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#SocPharm Tweetchat Transcript 3/7/2012

Posted by | 11:50pm on Wednesday, March 7, 2012

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Welcome to the #biopharma marketing & sm tweetchat #socpharm. Please say hello!

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Looking forward to sharing some insights about #pharma implication for FD timeline on #socpharm tweetchat soon! #hcsm #fdasm #hcmktg

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Your tweets will be considered your personal opinions and not that of your employer or clients #socpharm

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Greetings from Michael Spitz, VP of Engagement and Strategy at Ignite Health in NYC #socpharm

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RT @: : Your tweets will be considered your personal opinions and not that of your employer or clients #socpharm

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@: @: Welcome! #socpharm

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Looking forward to it RT @: @ we’re going to talk abt social media for clinical trial recruitment during #socpharm

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Hello hello… @: : Welcome to the #biopharma marketing & sm tweetchat #socpharm. Please say hello!

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Good evening, #socpharm, Dana Webster here from Avant Healthcare Marketing

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Janet from Chicago where it is very windy tonight 25+ years hc call center including telephone based CT screening and recruitment #socpharm

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My tweets may b delayed-I’m on iPad in my car in garage at Pfizer! I ducked out of amazing Healthcare Businesswomens Assoc event #socpharm

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Don’t you just love mobile tech @: ? #socpharm

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I’m in a friend’s living room drinking wine, so my tweets might be delayed, too #socpharm

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@ Hope someone tweets the #HBA event #socpharm

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T1: did you see Misbehaving drugmakers could lose patent rights http://t.co/AVSNsI8H Deserved? Feasible? #socpharm

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Too good not to RT @: : I’m in a friend’s living room drinking wine, so my tweets might be delayed, too #socpharm

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Good evening #socpharm! Interested to hear the chat tonight!

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@: LOL – Sounds like you might have more fun :) #socpharm

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If fines don’t work then an alternative sort of persuasion should be found, loss of patent rights dissuades R&D #socpharm

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Pharma invests tens, hundreds of millions into drug development #socpharm

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T1:Taking away patent rights slippery slope. Why not freeze out of medicare/medicaid for 5 years #socpharm

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has anyone has success hosting a Tweetup at a pharma conference? #socpharm what made it a success?

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The Rise of Social Business: Broader than Facebook, Twitter, LinkedIn, Google+ Combined | http://t.co/c3KO7MGu #socbiz #HITsm #socpharm

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@: of course I did :) check #hba. It was Dr Freda Lewis-Hall in great panel #socpharm

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Good idea: RT @: : T1:Taking away patent rights slippery slope. Why not freeze out of medicare/medicaid for 5 years #socpharm

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Core pharma problems should be addressed instead of disciplining them for individual infractions #socpharm

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Have there been recent cases of blatant misbehaving to warrant this HHS statement? #socpharm

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Opening up lines of communication between pharma, physicians, and the patients served is the right direction #socpharm

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@: tweetups are usually in person meetings (at a bar) of twitter folks which have happened at a bunch of conferences #socpharm

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Pharma problems also cover the gamut from quality control issues to communications, so generalizing penalties is ineffective #socpharm

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@: tried live #socpharm tweetchat at one conference which wasn’t very effective – too hard for people not in the room.

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Harsh penalties also perpetuates entrenched anti-pharma attitudes and pharma defensiveness; we need a new model #socpharm

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RT @: : Pharma problems also cover quality control issues to communications, so generalizing penalties is ineffective #socpharm

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RT @: : I know about CIA agreements for AZ, Lilly, Pfizer (lived through one in alliance), just don’t recall any since 2009 #socpharm

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RT @: : Hall: “hallucinatory leadership” you can see it but no one else can! #HBA #SocPharm

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@: think it’s just general issues with extremely large fines being paid but not seeming to change behavior #socpharm

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Big industry will always have issues and challenges; addressing them through transparency and honesty is the key #socpharm

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Social media enables direct communication and transparency in an unprecdented way, and pharma is making inroads #socpharm

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@ that is what I was thinking. Seems most companies have straightened up quite a bit lately #socpharm

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@ behavior changes when fines affect bottom line. If only bump in road, seen as a “marketing expense” #socpharm

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Any other thoughts on this topic? Agree that current model clearly not working so thought this was interesting. #SocPharm

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@: New model should be found through openness and communication, not harsh penalties and pushback #socpharm

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Positive reinforcement often works best — for both indivduals and companies #socpharm

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At #HBA event 2night Nancy Santilli VP at Endo said “help the patients & the rest will follow” Need more Pharma leaders like her. #socpharm

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RT @: : @: New model should be found through openness and communication, not harsh penalties and pushback #socpharm

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T2: Facebook Timelines for Brands & Implications for Pharma http://t.co/HcpPKapM. What do u think? #socpharm

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Here’s the Facebook Timeline for #Pharma POV in a nice format, using LIVESTRONG example: http://t.co/2f5P8vLW #socpharm

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Google connects websites with websites, but Facebook connects people with people — and now people with brands #socpharm

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Corporations are legally individuals — and now Facebook treats brands like people, too — literally #socpharm

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Brilliant idea emulating the same “Timeline” chronology for brands — adds dimensionality to the brand conversation #socpharm

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Experiment with existing Brand Timelines, such as Coca-Cola and Starbucks #socpharm

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@: looks like new timeline makes it difficult for Pharma brands who might want to use FB pages to engage #SocPharm

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Yes, #pharma will have its challenges for using Facebook Timelines — but as shown there’s a path forward #socpharm

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For starters, “White Listing” WILL be allowed for branded content, essentially shutting down commenting and “Likes” #socpharm

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@ Have to learn more about it, but at first glace more engaging than old interface. Ups the game for marketers #socpharm

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“White Listing” eliminates pharma exposure to user generated comments and most freind-generated custom content #socpharm

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@: Yes, Facebook Timelines adds dimensionality and engagement to brand marketing #socpharm

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But with every advance in social media #pharma needs to take stock and ensure compliance for both branded and unbranded content #socpharm

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The good news is most pharma initiatives are “unbranded” in the sense of providing educational and corporate resource info #socpharm

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@: is this a change from existing FB policy? #socpharm

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Grandfathered “White Listing” has existed for Facebook brand pages, but now with Timelines new brands can also apply #socpharm

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RT @: : Here’s the Facebook Timeline for #Pharma POV in a nice format, using LIVESTRONG example: http://t.co/2f5P8vLW #socpharm

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Facebook famously “opened up” their Walls recently, but with the new Timeline Brand Pages will again enable “White Listing” #socpharm

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Another potential issue is fair balance: The “Cover Photo” area is optimally positioned as static and above the fold… #socpharm

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But Facebook will NOT allow any text or promotional info to appear on Cover Photos, so that area can’t be used for ISI #socpharm

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Does anyone have an example of a #pharma brand FB page that’s effectively using it for engagement? #SocPharm

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As far as I know no pharma brands have officially migrated to the new Facebook Timeline Brand Page format #socpharm

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Good point! RT@SpitzStrategy: FB/FB: The “Cover Photo” area is optimally positioned as static and above the fold… #socpharm

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But check out LIVESTRONG for a neat example of how an advocacy group handles engagement #socpharm

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@: What is “White listing”? #socpharm

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I personally struggle with feeling more engaged through the timeline concept on FB (my personal experience) #socpharm

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@: “White Listing” is special treatment Facebook offers pharma companies to shut down comments & likes on Brand Pages #socpharm

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By qualifying for “White Listing” pharma companies can eliminate the risk engendered by user generated content #socpharm

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@: I figured, but glad I confirmed. Thanks :) #socpharm

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The good news is risk is reduced or eliminated — but at cost of lower engagement levels, loss of interactivity & personalization #socpharm

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@: How does one “qualify”? #socpharm

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@: are there any currently interacting on FB? I only know Lunesta, Restalyne, Latisse – all static ads pretty much #SocPharm

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@: I never knew that — facebook doesn’t seem to make that apparent #socpharm

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@: Companies “qualify” for White Listing (shutting comments & likes) by proving content is branded and working through FB #socpharm

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T2: any other thought on Facebook? #socpharm

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Facebook Timeline migration is exciting, but has challenges, especially the presentation of fair balance info #socpharm

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@: Thank you (not information I was aware of) #socpharm

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MT @: “White Listing” is special treatment Facebook offers #pharma to shut down comments & likes on Brand Pages #socpharm

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The important thing is to BE RESPONSIBLE when working with clients; know the regulatory environment, know Facebook #socpharm

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@: it’s one of those dark secrets! Google has similar Pharma-only exceptions that you can only get via working with a rep #socpharm

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Facebook has 850 users — hard to create exceptions for industries, but “White Listing” is a special proviso for regulated content #socpharm

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Meant 850 MILLION users, of course #socpharm

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MT @: its one of dark secrets! Google has similar Pharma-only exceptions that you can only get via working with a rep #socpharm

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Another important thing to note is that tabbed subpages on Timelines can be formatted uniquely — take a look at Coca-Cola #socpharm

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@ Oh the things you learn in a tweetchat! :) #socpharm

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@: Timeline is way more visual — it favors pages with frequently posted visuals #socpharm

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Won’t pharma eventually have to transition to the new timeline look? #socpharm

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Administrators of Brand Page Timelines will also be able to control those posted visuals, @: #socpharm

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T3: Anecdotal evidence suggests clinical trial recruitment via sm is effective. Is this the future? http://t.co/qdg8sBbB #socpharm

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@: Yes, pharma needs to migrate — but the question is if it will be able to #socpharm

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@: Thank you. I’ve converted to timeline for my personal page, but I don’t feel it’s altered my personal user experience #socpharm

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@: Recruiting — maybe. Conducting. I think there are some potential concerns despite early successes. #socpharm

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@: I think the Timeline UX is truly revolutionary — and only the beginning of the next phase in social #socpharm

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@: ah, Google AdWords always blocks ads and keywords that use drug or pharmaceutical. Pharma gets approved. #socpharm

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@: yes everyone will eventually have to transition to timeline look but we’ll have several months before being forced. #socpharm

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Social media makes all the sense in the world for clinical trial recruitment — they are just scratching the surface now #socpharm

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@: I think its like old facebook meets new pinterest #socpharm

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@: I’d love to pick your brain sometime. Just like Google+, the allure hasn’t quite hit me #socpharm

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@: They paid significant fines. I think they are scared. #socpharm

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@: Exactly right, Pinterest has already greatly influenced the User Experience (UX) throughout the web #socpharm

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I also see big advantages of using SM in clinical trials. Opportunity to reach pts who’d never know trials being conducted #socpharm

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@: G+ is a dud, but the Timeline format isn’t — let’s chat! #socpharm

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@: Sadly, pinterest is having its own issues with copyrights. #socpharm

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SM is only one tactic for recruiting. Most subjects enroll in #clinicaltrials because of relationship with provider #socpharm

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Patients are already using social media to communicate with each other, so why not recruit through that same channel already used? #socpharm

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@: We agree that Google+ is a dud. Would love to chat! #socpharm

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@: Not sure its a dud. Its SEO advantages make it valuable. #socpharm

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@: Pinterest will be eaten up or vanish — its legacy will be influencing the UX of big, entrenched platforms like FB #socpharm

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@: @: there’s a mandatory switch on March 30th. http://t.co/1cFtpe2b #socpharm

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T3: As somone w/a rare disease, SM has connected me w/ppl I’d never meet locally #socpharm

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@: G+ is a dud compared to FB, but improvement over Buzz and Orkut, of course #socpharm

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@: True, but most #clinicaltrials need wider audience than sm can provide #socpharm

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I’ve seen success with using sm to recruit for trial esp for rare populations. See #SCAD story http://t.co/yqEVbpqV #socpharm

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@: perhaps it depends on the trial participants – look at the Pfizer virtual trial – the demographic may play a role? #socpharm

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@: It’s do or die on March 30 for all Brand Pages on Facebook — adopt Timeline or leave #socpharm

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@: Of course. I am thinking of getting on G+ primarily coz of SEO advantages. #socpharm

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@: Cool! #socpharm

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@: Google also allows Pharma exception regarding URL in PPC ad being different than destination. Allows us to redirect #SocPharm

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@: IRBs are having to deal with this issue now (advertising and promotion). Often confused. #socpharm

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@: Absolutely! Audience is key! But as patients slowly become Digital Natives, social media recruitment becomes > viable #socpharm

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SEO is only reason it’s in our mktg plan @: …getting on G+ primarily coz of SEO advantages. #socpharm

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Google is trying to force feed search/social integration — and so far it’s NOT working #socpharm

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@: Anyone know what the current percentage of US popullation is a SM regular? (not including FB) #socpharm

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RT @: : Seen success with using sm to recruit for trial esp for rare populations. See #SCAD story http://t.co/LzShoNFI #socpharm

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RT @: : Seen success with using sm to recruit for trial esp for rare populations. See #SCAD story http://t.co/q3qHbUJ1 #socpharm

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@: Agreed. Its forced, unnatural. yet, I know what side my bread is buttered on. I better get on there. #socpharm

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@: Recent Pew reports are eye-openers in terms of social media adoption rates, I’ll share link in a few #socpharm

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@: G+ will have to be a channel. Not a destination. #socpharm

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@: FB has told Pharma we’ll have more time. #SocPharm

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Also patientslikeme for #ALS @: : I’ve seen success with using sm to recruit for trial #SCAD #socpharm

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Agree rare diseases have great potential for capitalizing on social media to recruit for trials (ex: adult stem cell transplants) #socpharm

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@: G+ should definitely be an experience, but what’s the right connection with search, eCommerce, health? #socpharm

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@: I’m learning a lot through #socpharm

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@: Pew Research always has good data. Try their site #socpharm

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@: Has FB extended the March 30 deadline for pharma migration to Brand Page Timelines? #socpharm

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http://t.co/uCIyF3Mr @: #socpharm

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@: Will have to look closer. Thanks. #socpharm

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@: Social media is VERY tricky for both patients and physicians, who use it for very different reasons #socpharm

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@: so glad to hear! That’s what it’s all about – sharing ideas & knowledge so we all get smarter. #socpharm

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SM still can’t replace Traditional media for #clinicaltrial recruitment. Still large part of population not represented on sm. #socpharm

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Even more complicated is what pharma’s role should be in social media, and how existing channels such as FB should be used #socpharm

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@: Agree! Crawl before you walk for social media and clinical trial recruitment — but now is time to experiment & start #socpharm

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MT @: : SM cant replace trad media for clintrial recruitment. Still large part of population not represented on sm. #socpharm

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@: At Digital Health Coalition event last month FB rep announced date for brand timeline & Pharma would have more time #SocPharm

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RT @: : Here’s the Facebook Timeline for #Pharma POV in a nice format, using LIVESTRONG example: http://t.co/2f5P8vLW #socpharm

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Social media is an amazingly powerful tool — but primarily for those already adopting and engaging with others through it #socpharm

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Yes! MT @: @: Agree! Crawl before you walk for sm and #clinicaltrial recruitment but now is time to start #socpharm

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@: : Our Facebook rep told us that March 30 would be the deadline for all Brand Pages to switch to Timeline #socpharm

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Did pharma struggle with broadcast media when they first started? Was there fear of TV ads? Was there guidance? Or gung-ho? #socpharm

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@: Pharma communications much less regulated in the early days of broadcast/TV #socpharm

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@: tx for news – I’ll be double checking that tomorrow! #SocPharm

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@: It was the wild west. Few rules, but few enforcements. #socpharm

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Takeaway here is reach out directly to Facebook if you’re involved in design or implementation of Brand Pages for pharma #socpharm

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MT @: : Takeaway: reach out directly 2 Facebook if youre involved in design or implementation of Brand Pages for pharma #socpharm

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Another problem with legacy pharma brand pages is after migration to Timeline default landing page Walls will be largely barren #socpharm

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Great question MT @: Did pharma struggle with broadcast media when they first started? #socpharm

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@: but is it the increase in regs or decrease in common sense that now prevails? Socmed isn’t hard, but needs j/ment #socpharm

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@: yeah but those darn regulators caught up :) #socpharm

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Facebook Timeline Brand Pages require design and content management expertise to optimize and master #socpharm

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@: Let’s not forget that DTC advertising does not even exist in Europe and much of the world #socpharm

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@: By creating “static” pages, FB defeats the interaction portion. Without interaction why would pts. come to site? #socpharm

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@: Increase in paranoia, distrust, and confusion, unfortunately #socpharm

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@: Sole exception = New Zealand #socpharm

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Exactly right! MT @: : By creating “static” pages, FB defeats interaction portion. Without why would pts. come to site? #socpharm

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@: and multi billions in fines, civil, administrative, criminal penalties. #socpharm

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Thanks to all for another great chat. Plse note that #SocPharm chat will be moving from weekly to the first ddwebster: Good night, all #socpharm

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Thanks to @: for being the tweetchat hostess with the mostess! #socpharm

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@: @: Gosh, NZ has DTC ads? Learning lots tonight! #socpharm

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If anyone has further questions about Facebook Timeline Brand Pages for #pharma, let me know #socpharm

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@: Hope you can make it to the next #rxcom in 2 weeks (Mondays at 9pm EST) #socpharm

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@ Thanks Eileen for hosting another great tweetchat! #socpharm

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Be sure to join us on Wed April 4 at 8 pm EST when Rob Halper from @ will be guest moderator #socpharm

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Thanks everyone – I’ll post #SocPharm transcript tomorrow.

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@: Thanks Eileen!! #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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