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#SocPharm Tweetchat Transcript 9/8/2010

Posted by | 4:48pm on Wednesday, September 8, 2010

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

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@ 3x cancer survivor – interested in all things with pharma and social media – bringing the patient perspective! #socpharm

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I’m Eileen, work at Siren Interactive, relationship marketing for #rarediseases, & obsessed with all things interactive & social! #socpharm

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@ Love it! #socpharm

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Hello! I’m Michael Spitz, Senior Digital Strategist w/ Ignite Health, interested because “Mobile is the New Social” in importance #socpharm

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good evening; biopharma marketer boston; interested in evolution in biopharma marketing; patient-centric #SocPharm

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I am interested in #SocPharm both as a pharma eMarketer and as a caregiver to someone with a serious illness. EileenOBrien: @ Just talking with @ about her guest moderating #socpharm in 2 weeks & she will be asking all about mobile!

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@: Great to have patient perspective represented! #socpharm

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RT @: Cephalon videos seek to bolster physician-patient dialogue http://t.co/oUH4wRx #socpharm

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RT @: @ Just talking with @ about her guest moderating #socpharm in 2 weeks & she will be asking all about mobile! SpitzStrategy: @: Oh, I thought that was this week! FDA and apps? What’s our subject today? (sorry) #socpharm

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@ Yes, we are starting with the FDA & apps. #socpharm

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Hi! I am Inessa Skorodinsky, CD for interactive advertising agency, obsessed with SM and DTC in pharma #socpharm

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T1: Should FDA have App Stores Under Surveillance? Do they have enough to worry about? http://t.co/mCWWrLC #socpharm

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@: That’s what I thought — apps to me mean #mhealth:-) #socpharm

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Hi! I’m Jillian, with Integrated Media Solutions in L.A., and I work in digital direct response pharma #socpharm

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#SocPharm if the mobile app is a med device then FDA has no choice but to regulate. SpitzStrategy: iStethoscope hysteria was a bit over-hyped from the start: http://bit.ly/cKDdGC but regulatory issue still valid #socpharm

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The question is where do you draw the line? Thousands of apps being created, the FDA doesn’t have the resources to regulate #socpharm

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I would think that there are priorities within apps — tiers as Cherylann aluded to #SocPharm

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T1: I’m not very savvy about what constitutes a “medical device” can someone educate me? #socpharm

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Hi Eileen! Never been to one of these. Lurking for now…#socpharm

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@ FDA can’t keep up, no way they will have resources to keep apps under control #socpharm

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Consider this recent article on the over-taxed FDA, and this is for official marketing content only:http://bit.ly/a0P3ek #socpharm

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RT @: T1: I’m not very savvy about what constitutes a “medical device” can someone educate me? #socpharm

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@ #SocPharm not all apps but those that are med devices or pharma-sponsored EileenOBrien: @ Welcome Laura! Feel free to chime in with your opinion. #socpharm

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I’m Laura Sneade, digital account director at Euro Life 4D, interested in opinions especially working with conservative companies #socpharm

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@ I think FDA should regulate apps that diagnose and recommend a product – but not apps that are “informational” only #socpharm

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@ Apps such as iStethoscope for the iPhone (featured today in the Telegraph) and Instant Heart Rate for Android #SocPharm

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“Medical device” – tool that is officially recognized as such, intended for use in a diagnosis, affects structure of a body, etc. #socpharm

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Hi Mark working 2 apply adult learning 2 physician education & patient communications 2 improve outcomes using problem centric mkt #socpharm

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“informational” apps can do as much — if not more — potential harm as branded pharma apps #socpharm

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Thanks! RT @: How the FDA defines a “medical device”: http://bit.ly/bppwO9#socpharm

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RT @: @ I think FDA should regulate apps that diagnose and recommend a product – but not apps that are “informational” only #socpharm

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@ the prob w apps is sw can b designed to generate misleading data. There is precedent for that. #socpharm

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LOL RT @: @ Not really, but I know several medical ‘tools’ #socpharm

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FDA still figuring out OLA and SEM–apps a little too advanced or will they work backwards? #socpharm

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FDA double-standard is dangerous: The only difference between a branded medical device and an unbranded one is the designation #socpharm

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@ I honestly don’t think there should be apps that diagnose or recommend treatments. #socpharm

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Iapps and the FDA is one where we need to determine what are the expected outcomes of the app? Will it harm the consumer? #socpharm

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Does FDA regulate all software involved in diagnosis or data analysis? #socpharm

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T1: I dont know how the FDA cn have the bandwidth 2 regulate apps 2 but I think I think they have 2 if 4 a medical purpose #socpharm #fdasm

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What about a “branded” app that is branded in name only? One that merely performs a function related to disease state diagnosis? #socpharm

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@ Can’t stop the future :) #socpharm

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@ Nice meeting you yesterday! #socpharm

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Are apps medical devices? If so the device section of the FDA has control I believe #socpharm

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FDA should regulate dosing calculator for a branded pharma product: But what about a generic? Equally dangerous! #socpharm

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@ The concern is that these new applications turn an iPhone or iPad into a medical device. #socpharm

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@ #mhealth is grand. I think connecting #mobile with help is the natural next step for #socpharm but it’s gone unreg’d for ages

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what constitutes approval? who sets precedence? here’s a good one. outcomes may be the answer.http://bit.ly/dpSmuX #socpharm

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Whether or not a diagnostic tool can harm a patient depends a great deal on how that tool is used #socpharm

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@ FDA regulates devices that have code to monitor say glucose etc. #socpharm

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@ Wouldn’t FDA/DDMAC then have to make sure that ISI was included & prominent when brands were mentioned? #socpharm

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No, wouldn’t dare to, besides that post is taken by FDA. — @: Can’t stop the future :) #socpharm

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RT @: @ the prob w apps is sw can b designed to generate misleading data. There is precedent for that. #socpharm

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What about all the 100s of diabetes apps, they do some calculations… how far should FDA reg. go? #socpharm

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@ #SocPharm no such thing as branded in name only. If used to Dx why s/b exception? jilliantate: Is anyone else getting the fail whale? Are the #bieber fans flooding Twitter beyond their usual 3% of server bandwidth? #socpharm

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The app regulatory issue is analogous to the larger regulatory issue: What constitutes “branded” content, and who’s responsible? #socpharm

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@: Half my tweets are Whaling — big #bieber day for sure! #socpharm

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@ I believe these devices are required to be standardized on a regular basis with a known control #socpharm

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@ I’m having problems with Tweetdeck too! #socpharm

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@: The problem is that it’s tough to tell the FUNCTIONAL difference between branded and unbranded diagnostic apps #socpharm

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An unbranded, unregulated diagnostic app can harm or even kill a patient as easily as a regulated, branded one #socpharm

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it’s vital for (mobile) innovation + #opensource to not get a bad rap w/ the #FDA via the med app regulation issue #socpharm

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Same problem with healthcare #socialmedia in general: Whether or not pharma provides the platform, the conversations are happening #socpharm

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Wow! That’s a lot of territory. RT @: How the FDA defines a “medical device”:http://bit.ly/bppwO9 #socpharm

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@ Will there be any difference between FREE vs. PAID apps? Guess not, since ad revenue will tick in…? #socpharm

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RT @: FDA: We?re watching mobile apps http://t.co/BAgDqGk #socpharm #mobilehealth#fdasm

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Pharma is automatically accountable for all content on its sites & apps; third party players are creating their own apps & sites #socpharm

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@ I think you’re talking about FDA DDMAC approval, not necessarily the FDA device division approval. #socpharm

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OMG, ads in apps would be a whole other subject for monitoring – what if branded ads showed up in a condition focused app? #socpharm

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Consumers need confidence of safe & effective like all products they use fr: apps, test kits 2 cars; developed w/ regs in mind #SocPharm

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Me too. RT @: @ I’m having problems with Tweetdeck too! #socpharm

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But third party sites & apps are unregulated, and potentially contain erroneous or damaging data #socpharm

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@: I understand FDA DDMAC vs FDA device approval — but regulation is regulation, same rules apply #socpharm

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Sounds like a nightmare for small app developers when you consider all the diff. countries the App Store is in?diff rules #socpharm

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RT @: Wow! That’s a lot of territory. RT @: How the FDA defines a “medical device”: http://bit.ly/bppwO9 #socpharm

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@ I agree, should not be apps that diagnose/recommend treatment, but someone is going 2 make them & FDA needs 2 reg #socpharm

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Significant changes are forthcoming from the FDA in 2011 — not only regarding Web, but clinical trials, etc. Hopefully apps, too? #socpharm

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@ i think mobi ads in apps are a great way for pharma to go #socpharm

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T2: What does everyone think of @? Good start http://bit.ly/cpRIpD or inefficient?http://bit.ly/beTvrC #socpharm

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“Apps” already exist online, in the form of embedded browser-based diagnostic tools — these have been ignored for years #socpharm

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Flat world, complex RT @: Sounds like a nightmare for small app developers when you consider diff. countries #SocPharm

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@ don’t get your hopes up :-) #socpharm

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@ But if they are regulating different things wouldn’t that mean they apply different rules relative to their area? #socpharm

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“intended for use in the diagnosis of disease…or prevention of disease” ? how about lifestyle changing apps? Prob. stops there #socpharm

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@ is primitive and not an optimal experience, but a step in the right direction #socpharm

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T2: On one hand, do applaud any use of Twitter esp around brands on other hand, we have a long way to go! #socpharm

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@ could probably improve their response times, but every tweet must be screened in this environment #socpharm

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@ Totally agree, but FDA will not be able to handle it. #socpharm

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Agree with @: Baby steps are sometimes leaps through pharma regulatory — if you’ve ever walked those halls, you know! #socpharm

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The problem isn’t a paucity of good ideas in healthcare #socialmedia marketing — it’s simply getting things through regulatory #socpharm

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It seems hands are tied when comes to #socpharm AZ is trying, but canned responses feel inauthentic SpitzStrategy: You not only have to convince the eMarketing managers, you need to sell the ideas to the attorneys and clinical teams, too #socpharm

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@ @ should have pre-written and pre-screened more tweets prior to launch so they had a wider range #socpharm

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How do you sell truly engaging social media ideas to people who don’t understand social media, but are terrified of the risk? #socpharm

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RT @: @ @ should have pre-written and pre-screened more tweets prior to launch so they had a wider range #socpharm

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@: True that! Part of our challenge is convincing pharma marketing departments they need to commit ample resources #socpharm

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@ (a Rx VP at IMS) and I thought it was a big step for @ to even acknowledge #Twitter existed #socpharm

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@: Since every tweet needs to be screened through regulatory, the burden mounts every step of the way for them #socpharm

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@ I sense you have been through some difficult regulatory conversations ;-) #socpharm

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@ Educate, educate & educate some more. #socpharm

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Would be interesting to know # consumer inquiries get via twitter vs other channels; consumers initial contact preference #SocPharm

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Social media is about encouraging & sustaining CONVERSATIONS — pharma doesn’t get that, they want to plug and play and walk away #socpharm

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@ But it is sometimes just as easy to get eight or ten tweets approved as it is to get one #socpharm

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“Since every tweet needs to be screened through regulatory…” how close are we getting to 1984? :) #socpharm

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@ @: Yes! Education is challenging, and internal conversations demanding — so many layers, so many cooks! #socpharm

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LOL! RT @: @ (a Rx VP at IMS) and I thought it was big step for @ to even acknowledge #Twitter existed #socpharm

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@ #socialmedia also about listening though – I like that @ announces they are listening #socpharm

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Re pharma brand Twitter, Race w Insulin does it best, IMO #SocPharm

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@ That is an interesting question. #socpharm

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good point on governance RT @: “Since every tweet needs to be screened through regulatory…” #SocPharm

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Listening is good — but it’s hard to listen when nobody is really talking in your over-regulated, paranoid little space! #socpharm

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Kimball drives engages sustains conversation, Reg puts a few approved msgs in between #SocPharm

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@ Yes @ says that @ was “perfect storm” of spokesperson already engaged in SM #socpharm

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It’s easy to judge pharma’s shoddy, mediocre attempts at social media — but the whole internal culture needs re-educating #socpharm

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Millennials are on the rise — once THEY inhabit the halls of pharma, making key decisions, we’ll see the change we expect & need #socpharm

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@ We’ve come a LONG way in 3 years — I used to be told in mtgs that they couldn’t look at my online listening data. #socpharm

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Also, are consumers starting to see #twitter as a customer service platform? #socpharm” target=”_blank”>http://bit.ly/8Zg7LA#socpharm

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@ If we look at certain consumer brands, inquiries via social media is now the majority #socpharm

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@ pls expound #socpharm

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Good point. All internal stakeholders need education @ #SocPharm

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T2: What we often lose sight of in #socpharm is that any form of communication must first add value for the participants SpitzStrategy: @: Yes, but consumer brands aren’t regulated like pharma brands — great care must be taken at every step #socpharm

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Bottom line – it’s convenient @ #SocPharm

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@ It’s quiet in the regulated, narrow space pharma acknowledges exists; more talk in the outside world Rx ignores #socpharm

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Dell set standard RT @: Are consumers starting to see #twitter as a customer service platform? http://bit.ly/8Zg7LA #socpharm

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@ Good point, I know that people interacting with @ see Twitter as customer service platform. #socpharm

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T3: New Google Instant feature: http://bit.ly/c4UBkk. What do you think? Potential impact on SEM #socpharm

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TRUE RT @: T2: What we often lose sight of in #socpharm is that any form of communication must first add value for the participants SpitzStrategy: Twitter as customer service platform, with best practices: http://bit.ly/bR2aOp #socpharm

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Google “Instant” is one step forward, a googol steps back! http://bit.ly/aA8ma4 #socpharm

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I’m worried for long tail traffic… http://selnd.com/b7t5gx #socpharm

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I am also worried that it will affect patients ability to find the RIGHT information by giving wrong answers too soon! #socpharm

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#SocPharm T3 I like http://bit.ly/bGbSDz better than instant search

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Google “Instant” will mean some changes for PPC and SEO — but it’s a baaaaaad user interface idea! #socpharm

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Not rlly sure the micro-sharing platform of twttr is generally worth the angst of getting thru regulatory 4 the results or lack of #socpharm

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Search is moving toward visual, associative journeys through intuitively linked information — “Instant” is an exercise in syntax #socpharm

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RT @: I’m worried for long tail traffic… http://selnd.com/b7t5gx #socpharm

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A big concern for #raredisease search! RT @: I’m worried for long tail traffic…http://selnd.com/b7t5gx #socpharm

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@ disagree, had good experience w/ Comcast fixing Internet problems remotely on Twitter on several occasions #socpharm

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@: Long-tail RIP? Yes, very possible. Plus, Google can manipulate results in a much more narrow field #socpharm

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Thanks everyone for taking part in a great #socpharm tonight. As noted before, @ will be guest moderator on Sept 22.

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@ Google “Instant” will make our brains think differently about search; and provide intuitutive consumer metrics #SocPharm

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I think Google Instant + our ADHD culture = people getting distracted by what they see, not what they came to search for #socpharm

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Then on last Wed of the quarter (Sept 29) we switch the #socpharm time to the morning: 8 am EST so that some of our EU tweeps can join SpitzStrategy: Thanks to @ for moderating today’s #socpharm tweet-up!

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RT @: Thanks everyone a great #socpharm tonight. As noted before, @ be guest moderator on Sept 22.

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@ Us left coasters are definitely going to miss the 29th – too early for the early birds here! #socpharm

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RT @: Thanks to @ for moderating today’s #socpharm tweet-up!

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If only that ez! RT @: Millennials R on the rise — once THEY inhabit the halls of pharma,…we’ll C the change… #socpharm

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RT @: The problem isn’t a paucity of good ideas in healthcare #socialmedia marketing — it’s simply getting things through regulatory #socpharm

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I hope not! RT @: Google Instant+ADHD culture=pple getting distracted by what they see, not what they came to search 4 #socpharm

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Awesome as usual @ & #socpharm tweeps!

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@ I won’t be able to attend on the 22nd but will have a margarita for you in Mexico! #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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