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#SocPharm Tweetchat Transcript 6/9/2010

Posted by | 4:41pm on Wednesday, June 9, 2010

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Welcome to #socpharm pharma marketing & social media chat. Plse intro yourself & say why you are interested in this topic. 6/9/2010 20:00

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We’ll assume that all tweets reflect your own opinion & not that of your company. #socpharm

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Mark Dimor Applying principles of MD learning & med edu across the evolving spectrum of medical communication and promotion. #socpharm 6/9/2010 20:02

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Eileen O’Brien, work for Siren Interactive where I develop interactive strategies for pharma #raredisease therapies. #socpharm 6/9/2010 20:02

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FDA warns Pfizer for not reporting side effects #socpharm #fdasm http://bit.ly/9Khj7I 6/9/2010 20:03

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Jennifer Burns, marketing project manager a hospital system in South Jersey. #socpharm 6/9/2010 20:04

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Twitter has been very shaky today so we might have problems w/ #socpharm tonight but we’ll give it a try! 6/9/2010 20:05

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Craig DeLarge @, CRM director, Novo Nordisk, here. Glad to be back now that semester is over. #socpharm 6/9/2010 20:06

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Erica Friedman, currently with PharmIntell, freelance SM pro. It’s been a while since I’ve managed a #socpharm. Good to be back! 6/9/2010 20:07

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Frieda Hernandez here joining #SocPharm tweetchat. Also from Siren Interactive, focused on #hcsm #fdasm #epatients #raredisease #epharma 6/9/2010 20:07

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T1: Are docs losing their relevance due to social media health sites? http://huff.to/9FglVi #socpharm 6/9/2010 20:08

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Joel Selzer, Co-Founder & CEO of @, looking forward to tonight’s #socpharm chat 6/9/2010 20:09

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steve massi, freelancing and actively seeking new opportunities #socpharm 6/9/2010 20:10

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@ T1: Absolutely not. Social media can never replace MD but can help patient be more empowered thru exchange of info #socpharm 6/9/2010 20:12

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@ The answer to that would be NO. Research has cont shown that docs are still the gatekeepers #socpharm 6/9/2010 20:12

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As more knowledge is shared they can(?)but should become the resource for patients. I still advocate the MD become his own webMD #socpharm 6/9/2010 20:12

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@ Docs becomeing more gatekeeepers, than subject experts. People don’t have to pay a search engine for a diagnosis. #socpharm 6/9/2010 20:12

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T1 still relevant as treatment provider/script writer,but SM will make their job harder #socpharm 6/9/2010 20:12

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#socpharm just talked to a therapist today and he ignores FB requests from his patients because patients expecting immediate replies to Q’s 6/9/2010 20:12

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@ I can say that we did see a big difference in trust in docs by age groups #socpharm 6/9/2010 20:13

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RT @: @ T1: Absolutely not. Social media can never replace MD but can help patient be more empowered .. #socpharm 6/9/2010 20:13

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I think some feel that way, but reality is pt. education empowers not replaces MD #socpharm 6/9/2010 20:14

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#socpharm also said Kaiser docs must be pissed about the email your doc feature that KP provides. lol 6/9/2010 20:14

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@ From MD perspective, what a nightmare! Demands for FB consultation #socpharm 6/9/2010 20:14

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MDs are still essential authority, but agree relationship is changing from “tell & instruct” to “explore & partner” #socpharm 6/9/2010 20:14

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@ The key question is do physicians like it when patients come in and ask a lot of questions ? #socpharm 6/9/2010 20:15

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@ Please explain what your research found #socpharm 6/9/2010 20:15

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@ People need to confirm dx & get treatment. Healing via Bing is not valid. MDs having higher order patient interactions #socpharm 6/9/2010 20:15

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@ My experience via market research has been NO #socpharm 6/9/2010 20:15

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From earlier 2day RT @: HCPs are still def. authority. Pts educate themselves 1st, then talk to HCP #socpharm 6/9/2010 20:16

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@ thank you that is the key empower with knowledge to drive improved outcomes #socpharm 6/9/2010 20:16

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Research found that patients came in asking about things they did not understand requiring more time than doc has #socpharm 6/9/2010 20:16

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do MDs have the training and r they equipped to handle “explore and partner”, this is way more than bedside manner #socpharm 6/9/2010 20:16

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@ I completely agree. “Social media can never replace MD but can help patient be more empowered thru exchange of info” #socpharm 6/9/2010 20:16

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patients are certainly more active in their care. they want to be involved and help make decisions #socpharm 6/9/2010 20:16

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@ agree with @…depends on age of patient and associated “awe” of the MD degree. #socpharm 6/9/2010 20:17

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Also found that Gen Y view some physicians as being in “drug industries pocket” there is less trust and more sharing of Rx’s #socpharm 6/9/2010 20:17

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@ *Ideally* Pts educate themselves 1st, then talk to HCP As I said to @ – w/out insurance, not always #socpharm 6/9/2010 20:17

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@ And all within a 5 minute doc visit?! #socpharm 6/9/2010 20:17

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One aspect that physicians dont seem to get is seriousness of condition. They view in medical terms but its patients perception #socpharm 6/9/2010 20:18

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@ Was this public research or private? Would love to learn more. #socpharm 6/9/2010 20:18

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@ if the MD establishes a working model using SM, email, web etc he can reduce face time but needs to outsource #socpharm 6/9/2010 20:18

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It all comes down to credibility of information. People will use SM for research bot majority do NOT base health decisions on it #socpharm 6/9/2010 20:18

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@: Have experienced the “explore & Partner model w/ my father’s MD recently. She was vry open 2 discussion of web info #socpharm 6/9/2010 20:19

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@ Research for for biotech company in Bay area. They wanted to know how to devote resources to web vs. social media #socpharm 6/9/2010 20:20

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@ not valid in that it is not medicine, I agree w/o insurance it works but can only go so far w/o HCP #socpharm 6/9/2010 20:20

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Patients want choices in evaluating their care. Some cures in patients minds are worse than disease #socpharm 6/9/2010 20:20

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I think SM will not replace MD but certainly is tool complementary to MD in patient care regimen. #socpharm 6/9/2010 20:20

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I think we need to differentiate SM from research each has a place in self care but is different and solves different problems #socpharm 6/9/2010 20:21

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Study by @ showed 40% of the women surveyed doubted opinion of an HCP because of something read online #socpharm 6/9/2010 20:22

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RT @ It comes down to credibility of info. People use SM for research but majority do NOT base health decisions on it #socpharm 6/9/2010 20:22

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@ I know what you mean, but validity pales in comparison to making ends meet. #socpharm MDs need to be on SM to counter that 6/9/2010 20:22

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Ppl have always used family & friends as health info & support resource along w/ MDs. SM is a more powerful extension of this. #socpharm 6/9/2010 20:22

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@ Excellent point. I see pple in sm communities providing “advice” to each other which is scary. Research is diff #socpharm 6/9/2010 20:23

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#socpharm the few MD’s that will embrace SM fully not in a half-assed way, will experience an obnoxious amount of success w/their pts and $ 6/9/2010 20:23

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can healthcare SM really work if one of parties-mainly HCP-not engaged in SM convo? #socpharm 6/9/2010 20:23

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Agreed RT @: I think we need 2 differentiate SM from research ea has place in self care but is diff & solves diff probs #socpharm 6/9/2010 20:23

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If the HCP is passive about SM, patient learning etc then it becomes an annoyance. HCP should co-opt SM and drive his patients #socpharm 6/9/2010 20:23

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a majority of people do not fill Rx’s without going to the product website first to read about side effects #socpharm 6/9/2010 20:24

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@ typical MR shows that doc reco more important than other info sources. SM and online data hunt empowers pt to get reco #socpharm 6/9/2010 20:24

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@ Wow! Interesting stat about women trusting HCP #socpharm 6/9/2010 20:24

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How can people trust Rx’s when they see news report that says 33% increase in heart attacks from Advil ? #socpharm 6/9/2010 20:25

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I also think there is opp 4 education of patients re: to how best to use SM as health resource. Every new medium takes learning. #socpharm 6/9/2010 20:25

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SM works here because we are peers, patient physician are not peers. Physician driven SM etc based on practice demographics works #socpharm 6/9/2010 20:25

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RT @: Ppl have always used fam & frnds as hlth info & support resource along w/ MDs. SM is more powerful xtension of ths. #socpharm 6/9/2010 20:25

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Another key is insurance companies reimbursing physicians for online interactions. #socpharm 6/9/2010 20:26

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Exactly! RT @ Ppl have always used family & friends as health resources along w/ MDs. SM is a more powerful extension. #socpharm 6/9/2010 20:27

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@ I agree. MDs & HCSs that learn 2 integrate SM in their practice will have edge. #socpharm 6/9/2010 20:27

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@ Pay for cognitive services has always been and issue. if that is fixed outcomes would improve #socpharm 6/9/2010 20:27

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@ it would be interesting to see online interactions incorporated into PCMH demonstration projects #socpharm 6/9/2010 20:27

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@ agree about HCP particpation #socpharm 6/9/2010 20:28

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@ A great way to reduce costs for insurance company for simple things but then there are lawyers waiting to sue #socpharm 6/9/2010 20:28

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We see it work in #raredisease RT @: can healthcare SM really work if one of parties-mainly HCP-not engaged in SM convo? #socpharm 6/9/2010 20:28

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@ Nope, it’s from a few years ago. I’ll send u the link to the PDF. #socpharm 6/9/2010 20:28

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Social media is a stop on the information highway to research health conditions #socpharm 6/9/2010 20:29

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@ What’s PCMH? #socpharm 6/9/2010 20:29

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As/if HC moves from capitation to outcomes basis for pay, SM will make more sense to reimburse for as a part of the treat mix. #socpharm 6/9/2010 20:29

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@ Great. Thanks. I had never heard of that. I just wonder how many MDs have time to be online #socpharm 6/9/2010 20:29

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Agreed RT @: Social media is a stop on the information highway to research health conditions #socpharm 6/9/2010 20:30

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@ Sorry…Patient Centered Medical Home #socpharm 6/9/2010 20:30

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as in the nyt this week if the Army can use SM to help combat well medicine can. The practicing MD should be her own WebMD #socpharm 6/9/2010 20:30

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@ MDs are doing more and more CME online because of time. It works to learn and w/smart phone they can drive productivity #socpharm 6/9/2010 20:31

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As article today in USA Today “Doc: Please dont friend me on Facebook” #socpharm 6/9/2010 20:31

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The tm will come where the comp is much better at diag. thn MD -with MD, you are lim to what HE knows and has seen-will miss much #socpharm 6/9/2010 20:32

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@ In case of rare disease, MDs are less “more expert” and thus SM plays greater role in connecting patients, yes? #socpharm 6/9/2010 20:33

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@ MD’saverage 8 hours online a week accoding to Manhattan REsearch #socpharm 6/9/2010 20:33

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T2: Facebook AZ Careers http://bit.ly/dbim2z & Abbott Labs r Vital http://bit.ly/cMhZ5v take comments, can’t find terms of use. #socpharm 6/9/2010 20:33

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@ Right, people share and want different relationships on diff. SM pklatforms #socpharm 6/9/2010 20:34

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@ That’s right #socpharm 6/9/2010 20:34

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T2: Are these two Facebook pages disasters waiting to happen a la Sanofi Voices? #socpharm 6/9/2010 20:34

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SM has real importance in adherence…”patients like me, this is what I need to do”. Anyone have examples where this worked well? #socpharm 6/9/2010 20:34

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@ That’s interesting re: MD time online. I am surprised. #socpharm 6/9/2010 20:36

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@ It could be but you dont learn from not doing things..failure =learning #socpharm 6/9/2010 20:36

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@ Also in #raredisease patients need support from other pts in even finding doc who’s heard of it, knows how to treat #socpharm 6/9/2010 20:36

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@ True, but think at this point think they’d implement some terms of use having learned from Sanofi’s issues. #socpharm 6/9/2010 20:37

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Are we believing our own PR? SM is not social medicine. It is part of a larger set of behaviors and motivations #socpharm 6/9/2010 20:38

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Labs r Vital has been around for awhile. Abbott PR effort to connect with diagnostic lab customers.#socpharm 6/9/2010 20:38

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@ That could be but I doubt that they have someone committed to it 24/7 #socpharm 6/9/2010 20:39

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@ And I have a mess of people I work with who dont do blank after 5. I wouldnt let them treat my dog #socpharm 6/9/2010 20:39

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RT @ @ Right, people share and want different relationships on diff. SM platforms #socpharm 6/9/2010 20:39

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LOL RT @: R we believing R own PR? SM is not social medicine. its part of a larger set of behaviors & motivations #socpharm 6/9/2010 20:40

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I think that terms of use is nice to have, but doesnt change what they will need to do in case of product mentions or AEs. #socpharm 6/9/2010 20:40

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@ Just thinking that someone could highjack the page for their own purposes. #socpharm 6/9/2010 20:41

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@ Right, but clear terms of use sets expectations on what page is for, what’s acceptable, should refer to AE reporting #socpharm 6/9/2010 20:42

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Sanofi’s issues was related 2 lack of response not ToU, no? Hijacking is risk & ToU wouldnt matter in that case, no? #socpharm 6/9/2010 20:42

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@ Is Facebook even the right site for these discussions, LinkedIn is a more appropriate venue #socpharm 6/9/2010 20:43

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@ “disaster” plan very important. What to do if things shift from the unexpected would have helped SA a lot #socpharm 6/9/2010 20:43

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@ These are tech issues and not HC issues. It is the same fear we had when ATMs came out. Integrated HC is the goal #socpharm 6/9/2010 20:43

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@ Agreed but probably low risk. Very b-to-b for an oft overlooked audience – laboratory scientists #socpharm 6/9/2010 20:44

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RT @: T1: Are docs losing their relevance due to social media health sites? http://huff.to/9FglVi #socpharm 6/9/2010 20:44

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T of U would allow admin to take action if necessary, and not seem like sour grapes #socpharm 6/9/2010 20:44

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Seems 2 me what page is 4 is inherent in the content that is there. Do ppl really even ready ToU or is it just risk hedge for org? #socpharm 6/9/2010 20:44

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@ @ Pharma researches how to go to the bathroom so they should have a plan for “what if” on SM #socpharm 6/9/2010 20:45

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Wow, time has flown tonight. Last topic coming up. #socpharm 6/9/2010 20:45

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If integrated HC is a goal the strategy is to manage patient needs/problems/issue with available tactics. All HC is local #socpharm 6/9/2010 20:45

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T3: At #ASCO no free coffee for docs from VT or MN: http://bit.ly/dd4Lcc Overkill? Necessary? #socpharm 6/9/2010 20:45

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@…should but don’t (didn’t anyway). #socpharm 6/9/2010 20:46

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@ agree with platform for discussion, need to consider social strategy #socpharm 6/9/2010 20:46

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Yep RT @: @ “disaster” plan vry importnt. wht 2 do if things shift frm the unxpectd wld hve helpd SA a lot #socpharm 6/9/2010 20:46

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@ I think FB as appropriate as LI for these discussions given how I use FB. FB users are far from a monolith. #socpharm 6/9/2010 20:46

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Great ? RT @ @ Is FB even the right site for these discussions, LinkedIn is a more appropriate venue #socpharm 6/9/2010 20:46

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Unfortunately necessary due to state regs RT @: T3: At #ASCO no free coffee for docs from VT or MN…#socpharm 6/9/2010 20:47

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RT @: T3: At #ASCO no free coffee for docs from VT or MN: http://bit.ly/dd4Lcc Overkill? Necessary? #socpharm 6/9/2010 20:47

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T3 it’s perfect ever been to the Amer. Acad of Derm meeting? The level of greed at Chanel etc was shocking by MDs, wives etc #socpharm 6/9/2010 20:48

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T3: #ASCO no free coffee for docs from VT or MN – my opinion is overkill #socpharm 6/9/2010 20:49

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I’ve sat in CME meetings and MDs ask to have dinner plus three more packed to go. They wanted to take food home. Come On! #socpharm 6/9/2010 20:50

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@ right, many use FB & LI in similar ways, but its about matching the goals, target audience & risk profile to the venue #socpharm 6/9/2010 20:50

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Maybe Pfizer was making a point? Totally agree–overkill. #socpharm 6/9/2010 20:51

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@ YES! matching tactic to strategy and goal. Norvatis was using Tweeter at ASCO to drive booth traffic.. arrrgh #socpharm 6/9/2010 20:52

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@ that’s just unprofessional. #socpharm 6/9/2010 20:52

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@ IMHO, the average primary care doc too overwhelmed to effect integrated HC. #socpharm 6/9/2010 20:52

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@ Yes, I think they’ve gone too far, disclosure & transparency are essential, but there has to be realistic threshold #socpharm 6/9/2010 20:53

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@ Yes & both goals, audiences and profiles can be achieved & reached in FB, LI & Twitter for that matter, among others. #socpharm 6/9/2010 20:53

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RT @ “Social media can never replace MD but can help patient be more empowered thru exchange of info #socpharm 6/9/2010 20:54

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@ In a media fragmented world, fragmented media use is required, as long as your fragmentation is focused. :-) #socpharm 6/9/2010 20:55

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Let’s not forget shortage of primary care docs now and litigation of consulting online #socpharm 6/9/2010 20:56

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Thanks everyone for a great #socpharm tonight. Hope to see you next Wed at 8 pm EST. Please send me any topic ideas too. 6/9/2010 20:56

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Sanofi: Congratulations on your failure | Social Media & Health | World of DTC Marketing.com http://shar.es/mA3oG #socpharm 6/9/2010 20:56

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@ exactly, while fb wants u to replicate ur corp site as a fb page, align ur strategy & goals w/ the right audience #socpharm 6/9/2010 20:56

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For a large pop. the mystic of med is still strong-once they look behind the curtain, much will be lost – must be some threshold #socpharm 6/9/2010 20:57

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@ R U saying that with appropriate message, any media/platform is appropriate to use? #socpharm 6/9/2010 20:57

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I have to jet, as always great exchange. This is a community of practice all we need to do is move from advocate to create #socpharm 6/9/2010 20:58

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Transcript from #socpharm will be posted on http://socialpharmer.ning.com which is a free community anyone can join 6/9/2010 20:58

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@ Not replicate full website, but modularize for audience and purpose of said venue. #socpharm 6/9/2010 20:59

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@ yep, we need 2 continually segment the audience, strategy, tactics & focus in an ever changing SM world..easy, right :) #socpharm 6/9/2010 21:00

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Thanks again to our awesome moderator @ and knowledgeable #socpharm tweeps for keeping it real! 6/9/2010 21:00

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@ Yes, point is to get right message into every appropriate media & right aud. use & context defines appropriateness. #socpharm 6/9/2010 21:00

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@ Not easy just needed. Competitive advantage is created via execution of the “hard”. :-D #socpharm 6/9/2010 21:01

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Be good and well all! #socpharm 6/9/2010 21:02

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@ Thanks for joining #socpharm tonight, it’s great to have nurse perspective! Hope u can make it another Wed at 8 pm EST 6/9/2010 21:02

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@ right, it should be a targeted, modular approach…but FB’s going to temp u into hosting more & more on their backs #socpharm 6/9/2010 21:03

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@ Agreed, use and context, include relevance, defines appropriateness #socpharm 6/9/2010 21:04

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Gotta run, thanks again to @, yet another terrific #socpharm discussion 6/9/2010 21:04

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@ If the the right audience & context are on FB, what is the prob with more hosting? #socpharm 6/9/2010 21:05

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Again, thanks all for a great convo #socpharm 6/9/2010 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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