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#SocPharm Tweetchat Transcript 3/31/2010

Posted by | 9:00pm on Wednesday, March 31, 2010

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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 work at Siren Interactive and collaborate with pharma cos trying to understand behaviors of hcps & pts in rare disease space. #socpharm

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We’re trying something different today (last Wed of the quarter) having #socpharm at 8 AM est (noon GMT) a more EU friendly time.

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Jonathan Richman here. I work at Bridge Worldwide and write the Dose of Digital blog #socpharm

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I’m web editor for InPharm.com and write its Digital Pharma blog, which covers developments in social media/online in pharma #socpharm

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RT @: Every Wednesday from 8 to 9 pm EST, pharma marketers get together virtually on Twitter to talk. Join the conversationĀ” #socpharm

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Sally Church, run Icarus Consultants a marketing strategy firm & publish Pharma Strategy Blog #socpharm rushing off to client meetings!

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I work at MedThink Communications, looking to stay up-to-date on trends, ideas, and case studies to help clients use digital/SM #socpharm

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Good morning everyone, Joel Selzer, Co-Founder & CEO of Ozmosis, we’re helping pharma build a new model for HCP engagement #socpharm

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I’m a healthcare PR/Comms/Social Media consultant working w/ a pharma/biotech PR agency & clinical trials. #socpharm

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Q1: In my experience I find pharma employees (at least in marketing) are NOT rewarded for trying new things. It’s all abt numbers #socpharm

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Oh yeah, and happy and good morning to all of you today. :) #socpharm

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Q1: Anyone have suggestions for encouraging more experimentation within pharma marketing groups? #socpharm

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@ That’s true. Experimentation isn’t something that pharma likes to do outside of a lab. #socpharm

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@ IMO, experimentation starts with education. There is a certain discomfort in lack of knowledge #socpharm

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I’m a social media specialist in an agency working with pharma/healthcare/fine chemical clients #socpharm

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@ Good point, but I’m finding even digital natives are leery of using interactive tools 4 pharm marketing! Anyone else? #socpharm

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@ A1: suggestion could be ‘Education” first! This is what I think most need. #socpharm

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RT @: @ Good point, but I’m finding even digital natives are leery of using interactive tools 4 pharm marketing! Anyone else? #socpharm

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@ No experience with q1 but have an opinion #socpharm

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@ #socpharm Pharma should experiment true social in unbranded & focus on support and medical com with partners (insurers, HCPs

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Can you share it? RT @: @ No experience with q1 but have an opinion #socpharm

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@ getting muddled w/ following too many hashtags this am! I’m finding clients are quietly asking for help w/ soc med #socpharm

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Experimentation starts w/ personally trying SM tools. Many don’t even have personal experiences yet (at least what I see). Agree? #socpharm

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A1 – results speak louder than words. so try combining education w/ experimentation in a series of small, focused pilots. #socpharm

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@ Education is a requirement, trying unbranded in a step, but a change in mindset is going to be needed. #socpharm

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RT @: A1 – results speak louder than words. so try combining education w/ experimentation in a series of small, focused pilots. #socpharm

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@ I’ve found resistance, not even to social media, but some basic interactive tactics because it hasn’t been done before #socpharm

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@ I agree with @ pharma can best engage using SM by focusing on health info & building comm in disease states #socpharm

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RT @ Education is a requirement, trying unbranded in a step, but a change in mindset is going to be needed. #socpharm

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@ @ Yes, i also agree with your “digital natives” point too. #socpharm

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RT @: A1 – results speak louder than words. so try combining education w/ experimentation in a series of small, focused pilots. #socpharm

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RT @: A1 – results speak louder than words. so try combining education w/ experimentation in a series of small, focused pilots. #socpharm

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@ Agree. All the tools are there to be tried out – in a non-pharma, non-workplace environment if need be. #socpharm

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Q2: Wanted to talk Dosie Awards http://bit.ly/9ccdnA. @ Why did you decide to launch these? Do we need more awards :) #socpharm

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I tend to agree as well RT @ @ @ Yes, i also agree with your “digital natives” point too. #socpharm

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RT @: Q2: Dosie Awards: http://bit.ly/9ccdnA @ Why did you decide to launch? Do we need more awards :) #socpharm

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@ You can always use more awards. Right? From the big list on the wiki ppl have been asking to know which are the best #socpharm

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@ SA Facebook issue was every pharmaco’s nightmare, but it wasn’t set up properly. #socpharm

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@ EXACTLY. Like anything, experiment personally to understand, learn, & dev. Baffles me when they aren’t doing this. #socpharm

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@ def. agree & that is a barrier to adoption. The S-A last week push back progress because of what “could” happen #socpharm

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RT @: @ SA Facebook issue was every pharmaco’s nightmare, but it wasn’t set up properly. #socpharm

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biger strat issue pharm similar 2 early cpg push product vs. LT relationship. Challenged w/time 2 build LT value vs. immed sale/rx #socpharm

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@ Will SA Facebook encourage better planning for next time, or will there not now be a next time do you think? #socpharm

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@ I agree, the Pharma SM Wiki is very impressive & I use it as my go to tool all the time http://bit.ly/2i4jGo #socpharm

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@ Thanks. The trick is figuring out which are the best examples and why. The #DosieAwards are an attempt at that #socpharm

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@ @ is interviewing @ about s-a on April 6th – you can Qs. #socpharm

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@ how much of the reluctance is waiting for the FDA’s social media guidelines #socpharm

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@ The optimistic outlook is better planning. It could have been handled better and prevented all together #socpharm

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@ So you are using the #Dosie Awards as a way to encourage best practices in pharma sm? #socpharm

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@ COMPLETE barrier. We’re in “communications revolution.” 1st time in 500 yrs where commun has changed. Embrace it. :) #socpharm

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S-A caused me to realize that a good old fashioned “crisis” plan needs to be in place that multiple people can execute. #socpharm

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Too much! @ @ how much of the reluctance is waiting for the FDA’s social media guidelines #socpharm

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@ Yes…and to figure out what those are. I’m hoping that there are some common themes that show us what works. #socpharm

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@ @ Important to understand crisis comm even before social media http://bit.ly/aYcNVN #socpharm

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@ It feels more like a convenient excuse. I tend to doubt once guidance comes there will be a flood of pharmcos in SM #socpharm

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@ totally agree! #socpharm

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Here’s a framework for how S-A and others can avoid similar “accountability” problems moving forwardhttp://bit.ly/9nxs3Y #socpharm

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Crisis comm is required to be in business, IMO. SM is ONLY another communication channel in a long line of existing channels #socpharm

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But there is a lot of interest and observation work that will eventually translate into a solid entry #socpharm

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@ Think there will b a next time for SA. @ will b interviewed Tues http://bit.ly/arevmd #socpharm

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RT @: A framework for how S-A and others can avoid similar “accountability” problems moving forward http://bit.ly/9nxs3Y #socpharm

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RT @: @ Think there will b a next time for SA. @ will b interviewedTues: http://bit.ly/arevmd #socpharm

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@ Well said 7 spot on. Some peeps loose sight of some of the ole fashion tactics. They still apply 2 what we do 2 day. #socpharm

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RT @: S-A caused me to realize that a good old fashioned “crisis” plan needs to be in place that multiple people can execute. #socpharm

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@ 1. How many co’s have scaled back crisis comm? 2. most not geared to 2-way, live comm, vs. 1 way #socpharm

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RT @: Heres a framework for how SA and others can avoid “accountability” problems moving forward http://bit.ly/9nxs3Y #socpharm

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@ @ I agree as well, so let’s minimize their ability to hide behind fear #socpharm

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@ I think many crisis comm plans are prolly ole fashion & need to be updated to include how to respond in the SM space. #socpharm

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@ Crisis comm is now part of ongoing customer service function, improve your internal comm processes, be proactive #socpharm

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Anyone seen integration of PR, corp communications & digital agency collaborate on crisis communication plan? #socpharm

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RT @: Anyone seen integration of PR, corp communications & digital agency collaborate on crisis communication plan? #socpharm

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@ agreed. further challenge that it’s not about “brand” and getting peeps to realize that they can’t one-way msg #socpharm

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@ Problem is (in my mind) those w/out digital/sm exp will have challenges in developing such an “updated” crisis plan. #socpharm

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@ not fear as much as the need for planning & well thought out approach-w/ crisis + A LOT of legwork encouragement/education #socpharm

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All players need to be at the table in order to be able to identify issue, create strategic response, get approval & implement #socpharm

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@ Yes. We’re part of this collaboration all the time…just not in pharma. #socpharm

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@ On rare occasions yes but that represents the ideal scenario #socpharm

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RT @: Anyone seen integration of PR, corp communications & digital agency collaborate on crisis communication plan? #socpharm

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@ @ Same. Most examples on this end are outside of pharma. I do have a few but not as many as it should be #socpharm

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RT @: Anyone seen integration of PR, corp communications & digital agency collaborate on crisis communication plan? #socpharm

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@ Bingo! to my earlier point, internal support/collaboration minimal #socpharm

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RT @: have ex of such collaboration, i’ll send it via flying pig courier service! lol Would love to know if u find any #socpharm

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quick poll: will FDA guidance help or hurt SM for Rx/Dx? R peeps on sideline until then? #socpharm

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@ agreed – it definitely takes “A LOT of legwork encouragement/education” #socpharm

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@ having said that, many pharma cos. haven’t had any major crises that started in social media. Offline, yes. #socpharm

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The few sm pharma examples: Motrin moms (I think they caved too quickly) & SA Facebook (didn’t plan, didn’t respond quick enough) #socpharm

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RT @: quick poll: will FDA guidance help or hurt SM for Rx/Dx? R peeps on sideline until then? #socpharm

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@ It depends on what FDA guidance is (which I hope includes 1 click rule) but I think it will help #socpharm

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@ Right and offline response is 1 way , maybe phone call, but clearly less viral #socpharm

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@ Offline comms can easily B taken “online” & there goes viral spreading! Something they need 2 include in crisis plan 2. #socpharm

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@ 1 thing I think pharma forgets is that the resolution to a crisis can be a POSITIVE story that can spread virally too. #socpharm

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@ True. People turn to SM to vent frustrations. Your SM can pay the price for the mistakes of other aspects of the biz #socpharm

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@ March Newsletter now available w/ analysis of FDASM comments http://bit.ly/dpuBaA #socpharm #FDASM

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@ Excellent point, the response or lack thereof is half of it. #socpharm

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Back to awards, if we’re seeing more case study scenarios vs. just creative/executional examples, real learning can take place #socpharm

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RT @: examples: Motrin moms (I think they caved too quickly) & SA Facebook (didn’t plan, didn’t respond quick enough) #socpharm

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@ @ When crisis hits, execs tend 2 dwell on negative. Part of good planning is to turn it into a + if possible. #socpharm

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Thanks to everyone who joined #socpharm for this special morning (at least in the US) edition! Hope to see you at 8 PM est on Wed 4/7.

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@ Thank you, Eileen! #socpharm

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Thanks to @ and all at #socpharm for the chat and Euro-friendly time.

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@ agreed, the more we can demonstrate what works and how to minimize risks, the more we will drive engagement #socpharm

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@ Thanks for hosting. Great job as always! #socpharm

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@ We’ll be doing #socpharm at 8 am EST (noon GMT) on the last Wed of every quarter to reach more people. See you June 30?

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FDA’s Tom Abrams & Julie Zawisza speaking at PRSA Health Academy conf in 2 weeks in Chicago.http://bit.ly/b7N1Wm #socpharm #fdasm

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@ Thanks. Nice job. See you again next week. #socpharm

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Great meeting everyone on #socpharm thanks @

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Reminder for everyone interested in #pharma sm to check out #Dosie Awards: #socpharm” target=”_blank”>http://bit.ly/9ccdnA#socpharm

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@ Thanks for hosting. Great job as always and thanks everyone for a terrific discussion #socpharm

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RT @: @ 1 thing I think pharma forgets is that the resolution to a crisis can be a POSITIVE story that can spread virally too. #socpharm

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Thx to all on the #socpharm chat this morning. Here’s the link for the #Dosie Awards voting http://bit.ly/9wCMCp

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Next #socpharm 8 PM est on Wed 7th_April. I was late this time (lunches in Spain takes to much time :-( )

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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