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#SocPharm Tweetchat Transcript 6/1/2011

Posted by | 10:54pm on Wednesday, June 1, 2011

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It’s time for #socpharm – the biopharma marketing & social media tweetchat. Who’s in tonight?

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Rich Meyer Marketing Contrarian of the highest order !! #socpharm

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Michael Spitz here, VP of Digital Strategy, Ignite Health #socpharm

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Please say hello & why u are interested in this topic. I’m Eileen, work in #rarediseases at Siren Interactive & love the interwebs #socpharm

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@ Hi Michael! @ Like your self description Rich :) #socpharm

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I’m here because I adore a good debate, especially when it’s about such an important subject for patients #socpharm

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I am a passionate patient centered marketer who believes that good medicine = good business #socpharm

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@ Ans 2 ur Q: FDA’s Proposed Web Study Will Further Delay Social Media Guidelines: http://ow.ly/587wS #socpharm

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“Further studies” imply the FDA still struggles with fully understanding the medium, and ulimately how to write guidance for it #socpharm

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@ Yes but if they are issued right that could mean a lot #socpharm

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Hi joining from jersey…@EileenOBrien @ @  #socpharm

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Q1 Everyone’s buzzing about FDA dropping SM/web guidance from 2011 agenda: http://bit.ly/ilgnJl as @ reported. Surprise? #socpharm

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Writing guidance, IMHO, is not easy: It must be general enough (so platform neutral), yet specific enough to be regulated #socpharm

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It could also indicate that they are short of resources after all they are issuing letter for magnets #socpharm

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FDA budget has been reduced, so resourcing is definitely an issue for them #socpharm

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Q1 Agree the FDA has an extremely difficult task. And is there any benefit for them to issue guidance why not provide via ltrs? #socpharm

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Better to not do it at all than to do it incompletely or badly #socpharm

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Agree RT @: Better to not do it at all than to do it incompletely or badly #socpharm

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Like all government bodies, they are more cautious than expedient #socpharm

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Looks like they are breaking it down to bite size draft regulations…#socpharm

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Especially since social media is changing so rapidly #socpharm

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@ I believe there is a lot they dont understand about social media yet #socpharm

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I’d agree w/ that too, it’s pretty nuanced! RT @: I believe there is a lot they dont understand about social media yet #socpharm

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The problem is how to be platform neutral yet still enforceable — what is fundamental about all platforms that they can control? #socpharm

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I think FB is kind of interesting as they are forcing stuff to happen while FDA studies..and ponders…#socpharm

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What is the boundary between UGC and proprietary content? Where is the line of accountability to be drawn? #socpharm

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Unfortun I believe that lack of SM guidelines is going to force some DTC marketers back in further in the cave #socpharm

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@ It’s a surprise that handling “unsolicited requests” got on the list of SM guidances & won 1st place! Dark SM horse! #socpharm

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Per FDA studies announced seems they r still trying to figure out how fair balance should be presented on websites, how 1998! #socpharm

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I like what Facebook is doing — you must be truly social to play — if nothing else, similar action will FORCE the FDA to act #socpharm

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@ Explain that more please #socpharm

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Let me ask this how many pharma companies really have added digital marketing capabilities in people and departments #socpharm

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@ It’s a shame that FB allowed pharma to spend lots of $ designing FB pages & are now changing the game. #socpharm

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Some pharma marketing departments have embraced digital enthusiastically, others lag #socpharm

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@ I see a fair amount of “emarketer” titles out there in pharma. #socpharm

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The nature of social media is change — we build pages for free, so Facebook can (and should) organically evolve the platform #socpharm

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@ @ With 700 million users and cash flowing in they feel they are the THE source #socpharm

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Facebook IS the source — but let them go at it — they are setting new standards, and so far so good for all #socpharm

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@ Since when is “unsolicited requests” for info a SM or Internet-specific issue that needs guidance? #socpharm

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@ Now they need to take on mobile health in addition to epharma…not many pharma have really taken on mobile yet… #socpharm

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@ Right but one person on a brand team is not enough anymore #socpharm

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@ because it’s in writing that never goes away???? #socpharm

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@ But the pages aren’t really “free” for major companies (pharma & others). They are designed, monitored, etc. #socpharm

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Pharma is cutting back on ALL their marketing, online and offline; more savvy ones are shifting to digital but teams are shrinking #socpharm

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@ @ And remember pharma can still block comments by keyword #socpharm

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Back in the day Facebook charged THOUSANDS for a page; now anyone can launch one; pharma has the resources to play #socpharm

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@ agree budgets are shrinking as the businesses shrink…. #socpharm

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@ That’s why it’s confusing. couldn’t a phone call to corporate be considered “unsolicited request”? #socpharm

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Digital has economy of scale and other inherent benefits; but marketers don’t always understand how to implement #socpharm

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@ I guess I need to get into another line of work then! :-) #socpharm

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@ Sooner or later they’ll come around… ;-) #socpharm

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That’s because TV is more glamerous and helps them keep their budgets #socpharm

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@ I still hate to see money wasted that could be spent on valuable disease awareness, etc. #socpharm

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@ EXACTLY! Pharma has been handling unsolicited requests for years & years & never received a warning letter! #socpharm

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Facebook pages are experiments, works-in-progress in a mutable digital environment; pharma learns as it goes #socpharm

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@ There is always spend it or loose it attitufe #socpharm

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UGC is technically an “unsolicited request,” right? #socpharm

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Hi listening in from Boston area… #socpharm

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The problem, again, is BOUNDARIES — who “owns” the platform, and who is ultimately accountable for the content? #socpharm

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@ What’s up with all those weird FB pages on brands and pharmacos that seem to come from Wikipedia? #socpharm

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I heard that Facebook wants to open up to kids under 13. Have they been barred all this time? #socpharm

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Where do you draw the line between proprietary content and UGC from third-parties? #socpharm

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RT @: #FDA signals it will regulate #medical #apps http://t.co/IHB7pUP #socpharm #epharma #pharma #nhssm #hcmktg #hcsmeu

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I mean 99% of pharma sites dont even allow share buttons on their product websites #socpharm

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Yes, Facebook asks for a birthday to register; if you are under 13 you can’t #socpharm

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@ Hi Chris! Thanks for saying hello #socpharm

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@ YEs in theory banned, but all the kids who are 11 say they are older. #socpharm

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@ technically yes…under 13 barred from FB…but they sneak on…:-) #socpharm

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@ @ welcome… thanks. #socpharm

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@ And what about all those pages on Wikipedia, written by anonymous third parties, about generic and branded drugs? #socpharm

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@ But pharma’s REAL issue with UGC is adverse event reporting and off-label promotion. #socpharm

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@ Where do they come from? That’s what I want to know…. #socpharm

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@ Reputation management is also a big deal, I think #socpharm

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Ellen- Do you realistically see any end in sight on regs to address pharma digital issues? #socpharm

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@ I always lie about my birthday. I guess that’s how I got a FB page :-) #socpharm

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@ @ John that can all be controlled the real issue is their love affair with outbound marketing #socpharm

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@ I always share my mom’s maiden name — but only if a site asks me nicely #socpharm

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@ Hi! not really bec SM changing so rapidly and patients expectations chging too #socpharm

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Plus, when you create FB page you don’t need to identify yourself. The anti-KVPharma page for example – no idea of motive. #socpharm

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My name is Amith, and I am an incoming Pharmacy School student, trying to gain further insight into the industry. #socpharm

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@ Also, pharma loves it when it gets “unsolicited requests” for more information! It’s called OPT-IN! #socpharm

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@ Facebook has copyright infringement rules, though — you can’t use a brand logo, other criteria, for example #socpharm

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RT @: FDA Drops Social Media from Its 2011 Guidance Agenda. http://bit.ly/kl3BDE #fdasm #hcsm #socpharm #epharm

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@ Welcome Amith, thanks for saying hello. @ Hi Susan! #socpharm

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@ Most definitely — an effective way to shift from an unbranded campaign to a branded one #socpharm

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@ Before we look for an end to SM GLs I’d like to see a BEGINNING! #socpharm

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#Twitter #Fail @ tweets are not showing on #socpharm ?!

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@ yes but optin hardly an unsolicited request! #socpharm

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@ @ Cant use brand logo where on your FB page ? #socpharm

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Speaking of opt-in, 93% of web users subscribe to permission-based email. Is Pharma using email right? Any great examples? #socpharm

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@ Facebook has rules of engagement — I can’t start a fake Coca-Cola page, for example, using their logo #socpharm

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What we would consider “remedial channels” such as email and SMS are still highly viable — especially for pharma #socpharm

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@ A long time ago Pfizer developed a great email magazine around Celebrex but they just were not consistent #socpharm

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@ So what does FDA mean by “unsolicited request”? There was no public discussion of the issues, was there? #socpharm

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Email is actually CRM — customer relationship management — to @‘s point, it’s about opting in to a continous exchange #socpharm

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@ Hmmm many people started Starbucks dont change logo pages with Starbucks logo #socpharm

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Let’s take a second and look at the UK social media “guidance” — exclusively for HCPs — shocking restrictive! #socpharm

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@ Are any of them malicious? #socpharm

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@ I think its more abt poping a question to pharma abt their Rx that could be either not correct, indic expansion or AE #socpharm

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First step is to conduct research and find out what patients find valuable and use CMS to microsegment content via email #socpharm

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I call search & email “traditional emarketing” tactics. Good content on mobile-friendly site. Do those right 1st then worry abt sm.#socpharm

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But email is just one of many viable digital touchpoints; a multichannel approach is optimal, optimally inclusive of social media #socpharm

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@ (hi!) – and @ – So hard from the agency side…Clients want great ideas (but they can never be executed.) #socpharm

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@ Agree, have to add value & fill the need. Ties back to content is king discussion of last week. #socpharm

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But problems with opt-ins, “data mining” (especially DTC), and ultra-regulated content makes CRM for pharma difficult #socpharm

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@ I can only guess what FDA is getting at. But they specifically said request for information – not asking a question. #socpharm

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@ Some were saying boycott Starbucks etc. #socpharm

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@ They need someone who can microsegment content not one email for everyone #socpharm

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@ From our own work we had to “validate” Facebook page authenticity; and conversely are assured of no pirate pages #socpharm

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@ u might be right..i interpreted request for info as another way for asking a Question? particular info on particular Rx #socpharm

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@ Was that the UK guidance that came out a few weeks ago? http://bit.ly/hQ4bFa #socpharm

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@ Some brands might be tolerant of copy cats and even pirate pages — Metaliica lesson in letting social be social #socpharm

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RT @ Looking for recs for a great #mhealth app developer/creator (no sales pitches please). Anyone? Thx! #pharma #socpharm #hcsm

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@ Yes, the UK “guidance” that precludes English pharma from even tweeting! #socpharm

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@ Have to do lots of educating of med/legal/regulatory teams. Start small & take baby steps. #socpharm

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There’s even been talk at the capitol about the fate of DTC marketing for pharma overall #socpharm

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Cholesterol drugs tied to lower prostate cancer risk | Reuters: http://me.lt/584Gq #Pharma #socpharm #health #fdasm #hcsm

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Lack of FDA social media guidance might be a sign that the G is thinking about pharma marketing overall #socpharm

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FDA email urges me to make sure I tell ppl that “social media guidances are still on” & apologizes for “glitch in agenda” (?) #socpharm

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I forgot to add: “We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them) “

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@ what’s new…the old dtc may go away capital convo…last study i saw suggested that 2 yr moratorium didn’t save $ #socpharm

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@ You frightened them into crafting some guidance ASAP ;-) #socpharm

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@ Is that the email response you got from Jean-Ah Kang? She seems most invested. #socpharm

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@ Glitch?! #socpharm

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@ Let’s see if they fix that “glitch”, huh? #socpharm

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@ Right, but the DTC moratorium is relevant when you’re trying to figure out how to regulate social for healthcare #socpharm

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@ I think its great that you asked fda specifically for clarification! to what they promised… #socpharm

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As a group exercise, I’d be curious to see if any of us could write some draft SM guidance that would make sense and be feasible #socpharm

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That seemed a bit too ridiculous to be true @ . Glad it’s been cleared up! #socpharm

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@ No, it was someone else who “defers to Jean-Ah on timing,” so I don’t think I should say who. #socpharm

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@ yes…but they always throw it in to confuse the situation… #socpharm

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@ Hmm marketers writing guidance for scientists…. #socpharm

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The #socpharm #hashtag isn’t recording your tweets @ @ #Twitter #Fail

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@ Understand, very interesting. #socpharm

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What are we really expecting? Return of the 1-click rule; conditions for AE reporting…? #socpharm

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@ what a great idea…one day of lively discussion and it would be done! :-) #socpharm

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@ Yeah, I’m wondering what she meant by “glitch.” Could refer to my not receiving the email notice about the agenda. #socpharm

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@ That’s exactly my point! Scientists can’t really write guidance for communications, can they? #socpharm

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@ They are coming up in Tweetdeck for me. Go to tweetdeck.com & download free tool. It makes it easy to follow tweetchats. #socpharm

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Curious whom the FDA is consulting with about the guidance, too #socpharm

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@ Ahh but can they understand them ? Marketing behavior is not always based on science #socpharm

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RT @: FDA email urges me to make sure I tell ppl that “social media guidances are still on” & apologizes for “glitch in agenda” (?) #socpharm

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I think the trick is to isolate basic, fundamental variables shared by all social media platforms, and build guidance on those #socpharm

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@ A great first step would be to get Manhattan Research as info provider #socpharm

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More an exercise in user interface design, content management, and pharma legal than anything “scientific” #socpharm

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@ YES, that’s exactly what they want. eg, Merck wants 1-click rule: http://ow.ly/588p6 #socpharm

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@ @ And 1 click rule makes a lot of sense #socpharm

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@: Just the 1-click rule reinstatement (with generic “All drugs come with risks…” tag) would be STELLAR #socpharm

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So @ shared @ study re BRIC physicians high use of sm http://bit.ly/iGhH13 What do u think? #socpharm

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That would bust out PPC problems, fix the Facebook “Like” issue, etc. #socpharm

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@ But i think also need to figure out small space options or perhaps it just means no branded claims on twitter? :-) #socpharm

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@ 1-click would bust Twitter open, too, I think #socpharm

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Love it! RT @: Just the 1-click rule reinstatement (w/ generic “All drugs come with risks…” tag) would be STELLAR #socpharm

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@ But think first: I mean is ANYONE really going to see a Tweet and act on it without finding out more ? #socpharm

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Depends on that generic string, the default fair balance text for all drugs #socpharm

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If you think about it, reinstatement of 1-click rule, if used as a type of comment footer, could open lots of social possibilities #socpharm

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RT @: Email is actually CRM — customer relationship management — to @‘s point, it’s about opting in to a continous exchange #socpharm

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Average drug label lists whopping 70 side effects – Health – Health care – msnbc.com: http://me.lt/504jC #socpharm

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@ Still don’t get how 1 click is different than flipping printed page in magazine. #socpharm

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@ @ No branded claims on Twitter – period – hard enough to add legal in a banner ad. #socpharm

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@ Goog proposed a 1-click solution that has been beta tested by Bayer. Y doesn’t FDA bless it in guidance? no brainer #socpharm

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And what about disclaimer text for off-label topics? #socpharm

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@ no! I agree…:-) #socpharm

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The maddening thing is that simply mentioning the indication is already considered a claim #socpharm

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@ yea but in a print ad also have plenty of ISI on the ad itself before you even turn the page…:-) #socpharm

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@ Yeah, I think branded tweets are sleazy spam anyway! :-) #socpharm

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Yes, Google has comps locked & loaded featuring disclaimer text for all branded drugs #socpharm

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Branded tweets can have value if they are part of an ongoing patient or doc ed program, no? #socpharm

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FDA oreclears black box drugs 2 do Google PPC reminder ads w/special risk line & 1click 2 safety info. Maybe sign of things to come#socpharm

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You “opt-in” by following a branded pharma discussion on Twitter, 1-click rule applied! :-) #socpharm

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Google is still more influential in purchase decisions http://twitpic.com/55nv81 #socpharm

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@ true and why banner ads not always so productive with all the fair balance stuck in them :-) #socpharm

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My name is Mazarine, looking to talk with pharma profs about #socpharm to help make a better webinar.

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Most Americans See Cancer as a Death Sentence |: http://me.lt/8x0cn #epatient #hc #hcsm #Pharma #socpharm #health #fdasm #hcsm

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@ Welcome Mazarine to #socpharm chat.

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@ To your earlier tweet, SM for HCPs is taking off worldwide — let’s not forget the physician side of the equation #socpharm

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wow @, that is enough to scare anyone off of drugs! #socpharm

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RT @: FDA Drops Social Media from Its 2011 Guidance Agenda. http://bit.ly/kl3BDE #fdasm #hcsm #socpharm #epharm

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@ @ Also lets not forget the backlash against Sermo #socpharm

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@ True, and like the FDA, physicians in the US can use sm any way they want :) #socpharm

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@ I don’t think I heard about this…. #socpharm

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@ In some ways with MDs may take off more becuase theoretically the content is ‘quality’ and trusted since their Drs? #socpharm

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@ WOW Sermo mines docs conversations for data and sell it and that pissed off some docs #socpharm

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@ @ Right! The question is always the objectivity of the raw clinical data — and context within the threads #socpharm

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@ If you string together tweets as in a chat, then u can make case that the chat is a unit. #socpharm

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Any #socpharm tweeps think that FDA regulation will stop #biopharm companies from using social media?

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@ @ FB – try fitting that in for a brand with a Black Box warning. #socpharm

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@ But Sermo has always been transparent about letting pharma observe conversations. How they make profit. #socpharm

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@ Agree about tweet units — which begs the question of how to handle the fair balance #socpharm

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@ Social media, FB especially, not right for every brand. #socpharm

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RT @: The maddening thing is that simply mentioning the indication is already considered a claim #socpharm

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Monetization is still a mystery — even for Facebook! — so SERMO had to evolve to remain profitable, even viable #socpharm

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I think biggest change is that people want quality in health not just treatment. Did anyone see how to die in Oregon yet ? #socpharm

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@ If #socpharm professionals can agree to guidelines, like dialogue and announcements, no drug recs?

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@ The good news is lack of regulations hasn’t stopped biopharma from pushing forward. Lots of great examples. #socpharm

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@ Ha! In this chat FB = Fair Balance, not Facebook!!! ;) #socpharm

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@ No, is that about the “right to die” law? in Oregon? #socpharm

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@ Yes they have and nothing you write online is private still HCP do not like and has been a backlash #socpharm

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@ Dig it! Fair Balance on FaceBook! :-) #socpharm

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LOL! RT @: @ Ha! In this chat FB = Fair Balance, not Facebook!!! ;) #socpharm

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@ Yes highly recommend running on HBO this month very moving #socpharm

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Any predictions on SM guidance… this year? #socpharm

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Let’s vote, true SM style! #socpharm

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@ FDA regs hv not stopped pharma SM. But lack of understanding how to interpret regs has. Reason y we need guidance. #socpharm

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@ I believed their original end of 2010 announcement so I’m swearing off predicting what FDA will do! #socpharm

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@ #socpharm It comes from the top..how much risk a comp is willing to take translated to lawyers

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I bet we’ll see something like the 1-click rule return, plus maybe special new protocols for handling AEs — this year #socpharm

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Yes! RT @: @ That’s so true, love http://bit.ly/2i4jGo esp! #socpharm

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@ From your mouth to God’s ear #socpharm

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@ love what SERMO has accomplished. Remember my dad (doc) poring through med. journals to help treat patients. #socpharm

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Has to be ways around all this like Lyme Disease docu “Under Your Skin” (awesome BTW) to raise awareness of “new” disease states. #socpharm

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Pressue is great, especially the $$$ spent on PPC #socpharm

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@ I’m a fan of SERMO as well. Think it’s a nice platform. #socpharm

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Bogus herbals and foreign pharmacies are crowding out legit FDA approved drug ads on Google/Bing: THAT’s gotta change ASAP #socpharm

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Agree that SERMO remains extremely viable #socpharm

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DId everyone see the chart of Rx of generic statin compared to brands ? http://twitpic.com/55nzab #socpharm

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Others, like OZMOSIS, are engaging HCPs and ultimately helping patients #socpharm

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Good night, folks. I enjoyed waking the “sleeping SM dogs” at FDA! #socpharm

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What’s good for the pharma SM HCP goose is good for the DTC gander #socpharm

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@ @, For SERMO, remember it took Amazon 5 years to be profitable, and I think ads could be way forward. #socpharm

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@ Goodnight! #socpharm

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@ yes I did and was not surprised to see more generic use of statins #socpharm

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Let’s thank @ for keeping Washington awake at night :-) #socpharm

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@ What is DTC? #socpharm

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@ statin generic amazing chart…but its not surprising after industry bashed each saying class effect! #socpharm

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LOL! RT @: What’s good for the pharma SM HCP goose is good for the DTC gander #socpharm

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Thanks for a great chat everyone! Join us next Wednesday when Craig Engesser @ from Purdue Pharma will be our guest moderator. #socpharm

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“Direct to Consumer” RT @: @ What is DTC? #socpharm

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Thanks to @ for being the supertweeting hostess with the mostess! #socpharm

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@ Thanks! Looking forward to next week! #socpharm

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thanks all for chats 2night! @ @ @ @ @ #socpharm

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@ @ @ @ @ @ Thank you so much for a fun talk! #socpharm

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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