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#SocPharm Tweetchat Transcript 7/20/2011

Posted by | 11:57pm on Wednesday, July 20, 2011

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Welcome everyone to the pharma marketing & sm tweetchat #socpharm. Please say hello!

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Hi, Spitz here, Digital Strategist with Ignite Health #socpharm

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Hi, Jay Bryant, VP with @ here @ #socpharm

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@: @: Good evening guys #socpharm

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As always, we’ll assume all tweets are your own and do not represent the views of your employer. #socpharm

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Hi @: , busy week in #mhealth! #socpharm

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I would hope my employer more or less agrees with me! #socpharm

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Hi- MaryAnne- Marketing Compliance Operations. New to #socpharm

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T1: Facebook was hacked & they chose #Pfizer page. Here’s @‘s summary: http://ow.ly/5Jyn0 Will this scare pharma? #socpharm

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Hi Eileen, Janet here in hot Chicago. Call center expert now playing in SM #socpharm

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Good evening from Northern Califronia. #socpharm

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#socpharm hi this is Brian from Symmetri

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LOL RT @: : @: My tweets represent the views of my employer – me! #socpharm

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Will note that Pfizer was not the only large brand hacked this week..it is a common problem with all brands #socpharm

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For got the #socpharm hashtag in previous tweets. Hi everybody. We’ll have a hot time tonight!

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@: Welcome to #socpharm MaryAnne, we’re nice to newbies! All other lurkers feel free to just say hello.

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Good Evening ~ we hear that this is the place to be on Wednesdays , Lea signing in~ #socpharm

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The problem is there are not a lot of security controls to allow for multiple admins of FB accounts. #socpharm

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T1: As if Pharma needed more reason to fear. I do think it will slow things down, but my sense is pharma knows they can’t ignore #socpharm

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@: Hi Lea, so glad you could join us representing the Healthcare Businesswomen’s Association or HBA! #socpharm

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@: Who else had their FB page hacked recently? Just askin. #socpharm

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#pharma has to get used to things “going wrong” wtih SM — that’s its nature — controlled chaos like all human communication #socpharm

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@: Good point, Fox was also hacked in a major way. #socpharm

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@: Are you saying it was an inside job? #socpharm

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Frieda Hernandez here from Siren Interactive joining #socpharm tweetchat. Areas of focus include #rarediseas… (cont) http://deck.ly/~RYm7o

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@: Jay, you do a lot of work with other brands. What is their attitude? #socpharm

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Cadelarge: here from novo nordisk #socpharm

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No– this was hacking of corporate FB accounts by fringe group that knew how to exploit security flaws #socpharm

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@: It is interesting that in the same week you were given that anonymously given that Pfizer social media policy. #socpharm

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Clients we deal with are reviewing their security policies. #socpharm

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Digital will ALWAYS have vulnerabilities, getting hacked is one’s initiation into the channel #socpharm

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@: What flaws? Pfizer’s or FB’s? Also who else was hacked? Is this a FB or Pfizer problem? #socpharm inquiring minds want to know.

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The crux of the issue is their are too many admin accounts set up for clients and their agencies–they loose control #socpharm

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@: Both could have been “inside” jobs :-) #socpharm

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RT @: : Will note that Pfizer was not the only large brand hacked this week..it is a common problem with all brands #socpharm

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Yes, too many layers of separation between brand teams and their tactics — including social ones, that require constant attention #socpharm

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@: Do you know for a fact that is what happened re Pfizer FB hack? #socpharm

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RT @: : #pharma has to get used to things “going wrong” wtih SM — that’s its nature — controlled chaos like all human communication #socpharm

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The Hawthorn Effect noted FB was the platform hacked but it’s up to the user to take advantage of security http://ow.ly/5Jyxq #socpharm

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@: Unfortunately, as @ said last week, Pfizer has no FTE dedicated to SM. Farms it all out like its R&D? #socpharm

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Getting hacked is like an infrastructure level adverse event — you deal with it, move on #socpharm

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T1: The hacker claimed to be able to intuit the Pfizer FB password. Interesting that a page with comments disabled was targeted #socpharm

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The hacks were not inside jobs. Hackers figured out paswords #socpharm

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Most #pharma pharms out their digital tactics — including social #socpharm

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@: Again, I ask who else was hacked? #socpharm

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@: Interesting comment about inside jobs. You seem to have a theory? #socpharm

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Central issue here is resourcing and commitment — consider ROI to plummet the more you invest #socpharm

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So advice is to turn on HTTPS within FB, and enable Login Approvals from remote devices #socpharm

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@: So Pfizer had lousy security viz-a-viz its pwds? Did Pfizer admit to that? #socpharm

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Do others who work with FB feel that their reps seem overwhelmed? As opposed to Google reps who give gr8 service. #socpharm

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Facebook is OK with rep service, but that depends on the rep, and the agency relationship with FB #socpharm

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But QA and monitoring is all up to the entity actually managing the page #weaklink #socpharm

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@: Well, many hackers get pwds and such from duping insiders into revealing them. It’s not all about technology! #socpharm

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RT @: : Central issue here is resourcing and commitment — consider ROI to plummet the more you invest #socpharm

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The timing couldn’t be worse in terms of FB #pharma pages getting ready to open walls to comments. #socpharm

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Large companies are accustomed to plug & play tactics — social media is a living, breathing channel that needs constant nurturing #socpharm

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Facebook is right in its policy for opening walls — if you want to be social, then be social #socpharm

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@: Where did you learn abt hacker “intuiting” the Pfizer FB pwd? Reliable source? #socpharm

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Will this have a dampening effect? These types of comments could easily happen on open wall, broadcast to many before coming down. #socpharm

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If nothing else the policy may eventually force #pharma to embrace user generated content — either that, or abandon ship #socpharm

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Issue isn’t bad press or comments — but creating an infrastructure for crisis management and daily monitoring/maintenance #socpharm

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@: I saw the hacked page before it was taken down #socpharm

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@: Hackers did more than post comments – they changed icons, etc. Something that could never happen w legit open convos #socpharm

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T2: @: let’s talk about @ AE research: http://bit.ly/q8mj8b. Did the results surprise anyone? #socpharm

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Hack was overt — imagine more covert, subtle hacks — would last online longer, create even more cumulative damage #socpharm

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#socpharm hi @:

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@: Yes, so did I. But why does that lead you to believe hackers “intuited” pwds rather than getting inside info, for ex? #socpharm

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Can we move on from this? Hacking is a fact of life in dealing with the digital world – best advice: be prepared & respond fast #socpharm

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@: Right, but 4 me, main damage was wall posts that were immediately broadcast to newsfeeds of their thousands of fans. #socpharm

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T2 – No the research did not surprise us – was consistent with Nielsen research from a year ago. #socpharm

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@: The results r so unsurprising I don’t hv to read the report 2 know what was found! Hardly any reportable AEs, right? #socpharm

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We’ve always figured relative number of AEs would be slight, especially given 5 necessary criteria #socpharm

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#socpharm hi everyone. Brent from DSI here.

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@: I said the hacker “claimed” to have figured out the password. It was one of the hacker’s posts. #socpharm

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@: Most of those fans were probably Pfizer employees :-) #socpharm

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T1: I don’t think it will dampen as much as teach. #socpharm

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@: But it’s great to have data to support that, right? #socpharm

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I think #pharma is likely more concerned with repuation management than AEs per se #socpharm

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Hi Brent, it’s been awhile! RT @: : #socpharm hi everyone. Brent from DSI here.

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AEs you can report — what do you do with a recalcitrant commenter who bashes your brands and corporate values? #socpharm

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Answer: Develop a sound policy, and rigorously implement it #socpharm

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@: On open wall it would be a troll, not a hacker, and communities are well adept to deal with trolls. #socpharm

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The critical thing we advise clients is to be active in the discussions –that helps reduce the risk to them #socpharm

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@: Ha ha! I hope Pfizer uses better, more secure pwds for access to their clinical trial data! #socpharm

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Yeah, I have been tied up w 3yr old bedtime stories…priorities…. #socpharm

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What a wonderful way to look at it! RT @: : T1: I don’t think it will dampen as much as teach. #socpharm

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Again the issue is commitment to the social space — without internal buy-in and resourcing, the social channel is a minefield #socpharm

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@: Any @ insights you’d like to share with us? #socpharm

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@: fact. #socpharm

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@: You nailed it. #socpharm

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The commitment needs to be top down, too. #socpharm

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engagement of recalcitrant commenters is 1 of great opportunities of social media if only we can learn to grasp it. #socpharm

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Good advice RT @: : Critical thing we advise clients is to be active in discussions –that helps reduce the risk to them #socpharm

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Agreed. SM has appearance of ease. Requires sum focus, expertise. RT @: : T1: I dont think it will dampen as much as teach. #socpharm

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Yes @: — turning dissent into advocacy is the crown jewel of social media potential #socpharm

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Insights to share– be able to react in realtime, build a cultural model that re-enforces the brand, listen and engage #socpharm

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Finding and training the right people to moderate and guide is extremely challenging #socpharm

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Good SM moderators need to understand people, clinical, technology — and be good writers! #socpharm

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RT @: : #pharma has to get used to things “going wrong” wtih SM — that’s its nature — controlled chaos like all human communication #socpharm

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Ever heard the axiom that a complaint is among the best gifts customers give as solution is likely our next offering? #socpharm

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We had a doctor come to the defense of one of our clients on FB – Build a strong community -they are a great resource #socpharm

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Good SM guides are right/left brain people who can think on their toes, understand people AND brands they represent #socpharm

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Interesting. Why? RT @: : Finding and training the right people to moderate & guide is extremely challenging #socpharm

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Good SM guides need to be empathic, intellectual, and transparently engaging #veryrare #socpharm

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@: Often in under 140 characters :) #socpharm

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Few individuals within large corporations have that kind of cross-training #socpharm

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@: Moderator training wasn’t the highest priority among respondents to my survey. See Q4 http://svy.mk/pe1AZ5 #socpharm

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That’s the rub: Not only funding SM continuously, but staffing the channel with people who won’t do more harm than good #socpharm

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@: Doesn’t matter what respondents thought in that instance — insiders often don’t know their own weaknesses #socpharm

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@: What do you mean by “transparently engaging”? #socpharm

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@: I’m afraid you are too right about we silo dwellers. #socpharm

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“Transparently engaging” means folks MEAN what they write — people can FEEL the genuineness (or lack of it) #socpharm

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#socpharm @: Who are the “right” people to moderate? Is there an inherent skill in social media moderation or can it be taught

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@: @: interesting as moderation seems key in SM #Socpharm

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#pharma SM Catch-22: No internal resources to help moderate, but few managers to properly manage outsiders, either #socpharm

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Success in social is impossible if you don’t even know what success looks like — or FEELS like #socpharm

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@: We have data to counter EVERY argument pharma has for not engaging via SM. Hasn’t made a dent. #socpharm

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@: T2: Love the data in you study #socpharm

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I don’t think pharma will embrace social until the Gen-Next kids start sitting in the C-suites #socpharm

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We’ve been doing moderation for over 15 years – strong writing, communication skills and training are critical #socpharm

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People making high level marketing & comm decisions consider social a new fangled, alien invention #socpharm

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@: We’re getting there! You remember where we were 4 years ago… we’ve come a long way baby :) #socpharm

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Agreed RT @: : The commitment needs to be top down, too. #socpharm

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@: That’s what I thought. Some said moderation stifles convo. But I say it makes convo better. #socpharm

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We value the wrong skill sets in marketing — simple, basic, direct communication skills succumb to career advancement #socpharm

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Here is am example of interaction & support that can take place: http://twitpic.com/5t83yt #socpharm

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RT @: : Agreed RT @: : The commitment needs to be top down, too. #socpharm

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What characterizes internal success within large organizations often de facto preclude effective external social engagement #socpharm

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@: yes, we all cling to what got us here even if it won’t get us there. #socpharm

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Some still see digital that way. RT @: Pple making high level decisions consider social a new fangled, alien invention #socpharm

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We’re dealing with a crisis of corporate culture — not unique to pharma — rather than worries about AEs or reputation, per se #socpharm

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T3: FDA draft guidance this week on mobile: http://bit.ly/oR5dxp Expected? Unexpected? #mhealth #socpharm

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RT @: : @: We’re getting there! You remember where we were 4 years ago… we’ve come a long way baby :) #socpharm

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Expected, but not THIS soon! #socpharm

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@: SM is a speeding train. Pharma adoption is like the leaves sweep forward as the train whizzes by! #socpharm

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and know the rules “@SpitzStrategy: : Good SM moderators need to understand people, clinical, technology — and be good writers! #socpharm

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Experts have been aware that this summer would be BIG in #mhealth regulation #socpharm

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RT @: : @: SM is a speeding train. Pharma adoption is like the leaves sweep forward as the train whizzes by! #socpharm

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Exponential growth in #mhealth apps in Apple Store and Android Markets have no doubt forced the FDA to act #socpharm

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@: Ha ha. Oh, wait. You’re serious! :-( #socpharm

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Probably 15 to 18K apps are currently available, and growing #socpharm

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Independent mhealthregulatorycoalition.org has already been working on draft guidance, check out their page #socpharm

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They were planning a public hearing for around July 27; soon afterwards, they were planning on approaching the FDA #socpharm

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They were pre-empted by the FDA going ahead and actually issuing their draft guidance on July 19 #socpharm

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Can anyone tell me if this Janssen mobile app should be subject to FDA reg according to guidance? http://bit.ly/pwQ8CC #socpharm

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@: @: yes but it also has it’s own language and companies don’t learn new languages quickly #socpharm

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Thanks for sharing #socpharm

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T3: Is what the guidance what you expected? Any wrenches or wild cards thrown in there? (I didn’t see anything) #socpharm

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@: Likely so! #socpharm But they aren’t the only ones; higher risk apps have most value for brands #socpharm

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RT @: : Can anyone tell me if this Janssen mobile app should be subject to FDA reg according 2guidnce? http://bit.ly/pwQ8CC #socpharm

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Yes, thanks for bringing your insights! RT @: @: Thanks for sharing #socpharm

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I was a bit surprised by the stories alleging “pharma is off the hook” for most apps #socpharm

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Which is more valuable to pharma? An app that fits into the unbranded wellness category, or an app that does actual dx & dosing? #socpharm

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Gr8 RT @: @: SM is a speeding train. Pharma adoption is like the leaves sweep forward as the train whizzes by! #socpharm

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Thank u, I didn’t get that RT @: I was a bit surprised by the stories alleging “pharma is off the hook” for most apps #socpharm

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@: Those stories are written by pharma’s “friends” (consultants) in trade publications. Dont scare the sacred cow man. #socpharm

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The FDA will regulate apps that dx and can be characterized as a “device” — pharma isn’t “off the hook”! #socpharm

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very well said! RT @: Gr8 RT @: @: SM is a speeding train. Pharma adoption is like the leaves… #socpharm

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#mhealth has so far been the Wild Wild West of medical — anything goes by anyone #socpharm

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RT @: : I was a bit surprised by the stories alleging “pharma is off the hook” for most apps #socpharm

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Regulation will shrink the number of companies, forcing them to commit greater resources, guarantee quality and clinical integrity #socpharm

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RT @: : @: Those stories are written by pharma’s “friends” (consultants) in trade publications. Dont scare the sacred cow man. #socpharm

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T3: I didn’t see lack of mobile promo guidance as any type of endorsement #socpharm

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#mhealth apps will be thrust into two categories: Higher risk regulated ones, and “wellness” apps #socpharm

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@: Not the Janssen app, which is meant for docs to use in front of pats to diagnosis degree of psoriasis! #socpharm

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RT @: : Which is more valuable to pharma? App that fits into unbranded wellness or app that does actual dx & dosing? #socpharm

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@: I agree. Seems like there’s too much interpretation regarding app guidance. #socpharm

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Will innovation slow down with regulation? Sure, it always does #socpharm

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Will regulation protect patients — and even doctors from litigation? No doubt about that, too #socpharm

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What will the role of Apple and Google be vis-a-vis the FDA? Watchdogs? #socpharm

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@: An app that can dx is worth a fortune. Esp if you can “goose” software w/o FDA being wise. Wink, nod, enough said. #socpharm

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And will the FDA have sufficient resources to police and enforce the #mhealth space? #socpharm

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#socpharm @: Oops, skimmed article quickly and misunderstood it. Still, it is going in front a patient so similar rules could apply

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Sometimes regs help change a little…the infamous 15 letters helped us get more options from Google for sem #socpharm

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@: Apple is not going to check for bugs in the SW, which is what FDA should do. #socpharm

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@: Maybe FDA will role out a “Bad App” program to compliment their “Bad Ad” one! #socpharm

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@: Apple enforces their own app policies now — they could help the FDA enforce? #socpharm

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@: 15? I thought there were only 14. Unless you count the letter I sent to PhRMA. #socpharm

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@: “Bad App Program” likely! #socpharm

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@: How so? #socpharm

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LOL! RT @: : @: “Bad App Program” likely! #socpharm

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@: You mean “bad apple” program. :-) #socpharm

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But will this be the end — or just the beginning — of FDA #mhealth regulation? #socpharm

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@: 15 sounded better #oops #socpharm ; )

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RT @: : Can anyone tell me if this Janssen mobile app should be subject to FDA reg according to guidance? http://bit.ly/pwQ8CC #socpharm

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@: Apple already religiously polices apps! Do you work with any developers? There’s no guarantee your app will launch #socpharm

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@: regulation is necessary when public interest is possibly compromised by corporate interest. This can’t be ignored #socpharm

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The PRICE of #mhealth apps will also SKYROCKET — now they are a fraction of what their regulated future versions will be #socpharm

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The number of #mhealth app makers will PLUMMET as the capital investment for R&D and approvals rises #socpharm

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Thanks to everyone who joined in our lively #socpharm tweetchat tonight. I’ll post the transcript link tomorrow.

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I’m dying here! Got to get some ice cream! G8 discussion. Thanks. #socpharm

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Thanks to @: , tweetchat hostess with the mostess! #socpharm

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@: #socpharm I think Apple would feel free police further but go to great lengths not to publicize partnership with FDA

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Next Wed @: will be running the show as #socpharm guest moderator. I’m sure he’ll have some thought provoking topics!

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RT @: : Next Wed @: will be running the show as #socpharm guest moderator. I’m sure he’ll have some thought provoking topics!

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@: #bringit! #socpharm

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@: #socpharm Thanks for a great tweetchat!

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G’Night all #socpharm

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@: excellent chat ~ well organized #socpharm

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Joined late but caught up nice chat tonight #socpharm

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Great tweetchat. Thanks @: and all on #socpharm convo

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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