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#SocPharm Tweetchat Transcript 5/25/2011

Posted by | 11:26pm on Wednesday, May 25, 2011

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Welcome to the marketing & social media pharma chat (#socpharm). Please say Hi and intro yourself We’ll assum… (cont) http://deck.ly/~WuCwd

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Hi Frieda Hernandez from Siren Interactive joining the #socpharm Tweetchat. Interested in all things #raredisease #fdasm #epatient #epharma

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Listening in to #socpharm tonight with @

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I’m Ellen and here because i love health care marketing and social media! Welcome @ @ #socpharm

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@ here from Novo Nordisk. What we talking about tonight? #socpharm

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Thanks @ fir guest moderating #socpharm tonight while I get flight home!

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Thanks, @. Looking forward to tonight’s #socpharm topics

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Hi all – Krista here. I work at a medical school & am interested in healthcare communications & social media. #socpharm

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@ Hi Krista…sorry think Q1 got lost in cyber space so i’ll resend! #socpharm

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Is pharma ready to trade in TV spots for editorial content/advertorials to become thought leader? DuPont ex http://bit.ly/lBcAQR #socpharm

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@ I think you need to ask where can pharma add value to patients and content is now more of king than every before #socpharm

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@ welcome! #SM #socpharm

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A lot of brands realize that they are now media and have to provide content that is valuable to users not sales brochure language #socpharm

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@ have any good examples where pharma is really using content is king strategy? #socpharm

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Q1: Wow, interesting concept #socpharm re: editorial content/advertorials to become thought leader? DuPont ex http://bit.ly/lBcAQR #socpharm

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I thought the Sanofi HCP site was a good example as they even include links to journal articles but I dont #socpharm

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@ Dupont ex interesting because its really softly branded and education driven but not direct response driven #socpharm

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We are in the middle of some research right now and what we are seeing is that people are confused with health content #socpharm

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That is why I really believe that HCP’s need to use social media to fill the void #socpharm

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@ tell us more–how are they confused? #socpharm

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RT @ Is pharma ready 2 trade TV 4 editorial content/advertorials to be thought leader? DuPont ex http://bit.ly/lBcAQR #socpharm

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Q1: I think editorial stance is good balance to ad approach. Is this that new “content marketing” stuff I have been hearing about. #socpharm

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The preliminary research indicates that they have to go to too many places to get the information they can understand + credible #socpharm

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@ any pharma brands really doing a great job with ONGOING content strategy for patients? i haven’t seen it really #socpharm

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Also Nielsen clearly showed that brands cannot afford to let buzz via SM wait. If you wait too long you lose opportunity #socpharm

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When I was on Cialis team the content written by doctors was most visited pages #socpharm

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@ Content has always been king, and community queen, but we tend to tout commerce as such. #socpharm

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Q1 – No way will pharma abandon TV – has best reach…despite “fair balance” issues. #socpharm

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#Raredisease pharmacos don’t do TV (doesn’t make sense) focus on content/thought leadership. #socpharm

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@ You are right, MD & KOL content is most always most productive. #socpharm

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The real issue is can pharma get content up quickly to address needs of audience especially when it’s in the news #socpharm

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Very important in #raredisease RT @: @ have any gd examples whr pharma is rlly using content is king strategy? #socpharm

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@ true for some target audiences but its how pharma uses tv going forward? to educate or to sell? to go to dr or web? #socpharm

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@ Reach is useless without attention. However, with attention, new diseases, brands and indications, reach makes sense. #socpharm

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Frankly I am not convinced that majority of pharma comps understand how important Internet is today #socpharm

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TV can raise awareness but once target awareness levels are reached need to think pull and that is on Web #socpharm

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@ yes and is pharma committed to really developing ongoing consistently helpful value ad conttent? iwould mean new jobs! #socpharm

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From my experience thought leaders are honored to write content for patients #socpharm

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@ so true but pharma is afraid to invite thought leaders to write pieces for consumers? that can be out quickly #socpharm

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I don’t think so I think they need to change mindset from outbound marketing to conversation and informational marketing #socpharm

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@ @ TV=awareness for both disease state & brand. On Botox, was a great reminder medium.On Zoloft, education. #socpharm

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Let me ask this..Do DTC marketers understand that a conversation can sell products without sales messages ? #socpharm

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@ I was v surprised by data today that showed how distracted consumers are with TV and web ads…mostly by smartphones #socpharm

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Anyone have thoughts on what to do about smartphone distraction for tv, web and all communications and dialogs? #socpharm

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RT @: Let me ask this..Do DTC marketers understand that a conversation can sell products without sales messages ? #socpharm

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Wow talk about a loaded question ! Just means that ads have to be really good to get consumers attention #socpharm

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Interesting you would say smartphones have distracted consumers? do you have a link? #socpharm

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@ OR maybe selling is not longer interesting? #socpharm

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When you sell Botox, what are you selling ? Not a drug you are selling a chance to feel younger #socpharm

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@ @ I was not I have been writing about it for a long while on my marketing BLOG #socpharm

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People sleep more with their smartphones than each other now #socpharm

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@ @ Imp: Majority so NOT have smartphones, despite rapid growth. Wireless/broadband NOT everywhere. #socpharm

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@ When It Comes to Ad Avoidance, the DVR Is Not the Problem http://t.co/ltraIMW -smartphones- major distraction @ #socpharm

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I mean remember that video of the woman walking into the fountain at the mall cause she was using her smartphone ? #socpharm

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@ True but smartphone penetration est to reach almost 40% 2011 #socpharm http://bit.ly/igQZqj

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When I watch a Yankee game I am often on my iPad during slow times. Time is new currency #socpharm

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The other thing I think that a lot of DTC marketers forget is selling with emotion. That is why I like Cymbalta spots so much #socpharm

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Also the Lipitor spots in B&W. I think they really make emotional connection #socpharm

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@ @ That’s 60% without – and socio/economic demos suggest these folks would be at greater need for pharma. #socpharm

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@ I agree…its time to look at differrent segments…TV still great for some segments, mobile text for others, #socpharm

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Even awareness is not good enough anymore with less people going to their doctor #socpharm

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Q:: Is facebook really an opp 4 pharma? With 7% of adults having gotten any health info on health sites according to the new Pew? #socpharm

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A great example of emotional TV spot is Subaru spot where he goes to school reunion and sees old fling and remembers old Subaru #socpharm

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@ @ Precisely! #socpharm

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Well it’s funny you should ask that because I had just posted the results of some quant that showed Facebook was not opp #socpharm

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@ I like the shift from ad/selling to convo/info. Sounds like mass customer care/service. #socpharm

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However that is not a reason to ignore it. There is opp to bring people 2gether around disease conditions #socpharm

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@ Yes…but where is the best place to bring like people 2gether? FB? other sites? any ideas from Rare dis mkters? #socpharm

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Thanks for the link Ellen, http://bit.ly/kfotEc important to adapt to new technology and opportunities to communicate #socpharm

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@ tell us more about mass customer care/service? sounds interesting! #socpharm

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@ No not really it is about providing value to patients as THEY see value #socpharm

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When I launched Sarafem.com I had message board where people could share experiences and it was successful #socpharm

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@ What is customer care but providing value as customers see and want it? #socpharm

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@ Well customer want more value than pharma can provide #socpharm

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Q: Per Pew 25% internet users (19% adults) have watched online video abt medical issues. Big opp 4 pharma? Branded or unbranded? #socpharm

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@ mass customer care/service is leveraging convo/info channels like @ said. #socpharm

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I think big opp on video but they need to do research to see what is valuable to patients. Also correlation on drop off and time #socpharm

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We asked people in last research what they would like to ask a pharma brand and 70% of questions could not be answered #socpharm\

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@ do you think that the JNJ unbranded videos benefit consumers and JNJ? #socpharm

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@ Most customers want more value than any 1 co/ind can provide. Opp is to provide what 1 can and refer otherwise. #socpharm

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I think they CAN benefit but question is can they make them valuable and entertaining enough in ADHD media to hold attention #socpharm

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@ Yes so hard for pharma to really give patients what they want. often its just a fair comparison of mult brands #socpharm

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@ Good point abt time–may be challenging to convey health info in a concise, engaging video. People want info quickly. #socpharm

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@ @ It is hard but remember that accomplish of the “hard” is what competitive advantage is made of. #socpharm

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@ Yes exactly. It’s kind of get to the point vs. what do I need to know #socpharm

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Right Ellen the first mention of a promo message and they could bolt #socpharm

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well said RT @: @ It is hard but remember that accomplish of the “hard” is what competitive advantage is made of #socpharm

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RT @: @ @ its hard but remember that accomplish of the “hard” is wht competitive advantage is made of #socpharm

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I think the biggest challenge is bridging providing valuable info to patients while also meeting brand objectives #socpharm

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Weighing in: kudos to FB for ending the pharma exception. Will test the cost-benefit tolerance of many a med/reg team. #socpharm

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I mean pharma marketers don’t get a cup of coffee without an ROI analysis #socpharm

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@ @ Always the marketing issue w/ social media–folks want to connect, get info, not be advertised at. #socpharm

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@ And dont forget brands can block content by keywords if they need to #socpharm

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Speaking of concise and entertaining, I think better use of narrative form is an opp for healthcare that is not yet realized. #socpharm

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Absolutely RT @: I think the biggest challenge is…providing valuable info 2 patients while also meetng brand objectives #socpharm

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@ @ Wells said but everything in pharma is ROI #socpharm

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@ You mean they do not want to get a cup without ROI but reality is otherwise. #socpharm

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@ What I have seen with clients is that budgets are tight and they are having to spend a lot more time making case #socpharm

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@ I think pharma should think more about creating video assets for their other 2 customers: Providers + Payers #socpharm

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@ Is that a pharma exception on FB or are they just disabling a setting that everyone now has access to? #socpharm

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@ Cost of FB page is over $200K according to infographic I posted #socpharm

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RT @: @ I think pharma should think >abt creating video assets 4 their other 2 customers: Providers + Payers #socpharm

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@ Yes move away more from outbound marketing to more of brand is media marketing #socpharm

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@ do u think that use of video can be leverage with MD on ipads? and MDs use with patients? #socpharm

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To do brand is media marketing…what would pharma need to establish inhouse? content curators? @: #socpharm

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But could be microtargeting yr most engaged audience #socpharm RT @: @: Cost of FB page i… (cont) http://deck.ly/~FnZ1M

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A long term relationship with a vendor who can turn brand decision points into actionable interactive marketing #socpharm

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@ Great point #socpharm

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gd idea! RT @: 2 do brand is media marketing…what wld pharma need 2 establish inhouse? content curators? @: #socpharm

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@ Craig I’m not 100% sure – from what I’ve been reading pharma could ‘write a note’ to FB and get posting turned off. #socpharm

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Any relationship takes work..think of your husbands, boyrfirends, girlfriends. It takes work #socpharm

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Of course since I just sent my wife on a two week European cruise I can take time off #socpharm

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@ UGH!! Agree…social media takes a lot of hard consistent work. pharma would have to work hard to really estab trust #socpharm

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RT @: I mean pharma marketers don’t get a cup of coffee without an ROI analysis #socpharm

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@ I see opps to create video DFU’s and MOA’s – as well as to provide helpful vid resources to cash-strapped hospitals #socpharm

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I think there is an impression that once website is done we’re done and that is not true anymore #socpharm

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@ LOL stick around for the 11 o’clock show folks #socpharm

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@ @ my understanding is can get turned off for branded only sites where brand is the name of FB page #socpharm

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@ think any opp for video to help MDs dialog with patients? to help with adherence? #socpharm

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Also with the rise of blended search, pharma should be using video SEO to outrank the WebMDs of the world on longer tail terms #socpharm

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Q: Manhattan Res shows 7% of U.S. MDs use online video conferencing to communicate with any of their patients. Is this a future? #socpharm

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RT @: I think there is an impression that once website is done we’re done and that is not true anymore #socpharm

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@ I agree with that…pharma should go for the longer tail terms for seo… #socpharm

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Yep RT @: w/ rise of blended search, pharma shld B using vid SEO 2 outrank the WebMDs of the world on longer tail terms #socpharm

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@ Thanks for long tail search idea. I have to check up on that with my team. #socpharm

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@ Yes adherence – financial concerns – how to take complex meds .. video’s potential yet to be tapped #socpharm

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think Docs will take the time to show a video w ipad if pharma made 4 them? @: Yes adherence – financiial, complex meds #socpharm

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any thoughts on Publicis buys Rosetta. What are pros & cons to agency consolidation? what is the agency of the future? #socpharm

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Great chatting as usual. Got lots of good reading and ideas this evening. #socpharm

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@ @ I’d be very interested to see where video goes w/ phys.-pat. comms. I work with MD students and alumni. #socpharm

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thank you for joining 2nite! RT @: Great chatting as usual. Got lots of good reading and ideas this evening. #socpharm

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@ Rosetta is great-worked with them on Botox.Expect them to show same “face” with Clients under Publicis “ownership” #socpharm

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Think @ got it right…video can add plenty of value to mds and patients- win win for both RT @: #socpharm

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I’ve great respect for Rosetta and hope that public pressures of being Publicis unit doesn’t put them off game. #socpharm

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I do too but what is the adv then of being bought? RT @: @ Rosetta is great-worked with them on Botox. #socpharm

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Maybe not in clinical setting but might ref pts to it? RT @ think Docs will take time to show iPad vid if pharma made? #socpharm

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Already in place…MT @: ..video can add plenty of value to mds and patients- win win for both RT @: #socpharm

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@ What is advantage for clients of agency consolidation? #socpharm

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Gotta scoot–always a great conversation with the #socpharm folks :) Have a great week all!

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@ economies of scale are most advantage of consolidation. #socpharm

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@ many thanks for your participation! #socpharm

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@ Great moderator !! #socpharm

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sometimes but sometimes the bigger company just takes >$ @: @ economies of scale are most advantage of consol. #socpharm

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thank you..it’s hard work as you know! but fun! thanks for hanging in there with us! RT @: @ Great moderator! #socpharm

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@ I’ve worked at agencies that have been “bought”-in no instance has that been a Client issue- save for conflicts. #socpharm

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@ will be interesting to see what role the ipad really plays in patient care…not just rep to MD #socpharm

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@ Sure thing – video is one of the fastest ways I’ve seen to get higher for nichier terms #socpharm

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@ Thanks so much for moderating a great #socpharm tweetchat! Good night and thanks to everyone that participated. Great convo

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@ thanks for joining! #socpharm

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Thanks much 4 all the gr8 convo! have a great nite all! @ @ @ @ @ @ #socpharm

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@ Thanks Ellen! #socpharm

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@ good to hear! ;-) #socpharm

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@ sorry i missed your moderation of #socpharm. Long day. Going to read thru everything now- i’m sure it was great!

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@ we sure missed you–but some lively convos! #socpharm

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late but worthy exp http://bit.ly/ipZCcq RT @ 7% of U.S. MDs use online video conf to communicate w/patients. Future? #socpharm

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Big thanks to @ for running #socpharm tonight. Looking forward to reading & posting transcript tomorrow.

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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