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#SocPharm Tweetchat Transcript 2/24/2010

Posted by | 8:47pm on Wednesday, February 24, 2010

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Grabbing my seat for #socpharm… am I on time? who brought the snacks?

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Welcome to the marketing & social media pharma chat (#socpharm). Plse start w/intros & why u are interested in this topic.

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I brought healthy snacks only ;) RT @: Grabbing my seat for #socpharm… am I on time? who brought the snacks?

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I’m Brad P. from NJ. #iwork@novartis as an adhoc digital evangelist. I’m always interested in understanding more about marketing. #socpharm

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I’m Eileen & I work at Siren Interactive – we work w/pharma to reach patients with rare disorders. #socpharm

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Wendy from Siren too. Interested in participating on this conversation. #socpharm

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Any #socpharm lurkers? Please introduce yourself.

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Nice to see it shared. // RT @: @ shares results for COPD social media campaign:http://bit.ly/apGJ5A #fdasm #socpharm #yam

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T1 What do you think about the Forbes article on the Most Expensive Drugs? #socpharm” target=”_blank”>http://bit.ly/aGCtUX#socpharm

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Hey… @ has kicked off #socpharm, jump in, the water’s fine.

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T1 Feels like a good conversational article. I’m not seeing much in the way of “bad pharma, no donut” until I got to the comments. #socpharm

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I think @ made a lot of great points in her response to the Forbes article. Made me look at it a lot differently. #socpharm

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@ I thought Forbes took the easy way out, no real analysis, just sensationalism. The NY Post even picked it up! #socpharm

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@ but forbes doesn’t explain why meds are so expensive? kind of points pple to 1 direction? http://bit.ly/aGCtUX #socpharm

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@ It did read mostly as a list of things. The Post? Good grief… #socpharm

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Agree! RT @: I think @ made a lot of great points in response to Forbes article. Made me look at it differently. #socpharm

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Duncan from Firebelly marketing – social marketing agency – here for the conversation! #socpharm

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Thanks Arlyi & Eileen, didn’t even address the emotional issues — 75% of people on these medications are children. #socpharm

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Last night @ expressed frustration w/expensive oncology drugs that weren’t effective & concern over price gouging #socpharm

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@ Big difference between drugs that cost a lot and prolong life only weeks/months and for chronic conditions. #socpharm

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@ : The comments do seem to point to the 1 direction most ppl go. Almost everybody I talk to mentions price 1st. #socpharm

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T1 There’s an article in the PM360 I got today listing pharma products as “negative goods”. Never heard ‘em described that way b4. #socpharm

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@ Yes, this distinction was not explored by Forbes. And many ppl aren’t aware of lifetime insurance caps. #socpharm

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@ Hi all. Frieda Hernandez here joining late. #socpharm

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@ issue for me is that some cancer drugs don’t even prolong survival or improve QoL; they shrink tumours. So what #socpharm

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Drug R&D is so expensive, can I be naive & ask any insights on this? #socpharm

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@ Exactly. But these drugs are not viewed separately, but the outcomes are really different. #socpharm

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@ Can you explain what they meant by “negative goods”? #socpharm

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@ The author (name blanking) defined it as something you have to buy to deal with a situation you’re stuck with. #socpharm

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@ Interesting…negative goods”. I’ll have to take a look at that. Never heard that terminology either #socpharm

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@ yes R&D is expensive but how is $400K conscionable? That’s more than many peeps mortgage, plus v hi copays #socpharm

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@ for some, yes, but not uniformly and therein is the rub #socpharm

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@ So, “negative goods” are a prod you *have* to buy, not one you’d ever *choose* to buy. Neg Goods don’t upsell well #socpharm

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@ Fascinating concept. No one really wants to have to buy a pharma product. #socpharm

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@ Hence all the unfilled prescriptions. #socpharm

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@ Can u speak to racial and economic disparities in outcomes for cancer patients that can’t afford meds, get coverage? #socpharm

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@ that’s a great concept, no one wants to take meds or be reminded that they’re ill in any way #socpharm

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@ : So, we’re not only dealing with pricing as much as a determined avoidance to admit a need in some cases, maybe? #socpharm

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@ : Almost makes any conversation about difficulties around compliance into a “D’ur” moment #socpharm

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So true RT @: @ that’s a great concept, no one wants to take meds or be reminded that they’re ill in any way #socpharm

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Absolutely! RT @: We’re not only dealing w/pricing as much as determined avoidance 2 admit a need in some cases maybe? #socpharm

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@ Some drugs are life saving – how much to save your child? No drugs at all for most diseases at any price. #socpharm

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T2 We all know pharma has an image problem, per @‘s blog http://bit.ly/9B9Up4f can we use social media to improve it? #socpharm

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Oh gosh – where to begin on T1? 1st, R&D is a fraction of the pricing formula #socpharm

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T2 My hope is that we’ll use Social Media for more than just marketing, get active in talking about some of our good works #socpharm

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PFE’s McKinnell told a 2005 Press Club audience pricing is about anticipated income…which funds R&D so it’s not either/or #socpharm

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T2 But not in a bait and switch kind of way… it’s a hard line to walk, no doubt, but we have to at least try, don’t we? #socpharm

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@ Yes & by showing example after example of pharma good works can we shift opinions? #socpharm

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Tauzin rightly said “we don’t sell cars purses or ice cream” McKinnell compared drugs to “cars, consumer products, appliances” #socpharm

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T2 I’m reminded of @. I’ve met Frank & like him so I can’t dislike big bad Comcast as much. #socpharm

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T2 @ learning lab is awesome resource for talking about the value of the drug makers. Would love to see more engage #socpharm

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T2 The hazard will come if a corp starts doing “good works”, then gets slammed for a major violation. Makes it worse faster, IMHO #socpharm

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@ Agree. Anything corp does must be authentic and believable. #socpharm

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@ Sounds like a job for sales reps… tying in a pharma social media agenda with something like a #twelpforce? #socpharm

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T2 @ All the companies do good works every day! But drug prices are a rallying cry for anti-corporate interests. #socpharm

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@ And just like in social media, pharma can’t just come in do 1 good thing & leave, must be ongoing effort/commitment #socpharm

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Agreed. That is the best way for to build an ongoing relationship with the customer. #socpharm

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@ Pharma needs to do a better job of promoting these good works. #socpharm

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T2 The reputation bar is low in #pharma, more #socialgood would be good for the industry #socpharm

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@ : Yeah. That annual marketing cycle is gonna have to evolve… #socpharm

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@ Kinda disagree – needs to be the authentic voice of patients, not the companies. #socpharm

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Good pt, but can’t it be both? RT @: @ Kinda disagree needs to b the authentic voice of patients, not companies. #socpharm

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How many ppl heard of the day Pfizer used drug reps to promote unbranded smoking cessation strategies? It was published in JGIM #socpharm

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Very important first step! RT @: @ Agree. Anything corp does must be authentic and believable. #socpharm

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Their Salud de Corazon program is an awesome health literacy initiative. But self-promotion and PR firms won’t win the public back #socpharm

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@ : And I’ve had conversations with people who have NO idea Big Pharma does “good works” in US borders. #socpharm

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My biggest fear of agency-led social media adherence campaigns will be a blowback that trumps Mazda/Samsung’s BS bloggers #socpharm

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@ : Most people assume all Big Pharma does is give product to “underdeveloped markets”. Indigent care blows their minds #socpharm

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@ The majority of pharma’s critics aren’t indigent, they’re indignant. There’s a BIG diff b/w can’t pay and won’t pay #socpharm

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@ Understanable. Corps must walk the walk not self promote whatever they are doing. #socpharm

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hre’s a lesson RT @: The Risks & Woes of Doing gd http://bit.ly/bnp14e #CSR#causemarketing #saralee by @ #socpharm

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T3: Are we just recreating real life silos online or is it realistic to hope we can create something completely different? #socpharm #sxsh

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@ : Agreed. I admit I don’t know eactly *how* to do it… I’m thinking we can get somewhere in this “no control PR” space. #socpharm

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@ Thank you #socpharm

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Nice. I’ve gotta remember that one. // RT @: The majority of pharma’s critics aren’t indigent, they’re indignant. #socpharm

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T3 By silos, do you mean SM as a marketing silo? or brand silos in SM? #socpharm

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@ Do you think you can come do for pharma what you’ve done for Comcast?!? #socpharm

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@ Brand and industry silos w/in health care. RNs versus MDs versus hospitals versus pharma…. #socpharm

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LOL RT @: @ Do you think you can come do for pharma what you’ve done for Comcast?!? #socpharm

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T3 Looks to me like we’re re-creating industry silos in a digital format. Radical change is tough to accomplish! #socpharm #sxsh

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I believe “participatory medicine” will put pts & providers on equal footing breaking down silos but mfrs have to LET IT happen #socpharm

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@ Absolutely. I know it very well, daughter had CF, cancer and passed away during surgery http://sitedreamer.com/gia #socpharm

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@ I don’t think they can stop it. Participatory is coming like it or not. #socpharm

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@ Frank, I’m so sorry to hear that. Thanks for sharing the site with us. Gia was beautiful. #socpharm

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Love 2 work w agencies 2 bring a public health/pt-centered approach to this, but @ et al only want brand execs #socpharm

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T3 Silos will always exist IMHO. Social Networking has created lots of “there is no spoon” moments. Ppl reaching out of trad silos #socpharm

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It’s complicated RT @: @ Brand & industry silos w/in healthcare. RNs versus MDs vs hospitals vs pharma…. #socpharm

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T3 So, as much as silos are inevitable, people ignoring them and forging their own paths are just as inevitable in this space #socpharm

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RT @: @ Absolutely. I know it very well, daughter had CF, cancer and passed away during surgery http://sitedreamer.com/gia #socpharm

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@ I’d have to agree, we’re trying to empower/enable patient advocates to do that. #socpharm

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@ And empowering and enabling patient advocates will hopefully become clearer once the FDA Guidelines are issued. #socpharm

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@ I am LOVING this book http://bit.ly/dwGvVV it may apply to your “silos” comment in #socpharm

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@ The advocates are great, the trouble in pharma is they worry too much of legal side. They need to personalize brand #socpharm

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@ Also many in the industry have personal connections that drew them to the field, people would love to relate #socpharm

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@ Is an e-Caregiver! Welcome we need to hear from more #epatients. Thanks for sharing story http://bit.ly/aP6Wg1 #socpharm

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@ If we don’t worry about the legal side, the FDA will have our heads on pikes in front of the offices. #socpharm

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@ Fines & lawsuits mean the legal concerns will always be there, but yes personalizing brands w/ “Franks” is needed. #socpharm

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T3 Pharma brands will soon no longer sell drugs, but sell health. Dx: HTN, Tx: Pfizer, Novartis, etc #socpharm

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This is one thing I wish I could find somewhere. A plain English explanation of how the FDA works to make the world safe (no joke) #socpharm

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We’re out of time & I did want to let everyone know about the #sxsh event on 3/11 if you’ll be in Austin:http://bit.ly/cIN9cI #socpharm

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@ When you build personal connections, lawsuits can be limited. Tough to sue someone you like. Societal change! #socpharm

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And how that world safety makes Big Pharma play fair in the world. And how that limits the way Big Pharma can help at all. #socpharm

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I designed a campaign based on cable TV when I was at @ – maybe I need to talk to @ #socpharm

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Thanks again everyone for a great #socpharm chat. Hope to talk to you again next Wed at 8 pm est. drjmob: @ You don’t like FDA’s new videos? #socpharm

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@ Funny. #socpharm

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@ : Thank you for managing this herd of cats again. You’re a rockstar #socpharm

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Interesting RT @: @ i’m LOVING ths book http://bit.ly/dwGvVV it may apply 2 yr “silos” comment in #socpharm

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Yes, thanks Eileen. Good talk. #socpharm

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Thanks so much@EileenOBrien and to all the great participants. Very stimulating #socpharm

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@: what are you LOVING about Pronovost’s book? #socpharm

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@ Thanks as always. #socpharm is always great and ends too quickly!

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@ I am LOVING that is making me think #socpharm

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@ that is a whole debate in itself, all sorts of issues but pharma can do a lot with assistance programs etc #socpharm

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@ yes some are life saving but others only give days to weeks of extra life at a high price with nasty side effects #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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