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#SocPharm Tweetchat Transcript 7/14/2010

Posted by | 4:43pm on Wednesday, July 14, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Please start w/intro & why u are interested in this topic. 7/14/2010 19:02

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@ cancer survivor, patient advocacy, interested in all things pharma, health care, and social media. #socpharm 7/14/2010 19:03

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I’m Eileen & work for Siren Interactive. We partner w/pharmacos w/rare disorder therapies. I love the power of the interwebs! #socpharm 7/14/2010 19:04

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@ Hi Alicia, thanks for joining as we love to hear the patient point of view. #socpharm 7/14/2010 19:05

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@ thanks, glad to be here! #socpharm 7/14/2010 19:07

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BTW we’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). 7/14/2010 19:07

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The phone interviews with physicians yesterday did not indicate that GSK Avandia was a big deal #socpharm 7/14/2010 19:08

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digital fellow, i work with @ she said told me about this. i’m interested in healthcare, mostly just here to listen. #socpharm 7/14/2010 19:09

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@ Avandia is my 1st topic: How will the Avandia scandal impact pharma marketing? http://bit.ly/92M72d #socpharm 7/14/2010 19:10

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Today I talked to a practice of 4 Endo’s here in Ca who are not only practice but teachers as well #socpharm 7/14/2010 19:10

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@ All O’Briens are welcome! And any friend of @ is a friend of mine, thanks for introducing yourself. #socpharm 7/14/2010 19:11

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They are NOT going to write Avandia anymore because they don’t see that its safe #socpharm 7/14/2010 19:11

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It’s impact will be from patients, HCP, gov, etc. who will see this as yet another i.e. of pharma playing fast and loose w/data #socpharm 7/14/2010 19:12

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#socpharm 7/14/2010 19:12

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@ lol thanks for the welcom and yes O’Briens are awesome. (aka Conan) #socpharm 7/14/2010 19:12

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I guess if I were a doc would I write an Rx for family member ? I sure would not #socpharm 7/14/2010 19:12

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Interesting to note that when we did research early this yr docs have diff opinions on pharma comp reputations #socpharm 7/14/2010 19:13

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#socpharm Avandia scandal once again shows that clinical trials data should be made public if a trial ever initiates IMHO 7/14/2010 19:13

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@ Welcome Cathy Cheney to your first #socpharm. 7/14/2010 19:14

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@ @ @ It could also really hurt the FDA and percep that they are in drugs back pocke #socpharm 7/14/2010 19:14

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Loss of sales and downgraded stock are minor compared to the industry wide insult this will have. #socpharm 7/14/2010 19:14

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I hate that the Avandia scandal just gives people more ammunition to hate us & fuels conspiracy theories. #socpharm 7/14/2010 19:15

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#socpharm T1 spinoff> Think the Avandia scandal could spook #FDA into reconsidering any progress made on #FDASM guidelines? 7/14/2010 19:16

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@ Makes sense that doctors would distinguish between the different companies. Can you share who did particularly well? #socpharm 7/14/2010 19:17

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Unfortun who do we believe in this? GSK or the anti-Avandia docs ? #socpharm 7/14/2010 19:17

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Good question RT @: #socpharm T1 spinoff> Think Avandia scandal could spook #FDA into reconsidering progress made on #FDASM guidelines? 7/14/2010 19:17

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@ do you really think there is not a bit of guilt? Its not a simple error, nor is it a corp killing people for $ #socpharm 7/14/2010 19:18

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The comps that did really well in credibility were Amgen & Genentech, and BMS #socpharm 7/14/2010 19:18

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Anyone seen the study data? Could the design have been flawed? Agree s/b published, but there might be reasons #socpharm 7/14/2010 19:19

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@ Absolutely, I do think there’s guilt and was a cover up. Just hate that it happened. #socpharm 7/14/2010 19:19

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I believe that 5-6 months this will all be a non-issue #socpharm as Avandia sales go down to nothing and generics get more share 7/14/2010 19:19

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@ I agree on Genentech — I’ve been wowed by them. surprised you say BMS & lack info on Amgen’s casestudy re:credibility #socpharm 7/14/2010 19:19

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People are so used to bad pharma stories now it just another case to keep trust low #socpharm 7/14/2010 19:20

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It’s funny that Genentech and Amgen have gone out of their way not to be called pharma comp #socpharm 7/14/2010 19:20

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@ FDA is to slow and large to be spooked, it will slow down. The bigger issue is the divisions this will create #socpharm 7/14/2010 19:21

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@ I’ve been solidly impressed w/ AstraZeneca re: credibility. also Wyeth (now Pfizer) as well. innovative /transparent #socpharm 7/14/2010 19:21

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This guy is a teaching doc and is great check out what he has to say on Avandia http://is.gd/dsiRX #socpharm 7/14/2010 19:22

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@ study results should be published IMO, but then again Im not the one investing billions of $ so i cant hate #socpharm 7/14/2010 19:22

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@ Positioning themselves as notably “not” a #pharma company is so smart. @ is also SO high science/ strong data #socpharm 7/14/2010 19:23

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After what AZ did with Seroquel they lost all cred with me #socpharm @ 7/14/2010 19:23

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and let’s not ignore GSK has been examining this issue closely 4 a year with mkt research & testing they have a strategy in place #socpharm 7/14/2010 19:24

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@ Yes they want to be viewed as science not big pharma #socpharm 7/14/2010 19:24

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@ lol I knew you’d bring up Seroquel — but i really believe that awful scandal was one crazy individual not @ #socpharm 7/14/2010 19:26

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T2: Following in #HCSMEU‘s footsteps, what do we think of SanofiAventis pulling GoInsulin YouTube channel htp://bit.ly/cu16Oe #socpharm 7/14/2010 19:26

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The $500 million they put aside for settlement is not going to cut it #socpharm 7/14/2010 19:27

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@ Why did they pull it do you know ? #HCSMEU #socpharm 7/14/2010 19:27

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Pulling YouTube is s-a business, they were very ham handed in their execution and need to manage outcomes from this #socpharm 7/14/2010 19:28

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Interseting commentary by Type 1′s that they found the site insulting. Surprised by action since SA has “learnings” to draw upon #socpharm 7/14/2010 19:28

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Not sure but @ said “in process of revisiting current approaches to ensure we can provide most relevant resources” #socpharm 7/14/2010 19:30

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why would you invest all that time, get a crapload of viewers and then pull it? was it too successful? too viral? lol #socpharm 7/14/2010 19:30

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@ it says they trust their agency… like apple trusts chiat day #socpharm 7/14/2010 19:30

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So just because it’s a social marketing tool does that mean we can never stop it? #socpharm 7/14/2010 19:30

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And #socpharm tweeps @ said he couldn’t take part tonight but would be happy to reply later 7/14/2010 19:31

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Sounds to me like it wasn’t having good metrics…#socpharm You have to put money into video to make it entertain as well as inform 7/14/2010 19:32

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@ had to be a reason 2 pull it, a good reason we’ll never know. Pharma is to hidebound to make rash decisions #socpharm 7/14/2010 19:32

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Pharma is not structured for long term committment. Brand budgets handled by PMs that rotate in and out often #socpharm 7/14/2010 19:32

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@ The owner of the SM channel has the right and obligation to manage it. Only true SM channels exist w/o control #socpharm 7/14/2010 19:33

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YouTube channel is a big commitment – constantly need 2 “feed the beast” w/new content. (Some clients don’t want to hear it) #socpharm 7/14/2010 19:34

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@ @ @ @ @ miss you in #socpharm! wonder if you’re fail-whaling? I get it on web, not droid! 7/14/2010 19:34

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@ Good point..u cant do it once and say its done always need updating #socpharm 7/14/2010 19:35

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Is there ever a good way to end a social media engagement? Would it have been better for SanofiAventis to just let it fade away? #socpharm 7/14/2010 19:36

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@ That’s the reality one you build it you got to feed it, monitor it, manage it, etc. And ROI? LOL no Rx’s no $ #socpharm 7/14/2010 19:36

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content is king and shows that you care enough to educate and not “always be closing” a sale. this applies to all industries #socpharm 7/14/2010 19:36

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@ @ I have not seen one pharma org with a great digital org chart #socpharm 7/14/2010 19:37

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RT @: Avandia sounds more like a Swedish sneaker company or airline. #socpharm 7/14/2010 19:38

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@ MedLine is data and content but it is different from SM. Content should be part of a strategy and mkt mix #socpharm 7/14/2010 19:39

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@ Which is partly why the J&J channel is so awesome, they had that vault of @ videos to pull from #socpharm 7/14/2010 19:40

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that is cute) RT @: RT @: Avandia sounds more like a Swedish sneaker company or airline. #socpharm 7/14/2010 19:40

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content does not have 2 be new, its needs to solve problems people want to solve and pharma need to id that problem centric mkt #socpharm 7/14/2010 19:42

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@ why is there so much negativity surrounding pharma? #socpharm 7/14/2010 19:42

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@ Beats me. Try practicing medicine without medicines! In all fairness it comes down to cost and access to meds IMHO #socpharm 7/14/2010 19:44

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@ how many videos do they have on their channel? #socpharm 7/14/2010 19:44

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@ Surveys constantly show that people distrust pharma industry & think it’s only about the almighty dollar. #socpharm 7/14/2010 19:44

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Once online, people with chronic conditions are more likely to access/contribute to UGC http://bit.ly/9wtKzu #hcsm #socpharm 7/14/2010 19:45

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@ love the photo! #socpharm 7/14/2010 19:46

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@ it’ss for most industries. It’s the times & HC is front and ctr in our world, it changes the calculus of our minds #socpharm 7/14/2010 19:47

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@ @ I think pharma, patients, docs, and healthcare need a big group hug #socpharm 7/14/2010 19:47

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@ LOL #socpharm 7/14/2010 19:48

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@ @ i’m surprised that no one’s focused on that – seems like a huge opportunity to “right the ship” #socpharm 7/14/2010 19:48

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@ I think @ has posted around 300 videos but @ would know. #socpharm 7/14/2010 19:48

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Pharma has a bad image. putting out educational content was a step in the right direction for gaining some trust. #socpharm 7/14/2010 19:49

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Last topic: per @ should there be an app for reporting adverse events? http://bit.ly/azLS78 #socpharm 7/14/2010 19:51

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@ i’m well aware of that, given my perspective as a long time cancer survivor seems like a lot of dysfunction to address #socpharm 7/14/2010 19:52

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@ YES! 100% FT moderated “should there be an app for reporting adverse events?” http://bit.ly/azLS78 via @ #socpharm 7/14/2010 19:53

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I think it’s a great idea, FDA already has a recall app. #socpharm 7/14/2010 19:53

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adverse events as part of a clinical trial? Or in general? Where does the data go and how do you manage the valid from stupid? #socpharm 7/14/2010 19:53

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RT @ @ Avandia sounds more like Swedish sneaker company or airline. #socpharm / Orencia sounds like juice / perfume! 7/14/2010 19:54

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@ Can you think of any down side? #socpharm 7/14/2010 19:54

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@ @ No app for adverse events just make it easier on website #socpharm 7/14/2010 19:54

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@ It would be Adverse Events from drugs currently on the market, process would be like existing one via website. #socpharm 7/14/2010 19:54

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Everyone agree w/75% of pharma marketers who think spending will hold steady or inc: http://bit.ly/cHSiOH #socpharm I do! 7/14/2010 19:57

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@ define “stupid” #socpharm 7/14/2010 19:59

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downside a chance that u will never b able to manage it well enough to be effective but it has to be done, is it MD/pharm driven? #socpharm 7/14/2010 19:59

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@ – you dislike the #AE widget idea? I don’t get the syntax of your last tweet — word missing? #socpharm 7/14/2010 20:00

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It’s 9 pm! Thanks again everyone for taking part. let me know if you have any questions for next week #socpharm 7/14/2010 20:00

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@ people saying they got a hang nail on drug xyz, that has to be reported and followed up #socpharm 7/14/2010 20:01

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@ so who are these folks taking the surveys saying “pharma stinks” #socpharm 7/14/2010 20:03

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@ We were talking about your blog tonight re Avandia. RT @: This guy is gr8 : http://is.gd/dsiRX #socpharm 7/14/2010 20:05

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RT @: @ define “stupid” #socpharm 7/14/2010 20:05

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@ @ I don’t see any downside to AE widget. I envision it as full time regulated by @, not HCPs #socpharm 7/14/2010 20:07

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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