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#SocPharm Tweetchat Transcript 4/20/2011

Posted by | 11:11pm on Wednesday, April 20, 2011

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Hello & 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’m Eileen from Siren Interactive, we work w/ #raredisease therapies. Fascinated by using sm in #pharma. #socpharm

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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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T1 Many Drs Adopting iPads, but Drugmakers’ Apps Remain Unpopular http://bit.ly/g15dUc Do you agree w/this survey? If so why? #socpharm

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RT @: It loks like twitter search is runnign about 3 minutes behind – Hang on for a wild ride. #socpharm

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RT @: @ Hi this is Sarika from MphasiS. Interested in understanding more abt sm from Phrma perspective #socpharm

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@ Hi Sarika thanks for joining. Be sure to put #socpharm in all your tweets. Then follow the #socpharm tweetstream.

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T1 27% own iPads and 23-28% like e-detailing? sounds like correlation? #socpharm

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@ Hi Tony! Maybe they aren’t doing them on tablets or using apps? That didn’t make sense to me either #socpharm

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T1: Should pharma create own apps or partner with others? I lean towards partner w/trusted associations camp. #socpharm

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@ i took it to mean that a certain percentage are more tech comfortable (23, 27, 28)? or did it mean 23-28% of the 28% #socpharm

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T1: the oncologists I’ve seen who don’t have an ipad want to play with it rather than be e-detailed #socpharm

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@ Unclear. Bigger article on it here: http://bit.ly/hRoKhc #socpharm

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@ Hi Sally. LOL! #socpharm

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@ Hello everyone, I’m here, sporadically! #socpharm

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@ @ @ What do you think about pharma creating apps? Or should they partner? #socpharm

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@ at #socpharm we’re talking about physicians using iPads & pharma mobile apps. Do you use either?

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T1: RT @ i agree being technology comfortable could definitily be a reason. #socpharm

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@ @ @ pharma apps are mostly perceived like an promo program, seen as biased in many cases #socpharm

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@ um, depends? #socpharm

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@ So pharma might as well spend money on an add then? #socpharm

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sorry meant “ad” #socpharm

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@ Personally I think it’s money down the drain unless they become a trusted source #socpharm

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@ Interesting. Does everyone think patients view pharma apps in the same way as biased ads? Even if value provided? #socpharm

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@ @ @ In my oopinion apps are much more than promo.#socpharm

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@ @ @ totally agree, but they are often perceived as promo #socpharm

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@ @ @ It really does vary from apps to apps. Why apps ? is failry well understood now than before #socpharm

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RT @: @ yes – http://www.schedgehog.com & book http://www.searchialmarketing.com which covers subject in detail #socpharm

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@ @ apples and oranges, an app serves a different purpose than an ad #socpharm #socpharm

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Hi every1 I’m Caryn & I work w/ @ at Siren Interactive. Interested in learning more about social media and marketing #socpharm

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@ @ I think it just depends on whether the app truly adds value – unique value #socpharm

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@ good point. For other interactive tools patients especially are happy to accept from pharma if true value is provided. #socpharm

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@ @ @ highlights importance of CRM. relationship needs to be developed. #socpharm

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T2: SM Savvy is Must Have During Crisis http://bit.ly/ewyW8g Gr8 @ post Agree pharma needs sm platform in which 2 respond? #socpharm

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@ Is part of why @ already has established sm platforms & relationships to handle potential crsis? #socpharm

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@ sorry, had to put kids to bed #socpharm

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@ in the event of a crisis, we would communicate through all appropriate channels. could include blog, twitter, etc #socpharm

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Much more important! RT @: @ sorry, had to put kids to bed #socpharm

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@ Nice! & over time you’ve established following & relationships thro these sm channels. @ doing #sm right #socpharm

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Yes, think @ post shows one key aspect RT @: @ question for #socpharm: Is social listening useful for pharma?

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@ @ communication is key in any crisis situation regardless of industry/field. sm reaches people quickly #socpharm

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@ pharma can use sm to listen for insights (as well as crisis), use for market research as well as ongoing communications #socpharm

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@ It’s just that much harder in #pharma because we are so afraid of using sm. #socpharm

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@ where/why do you think there is fear of using sm in #pharma? #socpharm

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@ yes, social listening is useful for pharma, as is engagement. information isn’t a bad thing. #socpharm

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RT @: T2: SM Savvy is Must Have During Crisis http://bit.ly/ewyW8g Gr8 @ post Agree pharma needs sm platform in which 2 respond? #socpharm

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i think any sort of crisis control would come from a corp property #socpharm #socpharm

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@ Interesting point. Should a brand ever address a crisis using sm? #socpharm

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and it seems like most pharma cos are fairly comfortable using social media for corporate comms #socpharm #socpharm

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@ They are getting there…. :) #socpharm

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Some are afraid of SM, but most don’t know what to do with it #socpharm

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@ there’s a soc media pharma chat right now at #socpharm go take a look, lots of ppl you’ll want to know

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@ Hello Shareef! @ And Stefany! #socpharm

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@ good q. think it depends whether the brand is in the social space, if so then theres an expectation #socpharm #socpharm

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audience RT @ @ yes, social listening is useful for pharma, as is engagement. information isn’t a bad thing. #socpharm

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@ Think pharma is afraid (as most large conservative companies are) of sm because it’s new & uncontrollable. #socpharm

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@ @ as in ‘get to know your audience by ‘listening’, reading, knowing #socpharm

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@ some in pharma use fear of being inundated w/ adverse events as excuse. Plus, px meds are serious. #socpharm

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RT @: @ hey there, last minute tuning in to the chat–mom-caregiver-advocate #socpharm

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@ So if brand (as well as corp comm) have built sm relationships & presence they should also use for crisis communications? #socpharm

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In last few minutes, anyone have anything particularly interesting they’ve read lately? Doesn’t even have to be #pharma related :) #socpharm

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@ @ So how can pharma deal with teh fear of collecting adverse events through social listening #socpharm

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@ But, in theory, they should want to learn about Adverse Events. And they already have process in place. #socpharm

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@ Use existing process for AEs. MANY pharma companies are listening successfully. #socpharm

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RT @: @ if you open up a page to posting / sharing you’re bound to get them #socpharm

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Catching part of the #socpharm chat. Will have to join from the start next week! Some great insights. #hcsm #sm

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@ AstraZeneca is in all SM arenas: facebook,twitter& blog by @ so it’s not that ‘scary’ just legal boudaries #socpharm

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@ @ i think thats the most important question. ignoring/avoiding sm is NOT answer, communication is #socpharm

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@ remember hearing from Marc that I think in 3 years @ hasn’t gotten any AEs via Twitter. #socpharm

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Remember to add #socpharm to tweets :) RT @: @ and the AEs would be hard to validate

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@ basically social media is a free for all w DTC for pharma until the FDA states guidelines #socpharm

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RT @: @ but especially with ADHD drugs like what i work with, theres a lot of worry #socpharm

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@ yeah i think there is an expectation you’ll address critical matters pertaining to the brand via the space if in it #socpharm

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#socpharm

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Time’s up! That flew by. Join us next Wed at 8 pm EST when @ will b guest moderating. Sure he’ll have some gr8 questions. #socpharm

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Thanks everyone for joining in #socpharm tonight. I’ll post the link to the transcript.

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@ well you just don’t give medical advice in public SM forum #socpharm it’s fine line

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@ @ true #socpharm

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@ thanks Eileen this is always a fast paced chat w a lot of info for all parties curious! #socpharm

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RT @: @ fascinating read http://hbr.org/2011/01/managing-yourself-stop-holding-yourself-back/ar/1 #socpharm

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@ Some feel like they have to respond, especially if the FDA begins to police #socpharm

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@ Look forward to you joining us next week for #socpharm. We’re here every

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@ all pharma cos should have policy in place,even doctors,lawyers..no advice on SM should be key to legal protection #socpharm

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RT @: Fabulous 5 steps for community engagement using social media http://bit.ly/ejfvA9 #fdasm #socpharm #epharma

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Caught the end of tonights #socpharm chat, tons of interesting info. Big thanks to @. We’ll be sure to jump in 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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