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#SocPharm Tweetchat Transcript 4/14/2010

Posted by | 4:36pm on Wednesday, April 14, 2010

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Welcome to #socpharm (pharma marketing & social media) chat. Please intro yourself & tell us why you are interested in this topic. 4/14/2010 20:00

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I work for Siren Interactive & work w/pharma companies on therapies for chronic, rare disorders. #socpharm

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I believe we (pharma) can add value to patient’s and caregiver’s lives if we use soc med correctly. #socpharm

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We’ll assume that all tweets are your own (not representing your company) unless otherwise specified. #socpharm

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@ Hello Cheryl! Glad you could join us tonight. #socpharm

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I work for BMS in an eMarketing role. All opinions are my own, not BMS. #socpharm

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@ You can just tag your tweets with #socpharm and then follow that hashtag to see the tweetstream. Make sense?

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@ here, have to think that recall is driven by relevance, creative, emotional-rational benefits, media placement #socpharm

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I do not have a lot of TV exp. but have seen DRTV work well on a brand I worked on.#socpharm

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T1: Heavy TV ad spend doesn’t nec. correlate to high recall: why is that? http://bit.ly/apDUIt Why is that? #socpharm

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@ I agree that all those play a role, large spend just makes it easier for a great ad to resonate. #socpharm

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@ When you say “work well” do you mean in direct response the brand recvd? #socpharm

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much more programming and channels?? used to be 3 major networks and most of America tuned in every night. #socpharm

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T1: from media perspective, relevance of the buy to the target, attentiveness and engagement of the audience in programing #socpharm

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yes, eileen. #socpharm

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Just like “content is king” online, it would appear from this study with what resonated, that good creative was important. #socpharm

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@ re big spend, if the audience is appropriate, you could just buy oprah and have a very impactful buy w/high recall #socpharm

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Wonder how this will translate to ads that run online before TV shows people watch online. #socpharm

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creative more important than message? #socpharm

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T1: Corp profiles where users can “fan” page & add logo is best per this study: http://bit.ly/anqiBj Agree? #socpharm

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@ U need strong creative 2 deliver msg w/emo & ratonal benefit. Most pharma focused on rational spots #socpharm

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Hi All. Frieda Hernandez here joining a bit late and trying to get caught up on #socpharm

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@ agree completely #socpharm

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Sorry that was T2: Corp profiles where users can fan page, add logo is best per this study: http://bit.ly/anqiBj Agree? #socpharm

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surprising that the most engaging content yielded least purchase intent #socpharm

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T2: If you become a fan of a brand you are probably pretty invested to begin with. #socpharm

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fan page w/logo not gonna work for HRT, HIV, “stigma” brands. don’t want my old BF from SRHS knwoing I an on HRT — not that i am #socpharm

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Agree! RT @: surprising that the most engaging content yielded least purchase intent #socpharm

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@ LOL! Of course, pharma has very unique challenges. #socpharm

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coolt to have Apple logo on your profile. Diseases are private matters. Surprised to see FB fan page for WLS option #socpharm

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T2; rt. we’re seeing more & more data suggesting fans add not just media value ($3.60/per fan), but strong referral value also #socpharm

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T2: Newsletters also did pretty well in this study which is targeted content. #socpharm

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T2: conclusion, build loyalty vs acquisition? thoughts? #socpharm

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@ @ recall for Rx products is harder tho. A #tv spot on @ brings name recog but not MOA awareness #socpharm

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@ as we know, sponsored content not ncssrly engaging, it depends on the content, widget is probly most engaging #socpharm

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@ Gardasil was able to combat stigma. I became a “fan” as did thousands of others & associated w/ STD #socpharm

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@ What’s “WLS”? #socpharm

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@ weight loss surgery. Gardasil did great job of getting into pop culture. They removed stigma. Not easy thing to do. #socpharm

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@ agree on widgets; article refers to SC as most engaging tho now that u bring it up,not sure how they came 2 that concl #socpharm

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Good point @ it depends on goal of ur efforts (awareness, purchase, loyalty) This study assumed purchase. #socpharm

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@ I agree that stigma attaches to some conditions (e.g. HIV) but patients with #raredisease tend share a lot online #socpharm 4/14/2010 20:33

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agreed RT Gardasil did great job of getting into pop culture. They removed stigma. Not easy thing to do. #socpharm

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caregivers may be more apt to post logo on FB, as advocates for overcoming the disease. thoughts? #socpharm

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In today’s tell all culture are there any stigmas anymore? Even where diseases are concerned? #socpharm

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@ Gardisil is preventative vaccine so no stigma but some patients with HPV have become advocates for prevention #socpharm

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That’s how Gardasil did it – they focused on advocates for overcoming the disease & motivated community to share. Gr8 approach #socpharm 4/14/2010 20:35

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@ yes! yes! i have participated in rare diseases soc med, very powerful – so, is socmed better suited to rare diseases? #socpharm

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@ great point, care givers can be stonger advocates because of no stigma/privacy #socpharm

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@ yes. HIV, Hep B, very isolating disease, much stigma attached #socpharm

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@ also mental illness very stigmatized #socpharm

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Interesting topic of stigma & care giver advocates Many older pop keep matters private-between family & closest friends- thoughts? #socpharm

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@ We think socmed has a strong role in #raredisease niche because patients and caregivers need support and community #socpharm

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RT @: @ also mental illness very stigmatized #socpharm. Totally agree

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@ Stigmas just as prevalent. Discussing a disease via mass media does NOT translate to talking w/doctor #socpharm

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I’m constantly amazed at what people share online in open forums about their disease & treatments. #socpharm

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Fascinating pt! RT @: Stigmas just as prevalent. Discussing disease via mass media does NOT translate to talking w/dr #socpharm

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RT @: Interesting topic of stigma & care giver advocates Many older pop keep matters private-between family & closest friends- thoughts? #socpharm

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T3: Were you surprised by Pew report on chronic diseases that showed when get online they r v. active in sm? http://bit.ly/9GN66P #socpharm

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@ I do think younger ppl have less inhibitions generally & now growing up w/ socmed creates more oppty 4 exposure #socpharm

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@ agree older gen keeps matters of health private, even from family sometimes. friend’s mom had cancer & never told her. #socpharm

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@ While Gardasil is in pop culture, unconvinced “genital warts” not still a stigma; has it lead to more pap smears? #socpharm

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@ think behavior depends on the medium, typically forums allow for a level of anonymity whereas FB is another story #socpharm

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@ I think people want to help others & share their stories to do so. Especially see that in #raredisorders. #socpharm

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T3, no, challenge is getting on, but once on, really get involved/engaged #socpharm

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RT @: @ Stigmas just as prevalent. Discussing a disease via mass media does NOT transl8 2 talking w/doctor #socpharm

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@ Very true, varying levels of anonymity add to willingness to share. #socpharm

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@ @ yes, i keep my annonimity when talking diseases in forums or blogs. FB doesn’t offer that. #socpharm

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T3: I was slightly surprised at lower levels of Internet access for chronically ill, but then economics plays part. #socpharm

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rare diseases and stigmatized diseases seem most value for soc med. consumers typically more active online 4 health info per MR #socpharm 4/14/2010 20:48

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@ ths is whr sm cn play a key role, provide support, tools, talk points 2 help ppl talk 2 doc & seel thr rt care #socpharm 4/14/2010 20:49

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@ or maybe they are not as engaged. believe MR showed this in their data #socpharm

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@ I’ve never seen full MR report on this, but Pew data is interesting. #socpharm

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@ T3 Yes the digital divide extends to the chronically ill and it’s logical that economic hardship must play a role #socpharm

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@ what is patient pop for #raredisorder ? #socpharm

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@ Definition for #raredisorder is less than 200K Americans have disease per @. #socpharm

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@ @ I think it depends on condition. Pew is mixing hypertension with cancer respondents. Big difference #socpharm

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RT @: @ have close knowledge of gardasil campaign. Win factor IMHO= less de-stigma; more opening convo btw women #socpharm

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MR compare several diseases — chronic, stigma, terminal. chronic least active online. stigma and terminal more active #socpharm

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@ #raredisease is any disorder that affects less than 200k people. There are over 6,000 of them #socpharm

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@ I love Gardisil campaign & think it was empowering for young women. Others tried to make it abt sex rather than health #socpharm

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Thanks again for a lively #socpharm discussion! Let me know if you have any topics for next Wed at 8 pm ET.

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thanks to all, great discussion #socpharm

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@ MR’s segmentation more sophisticated than Pew’s #socpharm

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In all my #socpharm/ blog/comm/msgboard research, I find that more rare or stigma= more engaged groups @ @

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Thanks again @ and #socpharm friends for a great convo! This is always a high point in my week.

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RT @: In all my #socpharm/ blog/comm/msgboard research, I find that more rare or stigma= more engaged groups @ @

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RT @: In all my #socpharm/ blog/comm/msgboard research I find that more rare or stigma= more engaged groups @ @

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@ can you share that research? i have same assumption #socpharm

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@ once they find others like themselves, they now can open up and connect, true community and social conncetion #socpharm

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@ @ vs. My previous tweet: more common health issues have broader but less deep/ personal convo #socpharm

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@ I think having mass media exposure & convos about disease helps decrease stigma. #socpharm

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@ agree…decreases stigma, but lots remains…we have our work cut out for us still #socpharm

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RT @: Must Read! #NiemannPickTypeC A local family fights a #raredisease & seemingly insurmountable odds http://ow.ly/1wJWT #socpharm

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@ Absolutely! But think how far we have come from the days when Betty Ford first talked openly about breast cancer. #socpharm 4/14/2010 21:08

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@ no it’s proprietary + customized 4 clients RT @ @ can u share yr research? i have same assumption #socpharm 4/14/2010 21:18

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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