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#SocPharm Tweetchat Transcript 6/2/2010

Posted by | 4:40pm on Wednesday, June 2, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Plse start w/intros & why u are interested in this topic. 6/2/2010 19:01

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them) 6/2/2010 19:02

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@ Rich Meyer, Passionate DTC marketer and author of World of DTC marketing.com and writer for PM360 magazine #socpharm 6/2/2010 19:03

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@ Good fair balance #socpharm 6/2/2010 19:03

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I’m Eileen, work at Siren Interactive, relationship marketing agency focusing on rare disorders. Excited to be talking #socpharm tonight. 6/2/2010 19:03

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Applying principles of physician learning & medical education across the evolving spectrum of medical communication and promotion #socpharm 6/2/2010 19:03

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Daphne, from IMRE Healthcare…only lurking tonight, I swear! #socpharm 6/2/2010 19:05

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T1: @‘s survey asks is Pharma’s use of redirect URLs in paid search ads a “bait &switch?” http://bit.ly/ao9hRT Opinion? #socpharm 6/2/2010 19:06

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T1: If you get to the results of @‘s survey, people are pretty polarized about the topic of paid search redirect urls #socpharm 6/2/2010 19:07

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I am Jack Bilson work at Cadient Group and performed some of the first paid search for pharma in the late 90′s #socpharm 6/2/2010 19:07

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@ You made it! Please share your experience w/Google back in the late ’90s doing paid search. #socpharm 6/2/2010 19:08

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RT @ T1 @‘s svy asks is Pharma’s use of redirect URLs in paid search ads bait &switch” http://bit.ly/ao9hRT ? #socpharm 6/2/2010 19:08

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@ Ian Orekondy, online/search engine marketer with deep pharma experience and author of SearchandSocialMedia.com #socpharm 6/2/2010 19:09

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It is bait and search but search is more complex and patients may not stay or only use a single site #socpharm 6/2/2010 19:09

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So basically Google et al. colluding to bypass regulatory constraints, eh? #socpharm 6/2/2010 19:10

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Hello Eileen & everyone, Angela Dunn here :) #socpharm 6/2/2010 19:10

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@ I think colluding is a pretty strong word. I prefer enabling! #socpharm 6/2/2010 19:11

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No I dont think it is bait and switch. It’s all about getting people to the page with information on it regardless of website #socpharm 6/2/2010 19:11

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@ My brain went straight to “colluding,” but you’re right, “enabling” a much more enabling descriptor ;-) #socpharm 6/2/2010 19:12

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I had always believed that pharma should do a search for everypage and have multiple page URL’s #socpharm 6/2/2010 19:12

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I think if they continue with that track once the searcher lands there should be a HUGE splash page saying who sponsors #socpharm 6/2/2010 19:12

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@ No its not colluding its about getting people to precise info #socpharm 6/2/2010 19:13

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T1: With PPC u don’t want to pay to get people to click & bounce off the site, u want to try to get them appropriate info #socpharm 6/2/2010 19:13

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T1 Back in the day of .1 cent bids on Overture searchmarketing.yahoo.com worked to help Product.coms get exposure on disease terms #socpharm 6/2/2010 19:13

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T1: @ & google had it right at #FDASM in DC; vanity URLs for Paid Search does not work for patients or Pharma they have data #socpharm 6/2/2010 19:14

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@ Ok, so what’s more precise…getting them to direct link or getting them there indirectly? #socpharm 6/2/2010 19:14

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@ In many cases, since you are going to Brand.com it is relatively apparent who sponsors info #socpharm 6/2/2010 19:15

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@ I agree but some data is more valuable & trustworthy then other Most MDs cant critically appraise data Patients??? #socpharm 6/2/2010 19:15

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T1: @ & google had it right at #FDASM; vanity URLs 4 Paid Search does not work 4 patients or Pharma they have data #socpharm #socpharm 6/2/2010 19:15

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T1: Bing & Yahoo have no issue w/the redirects it’s only Google who require special permission & truly investigate ads #socpharm 6/2/2010 19:16

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@ It’s all about getting them to the right information quickly. Why go to several pages when you can go there 1 click #socpharm 6/2/2010 19:16

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RT @: T1: Bing & Yahoo have no issue w/the redirects it’s only Google who require special permission & truly investigate ads #socpharm 6/2/2010 19:16

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T1: Also if you look at the FDA Paid Search warning letters you will see they *Never* looked at the terms just the ads themselves #socpharm 6/2/2010 19:16

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I would be curious about testing what patients learn from searches. Does it change over time? Who do they trust? #socpharm 6/2/2010 19:16

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@ I agree, absolutely. That’s about as precise as you can get. #socpharm 6/2/2010 19:16

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@ I believe they are going to go to several sources to get data #socpharm 6/2/2010 19:17

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RT @: I would be curious about testing what patients learn from searches. Does it change over time? Who do they trust? #socpharm 6/2/2010 19:17

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@ But, right now, it’s all we’ve got in some cases. #socpharm 6/2/2010 19:17

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@ When I was on Cialis team we had URL ED causes which went to causes of ED on Cialis.com #socpharm 6/2/2010 19:17

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@ if you know the brand no harm, but do patients ??? the data well enough? Teaching critical review is an opportunity #socpharm 6/2/2010 19:18

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@ @ I did lots of research on trust and its a big issue. Trust in pharma is low #socpharm 6/2/2010 19:18

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@: T1: Bing & Y! are not #1; Google has to be better than the other guys you also have the whole adwords network thing #socpharm 6/2/2010 19:18

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I am amazed that Google never developed a special health search page it opens up a lot of opps #socpharm 6/2/2010 19:19

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@ it would be great to test their knowledge prior to dx, during tx, and post and what they learned. #socpharm 6/2/2010 19:19

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@ Kinda already know consumers/patients don’t trust pharma motives. #socpharm 6/2/2010 19:19

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One benefit of vanity display URLs to pharma cos is the lower cost per click as a result of improved ad relevance to the query. #socpharm 6/2/2010 19:19

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Brand web sites are written about the indication, approved data and what will move patients to discuss w/MD #socpharm 6/2/2010 19:20

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@ @ I can tell you that patients are overwhelmed with so much med information on the web #socpharm 6/2/2010 19:20

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@ Did you see this? Bing Health Map launched today. E.g. #Diabetes http://bit.ly/d6uKf5 #socpharm 6/2/2010 19:20

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@ @ It’s one of the reasons they spend so much time getting health info #socpharm 6/2/2010 19:20

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@ @ yeah, pharma has a lot of work to do on that. #socpharm 6/2/2010 19:20

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Hi all, Frieda Hernandez from Siren Interactive joining the #socpharm twwetchat. Focus on #raredisease #hcsm #fdasm #epharma #epatients 6/2/2010 19:20

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@ @ Of course, the alternative…too little info…is worse, IMO. #socpharm 6/2/2010 19:21

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@ I bet the data is there but to test it like we test MDs in CME would be great. Outcomes data from searches for patients #socpharm 6/2/2010 19:21

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@ @ Just wrote a blog abt study showed pts trust 3rd party health advocacy groups online: http://bit.ly/cDbOEd #socpharm 6/2/2010 19:21

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RT @: T1: Also if you look at the FDA Paid Search warning letters you will see they *Never* looked at the terms just the ads themselves #socpharm 6/2/2010 19:22

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@: Google has messed with a health ‘coop’ and a health channel 3 times in the last 6 yrs; every time = #fail #socpharm 6/2/2010 19:22

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@ @ Yes it was excellent and I reminded people big diff between advocacy groups and soc media #socpharm 6/2/2010 19:23

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Did not see this! Fascinating RT @: @ Bing Health Map launched today. E.g. #Diabetes http://bit.ly/d6uKf5 #socpharm 6/2/2010 19:23

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@ Google is trying to be all things to everyone and losing focus IMO #fail #socpharm 6/2/2010 19:23

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Matching outcomes/searches/patients w/what heard at the healthapps would be so cool #socpharm 6/2/2010 19:23

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@ Not surprised by that at all, there’s no transactional agenda. #socpharm 6/2/2010 19:23

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@ Google has a version too: http://selnd.com/aTW3G3 #socpharm 6/2/2010 19:24

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There is also a direct correlation between seriousness of health condition and search/time researching #socpharm 6/2/2010 19:24

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Nearly 16M adults in the US are caregivers. 80% of them are caring for another adult (18+). 67% are caring for a relative. #socpharm 6/2/2010 19:25

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@ And that number only going up as incidence of chronic illness rises, too. #socpharm 6/2/2010 19:26

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@ Trust and what you learn are two different outcomes. I want to know what someone knows and what they do with it #socpharm 6/2/2010 19:26

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@ Plus lot of people caring for someone and want to be empowered #socpharm 6/2/2010 19:27

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Wow RT @: Nearly 16M adults in US are caregivers. 80% are caring for another adult (18+). 67% are caring 4 a relative. #socpharm 6/2/2010 19:27

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@ but multiple chronic illnesses move people off line to groups #socpharm 6/2/2010 19:27

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@ I want to know *why* they want to know and how they’re going to use info. #socpharm 6/2/2010 19:28

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RT @: Nearly 16M adults in US are caregivers. 80% of them are caring for another adult (18+). 67% are caring for a rel. #socpharm 6/2/2010 19:28

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T1 We need a FDA sanctioned path to not having to do bait & switch paid search ads & while the YAZ example is better we need more #socpharm 6/2/2010 19:28

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@ @ They take info to docs and it bothers some. “difference between doc and God? God doesnt think he is doc #socpharm 6/2/2010 19:29

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@ How so? Am curious about that. #socpharm 6/2/2010 19:29

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Fascinating caregiver info. Anyone know any pharma co addressing caregivers needs online? #socpharm 6/2/2010 19:29

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I think this is an excellent website for support http://is.gd/cAjMt #socpharm 6/2/2010 19:30

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@ Caregivers hugely overlooked…tap in to NFCA for info about that? #socpharm 6/2/2010 19:30

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@ M. Knowles adults seek solutions to problems. What was the problem they sought to solve and how did they solve it? #socpharm 6/2/2010 19:31

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Should we be making distinction between volunteer (family) caregivers vs. paid caregivers? #socpharm 6/2/2010 19:31

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@ @ How about FDA stepping into the NOW #socpharm 6/2/2010 19:32

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@ Tell me more about the cooking site. #socpharm 6/2/2010 19:33

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I would like to see MDs becoming their own WebMD. Have sites build to address their demographics cut out bad data. #socpharm 6/2/2010 19:34

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@ they have diff needs so I would say yes #socpharm 6/2/2010 19:34

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T2: @ wrote How Smartphones are Changing Health Care 4 Consumers & Providers: http://bit.ly/aIOlbd Agree? #socpharm 6/2/2010 19:35

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RT @: I would like to see MDs becoming their own WebMD. Have sites built to address their demographics cut out bad data. #socpharm 6/2/2010 19:36

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Pipe dream? ;-) RT @: @ @ How about FDA stepping into the NOW #socpharm 6/2/2010 19:36

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hemophilia brands RT @ @ Fascinating caregiver info. know any pharma co addressing caregiver needs online? #socpharm 6/2/2010 19:36

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@ @ Paid Search is tough as FDA will have to answer 1click limited text & context but its the most important #socpharm 6/2/2010 19:37

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@ Absolutely, caregivers of young patients are addressed by pharma #socpharm 6/2/2010 19:37

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@ T2: Depends on which consumers we’re talking about. #socpharm 6/2/2010 19:37

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@ @ Apps need to be valuable #socpharm 6/2/2010 19:38

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smartphones remain a tool. What is the strategy goals etc. one media is better then another. It is not paint but focused mkt #socpharm 6/2/2010 19:38

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@ @ People dont like apps that remind them they have a disease #socpharm 6/2/2010 19:38

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@ Most apps are deleted within a short term #socpharm 6/2/2010 19:39

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T2, apps can help with tools for self-mgmt and help adherence, simple text reminders already work for some chronic conditions #socpharm 6/2/2010 19:40

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I am not sure pharma is ready for mobile marketing #socpharm 6/2/2010 19:40

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@ @ Checkout hashtag #healthapps for info from HHS CHDI Forum today #socpharm 6/2/2010 19:40

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At a bare minimum Smartphone means the screen size of the future is in your hand not on your desk Hear that its usability dying #socpharm 6/2/2010 19:41

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@ @ I agree that family caregivers have different needs vs paid. AARP recently published data on male cgs… #socpharm 6/2/2010 19:41

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@ Too bad, they need to be because that’s where it’s all headed. #socpharm 6/2/2010 19:42

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But what if that app is actually a useful tool? RT @: @ @ Apps need to be valuable #socpharm 6/2/2010 19:42

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@ Baxter, Pfizer, Bayer. All have a digi communities. Worked on hemophilia consumer for yrs-all about the caregivers #socpharm 6/2/2010 19:43

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@ @ @ Agreed but then it needs to be updated as OS evolve and pharma is not ready #socpharm 6/2/2010 19:43

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RT @: @ @ Checkout hashtag #healthapps for info from HHS CHDI Forum today #socpharm #hcsm 6/2/2010 19:43

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Where’s that intel coming from? RT @: @ Most apps are deleted within a short term #socpharm 6/2/2010 19:44

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@ That was so great today turned my world upside down #socpharm 6/2/2010 19:44

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In keeping w/ the mobile theme, thoughts on Pfizer&Epocrates partnership? @ summarizes: http://ow.ly/1Ti8H #socpharm 6/2/2010 19:45

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@ I completely missed it…will need to go through the hashtag stream for sure. #socpharm 6/2/2010 19:45

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@ From Comscore and other multiple sources I am a data whore I collect a ton #socpharm 6/2/2010 19:45

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RT @: keeping w/mobile theme, thoughts on @ & @ partnership? @ summarizes: http://ow.ly/1Ti8H #socpharm 6/2/2010 19:46

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Healthcare’s future IS in mobile marketing http://bit.ly/bLlv88 RT @ I am not sure pharma is ready for mobile marketing #socpharm 6/2/2010 19:46

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@ It’s a great start for transparency #socpharm 6/2/2010 19:47

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Have to go now. Have a nice evening, thank you @ ! #socpharm 6/2/2010 19:47

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Family caregiver stats #socpharm http://bit.ly/95GLRx 6/2/2010 19:47

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Nice share! RT @: Healthcare’s future IS in mobile marketing http://bit.ly/bLlv88 #socpharm 6/2/2010 19:48

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Direct access to pharma intel from eprescribing is not a new concept #socpharm 6/2/2010 19:48

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Pfizer takes first steps towards transparency | Marketing of prescription drugs #socpharm http://shar.es/mlx21 6/2/2010 19:48

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@ So, you’re the go-to data whore? ;-) #socpharm 6/2/2010 19:48

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also mobile just isnt about push comm- it’s a/b ease/pref, of engagement. simple usability to meet needs. not a website in ur hand #socpharm 6/2/2010 19:48

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pfizer knows how to mkt. Great idea and perfectly pitched. But it is only for pfizer data, not sure of the shelf life #socpharm 6/2/2010 19:49

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re @ and usability, this is where ipad becomes a future force #socpharm 6/2/2010 19:49

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@ before that can happen Internet speed have to get faster for mobile..did u c what AT&T did #socpharm 6/2/2010 19:49

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@ that be me working in pharma where you dont get cup of coffee without researh and data #socpharm 6/2/2010 19:50

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RT @: Nice share! RT @: Healthcare’s future IS mobile marketing http://bit.ly/bLlv88 #socpharm 6/2/2010 19:50

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RT@richmeyer I think this is an excellent website for support http://is.gd/cAjMt #socpharm thX, this really looks to be a great resource 6/2/2010 19:50

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Gotta check out, nice chatting with ya’ll ;-) #socpharm 6/2/2010 19:50

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@ ;-) #socpharm 6/2/2010 19:51

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@ Pfizer&Epocrates They get used at the point of care so its targeted and valuable to connect to science liasons #socpharm 6/2/2010 19:51

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@ its a solid step forward for @, MDs want real-time clinical support and @ can be a great channel #socpharm 6/2/2010 19:51

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@ Thanks for participating tonight! #socpharm 6/2/2010 19:52

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I have to jet. Thanks such great ideas and minds. #socpharm 6/2/2010 19:52

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RT @: RT @: Nice share! RT @: Healthcare’s future IS mobile marketing http://bit.ly/bLlv88 #socpharm 6/2/2010 19:53

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@ http://is.gd/cAlev #socpharm Some stats 6/2/2010 19:53

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@ agreed, it needs to be an extensible model for MDs to get full utility, let’s see how well Pfizer provides support #socpharm 6/2/2010 19:55

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Ready to wrap up #socpharm tonight. One last question: what upcoming conferences are people planning to attend? 6/2/2010 19:55

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@ @ @ @ it’s a great first step indeed #socpharm 6/2/2010 19:55

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@ RE usability challenges grow! Is the iPad a HCP focus consumer focus or both or is it really iFad? time will tell #socpharm 6/2/2010 19:56

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key to successful mobile mktng into pharma is thinking more a/b how the mobile device can deliver content-beyond mobile web access #socpharm 6/2/2010 19:57

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Anyone attended event organized by iiBIG (International Institute for Business Information & Growth)? http://bit.ly/91IXLU #socpharm 6/2/2010 19:58

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@ I’m giving the keynote, “Social Media & its Impact on Healthcare”, June 14th at #HCNM http://bit.ly/bllAsP #socpharm 6/2/2010 19:58

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@ ur right if ui not redesigned, if it’s just a resize from iphone, big problems #socpharm 6/2/2010 19:58

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Gr8! RT @: @ I’m giving keynote, “Social Media & its Impact on Healthcare” June 14 #HCNM http://bit.ly/bllAsP #socpharm 6/2/2010 19:58

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I will be at e-Patient Connections Conference 2010 in Philly in Sept. #socpharm 6/2/2010 20:01

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@ @ will be speaking at CBI 5th Annual #RareDisease Leadership Summit http://bit.ly/cp6ciW #socpharm 6/2/2010 20:02

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I’m hoping to #epatcon was amazing last yr RT @: I will be at e-Patient Connections Conference 2010 in Philly in Sept. #socpharm 6/2/2010 20:03

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That’s it for #socpharm tonight. Thanks for participating everyone. See you next Wed at 8 pm EST. 6/2/2010 20:03

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@ thanks for hosting another great #socpharm chat, sorry I was late tonight, see everyone next week 6/2/2010 20:05

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@ THX #socpharm 6/2/2010 20:06

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@ Thnx for stimulating convo #socpharm 6/2/2010 20:06

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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