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#SocPharm Tweetchat Transcript 9/15/2010

Posted by | 4:49pm on Wednesday, September 15, 2010

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Hello & welcome to the marketing & social media pharma chat (#socpharm). Please start w/intros & why you are interested in this topic.

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I’m Eileen, work at Siren Interactive focusing on #rarediseases. Fascinated by all things pharma & interactive. #socpharm

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I’m Jillian Tate, director of digital strategy for Integrated Media Solutions. We do a lot of #pharma & hope to do more in #socpharm.

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@ Hi Jillian, I love the photo! One day I’ll put my photo back up in place of my MadMen avatar. #socpharm

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

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Mark Leveraging adult learning in HC communications and education to improve outcomes #socpharm

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I’m Lexie @ Ketchum Digital. I love rad molecules, caring MDs, & helping patients be social & feel better. #SocPharm

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@ Hi Mark, thanks for joining #socpharm.

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T1: @ launched Facebook page that allows comments: http://bit.ly/dtNzUF What do we think? #socpharm

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T1: Love @‘s terms of use: conversational & set expectations. #socpharm

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First what are the objectives of the page ? Who is the target of the page ? #socpharm

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Hi, Im freence socmed spec Katya Kotlyar and Im happy 2b here with fellow socpharmers! #socpharm

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Rich Meyer: Passionate consumer marketer, author of column for PM 360, Pharma Live and Med Ad News, Owner digital agency #socpharm

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@ @ @ Glad to see you Katya, Lexie & Rich! #socpharm

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@ They say it’s a corp communications page to share messaging around 125 anniversary. #socpharm

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RT @: @ my take-we have to wait for bad comments to appear and for Boehringer’s reaction #socpharm

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T1: I think its fantastic. the users can judge for themselves which comments are valid and which are simply bs ppl are not stupid #socpharm

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Interesting. It has been my experience that a lot of patients dont know who makes their drugs they know brands though #socpharm

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It is risky allowing comments but I am sure they have someone monitoring and have action plan #socpharm At least I hope they do !!

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An extension of Roche’s guidelines a bit more friendly. Wwhat value will consumers of HC garner from this? today & tomorrow #socpharm

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Like that @ explains: we work w/serious med conditions &can?t risk unmonitored or unverified medical advice #socpharm

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For having 2,209 Likes they don’t seem to have a lot of comments…could it be they’re filtering heavily? #socpharm

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What I see so far on BI’s page are their workers’ greetings with anniversary #socpharm

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Wonder if BI used POST (people, objectives, strategy, tehcnology) before launching #socpharm

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I think their openness and friendliness will create a big and potentially robust fan base #socpharm

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my question is why is this BI fanpage so special? isnt this what SM is supposed to be about? allowing consumers to have a voice? #socpharm

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@ Interesting point, but @ comment just went up live. #socpharm

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Liking a FB page does not equal business objectives #socpharm

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BI has always been ahead of the curve in social media though…they get the “conversation” thing, IMHO #socpharm

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BI page is good but the focus needs to be corporate (they have job search) and a gathering place for what? Can they lead comments? #socpharm

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We’ll need @ to make AE comment on BI Facebook page (like he did with Sidewiki) & then see how quickly it gets taken down #socpharm

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#socpharm I unabashedly posted my link on their wall to see what happens , will probably be down by tomorrow, or theyll sponsor my blog, lol

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@ Yes, but for pharma this is a BIG step :) #socpharm

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Amen RT @ Liking a FB page does not equal business objectives #socpharm

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Afraid i have to leave early tonight, folks – it’s only 5:30PM PST and I’m heading home! #socpharm

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Why is there such a big belief that pharma needs social media and that people want to have a realtionship with a drug comp #socpharm

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RT @ We’ll need @ to make AE comment on BI FB page & then see how quickly it gets taken down #socpharm

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RT @: Why is there such a big belief that pharma needs social media and that people want to have a realtionship with a drug comp #socpharm

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@ In #raredisease space people very much want a relationship w/ drug companies. #socpharm

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@ this belief bothers me as well – what’s there for companies except for complaints and potential scandals? #socpharm

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#socpharm people may not want it, but they would like to see pharma at least try to listen and show some concern about them

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MarksPhone There is something amiss w/the logic where consumers of HC coalesce around a pharma co. as a single source of solutions #socpharm

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RT @: Why is there such a big belief that pharma needs social media and that people want to have a realtionship with a drug comp #socpharm

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@ @ #SocialMedia in #pharma is a MUST bc consumers are putting faith in #Rx w/ their health. Trust matters. #socpharm

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OK but for the most part research after research shows that patients do not want relationships with pharma #socpharm

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Dont be so quick to think BI will panic. They are pushing the edges and doing it well. If anyone can co-opt SM they can #socpharm

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The number one reason people follow brands is discounts + promotions #socpharm

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Any time a co can try and create a relationship with a customer or potential vs. Just selling, the better #socpharm

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#socpharm and if theyre willing to spend billions on drug ads, they might as well spend a couple hundred on a FB page

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T1: Facebook will help BI reach corporate communications goals (increase awareness, reputation, etc.) #socpharm

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@ @ #SocialMedia #pharma #Rx #socpharm More and more consumers are finding out that Rxs have issues i.e. osteodrugs

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yeah. let’s be honest) or prompt customer service @ The number one reason people follow brands is discounts + promotions #socpharm

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RT @: @ @ #SocialMedia in #pharma is a MUST bc consumers are putting faith in #Rx w/ their health. Trust matters. #socpharm

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@ Hi, Rich. Have you thought about social CRM…this is getting some buzz and would better align to what pharma can do. #socpharm

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Got to run sorry, darn bottom line is BI can meet objectives and we dont know what they are. Stay tuned #socpharm

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RT richmeyer OK but for the most part research after research shows that patients do not want relationships with pharma #socpharm

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@ Yes if it can be of value to the patients based on what they consider value not marketing #socpharm

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@ But 2nd reason is to show support for co & 4th is to find more about company:http://bit.ly/9euOUq #socpharm

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Other issue in play is that consumers are paying more for healthcare out of pocket and getting less #socpharm

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@ it’s all marketing. End goal for all would be better outcomes. A real positive to my mind for all parties #socpharm

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@ Yes I could see that for a cancer drug that allowed someone to beat the disease but not for drugs like Lipitor #socpharm

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I’d disagree, info & affinity rank higher (in Rx) RT @ Top reason ppl follow brands is discounts + promotions #socpharm

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Also people with serious/rare diseases want more info from drug companies on trials. Look what happened to Avastin ? #socpharm

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Patients want FDA to leave indications for Avastin alone #socpharm

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@ Disagree, studies also show patients want VALUE (whether tools or info, etc.) & if pharma offers it many r happy #socpharm

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@ I agree about info, but how does affinity help cancer patients pay their bills? when it comes down to writing checks #socpharm

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@ Yes but that is an individuals value not segments of people. Facebook is a bulletin board #socpharm

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@ @ There is a lot of info that patients share on how to get help with costs #socpharm

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Corporate profit is clearly reason for any outreach to patients. Forest fined 313 mil by DOJ example of corruption. Trust matters #socpharm

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@ Def, discounts are impt but research shows affinity (support from peers/ HCPs/ & corporate #pharma is a need too) #socpharm

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@ @ But affinity is contingent on condition/brand #pharma #socpharm

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@ is support from peers considered to be part of company’s socmedia work or patient’s own? #socpharm

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T2: Similar topic, new @ blog: http://bit.ly/8XP3ZW. Here’s what @ thinks:http://bit.ly/d2MxFR Others? #socpharm

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As a health advocate and industry skeptic it’s going to take a lot more than a FB page to gain my trust as a consumer. #socpharm

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@ But is communicating in an open way a good first step? #socpharm

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@ @ no doubt, Rich. that’s a given. point is > #socpharm allows for modular content for pick & choose (self-service)

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#socpharm There’s a difference between corp objectives & the tools used to achieve them.

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RT @: As a health advocate and industry skeptic it’s going to take a lot more than a FB page to gain my trust as a consumer. #socpharm

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I just dont know who the target is in the Lillypad BLOG and why John Lechliter is not blogging #socpharm

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As a former Lilly employee they are facing some MAJOR issues that needs to be talked about #socpharm

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@ great question! support from peers is considered to be part of company’s social media work *NOT* patient’s own? #socpharm

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@ as for me, @ is a result of more thought than BI’s FB page and I like it much more (for now) #socpharm

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RT @: as for me, @ is a result of more thought than BI’s FB page and I like it much more (for now) #socpharm

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@ we do a lot to facilitate that pharmaco support (via unbranded communities often) to allow sharing & storytelling #socpharm

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@ @ Very well said #socpharm

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@ Id attribute efforts on bringing patients together to particular Co if they created a spec online community for that #socpharm

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To be fair most of the pharma blogs/FB pages target investors & Washington, not patients. Despite what the “About Us” says. #socpharm

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@ that’s what I was tweeting about while you were tweeting :) #socpharm

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It is amazing how the Type 1 diabetes community continues to come together and share info #socpharm

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RT @ To be fair most of the pharma blogs/FB pages target investors & Washington, not patients. Despite what the… #socpharm

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@ Yes that is true owned by PR not marketing even though it should be part of marketing #socpharm

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What department should own social media ? http://t.co/oKbaEQq #socpharm

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RT @: To be fair most of the pharma blogs/FB pages target investors & Washington, not patients. Despite what the “About Us” says. #socpharm

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What are “trending topics” in patient communities on pharma cos? Sharing love or outrage about negative experiences? #socpharm

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@ First of LOL and agree. Secondly, who else would care about a corporate blog-unless there’s an issue with a product #socpharm

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RT @: It is amazing how the Type 1 diabetes community continues to come together and share info #socpharm

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@ :) also, great ongoing communities like @ offer a great spot to jump in w/ #socpharm for some categories

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@ there are concerns around sharing AE’s or neg sentiment but #trendingtopics in #socpharm comms are mostly personal stories

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RT @: Maybe pharma could simply explain side effects using a handy chart like this one.http://bit.ly/bKqaix #socpharm

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@ Yes but trust is part of that and right now there is no trust #socpharm

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RT @: @ First of LOL and agree. Secondly, who else would care about a corporate blog-unless there’s an issue with a product #socpharm

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T3: DDMAC ltr on Premarin doesn’t like colorful vids vs read only risk inf: http://bit.ly/aO4wxH. Is there video best practices? #socpharm

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@ communicating honesty? from companies fined by the DOJ for lying, promoting drugs illegally? LOL #socpharm

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@ yes it also has to contain fair balance and patients cannot make claims outside label #socpharm

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T3: Surprised didn’t have risk info embedded in video based on Shire having video lifted from website & posted on YouTube #socpharm

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@ @ Who would care about a corporate #pharma blog unless there’s product issues? > investors, & news media! #socpharm

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@ But on an individual level, these pharma employees are trying to communicate honestly via FB & blogs. #socpharm

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@ Even if they have risk remember the FDA can still issue a letter they did last year #socpharm

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Conflict of interest example:AstraZeneca paid speakers research drug in a trial, drug gets approved by that data. why trust? #socpharm

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@ And industry observers like us :) #socpharm

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@ It’s true, when we’ve studied SM postings much of the conversation is about the emotions around the disease. #socpharm

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This is where social media comes in: people need to share brands they are happy with but outside of brand SM efforts #socpharm

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@ Lumping all companies as “one” is unfair. Regs are unclear/open to interpretation. Exception to be dishonest #socpharm

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@ the employees then reside in the negative fall out of their employers.until company comes clean none will be trusted #socpharm

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Pharma cannot be the SM destination for people to come and talk about brands without legal and regulatory #socpharm

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T3 seemed pretty clear cut #socpharm

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@ ok i’ll limit my skepticism to companies that never broke a law or were fined by DOJ or hold CIA’s #socpharm

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@ Patients talk about + & – experiences w/drugs & treatments. Give advice for side effect management #socpharm

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#socpharm When pts do talk about meds it’s usually about SEs & dosing, as well as reimbursement challenges – an opp for pharma IMO. stevemassi: When a loved one is saved or has an extended quality of life, trust is created #socpharm

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@ Guess real question was: How can we best balance engaging videos w/safety info? #socpharm

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Excellent point RT @: When a loved one is saved or has an extended quality of life, trust is created #socpharm

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Don’t 4get Job Seekers @ @ @ Who would care about a corporate #pharma blog unless there’s product issues #socpharm

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@ Thanks. Most are honest and want to do the right thing in pharma. I’ve been an “insider” for many, many years #socpharm

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Thanks everyone for another lively #socpharm. Next Wed our guest moderator will be @ from BMS w/lots of mobile questions.

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thanks for the interesting discussion, signing out now! #socpharm

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@ what I was actually asking is if patients do speak about companies themselves, not other things, what do they say? #socpharm

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@ Good point – lots of non-patient stakeholders for pharma blogs #socpharm

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@ thanks, it’s interesting for sure #socpharm

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Don’t 4get Job Seekers love a good #pharma corp blog @ @ @ Who would care unless there’s product issues #socpharm

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Then on Sept 29 it’s the last Wed of the quarter so we’ll be doing #socpharm in the morning (7 am CT / 8 am ET) & I’ll be live from #epatcon

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@ thanks for moderating #socpharm! great stuff & fun as always! and now back to slides for tomorrow!!!!!!!!!! (sigh) ha.

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very insightful as usual, thank you everybody! have a great evening! #socpharm

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RT @: @ Good point – lots of non-patient stakeholders for pharma blogs #socpharm

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@ Oh rats, I just missed #socpharm! Bozo I am.

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T3 does overall balance and same context overcome 50-50 fair balance? #socpharm

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@ @ true! also, 3rd party #nonprofit & patient advocacy groups rely on pharma #corporate blogs for info #socpharm

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@ I’ve seen references to thanking/sharing resources from pharmaco, comments about co events – diff things #socpharm

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We’ll be here next Wed from 8-9 pm… RT @: @ Oh rats, I just missed #socpharm! Bozo I am.

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Thanks @ and #socpharm – enjoyed tonight. Now off to finish painting my kitchen.

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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