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#SocPharm Tweetchat Transcript 8/17/2011

Posted by | 10:29pm on Wednesday, August 17, 2011

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Welcome to the #pharma marketing and SM tweetchat #socpharm. I’m rested and relaxed after my 2 week vaca!

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Say hello & let us know who you are… #socpharm

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I’m Eileen, work at Siren Interactive, we focus on #raredisease therapies. Fascinated in all things rare, pharma & interactive. #socpharm

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Hello! Just joining #socpharm and looking forward to a great conversation.

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Welcome back, Eileen! Chuck from Siren here. #socpharm

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@ Hi Christine – so nice to see you! #socpharm

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As always, all tweets will be considered your own personal views not that of your company. #socpharm

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I’m Bryan Person, and I work for LiveWorld. We do FB moderation for pharma cos., so tonight’s chat will be very relevant! #socpharm

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My first time in this chat; really looking forward to it! #socpharm

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@: great to see you too! Really looking forward to the FB topic tonight. #socpharm

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@ Welcome! Were you surprised to see a number of FB pages taken down? #socpharm

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I’ve still got vacation brain — I forgot hashtag on my first question! #socpharm

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T1: FB pharma pages enabled 4 comments (exception of brand pages). C @‘s “death watch” http://ow.ly/660Mt. Surprising? #socpharm

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hello all #socpharm

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RT @: : T1: FB pharma pages enabled 4 comments (exception of brand pages). C @‘s “death watch” http://ow.ly/660Mt. Surprising? #socpharm

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T1 I thought a lot of pages would come down. Mostly corp pages stayed.. Only about 6 disease focused/pharma sites remain #socpharm

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@: Not surprised. Many pharma cos. just aren’t sure how to proceed without FDA guidance, so they played it safe. #socpharm

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@: Welcome Tony! AZ chose to take down disease focused FB page but keep corp presence. Can you share why? #socpharm

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Q1: Did Expect this to happen, but must say I was still surprised how many pharma pages have come down. #socpharm

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Other pharma companies did same thing: kept corp comm/recruitment pages but decided to close disease focused FB pages. #socpharm

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The teams determined FB and Twitter weren’t most effective/efficient way to communicate; FB changes played just a part #socpharm

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RT @: : The teams determined FB and Twitter weren’t most effective/efficient way to communicate; FB changes played just a part #socpharm

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Also the case that many of the pharma pages were/are overly cautious to begin with. Infrequent posts. Not looking for engagement. #socpharm

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The corp page stays, though what can be discussed posted will be closely watched to ensure it is appropriate/compliant #socpharm

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joining late and catching up on tweets #socpharm #socpharm

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RT @: : The teams determined FB and Twitter weren’t most effective/efficient way to communicate; FB changes played just a part #socpharm

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@: Per your blog post, AZ felt FB was important for the co to keep lines of communication open: http://ow.ly/660ZU #socpharm

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Me too RT @: : joining late and catching up on tweets #socpharm #socpharm

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@: great point. #socpharm

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@: then I’m in good company! #socpharm

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@: AZ Corp started with FB comments open, right? Did the commenting policy/terms of use change at all? #socpharm

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I did too. Any successful exceptions to the rule? RT @: : Q1 Expected it but many pharma pages have come down. #socpharm

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RT @: : @: Per your blog post, AZ felt FB was important for the co to keep lines of communication open: http://ow.ly/660ZU #socpharm

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. @: true, tho twitter is more effective in that regard and easier to personalize (go between AZUS & personal accounts) #socpharm

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comments were not previously open on FB; we also clarified our commenting policy on FB and blog #socpharm

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@ As always, all tweets will be considered your own personal views not that of your company. #socpharm

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T2: @ asked Does Pharma Really Have Anything to Offer on Social Media? Let’s talk specifically FB #socpharm

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RT @: : comments were not previously open on FB; we also clarified our commenting policy on FB and blog #socpharm

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RT @: : T2: @ asked Does Pharma Really Have Anything to Offer on Social Media? Let’s talk specifically FB #socpharm

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Wondering how you all handle situations where you want to send private 1:1 message in FB? Doesn’t work like corporate DM tweet. #socpharm

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Pfizer corporate FB page has made good use of xparency around comments RT Q1 @: successful exceptions to the rule? #socpharm

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@: Thanks for clarifying, I had that wrong! #socpharm

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@: The exception is pages that are JUST focused on & named after px drug, example: http://t.co/DhZyR55 #socpharm

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A2 Pharma could offer real time info on latest drug news. Or not? RT @: xparency around comments @: #socpharm

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T2: for me the answer is yes. participation w/o pharma is not whole story- they have valuable info to share. the ? is CAN they? #socpharm

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@ Yes, Pfizer has a page that very explicitly details why a comment might be deleted: http://t.co/WExDUsF #socpharm

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Hi all – Frieda Hernandez here from Siren Interactive on #SocPharm. Just lurking tonight but enjoying the convo.

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T2: @ Agree with your blog: http://ow.ly/661kL.. It’s important that pharma participate appropriately. #socpharm

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@: @: I agree there have been a few corporate fb pages that have done well in this area & are still around. #socpharm

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thx @: . @‘s original post is good food for thought. would like more of this convo. #socpharm

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@: don’t know how brand pages will survive open comments in today’s environ. makes the case for more unbranded info #socpharm

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I think it was @ who noted that FB is an excellent place for pharma companies to rehab their reputation #socpharm

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RT @: : #raredisease it’s essential that pharma participate, few r paying attention to #rarediseases #socpharm

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Agree. Better put than my tweet. What level of participation is permitted RT @: : T2: CAN they? #socpharm

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Good application RT @: : @ noted that FB is an excellent place for pharma companies to rehab their reputation #socpharm

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@: @: I’d argue that regular monitoring & moderation will go a long way to help! #socpharm

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@: @: Fancy meeting u two in this chat ;-) #socpharm

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T2 for me, it’s about the tone of participation as much as the level. if every convo is strangled by legal/reg lang, what value? #socpharm

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@ For brand that simply wanted another way 2 get out coupons (perhaps cosmetic brand) FB page around that might work. #socpharm

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@: agree Bryon, moderation helps. overcoming fear and defining resource allocation is a must to be effective there. #socpharm

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@: Welcome! #socpharm

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Gott run… thanks for the great conversation #socpharm tweeps!

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Do pts identify w/ drugs they take like they might the clinic / hospital that helped them? What would a drug community look like? #socpharm

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@: when I say unbranded, I mean disease-state focused social pages. it’s where the convo needs to go to add value #socpharm

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@: Right on! We find that moderation helps ease some of clients’ fears. They know *every* comment will be reviewed. #socpharm

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however, it can be resource-intensive for orgs to have disease-state convos-often same internal regs as branded convos #socpharm

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Good point RT @: : If every convo is strangled by legal/reg lang, what value? #socpharm

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@ Right, ideally these FB pages will be moderated (by companies such as yours!) & turn into real communities. #socpharm

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@: @ At least it gives the community a chance of actually being a community (that talks) :) #socpharm

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RT @: : #socpharm T2 4 me, it’s abt the tone of participation as much as the level. if every conv… (cont) http://t.co/kIqNMHz

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I was impressed to see 21 substantive comments already on http://t.co/aNUMJ9a #socpharm

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Agreed RT @: : @: @: I’d argue that regular monitoring & moderation will go a long way 2 help! #socpharm

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There are some conversations we just can’t have through certain channels. People seem to understand when we explain #socpharm

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True RT @: : There are some conversations we just can’t have through certain channels. People understand when we explain #socpharm

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Nice disease awareness! RT @: : I was impressed to see 21 substantive comments already on http://t.co/E7wzAfJ #socpharm

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Do you all agree with @‘s take that risk of AE comments is largely overblown? #socpharm

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It was smart of Sanofi Pasteur 2 parter w/Trust Agent, March of Dimes, around FB page: http://t.co/4n4RqJM #socpharm

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RT @: : @: @ At least it gives the community a chance of actually being a community (that talks) :) #socpharm

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authentic engagement wins RT @: : There are some convos we can’t have thru some channels. Ppl understand when we explain #socpharm

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AEs aren’t worrisome. We know what to do with AEs, whether they are shared verbally, SM, in crayon or whatever #socpharm

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@ Yes, based on the research including recent report that @ did, shows very small percentage of AEs. #socpharm

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wht a concept! RT @: : @: @ At least it gives the community a chance of being a comm (that talks) :) #socpharm

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RT @: : @ Yes, based on the research including rpt that @ did, shows very small percentage of AEs. #socpharm

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Yes & supported by studies RT @: : Do U all agree w/ @‘s take that risk of AE comments is largely overblown? #socpharm

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the #socpharm tweetchat is on fire. if you’re not already there, well what are you waiting for?!

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I’d imagine it provides some comfort to consumers to know others experience, handle similar AEs. RT @: #socpharm

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we actually seek AEs on twitter thru the @ acct and tell them where to report them #socpharm

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@: In crayon … hehe :) #socpharm

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Amen! RT @: : AEs arnt worrisome. We know wht 2 do w/ AEs, whether they R shared verbally, SM, in crayon or whatever #socpharm

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Neat RT @: : we actually seek AEs on twitter thru the @ acct and tell them where to report them #socpharm

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@: @: A couple of others have told they’ve seen similarly low percentage of AEs. #socpharm

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Gr8 example of use of SM RT @: : we actually seek AEs on twitter thru the @ acct and tell them where to report them #socpharm

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RT @: : we actually seek AEs on twitter thru the @ acct and tell them where to report them #socpharm #epharma

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So do we think pharma has unique value to add on FB? #socpharm

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threat of a swell of AEs is still the bogeyman of social media/community engagement. like the bogeyman, not founded in truth/data #socpharm

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it was @: and team that came up with @ #socpharm

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someone else has to answer. I’m a broken record on this! RT @: : So do we think pharma has unique value to add on FB? #socpharm

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probably we are able to broaden the conversation RT @: : So do we think pharma has unique value to add on FB? #socpharm

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I think FB (right now) is so imp pharma has to utilize. Gr8 place for recruitment/corp reputation & right for some brands/disease #socpharm

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I think FB might aggregate / archive news clips, questions, updates in one place in ways that Twitter doesn’t. RT @: : #socpharm

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RT @: : threat of a swell of AEs is still the bogeyman of social media/community engagement. Not founded in truth/data #socpharm

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@ LOL! If pharma doesn’t participate we also leave vacuum for non-regulated, non FDA approved snake oil salesmen. #socpharm

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I’m interested to see how phrma embraces engagement on Google+ when/if (WHEN) the time comes. strategic use of circles solve a lot #socpharm

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And people expect a degree of real time response from FB that websites don’t often provide. So yes to pharma & social networks #socpharm

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Google+ is intriguing. The targeting and quality of conversations is enticing (judging by my personal acct) #socpharm @:

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internal pharma comms policies need to catch up w/community engagement expectations.big lift w/o guidance but doable @: #socpharm

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@: I’m embarrassed to admit that despite trying I can’t get into it! Anyone else? #socpharm

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and media is embracing Google+ early. well over 125 journos already, even in Beta. @ #socpharm

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Hopefully those who left FB will try again, with revised policies. RT @: : internal policies need revision #socpharm

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Thanks everyone for another lively #socpharm chat! I’ll let you know when I post the transcript. See you next week. #socpharm

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@ @ I’ve been playing around w/ Google+. Ready to see what happens when brand pages come later this year! #socpharm

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@ Good to be part of this. Thanks for leading! #socpharm

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another great chat as ever @ great talking #socpharm with everyone!

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TY @ @ @ @ @ @ and 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
Siren Interactive
  • Siren Interactive
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