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#SocPharm Tweetchat Transcript 6/22/2011

Posted by | 10:02pm on Wednesday, June 22, 2011

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Thrilled that @ from @ is moderating #socpharm tonight.

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Hello! Thrilled to be here @. Welcome everyone to the biopharma marketing & social media chat! ( #socpharm) #socpharm

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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

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Hi Meredith, Ciaran Bellwoar from Siren Interactive. Looking forward to tonight’s chat. #socpharm

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I’m having laptop issues so I’m here via phone :) #socpharm

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Rich Editor for PM 360 and BLOGGER rampant #socpharm

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Desperately need a .health domain for credible health info #socpharm

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Welcome @ and @, thanks for joining! Looking forward to the discussion. Anyone else? #socpharm

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Hi! Maureen Malloy also from @ #socpharm

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@ hope you are in US tonight & not having insomnia in Germany #socpharm

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So to kick things off – was curious to hear other thoughts re: AdAge article – @ thoughts here http://bit.ly/l9sbEP #socpharm

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Any #socpharm lurkers feel free to day hi – we’re nice to newbies!

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@ hola #socpharm !

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Hi all–joining late i’m afraid! #socpharm

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Welcome @ and @: ! We’re just getting going. #socpharm

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@ – indeed – who will be the lucky bidder (re: .health) #socpharm

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@ hola Meredith! Im here too #socpharm

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One key from @‘s post was that most health content doesn’t originate on Twitter/FB – just shared there. Imp 2 remember #socpharm

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Hi there – Frieda Hernandez joining #socpharm tweetchat. Interested in all things #raredisease #epatient #fdasm #epharma #hcsm #HCSMEU

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Hi @! To your post – where are your clients with listening today? #socpharm

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Also that it all starts first with listening… @: @: ‘s post #socpharm

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@ I think the biggest insight i took away was that negative brand perceptions are not being addressed from pharma #socpharm

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Perhaps to start another topic – @ had a post today re: WebMD. We see them being so key for patients at so many points #socpharm

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@ even the clients that do listen & most do, the greater 1/2 of them are still figuring out the goverenance policies #socpharm

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All our clients are listening to social media, some even acting on insights from it. Essential tool in #rarediseases. #socpharm

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in the treatment continuum in our research, perhaps the Grand Central in Rich’s train analogy #socpharm

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@ @: I really liked the analogy to gossip – can’t change if you don’t hear the negative #socpharm

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@ most clients take the #some monitoring insights & layer them upon traditional research 2 inform strategies/tactics #socpharm

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But who is listening? I find most clients are not listening consistently espec generalists brand mgrs? @: : @ #socpharm

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Thx. very true RT @ @: I really liked the analogy to gossip – can’t change if you don’t hear the negative #socpharm

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Yes, so to what degree is the listening actually informing brand messaging today? It seems to be somewhat siloed insight still? #socpharm

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@ Saw great article from BMS brand manager about how listening helped inform his tactics. I’ll look for it now. #socpharm

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@ great point. wld love to see someone sponsor follow upsurvey to @ data on what % of pharma clinets r monitoring #socpharm

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love to see…@EileenOBrien: @ Saw great article from BMS brand manager about how listening helped inform his tactics. #socpharm

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And beyond being aware of the “gossip” and using to inform strategy – there’s the fear of how to “engage” in discussion #socpharm

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loved @ ‘s “baby steps” post – so much analysis paralysis. #socpharm

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I think the key is real person listening for context – not just data – is important factor #socpharm

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Hello @ @ Joining in + listening :-) #socpharm

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@ IMO, i think monitoring #some insights might not *change* core brand msging. but certainly helps segment it better #socpharm

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100% agree. RT @: I think the key is real person listening for context – not just data – is important factor #socpharm

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RT @: Consumers Now Spending More Time on Mobile Apps Than Web [REPORT] http://t.co/4TaUnDw via @ #hcsm #socpharm #mhealth

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yes, totally RT @: loved @ ‘s “baby steps” post – so much analysis paralysis. #socpharm

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Using Social Networks to Guide Product Spend: http://ow.ly/5oisS #socpharm

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RT @: Consumers Now Spending More Time on Mobile Apps Than Web [REPORT] http://t.co/4TaUnDw via @ #hcsm #socpharm #mhealth

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@: Great post! http://bit.ly/l9sbEP and great point @. Would like to see follow on research too abt listening #socpharm

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@ also you mentioned encouraging “shareworthy” content – any particularly good examples of this from clients/others? #socpharm

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Also important to do something w what u hear & learn! :-) @: : 100% agree. @: : key is real person listening 4context #socpharm

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“To listen is to lean in, softly, with a willingness to be changed by what we hear.” ~ Mark Nepo #socpharm

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Absolutely RT @: Also important to do something w what u hear & learn! :-) RE: key is real person listening 4context #socpharm

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thank you. looking 4ward to reading! RT @: Using Social Networks to Guide Product Spend: http://ow.ly/5oisS #socpharm

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RT @: “To listen is to lean in, softly, with a willingness to be changed by what we hear.” ~ Mark Nepo #socpharm

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spot on gr8 article RT @ Using Social Networks to Guide Product Spend: http://bit.ly/jOWe8L #socpharm

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Sorry lost Internet but back now #socpharm

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Nice! RT @: “To listen is to lean in, softly, with a willingness to be changed by what we hear.” ~ Mark Nepo #socpharm

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@ yes! willingness to be changed – not fear of having to…! #socpharm

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A friend told me that IMS person really crucified pharma trust on webinar #socpharm

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@ how so #socpharm

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) RT @ @ yes! willingness to be changed – not fear of having to…! #socpharm

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@ #socpharm What about the report that other ads performed better than Web MD

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@ @ Agree, but with “rules”, any good examples of how pharma has acted on what they hear and learn? #socpharm

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Love it! RT @: “To listen is to lean in, softly, with a willingness to be changed by what we hear.” ~ Mark Nepo #socpharm

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Eileen sent me the link said that other ads perform better than Web MD also clients seem to think Web MD is very expensive #socpharm

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On side note hearing that digital budgets are already being cut by a lot of companies #socpharm

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@ Thank you for the warm welcome, it has been a while. :) #socpharm

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Pharma Marketers Should Think Outside WebMD, Says Report: http://me.lt/590OO #socpharm

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@ recently client produced gr8 resource. Target audience went on FB & shared it, spike in registrations #socpharm

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Another topic I am wondering about – just completed some research with NPs and PAs – amazed by how they’re using digital @ #socpharm

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@ find it hard to get a read on “worthiness” when most pharma doesnt allow like, post, RT, respond or engage w/them #socpharm

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Yet NP/PAs so often neglected by pharma communications. is this changing? #socpharm

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Consumers search for health information online has a lot of stops http://me.lt/5B0vg Web MD is def stop but it is decision stop ? #socpharm

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I hope this group http://bit.ly/iFEOXg helps push our industry along & supports FDA where they have lack of intellectual capitol #socpharm

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@ We’ve case study of how client language re disease was different than pts using. Refocused language, spike in visits #socpharm

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@ …bms example that @ just sent around..perhaps AZ tweet chat to get input for copay program.@ #socpharm @

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@ so in our research we do see it as a primary decision stop – but was curious what your experience has been #socpharm

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@ @ Great point consistently hear in research that content on pharma websites is hard to understand #socpharm

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@ @ Interesting…thx! #socpharm

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@ In the research we did earlier this year it was def a stop but people also went to other sites for more info #socpharm

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RT @: Pharma Marketers Should Think Outside WebMD, Says Report: http://me.lt/590OO #socpharm

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I think it is changing Yet NP/PAs so often neglected by pharma communications. is this changing? i.e. use HCP not “doctor”#socpharm

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@ Can you share any tidbits from that NP/PA research? #socpharm

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@meredithressi Interested in your research and digital findings! #socpharm

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@ depends on the ad buy. is it linked to relevant content? also the buys spans across multiple networks besides WebMD #socpharm

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@ webmd primary decision stop…yes for naive new patients or experienced patients or both? #socpharm

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Web MD’s selling point is that they have the numbers but that does not mean a lot today #socpharm

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RT @: RT @: Pharma Marketers Should Think Outside WebMD, Says Report: http://me.lt/590OO #socpharm

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@: what were the evaluative criteria of ad performance?old school CTR or were there more “engagement” metrics built in? #socpharm

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@ Interesting point. The language has broadened to “healthcare professionals” no longer not just focused on doctors. #socpharm

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Huge shift in past year in digital adoption at POC – NP/PAs going online >10hrs/wk for prof; over 3/4 use during work day #socpharm

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Also interesting 2 year study in Strategy + Business that says people want more self reliance #socpharm

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@ Can you share any topline insights abt NPs andPAs use of digital? #socpharm

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RT @: Another topic I am wondering about – just completed some research with NPs and PAs – amazed by how they’re using digital @ #socpharm

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@: You can download the report at the URL I posted #socpharm

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@: My experience has been too expensive for most without great ROI #socpharm

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NP/PAs looking to pharma to provide patient ed resources, reimbursement info, even clinical trial info, med ed #socpharm

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@ Have u seen this about nurses? 96% nurses have contact w/pharma reps & attend #CME MT @ http://is.gd/EyiHYb #socpharm

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@ oh interesting tx i had not seen that study – but very consistent w/ our findings #socpharm

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@ ROI. hate that acronym! ROI is specific to your brand objective &therefor is “objective” in nature. we cant generalize #socpharm

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@ Cooties !!! Believe it or not hospital here has banned cause of germs #socpharm

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RT @: Yet NP/PAs so often neglected by pharma comms… #socpharm We see them having great influence on #raredisease patients

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@: You can when Web MD wants to charge you half a million $$ for a program #socpharm

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Me too…most ROIs are bogus and self serving…RT @: : @ ROI. hate that acronym! ROI is specific to your brand obj #socpharm

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@: Pharma doesnt go to bathroom without ROI analysis #socpharm

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RT @: : RT @: NP/PAs…neglected by #pharma comms…We see them having gr8 influence on #raredisease patients #socpharm

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Right now budgets are being cut everywhere and the first to be cut is often digital so ROI is key #socpharm

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@ @: Sad, but true, Rich. #socpharm

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@ I find this fascinating. My sister is NP but at UPenn so can’t see sales rep just like docs there. #socpharm

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@ yes! Over 3/4 of nurses surveyed have a smartphone – an using apps, web, prof. content/tools – much like drs #socpharm

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RT @: Huge shift in past year in digital adoption at POC – NP/PAs going online >10hrs/wk for prof; over 3/4 use during work day #socpharm

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@ Are you saying CA hospital has banned iPads due to germs? #socpharm

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RT @: Me too…most ROIs are bogus and self serving…RT @: : @: ROI. hate that acronym! ROI is specific to your brand obj #socpharm

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Yes, but most ROI analysis aren’t worth much and no consistency across brands, customers. @: @: Pharma doesnt #socpharm

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@ Digital budgets for pharma being cut? Would love to see stats! #socpharm

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@ Yes they actually sent three to lab to swab for germs and they came back loaded #socpharm

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@: Absolutely – such an influence on ongoing patient care, and esp. within certain disease categories. &prescribing!! #socpharm

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RT @: @ Are you saying CA hospital has banned iPads due to germs? #socpharm

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@ Those stats u r not going to see but checked with 4 people and they are being cut #socpharm

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@ their prices are proposterous, i know. pay for “expected” reach. but they never tell you what real reach is? trickery #socpharm

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20 Patent expiries will reduce brand spending by $120Bn through 2015 #socpharm

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@ @ is this banning smartphones b/c of cooties? #socpharm

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@ Eww! You know what – I bet they are germy!!! GROSS. #socpharm

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@: ASnd they wont guarantee ANYTHING at a time when marketers need to do ROI analysis to get $$ #socpharm

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I’m aware. just ned to shift old school thinking RT @ @: Pharma doesnt go to bathroom without ROI analysis #socpharm

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@ @ iPads not smartphone actually a new startup is developing disposable paper sleeve for iPads #socpharm

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really? why not? RT @ @ My sister is NP but at UPenn so can’t see sales rep just like docs there. #socpharm

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@ #raredisease pts not captured by epidem’l studies 4 planning purposes? #socpharm

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ahh about time!! RT @: iPads not smartphone actually a new startup is developing disposable paper sleeve for iPads #socpharm

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@ @ #socpharm With new anti antibiotic germs they are afraid of litiigation

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RT @: “To listen is to lean in, softly, with a willingness to be changed by what we hear.” ~ Mark Nepo #socpharm

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not true at all http://slidesha.re/jIuFjx RT @ @ Digital budgets for pharma being cut? Would love 2 see stats! #socpharm

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By the way ANY organization that does not get Manhattan Research is doing themselves a big disservice lots of ammunition there #socpharm

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@ Like many other academic med ctrs have banned pharma sales reps. Don’t want undue influence/bias. #socpharm

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@ oh she’s at the teaching hospital. i see. gotcha. without reps how doesn she get Rx information? #socpharm

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@ thanks so much, rich. #socpharm

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Last year DTC ads were down almost $300 million according to IMS #socpharm

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@ Whenever I need money for digital I just use Manhattan Research data #socpharm

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@ yikes! reminds me of this sai chart of the day http://tinyurl.com/5t94ulv glad for the sleeves :-) #socpharm

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2010 Promotional Spending #socpharm http://twitpic.com/5fex9y

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same here :) I am very lucky! RT @ @ Whenever I need money for digital I just use Manhattan Research data #socpharm

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@: Thank you for the slideshare resource on #digital, will take a look. :-) http://slidesha.re/jIuFjx #socpharm

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@ Any RN or NP/PA stats that you found in your research that surprised you? #socpharm

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@ Re; surprsing – as w/our 2011 phys research – just HOW QUICKLY things are changing in how med. is practiced #socpharm

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@ @ Change can happen quickly when forced on you #socpharm

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Most consumer marketers planning increases in digital but is pharma ? #socpharm

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@ Good question. From what I can tell: UpToDate & convos w/residents/docs. I’ll have to ask her again. #socpharm

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They waste lots of $$ making Google wealthy #socpharm

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@ agree. we hear a lot about efficiency during work day; challenges of incr. patient volume; and how digital eases load #socpharm

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@ One Dr said to me “I had to got to med school not I have to go to business school ? #socpharm

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@ Oh yes, budget may be shrinking overall & may be moving away from offline but they are investing in digital. #socpharm

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@ any other stats you found surprising for nurses? #socpharm

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RT @: @ Oh yes, budget may be shrinking overall & may be moving away from offline but they are investing in digital. #socpharm

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Here in Ca nurses wanted to write Rx for some drugs but AMA fought it hard #socpharm

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@ Exactly. so much has changed for drs in the last 10 years – not just the technology. whole new world of practicing med. #socpharm

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Wow, the hour is up. Thanks so much to @ for moderating a great #socpharm conversation tonight & thanks everyone for joining…

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How can you invest in digital without a good infrastructure to support ? This is why all digital needs to be oursourced #socpharm

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Wow, that did go fast as promised! Thanks so much everyone, and esp @ for invite. really enjoyed the discussions! #socpharm

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but in many cases not the world that docs want to play in-15 minute intervals and lots of paperwork…@meredithressi: @ #socpharm

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Thanks @ @ and all for a great discussion #socpharm

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sad but true RT @: but in many cases not the world that docs want to play in-15 minute intervals and lots of paperwork #socpharm

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I’ll let you know when transcript is up. Hope to see you next week.

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@ still digging in data but love mobile findings! like w/ phys, ipad/mobile/app growth &interest in using w/ patients #socpharm

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@ @ TYVM! Gr8 2 see everyone+meet new friends! @ @ @ @ @ #socpharm

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RT @: @ Exactly. so much has changed for drs in the last 10 years – not just the technology. whole new world of practicing med. #socpharm

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@ As an interactive agency, I’m game for that :) #socpharm

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RT @: @ Exactly. so much has changed for drs in the last 10 years – not just the technology. whole new world of practicing med. #socpharm

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@ Thanks so much for the great moderation and thanks to all for great convo #socpharm

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RT @: : @ Thanks so much for the great moderation and thanks to all for great convo #socpharm

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@ also the demand for tools/content from pharma among nurses (e.g.,patient ed, sample request options, CME) #socpharm

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@ thank you for moderating #socpharm cc// @ …..and now back to my regularly scheduled program AKA- powerpoint :)

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@: my pleasure very much enjoyed the conversation, thanks for joining! #socpharm

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@ ha, enjoy, tell PPT i said hi #socpharm

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@ Great to meet you too. Enjoyed your insightful comments. #socpharm

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@ That’s good to hear. Do they want info specific to nurses? Or do they just use doc info on websites, for example. #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.

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