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#SocPharm Tweetchat Transcript 7/6/2011

Posted by | 10:57pm on Wednesday, July 6, 2011

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Welcome to #socpharm biopharma marketing & sm tweetchat. Say hello!

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As always we assume your comments are your own and do not reflect your employer. #socpharm

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Hi, Ciaran from Siren here. #socpharm

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Hi, Susan here, first time joining for #socpharm usually focus on #Meded

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T1 @ blogs details on several pharm cos http://bit.ly/pXkTIM filing Citizens Petition against FDA for guidance.Thoughts? #socpharm

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hi- joining for a few minutes until my mom comes! @: #socpharm

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@: @: @: Thanks for saying hello. #socpharm

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T1 Anyone know anything about Citizen Petitions? Historical use by pharma? It’s all new to me. #socpharm

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I’m here at #socpharm

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@: @ #socpharm is citizens petition a stall tactic?

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T1 @: ‘s post gives his POV on pharma Citizen’s Petition http://bit.ly/qRs7hY #socpharm

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Mark here want to see if I can add any value to the brain trust #socpharm

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#socpharm hello

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@: Hello Mark! So nice to see you #socpharm @: Welcome!

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Per FDA http://1.usa.gov/pw4SEY they get about 200 Citizens Petitions per year & anyone can use them to try to influence FDA. #socpharm

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@: Do you know if this tactic has been used by pharma in the past to try to reach FDA? #socpharm

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Hi all. Frieda Herenandez cheking in for #socpharm. Interested in all things #raredisease #epatient #caregiver… (cont) http://deck.ly/~bmnEF

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I see a side effect of this petition delaying FDA SM guidance – what so you think? #socpharm

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Darshan here. Looking forward to learning from the hive mind #socpharm

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@: It definitely complicates things more & throws something else into the mix that’s already political as it is. #socpharm

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#socpharm it’s hard to determine effectiveness. Based on our experience, pharma is more comfortable working with advocacy groups instead no?

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Hi there — late but tuning in! #socpharm

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@: Welcome to #socpharm.Tonight’s topic will be of interest, citizen’s petition to FDA for guidance: http://bit.ly/rbLZzp

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@: I think u might be right-everything in context- ‘binding’ is a pretty tall order for FDA #socpharm

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@: Unaware of a requirement that a guidance cannot later be modified into a reg. Could delay guidance. Unsure if it MUST. #socpharm

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@ Heather — what do you think about this latest move by pharma to get guidance? http://bit.ly/pXkTIM #socpharm

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Thx @: Looking forward to hearing from all #socpharm

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@: here from Novo Nordisk. #socpharm

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You can find the petition here: http://ow.ly/5ynCh #socpharm

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You can find the petition here: http://bit.ly/pw2krE #socpharm

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#socpharm Evening – I’m mostly lurking tonite :)

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I’m not sure — need to look at past citizen petitions and see what if any action was taken. Still pessimistic! #socpharm

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@: Hi Craig. Now I know why u said you dont expect SM gls in the foreseeable future! #socpharm

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@: Craig, can you share anything about Novo Nordisk view? #socpharm

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Interesting that this corporate move is considered a “citizen” petition. #socpharm

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@ Yes interesting tool for these companies to leverage. #socpharm

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I am afraid I do not @. #socpharm

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@ Corporations are citizens, or at least humans, yes? #socpharm

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Hi, I blogged–Pharma cos filed Citizens Petition with FDA asking for communication policy http://tinyurl.com/3v5pygw #socpharm

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@: Often seen with generic/ brand battles #socpharm

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@: Ah, I’m unfamiliar with them. This is an education :) #socpharm

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had to deal with one at previous job :) Hence my exposure #socpharm

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T2 Let’s talk abt how pharma should approach patients. Colleague @: gave 5 tips: http://bit.ly/js6Cg2 Agree? #socpharm

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An important part of this petition is desire of pharma to argue economic benefits of drugs to payors as “scientific exchange” #socpharm

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stephany-citizen blogger (lol) mom,caregiver,advocate.i asked @ why AZ wasnt in Petition, last i saw he was ‘checking’ #socpharm

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I would say no but Citizens United ruling says yes RT @: : @: Corporations are citizens, or at least humans, yes? #socpharm

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i like the new approach – entity and environment not just drug based. #socpharm

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The five points listed R std mkt and mkt research points. What they r doing is brand centric not problem centric adult learning #socpharm

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@: Expand on what you mean by “problem centric adult learning” please Mark. #socpharm

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if we understand the problems patients want to solve (ie needs assessment) we can do better at connecting on a hihger level #socpharm

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@: @: #socpharm I agree w being transparent but not sure i agree w not being empathetic.

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@: Corps are meta-human – sometimes lacking human values like integrity & compassion, esp when goal is profits, IMHO. #socpharm

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dont know how far they have executed so far #socpharm

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@: But what if you want to reach out to patients to learn what problems they want help to solve? #socpharm

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Knowledge is durable. It’s retained longer, has a higher functionality, and a greater value. (A true brand relationship) #socpharm

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@: what’s stopping this problem-centric approach? #socpharm

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You do a needs assessment there are techniques in gaining that insight at a very high level #socpharm

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When looking at adult edu you 1st have to establish a need which is usually based on a gap #socpharm

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RT @ if we understand the problems patients want to solve (ie needs assessment) we can do better at connecting #socpharm

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Market research and need assessment aren’t always too far apart when looking for problems #socpharm

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@: yes but that gap can be measured by problems they know they have or dont perceive #socpharm

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Never been to this chat, but let’s rock #socpharm

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@: I agree but they do not see the world in the same way one is looking at product the other the person: different #socpharm

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@: there can be many causes for a gap and edu isn’t always the way to close it #socpharm

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What about the behavior/ pharma interaction isn’t that the point? #socpharm

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Brands mediate learning, esp. in adults #socpharm

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@: totally agree both are looking at the same world through different lenses. Just trying to point out the parallels #socpharm

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@: its not solving problems with edu but using brand benefits, if they work, does. It is not edu but knowledge #socpharm

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Helping customers “gain knowledge” in relationship to your brand is more effective than simply imposing brand messages. #socpharm

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@: Butting in from Oz: I don’t think Pharma should approach patients! #socpharm

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@: The issue is being genuine in your empathy, and even if you walk in another ones shoes they won’t fit the same #socpharm

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Sorry all just checked into a hotel. #socpharm

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YES #socpharm RT @: : Helping customers “gain knowledge” in relationship to your brand is more effecti… (cont) http://deck.ly/~nI4SV

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RT @: : Helping customers “gain knowledge” in relationship to your brand is more effective than simply imposing brand messages. #socpharm

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@: Welcome! Why shouldn’t pharma approach patients who are blogging or public about their disease? #socpharm

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Re-fram brand communications within the context of the problem that the physician or patient is focused on solving #socpharm

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@: Even if intentions are good.. ie developing relevant programmes? (spelling to show Oz some love) #socpharm

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@: @: Is it a little like ambulance chasing if not done right? #socpharm

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@: It has to be done right, but if it’s with the correct intent it can be valuable. Especially w/ #raredisease patients. #socpharm

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I gotta bounce. Thank you all for the sharing let me know if I can help #socpharm

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@: Thanks for sharing your insights Mark! #socpharm

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@: right, which is why it MUST be done right! #socpharm

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@: IMHO difficult to do since diff people have diff definitions of “right” #socpharm

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@: I firmly believe Pharma are commercial entities. If people have symps, advice shd come only from hlth profl. #socpharm

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Last topic: @ launches Ashoka’s Changemakers health challenge: http://bit.ly/paZi8r What do you think of this? #socpharm

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@: But for rare patients who are often misdiagnosed for years, pharma can provide online info to help. #socpharm

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@: A local family pharmacist can give advice based on healthcare training. Not a Pharma company person. My opinion. #socpharm

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RT @: : Re-fram brand communications within the context of the problem that the physician or patient is focused on solving #socpharm

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@: That’s the confusion — it’s not advice, just pure disease awareness information. #socpharm

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@: Can we can agree that there are patient needs, gaps in potential resources and Pharma stands in a position to do good #socpharm

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@: I’ll stay radical. I don’t want disease info from a treatment seller! #socpharm But I can’t stop them giving it.

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@: Agreed :) #socpharm

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@: @: Does it matter that local pharmacist gets his info primarily from pharma? #socpharm

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@: Rare disorder people are rare. It’s not worth the public hlth hazard. #socpharm

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: @ we are talking apples and oranges. A local chemist cant create a global support program or awareness campaign #socpharm

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RT @: : Re-fram brand communications within the context of the problem that the physician or patient is focused on solving #socpharm

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As an RPh beg to differ RT @: @: @: Does it matter that local RPh gets info primarily from pharma? #socpharm

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Life saving treatments are not bad things! #socpharm

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@: We’ll have to agree to disagree! #socpharm

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@: I don’t want local pharmacists to be global. They are aware of local problems, eg. need for flu shots! #socpharm

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@‘s been doing interesting things n the social space, this seems to be another: http://bit.ly/paZi8r #socpharm

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RT @: : Last topic: @ launches Ashoka’s Changemakers health challenge: http://bit.ly/paZi8r What do you think of this? #socpharm

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What makes it interesting. RT @: : @: I am used to disagreeing about Pharma! Someone hhas to do it! :-) #socpharm

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@: Susan, am an Rph too. But, a lot of info comes direct/indirect from pharma (PI/Dinner even sponsored studies) #socpharm

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@: but what does any of that have to do with disease awareness? Donno anyone who goes to pharmacist to Learn abt disease. #socpharm

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@: @: In Aust. pharmacists are not so educated by Pharma, so could be an exception. #socpharm

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@: Apples and oranges. Can a local pharmacist match Pharma expertise in a rare, chronic, lifethreatening condition? #socpharm

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@: Right- ppl in our community don’t normally associate Pharma with info on personal health. Symps = medical. #socpharm

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CEs paid by pharma, drug reps, etc #socpharm

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@: Agree abt going to pharmacist for disease awareness #socpharm

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@: If hlth system missed a rare, life threatening condition & pt isn’t in an ambulance, Pharma is also too late. #socpharm

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Speed innovation challenges being used across many industries.Could bring some good big ideas that could potentially be executed. #socpharm

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@: my husband actually practices as a local RPh and aside from PIs most info is independent and 0 dinner mtgs for RPh #socpharm

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@ Quick, hop onto #socpharm! Need you!

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Loved the chat tonight all! Disagreement is critical to advancing thought! #socpharm

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Thanks for another lively #socpharm tweetchat. Hope to see you next week, let me know if you have topic ideas.

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CEs are independent! Pharma can fund but thats it! RT @: CEs paid by pharma, drug reps, etc #socpharm

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@: Sorry- missed Tweet. Would you say you use all your knowledge, not just Pharma input? #socpharm

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Which has a better ROI for new Rx’s the web or TV ?: http://t.co/WvwQ0kA #Pharma #socpharm #health #fdasm #hcsm

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me2 practice very routinely. Uptodate/micromedex etc all reference pharma spon. studies. Not saying bias, but related2 pharma #socpharm

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I’ll share the link when I post the #socpharm transcript in next few days. PP is calling me :)

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i worked at riteaid, independents, multiple hospitals etc. relation seemed thru. Influence who knows. #socpharm

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#socpharm Thx @ for Boehringer link, crowdsourcing for pharma. Reminds me of OpenIDEO.

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@: of course. All HCPs get some info from Pharma but most look to independent sources to round out conclusions. #socpharm

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@: I’m full of wild ideas about this and that- will try to keep Tweeps on their toes! #socpharm

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@: I know – you don’t just grab a spiel from a drug rep and shove it under someone’s nose! #socpharm

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@: I don’t know if I would classify primary research as “info from Pharma” even if it’s a sponsored study #socpharm reviews maybe

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Wow just saw this – @ trashes the Dosies http://cot.ag/pKXzJJ #socpharm

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@: depends on the definition of “from” :) #socpharm

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@: yes we can go back and forth about scope. I work with independent edu so you can see my view #socpharm

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@: Def. and I dont disagree. Just saying it depends on viewpoint. Some more pessimistic/ paranoid than others. :) #socpharm

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@: true but demonstrating that u r trying to understand can go a long way- obviously empathy must be genuine ;-) #socpharm

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RT @: : RT @ if we understand the problems patients want to solve (ie needs assessment) we can do better at connecting #socpharm

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RT @: : Brands mediate learning, esp. in adults #socpharm

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RT @: : @: The issue is being genuine in your empathy, and even if you walk in another ones shoes they won’t fit the same #socpharm

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RT @: : @: @: Is it a little like ambulance chasing if not done right? #socpharm

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@: @: – with the correct intent it can be valuable. Especially w/ #raredisease patients. #socpharm#agreed

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RT @: : @: right, which is why it MUST be done right! #socpharm

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RT @: : @: IMHO difficult to do since diff people have diff definitions of “right” #socpharm

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@: It does bear resemblance to ambulance chasing sometimes IMHO #socpharm Much happier with non-trial research pharm.

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“@EileenOBrien: : @: But for rare patients who are often misdiagnosed for yrs, can provide online info to help. #socpharm#agreed

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RT @: : @: That’s the confusion — it’s not advice, just pure disease awareness information. #socpharm

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“@davidjakubiak: : @: Can we agree there r patient needs, gaps n resources & pharma stands in position to do good #socpharm#agreed

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“@Murfomurf: : @: Rare disorder people are rare. It’s not worth the public hlth hazard. #socpharm#bioethics

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“@friedah03: : @: Agree abt going to pharmacist for disease awareness #socpharm#nevertalkrarediseasewourpharmacistnevereverever

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“@davidjakubiak: : Loved the chat tonight all! Disagreement is critical to advancing thought! #socpharm#agreed

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@ Yep- I’m a public health advocate, ie. a bit of a lefty. #bioethics comes B4 #socpharm in taking care of health/disease.

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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