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#SocPharm Tweetchat Transcript 5/26/2010

Posted by | 4:40pm on Wednesday, May 26, 2010

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Welcome to the marketing & social media pharma chat — #socpharm Who’s here ready to chat? 5/26/2010 19:00

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C’mon join the #socpharm discussion. First item coming up. 5/26/2010 19:01

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I’m here #socpharm 5/26/2010 19:02

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First topic for #socpharm : Seems pharma is flooding SM sites with “Fake Patients.” See http://bit.ly/br1Ot3 Is it dishonest? 5/26/2010 19:04

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RT @: C’mon join the #socpharm discussion. First item coming up. 5/26/2010 19:04

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Hello, @ . Forgot #socpharm : U don’t have to be a Mktr to have an opinion of pharma mkting practices. 5/26/2010 19:06

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Hello, @ welcome to #socpharm I chose 1st topic to be fake patitents online. See http://bit.ly/br1Ot3 5/26/2010 19:06

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Totally! RT @: 1st topic 4 #socpharm : Seems pharma flooding SM sites w/ “Fake Patients.” C http://bit.ly/br1Ot3 Is it dishonest? 5/26/2010 19:06

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#socpharm I would not exactly call it flooding @ 5/26/2010 19:06

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#socpharm Dishonest, inauthentic, stupid… I’d say @ 5/26/2010 19:08

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@ @ You are always going to have zealots who have way too much time on their hands #socpharm 5/26/2010 19:08

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Hey all, as we know personas are used often in research and segmentation, not sure if approp. or not, but transparency a must #socpharm 5/26/2010 19:08

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I see many pharma sites like Reclast with patient stories that may be fake. See Rhoda at end of this post http://bit.ly/cnSlaC #socpharm 5/26/2010 19:09

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@ Transparency in phama ? Ney and get out of there #socpharm 5/26/2010 19:09

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#socpharm Sara Baker the cEO of your ePatient revenue center http://www.medseek.com/body.cfm?id=760&fr=true IN POOR TASTE 5/26/2010 19:10

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Actually one of the questions I fielded from FDA “Couldnt a pharma employee go into social media and make false marketing claims #socpharm 5/26/2010 19:10

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Keep in mind that actors portray patients on DTC TV commercials. Is that fakery too? #socpharm 5/26/2010 19:10

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re fPatient vs ePatient: RT @: #socpharm Dishonest, inauthentic, stupid… I’d say @ 5/26/2010 19:11

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I’ve never worked with a pharma company that faked their patient stories:! using models in DTC ads is different -) #socpharm 5/26/2010 19:11

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they r trying 2 sell IT solutions 2 HC companies 2 help them manage their epatient relationships #socpharm 5/26/2010 19:12

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There are a lot of agencies that will go into social media to promote your brand but that is not what SM is all about #socpharm 5/26/2010 19:12

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#socpharm each of us has our own Sara Baker story http://www.facebook.com/eSaraBaker OUTRAGEOUS 5/26/2010 19:12

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@ Shouldn’t there be small type? eg, “not a real patient” Why isn’t FTC all over that? #socpharm 5/26/2010 19:13

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Take social media for what it is. Patients are not going to read a post and then act on it they are going to do more research #socpharm 5/26/2010 19:14

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#socpharm @ @ the disclaimer is there, it’ stil inauthentic 5/26/2010 19:14

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@ Right on John. Brian Williams was shocked when he interviewed Sally Field and she said dog in TV spot was prop #socpharm 5/26/2010 19:14

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@ i’m abt to shoot a new print ad using real patients-bec i do think its > authentic :-) but most dtc ads use models… #socpharm 5/26/2010 19:16

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dos it matter this is not a pharma co, they are an it services co #socpharm 5/26/2010 19:16

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@ Not her real dog, yeah I remember that. She also played with fake grandchild in another ad as well, right? #socpharm 5/26/2010 19:17

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The reality is FB or twitter accounts are easier to hide than real URL owners. Will we (let alone FDA) ever know who’s who? #socpharm 5/26/2010 19:17

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@ Why yes she did she actually said the whole location was a prop so is she really taking Boniva ? #socpharm 5/26/2010 19:18

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New cartoon idea: Nobody knows you’re a fake patient on the Internet! #socpharm 5/26/2010 19:18

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i think the trend will be to say not real patient when ads suggests it is…but u r right not against the ‘law’ ! @: #socpharm 5/26/2010 19:18

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#socpharm why do you think Rhoda Reclast is fake @ 5/26/2010 19:19

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Response to @ re Reclast Rhoda. I dunno why I think she’s fake. I have caught other pharmacos doing same thing. #socpharm 5/26/2010 19:21

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Getting ready for next topic: AZ Nexium succeeding without sales force? http://bit.ly/dxWCTS #socpharm 5/26/2010 19:22

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Agreed RT @: There are a lot of agencies that will go into SM to promote your brand but that’s not what SM is all about #socpharm 5/26/2010 19:22

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I am offended by MedSeek Sara Baker “discover opportunities to increase revenue” #socpharm 5/26/2010 19:22

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@ Is it really succeedding though>? The article said that the were using telemarketers for samples and brochures #socpharm 5/26/2010 19:23

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@ I mean how much more detailing can you do on Nexium..it’s a PPI and method of action is clear #socpharm 5/26/2010 19:23

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So Sara Baker is a creation of an agency trying to sell the concept of fPatient? #socpharm 5/26/2010 19:24

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Have you read the promo for ePatient Revenue Center Sara Baker http://www.medseek.com/body.cfm?id=760&fr=true Vulgar! #socpharm 5/26/2010 19:24

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@ as an IT services co trying to sell/help HC cos manage their epat relationships, why r u offended? #socpharm 5/26/2010 19:25

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I’d rather kids copied the behavior of a fake compliant peer with diabetes than Lindsay Lohan or Miley Cyrus #socpharm 5/26/2010 19:25

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See Direct to Physician Telemarketing and Sales. PMN article: http://bit.ly/bGBiNI Use code ‘TELE’ to get it FREE! #socpharm 5/26/2010 19:25

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@ I guess that’s why telemarketing will work. It’s a mature prod with little to say. #socpharm 5/26/2010 19:26

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I agree w @ …not much more to say abt nexium and its not a particularly complicated MOA… @ #socpharm 5/26/2010 19:26

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@ Exactly so do we really need pharma reps for mature drugs that have simple MOA’s and benefits known ? #socpharm 5/26/2010 19:27

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@ I could see value in oncology drugs + drugs that treat complicated conditions but not for drugs like Viagra or statins #socpharm 5/26/2010 19:28

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Of course, MDs are more likely to ask reps about PPI s/e than pts are likely to ask telemarketers… #socpharm 5/26/2010 19:28

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Here’s an article about sales rep ratings by physicians: http://bit.ly/aTpI3A Use code ’95MDK’ to get it free. #socpharm 5/26/2010 19:29

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Are Sales Reps Necessary? What about MSLs? http://bit.ly/bSknEr Use code ‘XXREP’ to get it FREE. #socpharm 5/26/2010 19:31

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OK, have we exhausted the topic of sales reps vs no sales reps? #socpharm 5/26/2010 19:32

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I would argue that sale reps is an extinct term..they need to be more peer to peer people to provide information #socpharm 5/26/2010 19:33

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because we don’t talk about patients as revenue centers. it is highly offensive @ #socpharm 5/26/2010 19:33

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Pharmacos should develop free iPad virtual sales rep for docs. Order samples, too, with iPad. #socpharm 5/26/2010 19:33

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so what should the digital rep model look like for a complicated condition, how should pharma leverage SM to support MDs? #socpharm 5/26/2010 19:34

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@ I’m always curious why mkters r afraid to let sales reps sell 2 the individ MD and think they have to have one vis aid. #socpharm 5/26/2010 19:34

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So you agree that MSLs should replace sales reps? @ #socpharm 5/26/2010 19:34

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@ Don’t know if Sara was created by an agency. Probably. Anyway, I’m better looking than her, that’s all that matters. #socpharm 5/26/2010 19:35

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@ Free samples after virtual detail is a good incentive to get docs to read detail #socpharm 5/26/2010 19:35

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@ Yes but I also believe that salespeople should have a medical background to talk to HCP peer to peer #socpharm 5/26/2010 19:35

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SOMEONE still sees value in “sales reps,” except they call them “academic detailers.” #socpharm 5/26/2010 19:36

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Giving reps too much leeway w messaging is dangerous! reg issues just 1 prob. Mkting needs to control the msg. @ #socpharm 5/26/2010 19:37

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My father in law keeps talking about the days when pharma sales people actually could talk more about medicine than selling #socpharm 5/26/2010 19:37

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@ @ thinking like that led to DC’s “rep registration” regulations #socpharm 5/26/2010 19:37

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Like I always say, if you’re going to fake it, make sure if comes off well. (btw – I dated Sara in college & stole her boyfriend) #socpharm 5/26/2010 19:38

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Ready 4 final Q? What do you think of FDA transparency efforts? http://bit.ly/agUW5g #socpharm 5/26/2010 19:38

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Is it for cars? RT @: Keep in mind that actors portray patients on DTC TV commercials. Is that fakery too? #socpharm 5/26/2010 19:38

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(That’s how I know how fake she is ;) #socpharm 5/26/2010 19:39

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@ a rep w/ a medical background to talk to HCPs is still a rep, it helps, but its not true “peer to peer” #socpharm 5/26/2010 19:39

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Is this inconsistent with all marketing? RT @: re fPatient vs ePatient: @: #socpharm Dishonest, inauthentic, stupid 5/26/2010 19:39

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@ It’s a small first step but a good one. People need a better understanding of how they think/work #socpharm 5/26/2010 19:40

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Today at #smpharma conf, Peter Pitts said “FDA transparency” means FDA wants pharma to be transparent. ur thoughts? #socpharm 5/26/2010 19:40

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Car ads say the cars are being driven by prof’l drivers. @ #socpharm 5/26/2010 19:41

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@ Transparency can increase trust but its going to take some time. Pharma can be a lot more transparent #smpharma #socpharm 5/26/2010 19:41

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@ I think one of barriers to pharma transparency is the lawyers who want to sue them at every turn #smpharma #socpharm 5/26/2010 19:42

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TW: @ I think one of barriers to pharma transparency is the lawyers who want to sue them at every turn #smpharma #socpharm 5/26/2010 19:42

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@ I trust and respect @ implicitly #socpharm 5/26/2010 19:42

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another barrier is all the ddmac fairbalance and reg requirements that make it hard 4 patients to understand? @ #socpharm 5/26/2010 19:44

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I think transparency means making communs between FDA & pharmacos a matter of public record, no? #socpharm 5/26/2010 19:44

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@ @ @ Other question is who is going to be transparent without 1st going thru MLR #socpharm 5/26/2010 19:44

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@ I dont think that’s going to cut it today it has to be between patients and pharma as well #socpharm 5/26/2010 19:45

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To advance SM & transparency, first kill all the lawyers, eh @ ? #socpharm 5/26/2010 19:45

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Patients have more and more of a say about their healthcare choices today #socpharm 5/26/2010 19:46

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What would patients say if asked “Do you trust pharma to do what is right for patients or to protect sales?” #socpharm 5/26/2010 19:46

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@ I think it comes from top down. Lawyers not willing to take risks if mgmt is risk avoid #socpharm 5/26/2010 19:47

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Transparency should begin with price. Pts don’t know why insurers charge higher copays for brand drugs than MD ofc visits #socpharm 5/26/2010 19:47

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@ Get over privacy, get over honesty, get over authenticity, get over loyalty… What’s next? Mom and Apple Pie? #socpharm 5/26/2010 19:48

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Just kiddin’ mom! #socpharm 5/26/2010 19:49

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@ @ Voodoo medicine ? #socpharm 5/26/2010 19:49

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Lipitors # needed 2 treat is 22. 1 pt per 22 NRXs avoid serious CV event. Cheaper than hospitalization. Do pts do that math? #socpharm 5/26/2010 19:50

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People with type 1 diabetes are much more willing to talk with 1 another than people with type 2 diabetes #socpharm 5/26/2010 19:50

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(waiting for @ to explode over NNT statistic) #socpharm 5/26/2010 19:51

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@ Not sure remember the journal article on low compliance of Gleevec #socpharm 5/26/2010 19:51

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@ To do that math, Pts first need better than a 6th grade education! #socpharm 5/26/2010 19:53

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OK. Seems we’ve exhausted the topics for discussion. Any closing comments? #socpharm 5/26/2010 19:57

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RT @: Getting ready for next topic: AZ Nexium succeeding without sales force? http://bit.ly/dxWCTS #socpharm 5/26/2010 19:57

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OK. I want to thank all who participated & @ for giving me opp to guest host the #socpharm discussion 5/26/2010 20:00

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@ thanks for hosting lively discussion #socpharm 5/26/2010 20:02

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good job and thanks! RT @: I want to thank all who participated & @ for giving me opp to guest host the #socpharm 5/26/2010 20:04

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@ @ @ Elleen and John bith rock #socpharm 5/26/2010 20:06

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Works for me RT @: Peter Pitts said “FDA transparency” means FDA wants pharma to be transparent. ur thoughts? #socpharm 5/26/2010 20:28

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RT @: To advance SM & transparency, first kill all the lawyers, eh @ ? #socpharm 5/26/2010 20:37

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RT @: People with type 1 diabetes are much more willing to talk with 1 another than people with type 2 diabetes #socpharm 5/26/2010 20:56

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RT @: Are Sales Reps Necessary? What about MSLs? http://bit.ly/bSknEr Use code ‘XXREP’ to get it FREE. #socpharm 5/26/2010 21:09

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RT @: Pharmacos should develop free iPad virtual sales rep for docs. Order samples, too, with iPad. #socpharm 5/26/2010 21:09

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@ #socpharm #hcsmeu #hcsmGR #epatientGR Fake patients are by definition dishonest & insult to great patient commnties on SM 5/26/2010 22:21

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.

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