushing product #socpharm

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Having conversations about treatment options is what healthcare social media is all about #socpharm

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Agree but who has budget 4 that? @ re: myth of “pharma social media,” used 2 “market” molecules vs. stimulate dialog #socpharm

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@ Yes, they would agree if they understood the channel they use — Give people info and options, let them decide #socpharm

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@ Exactly and thought leaders too #socpharm

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@ Absolutely, like email reminders sm can help support behavior change. #SocPharm

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All social media can do is empower decision making through conversations — that’s it — end of story #socpharm

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RT @: I really believe that the FDA does not understand how consumers use health information online today #socpharm

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If pharma can participate in some way, they help their solutions become part of the conversation #socpharm

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tru! RT @: Physicians wnt data, then decide 4 themselves; patients wnt 2 inform themselves abt those decisions #socpharm

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@ Your right pharma cant even get deep into interactive marketing to get more Rx’s #socpharm

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@ So many missed opps like seperate landing pages and cost per targeted action for keywords #socpharm

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The very power of social media is personal involvement and decision — give people informed choices, let them act #socpharm

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People don’t “Like” brands — they associate themselves with ideals and values they relate to and want to participate in #socpharm

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Similarly people don’t “Like” treatment solutions — they are sick and want to be healed — they want to learn about solutions #socpharm

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One Oncologist recently told me “I’m tired of searching the Web for all latest info..cant it be in just one place ? #socpharm

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RT @: If pharma can participate in some way, they help their solutions become part of the conversation #socpharm

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@ agree but I don’t think you have to be liked to be effective #socpharm

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Very powerful RT @: All social media cn do is empower decision making through conversations -that’s it – end of story #socpharm

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“Like” is connecting, the beginning of a conversation — conversing with a brand? — no, you converse with peers seeking data #socpharm

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did the comscore research about brand preference catch any attention #socpharm

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People go crazy considering healthcare social media because they lose sight of the true goal: Empowered decision making #socpharm

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@ You are right on still just think of a brand that just got new indication and could Tweet about it #socpharm

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@ Ha. that’s a holy grail #socpharm

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@ Brand gets new indication = new solutions for HCPs and their patients — use social to talk about it, learn, and CHOOSE #socpharm

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did the comscore research about brand preference catch any attention #socpharm I am dubious. I think it’s more about an ecosystem. Thoughts?

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Ecosystem is right — Docs might have “brand” preference, but it’s really about the benefit vs risk, especially 4 chronic disease #socpharm

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Drugs are different than consumer goods — people take drugs because they need them not want them — so the dynamic is different #socpharm

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Agreed RT @ re: comscore research about brand preference #socpharm I am dubious. I think it’s more about an ecosystem. Thoughts?

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@ yes, especially 4 chronic disease where therapy optimization comes in over a period of time #socpharm

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That’s why need for social media is even more important — I want to hear from my peers and experts before my life is on the line #socpharm

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Biggest problem is probably adherence — peer support is vital to help people continue with solutions that help #socpharm

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Would like to know how comscore was able to isolate these impressions as the key deciding factor in brand preference #socpharm

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If pharma could increase compliance alone — not even talking about the initial Rx — scripts would skyrocket #socpharm

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People who need treatment solutions aren’t conventional consumers: They need it, don’t necessarily want it #socpharm

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I see a brand site as a service center and social as conversation / engagement / value. Pple only want you when they need u #socpharm

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Brand sites need to be experiences where data is simply communicated and visitors can participate in some way #socpharm

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Brand sites need to facilitate the decision making process: Is this solution right for me? #socpharm

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compliance / adherence. tough nut to crack #socpharm

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Targeted therapies are central: Physicians and patients need to self-identify to get the relevant data they need to decide #socpharm

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Compliance and adherence are such complicated issues depending on the disease, side effects, economics, formulary, etc. Yikes! #socpharm

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like building a tunnel from two sides and hoping it meets in the middle–it hasn’t yet. #socpharm

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Anonymous segmentation based on need is already a “social” interaction #socpharm

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Doc asks: “What kind of patient is ideal for this solution?” Patient asks: “Is this right for me, and what happens if it is?” #socpharm

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speaking of compliance. What’s the take on Novo campaign? #socpharm

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Compliance and adherence only work with reinforcement — social reinforcement — through peers & family #socpharm

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RT @: Drugs r different than consumer goods-people take drugs because they need them not want them/dynamic is diff #socpharm

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@ is it that simple? I have never questioned my doc about meds. #socpharm

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@ Still can be complicated. With SSRIs & other CNS drugs, HCP is taking a best guess at safety/efficacy for patient #socpharm

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I would hope of all people that @ would be a model epatient! :-) #socpharm

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Yes RT @: Drugs r different than cons goods-people take drugs because they need them not want them/dynamic is diff #socpharm

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@ Best guess for oncology, too, where a majority of Rx is off label #socpharm

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@ LOL I haven’t questioned my Allegra-D. #socpharm My personal insights are simple

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@ did a great study last year determining that 20% of patients are empowered; we need to focus on them #socpharm

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Patients are already involved — our job is to help them communicate with solutions like they already do with each other #socpharm

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@:@skypen interviewed Abrams’ assistant Kang, and she seemed to be well-versed in SM #socpharm #fdasm

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Physicians are already involved — our job is to help them communicate with each other about solutions! #socpharm

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Yes @ @ the parieto rule (80/20) is true in most things. #socpharm

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@ Hate to admit but I’m out of the loop on Novo campaign. @ will be very disappointed with me :-) #socpharm

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Working, watching #socpharm chat on TV led by digital Pharma guru @://t.co/SDBN3kc

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@ and Novo are tip of the spear — did you see their recent Facebook page? Open fields! Amazingly brave #socpharm

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@ @ it’s w/ charlie kimball interesting concept. Not sure it would fly in most Rx/Dx companies. #socpharm

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@ That’s snazzy! #socpharm

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@ master yoda has joined. welcome. #socpharm

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Novo “pledge” concept as an incentive for participation and adherence — reminds a bit of Pepsi initiative last year #socpharm

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@ Better do my homework! #socpharm

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@ has a big ol’ TV in his office, high tech digs #socpharm

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@ hat tip to @ #socpharm

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@ Big thanks for moderating a lively chat tonight! I’ll post transcript tomorrow. #SocPharm

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@ pleasure is mine. Fastest hour in Twitter. Thanks so much everyone. I’d love to come back! #socpharm

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Thanks to @ and @ for the engaging conversation! #socpharm

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You both rock! RT @: @ hat tip to @ #socpharm & I never get tired of @ and @ insights

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Thanks All, my head is spinning. #socpharm

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Thanks all for the great conversation tonight! Great work moderating, @. Have a great week :) #socpharm

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Thank you @. Love the dialog. #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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