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#SocPharm Tweetchat Transcript 8/10/2011

Posted by | 9:55pm on Wednesday, August 10, 2011

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Welcome to the #socpharm Tweetchat. I’m Frieda Hernandez at Siren Interactive, your moderator while @ is on vacay

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Hi, Spitz here, VP of Digistrat at Ignite Health, multitasking so don’t be angry if I misspell or have a momentary lapse of reason #socpharm

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Dan Sfera, trying to demystify clinical trials #socpharm

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@: @ Hi there. Hamid Ghanadan from The Linus Group here #socpharm

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Hi; Chuck Strand with Siren here. #SocPharm

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@: Welcome, no problem. Wesn’t sure I would have any takers tonite #socpharm

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RT @: : Welcome @: @: @: #socpharm

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We will assume that eveyone’s remarks are their own opinion and not reflective of their company’s #socpharm

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Are there topics? #socpharm

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Any hot topis you want to cover or shall I pose some questions #socpharm

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I have a question: Does anyone know of best practices for diagnostics companies and/or labs’ use of Social Media? #socpharm

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How about recent banter about Facebook and Pharma pages? #socpharm

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Here’s one that was suggested to us T1: •What are some examples of best practice mobile pharma brand sites? #socpharm #mhealth

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Can you elaborate? RT @: : How about recent banter about Facebook and Pharma pages? #socpharm

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Working with Genomic Health re: making OncoType DX requested by breast cancer pts #socpharm

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T1: I have heard ATT is getting into m-health but don’t know that they have really figured out anything specific #socpharm

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Facebook issue reference here: http://tinyurl.com/3fpehs7 #socpharm

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That sounds interesting @: Would that fall under recent FDA guidance? #socpharm

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Most of pharma will bail from Facebook, but a few will remain and set a new precedent #socpharm

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Agreed RT @: : Most of pharma will bail from Facebook, but a few will remain and set a new precedent #socpharm

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I worked at Amylin for some time.We had issues with Reg. not wanting loose feedback loops.It was a problem with call ctrs and web #socpharm

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IMHO, pharma must now engage, add value or don’t participate re: Facebook changes #socpharm

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Last we checked, FDA still hasn’t issued true guidance. Anything come out in the last couple of weeks? #socpharm

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Agree with @ — social media is “social” and pharma lurking on platforms for the sake of traffic alone isn’t engagement #socpharm

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The Facebook issue has nothing to do with FDA guidance (or lack thereof); fair balance is clear, as are rules of engagement #socpharm

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@: No just the draft #socpharm

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Social media requires additional, ongoing resourcing and commitment; most in pharma don’t think the ROI is there to justify #socpharm

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FDA->even w/trad mktg, no-no letters are still issued.Gidce 4 SM isnt green light. Pharma needs 2 accept risk/benefit just lke pts #socpharm

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Agree with @: — lack of formal guidance is largely an excuse not to participate #socpharm

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Nxt Pharma earnings call listen to CEO claim being Customer-centric. check SM presence, then laugh #socpharm

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@: Link to the draft guidance annoucement http://1.usa.gov/oozXBR but nothing since that I know of #socpharm

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:-) RT @: : Nxt Pharma earnings call listen to CEO claim being Customer-centric. check SM presence, then laugh #socpharm

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FDA draft guidance issued July 19 was for high risk, patient-impacting mobile apps categorizable as medical devices 510(k) #socpharm

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T2 Can a patient ever know too much? http://bit.ly/mU4Rtp Any thoughts on this? #SocPharm

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Mobile app guidance has zip to do with social media guidelines, although some hope they might give the latter some urgency #socpharm

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Pharma’s fear of SM comments shows a sad expertise of Interruption Marketing #socpharm

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Many HCPs shudder when a patient brings in reams of hardcopy printouts of info found on the Web #socpharm

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Tons of erroneous data online, too — many of which patients read and bring to the point of care #socpharm

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Pts know 2 much: I don’t think so, I wonder how often knowledge turns into action though #socpharm

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So the ePatient is a double-edged sword for physicians: Good they are empowered, potentially problematic with wrong/too much data #socpharm

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Overall I agree with @: though — more ePatients the better! #socpharm

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Gotta run- THX #socpharm Good business and good evening to all!

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But HCPs are evolving, too — The new generation is not only Web savvy, but expecting Web savvy patients #socpharm

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@: Agreed. Here’s the other side of the story from the patient’s perspective http://bit.ly/nq8cUK #socpharm

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Patients empowered w/knowledge potentially present a challenge for HCPs. But ultimately it’s better for patients to manage care. #SocPharm

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What could/should be the Pharma role vis-a-vis ePatients? #socpharm

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@: I think it must be a partnership between HCP and patient as I’m sure the #s4pm folks would agree #SocPharm

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Would think a good HCP can improve adherence bcz of a more informed pt. #socpharm

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Pharma needs to help ensure patients get the right data about treatment options #socpharm

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@: Pharma has the most regulated, reviewed, scrutinized information for patients and HCPs. Can help facilitate dialog #socpharm

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We see pharma playing this facilitation role in #raredisease all the time where info and knowledgeable HCPs are scarce #socpharm

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Yes: RT @: : @: Pharma has most regulated, reviewed, scrutinized info for patients & HCPs, facilitate dialog #socpharm

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Welcome and totally agree RT @: : Would think a good HCP can improve adherence bcz of a more informed pt. #socpharm

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Challenge is pt must go to 3rd party sources for comparative info/dialogue #socpharm

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Amen RT @: : Pharma needs to help ensure patients get the right data about treatment options #socpharm

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Pharma’s role as a social media provider/moderator is inherently problematic #socpharm

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RT @: : Pharma needs to help ensure patients get the right data about treatment options #socpharm

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Thanks for participating@pharma411: and join us again next week #socpharm

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Pharma’s role as a provider of accurate clinical data about its own treatment solutions is central #socpharm

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We had some robust dialogue on the #socpharm tweetchat a couple weeks ago about pharma’s role (or not) in creating #mhealth apps

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Explain further what u mean? Curious. @: : Pharma’s fear of SM comments shows a sad expertise of Interruption Marketing #socpharm

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Figuring out where pharma should and shouldn’t play is vital to getting patients & HCPs the right data the right way #socpharm

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Dont think a patient could ever know too much, knowledge is power #socpharm

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Pt. Wants to go to HCP and discuss diff options, must have multiple data points to do that. Pharma only delivers 1, theirs. #socpharm

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and in healthcare no one will ever know enough until we can all live forever #socpharm

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RT @: : Pharma’s role as a provider of accurate clinical data about its own treatment solutions is central #socpharm

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Agree with @: — pharma data should only be a part of the overall dialogue #socpharm

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Ultimately HCPs and patients must decide on tx option, based on the best and most comprehensive data available #socpharm

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On a similar topic but across the pond Europe reviews rules on pharma-patient interaction http://bit.ly/qSsZPG . Thoughts? #socpharm

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When looking at the global picture, US pharma engagement with patients not so restrictive #socpharm

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European rules aimed more at standardizing the highly restrictive DTC environment than opening it up #socpharm

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@: is us Pharma engaged or just allowed a bigger megaphone? #socpharm

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The restrictive European environment might reflect the future of American DTC — headed in that direction? #socpharm

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Again, identifying the role pharma should play in communicating tx solutions and value is key #socpharm

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Touche RT @: : @: is us Pharma engaged or just allowed a bigger megaphone? #socpharm

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Hmm RT @: : The restrictive European environment might reflect the future of American DTC — headed in that direction? #socpharm

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Flipside: Is preventing all DTC communication even more damaging than allowing a semi-functional version? #socpharm

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Believe it is RT @: : Is preventing all DTC communication even more damaging than allowing a semi-functional version? #socpharm

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Paradoxically, many EU countries enable and encourage the one-click rule on their websites and ads #socpharm

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Whereas complete fair balance is central to US pharma communications, in the UK, for example, you can link to your ISI #socpharm

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I agree as caregiver 4 my dad in his last days RT @: : Dont think a patient could evr know 2 much, knowledge is power #socpharm

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So the US/EU dichotomy isn’t night and day: OUr environment is even more restrictive and regulated in certain respects #socpharm

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Patient knowledge is dependent on the patient: Some can handle lots of data, others cannot #socpharm

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Blanket solutions can be as erroneous as blanket conclusions — each ePatient is different, with different needs and proclivities #socpharm

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@: yes, some embrace the added responsibility knowledge brings, others don’t #socpharm

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A great study by @ last year revealed about 20-30% of patients are “e” and empower themselves with such data #socpharm

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So segmentation and individualization — very digital — is necessary when we consider ePatient tools, resources, & engagement #socpharm

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Can patients know too much? Some. But ALL patients should be treated as unique individuals with unique needs #socpharm

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I wanted to share this via @: http://bit.ly/n53mu2 The role of corporate culture in some of the issues discussed #socpharm

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Interesting POV @: — corporate culture says much — but let’s remember shoes aren’t as regulated and stigmatized #socpharm

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RT @: : FDA draft guidance issued July 19 was for high risk, patient-impacting mobile apps categorizable as medical devices 510(k) #socpharm

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What’s ironic is that loved brands like McDonald’s and Zappos make people fat or create footwear — they don’t cure leukemia #socpharm

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@: Hi, Frieda. Thx for the mention. And hello to all the #socpharm tweeps :)

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@: : You are so right, brother, we are not selling shoes here #socpharm

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@: nice point, as public health changes, other resources/techniques qill b needed to fill the gap #socpharm

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Pharma tends to score low in customer appreciation, when their solutions literally save millions of lives #socpharm

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@: RT @: :Pharma needs2help ensure patients get the right data for treatment opts #socpharm// THEN PUBLISH all RESEARCH!!

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Sure you have adverse events — but the benefit/risk ratio is statistically astonishing #socpharm

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RT @: : Dont think a patient could ever know too much, knowledge is power #socpharm

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Agree that transparency is vital, as is heavy regulation — but perceptions influence industries and their beneficiaries #socpharm

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@: that’s bcz of financial risk/reward. Many put in same mindset as wall street #socpharm

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@: @ @: @: @: @: @: @: Thanks for joining #socpharm

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@: Definitely — the balance between profit and public good is delicate #socpharm

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Thanks to @: for hosting! #socpharm

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I look forward to @ returning to us next week all rested and ready to rock #socpharm

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Glad to have stopped by to join #socpharm it’s been awhile!

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@: Glad to see you again #socpharm

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@: Thank you so much for your prolific tweets. Took the pressure off of me :-) #socpharm

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@: My pleasure, thanks for moderating!! Some good ideas shared by all #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.

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  • Eileen O'Brien
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