A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
SirenWired
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

#SocPharm Tweetchat Transcript 8/25/10

Posted by | 9:38pm on Wednesday, August 25, 2010

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

:
Trying something new tonight – running #socpharm with beer in hand from @ event at @. Raising $ for gr8 cause

:
I’m Eileen, work for Siren Interactive (relationship marketing for #raredisease therapies) & love things interactive! #socpharm

:
Mark, working in the domain btw adult learning, physician education, and communications to drive outcomes #socpharm

:
I’m Joshua. I’m a communications consultant for a pharma development company outside of Philly and a MS candidate at Temple. #socpharm

:
Disclaimer: We’ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them).

:
@ @ Welcome Joshua & Mark! #socpharm

:
@ that’s great Eileen! #socpharm

:
T1: Consumer Reports survey: ppl worried abt pharma influence on drs http://bit.ly/9sdUmcWarranted? More restrictions 2 come? #socpharm

:
People still trust their docs as number one so I am not sure about the methodology here #socpharm

:
I’m Michael Spitz, Senior Digital Strategist with Ignite Health #socpharm

:
I think in medical device area it is a lot worse where some docs get payments on med devices they recommend #socpharm

:
The more consumers know that better the control. Restrictions do not work as well as consumers who are educated #socpharm

:
Also have to consider anti establishment movement in country people are angry #socpharm

:
Agree with @, report itself has holes; besides, DDMAC operates according to the internal political climate in Washington #socpharm

:
Agreed @. All the more reason why pharma should make more effort to engage and educate customers directly. #socpharm

:
I believe that there is trend to sometimes jump to conclusions about “finding” when we really need to ask “how and why” #socpharm

:
I thought it was interesting that 72% didn’t like drug cos paying docs for testimonials. But then how else do you get doc stories? #socpharm

:
DTC communications will become increasingly more restrictive, regardless of consumer feedback #socpharm

:
@ Unfortunately, I think we are headed this way. But the more info accessible to consumers the better I think. #socpharm

:
Patients need to be educated about how physicians are paid for testimonial content, and the rationale for doing it #socpharm

:
Physicians should not be reactive to patients questions and issues. Lead this issue #socpharm

:
@ Right, more transparency about what & why we do it. #socpharm

:
RT @: Patients need to be educated about how physicians are paid for testimonial content, and the rationale for doing it #socpharm

:
More transparency is needed but docs have the right to be compensated for their time #socpharm

:
Do we really think consumers understand the complete issue regarding doc payments. They are headline readers #socpharm

:
Negative opinions about pharma in general foster whiplash reactions to any form of healthcare marketing, especially if HCPs paid #socpharm

:
More transparency on many things. RT @: @ Right, more transparency about what & why we do it. #socpharm

:
@ True, if it can’t fit in a sound bite… #socpharm

:
@ No I dont believe they do there is a lot of anger with consumers these days #socpharm

:
@ bingo #socpharm

:
The big pharma companies who are putting physician payments on their websites are starting the transparency. #socpharm

:
That same level of transparency should extend to all expressions of healthcare marketing, including and especially brand claims #socpharm

:
@ But do we really believe patients are going to check pharma websites to see if their docs are listed ? #socpharm

:
anger has a powerful affect on learning. leverage that to improve understand, knowledge and behavior #socpharm

:
Consumer education is responsibility of pharma & healthcare marketers; HealthCentral study reveals 30% of consumers eager to learn #socpharm

:
Until I started working in pharma I didn’t know anything about fair balance & I’m educated consumer (worked in hospital marketing) #socpharm

:
@ And pharma is not doing that on their own. It is the sunshine act That like believing seat belts were put in by auto #socpharm

:
T1 You can trust your doc and still be concerned about pharma influencing Rx behavior. Transparency is always best medicine #socpharm

:
Consumers need to know the astonishing investment pharma makes in research, development, and regulatory compliance #socpharm

:
@ #socpharm means?? Sorry if am bit stupid!

:
Pharma has a bad rep, but what about fast food chains, ultimately fueling the diabetes and chronic illness pipeline? #socpharm

:
@ Does it matter if their doc is listed? Just noting that pharma is moving to more transparency. #socpharm

:
@ People are checking websites to check their MDs performance ratings so why not pharma $$$? #socpharm

:
@ Absolutely agree. #socpharm

:
@ Good point fast food is killing Americans and adding to healthcare costs #socpharm

:
@ that is a straw dog of an argument iinvestment yields income. Pharma demonstrates they value outcomes not sales #socpharm

:
Fast food spends billions on advertising virtually devoid of regulation; consumers need to discriminate good molecules from bad! #socpharm

:
RT @: Pharma has a bad rep, but what about fast food chains, ultimately fueling the diabetes and chronic illness pipeline? #socpharm

:
Late comedian and talk-show host Johnny Carson labeled the hamburger the “McClog the Artery #socpharm

:
Agreed! RT @: Consumers need 2 know the astonishing investment pharma makes in R&D & regulatory compliance #socpharm

:
RT @: Pharma has a bad rep, but what about fast food chains, ultimately fueling the diabetes and chronic illness pipeline? #socpharm

:
RT @: Fast food spends billions on advertising virtually devoid of regulation; consumers need to discriminate good molecules from bad! #socpharm

:
Transparency regarding HCP payments is a great start for pharma; amount spent on R&D, safety. and compliance should also be shared #socpharm

:
the question is: will consumers be able to put physician payments into perspective? #socpharm

:
@ They will if they investigate it but I dont believe that a lot of consumers care #socpharm

:
why does fast food thrive cheap easy available food. edu consumer about food but make good food easy. Cheap food is socioeconomic #socpharm

:
@ People don’t connect the dots because don’t want to re: fast food fueling chronic illness pipeline #socpharm

:
RT @: Transparency regarding HCP payments is a great start for pharma; amount spent on R&D, safety. and compliance should also be shared #socpharm

:
RT @: anger has a powerful affect on learning. leverage that to improve understand, knowledge and behavior #socpharm

:
Pharma has bought into its own undeserved bad reputation, a sentiment that percolates into many of its stymied marketing efforts #socpharm

:
The average PCP does not receive payment from pharma #socpharm

:
Well article in NY Times last week talked about pharmacists and role with diabetes patients #socpharm

:
RT @: Well article in NY Times last week talked about pharmacists and role with diabetes patients #socpharm

:
Re-education for sound healthcare marketing must begin within pharma itself, changing attitudes of emarketers & corporate leaders #socpharm

:
RT @: why does fast food thrive cheap easy available food. edu consumer about food but make good food easy. Cheap food is socioeconomic #socpharm

:
topic 2: Changing role of pharmacist http://nyti.ms/csue9I What does it mean for pharma? Engaged w/pharmacists in brand campaign? #socpharm

:
$5k for speaking engagement is very diff than $50K for clinical work. Both legit, one looks really bad by comparison tho #socpharm

:
RT @ U can trust your doc & still be concerned about #pharma influencing Rx behavior.Transparency always best medicine #socpharm

:
RT @: Agreed! RT @: Consumers need 2 know the astonishing investment pharma makes in R&D & regulatory compliance #socpharm

:
In Health Shift, More Patients Get Pharmacist?s Appointment – NYTimes.com #socpharm” target=”_blank”>http://t.co/02dou6C#socpharm

:
RT @ Changing role-pharmacist http://nyti.ms/csue9I What does mean 4 #pharma? Engaged w/pharmacists in brand campaign? #socpharm

:
There is no reason why pharmacist cannot take more active role in patient healthcare however docs dont like it #socpharm

:
agree about r&d spend, but Pharma has been telling that story for decades….eyes gloss over at this point i’m afraid. #socpharm

:
Two fold: Seriously addressing the ever-evolving role of generics, and rekindling the pharmacist / pharma touchpoint #socpharm

:
RT @: There is no reason why pharmacist cannot take more active role in patient healthcare however docs dont like it #socpharm

:
David Pope, a pharmacist at Barney?s. ?We are going to partner with you to improve your health as well.? #socpharm

:
Topic 2: It means that pharma marketing now has to consider pharmacists as a more important constituency and budget accordingly. #socpharm

:
Pharma marketing to pharmacist channel has been complex and elusive; new roles require new healthcare communication approaches #socpharm

:
pharmacists have diff time selling their value to brand companies….its all about switching to lesser expensive drugs #socpharm

:
RT @: Pharma marketing to pharmacist channel has been complex and elusive; new roles require new healthcare communication approaches #socpharm

:
If you want to witness pharmacist interaction with patients go to Florida and watch where retirees live #socpharm

:
Often line to meet with pharmacist and people ask lots of q’s #socpharm

:
New technologies — especially digital ones — can help facilitate and stimulate pharma to pharmacist communications channels #socpharm

:
On a related matter, Rand came out with a report on retail pharmacy clinics last week that included criticisms from the AAP. #socpharm

:
RT @: In Health Shift, More Patients Get Pharmacist?s Appointment – NYTimes.comhttp://t.co/02dou6C #socpharm

:
rich: agree florida is a great place to study cuz of retirees and concern over costs. #socpharm

:
One way to reduce health costs is clinic within pharmacy with nurse but AMA is fighting #socpharm

:
My PCP and my pharmacy is local. All HC is local Think in terms of small dedicated prgms with small networks of patients and PCP #socpharm

:
Generic issue is enormous with pharmacists; as brands go off patent, pharma has little to no interest to pursue consumer education #socpharm

:
Have you see this convo? pharmacies role in patient ed from epatient connections #socpharm” target=”_blank”>http://bit.ly/9dguix#socpharm

:
T2: Emails I’ve seen sent to pharmacists about drugs have excellent open & CTR. Anyone else? #socpharm

:
RT @: Fast food spends billions on advertising virtually devoid of regulation; consumers need to discriminate good molecules from bad! #socpharm

:
but remember the aarp bus caravans to mexico and canada to buy cheap drugs? its all about costs for older americans #socpharm

:
RT @: Pharma has a bad rep, but what about fast food chains, ultimately fueling the diabetes and chronic illness pipeline? #socpharm

:
Actually at AHIP new info from CVS about change in pharmacists’ role to consultant and promoting med adherence #socpharm

:
@ People dont need fast food to have a better life they need drugs #socpharm

:
Wouldnt it be nice if some drugs could be given behind the counter by pharmacist instead of doc ? #socpharm

:
RT @: RT @: Pharma has a bad rep, but what about fast food chains…but gov’t doesnt buy fast food vs drug #socpharm

:
Losing patent doesn’t mean creator of molecule should throw in the towel; opportunities abound for sustaining viable communication #socpharm

:
.@blogbrevity seems to be an emerging trend in pharmacy #socpharm

:
The rise in the fast food industry has been linked to rising cases of obesity #socpharm

:
Hadn’t seen it, always adding value Kathy! RT @: Pharmacies role in patient ed:http://bit.ly/9dguix #socpharm

:
Multichannel marketing programs inclusive of pharmacists often originate from hospital groups or payers, not from big pharma #socpharm

:
@ What they need is for those molecules to be made less expensive and more available. #socpharm

:
It’s easy to place blame in this environment but what about personal responibility as well #socpharm

:
viable communications options and programs go away cuz budgets are cut when patent goes #socpharm

:
Pharma needs to take pharmacists more seriously, understand that key decisions are made at this “second point of care” #socpharm

:
RT @: Pharma needs to take pharmacists more seriously, understand key decisions r made at this “second point of care” #socpharm

:
RT @: Pharma needs 2 take pharmacists more seriously, understand key decisions made at this “second point of care” #socpharm

:
@ Maybe that is true but remember more and more people are not filling or picking up Rx’s #socpharm

:
It is clear to me that patients value advice from pharmacists as a trusted resource #socpharm

:
@ Funny because my pharmacists seems almost as busy as my doc! And has never tried to engage me #socpharm

:
RT @: Pharma needs to take pharmacists more seriously, understand that key decisions are made at this “second point of care” #socpharm

:
ok then, but its on the pharmacists to demonstrate their value in $ and cents, mkt share, compliance etc… #socpharm

:
RT @ Yes! Have a post in the works about it. :-) #socpharm

:
Pharma reaching out to pharmacists is dependent on their digital touchpoints: Learning how, when, and why they access drug data #socpharm

:
I have been told 1st rule for chronic patients is to have an excellent pharmacist on their team #socpharm

:
T3 from @ since sm strength is direct access to consumers, how can big pharma use these tools w/o crossing line? #socpharm

:
In many other countries pharmacists are like doctors, even diagnosing and prescribing their own medications! #socpharm

:
I’ve seen some great evidence of pharmacists improving compliance. Its a huge push in pharma now to get patients to take all meds #socpharm

:
RT @: T3 from @ since sm strength is direct access to consumers, how can big pharma use these tools w/o crossing line? #socpharm

:
Pharma needs to connect to patients through third party organizations like advocacy groups (with help from communication experts) #socpharm

:
@ My experience similar with retail pharmacists but I notice they take time to advise my father when he has a question #socpharm

:
Advocacy organizations have credibility but no money or expertise; pharma has money but no credibility; agencies have expertise! #socpharm

:
RT @: Pharma needs to connect to patients through third party organizations like advocacy groups …AGREE!! #socpharm

:
Pharma will probably NEVER overcome the barriers of user generated fields and truly open social media communication #socpharm

:
T3: They can go farther than healthcare providers, since HIPAA isn’t a factor. But it will require marketers to change mindset #socpharm

:
@ Agree, at Siren we advocate partnering with an existing Trust Agent. Win win. #socpharm

:
What pharma CAN do is facilitate, fund, and encourage the development of true social media platforms through advocacy groups #socpharm

:
“trust agent”….way cool!!! #socpharm

:
Pharma has the most authoritative information about their molecules; advocacy groups have the trust of their constituency #socpharm

:
Hopefully guidance will come from FDA regarding what constitutes “proprietary content” for pharma, enabling broader partnerships #socpharm

:
@ You have to read the book “Trust Agent” by @ & @ Great concept (plus gr8 guys) #socpharm

:
ACP has done great work on diabetes and others in patient ed via pharma funding and partnering #socpharm

:
The boundary between unbranded and branded content, and the platforms supporting said content, must be crystal clear #socpharm

:
T3 Pharma SM efforts must add value for community or pointless. Advocacy groups have credibility, trust, connection. #socpharm

:
RT @: Agreed! RT @: Consumers need 2 know the astonishing investment pharma makes in R&D & regulatory compliance #socpharm

:
the challenge is most advocacy groups shy away from products, feeling more comfortable with disease mgmt and awareness. #socpharm

:
Partnership between JDRF, agency, & pharma/device sponsors created a true sm platform for type 1 diabetics: http://bit.ly/9jjPLi #socpharm

:
Value in education RT @: @ “I notice retail pharmacists take time 2 advise my father when he has a question #socpharm

:
@: true that groups shy from products, but sponsorship can be contextual and directly related to user needs #socpharm

:
In last few minutes of #socpharm does anyone have any topic ideas for next week? @@edsilverman will be guest moderator.

:
frankly i don’t think consumers care what pharma spends, “thats their problem”.R&D costs don’t make people feel better bout rx $ #socpharm

:
We must educate advocacy groups, pharma, and even healthcare communcation experts about partnering opportunities #socpharm

:
@: R&D spend, if well communicated, shows commitment, concern, and even sacrifice — espeically safety spend #socpharm

:
@: I think the mobile channel for healthcare communication is red hot now — viable topic for next week! #socpharm

:
@ Any particular question around mobile you’d like to ask? #socpharm

:
RT @: Hopefully guidance will come from FDA regarding what constitutes “proprietary content” for pharma, enabling broader partnerships #socpharm

:
Thanks so much everyone for participating in #socpharm tonight. Sorry I was distracted by being at the charity tweetup!

:
sadly its all trumpted by the image of profittering and gouging the public on price. #socpharm

:
@: Another potentially hot topic is medical school education gone digital — students pre-loaded with iPads, et al. #socpharm

:
@ Pharma needs to be more open about not only how much R&D costs, but how it works in general. #socpharm

:
@: Mobile question could revolve around GEOLOCATION opportunities, such as patients finding caregivers near them, etc. #socpharm

:
Geolocation for patients (finding caregivers, doctors, specialists, etc.) is exciting, but a potential privacy nightmare #socpharm

:
Pre-loaded med school iPads and devices mean next generation of physicians are “born to tweet” — big implications for marketers! #socpharm

:
Thanks @ for moderating another engaging evening of #socpharm. You didn’t seem distracted at all. Awesome multitasking.

:
Thanks to @ for hosting today’s #socpharm conversation [applause]

:
Thank you #EileenOBrien for hosting an excellent #socpharm tweet chat.

:
Thank you @ for hosting an excellent #socpharm tweet chat.

:
take care all…i need to go and order a book now!!! Thanks Eileen for the recommendation and for tonight! #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

Siren Interactive
  • Siren Interactive
  • Rare Disease Relationship Marketing Experts
  • 626 West Jackson Blvd, Suite 100
  • Chicago, IL 60661
  • 312.204.6700
  • 866.502.6714 (Toll Free)
  • www.sireninteractive.com