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#SocPharm Tweetchat Transcript 6/16/2010

Posted by | 4:42pm on Wednesday, June 16, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Please start w/intros & why you are interested in this. Nice to be here! 6/16/2010 19:59

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If you really want to make people compliant then find out why they are non-compliant and overcome barriers vie communications #socpharm 6/16/2010 20:00

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I’m Heather Powell, in the Business Practices and Ethics group at Daiichi Sankyo. #socpharm 6/16/2010 20:00

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For those who did not see the NYT piece on this topic – http://nyti.ms/ajcTOk . Peeps getting paid to take meds. #socpharm 6/16/2010 20:01

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). #socpharm 6/16/2010 20:01

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@ I might check out tonight’s #socpharm. Money for med: now that ain’t working, that’s the way you do it…them guys ain’t dumb ;) 6/16/2010 20:01

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Topic 1 tonight: Paying patients to stay compliant with their medication regimens. See the NYT piece here: http://nyti.ms/ajcTOk #socpharm 6/16/2010 20:02

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If someone paid you to take yer meds, wouldya do it? That’s on tonight’s #socpharm shindig – http://nyti.ms/ajcTOk 6/16/2010 20:03

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Instead of giving them money how about a decrease in health insurance premiums from insurer #socpharm 6/16/2010 20:03

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Thoughts on NYT: do insurers continue to fund these programs? Is there measurable outcomes data? What happens when payments stop? #socpharm 6/16/2010 20:03

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phase 4 clinical trials basically get people used to taking approved meds, and they get paid. kinda the same thing? #socpharm 6/16/2010 20:04

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Leigh here from Philly. I consult 4 Sam Brown, Inc (PR pharma/biotech ag.) & Board member of PRSA Health Academy. Comments my own. #socpharm 6/16/2010 20:04

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Frieda Hernandez here from Siren Interactive. Welcome @ as tonight’s moderator. Looking forward to the #socpharm Tweetchat 6/16/2010 20:04

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More people feel that people who dont take meds and support unhealthy lifestyles should pay higher prems #socpharm 6/16/2010 20:04

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Mark Dimor applying principles of MD learning & medical education across the spectrum of medical communication & promotion #socpharm 6/16/2010 20:04

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RT @: If someone paid you to take yer meds, wouldya do it? That’s on tonight’s #socpharm shindig – http://nyti.ms/ajcTOk 6/16/2010 20:05

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compliance is a complex issue that is not solved easily with one tactic. We need to understand the problems by demographics etc. #socpharm 6/16/2010 20:05

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Electro-shock therapy #socpharm 6/16/2010 20:05

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Much better idea 4 sure! RT @: Instead of giving them $$ how about a decrease in health insurance premiums from insurer #socpharm 6/16/2010 20:06

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Pay to take meds? Then why don’t patients pay doctors to stay healthy and doctors pay patients when/if they get sick? #socpharm 6/16/2010 20:06

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I dont any pharma comp that has really taken compliance seriously #socpharm 6/16/2010 20:06

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T1: Phase 4 accounts for a small percentage of patients, though.Would pmts build a habit that lasts? Would HCPs be supportive? #socpharm 6/16/2010 20:06

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That would be a complete game-changing measure for health care- talk about saving money and preventative health… #socpharm 6/16/2010 20:07

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So how do we get patients to stay compliant? What do u think is the best way? #socpharm 6/16/2010 20:08

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According to Times non-compliance costs $100 billion in HC costs #socpharm 6/16/2010 20:08

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RT @: phase 4 clinical trials basically get people used to taking approved meds, and they get paid. kinda the same thing? #socpharm 6/16/2010 20:08

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RT @: T1: Would pts take a program funded by a pharmaco seriously? Does it matter where the money is coming from? #socpharm 6/16/2010 20:08

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There are a lot of reasons and building a database of reasons and addressing individ with each patient may prove rewarding #socpharm 6/16/2010 20:08

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@ @ Phase 4 trains them early then. But only 2% of Americans go into clinical trials. #socpharm 6/16/2010 20:09

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Interesting 2007 survey by BMJ on same topic http://bit.ly/dvZ0oO & detailed responses http://bit.ly/diuvrp #socpharm 6/16/2010 20:09

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@ They’re talking about financial incentives for med compliance on #socpharm. I suggested shock therapy as a consideration ;) 6/16/2010 20:09

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It goes to heart of marketing philosophy…mass marketing=pharma but mass marketing is dead as Lindsay Lohan’s career #socpharm 6/16/2010 20:09

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@ Doing a needs assessment on groups vs diseases vs patient economics would yield data to identify strategies #socpharm 6/16/2010 20:10

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I believe pt. compliance comes down to getting pts to take ownership of their own health-not feeling that it’s Dr’s responsibility #socpharm 6/16/2010 20:10

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RT @: T1: Besides reducing insurance premiums, what other carrots would work for patients to increase compliance? #socpharm 6/16/2010 20:11

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What doctors are embracing this idea (paying patients to stay compliant w/ taking meds)? U know anyone? #socpharm 6/16/2010 20:11

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@ You betcha #socpharm 6/16/2010 20:12

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@ there are studies in PV trials looking at knowledge translation and why specific behaviors are happening or not #socpharm 6/16/2010 20:12

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@, let’s expand on that a bit. How do you instill that sense of personal responsibility? Is money key to accountability? #socpharm 6/16/2010 20:12

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I have really mixed feelings abt paying patients for adherence. If it works, I guess ok, but ti doesn’t pass the smell test #socpharm 6/16/2010 20:12

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T1 What evidence (independently funded) do we have on success? #socpharm 6/16/2010 20:13

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Yes, disease state, etc. RT @: Compliance is complex-not solved with 1 tactic. We need to understand by demographics …#socpharm 6/16/2010 20:13

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Im a patient. I take a daily medication now for 7 years. I still forget in the a.m. $$ wont remind me. #socpharm 6/16/2010 20:13

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@ Gaming is big attraction. App that promoted other health incentives, like winning a gym membership, may B better #socpharm 6/16/2010 20:13

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We need to consider adult learning and what problems patients are trying to solve or not re:compliance. #socpharm 6/16/2010 20:14

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#socpharm what kind of country do we live in when millions are uninsured and cant get meds, and we’re PAYING the ones who arent compliant! 6/16/2010 20:14

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@ @ How about scaring them that not taking could lead to more serious health problems #socpharm 6/16/2010 20:14

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Hell yeah! But not urs Phil. ;) RT @ If someone paid u 2 take yer meds, wouldya do it? Tonight’s #socpharm http://nyti.ms/ajcTOk 6/16/2010 20:15

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@ Well said. Yeah really. This country baffles me at times though….. #socpharm 6/16/2010 20:15

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No I feel it’s cheap (pardon pun) short-cut. Motivation needs to be intrinsic to last #socpharm RT @ $ key to accountability? 6/16/2010 20:15

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Gaming carrots money etc are global bandaids on a complex issue. Texting reminders works only so well for so long. #socpharm 6/16/2010 20:15

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T1 Financial incentives seem anachronistic. Even if they have limited success, seems like a stop-gap for better total care. #socpharm 6/16/2010 20:15

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richmeyer @ Is not possible stroke or death as a result of not taking meds enough of an incentive? #socpharm 6/16/2010 20:16

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@ patients have never shown that they want to take control over their own health except when they have problems #socpharm 6/16/2010 20:16

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Does anyone who believes in paying their children to earn good grades think paying patients for compliance is NOT a good idea? #socpharm 6/16/2010 20:16

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Hmmm, now u didn’t say electro-shock therapy counted as Meds. RT @: Electro-shock therapy #socpharm 6/16/2010 20:16

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T1: I don’t know that scare tactics work — historically not successful. Do we need more education to increase compliance? #socpharm 6/16/2010 20:16

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@ How exactly would getting paid $ make u take ur medicine? #socpharm 6/16/2010 20:16

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Because essentially it’s the same argument: Do kids who are paid to earn good grades do better than those who aren’t in long term? #socpharm 6/16/2010 20:17

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T1: Education doesn’t work either. #socpharm 6/16/2010 20:18

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@ #socpharm more education wont help compliance..ppl will be ppl its always been that way. #humannature 6/16/2010 20:18

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@ but what do we educate too? Again need to understand problems in order to solve the with a strategy or tactic #socpharm 6/16/2010 20:18

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I’ll gracefully segue into our second topic, but feel free to keep discussing the incentives for compliance! #socpharm 6/16/2010 20:18

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Problem is they haven’t NEEDED to. They’ll do it once understand importance RT @ pts haven’t shown they want control #socpharm 6/16/2010 20:19

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@ that only had limited success in NYC subgroup analysis is being done to c who it worked w/& why #socpharm 6/16/2010 20:19

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T2: J&J introduced their social community for diabetes this week. http://www.jjdi.com #socpharm 6/16/2010 20:20

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Dont forget any attempt to get people to take their meds might be seen as drug comps trying to get more sales #socpharm 6/16/2010 20:21

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T2: Will this community draw users? What are your initial thoughts on it? Will it be negatively affected by recent J&J press? #socpharm 6/16/2010 20:21

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Those quotes by patient Chiquita Parker in the NYT piece are WEAK! Not good proof as to why she took her meds. #socpharm 6/16/2010 20:22

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@ Your comment about trying to get more sales – what I worry about from a legal/regulatory perspective.Need to be careful #socpharm 6/16/2010 20:23

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Also too many unpublished studies come out that say drugs, even those on market for some time, unsafe #socpharm 6/16/2010 20:23

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@ Agree! #socpharm 6/16/2010 20:23

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@ along with an extended recall and stone walling. LOL Big Deal when they can’t manufacture a safe product #socpharm 6/16/2010 20:24

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@ Maybe it was poor journalism. LOL! Seriously though. Bad bad quotes. No evidence. #socpharm 6/16/2010 20:24

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We’re starting to understand motivational mechanisms. This is indirectly related to #socpharm T1 (view later) – http://bit.ly/aSzFCw 6/16/2010 20:25

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Pharma cant get involved in this area (paying people) it’s a minefield #socpharm 6/16/2010 20:25

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J&J will capture some patients and will generate data capture and will demonstrate some outcomes. It’s part of a mkt mix #socpharm 6/16/2010 20:26

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Hell people who need Gleevec to stay alive are even non-compliant #socpharm 6/16/2010 20:27

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RT: LeighFazzina: For those who did not see the NYT piece on this topic – http://nyti.ms/ajcTOk . Peeps getting paid to take meds. #socpharm 6/16/2010 20:27

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T2: Are healthcare professionals seeking these communities? How many are they willing to join? Does it matter whose name is on it? #socpharm 6/16/2010 20:27

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RT @: Hell people who need Gleevec to stay alive are even non-compliant #socpharm 6/16/2010 20:28

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http://content.nejm.org/cgi/content/short/362/11/1052 NEJM on Compliance and medical education. Great read #socpharm 6/16/2010 20:28

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Following #socpharm while negotiating socal traffic. Will respond to these great comment l8r. Great to see @ 2nite! 6/16/2010 20:29

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@ It has been my experience that HCP’s are getting overwhelmed with info on the Web just like patients #socpharm 6/16/2010 20:29

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RT @: http://content.nejm.org/cgi/content/short/362/11/1052 NEJM on Compliance and medical education. Great read #socpharm 6/16/2010 20:29

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@ Back atcha. Glad you could join. Please keep your eyes on the road. :) #socpharm 6/16/2010 20:30

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T2: I keep hearing from my mktg folks that HCPs want more web/SM engagement, but I do wonder if there’s a saturation point. #socpharm 6/16/2010 20:31

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Do any of u think there should be ANY incentives at all to patients 4 taking their meds? Or is the resp. 100% on patient? #socpharm 6/16/2010 20:31

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@ why are they non-compliant? side effects, cost, age, family, just had enough chemo, depression. #socpharm 6/16/2010 20:31

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T2: patients want these communities. Do HCP? #socpharm 6/16/2010 20:31

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RT @: T2: patients want these communities. Do HCP? #socpharm 6/16/2010 20:32

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I have never seen anyone within pharma who has direct accountability for compliance and persistence #socpharm 6/16/2010 20:32

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It’s almost as if noncompliance is expected by the system. The majority of prescriptions written in the USA are never even filled. #socpharm 6/16/2010 20:33

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Sorry for ‘drive-by’: @‘s electroshock tweet caught attn. (26 yr. ind. vet, launched 3- 1st in class insulins, trnr) #socpharm 6/16/2010 20:33

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T2 patients will find communities that help them solve problems they want to solve. #socpharm 6/16/2010 20:33

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@ Agree with u and also will add many HCP’s don’t fully get the web and these technologes where patients r learning. #socpharm 6/16/2010 20:33

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@ addressed the non-compliance conundrum at lenght on Dose of Digital http://bit.ly/bhPdUn #socpharm 6/16/2010 20:34

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think of impact on health care costs/resources if all Rx’s were filled & all resources suggested were used;we’d need restructuring #socpharm 6/16/2010 20:35

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Drs, too! Addresses saturation.RT @: T2 patients will find communities that help them solve problems they want to solve. #socpharm 6/16/2010 20:35

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@ It is its part of pharma business model and if consumer good comps did that they would be out of bus #socpharm 6/16/2010 20:35

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@ Anyone have stat on how many of those scripts are not filled by patients? id like to know. #socpharm 6/16/2010 20:35

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T2: J&J site is for HCPs only. Is this the right focus? Should this community include patients as well? Perhaps too hard to police.#socpharm 6/16/2010 20:35

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@ and for every Rx unfilled there is a reason. I postulate the 65 yo not filling Rx differs from mom w/toddler #socpharm 6/16/2010 20:36

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@ I set daily reminders in my PDA to remind me when to take my medicine! $$ wont remind me. #socpharm 6/16/2010 20:36

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T1: I dislike the word “compliance.” sounds so egotistical. #socpharm 6/16/2010 20:36

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I’ve read/heard that majority of pts do not fill majority of Rx’s they are given (for multiple reasons); will try to find source #socpharm 6/16/2010 20:37

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@ mixing patients and MD on a public site fraught with issues. MDs should establish own SM with own patient base #socpharm 6/16/2010 20:37

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@ Good point. What terms should we be using in referring to these issues? #socpharm 6/16/2010 20:37

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@ exactly; it’s not just due to not caring (but that is a factor)… but still points to larger problem in health care #socpharm 6/16/2010 20:38

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@ MDs will seek something similar to communities of practice to solve problems as a trusted resource #socpharm 6/16/2010 20:38

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@ but if you were offered a large sum of $$ per day for compliance, wouldn’t your brain pay more attention?;-) #socpharm 6/16/2010 20:39

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Agree that adherence is intrinsic. Education and fear of long term sequale are more powerful/pass the 60 Minutes test – $ don’t. #socpharm 6/16/2010 20:39

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Adherence RT @: T1: I dislike the word “compliance.” sounds so egotistical. #socpharm 6/16/2010 20:40

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@ Good question. They could be noncompliant 4 many reaons and that requires a lot if psycholgy – not money delivering . #socpharm 6/16/2010 20:40

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T1: People are motivated by different things.. some by money, others fear. It will work for some. not all. #socpharm 6/16/2010 20:41

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Some patients do not like to be reminded to take meds because it says “You have a problem” #socpharm 6/16/2010 20:41

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@ If someone told me I was going to live or die – then i would remember to take the meds. Thats a fire under me! #socpharm 6/16/2010 20:41

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It has to start with the insurer. They know when patients get an Rx and they need to raise rates for patients who dont take #socpharm 6/16/2010 20:41

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Pharma can ID/facilitate: RT @: @ MDs will seek e.g. communities of practice to solve prblms/trusted resource #socpharm 6/16/2010 20:42

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Yep! RT @: Some patients do not like to be reminded to take meds because it says “You have a problem” #socpharm 6/16/2010 20:42

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@ Agree with you. Sermo is quite popular. #socpharm 6/16/2010 20:43

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Hi everyone joining #socpharm late! Looks interesting… 6/16/2010 20:43

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Adherence (to regimen) often preferred by pts./regulatory RT @: T1: I dislike the word “compliance.” sounds egotistical. #socpharm 6/16/2010 20:43

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So what we are uncovering 2 night is that there are SO MANY REASONS why non-compliance w/ meds occurrs. #socpharm 6/16/2010 20:43

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@ and that is you, each patient is different and reacts differently. Not psychology as much as why? #socpharm 6/16/2010 20:43

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We tested mobile reminders with diabetics and they hated it #socpharm 6/16/2010 20:44

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And our final topic for tonight: FDA announces postmarketing safety info/monitoring site. http://bit.ly/chpcRz #socpharm 6/16/2010 20:44

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@ Hi there! We’re having an extremely lively discussion about paying patients for compliance/adherence. #socpharm 6/16/2010 20:44

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i am! RT @: Hi everyone joining #socpharm late! Looks interesting… 6/16/2010 20:44

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Someone should wrtite back to the NYT reporter, Pam Belluck, and request she do a story on “all the noncompliance issues alone.” #socpharm 6/16/2010 20:45

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RT @: Speed dating to find a doctor http://bit.ly/dpu8yT #socpharm #hcmktg 6/16/2010 20:45

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Listening in on my first real-time #socpharm chat tonight. Usually I just read the next day! 6/16/2010 20:45

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Intersting. Everyone is indeed different then. RT @: We tested mobile reminders with diabetics and they hated it #socpharm 6/16/2010 20:45

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T3: FDA began posting today, and provided info on selected drugs approved since late 2007. http://bit.ly/dz7UIs #socpharm 6/16/2010 20:45

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Joining late but looks quite interesting… Gotta get caught up! #socpharm 6/16/2010 20:46

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@ I’d be interested to hear more about your test with DM pt #socpharm 6/16/2010 20:46

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@ They said “I dont like getting email while I am doing things to remind me that I am a diabetic #socpharm 6/16/2010 20:46

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@ u think that would be the case but even w/transplant recipients there is large % that don’t take anti-rejection meds #socpharm 6/16/2010 20:46

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@ People have low trust in FDA how can they trust them and FDA site is NOT consumer friendly at all #socpharm 6/16/2010 20:47

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I have heard of study of kids w/ Type 1 diabetes however benefiting from text reminders to take insulin, thanks to @ #socpharm 6/16/2010 20:48

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When you see a report on NBC that even ibuprofen is not safe what are consumers supposed to think #socpharm 6/16/2010 20:48

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Thx 4 sharin that! RT @: @ They said “I dont like gettin email while Im doing things 2 remind me im diabetic #socpharm 6/16/2010 20:48

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Signing out now. Coming dn w/ something & feeling dopey. thx @ & #socpharm tweeps. Will check in l8r to read tweets. 6/16/2010 20:48

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Every week a new report on a drug that was thought to be safe surfaces with new data that scares people #socpharm 6/16/2010 20:48

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@ Have to agree with you there. FDA’s site is stuck in the early 90s. #socpharm 6/16/2010 20:48

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Harvard Medical School published the largest study to date of what has been termed “primary nonadherence” http://bit.ly/9B1naj #socpharm 6/16/2010 20:48

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@ Shit. Transplant recipients not staying compliant either? Now this is sad. #socpharm 6/16/2010 20:49

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@ Feel better! Thanks for coming by! #socpharm 6/16/2010 20:49

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Pill burden/like HIV RT @: @ Shit. Transplant recipients not staying compliant either? Now this is sad. #socpharm 6/16/2010 20:50

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@ T3 didn’t see this. Guess more user friendly info out there on px drugs is a good thing… #socpharm 6/16/2010 20:50

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@ Do you think kids are more receptive than adults with text reminders? #socpharm 6/16/2010 20:50

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I wonder if noncompliance has to do w/ fact that pts may just be feeling fine at that moment; maybe increases if they feel bad? #socpharm 6/16/2010 20:51

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@ @ Type 1 diabetics are much different from Type 2 but since most are young there is not issue #socpharm 6/16/2010 20:51

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Like you never hear of Cialis or Viagra noncompliance #socpharm 6/16/2010 20:51

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@ @ Agree. FDA site poor. W/ health literacy a US issues, avg Joe can’t understand even the patient area. #socpharm 6/16/2010 20:52

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@ After having gone thro all involved w/getting a kidney, side effects & $ & other issues meant up to 40% noncompliant #socpharm 6/16/2010 20:52

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Yes but think kids are learning more about their dx than adults RT @ Think kids are more receptive than adults w/ texts? #socpharm 6/16/2010 20:53

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For over 20 years pharma has dumped billions into compliance and have not solved it. #socpharm 6/16/2010 20:53

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@ @ I hear ya on the burden part. Have they given up and figure “i will die at some point?” #socpharm 6/16/2010 20:53

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@ Sometimes I can’t understand what they post, and I’ve been in industry for ten years. :) #socpharm 6/16/2010 20:53

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RT @: Every week a new report on a drug that was thought to be safe surfaces with new data that scares people #socpharm 6/16/2010 20:54

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thx -no one able to crack the adherence code…@EmpHigher: Harvard Med School pub largest study to date http://bit.ly/9B1naj #socpharm 6/16/2010 20:54

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Ugh! Jumping in late #socpharm! Wow…convo looks great tonight! @ Do you have that patient study? 6/16/2010 20:54

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@ average joe is one demographic, x% of patients will use FDA one part of a solution like pubmed vs. WebMD diff users #socpharm 6/16/2010 20:54

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I think adult pts have a lot to learn from kids who suffer from similar diseases, especially in compliance RT @ #socpharm 6/16/2010 20:54

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the human fatal flaw? RT @: For over 20 years pharma has dumped billions into compliance and have not solved it. #socpharm 6/16/2010 20:55

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Me either! And site looks like its from 1987. RT @: @ Sometimes I can’t understand what they [FDA] post #socpharm 6/16/2010 20:55

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@ Depending upon regimen or cocktail multiple meds, mutiple x/day – busy life makes strict adherence impractical #socpharm 6/16/2010 20:56

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@ Sure do #socpharm 6/16/2010 20:56

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You’ve all been a super lively bunch tonight! @, thanks for letting me steal the moderator slot for this week. #socpharm 6/16/2010 20:57

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I always learn a lot from this crowd and could take any drug to blockbuster with all of you #socpharm Remember its about patients 1st 6/16/2010 20:58

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@ I think MODY and intensive insulin therapy have begun to blur the lines between adherence in T1 and T2 diabetes. #socpharm 6/16/2010 20:58

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RT @: So what we are uncovering 2 night is that there are SO MANY REASONS why non-compliance w/ meds occurrs. #socpharm 6/16/2010 20:58

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Transcripts will be up at http://bit.ly/9jUIbh in a bit. #socpharm Thanks for attending and have a wonderful week! See you next week at 8. 6/16/2010 20:58

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having done my share of studies…its sooo complex and diff patient 2 pati @: I wonder if noncompliance has to do w/… #socpharm 6/16/2010 20:59

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Thank you @ for guest moderating #socpharm tonight. Hope to hear from all of u again next Wed at 8 pm ET. 6/16/2010 20:59

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@ Gr8 topic. If only this group could go change the healthcare of the world! Thx for moderating tonight. #socpharm 6/16/2010 20:59

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This was fun! Thanks everyone! Thanks @ for cluing me in;-) #socpharm 6/16/2010 20:59

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Hope to see some of you at the CBI social media conference next week in Alexandria, VA — please introduce yourself! #socpharm 6/16/2010 21:00

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@ The people who did not want to be reminded tended to be Type 2. They felt it was a reminder they were unhealthy #socpharm 6/16/2010 21:00

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This can & is being done w/in regs. Needed! RT @: Pharma cant get involved in this area (paying people) it’s a minefield #socpharm 6/16/2010 21:01

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Thanks, Heather – juicy topic! PS – I see that my tweets showed up as coming from my personal and biz accts. Sorry for confusion. #socpharm 6/16/2010 21:01

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Thanks, Heather – juicy topic! PS – I see that my tweets showed up as coming from my personal and biz accts. Sorry for confusion. #socpharm 6/16/2010 21:01

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@ Yes, so the young ones accepted/mature patients still grappling? #socpharm 6/16/2010 21:02

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HCPs are people too – they will pick the sites/comm that meet their needs RT @ @ been my experience that HCP #socpharm 6/16/2010 21:03

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Thank you everyone. Some day us Linchpins will put patients first and someone will say “we should have done this sooner’ #socpharm 6/16/2010 21:03

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RT @: RT @: http://bit.ly/db2OiO NEJM on Compliance and medical education #socpharm 6/16/2010 21:04

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thanks…joined late but gr8 chat…@heldincontempt #socpharm 6/16/2010 21:04

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@ The media would have a field day with it they already accused pharma of buying patients with frequent Rx cards #socpharm 6/16/2010 21:05

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@ Powerful MODY message: Exercise and diet may eliminate needles altogether or certainly require less in most cases. #socpharm 6/16/2010 21:05

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Incentives for patients & HCPs are necessary but not sufficient RT @: Incentives 4 patients 2 take meds? #socpharm 6/16/2010 21:05

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@ @ We just finished some research with docs and they said they dont want to spend more time online #socpharm 6/16/2010 21:05

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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