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#SocPharm Tweetchat Transcript 9/5/2012

Posted by | 11:05pm on Wednesday, September 5, 2012

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

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Welcome to the #socpharm chat where we talk #pharma marketing/sm & big thanks to our guest moderator tonight @.

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Hi ladies.@WendyBlackburn of @ joining #socpharm. Always interested in supporting/learning more re: pharma social media efforts!

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Hi All – Looking forward to the conversation tonight! #socPharm

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@ Thanks for joining! #socpharm

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@ Good evening! Thanks for joining… #socpharm

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-) #socpharm

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RT @ @ My pleasure Eileen! Thanks for having me… #socpharm

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When I moderated #socpharm in Dec, the chat-prediction 4 2012 was more engagement from pharma. From ur perspective, has it increased?

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I feel that it has increased. Though in fits and starts and in mostly small ways, #socpharm engagement has been on the rise.

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Let’s hear from some others who are using SM to engage with consumers (or other customers) on behalf of a pharma co #socpharm

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T1: I agree pharma sm engagement has increased. Many more willing to “listen” at least #socpharm

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@ That is a gr8 first step! Big advocate for listening! #socpharm

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John Mack (@pharmaguy) had a post in June with stats showing pharma is lagging. #socPharm

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T1: One of our most mega-conservative clients is opening up to #socpharm just this year. Major milestone.

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Here’s the link. http://t.co/ud3HDeaK #socPharm

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@ Lagging, but ideally on the rise #socpharm

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Think @ article featuring ur work at @ is an example of the progress in past year http://t.co/vJcjQ9zT #socpharm

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@ That is very exciting! We should also take the opp to disclose that we work w/Intouch as well. #socpharm

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@ Yes; just slower relative to other industries. #socPharm

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Yes – thank you! #socpharm

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@ Also why I would love to hear from others making strides… #socpharm

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Compared to other less regulated & serious industries #pharma will always lag behind in social media & perhaps should #SocPharm

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Although I think it’s important for #pharma to continue to consider how to thoughtfully use social media #SocPharm

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@ Curious why you say “should”. Agreed precautions are necessary, but not sure that means we should “lag” #socpharm

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@ Agree, but there is still a lot of room for accelerating consideration into action #socpharm

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@ in comparison to Coke or Victoria’s Secret for ex. The entertainment/retail/travel industries should b cutting edge #socpharm

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So can anyone share a bit about your/your clients’ successes and/or learnings as it relates to engaging via SM? #socpharm

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Pharma’s famous for “baby steps.” We saw the same w/ digital in general. #socpharm

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thinking of the newest, edgiest uses of social media. #socpharm

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@ I think you guys are unique in how you share your program so openly (the industry thanks you). Others r more guarded.#socpharm

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@ Gotcha. Yes, per @, baby steps. It is possible to start walking at this point. #socpharm

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@ True! In few years not considering social media as part of mktg plan will b as silly as not considering brand site #SocPharm

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@ I think u guys are unique in that you share your #socpharm program openly (and industry thanks you). Others much more guarded

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@ Guarded. So, was going to ask this a bit later; but let me toss it out now… #socpharm

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hello all… i noticed Wendy said hello to the ladies. Am I still welcome? ;) #socpharm

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For those who have yet to initiate engagement, what’s holding you/ur clients back? Internal and/or external factors welcome. #socpharm

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@ Like that analogy – Pharma companies should be at the walking stage with social media! #socpharm

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@ Of course! Thanks for joining… #socpharm

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T2: Fear! Fear of all kinds… of the unknown, of a warning letter, of getting fired, of perceived lack of ROI … #socpharm

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@ Haha – sorry – of course dudes are welcome, too Darshan! @: is here too #socpharm

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@ thanks all :) #socpharm

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@ Us lawyers/ regulatory folks do a fine job at holding things back :) #socpharm

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#socpharm (Sorry – trying out a new Twitter app tonight – not doing very well apparently!)

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@ and Risk vs Reward – with the benefits of sm for pharma not yet quantified as ROI #socPharm

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T2: Like anything I think it takes time/resources so it takes the right champion at a company to get sm campaigns implemented. #SocPharm

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@ also w Park Doctrine, multi billions fines, exclusions, FCA penalties etc…ppl in legal/medical/corporate are scared. #socpharm

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@ Came across a good article today on the benefits. Worth the quick read: http://t.co/9DZXMyqq Also comments on ROI #socpharm

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T2: Yes I think internal champions are critical. Someone has to be willing to push, to ask, to explore, push some more …#socpharm

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@ Champions! @ owes a lot to the leadership of @ who initiated our cross-functional SM task force #socpharm

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Incredibly proud 2 have legal & regulatory on that task force. Our collective job is solving for how vs should we #socpharm

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The more pharma companies that use sm effectively & share those case studies enables others to follow #socpharm

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Yes – the case studies and social media “wins” are watched closely and shared widely. But we need more! #socpharm

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@ Educational value of sm is important to patients. Best info should come from pharma. #socPharm

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So, based on some of those named factors, what can the #socpharm community do to help accelerate pharma’s engagement? #socpharm

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T3: We must help the industry get past shiny object syndrome, past their fear, and help articulate the value of #socpharm

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@ Explain how risk is not as bad as it seems (Fox v. FCC decision, Francks Pharmacy) #socpharm

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@ Educate based on needs of patients and HCPs #socpharm

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@ — what do u know, I can help w both ;) #socpharm

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T3: Continue to educate brand, legal, regulatory, leadership on the value of sm. Still lots of misunderstanding/lack of knowledge #socpharm

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T3: @ Curious – are your clients still waiting for FDA social media guidance? Is that still a hindrance? #socpharm

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@ thanks for those cases – I’ll have to look them up. #socpharm

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@ Yup…. everyone wants “Certainty” :) #socpharm

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@ @ and I are doing a REALLY cool talk on it :) #socpharm

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@ Wow. That makes me sad. There is so much value pharma can bring to the conversation. #socpharm

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@ Note industry success stories with results that are due in part to the role of sm. #socpharm

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@ do share – what/when?? #socpharm

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@ Sept 20 I believe on Fx Trans (Right @: ?) #socpharm

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@ Agreed #socpharm

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@ Kind of ironic if there is too much fear blocking one’s ability to create a success story. No? #socpharm

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Yep – sorry for the shameless plug – here’s the link: http://t.co/4FIFJHPm #socpharm

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@: what’s Fx Trans? #socpharm

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@ Maybe they just need a little more ammo. #socpharm

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So, I guess we won’t have time to address blogger outreach. But I want to thank you all 4 joining 2nite! #socpharm

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Our time is up – big tx to @: for sharing her insights. Join us on the 1st Wed of Oct 10/3 when @ will moderate #SocPharm

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#socpharm As someone who doesn’t work in pharma (but I’m an ePatient blogger), I am always baffled by pharma’s lack of soc media acceptance.

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@ Thanks 4 having me! #socpharm

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@ Its a website that does audio seminars #socpharm

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@ Good night – thx #socpharm

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I’ll check it out RT @: : Yep – sorry for shameless plug – here’s link: http://t.co/XjaHBQ3Z #socpharm

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@ Thanks 4 chiming in! #socpharm

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@ Yes it must be completely baffling! As if the industry is hiding from something … but it’s more about rules and regs #socpharm

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@ I think a lot of people are! What pharma can/can’t say per FDA gets complicated & scares them off #socpharm

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Been observing and enjoyed the #socpharm chat! @: @: #socpharm

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@ #socpharm I guess I just don’t see why one more facet to an already regulated marketing mix is so difficult to adopt.

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@ Thanks. Would love to have you participate next time! All are welcome. #socpharm

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@ Thank you very much! #socpharm

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@ @ Thanks for a great #socpharm tweetchat

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RT @ @ @ Thanks for a great #socpharm tweetchat #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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