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#SocPharm Tweetchat Transcript 9/1/2010

Posted by | 4:48pm on Wednesday, September 1, 2010

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Hi folks and welcome to the marketing & social media pharma chat #socpharm Please start w/intros & why u are interested in this.

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I’m the guest host tonight, but would happily welcome topics to discuss. Oh yeah, Eileen says hi #socpharm

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Thanks to @ for guest moderating tonight while I’m on a boat party! #socpharm

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Mark applying adult learning theory 2 physician education, patients search 4 answers, & communications to improve HC and outcomes #socpharm

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hi mark….nice to see you here #socpharm anyone notice that online pharma & health spending is growing slowly? http://bit.ly/9ZgcXW

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I’m on the boat with @. Will be checking in occassionally! #socpharm

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Hi, Tina Chiodo, clinical research consultant interested in learning strategies and how to apply to clinical trial recruitment #socpharm

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I have noticed that. I think it is clear from the ACCME data online is where physicians are turning for edu. #socpharm

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@ interactive spend is such a small percentage of spend compared to time spent online by consumers. #socpharm

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Hi, Ed, Interested in encouraging people to volunteer-hard, given incr lack of trust in Pharma. Thx. Dr Judy Stone #socpharm

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i would imagine consumers are spending more time online for info than docs, though… am i wrong? #socpharm

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hi judy…nice to see you…. volunteer for what? clinical trials? #socpharm here’s something about motivation = http://bit.ly/9HIB7o

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online should be part of a well managed strategic plan and marketing mix. It strikes me some of it just random #socpharm

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Hi, just joining – Jillian @ Integrated Media Solutions, we handle DR pharma campaigns #socpharm

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@ actually new study shows that docs are online a lot for prof reasons: http://bit.ly/9JsZWJ #socpharm

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MDs spend a ton o time online. Look at the data but unlike consumers they are focused on sites they trust and know. #socpharm

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when physicians go online to find answers to problems they go to trusted friends or sites. and learning is staged #socpharm

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@ How do consumers know which sites to trust? #socpharm

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in a few years this question will be irrelevant. Its like asking if MD’s watch tv or listen to the radio, uhhh we all do #socpharm

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Manhattan Research had some great slides on the role of the internet for patients & docs http://bit.ly/c0md4Y #socpharm

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hey eileen – r u referring to this survey? http://bit.ly/9JCNqo #socpharm

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@ Yes, clin trials. Thx. Guess I’m a day late. Your column is my eve read! #socpharm It would also scare me away from trials

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@ that is the question. like other adult learners seek solutions to problems and go where they trust and who they trust #socpharm

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@ cool link. what’s T1? just organic convo flow re: MDs online? #socpharm

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@ i don’t presume to know the answer… anecdotally, i think most people are skeptical #socpharm

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@ yes! @‘s taking the pulse study has fantastic segmented data by specialty, age, #UX archetype etc #socpharm

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RT @ Manhattan Research had some great slides on the role of the internet for patients & docs http://bit.ly/c0md4Y -thx #socpharm

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so far, yeah…T1 is just sort of evolving…but hey, i’m new to hosting tweetchats and open to all sorts of suggestions #socpharm

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@ Suspect they start with WebMD & Mayo. Would like to encourage use of UptoDate & Medpedia-excellent resources #socpharm

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Yup! RT @: hey eileen – r u referring to this survey? http://bit.ly/9JCNqo #socpharm

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twitter is acting up #socpharm

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@ skeptical of pharma? I agree but pharma is not a place for general HC knowledge it is for Tx knowledge #socpharm

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rt@jilliantate those slides are interesting, but how consumers determine which sites to trust is an open question, i suppose #socpharm

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@ do you know if government sites (NIH, etc.) are perceived as more reliable and valuable? #socpharm

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@ Totally agree – how do consumers find objective research & info in a subjective internet #socpharm

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@ i think the first order of business is to help consumers learn to critically appraise data and knowledge #socpharm

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@ my sister is NP & loves Up To Date but only has access because subscription is paid for her. #socpharm

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@ Worse, how do consumers avoid false & misleading information from non-doctors? #socpharm

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@ yes I do know. What is of issue is does a HS educated single mother of 3 w/ lung know to go there and what to do? #socpharm

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@ i don’t have data or special insights, but i would imagine many do think gov’t data is reliable #socpharm won’t mention t party

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@ what bothers me a/b the Pharma digi spend studies: no breakdown of what is being spent on what “media” is too vague IMO #socpharm

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Should it be the pharma companies responsibility to make sure they have an SEO optimized site for all products? #socpharm

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All HC is local, leave national planning to Dr. Pepper Think in terms of one practice one community one patient not a nation.#socpharm

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@ UpToDate has free patient info #socpharm

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hi jaeselle – that’s a good point….i have to hunt to find such data… #socpharm

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@ – good question and so what do you think? should pharma be responsible for SEO optimized sites for all products? #socpharm

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@ Not just for traffic though…but so the public can find an “official” source of info for pharma products #socpharm

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I think pharma has the opportunity to create amazing hc strategies to improve outcomes but they are focused on brand/disease #socpharm

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RT @: All HC is local … Think in terms of one practice one community one patient not a nation.#socpharm #socpharm

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@ @ is right. in 2009 both #forrester & @ had GREAT breakouts of verticals by #media cc: @ #socpharm

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@ how can consumers critically appraise info–it is near impossible for most docs! #socpharm

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@ improved outcomes has been a missed opportunity for quite some time, it would seem #socpharm

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@ then absolutely it’s pharma co’s job. esp where accurate data finding is concerned. but in a way that’s traffic too #socpharm

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if pharma applied knowledge translation to phase III trials to learn the needs both MDs and patients had and used it strategically #socpharm

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@ wouldnt that be more suited for phase 4 trials? #socpharm

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@ outcomes of brand x vs. placebo is one thing outcomes of improved patient behavior is another #socpharm

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so how does pharma convince the public to trust its info? #socpharm

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@ it is not post marketing learning. look at clinicaltrials.gov and search knowledge translation amazing! #socpharm

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@ pharma gets public to trust its info by making info credible. I’ve done it by including other product info in unbranded #socpharm

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TWEET! #imonaboat:-> Thanks to @ for guest moderating tonight while I’m on a boat party! #socpharm http://ow.ly/18PhN7

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@ pharma should not do info, do knowledge its different. help consumers solve problems by knowing what they want to learn #socpharm

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RT @: I think pharma has the opp 2 create amazing hc strategies 2 improve outcomes but they r focused on brand/disease #socpharm

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@ that’s a good point – its really all about solutions to problems #socpharm

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You’re welcome eileen…. for the record, i’m not on a boat just on #socpharm

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@ what do you mean by other product info ? comparative sorts of stuff? #socpharm

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@ YES! knowledge vs. info is so smart & by including competitive brands it becomes about helping not pushing their drug. #socpharm

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@ for pharma to change how they are viewed they need to not look at what happened but why #socpharm

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@ why r MDs or consumers behaving or doing xyz script tracking is not telling you why just what & it reinforces behavior #socpharm

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@ did you get hijacked by a tweetboat? haha (couldnt resist- i love twitter spam) #socpharm

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@ ex. for a migraine disease state website, include ALL brands out there & MOA’s not just the pharma company’s own drug. #socpharm

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@ agree yes, yes would you agree that HOW the knowledge is shared makes a difference.? direct vs indirect/3rd party? #socpharm

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@ #socpharm that could work but lots of legal issues. why not just have an expert on med condition provide daily content thats beneficial MarksPhone: HK Slotnick said ‘brand share should be 100% of people it will benefit, not 100% of entire category makes a difference #socpharm

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@ I was wondering what that was… #socpharm

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Pharma can also gain trust by partnering with “trust agent” patient org or prof association. #socpharm

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@ yes, although that would take awhile… @ gotcha … good idea…. and you’re saying its been shown to work? #socpharm

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@ 2 fundamental principles of learning is affect & social. the more social & relevant the learning the greater the affect. #socpharm

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@ HK Slotnik is right. it’s understanding opportunity/segmentation and driving after largest opp 4 impact #socpharm #segmentation

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@ 100% of brand share vs 100% of category sounds a little like personalized medicine #socpharm

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@ trust agents partner to help members and off set costs. AHA gave coke a heart healthy seal. LOL #socpharm

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YES 100% 3rd party credibility RT @ Pharma can also gain trust by partnering w/”trust agent” patient org or prof assoc #socpharm

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@ trust agents can probably work if there’s sufficient independence #socpharm

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@ and understanding the problems MDs and consumers want to solve and delivering it in a way that creates knowledge uptake #socpharm

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@ I would HOPE org would have more integrity & concern for their rep! Will quickly lose trust agent status otherwise. #socpharm

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isnt that twitter is? haha (again couldnt resist)1st RT @ @ #socpharm expert provide daily content/beneficial to community A0K: @ yes putting competitive products in non branded works! = “we want you to find a drug that works even if its not ours!” #socpharm

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@ there is no legal that prevents the competitive cross-category “transparency” angle from working with DTC / DTP #socpharm

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trust is easily undermined though #socpharm

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@ then that would be amazing, but i doubt pharma has the cajones for that! there is no substitute for GREAT content #socpharm

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@ but is there data showing that approach builds market share? #socpharm

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thanks all, great chat #socpharm

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@ … thanks for stopping by #socpharm

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@ yep. and that sucks. but oh well. and hey by the way! you’re one smart cookie. :) #socpharm

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it’s about that time, folks….thank you all for stopping by my first time as host of a tweetchat… it’s been real… #socpharm

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Great job guest moderating #socpharm @. Thanks so much.

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@ sorry, I only have one good eye #socpharm

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@ it builds marketshare because u (of course) stack it so that the site features extra – rich edu modules on your drug #socpharm

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@ Thx to you for hosting-my first chat visit–and for your great posts #socpharm

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thanks all, interesting and informative chat as always #socpharm

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hahaha @ i dont know that i’m smart, but i like cookies and i just have a lot of passionate opinions, i love my job ;) #socpharm

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@ @ thank you for hosting #socpharm, im sorry to have missed it for 3 months!

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No worries, just reply to the tweet w/ tweetdeck to keep make it simpler :) RT @ @ sorry, I only have one good eye #socpharm

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@ thanks for joining #socpharm! I’m so excited that physicians like you are on #twitter & thanks to @ for modding :)

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@ belated reply: totally agree re: non-branded not always being the right fit. #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

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