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 8/4/2010

Posted by | 4:45pm on Wednesday, August 4, 2010

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

:
We?ll assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them) richmeyer: Happy Wed everybody #socpharm

:
I’m Eileen & work for Siren Interactive, relationship marketing for #raredisorder therapies. I heart the Interwebs .#socpharm

:
T1 is from @: What Non-Marketing, Non-Regulated things can Pharma do right now? #socpharm

:
Mark Dimor putting adult learning and physician learning together to improve outcomes in HC #socpharm

:
@ @ Hello gentlemen! #socpharm

:
craig engesser advocacy specialist from pharma industry #socpharm

:
@ Hi Craig, so glad you could join us. #socpharm

:
Frieda Hernandez here and looking forward to another #socpharm discussion

:
thanks….my first tweetchat!….thanks eileen 4 getg me started! #socpharm

:
Hi, Travis Urban here, intern at a small biopharma company. I’m working on developing an SM strategy for our company! #socpharm

:
@ Welcome! #socpharm

:
RT @: This is quite a challenge for me! T1: What Non-Marketing, Non-Regulated things can Pharma do right now? #socpharm

:
@ You came to the right place! #socpharm

:
I’m Lexie @ Ketchum Digital. I love laser beams, smart doctors, & helping people be social & feel better. #SocPharm

:
depends on your objective i guess #socpharm

:
T1: Pharma can support/deepen relationship with nonprofit org who is a trust agent in their patient community. #socpharm

:
Interesting subject today..I talked in length to docs about these sites and they are very concerned about them #socpharm

:
@ If non-marketing…then def “listening” to assess sentiment #socpharm

:
Love your intro! RT @ I’m Lexie @ Ketchum Digital. I love laser beams, smart doctors, & helping people be social & feel better. #socpharm

:
gr8 point, but would hearing AEs be regulated? RT @: If non-marketing…then def “listening” to assess sentiment #socpharm

:
@ Hi, Rich…why are the docs concerned? #socpharm

:
relationship management is key right now…within transparency guides #socpharm

:
T1 if Pharma applies it resources to aiding both the org and the community with knowledge and expertise, not marketing #socpharm

:
@ I believe pharma has to try and deepen that relationship but what happens when they embrace off label ? #socpharm

:
@ Visits to docs are down and they believe too many people are self diagnosing plus off beat ideas #socpharm

:
@ I’m wondering if acting as a connector to helpful resources would apply. #socpharm

:
as long as org didnt embrace cuz of pharma. #socpharm

:
orgs can embrace off label on their own free will. #socpharm

:
@ depends on client comfort level. AEs from “catlady99″ hard to follow up on and doesn’t meet report criteria, IMHO #socpharm

:
Pharma has huge knowledge base and experience that it can use to aid orgs with patients. But Pharma needs to receive some benefit #socpharm

:
RT @: @ I’m wondering if acting as a connector to helpful resources would apply. #socpharm

:
@ True, it’s adding value, deepening relationship, improving corp reputation. V. subtle marketing :) #socpharm

:
client comfort is limiting factor….many are conservative now…afraid #socpharm

:
Had one client tell me that they could not sponsor .org site because too many people making bad suggestions #socpharm

:
RT @: #socpharm T1 makes me want to hide under a blanket of cozy MLR approval. Non-marketing = snooze. Non-regulated= fear. #socpharm

:
Reality check: most orgs just want $$$$$$ and that’s it. Very short sighted and selfish. Not looking to benefiting patients #socpharm

:
broad subject areas are generally safer….the more specific activity the less likely to gain support #socpharm

:
Regulatory and legal people are the biggest barriers to embracing marketing that I know #socpharm

:
@ LOL! I can find some marketing angle to almost anything. But I don’t think marketing = dirty word like some people. #socpharm

:
thats why “partnerships” vs transactional are important to develop #socpharm

:
@ @ a microsite / pamphlet that could direct to helpful online/ offline resources is a great T1 answer. #socpharm

:
T1 Here’s the thing: Social Media isn’t really a “Marketing” thing. Can it be? Yeah: but very few will figure it out. Very few. #socpharm

:
@ seems like the WIFM is an important part of the value equation on both sides #socpharm

:
partnerships are the future, transactional i.e money only are history #socpharm

:
T1 Those companies that do “Marketing” well on SoMe will be the ones who understand the non-Marketing propositions. #socpharm

:
@ Just had interesting convo w/ @ about companies looking 4 short term gains & not long term life cycle #socpharm

:
@ partnerships demand an ongoing give and take and adjusting of strategies and openness #socpharm

:
orgs and rx companies have much in common…both need to come to the table to succeed for longterm #socpharm

:
@ BTW, Also discussed he is a polymath, U will enjoy the interview when I post! #socpharm

:
@ @ But I still see a connector resource as a value-add to community & + PR/marketing for sponsoring pharmaco. #socpharm

:
i think orgs value co who bring more than $. rx has expertise, mkt data, etc #socpharm

:
But how to define success? Is it outcomes that are defined prior to beginning the work with a true POA #socpharm

:
@ What do you call what you do for a living? I consider myself an interactive marketer (but I’m old skool) #socpharm

:
Disagree RT @ #SocialMedia isn’t a #Marketing thing. Can it be? Yeah: but very few will figure it out. Very few. #socpharm

:
yes outcomes need to be identified at the start #socpharm

:
RT @: @ @ Still see a connector resource as value-add 2 community & +PR/marketing 4 sponsoring pharma co. #socpharm

:
They need to think more about what consumers want and need and less about ROI #socpharm

:
@ yes, but wouldn’t the connector resource be both marketing and regulated (MLR would be needed) #socpharm

:
The true barrier to success is that pharma has a bad image now and most orgs are reluctant to adopt a ‘partner’ in pharma #socpharm

:
T1 There are alternatives to Marketing. Think of some. What’s the opportunity cost of Marketing-Mind? #socpharm

:
@ Also part of my conversation w/ @ of looking at ROI, look at what you would have lost without it. #socpharm

:
T1: As I said this question is proving v. difficult for me to answer. Isn’t everything regulated in some way or another in pharma? #socpharm

:
@ If both parties understood what patients want to solve then ROI or ROE (edu) would occur #socpharm

:
@ ROR! Very important #socpharm

:
@ How are we defining marketing here? #socpharm

:
Take care of consumers and good business will follow #socpharm

:
eileen yes….in some form or another….its tough no doubt, but room exists #socpharm

:
isn’t fda now wrestling with this very issue too? #socpharm

:
Exactly, that is what I said! Were you eavesdropping? RT @: @ ROR! Very important #socpharm #socpharm

:
knowledge, research, learning is not regulated… offer expertise in achieving est goals. #socpharm

:
Pharma needs to think about ROC return on conversation #socpharm

:
Let’s be honest pharma has never embraced new media or changes in marketing #socpharm

:
Am Mktg Assoc def: Marketing is creating, communicating, delivering & exchanging offerings that have value for customers & society #socpharm

:
rx needs to get away from focus on more scripts as the sole objective #socpharm

:
#SocialMedia isn’t hard to integrate w/ marketing, @. Listen to customers. Meet them half way. #socpharm

:
@ Glad you asked. Marketing Goods versus Ideas, Information. Eg: Unbranded campaigns versus how trials are conducted. #socpharm

:
@ It’s more than conversation, it’s investing in relationships, ROR, the life cycle of the customer. #socpharm

:
@ The market leader would fund those types of activities-others would not. The key is the WIFM. Both sides need value. #socpharm

:
@ Good luck with that all pharma cares about are new Rx’s #socpharm

:
i don’t think the outside world distinguishes between these diff depts/tactics. thats an inside baseball thing #socpharm

:
@ agree pharma should look at mkt share of patients who will benefit from the brand, not category domination #socpharm

:
@ Agree – but that’s more listening than it is marketing at that point. Depends on motivation for listening. #socpharm

:
T1 So back to the topic. What are non-marketing alternatives? Why so little interest in shedding light on how industry works? #socpharm

:
rob: g8 comment. so it depends on company and product for engagement support for orgs #socpharm

:
Consumers dont want to be marketed to anymore #socpharm while DTC marketers continue down old paths

:
consider the fundamentals of learning, it must be social and have affect. if you do that you will drive change etc. #socpharm

:
T2 And here’s why I asked this: Trust in the industry is atrocious. Marketing won’t turn that around. Ego: What can? #socpharm

:
Wow jaded much? I agree w/ @ that it’s about a patient journey. RT @ All #pharma cares about are new Rx’s #socpharm

:
RT @ Consumers don’t want to be marketed to anymore #socpharm while DTC marketers continue down old paths #socpharm

:
@ LOL #socpharm

:
@ It’s reality #pharma #socpharm

:
@ Make the results of clinical trials available? No more GSK covers #socpharm

:
but trust has always been in dumps….thats not new….a true partnership will see orgs stand up for their involvement with rx. #socpharm

:
@ you turn it around w/solving problems that improve outcomes and HC #socpharm

:
@ I beg to differ: Trust was *not* always in the dumps. There was a time decades ago when Pharma had trust. #socpharm

:
RT @: @ you turn it around w/solving problems that improve outcomes and HC #socpharm

:
@ good point as said before orgs need to walk the walk for outcomes and HC not just handouts #socpharm

:
@ Agree! Same end goal of both parties-better patient outcomes. Some won’t agree but most Rx people work for good IMHO #socpharm

:
ok….i’ve been in pharma since 1983….during that time trust has been an issue. #socpharm

:
Pharma cant even use personalized web services like others are doing #socpharm

:
Trust has to be earned through consistency of actions #socpharm

:
@ 1983 was about 15-20 years too late. The industry was once lead by scientists. #socpharm

:
i’m always late to the party!! LOL #socpharm

:
@ and transparency of results. #socpharm

:
@ and ads featured doctors that smoked #socpharm

:
Reality is what you make it, @. Big #pharma knows that great products & good support both help ppl & lead to $. #socpharm

:
@ Transparency not in pharma dictionary #socpharm

:
kinda amazing to think about that!!!! #socpharm

:
@ Of course: that was the general culture then. But the industry was trusted far better then than now. #socpharm

:
@ It changed when Mevacor was launched and Merck realized it could drive mkts w/PR and education and selling the image #socpharm

:
RT @: Reality is what you make it, @. Big #pharma knows that great products & good support both help ppl & lead to $. #socpharm

:
@ Big pharma believes that products need to be sold #pharma #socpharm

:
Roy Vagilos at Merck was the last physician CEO he knew that patient care was job one #socpharm

:
products do need to be sold. so much competition today…inside for mktg dollars and external from competitors #socpharm

:
Say what you want about why Pharma’s trust is low. Fact is: hundreds of thousands of ethical caring people work in the industry. #socpharm

:
In what industry do products NOT need to be sold? RT @ @ Big #pharma believes that products need to be sold #socpharm

:
@ but selling today is not driving share volume it is problem centric mkt I am trying to find a brand manger to listen #socpharm

:
companies are annually, if not more frequently, analyzing ROI that lack of success or liklihood of sucess will alter priorities #socpharm

:
RT @: Say what you want about why Pharma’s trust is low. Fact is: hundreds of thousands of ethical caring people work in the industry. #socpharm

:
YES @> RT @ Fact is: hundreds of thousands of ethical, caring people work in the industry. #socpharm

:
@ It is not about people it is about corporate goals Pharma is bright but hidebound due to reality #socpharm

:
brand teams compete w each other for ever lower resources….you have to sell them that what you do is better than somthing else #socpharm

:
@ Yes and I am one of them but they are not willing to fight for patients for fear of losing their jobs #socpharm

:
That last tweet? There’s your non-Marketing example of what can be done with social media. HUGE PR opportunity. Shine the light. #socpharm

:
but just saying you are helping patients isn;t enough…all products do that to varying degrees. #socpharm

:
T3: Interview w/@peterfriendman shows how pharma can work w/communities http://bit.ly/aZxL6CThoughts? Is rt moderation essential? #socpharm

:
Most of issues with pharma have come because sales people were trying to make quotas not help patients #socpharm

:
@ and resources are awarded on life cycle and POA and ROI #socpharm

:
RT @: T3: Interview w/@peterfriendman shows how pharma can work w/communitieshttp://bit.ly/aZxL6C Thoughts? #socpharm

:
RT @: Say what you want about why Pharma’s trust is low. Fact is: hundreds of thousands of ethical caring people work in the industry. #socpharm

:
@ I think marketers are there question is where are legal and regulatory ? #socpharm

:
@ excuse me? how is pharma bizarre or any more money-focused than any other industry? business is business! #socpharm

:
RT @: T3: Interview w/@peterfriendman shows how pharma can work w/communitieshttp://bit.ly/aZxL6C #socpharm

:
didnt see the interview. some patient communities are far more open to partnerships than others….transplant, hemophilia, vaccine #socpharm

:
RT @ @ looks like someone’s using #pharma bashing as a scapegoaty way to work through his own creative shortcomings #yawn #socpharm

:
@ yeah. the potential for good in #pharma *IS* so high. obv not everything can hit that high mark but a lot does! #socpharm

:
my question is pharma creating communities or are the communities thriving. #socpharm

:
RT @: @ Trust is capital, capital is trust. Moving dial from 13% to 50% would be strategic payload. #socpharm

:
not objecting 2 moving the dial. We r using old strategies in new tech to drive the dial. CME, adult learning etc can move it #socpharm

:
i think unmoderated socal media sites scare rx to death….too much room for mistakes, et al…. #socpharm

:
@ Comm are thriving consumers have moved on without pharma #socpharm

:
@ The two pharma supported communities PKU.com & ChildrenW/Diabetes.com are doing very well. #socpharm

:
the good thing is indeed consumers are hungry for info and support no doubt. potential litigation is problem…tort reform? #socpharm

:
@ but SM sites are places to learn problems and offer solutions to other parts of the mkt. #socpharm

:
@ Not so much mistakes, but liability. Collective wisdom of the herd is not always accurate, best medicine. #socpharm

:
@ one way around regulatory issues is focusing on emotional support for the challenges of a condition. #socpharm

:
sadly. anyone with a keyboard can create a site and post…..that hurts the legit sites….. #socpharm

:
@ I would like to know why, what is happening there w/players etc to make a difference. Great white paper #socpharm

:
RT @: Final quick question from @: Have you used @ for any internal corporate #sm community? What abt Yammer? #socpharm

:
@ but you are not trusting the mkt patients to know bs from good. I think the future is your PCP becoming a mini webMD #socpharm

:
@ For PKU it was that there was a clear need/gap to be filled so they added value & involved community in creation. #socpharm

:
@ Thanks! just for additional clarity to my #socpharm question — @ is great but lacks the social richness of @

:
@ For ChildrenWithDiabetes.com the community was started by caregiver & then pharma took over support. #socpharm

:
most patients can’t determine good from poor to bad scientific medical infor. #socpharm

:
in pIII trials we should be looking at knowledge translation to understand edu needs for patients and MDs but few are doing that #socpharm

:
@ Have only used Ning with SocialPharma community & found it user friendly. #socpharm

:
@ DM me for more info #socpharm

:
eileen: great questions tonight!! Thanks. #socpharm

:
@ I agree most cant but the community does, power is in the social in media and the viral nature of bs #socpharm

:
Time flew tonight. Thanks everyone for participating in fascinating conversation. Please tweet me any ideas/topics for next week. #socpharm

:
do i really have to wait a week? lol #socpharm

:
Thank you @ for organizing/moderating! Good night all, thx for the convo! #socpharm

:
thank you all #socpharm

:
@ You can continue to watch the #socpharm channel, tweeps post excellent info here 24/7 :)

:
Thank you @ for a great covo. Love the spectrum of opinions, experiences, insights. Cheers everyone! #socpharm

:
@ Thanks for a question that sparked a great exchange of ideas. Let me know if you have any more! #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