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#SocPharm Tweetchat Transcript 4/21/2010

Posted by | 4:36pm on Wednesday, April 21, 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. 4/21/2010 19:01

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I work at Siren Interactive & we do relationship marketing for rare disorder therapies. Fascinated by changing world of marketing #socpharm

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Mark Dimor Applying principles of MD learning and med ed across the evolving spectrum of med communication & promotion #socpharm

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Kathy Mackey, former pharma always interested in trends, niche marketer for entrepreneurial health groups #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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Healthcare strategy at IMRE. On a mission re: the 4 P’s of healthcare ;-) #socpharm

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@ @ Hi Mark & Kathy, welcome to #socpharm.

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RT @: @ I want to discuss UnEmpowered patients sometime. Theyre a much larger population. #socpharm

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Interested in learning how others apply strategies to this tactic as opposed to being tactically centered #socpharm

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T1 Fascinating study What Motivates the Empowered Patient: http://bit.ly/9a2rAN. First, how do you define an empowered patient? #socpharm

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@ Yes, people forget social media is a tactic, it’s a set of tools NOT a marketing strategy in & of itself! #socpharm

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T1: Patients armed and ready to fire away at healthcare ;-) #socpharm

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Hi all. T1 seeking information and knowledge to take control own health #socpharm

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An empowered patient is someone who has a HC problem they are seeking a solution to and have the ability&tools to find solutions #socpharm

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T1: Also not willing to settle for the first answer they get, bold and powerful advocates for their own care. #socpharm

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T1: I think the key is they are taking action with the knowledge, they are being proactive #socpharm

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I think an empowerd patient may not have received a diagnosis and may be searching for answers #socpharm

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I prescribe to Malcolm Knowles who says at the core of the human condition is solving problems. #socpharm

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Loved your post on 4Ps @ http://bit.ly/9DVVvr #socpharm

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T1: Empowered patient has enough confidence to question docs & assume their own power/responsibility for tx decisions. #socpharm

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BIG thank you! RT @: Loved your post on 4Ps @ http://bit.ly/9DVVvr #socpharm

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I think we are describing the actions the empowered patients not the motivation or behavior. That is key why is one motivated #socpharm

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@ I like that “advocates of own care”. People are too worried that doc will be insulted if they get a 2nd opinion. #socpharm

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@ Motivated by dissatisfaction, frustration, wanting more info than they’re getting from traditional sources. #socpharm

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what motivates the patient to be what we are saying? Can we take a < empowered patient and make them > empowered #socpharm 4/21/2010 19:16

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Some serious conditions require 2nd opinions via insurance company blessings. Don’t think that is an issue #socpharm 4/21/2010 19:16

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T1 An empowered patient is a “learner” and always questioning-confident to question &speak up for themselves and their family….#socpharm 4/21/2010 19:17

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@ The best docs are not afraid of patients who seek second opinions. #socpharm 4/21/2010 19:17

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This study describes what motivates empowered pts http://bit.ly/9a2rAN. It’s personality traits. #socpharm 4/21/2010 19:17

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@ But it’s amazing how many patients are afraid that their doc will feel insulted. #socpharm 4/21/2010 19:18

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IMO empowered patients can be afraid and not confident of results & treatment they are receiving. #socpharm 4/21/2010 19:18

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@ we have to provide the environment, resources and tools to help them move out of their comfort zone #socpharm 4/21/2010 19:19

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@ I know…it’s the doc-god syndrome ;-) #socpharm 4/21/2010 19:19

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RT @ T1 An empowered patient is a “learner” & always questions-confident to question &speak up for themselves & family #socpharm 4/21/2010 19:19

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RT @: @ The best docs are not afraid of patients who seek second opinions. #socpharm 4/21/2010 19:19

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why are so many Dr’s insulted? RT @: @ The best docs are not afraid of patients who seek second opinions. #socpharm 4/21/2010 19:19

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@ I liked how that study said the empowered patients are the best influencers of the unempowered ones. #socpharm 4/21/2010 19:20

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@ Agree, and then this fear can motivate them to take action? #socpharm 4/21/2010 19:20

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@ that is a great example “a learner” seeking solutions #socpharm 4/21/2010 19:20

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@ They are arrogant and territorial, IMO. #socpharm 4/21/2010 19:20

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Study found education, income didn’t impact whether a patient was empowered, it was whether certain personality traits. #socpharm 4/21/2010 19:21

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In this study it is interesting that the patients were chronic. Do you get ill and become empowered. #socpharm 4/21/2010 19:21

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@ @ Or a seeker, learning about solutions. #socpharm 4/21/2010 19:22

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@ Don’t think doctors are insulted, it’s the patients who are worried about how their doc will take it. #socpharm 4/21/2010 19:22

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Forced to, if you ask me. RT @: Do you get ill and become empowered. #socpharm 4/21/2010 19:23

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gd read RT @: ths study describes wht motivates empowered pts http://bit.ly/9a2rAN. It’s personality traits #socpharm #epatients 4/21/2010 19:23

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Interesting what happens to patients when they become chronic if they do not develop a trusting relationship with a physician #socpharm 4/21/2010 19:23

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@ @ Some docs actually ARE insulted. #socpharm 4/21/2010 19:23

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#socpharm There was something in that preso tho, which my friend brought up at DTC, that bothered her and me .. 4/21/2010 19:23

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If we are going to reduce patients HC footprint and improve outcomes empowerment cant wait until chronic illness or can it #socpharm 4/21/2010 19:24

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Many patients R 2 uncomfortable 2 question. Many dont know whr else 2 seek qualified info. #socpharm 4/21/2010 19:24

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yes agree, but there r still some dr’s who think they r god and shouldn’t be questioned esp some of the specialists @: #socpharm 4/21/2010 19:25

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@ No it can’t. Empowerment starts with prevention. Seriously. Empower your health. #socpharm 4/21/2010 19:25

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T1 1 thing not in discussions on empowered patients: “feeling” versus “being” empowered. #socpharm 4/21/2010 19:25

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Especially serious chronic illness RT @: Forced to, if you ask me. RT @: Do you get ill and become empowered. #socpharm 4/21/2010 19:25

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In the HC reform there is a provision where small businesses get credits for improving outcomes… reason to empower patients #socpharm 4/21/2010 19:26

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Need both. RT @: T1 1 thing not in discussions on empowered patients: “feeling” versus “being” empowered. #socpharm 4/21/2010 19:26

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@ Bingo. But there are four combination (beyond this particular chat) which need to be explored. #socpharm 4/21/2010 19:27

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Like that…empowerment starts w prevention….RT @: @ Empower your health. #socpharm 4/21/2010 19:27

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@ Yup. Transition to wellness and prevention. #socpharm 4/21/2010 19:28

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feeling, being, needing to be empowered. What is more durable and may produce better outcomes? #socpharm 4/21/2010 19:28

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@ I see you work on “how physicians learn in clinical practice”. Can u share an insight about this with us? #socpharm 4/21/2010 19:28

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Maslow wld say that SM-connections, support, etc-cn help bridge the fear between a health event & the need 4 self-esteem/knowledge #socpharm 4/21/2010 19:29

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@ Feeling and Being need to be together. But: when they’re not, those are huge opportunities. This is often overlooked. #socpharm 4/21/2010 19:29

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How abt doing!! :-) RT @: feeling, being, needing to be empowered. What is more durable and may produce better outcomes? #socpharm 4/21/2010 19:30

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Sounds like “being” is behavior? Taking action? #socpharm 4/21/2010 19:31

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How physicians learn in 140 clicks is hard. On my web site is a white paper. Also the work of HB Slotnick is key www.bioc.net #socpharm 4/21/2010 19:31

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#socpharm … it’s basically a confirmation of the Bell curve. The assertion that you can ‘move’ people to the cognitive group is unfounded. 4/21/2010 19:32

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Feeling will prompt action 2 ways, encouragement and reinforcement #socpharm 4/21/2010 19:32

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Important trends – the more education a patient has on treatments & conditions, the easier the medical relationships will become #socpharm 4/21/2010 19:33

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Constructivism is the concept that I subscribe to. It is where the learner comes in with experiences is you know those then the #socpharm 4/21/2010 19:33

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@ Agreed! Will check out white paper. #socpharm 4/21/2010 19:33

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What she said :-> RT @: How abt doing!! :-) #socpharm 4/21/2010 19:34

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@ How did audience at #DTC conference respond to this study? #socpharm 4/21/2010 19:34

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@ Can’t guarantee move, but can help put them in a position to explore and be not as afraid to learn #socpharm 4/21/2010 19:34

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Caregivers can play a huge role in empowerment especially for their children and parents #socpharm 4/21/2010 19:35

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and you overlay new experiences based on problems the learner wants to solve. The learner reflects on the past experiences and #socpharm 4/21/2010 19:35

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T2: Brand “Virtue” Influences Consumers: http://bit.ly/d6Sjmr Has anyone seen this in action in pharma? #socpharm 4/21/2010 19:35

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includes the new experiences creating new knowledge. The key is to get the learner to apply that in real world to make it durable #socpharm 4/21/2010 19:36

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T1 [+F+B=Empowerment] [-F+B=Potential E] [+F-B=Misinformed] [-F-B=UnEmpowered] (F/B=Feeling/Being Empowered) #socpharm 4/21/2010 19:37

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RT @: Important trends – the more education a pt has on treatmnts & conditns, the easier the med relationships will become #socpharm 4/21/2010 19:37

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@ I don’t like math ;-) #socpharm 4/21/2010 19:37

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And this looks like new math. RT @: @ I don’t like math ;-) #socpharm 4/21/2010 19:38

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I’m sorry, I guess I get impatient with intellectualizing all of this. I’m with @…how about just doing? #socpharm 4/21/2010 19:38

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LOL me either. RT @: @ I don’t like math ;-) #socpharm 4/21/2010 19:38

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@ the unempowered patient is too afraid to explore/challenge, they are too frozen to do! they need outside help #socpharm 4/21/2010 19:40

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Wondering what type of patient the uninsured who will soon gain access to medical care will be? #socpharm 4/21/2010 19:40

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T2: Brand “Virtue” – We need more of it in pharma #socpharm 4/21/2010 19:41

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Fascinating question. RT @: Wondering what type of patient the uninsured who will soon gain access to medical care will b? #socpharm 4/21/2010 19:41

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@ No dispute there re: outside help. Do you think they are afraid or just not sure where to start? #socpharm 4/21/2010 19:41

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RT @: Wondering what type of patient the uninsured who will soon gain access to medical care will be? #socpharm 4/21/2010 19:42

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Doing needs an objective(s) and strategy. In this HC world demographics drive objectives ie improve glucose control for diabetic #socpharm 4/21/2010 19:42

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Re: the more education a pt has on treatments/conditions: the opportunity is to turn that into an engaged and motivated pt. #socpharm 4/21/2010 19:43

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My guess is they will be pleasant and appreciate of their doctor’s care. #socpharm 4/21/2010 19:43

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men with hypertension age 50+ living in rural counties… what is the strategy #socpharm 4/21/2010 19:43

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It may take some time to ‘learn’ to be an ‘insured’ patient… @: @: #socpharm 4/21/2010 19:43

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@ not knowing where to start, or how to start (outside of asking doc) will lead to fear #socpharm 4/21/2010 19:44

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Here’s the Non-Math version of Empowerment – Comment here! #socpharm http://bit.ly/bLtYc0 4/21/2010 19:44

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Here’s the Non-Math version of Empowerment – Comment here! #socpharm http://post.ly/cDTH 4/21/2010 19:44

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@ but what is the HC footprint of the educated patient vs. the less educated patient? #socpharm 4/21/2010 19:44

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T3: Last question unrelated to pharma: What are your 3 favorite & underused words in business? Borrowed from @! #socpharm 4/21/2010 19:45

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Great point. RT @: It may take some time to learn to be an insured patient… @: @: #socpharm 4/21/2010 19:45

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@ that’s great #socpharm 4/21/2010 19:45

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@ Yes .. just not as simple as perhaps the preso suggests. Information does not equal education. #socpharm 4/21/2010 19:46

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@ Yeah – 140 is tough to do. ;) #socpharm 4/21/2010 19:46

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using words and doing are two different things. In business they talk a lot but doing well… #socpharm 4/21/2010 19:47

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@ certainly the goal is to have more educated patients? #socpharm 4/21/2010 19:47

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T3: Money’s no object. Serious answer: passion, thoughtful and excellence. #socpharm 4/21/2010 19:47

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@ Huge generalization. Not fear for everyone; for some, curiosity…others, ball-faced anger. #socpharm 4/21/2010 19:48

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@ Agree. 4 ths folks, need nurturing experience/environment whr they cn gain access 2 info & digest accordingly #socpharm 4/21/2010 19:49

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T3: That’s easy: vacation, vacation and vacation. #socpharm 4/21/2010 19:49

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@ T3: Trust, ethics, empathy #socpharm 4/21/2010 19:49

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Favorite words? Fight for the underdog… #socpharm 4/21/2010 19:49

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:-) RT @: T3: That’s easy: vacation, vacation and vacation. #socpharm 4/21/2010 19:49

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#socpharm @ I love “powerful” and “customer” – oh also “contract” & “signed” lol 4/21/2010 19:50

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@ Agreed, “signed SOW” & “PO ready” are also awesome . #socpharm 4/21/2010 19:52

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@ Not necessarily or always fear, but something that makes them uncomfortable enough to not take next step #socpharm 4/21/2010 19:52

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Yeah, that too! :-) RT @: T3: That’s easy: vacation, vacation and vacation. #socpharm 4/21/2010 19:52

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LOL. RT @: @ Agreed, “signed SOW” & “PO ready” are also awesome . #socpharm 4/21/2010 19:52

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@ Don’t confuse “Unempowered Patient” with a human being who is at a disadvantage. People are *not* their situation. #socpharm 4/21/2010 19:53

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@ all excellent & wise words Frieda. Started to read The Trusted Advisor so will be talking abt trust in future chats. #socpharm 4/21/2010 19:54

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@ I agree #socpharm 4/21/2010 19:54

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yes but also means lots of work! :-) @: LOL. @: @ Agreed, signed SOW and PO r also awesome #socpharm 4/21/2010 19:54

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RT @: @ Don’t confuse “Unempowered Patient” w/ human being who at disadvantage. People *not* their situation. #socpharm 4/21/2010 19:56

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@ in the context of the ppt, unempowered doesn’t take action to explore/learn, that can take place for many reasons #socpharm 4/21/2010 19:57

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Me too re: people are not their situation! RT @: @ I agree #socpharm 4/21/2010 19:57

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Thank you for the chat @ thoughtful remarks from everyone #socpharm 4/21/2010 19:57

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RT @: Thank you for the chat @ thoughtful remarks from everyone #socpharm 4/21/2010 19:58

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Thanks again for a lively #socpharm. Next Wed at 8 pm EST @ will be guest moderator. Let me know if u have discussion topics. 4/21/2010 19:58

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@ I know that – I used to take care of many “unempowered” patients. That’s why they call us “care” givers. ;-) #socpharm 4/21/2010 19:59

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Thanks @…great chat!! #socpharm 4/21/2010 19:59

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how do u engage an umpowered patient? @: @ … That’s why they call us “care” givers. ;-) #socpharm 4/21/2010 20:00

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Look forward to @ moderating next Wed 8p. #socpharm 4/21/2010 20:00

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Yes, thanks @ – sorry I was in/out. Always great chats! Cheers everybody! Now go for some power grab! ;) #socpharm 4/21/2010 20:00

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Thanks again, #socpharm peeps. Lots of fun tonight. 4/21/2010 20:01

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@ Excellent question. That’s why I tweeted this – http://bit.ly/ak3xnc #socpharm 4/21/2010 20:01

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#socpharm Goodnight everyone, great job @ 4/21/2010 20:01

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He meant @, of course ;-) RT @: Yes, thanks @ Cheers everybody! Now go for some power grab! ;) #socpharm 4/21/2010 20:01

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@ Dabnab TweetChat doesn’t have the auto filler (can’t spell w/o TweetDec) lol. sorry @ ;) #socpharm 4/21/2010 20:03

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count me in ur discussion! @ @: @ Excellent question. Why I tweeted this – http://bit.ly/ak3xnc #socpharm 4/21/2010 20:03

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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