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#SocPharm Tweetchat Transcript 7/28/2010

Posted by | 4:45pm on Wednesday, July 28, 2010

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Welcome to the marketing & social media pharma chat (#socpharm). Plse start w/introd & why u are interested in this topic. 7/28/2010 19:00

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I’m Eileen & work at Siren Interactive & we do relationship marketing for rare disorder therapies so web/social are integral. #socpharm 7/28/2010 19:01

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We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). 7/28/2010 19:02

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Frieda Hernandez here, also from Siren Interactive, where I focus on #raredisease #epatient (s) #socpharm and all things #epharma #socpharm 7/28/2010 19:04

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Hi, Im Katya-freelance #socmedia enthusiast with focus on #pharma biotech and patient-MD #socpharm (actually seeking to stop freelancing) 7/28/2010 19:05

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@ Hi Katya. You’ll have to DM me about what type of job you are looking for! #socpharm 7/28/2010 19:07

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T1 from @: Should companies fire their marketing mgr & hire community mgr per @? http://bit.ly/aJXkI1 #socpharm 7/28/2010 19:08

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T1: Has the world changed so much that traditional marketing is no longer valid? Does it have to have a social component? #socpharm 7/28/2010 19:09

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Rich Meyer DTC Curmudgeon #socpharm 7/28/2010 19:10

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What has changed is in one word the “internet”. That coupled with mistrust of pharma and FDA has led to empowered patients #socpharm 7/28/2010 19:11

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@ I guess the segment of people whom you can reach more effectively through #socpharm is growing rapidly which makes tradn irrel 7/28/2010 19:11

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I believe the financial meltdown has contributed to a significant shift in consumer behavior & marketing #socpharm 7/28/2010 19:12

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T1: I think trad marketing still has an important place, but should be augmented with social perspective. Esp listening for pharma #socpharm 7/28/2010 19:13

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T1 I think that many traditional silos – PR vs marketing, etc., are breaking down and soc med engagement requires new skill sets #socpharm 7/28/2010 19:15

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OTC Pharma already has community managers. Agree with @…all about the augmenting–Roles are totally different #socpharm 7/28/2010 19:15

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@ Traditional mktg principles still do have a place but need to change with the times #socpharm 7/28/2010 19:15

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T1: It’s been v positive shift from pure push of info & controlling message to empowered pts engaging in convos w/each other #socpharm 7/28/2010 19:16

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Px pharma brands just need to figure out way to engage/add value in that empowered pt convo. #socpharm 7/28/2010 19:16

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@ I think all marketing should have a social component – traditional is valid, just not alone #socpharm 7/28/2010 19:17

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I agree RT @: @ Traditional mktg principles still do have a place but need to change with the times #socpharm 7/28/2010 19:17

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Drugs really are a special product and I’m sure #pharma marketing going social will bring big benefits #socpharm 7/28/2010 19:18

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They need to stop with traditional segmentation and TV ads that do not produce ROI #socpharm 7/28/2010 19:18

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@ Welcome to #socpharm! 7/28/2010 19:18

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T2: What do u think of study showing primary care docs prefer getting samples from reps vs online? http://bit.ly/cWnIbR #socpharm 7/28/2010 19:19

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@ ROR being return on relationship? #socpharm 7/28/2010 19:20

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@…Yup #socpharm 7/28/2010 19:21

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T2: They did only survey 100 PCPs…. And we assume those PCPs are ALLOWED to still see pharma reps #socpharm 7/28/2010 19:21

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T2: online engagement neither should nor will entirely replace face to face; in case of drs and reps, imp to have IRL relationship #socpharm 7/28/2010 19:22

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@ It’s that kind of thinking that prevents pharma from making inroads with patients #socpharm 7/28/2010 19:23

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@ Patients do NOT see TV ads ask for Rx’s anymore #socpharm 7/28/2010 19:23

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Yes and no. Depends I guess RT @: T1: Has the world changed so much that traditional marketing is no longer valid? #socpharm 7/28/2010 19:24

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@ They dont like online because it takes time reps can drop samples off at front desk #socpharm 7/28/2010 19:24

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RT @ online engagement neither should nor will entirely replace face2face; in case of drs&reps imp 2 have IRL relationship #socpharm 7/28/2010 19:24

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@ Nonsense. The data that we have for our marketing efforts proves otherwise. Soc an important channel none the less. #socpharm 7/28/2010 19:25

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@ @ depends on product. Do you really need face to face for Viagra or Omnaris ? #socpharm 7/28/2010 19:25

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T2: Convenience, human engagement may be factors. MDs are human. I think this study raises more questions than it answers. #socpharm 7/28/2010 19:26

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What else are they getting out of the face-to-face contact other than drug samples? Important question. #socpharm 7/28/2010 19:26

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@ Data can be manipulated but if you believe people see TV spot and ask for Rx than I have some swamp land to sell u #socpharm 7/28/2010 19:26

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What happens now is that people see a TV ad for drug and go online to find out more including social media #socpharm 7/28/2010 19:27

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agree RT @ Convenience, human engagmnt may be factors. MDs are human. I think this study raises more Q than it answers. #socpharm 7/28/2010 19:27

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@ Research does show, however, that people who go to Dr and ask for specific drug are more likely to get it #socpharm 7/28/2010 19:28

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@ @ The research we did with docs last qtr said that they are getting tired of spending so much time online #socpharm 7/28/2010 19:28

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@ somebody else’s opinion (human), computer can’t do that. ppl sometimes need to hear what they have to do from smb #socpharm 7/28/2010 19:29

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@ Yes but today it is also up to doc and insurer. i.e. lots of insurers not covering Lovaza from GSK #socpharm 7/28/2010 19:29

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@ would love to compare effectiveness of TV ads for drugs for elderly and young mothers, for example #socpharm 7/28/2010 19:30

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@ Also lot of insurers here in Ca wont cover Guardasil #socpharm 7/28/2010 19:30

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If the TV ads are not effective, then why have so many drug companies spent most of their advertising budget on them for so long? #socpharm 7/28/2010 19:30

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Welcome Angela. RT @: @ Hello Eileen, popping in! #socpharm 7/28/2010 19:30

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By the way does ANYONE buy the GSK story in compensating sales people by customer feedback ? #socpharm 7/28/2010 19:31

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@ Lovaza is fish oil, right? Why should insurer cover? #socpharm 7/28/2010 19:31

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RT @ Don’t expect much regulatory guidance on socmed. http://bit.ly/9OC8yd What d u think? #hcsm #socpharm 7/28/2010 19:31

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@ That’s true- but a lot of insurances won’t cover Latisse or Propecia and they still are advertised heavily #socpharm 7/28/2010 19:32

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@ because it has really good clinicals behind it #socpharm 7/28/2010 19:32

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a 9% reduction in mortality in heart failure patients who took a gram of Lovaza a day. #socpharm 7/28/2010 19:32

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T3: Being told not to predict much FDA guidance on sm. Do we really need it? #socpharm 7/28/2010 19:33

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@ Was it compared with fish oil I can get at Whole Foods or Walgreens? #socpharm 7/28/2010 19:34

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@ @ Daily baby aspirin has excellent research behind its cardio benefits… still not covered by many insurances #socpharm 7/28/2010 19:34

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RT @: rt @ Don’t expect much regulatory guidance on socmed. http://bit.ly/9OC8yd What d u think? #hcsm #socpharm 7/28/2010 19:35

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@ What is sad is that a LOT of pharmas are risk adverse and thus will not embrace social media #socpharm 7/28/2010 19:35

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RT @: @ No dont need it + its changing too rapidly to issue guidelines #socpharm (agreed) 7/28/2010 19:35

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@ Yes it was in fact here in Ca those fish oils are under warning for contaminants #socpharm 7/28/2010 19:35

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T3: Think pharma is gradually figuring out way to do sm on its own. Also realizing too important to ignore. #socpharm 7/28/2010 19:35

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@ because it is OTC #socpharm 7/28/2010 19:35

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@ Some are yes but others are not #socpharm 7/28/2010 19:36

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T3: We never got guidance on the internet in the first place but it has become a primary pharma marketing tool. #socpharm 7/28/2010 19:37

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@ I see big changes happening w/Pharma & sm. It’s takes time (like w/any large industry/co) but they r def making strides #socpharm 7/28/2010 19:37

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@ Patient focused orgs are going to figure out that SM is part of the mix does nor replace it #socpharm 7/28/2010 19:37

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RT @: T3: We never got guidance on the internet in the 1st place but it has become a primary pharma marketing tool. #socpharm #hcsm 7/28/2010 19:37

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RT @ See big changes happening w/Pharma & sm…takes time (like w/any large industry/co) but they r def making strides #socpharm 7/28/2010 19:38

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T3: I would like to see FDA endorsement of 1-click myth to risk info. #socpharm 7/28/2010 19:38

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@ @ The FDA still classifies the Web as labeling #socpharm #hcsm 7/28/2010 19:39

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@ fish oil is also OTC as is ibuprofen but most insurances still pay for the 600mg form #socpharm 7/28/2010 19:40

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T3: I think the bigger barrier for pharma than #fdasm guidance is relevance and learning how to engage with today’s #epatient #socpharm 7/28/2010 19:40

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There are those who suggest that OTC fish oil and Niacin are same as Rx and a lot more cheaper #socpharm 7/28/2010 19:41

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@ Prilosec, Claritin, and others also OTC but many people get Rx for it since it’s often cheaper to pay a copay #socpharm 7/28/2010 19:41

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RT @ T3: I think bigger barrier 4 pharma than #fdasm guidance is relevance & learning how 2 engage w/today’s #epatient #socpharm 7/28/2010 19:41

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RT @: The bigger barrier for pharma than #fdasm guidance is relevance & learning how to engage with todays #epatient #socpharm 7/28/2010 19:41

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@ Good point but I wonder if that will stop soon #socpharm 7/28/2010 19:42

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No wonder premiums r high! RT @: @ fish oil is also OTC as is ibuprofen but most ins still pay 4 the 600mg form #socpharm 7/28/2010 19:42

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@ And who will be in charge and can they be in charge without going thru MLR all the time #fdasm #epatient #socpharm 7/28/2010 19:42

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@ yes! Scrolling or animated! RT @: T3: I would like to see FDA endorsement of 1-click myth to risk info. #socpharm 7/28/2010 19:43

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Pharma is like a big tanker trying to turn around in a small river and that river is receding #socpharm 7/28/2010 19:44

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Last topic: @ launched http://bit.ly/aSYd29 to show presentations, video, blog posts. What do u think? #socpharm 7/28/2010 19:45

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@ @ Indeed! I always ask why ins. pays for many generic OTC meds… no one has good answer for me… yet #socpharm 7/28/2010 19:45

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RT @: @ launched http://bit.ly/aSYd29 to show presentations, video, blog posts. What do u think? #socpharm 7/28/2010 19:46

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@ coverage comes down to value proposition for payors. Cost condition/cost drug/cost business. There’s a rationale-always #socpharm 7/28/2010 19:46

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T4: Pfizer choosing Slideshare to display their info was such an unexpected choice for me. #socpharm 7/28/2010 19:47

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@ Speed is a competitive advantage and right now consumers are abandoning pharma marketing in droves #socpharm 7/28/2010 19:47

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Eileen the odd thing about Pfizer’s slideshare ‘news’ is their slideshare site says launched August ’09 … #socpharm 7/28/2010 19:47

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@ YAWN the Pfizer slideshare is NOT for patients and is old news its been there for a long time #socpharm 7/28/2010 19:48

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@ Pfizer on slideshare is most PR “Boring” stuff. #socpharm 7/28/2010 19:49

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I think they have had presentations before, but looks like use of slideshare as complete social hub. #socpharm 7/28/2010 19:49

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@ Good insight. I need more education about the payer perspective, ROI calculation. #socpharm 7/28/2010 19:50

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RT @: @ Pfizer on slideshare is most PR “Boring” stuff. #socpharm 7/28/2010 19:50

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@ Perhaps they added the Tweetstream & other new features worthy of press release re slideshare? Let’s ask @ #socpharm 7/28/2010 19:50

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T4 It was interesting for Pfizer to use SlideShare. It’s a good resource for Investors/Employees. (Still need to claim Scribd ;) #socpharm 7/28/2010 19:50

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@ There actually is a publication and formula that my current manager published. I’ll find out and send along. #socpharm 7/28/2010 19:51

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@ Pfizer presos seem to be mostly investor relations focus. Why not, I guess? #socpharm 7/28/2010 19:52

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@ Could you answer a question for the #socpharm tweetchat audience – what is new about the Pfizer Slideshare site? 7/28/2010 19:53

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I let everyone know if I get an answer tomorrow during regular business hours. #socpharm 7/28/2010 19:54

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@ Could you answer a question for the #socpharm tweetchat audience – what is new about the Pfizer Slideshare site? 7/28/2010 19:55

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@ Thanks! Need to round out my pharma marketing education. Payers important Rx drivers, decision makers. #socpharm 7/28/2010 19:55

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Gr8! RT @ I’ll let everyone know if I get an answer tomorrow during regular business hours. #socpharm 7/28/2010 19:55

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@ Did you see the pfizer press release? http://bit.ly/bIyqSU #socpharm 7/28/2010 19:56

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@ I’ve always said. Try practicing medicine w/o medicine…now try practicing w/o payor coverage! The world is changing! #socpharm 7/28/2010 19:58

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Thanks everyone for participating tonight. Let me know if you have any #socpharm topics for next Wed night at 8 pm EST/7 pm CST/5 pm PST 7/28/2010 19:59

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Thanks @, you’re phenomenal, and thanks to all the #socpharm peeps I love to engage with. Very stimulating, as usual. 7/28/2010 20:04

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@ Good one! #socpharm 7/28/2010 20:06

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@ Topic suggestion: What Non-Marketing, Non-Regulated things can Pharma do right now? #socpharm 7/28/2010 20:10

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RT @: MerckEngage is a personal health site: http://bit.ly/dxVgCS Nice logo. #cbipharma #socpharm 7/28/2010 20:14

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Not surprised. RT @: 85% of surveyed brands target the physician’s waiting or exam room 4 patient edu comms #cbipharma #socpharm 7/28/2010 20:16

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@ Alright, cool! Great job as always with #socpharm chat! 7/28/2010 20:19

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@ #socpharm PFE is committed to dialogue & new ways to engage-w/ SS (30m views) we syndicate content- .com, blog, YouTube etc 7/29/2010 07:07

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

Siren Interactive
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