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#SocPharm Tweetchat Transcript 9/22/2010

Posted by | 7:24pm on Wednesday, September 22, 2010

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

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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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Thanks @ for guest moderating tonight’s #socpharm convo.

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I’m Eileen, work for Siren Interactive, agency focusing on #raredisease therapies & love all things social. #socpharm

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I’m here because I’d like to talk mobile. I foresee the biggest shift in marketing budgets here over next few yrs. #socpharm

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I’m Michael Spitz, Senior Digital Strategist with Ignite Health, a full service healthcare communications agency #socpharm

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Agreed! We like to say that “mobile is the new social” in both excitement and potential #socpharm

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Hi Michael, welcome! I’m an eMakreitng Manager at BMS but I’ve been in pharma my entire career #socpharm

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T1 Sanofi-Aventis gets social with Facebook and diabetes: http://t.co/CIYHXey I like the mobi app #socpharm

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s-a?s GoMeals Diabetes iPhone App w/restaurant guide, nutrition facts, food trackerhttp://t.co/xXOZPUw #socpharm

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Mobile is the new buzzword for agency people to get more money #socpharm

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@ predicts a 300% increase in mobile ad spend through 2013 #socpharm” target=”_blank”>http://bit.ly/bkrKgT#socpharm

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@ @ Do you think it will take as long for $ to shift to mobile as it did/still does for interactive? #socpharm

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@: Mobile is definitely the new buzz word for coin all around, but it’s also as big a paradigm shift as social media #socpharm

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Agree, nicely done. RT @: s-a?s GoMeals Diabetes App w/rest guide, nutrition facts, food tracker http://t.co/xXOZPUw #socpharm

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Mobile consumers are young and impatient. They want answers quickly #socpharm

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How should apps be used from a marketer perspective? #socpharm

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Mobile apps are voluntary and customers have to chose to interact with you #socpharm

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Got a nice surprise for those interested in #socpharm tomorrow, on PR-Squared blog. :)

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@: Shift to mobile will be faster than interactive b/c people are used to digital, waiting for gadgets to catch up #socpharm

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@ I am not young, but I am impatient and want answers quickly #socpharm

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I just reviewed mobile web traffic to several pharma sites for a client and it was very small #socpharm

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Agree RT @: @: Shift to mobile will be faster than interactive b/c people are used to digital, waiting f #socpharm

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@ Mobile traffic to pharma sites is weak because the pharma sites haven’t been optimized for mobile #socpharm

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Since apps are voluntary they have to provide value to end user. Forrester says that almost 75% of apps are deleted after month #socpharm

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Despite our enthusiasm, Pew study shows few people use apps: http://usat.ly/cNOiCL #socpharm

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Are mobi sites ahead of their time? #socpharm

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We shouldn’t think of mobile as a channel or the “next big thing,” but as THE way people will access ALL information #socpharm

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We should think further than apps and repurposed websites: Mobile is redefining how we access our data #socpharm

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Mobile marketing: an example of thinking outside the box | World of DTC Marketing.comhttp://t.co/PAF7rYt #socpharm

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Good pt. RT @: We should think further than apps and repurposed websites: Mobile is redefining how we access our data #socpharm

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RT @: @ predicts a 300% increase in mobile ad spend through 2013http://bit.ly/bkrKgT #socpharm

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Geolocation is similarly deceptive: It’s not a “feature,” but integral to a complete user experience — give it time #socpharm

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@ The sites we did the analysis on WERE optimized for mobile #socpharm

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RT @: Despite our enthusiasm, Pew study shows few people use apps:http://usat.ly/cNOiCL #socpharm

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Are mobi apps a good investment or is money better spent on mobi ads, mobi sites? #socpharm

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Borrell: consumers downloading half-million apps every hour w/average having ~22 apps on their mobile #socpharm

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@ Exactly and 75% delete after one month #socpharm

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Borrell: problem is of 22 apps on a consumer’s phone now, in six months only 1 will still be used #socpharm

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is pharma ready to have a long term relationship with one vendor ? #socpharm Cause they need vendor to update app

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@: Fair enough, but user habits aren’t established yet; people aren’t going much to brand.com’s from mobile, are they? #socpharm

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Nielsen: Far less interest in apps vs using phones to take pix, texting, and access Internet #socpharmhttp://usat.ly/aSYgJT

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There are other mobile marketing opps besides apps #socpharm

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There you go! RT @: However I had excellent results with a text messaging program #socpharm

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RT @: is pharma ready to have a long term relationship with one vendor ? #socpharm Cause they need vendor to update app

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Similar skepticism was applied to the Web 15 years ago — nobody will use it, it’s a fad, my software is good enough, etc. #socpharm

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@ If you can add value & be the couple of apps that become used, then yes. #socpharm

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Checklist for apps Customer needs info on go, they are not at computer and they view app as real value #socpharm

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@ But 75% delete after one month #socpharm

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As smartphones become progressively more sophisticated they will do all that computers can do #socpharm

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@ GoMeals adds value, but will it be used? #socpharm

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RT @: @ but @ & #google show that over 65% of physicians have smartphones & 58% of them use in appt #socpharm

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#socpharm > Late 2009 #Google Health shows 75%+ of physicians have smartphones & 58% of them use in appt w/ patient

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And as data plans become standard and not extra more and more folks will use smartphones, further driving demand and devolopment #socpharm

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First have to ask: Is our audience on mobile then ask can we provide REAL value that THEY want to use #socpharm

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RT @: Similar skepticism was applied to the Web 15 years ago — nobody will use it, it’s a fad, my software is good enough, etc. #socpharm

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@ predicts a 300% increase in mobile ad spend through 2013 #socpharm” target=”_blank”>http://bit.ly/bkrKgT#socpharm

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I like Sanofi app for meals but it needs constant updating to stay relevant #socpharm

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Even 10 years ago RT @ Similar skepticism was applied to the Web 15 years ago — nobody will use it, it’s a fad, etc. #socpharm

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RT @: #socpharm > Late 2009 #Google Health shows 75%+ of physicians have smartphones & 58% of them use in appt w/ patient EileenOBrien: @ Think so/hope so. Perhaps @ can share some insight on @ usage. #socpharm

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@ Wonder why GoMeals doesn?t have exercise tracker, med tracker, med reminder, glucose log? #socpharm

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RT @: T1 Sanofi-Aventis gets social with Facebook and diabetes: http://t.co/CIYHXeyI like the mobi app #socpharm

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@ @ @ @ Because connecting to the Web is so slow in Mobile #google #socpharm

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The real concern for pharma/healthcare in the mobile world is #privacy #socpharm

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@ because diabetics do not like to be reminded they have diabetes #socpharm

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GoMeals also has presence on Twitter http://bit.ly/bgjHNz Is it first “app” to have a Twitter account? #socpharm

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@ also, qualitative studies that show that patients are seeing #mobile use by HCP as increasingly positive #socpharm

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In order for a mobile tool to be valuable it needs to facilitate communication between the user and a resource #socpharm

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#socpharm Nielsen survey: most apps downloaders use daily for short time, variety of situationshttp://bit.ly/bft2ry

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Mobile is a volcano awaiting to erupt but speed has to get a lot faster #socpharm

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@ actually, connecting to the web on mobile isn’t slow at all. 3G and 4G make it quick. so do nicely built WAP sites #socpharm

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Study showed consumers looking for med & refill reminders: http://bit.ly/aNreKh Opportunity for pharma. #socpharm

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@ Research shows consumers want broadband speeds. 3G is slow when you’re used to broadband #socpharm

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After meeting today, pondering how mobile can be used to help family caregivers to cancer patients – suggestions? #socpharm

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Yes RT @: @ qualitative studies show that patients are seeing #mobile use by HCP as increasingly positive #socpharm

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@ also fair balalnce — MLR doesn’t care about small form factor — 50% of realestate must be ISI, etc #socpharm

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My iPhone gives web access plenty fast most of the time. It’s the AT&T phone service that’s the problem :) #socpharm

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Mobile’s biggest limitation is small real estate, relatively tiny screens — that might change soon with projection technology #socpharm

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@ pls explain projection technology #socpharm

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RT @: Pondering how mobile can be used to help family caregivers to cancer patients – suggestions? #socpharm

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@: Great point about fair balance — not enough room to place risk info leads to branded trouble #socpharm

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RT @: RT @: Pondering how mobile can be used to help family caregivers to cancer patients – suggestions? #socpharm

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Projection technology will enable mobile users to literally create expanded screens on any nearby surface #socpharm

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@ of course as everyone is aware the tablets also offer additional real estate for mobile apps #socpharm

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mobile site speed + technology capability is increasing fast enough to kill the future of apps. #socpharm

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But look at the trending. 50% of cell traffic from Apps (ATT) @ Pew study shows few people use apps #socpharm http://ow.ly/2Ispr

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@: Excellent point! We should consider tablets mobile devices too, expanding possibilities exponentially #socpharm

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@ Yes daily tip on how to deal with ups and downs of cancer patietns and keeping their hopes up #socpharm

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why not use reminders for medication via mobile @ #socpharm

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@ location-based – Tx ctr, pharmacy. Symptom tracker. Med reminder. Calendar for doc appts List of meds / dosages #socpharm

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RT @: In order for a mobile tool to be valuable it needs to facilitate communication between the user and a resource #socpharm

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@ @ patient education at the point of care along with access to personal health records aid caregivers #socpharm

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@ First: listen/ask cancer caregivers what they need/what will help. Find what’s missing & that’s ur opportunity. #socpharm

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Excellent POV RT @: mobile site speed + technology capability is increasing fast enough to kill the future of apps. #socpharm

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Interested in how the situational awareness and context with mobile can add value, potential to overcome speed/size limitations #socpharm

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BlackBerry just stepped in the long line of tablet makers http://bit.ly/btdMnJ showing an inevitable trend toward new platforms #socpharm

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Cloud computing is the future, as software will be stored on servers, not devices — mobile apps will be obsolete in a few years #socpharm

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@ Med refills and questions to docs, symptom trackers. #socpharm

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@ Still haven’t seen a web app that can beat the user interface of an usual iPhone app #socpharm

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Geolocation could prove essential for healthcare — connecting patients with caregivers, providers, and resources nearby #socpharm

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I saw a photo today of a father reading to his child from a smartphone. Think of what future generations will experience #socpharm

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Real opp is for mobile devices to interact with med devices and send info to doctor or program to monitor health #socpharm

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Intel is betting the ranch on medical devices for future #socpharm

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RT @: Excellent POV RT @: mobile site speed + technology capability is increasing fast enough to kill the future of apps. #socpharm

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$500! RT @: BlackBerry just stepped in the long line of tablet makers http://bit.ly/btdMnJshowing an inevitable tren #socpharm

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If we can figure out the #privacy hurdle then mobile devices could offer astonishing resources for patients & those who help them #socpharm

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AGREE RT @: Real opp is for mobile devices to interact with med devices and send info to doctor or program to monitor hea #socpharm

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RT @ Mobile’s biggest limitation is small real estate, relatively tiny screens — might change soon w/projection tech #socpharm

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@ Health monitoring and even diagnostics is huge for mobile, but who will regulate the tools and communication? #socpharm

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@ I agree about interface – but the web is better collaboration … which will continue to grow. #socpharm

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Cloud computing still needs a user interface. App or Web. SalesForce says App right now @ #socpharm

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I have seen mobile devices used to monitor fetal heart rates, blood glucose readings, and more, then transmit to HCP #socpharm

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@ NONSENSE It’s going to take a long time to ensure connectivity before ANYONE relies on CLOUD computing #socpharm

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Who is best positioned to provide patients with the mobile tools they need? Pharma? Third parties? Advocacy organizations? #socpharm

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Perspectives in mobile health applications are regularly posted under #mhealth in case you haven’t seen #socpharm

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Will mobile phones be considered medical devices? #socpharm

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@ Tools themselves do not need to regulated think blood pressure monitors that you can purchase at any store #socpharm

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@: As smartphones get smarter so will their onboard UI #socpharm

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@ Yes, but look at the user generated sites like Yelp etc. Interaction/traffic jumped when they launched mobile apps. #socpharm

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RT @: Perspectives in mobile health applications are regularly posted under #mhealth in case you haven’t seen #socpharm

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@ True, most monitoring devices are simple, but some are more complex and fall squarely nto the medical device category #socpharm

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Agreed! RT @ Mobile is a volcano awaiting to erupt but speed has to get a lot faster #socpharm

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Thanks for ideas, have you seen examples? @, @, @, @, @, @ #socpharm

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@ When loaded with certain medical apps – Yes. The software will be regulated. #socpharm

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@ Two great #mhealth sites are http://www.imedicalapps.com/ andhttp://mobihealthnews.com/ #socpharm

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@ great Q! (mobile phones as med devices?) #socpharm

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iPhone Blood Glucose Meter: Now Attaches Permanently To Your Phone #socpharm

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RT @: Agreed! RT @ Mobile is a volcano awaiting to erupt but speed has to get a lot faster #socpharm

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@ And what about mobile tools for physicians? What standards are and should be applied to assure safety? #socpharm

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Personally, I feel the speed is pretty good. But certain developers/apps needs to mature on this new platform #socpharm

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@ Pharma partnering with advocacy organizations is my vote. #socpharm

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@ The FDA does not want them to be interruptive they want them to be only diagnostic #socpharm

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@ have seen some examples — I have built mobi apps in the past #socpharm

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FDA nightmare RT @: @ When loaded with certain medical apps – Yes. The software will be regulated. #socpharm

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@ FD I tw @ but Blausen Human Atlas is a really nice point of care apphttp://youtu.be/WjTG9BptaDo #socpharm

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@: Pharma has money but a bad rep; advocacy has a great rep but no money; combine them to deliver value to consumers #socpharm

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Sanofi Aventis iPhone blood glucose monitor is expected to cost around $80 and has yet to clear the FDA #socpharm

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@ Even diagnostic tools can be dangerous #socpharm

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RT @: Pharma has money but bad rep; advocacy has a great rep but no money; combine them 2 deliver value 2 consumers #socpharm

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@ This is true but I have seen comps hand out defective stethascopes and BP devices #socpharm

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The other issue here is pharma branded or unbranded content for mobile resources? Hardly any in former category so far #socpharm

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RT @@SpitzStrategy This is true but I have seen comps hand out defective stethascopes and BP devices #socpharm: @

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T2 Future bright for mobile advertising, not the ‘apps’ #socpharm http://bit.ly/bezpzO

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@ Exactly, we recommend pharma partner with “Trust Agent” & it’s a win all around. #socpharm

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@: iPhone Blood Glucose Meter: Now Attaches Permanently To Your Phone #socpharm

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@ The limitation is screen size limits branded communications…w/b more unbranded IMHO #socpharm

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Few if any examples yet of advocacy groups partnering with pharma to create effective mobile tools #socpharm

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@ Screen size problem is already being addressed with iPad and tablets, plus “projection” technology in the works #socpharm

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RT @: @ FD I tw @ but Blausen Human Atlas is a really nice point of http://youtu.be/WjTG9BptaDo #socpharm

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What did the mobile apps do, @? #socpharm

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Opportunity! RT @: Few if any examples yet of advocacy groups partnering with pharma to create effective mobile tools #socpharm

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Here’s a wild presentation about projection and “meta” technology to expand mobile capabilitieshttp://bit.ly/aIrSdY #socpharm

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Are mobi apps a good investment or is money better spent on mobi ads? #socpharm

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RT @: Here’s a wild presentation about projection and “meta” technology to expand mobile capabil http://bit.ly/aIrSdY #socpharm

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@ Projection and iPads, still not for masses, but agreed that it is coming. Pharma will lag if history is clear sign #socpharm

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@ The mobile ads experience is pretty poor still. #socpharm

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Here’s a superb POV just released on taking a more practical approach to #mhealthhttp://bit.ly/9zeWQq #socpharm

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@ iPad is definitely for the masses. Projection, not so much. #socpharm

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@ Pew Internet Rise of Apps Culture http://bit.ly/bft2ry 8 in 10 adults are cell phone users #socpharm

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@ Agreed, pharma will ALWAYS lag due to regulatory constraints — thus my “branded vs unbranded” question #socpharm

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Bubye telemkt! Pew: ~1/4 of adults live in household that has cell phone but no landline #socpharm

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@ Great pharma/advocacy partnership built on insights: www.text4baby.org #socpharm

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@ have you seen iAds for Nissan Leaf? Awesome experience! #socpharm

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Predication: In 10 years the “computer” will no longer exist, supplanted by what we consider a mobile device with peripherals #socpharm

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@ More than regulatory constraints..ROI and proved approach just as constraining #socpharm

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RT @: @ Great pharma/advocacy partnership built on insights: www.text4baby.org #socpharm

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Love it! RT @: RT @: 100 year old doctor says he would be lost without his iPhone http://bit.ly/a6lypt #socpharm

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@ Do you happen to know the iPad current penetration into the market? #socpharm

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@: Text4Baby worked, but a similar campaign for oral contraceptives fell flat #socpharm

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@ Borrell report ~66% of the online adv spend will be served by mobile device by 2015 #socpharm

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@ Yes, agreed! That’s the future. Was referring to campaigns we’ve tested with Admob (google). Lousy results. #socpharm

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@ How do you define the market? :) #socpharm

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#EileenOBrien We need more centenarian physicians with mobile savvy! #socpharm

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Thanks for excellent convo! Lots of ideas and links shared. Eileen Obrien has transcript avail #socpharm

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Is the iPad a “slate computer”, net book, pc? The masses are definitely picking it up. From toddlers to 90+. Computer made easy. #socpharm

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@ Good question. Women 45+ for one brand I work on. Agree that iPad is huge, BTW. Just echoing daily discussions #socpharm

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@ Great job & thanks for guest moderating. I’ll let everyone know when transcript is posted tomorrow. #socpharm

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Thanks to @ for leading a great #socpharm tweetup!

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@ Thanks for that TED video about projection tech. Looks cool. #socpharm

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Next week is last Wed of the quarter so #socpharm will be in the morning, 8 am ET. Let me know if you have any topic ideas.

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@ The iPad is a game-changer — it bridges the gap between conventional notions of “computer” and “smartphone” #socpharm

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It was a pleasure being the guest moderator of #socpharm. Feel free to continue the convo. I am signing off. Thank you & good night!

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Thanks.. enjoyed! #socpharm @ @ @ @ et all

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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