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#SocPharm Tweetchat Transcript 8/1/2012

Posted by | 11:07pm on Wednesday, August 1, 2012

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@ here from Novo Nordisk but speaking for myself. Welcome all to tonight’s tweetchat where I am glad to be moderating. #socpharm

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It’s the first Wed of the month at 8 pm ET so welcome to the #pharma marketing & sm tweetchat #socpharm. Say hello! #hcsm #epharma #hcmktg

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Big thanks to @: who will be our #socpharm tweetchat moderator tonight.

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Please announce yourselves if you wish so we know who is on and we’ll assume you speak only for yourself and not for your company. #socpharm

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Q1 this evening will examine the question, should pharmacos promote vs only educate/serve in eMR environs? #socpharm

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Please note that all tweets will be considered your own personal view & not representative of your employer or clients. #SocPharm

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@ Q1 can you describe some of the opportunities Pharma might have in EMR/EHR? #SocPharm

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So let me venture further here. I often wonder if given the context of eMR use, that being MD in direct interaction w patient, … #socpharm

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…how we as an industry should best interact and respect that space. Its pretty obvious that this is a great space 4 offering… #socpharm

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…resources that assist the MD in getting better patient outcomes. I question if we should reserve this space for only such use. #socpharm

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And I wonder if I am going to get any debate on this point this evening. Hmmm. Indeed the toughest crowd is no crowd at all. :-) #socpharm

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Q1: I could see offering copay discount or pt support info via eHR but space could get very crowded quickly with competing offers. #socpharm

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I think not given the rules for now such offers appear which as I understand are specific to an eRx and not random for most part. #socpharm

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And if the eHR companies are offering opportunity for brand “ads” vs education some companies will quickly take advantage of offer #SocPharm

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That said, I think this space should not become rife with mere promotion. I think we can do better than that. #socpharm

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hi- interesting @ @: #socpharm are you asking if pharma should have direct contact w patients in certain settings?

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I agree but I think we have an opp to discipline ourselves here & gain the advantages of a better more respectful custexp. #socpharm

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@: Nope. We are asking if pharma should advertise in eMRs. #socpharm

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it appears i am the only lurker tonight? @ @: #socpharm

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Q1 when my docs use electronic med record they r quickly scrolling & hitting – not really reading. At last visit some meds on 3x #socpharm

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Well how about we move on to Q2, & anyone can comment on Q1 later if they like. #socpharm

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@ True but we are glad to have you! #socpharm

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@ yes – is everyone else watching Olympics?? #SocPharm

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RT @: Pharma and healthcare innovation: ten steps forward by @ http://t.co/GZwqh4xM #socpharm #pharma #hcsm

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@: What mean “some meds on 3X”? #socpharm

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We should define EHR (electronic health records) or EMR (electronic medical records) #socpharm

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@ #socpharm well, that is DTC, just new version of it, frankly i don’t think it belongs there, but then this is me talking lol

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@ when my doc printed out my record some of my prescriptions were entered 3 different times , many dups #SocPharm

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@: here’s a quick article for any who want to read more abt it http://t.co/m5A6ozjl #socpharm

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So for Q2, what do you think about Apple annc on iPhone5 and iPhone Mini on 9/12/12? Are you going to run out and get one, or two? #socpharm

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@ How is it DTC when the MD is using it? #socpharm

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@: eHR is what patients use for themselves. eMR is what HCPs use for their patients. #socpharm

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I don’t like the idea of pharma adverts to the doctor being embedded into EMR’s, that is a covert way to keep DTC alive and well #socpharm

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@ not me – I’m still happily using my iPad v1 and iPhone4!! #SocPharm

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@: I see about 3x #socpharm

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@ oh, yes,sorry DTC –should read direct to physician. just another way for doctors to be influenced by pharma w products #socpharm

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@ @: #socpharm keep in mind, i don’t like the direct influence pharma has on docs via journal ads, etc etc (tough crowd)

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Q2: I just acquired an ipad1 when I gave away my 7″ android tablet. I just went back to iphone 4S from android. #socpharm

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Important distinction RT @: @: eHR is what patients use for themselves. eMR is what HCPs use 4 their patients. #socpharm

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Q2: I wont get iphone 5 but will probably get ipad mini as I prefer 7′ tablets. #socpharm

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#socpharm i’m glad to know this is an area pharma wants to heavily pursue. this will keep all of us purists busy watching for conflict LOL

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@ Is that influence all bad? Its a 2 way street no? #socpharm

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@ #socpharm if the doctor is being paid by the company (or influenced by ads) and the doc rx’s that med, yes that is bad imo

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Q1: That said, I lean towards that space being reserved for education/resources and not promotion. #socpharm

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Q2: @ release some data recently on amazing update of iPads by doctors. Noted it is tipping point for using digital #socpharm

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@ The jury is still out on heavy pursuit I think. #socpharm

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#socpharm keep in mind, i’m not employeed by pharma,and i’m a watchdog for conflict of interest&am glad when docs don’t allow reps in office

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@ #socpharm re heavy pursuit–probably once one gets the positive input from doing it others will follow is my guess

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@: Fair though I think ipad adoption may have as much to do with factiming grandchildren and other family. :-) #socpharm

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#socpharm ppl prob wonder just how i think pharma would advertise their products if all direct to consumer/physician ads were banned.

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@ with all the different EMR vendors will it be hard to get good penetration? Do we know if it’s effective? #SocPharm

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@ I understand. What are CoI implications here as you see it? #socpharm

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@ How would they if all were banned? Have you seen research suggesting disadvantages of no reps? #socpharm

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@ #socpharm well,obvious conflict would be the doctor reads my chart info, sees an ad for say.. a blood pressure med..offers to me

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@: Not true. Who says that about the many journals or websites? I think no one. Its an aggregation opp for someone. #socpharm

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@ Why is that a conflict? MDs are not robots. What if offer benefits patient and MD would otherwise not find out? #socpharm

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#socpharm One practice’s experiment in refusing detail rep visits http://t.co/5k0T38Lf

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@ good point! Have we heard if its use has been effective? I did hear creative use for clin trial recruitment via EMR #socpharm

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@: We know that relevant compelling content offered timely is effective. Its a universal law of human cognition. #socpharm

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@ #socpharm and with options and research i would do before i took a med; i wouldn’t want all the info from the drug maker

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#socpharm i had a doc tell me he rx’d 3 ppl same drug in 1 day after a pharma rep for that drug was in his office.made him take notice.

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@ Yes, & these operational benefits are clear but if they cut themselves off entirely from reps, I wonder … #socpharm

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@ …how they supplement for the education and notices that reps otherwise provided. I hope they are calling … #socpharm

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#socpharm Pharma sales reps are facing increasing restrictions on access to physicians http://t.co/LmEwn63d

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@ …the pharmacos for these resources when they are in need of them. #socpharm

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#socpharm “they must leverage digital tools beyond their traditional sales force efforts” (sales reps) http://t.co/LmEwn63d

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RT @: #socpharm Pharma sales reps are facing increasing restrictions on access to physicians http://t.co/LmEwn63d

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@ well , this is where the ads embedded into the eMR comes into play. it’s the new “pharma rep” #socpharm

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RT @: #socpharm ppl prob wonder just how i think pharma would advertise their products if all direct to consumer/physicia …

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@ I would hope that MD did that because he really believed int he prd & not just because of the rep. #socpharm

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@ #socpharm it’s interesting, i’m sure sales reps are being replaced by technology, Internet access to company info, etc ?

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@ …and reps should be varred if not offering value. We as pharma are going back to school on value recreation. #socpharm

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Video resources re products are something physicians are increasingly asking for… #SocPharm

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@ #socpharm yes, it’s questionable–the doc said he had not thought abt it until i asked if a rep had just been there–

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@ #socpharm and consequently that entire office ended up banning reps from coming in

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@: #socpharm yes re video resources–this is when pharma many times gets a KOL (paid by them) to do an ‘educational’ vid

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@ Convenient digital tech is replacing everybody, no? Or at least altering how we are placed. :-) #socpharm

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#socpharm this is off topic, but since it’s just us–what abt Paula Deen, is she still promoting NovoNordisk product? do i have that right?

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@ True but note that KOL video is understrict reg rules that keeps it compliant. Its no free for all out there. #socpharm

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@ yes but I think the key is the word EDUCATION – docs are smart they want to hear the science #SocPharm

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Hi All – How viable is it for the rep to play a role in “on demand” access from docs; respond immediately to ?s, etc. #socpharm

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@ Nothing is off record. :-) I am here speaking for myself and that is Novo Nordisk biz not mine. :-) #socpharm

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@: #socpharm ahhh the science! but alas many of the studies are pro-company data results for that product

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@: Very viable. I mean a prime genius of the internet is its “on demand” nature. That is the convenience factor. #socpharm

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@ ok thanks #socpharm no paula deen gossip tonight :) lol

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@ Doctors know that too- I think (hope) they evaluate multiple sources when making decisions #socpharm

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@ True, & you have seen how the effective the internet has been in catching gaffes in this area. The system works. #socpharm

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@: #socpharm i hope so too

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@: …and tools like SERMO, UpToDate, etc., have made it so much easier for them to do so. #socpharm

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#socpharm it would be nice to hear from a physician on this topic! i’d like to know what they think abt the ads, etc

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@ The fact is that HCPs & Pharmcos are not monoliths but they are human & so there will be good, bad & ugly. #socpharm

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@ What’s the downside to the SERMO being bought by WorldOne? #socpharm

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What scares me is the fact that so many docs use Wikipedia for prof info! #SocPharm

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#socpharm hey it’s been interesting, i always like to keep up on how all aspects of the health system work; even #pharma advertising! :)

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@: I think there are not major ones. If anything it internationalizes the community, I think, which is good as I see it. #socpharm

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@: Why fear wikipedia? Is it really much worse than other sources? #socpharm

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@: #socpharm yes Eileen, wiki isn’t a great resource as it can be edited by anyone inc pharma cos as we have seen happen

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@ Thanks for hanging out with us this evening. I enjoyed it. You provoked new thoughts for me which I dig. #socpharm

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@: Hopefully pharma is following your blog advice and updating it on a regular basis! #socpharm

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@ @: #socpharm wikipedia can be edited in a bias fashion for those who benefit, ie pharma cos can…anyone can edit

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@ @: #socpharm in my recent college courses wikipedia is not encourage and many times not allowed as a work cited

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@ But we have found bias flaws in even traditionally edited publications. #socpharm

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@ thank you Craig! #socpharm

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@ …and wikipedia can be counter edited to correct and balance bias and more readily than traditional journals. #socpharm

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” @ Thanks for hanging out with us this evening. I enjoyed it. You provoked new thoughts for me which I dig. #socpharm

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@ #socpharm yes, there’s always the controversial PAXIL 329 study many doctors are calling up for retraction! (another topic!)

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@ Yes, that wikipedia bar is typical “fear of the new”. It will pass. #socpharm

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@ I guess the fact that unlike journals / books there’s no medical editorialship of Wikipedia #socpharm

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@ #socpharm yes, and that is why reading ‘retraction watch’ by @ is a great resource

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@: So medical editorship is flawless? C’mon. It is peer reviewed and retractable like any publication, no? #socpharm

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Thanks so much @ for moderating tonight. Join Sept 1 when @ from Sanofi will be leading the #SocPharm chat

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@ Thanks for tip on retraction watch. This is more and more needed as knowledge creation speeds up. #socpharm

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@: You are welcome. Thanks all and I look forward to September get together. Bed time for Mr. DeLarge. Be well all. #socpharm

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@ I didn’t say that, but peer reviewers at least have medical background #socpharm

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Good night & thanks.I’ll pay closer attention to my calendar next month to make it on time. #socpharm

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@ you’re welcome on the retraction watch tip! #socpharm and thanks for moderating!

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@: I know. I was being provocative. I believe wikipedia has medical reviewers also. :-) #socpharm

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@: @ #socpharm yes, medical background-then there is always ghostwritten abstracts to deal with :)

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Lurking on #socpharm … great chat.

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@: @: @ #socpharm thanks all, and good night!

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Sorry, next #SocPharm chat is Wed Sept 5 at 8 pm ET with moderator @

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@ glad you enjoyed it – feel free to chime in next time! #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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