#SocPharm Tweetchat Transcript 11/2/2011

EileenOBrien:
Welcome everyone to the #socpharm tweetchat on biopharma marketing & social media. Say hello!

EileenOBrien:
We’ll assume your tweets are your own opinion and do not reflect that of your employer. #socpharm

JanetLSameh:
Hi Eileen, Janet from Chicago. #socpharm

CiaranSB:
Hi Ciaran Bellwoar here – looking forward to a good conversation #socpharm

EileenOBrien:
T1 frm @richmeyer blog: Digital mkting more effective than TV. Why doesn’t pharma spend more online? #socpharm

lsk204:
Hello #socpharm – ers!

CiaranSB:
does pharma know more effective? @EileenOBrien: : #socpharm

JanetLSameh:
T1: One woman’s opinion- Because they are scared to. #pharma has specific regs on how to act for trad media, not so for #socpharm

EileenOBrien:
T1: I’m a mess tonight! Here’s the link http://t.co/F2nefmiu #socpharm

JanetLSameh:
What is the ROI for DTC. Does #pharma really know ? RT @ciaransb: does pharma know more effective? #socpharm

CiaranSB:
Twitter seems to be a mess tonight – issues linking #socpharm

EileenOBrien:
@ciaransb Interesting point. Some say until sr leadership (who doesn’t maybe understand digital) age out it won’t change gr8tly #socpharm

CiaranSB:
@JanetLSameh: no, but like you mentioned, it’s a safe spot for them #socpharm

EileenOBrien:
I thought it was me! RT @ciaransb: Twitter seems to be a mess tonight – issues linking #socpharm

EileenOBrien:
Wow here is the right link to @richmeyer‘s blog: http://t.co/0tUPHP3x #socpharm

EileenOBrien:
At Google ThinkHealth they said only place to reach 800M people: Facebook, Google search & YouTube. (no TV there) #socpharm

FDALawyers:
@JanetLSameh: The age old question Overall, I dont think anyone has a good pulse on SM ROI. #socpharm

CiaranSB:
The rght ppl 2 RT @EileenOBrien: : At Google ThinkHealth only place to reach 800M people: Facebook, Google search & YouTube. #socpharm

JanetLSameh:
Interesting article today in @WSJ today about Ford and Facebook. For Focus campaign $69.1 ML TV, $15.0 Mags $10.2 ML internet #socpharm

EileenOBrien:
@janetlsameh That is fascinating that they spend more on magazine advertising than online! #socpharm

JanetLSameh:
Also talked about how they built Facebook campaign. Maybe #pharma can learn from their experience? #socpharm

CiaranSB:
The right ones too RT @EileenOBrien: : Google ThinkHealth said only place to reach 800M people: Facebook, Google search & YouTube. #socpharm

Healtheddigital:
hi everyone sorry i’m late and having issues w twitter #socpharm

EileenOBrien:
@healtheddigital Welcome! Everyone is having problems with Twitter. We’ll soldier on as best we can #socpharm

JanetLSameh:
@EileenOBrien: one reason for less spend, Facebook was very cost-effective for eyeballs #socpharm

EileenOBrien:
@janetlsameh Can you share article link? #socpharm

FDALawyers:
Hey all, darshan here. Attorney/pharmacist/author/educator. Work with the Industry from IND through commercialization. #socpharm

mlouann:
RT @SamBrownInc: RT @pharmaguy: Pharma Sponsored YouTube Patient Videos Not Transparent Says Cleveland Clinic Researcher http://t.co/JPa9fd3L #hcsm #socpharm

JanetLSameh:
Ford/Facebook http://t.co/3njnn2Jo #socpharm

mlouann:
RT @EileenOBrien: : Wow here is the right link to @richmeyer‘s blog: http://t.co/0tUPHP3x #socpharm

FDALawyers:
Sorry guys, came in late (with all the twitter issues). What is the current question? #socpharm

EileenOBrien:
@mlouann: Do u think this is true? All disease education/pt stories I’ve seen have been pretty clearly sponsored. That’s the point. #socpharm

mlouann:
i’m late too. issues here too #socpharm

FDALawyers:
@EileenOBrien: @mlouann: This, and the last “study”, remind me that doctors are not regulators. May not know what 2 look for. #socpharm

EileenOBrien:
@fdalawyers Got distracted by this article saying pharm sponsored pt videos not transparent http://t.co/Un4omW7I Everyone agree? #socpharm

EileenOBrien:
Amen! RT @fdalawyers: @EileenOBrien: @mlouann: This & last “study”, remind me that drs r not regulators. May not know what 2 look 4 #socpharm

EileenOBrien:
Isn’t one of the points of doing patient and disease education to get the halo effect for the pharma company? #socpharm

mlouann” target=”_blank”>tonyjewell@eileenobrien @mlouann:
ours are clearly sponsored – on the blog, AZ tag on video. like here: http://t.co/2zaNIyuA #socpharm

mlouann:
any patient video i’ve ever done had so many disclaimers and transparancy it was almost amusing! #socpharm

FDALawyers:
@EileenOBrien: Pharma has PR problem. Halo is more like horns nowadays. #socpharm

mlouann:
But I thought the pharma indistry was moving away from patient testimonials due to regulatory issues #socpharm

FDALawyers:
@mlouann: I hadnt heard that. Which issues specifically? #socpharm

FDALawyers:
@mlouann: coz most can often be addressed. #socpharm

EileenOBrien:
T3: Klout: Does offline influence matter in #socpharm? & vice versa? http://t.co/Oak7uuQP Tx to @gigi_peterkin for this question

FDALawyers:
@EileenOBrien: Yes. A thought leader is often one both online and offline. #socpharm

EileenOBrien:
Is it easier to gain influence offline or online? #socpharm

mlouann:
@fdalawyers all testimonials must b “on label” & diff to get a truely “on label” patient story w/o it being completely scripted #socpharm

JanetLSameh:
T3 I don’t think you can separate them. Offline reputation often jump starts online reputation #socpharm

lsk204:
I know why they keep their algorithm a secret but it’s hard to give #Klout full credibility without knowing how they measure #socpharm

FDALawyers:
@mlouann: Sure… but that doesnt seem like it would be….a regulatory issue. #socpharm

FDALawyers:
gtg people. See you next week #socpharm

mlouann:
I agree @JanetLSameh: #socpharm

lsk204:
@JanetLSameh: I think it can go both ways, popularity can be found online and go offline. #socpharm

JanetLSameh:
T3 – Is online reputation just #klout or is it also followers, friends, connections and likes? #socpharm

CiaranSB:
I agree with you RT @FDALawyers: : @EileenOBrien: Yes. A thought leader is often one both online and offline. #socpharm

mlouann:
@fdalawyers in my experience regulatory has always been the one to pull the plug but that may be limited to certain companies #socpharm

EileenOBrien:
RT @lsk204: : I know why they keep algorithm secret but it’s hard to give #Klout full credibility w/out knowing how they measure #socpharm

EileenOBrien:
It’s great to see new thought leaders (and lots more of them) emerge online. #socpharm

mlouann:
I think that more and more thought leaders are realizing the power of online media #socpharm

lsk204:
#Klout is like someone doing research for you but refusing to state their methods, I wish it wasn’t that way #socpharm

EileenOBrien:
@janetlsameh Klout seems to be 800 pound gorilla. But I’m abt quality of my interactions than quantity & that’s harder to measure. #socpharm

JanetLSameh:
@lsk204: Problem is like SEO, the more folks know, the more they game the system #socpharm

mlouann:
how do you find your klout score? #socpharm

EileenOBrien:
@mlouann: Go http://t.co/QfT5B6Zl and log in using Twitter. I’ll send you invite. #socpharm

EileenOBrien:
The problem is @klout reminds me of high school — trying to be more popular to get perks! #socpharm

lsk204:
@JanetLSameh: I know, but as a #marketresearcher the thought of not knowing how something like that is measured irks me #socpharm

CiaranSB:
RT @EileenOBrien: : The problem is @klout reminds me of high school — trying to be more popular to get perks! #socpharm

JanetLSameh:
@lsk204: and as a person, the thought of not knowing how I am being measured irks me #socpharm

lsk204:
Klout seems like a popularity contest but its a better way to measure influence than relying on something like follower count #socpharm

EileenOBrien:
T4: Did u see What Drs Wish Their Patients Knew? http://t.co/sw1nqOCE Interesting drs recommend u keep ur own records too! #socpharm

lsk204:
@JanetLSameh: Haha yes I agree #socpharm

lsk204:
T4: considering one of the meds i took for yrs was mis-spelled when it went into the EMR I can’t imagine not keeping my own notes. #socpharm

mlouann:
T4: aligns very well with the concept of the patient cenetered medical home #socpharm

EileenOBrien:
@lsk204: And there’s always room for human error. #socpharm

lsk204:
T4: Keeping your own records goes hand and hand with being empowered as a patient and taking responsibility for your own care #socpharm

EileenOBrien:
First time I’ve heard that phrase. Explain pls RT @mlouann: T4: aligns very well w/ the concept of patient cenetered medical home #socpharm

thatwordgrrl:
@EileenOBrien: How about what patients wish their docs knew? #socpharm

CiaranSB:
Wow – lesson for all RT @lsk204: : considering one of the meds i took for yrs was misspelled I can’t imagine not keeping own notes. #socpharm

mlouann:
@EileenOBrien: http://t.co/k1MLm6yG #socpharm

EileenOBrien:
@thatwordgrrl That would be a different survey #socpharm

AManning512:
@thatwordgrrl Agreed- both sides of the conversation need improvement #socpharm

EileenOBrien:
@mlouann: Thanks for sharing! #socpharm

EileenOBrien:
Our time is almost up – any last thoughts? #socpharm

mlouann:
another good PCMH link http://t.co/O3ECivSc #socpharm

EileenOBrien:
Thanks everyone for joining #socpharm tonight. I’ll post the transcript link. Have a great night!

mlouann:
thanks everyone! #socpharm

lsk204:
Wow, these #socpharm chats go really fast. Thanks @EileenOBrien: for another good one!

JanetLSameh:
Good night all. Thanks for the convo and as always thanks @EileenOBrien: #socpharm

EileenOBrien:
Join #socpharm next week when @gigi_peterkin will be guest moderating. I’m sure she’ll have some good topics for discussion.

CiaranSB:
@EileenOBrien: thanks for soldiering thru twitter issues – good conversation #socpharm