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#SocPharm Tweetchat Transcript 6/6/2012

Posted by | 11:37pm on Wednesday, June 6, 2012

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Hi everyone – I am glad to be hosting #socpharm tweetchat 2nite. Thanks for the opportunity, @: For those who do not know me…

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I am an eMarketing Manager with BMS. Of course, my opinions are my own :-)

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Welcome to the #socpharm tweetchat, thanks to @ from BMS for guest moderating tonight!

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I propose 3 topics for 2nites #socpharm tweetchat…

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We assume that all tweets within #socpharm are your own & do not necessarily reflect employer/clients views.

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after everyone says “hello” we will discuss T1) How can social games help change behavior and improve health? #socpharm

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“@EileenOBrien: : Welcome to the #socpharm tweetchat, thanks to @ from BMS for guest moderating tonight!”. Looking fwd to it!

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shall we get started? #socpharm

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#socpharm Game On!

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Gamer developers have historically studied human behaviors and developed games based around them. #socpharm

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What motivates human behavior? Rewards, status, achievement, self-expression, competition, altruism… so, #socpharm

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hello #socpharm tweetchat!

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T1: I think there is great potential for social games to change health behaviors. Don’t think we’ve quite figured it out yet. #socpharm

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hi michael thanks fro joining #socpharm tweetchat

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So games are founded on things like points, levels, challenges, and #socpharm

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Competitive Education is an emerging category which harnesses game mechanics to drive HCP education and engagement #socpharm

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leaderboards to support motivating human behavior and keep people in the game. #socpharm

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we have two health game SMEs @ #socpharm tweetchat tonight. Michael Fergusson of @ and @: :

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@ So tap into our competitive spirit to keep us motivated to stay the course with healthy behaviors? #socpharm

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Hello gang! #socpharm

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#socpharm – michael and ayogo create @ social game for health among many others

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Sure to be good convo RT @: : we have 2 health game SMEs @ #socpharm tonite. Michael Fergusson of @ & @: :

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@: Very cool – lots of talk out there about gaming and how to effectively tap into it. #socpharm

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RT @: Sure to be good convo RT @: : we have 2 health game SMEs @ #socpharm tonite. Michael Fergusson of @

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and @ has a physician social gaming platform called DocTango. #socpharm

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Hey all… great to be back here. Sorry for being late. (Darshan: Attorney, pharmacist, entrepreneur) #socpharm

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#socpharm mastery: crucial element in game design often missed in g10n projects. It’s also missing from many unsucessful health projects

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RT @: and @ has a physician social gaming platform called DocTango. #socpharm

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welcome everyone! michael, can you share what success looks like #socpharm

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@: Can you please explain what you mean by “mastery”? #socpharm

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Reading building knowledge. Games help interaction. Interaction breeds learning. Learning is better. #socpharm

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#socpharm (stirring the pot) points and badges are to games what page numbers are to literature. Useful, but nowhere near sufficient.

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@: right! Incentives 4 healthy behavior becoming widespread. Soc games can’t make a chronic disease “fun”- but… #socpharm

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#socpharm huge oppty in Pharma to leverage inherent competitive nature of global MDs to derive HC insights and drive awareness

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it can get the “player” engaged and motivated- which could lead to improved patient outcomes.#socpharm

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@: so what is sufficient #socpharm

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Problem is, like games, it may take time. So, its not idle reading.. its involement and requires taking out time. #Oftendifficult #socpharm

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Hi all #socpharm ers! Frieda Hernandez from Siren joining the convo

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@: hi! #socpharm

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@: What are some of the best ways promote the game & motivate participation? Are bragging rights sufficient reward? #socpharm

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@: Hi Friedah #socpharm

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@: For some yes. For others no (like anything else) #socpharm

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what are some of the cases out there that validate the value of social health games? can our SMEs share any? #socpharm

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Hi there @: ! I’ll try to get up to speed quickly #socpharm

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@: Different goals: Health, boasting rights, prevention, cost each a valid goal. #socpharm

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Interesting RT @: : #socpharm (stirring pot) point&badges r 2 games what page numbers r 2 literature.Useful but nowhere nr sufficient

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@: Sorry, whats an SME? #socpharm

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@: Rewards, status, achievement, self-expression, competition, altruism #socpharm

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@: @: points&badges r 2 games what size of library is to literature — boasting rights. #socpharm

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@: SME = subject matter experts. we have 2 on the chat #socpharm

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@ #socpharm *meaning* is sufficient. I need feel the conxn between game elements and something I value

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@: Who? Can we pick on them? ;) #socpharm

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one of the first soc health games was @ – Joslin diabetes education has very good program of diet and exercise… #socpharm

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Interesting @: : : re: Competitive Education emerging category, harnesses game mechanics 2 drive HCP edu & engagement #socpharm

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@: michael fergussen of ayogo games for health and w1interactive who has a physcian soc game platform DocTango #socpharm

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RT @: take martial arts. often not “fun” but painful.satisfaction comes mastering system. I want 2 earn not buy black belt #socpharm

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If you are diabetic, it will extend your life. But it is unsuccessful, so #socpharm

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#socpharm the hardest part of game design is creating a world that people will care about.

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Joslin and Diabetes Hands Foundation helped to create the health seeker game for Facebook and mobile with Ayogo and pharma sponsor #socpharm

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@: Sounds like minimal tolerance for a strategy that’s not a direct hit. #socpharm

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Cool, have looked at this RT @: : #socpharm – michael and ayogo create @ social game for health among many others

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@: Is there a game to play with for free? I would love to experiment #curiosity #hcpinfo4myself #spreadinfo2pts #socpharm

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@ #socpharm unfortunately the years at the end of my life are something I care very little about today. hyperbolic discounting

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#socpharm our team focuses on applying principles of gamification to drive education / awareness at global MDs / HCPs. Prof Ed / Gaming HCM

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@: Sorry to be dense, but mastery is important to the success of a health game? Does it have to be easy to master? #socpharm

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A must for engagement, yes? RT @: : #socpharm the hardest part of game design is creating a world that people will care about.

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@: healthseekerfb game for diabetes on Facebook is free #socpharm

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How much pre-launch testing is typically done? #socpharm

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@: Thank you #socpharm

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@: game on A Fib awareness is another you can try free http://t.co/bIKruo0M #socpharm

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@: #socpharm its an economy. u don’t need to care a lot, if I don’t ask u 2 do a lot. most health games don’t clear even that bar

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: #socpharm We launched a social health gaming platform (DocTANGO) for MDs – invite them to play / learn / compete. SOCIALIZE THEIR KNOWLEDGE

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@: : #socpharm do you see the same human behaviors that motivate patient and physicians soc health game engagement being the same

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@: #socpharm never enough testing done. always pressured to move quickly from business side. we do more testing than ever now

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#socpharm Successes from our experience: we make brand science a sport for MDs and they like it! Compete for points / status.

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@: : #socpharm First peer-reviewed journal launchedon Games for Health: Research, Development, and Clinical http://t.co/6bKgEeLH

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@: #socpharm a game’s like an economy (& vice versa) all currencies are virtual – you must believe in them to be valuable.

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@: #socpharm > game mechanics are proving 2 increase engagement and collaboration + deepen education and awareness among MDs

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@: : What kinds of results/metrics do brands look for from HCP gaming you develop? #socpharm

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RT @: : @: : What kinds of results/metrics do brands look for from HCP gaming you develop? #socpharm

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#socpharm here’s a great resource for anyone trying to understand game design, and the idea of “fun” http://t.co/EiVFyQdY

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#socpharm > our research that supports COMPETITIVE EDUCATION : 82% of 500 global MDs polled are interested in online health games

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What actually happens when you promote a post using Facebook’s new ‘Promoted Posts’? Is it worth using? Is it worth paying for? #socpharm

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link to article http://t.co/ZdYd98PF #socpharm

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#socpharm >Clients look for particpation rate from MDs, repeat engagement, and value the real-time date derived from MDs as they participate

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@: Thanks for the link. Want to educate myself more on this topic. #socpharm

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#socpharm sponsors reporting a sharp decline in engagement with Facebook posts, and ask if purposefully reducing business pages¹ reach and

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@: Seems like a desperate ploy to get money. FB is losing traction, cant monetize. #socpharm

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#socpharm then enticing them to buy ads with promise of more reach…

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True, I suspect RT @: : @: Seems like a desperate ploy to get money. FB is losing traction, cant monetize. #socpharm

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@: It’s confusing because u can also turn ur FB wall posts into paid search ads. Promoted posts r cost per impression #socpharm

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@: sometimes what seems a desperate ployto some is a sound marketing strategy to others :-) #socpharm

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@: Agreed…. but sometimes its just a desperate ploy. :) #socpharm

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T2: Facebook has constant tension between offering gr8 service & getting paid for ads that disrupt user experience #socpharm

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@: #socpharm also http://t.co/RJQOnq60 is a great book: Predictably Irrational is a must for game designers :-)

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@: do you know the typical annual cost or range of a FB paid search ad campaign? #socpharm

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RT @: : @: Agreed…. but sometimes its just a desperate ploy. :) #socpharm

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T2: Even though click through rate on FB ads is really low, u still only pay for clicks & allows u to reach niche audiences #socpharm

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MRT @: : @: healthseekerfb game for diabetes on Facebook is free #socpharm

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@ Average cost for a pharma media spend or to develop ads? Don’t have that data. #socpharm

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@ Playing with it right now. loving it. Hopefully my fat ass will lose some weight ;) #socpharm

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despite controversy, Facebook’s paid media emphasis going forward is on its Sponsored Stories #socpharm

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related article http://t.co/eEObffz9 #socpharm

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@: Our typical campaign cost might be lower than others – Microtargeting #raredisease, FB a good tool for that #socpharm

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@: LOL, let me know cuz I could use to lose some weight! #socpharm

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@: media spend #socpharm

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Do you think the mess around the IPO will hurt the trust users have in FB? #socpharm

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LOL! I’m rusty with my hashtags tonite #socpharm

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@: I read that on avg FB ad reaches 16% of targets. I would think that would be lower for diseases, esp rare disease #socpharm

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@: Unlikely. Unrelated. Most users arnt invested. The rest dont care #socpharm

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@: rare disease is like finding needles in haystack #socpharm

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@: Its ok… i makeup all my hashtags #socpharm

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#socpharm article link FiercePharma http://t.co/czU3yB0f Subscribe: http://t.co/UAxrnpKP

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@ But if you continue to target a FB ad at a very niche group of people over time you can reach many of them. #socpharm

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#socpharm Thanks everyone! Speaking of martial arts, time for me to go and develop a sense of mastery. Follow and stay in touch…

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@: We see action from those we do reach, that’s the result we’re looking for #socpharm

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#socpharm T3) Study: Docs barring pharma reps has unexpected side effects

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Good point – RT @: : @: We see action from those we do reach, that’s the result we’re looking for #socpharm

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@ I haven’t seen any reports on average paid search media spent on FB. Would depend on objectives #socpharm

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Thanks @: . Appreciate the insights, info and links #socpharm

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#socpharm @: @: @: etc etc > we are signing off… thx for the great discussions… #CompetitiveEducation

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#socpharm we are winding up. with 5min left, can we talk about interesting study that shows docs who bar reps are missing out on useful info

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@: : thanks so much for joining tonight and sharing your insites #socpharm

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@: In my experience, reps introduce HCPs to concept, MSLs etc introduce us to science #socpharm

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#socpharm @: oops, we ran out of time. i guess the study discussion will have to wait… sorry to all

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T3) I thought this was fascinating. Study: Docs barring pharma reps has unexpected side effects http://t.co/zMSpwmg9 #socpharm

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Thanks @: : . Great to learn more about the hot topic of gaming #socpharm.

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@: Without the reps, I have no reason to ask for science coz I dont know about it. #socpharm

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@: To be fair, it was a pharma marketing magazine.. biased source. #socpharm

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@: thanks so much for joining #socpharm tweetchat 2nite. i really appreciate your insights.

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The hour flew by! Thanks to all who joined in the #socpharm chat tonight especially our wonderful moderator @

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Guest moderator on July 11 (first Wed of the month is July 4) #socpharm chat will be @ aka Ed Silverman. Mark your calendars!

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@: and everyone thanks for giving me the opp to moderate and for contributing to a GR8 dicussion! #socpharm

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@: Yay!! #socpharm

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I’ll post the transcript tomorrow, & hope to see you all on July 11 from 8-9 pm ET for our next #socpharm chat.

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And thanks to the Marvelous @: for hosting and organizing #socpharm. You rock!

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@: always a pleasure! thanks you! #socpharm

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Oh nooooo! I missed it! @: ; I was putting the Holliday boys to bed #socpharm

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I think the reps need to change their strategy RT @: : T3) Study: Docs barring pharma reps has unexpected side effects #socpharm

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Have been recommending reaching docs thru ‘edutainment’ gaming an finally getting thru! #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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