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#SocPharm Tweetchat Transcript 4/6/2011

Posted by | 11:02pm on Wednesday, April 6, 2011

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Welcome to the pharma/biotech marketing & social media chat (#socpharm). Plse introduce yourself & say why you are interested in this topic.

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@ Thanks Krista for being guest moderator tonight for #socpharm You may just be the most “colorful” one we’ve ever had :)

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Hi. @ Happy to join tonight’s Tweetchat. #socpharm

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I’m honored to moderate tonight @! I’m Krista & I work in alumni comms for Temple Med School, but my <3 belongs to #socpharm.

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Welcome @! Quick disclaimer… #socpharm

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

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I’m Eileen, work at Siren Interactive, focus on #raredisease therapies, & <3 #socpharm too!

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Anyone else feel like joining in? Don’t be shy–we’re a friendly crew :) #socpharm

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I’m Joyce, I work at a biopharm specializing in rare disease therapies. How are you managing success metrics around digital? #socpharm

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Ciaran here – I work at Siren Interactive with @. Glad I could join tonight. #socpharm

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Hi @ – thanks for joining! #socpharm

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T1: What do you think of this survey from WEGO on health activists’ opinions on pharma social media activity: http://bit.ly/ijelVo #socpharm

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I know @ & @ are interested to hear what pharma folks think for #DTCN2011 preso #socpharm

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Specifically about: 60% agree that health care cos CANNOT reasonably keep up w monitoring all of their mentions of their content. #socpharm

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@ Very interesting point! Any pharma or agency folks feel like weighing in? #socpharm

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T1 I think WEGO survey is great in that it shows what we find w/many #raredisease pts: they are open to pharma if done right. #socpharm

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I agree. The numbers are high that co participation in social media provides vital info & insights on products and services. #socpharm

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T1 @ stat shows reasonable conclusion that pharma can’t monitor the entire internet all the time. FDA listening? #socpharm

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T1 Seems like pharma should use WEGO stats to support the case for online participation – clearly a demand & interest. #socpharm

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@ Of course the @ activists are a unique audience, but agree. #socpharm

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Forgot to mention the #socpharm drinking game–every time FDA is mentioned, take a sip of your spirit or wine of choice ;)

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RT @: @ Of course the @ activists are a unique audience, but agree. #socpharm

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Important to listen. 66% agree that cos should get involved in monitoring, correcting online product misinfo. @ wegohealth #socpharm

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Tx EOB! RT @ I know @ & @ are interested to hear what pharma folks think for #DTCN2011 preso #socpharm

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RT @: T1: What do you think of this survey from WEGO on health activists’ on pharma SM activity: http://bit.ly/ijelVo #socpharm

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T1: Re: does this support the case for pharma to get involved and demonstrate they are monitoring what they can “control”? #socpharm

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Good point @! Re: Important to listen. #socpharm

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T1: When you block #pharma from the world of social media you give an open invitation to others with much less noble intentions #socpharm

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@ Interesting point, it needs to be acknowledged that it’s outside of anyone’s true “control” #socpharm

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RT @ When u block #pharma from tworld of social media u give an open invitation to others w/much less noble intentions #socpharm

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I will be on a panel at dtc national talking about the Wego survey tomorrow. Would love to tell the audience what #socpharm thinks….

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@ Thanks for joining us tonight! #socpharm

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Hi all – raising my glass of IPA in honor of no guidance :) #socpharm

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My fav @ stat: 63% said social media dialogue between healthcare companies & online communities is valuable #socpharm

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@ I got a Czech style pils ;) But still optimistic that pharma can participate w/in regulations w/o guidance. #socpharm

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@ We should be careful what we wish for, right Jeff? #socpharm

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How about a new topic? T2 How do you think social media factored into the KV Pharma pricing issue? http://bit.ly/dJm1l1 #socpharm

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T2 Unfortunately KV Pharma is becoming a “what not to do” case study. SM outrage generated mainstream media to FDA attention #socpharm

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T2 What do you think KV Pharma could have done differently? Any PR folks out there w/ issues mgmt experience care to weigh in? #socpharm

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@ Right on. It wasn’t the social so much as it was the mainstream picking up on it and amplifying. #socpharm

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T2 We live under social scrutiny, so whatever your business, you don’t want to be perceived as anti-consumer, pharma or not. #socpharm

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T2 TAnticipating that this might have been an issue & creating crisis communications plan to start. #socpharm

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@ Very true. And the social scrutiny changed the news story from gr8 new drug to “shame on you”. #socpharm

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@ I agree–this has echos of the Comcastmustdie.com website issue. Perceived as anti-customer = SM rage. #socpharm

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T2: Upsetting pregnant people is never wise #socpharm

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@ asked a good ? earlier about dig success metrix. In the patient world, traditional metrix (CTR, etc) are no longer enough #socpharm

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And they lost the March of Dimes support. Never good to lose 3POs either. RT @: Upsetting pregnant people is never wise #socpharm

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T2: Think this speaks more to the power of SM than anything else – agree crisis communication plan should always be in place #socpharm

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A pre-emptive plan and position would have been prudent, especially given the rightfully and emotionally charged audience. #socpharm

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@ Yes, pre-emptive plan, perhaps in conjunction w/March of Dimes. Explain reason behind cost & quality issues w/compounding #socpharm

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RT @: Open communication channels between patients and health care companies? http://t.co/slSc5lJ #SXSH #SocPharm

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T2: KV Pharma had to pay for clinical trials, etc. so should transparently address reason for high price. #socpharm

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@ Agree. Losing March of Dimes is tough. That could have been leveraged as an opportunity with some better planning. #socpharm

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T2 I think general public doesn’t understand pricing. But better comms plan would have helped & not stale corp. statements. #socpharm

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@ PR in Pink: I remember GSK did commercial about how much time/resources goes into drug development – gave gr8 personal touch #socpharm

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T3 Anyone care to discuss the UK social media guidance released this week? My glass is empty but I can refill it… #socpharm

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@ I remember those commercials, they were very powerful. Or the Lance Armstrong ones for BMS. #socpharm

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Pricing is hard to understand. A more compassionate, human angle might have gone further, especially given the therapy. #socpharm

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Digital metrix need to get beyond CTR & capture the impact of behavior change on both pts & hcps. On my little soapbox here at #socpharm :)

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@ @ You are probably right about the general public not understanding (or even wanting to learn about) pricing. #socpharm

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@ No problem–you’re definitely an expert on it & I’m not good with technical stuff :) #socpharm

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@ That’s true, need to focus on actual conversion. How did digital help move business objectives? #socpharm

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T3 @ has a link on his forum to the UK Code of Practice for background on their sm guidance: http://bit.ly/fJVp86 #socpharm

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T3: So much for those rumors that the UK and the EU were going to soften with patient communication #socpharm

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The big question, how do we best measure our integrated marketing, and not just digital? Refill needed for this one… #socpharm

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@ I was surprised to see how hard they seemed to come down on social media comms also. #socpharm

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@ Thank you :) But if you’ve figured out how to use Twitter, then you’re good with technical stuff lol #socpharm

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T3: Love the way that PMCPA guidance actually says about Wikipedia “this is difficult” #socpharm

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@ Better get the whole jug while you’re at it…lol. Srsly, most measurement issues are not “how” but “what” to measure #socpharm

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T3 Anyone else hope the FDA doesn’t see it? Seems to say if we don’t understand it, then don’t use it. Quite vague & antiquated. #socpharm

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The UK code is generally seen as the most restrictive. The litmus test for global work/content is to make sure it passes the UK. #socpharm

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RT: Jeff_Greene: most measurement issues are not “how” but “what” to measure #socpharm #socpharm

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1 suggestion: pharmas using fun, engaging site surveys that help pts learn. Instead of “Foresee would like to ask you blah blah” #socpharm

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@ True, need to figure out in measurement brief ahead of time exactly what’s important to measure & define success #socpharm

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Ok, just a few more minutes left–anyone have an interesting link/resource/video/joke to share? #socpharm

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@ I think that measurement success comes from WHAT, and HOW to present it to different Stakeholders. Tell a story! #socpharm

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T3 Is optimisation the UK way of spelling optimization page 9 topic 9? #socpharm

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Just in…Google Said To Have High Level Mole At Twitter, Makes Massive Counteroffers To Retain Employees http://tcrn.ch/dITr9M #socpharm

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@ That’s just the Queen’s English– very colourful ;) #socpharm

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T3 optimisation, tomatoe, theatre, haemophilia #socpharm

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Looks like our time is up for tonight–thanks all for participating & making moderating so fun! #socpharm

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@ Thanks so much for your wonderful guest moderation. Next week @ is up! #socpharm

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@ Thanks for moderating tonight. Good chat. You must be do for a refill by now! #socpharm

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If you haven’t seen the augmented reality chest X-ray, this is wicked http://cot.ag/h8wLNM #socpharm

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@ Fo’ sho! Looking forward to your leadership next week :) Thanks again to @ Have a great week all! #socpharm

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@ Mucho Thanks for the moderation #socpharm

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Thanks @ – nice work. Now, where’s that last bottle of IPA … #socpharm

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Thanks @ for gr8 tweetchat #socpharm

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@ Great augmented reality. Thanks for sharing. http://cot.ag/h8wLNM #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.

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