#SocPharm Tweetchat Transcript 1/18/2012

EileenOBrien:
Welcome to the biopharma marketing & social media (#socpharm) chat. We are lucky to have @philbaumann as our guest moderator this evening.

FDALawyers:
Hey Eileen #socpharm

EileenOBrien:
As always, any comments will be assumed to be your personal opinions and not that of your employer. #socpharm

EileenOBrien:
@FDALawyers: Hello! #socpharm

PhilBaumann:
Good evening, @EileenOBrien: Good evening everybody here at #socpharm Glad to see you all. Hope we have fun.

FDALawyers:
@EileenOBrien: and will not be legal advice or medical advice #socpharm

EileenOBrien:
I’ve got to remember to add that in RT @FDALawyers: : @EileenOBrien: and will not be legal advice or medical advice #socpharm

EileenOBrien:
Hello everyone! No lurking tonight, please just say hi #socpharm

FDALawyers:
@EileenOBrien: np Most people dont face that issue #socpharm

vivekaliraman:
Hello @EileenOBrien: #socpharm

joshdbrett:
Joshua, Philadelphia. I’m working to prep for a meeting, but will try to join in as I can. #socpharm

PhilBaumann:
I’ll start with the first of our three topics in a moment, but we’ll do #socpharm introductions. I run @HealthIsSocial Also @MD_chat @RNchat

FDALawyers:
Hey Josh and Phil #socpharm

EileenOBrien:
@PhilBaumann: You are a busy man I work at Siren Interactive, we focus on #rarediseases #socpharm

FDALawyers:
Attorney/Pharmacist/ regulatory guy from Philly too #socpharm

PhilBaumann:
Good evening @vivekaliraman:, @FDALawyers: and @joshdbrett #SocPharm

joshdbrett:
@EileenOBrien: @FDALawyers: @PhilBaumann: Hello. I hope 2012 is starting off well for all of you. #socpharm

crshorizon:
Hi All – Looking forward to the conversation. Chuck #SocPharm

PhilBaumann:
OK – first topic batting right up… #SocPharm

LinusReport:
Hamid from The Linus Group here. Bellow everyone. #socpharm

ChristineatDTCP:
#socpharm … Christine from DTC Perspectives, not lurking @EileenOBrien: ‘listening in’

PhilBaumann:
T1 CME: What should Pharma’s vision/role in medical education be, given technological/industrial/regulatory changes? #SocPharm

vivekaliraman:
Independent Consultant Medical Director @PhilBaumann: @EileenOBrien: @FDALawyers: @joshdbrett #SocPharm

coreyrawdon:
Hi! #socpharm

FDALawyers:
Hey @ChristineatDTCP, Hamid, Chuck #socpharm

FDALawyers:
@coreyrawdon @vivekaliraman: Hey #socpharm

EileenOBrien:
RT @PhilBaumann: : T1 CME: What should Pharma’s vision/role in med education be, given technological/industrial/regulatory changes? #SocPharm

PhilBaumann:
T1 follow-up: And when thinking about this, consider /opportunity/challenges of SoMe in medical education (eg: a #CMEchat analogue #SocPharm

friedah03:
Frieda Hernandez here from Siren Interactive joining #socpharm

FDALawyers:
@EileenOBrien: To HCPs: Give us a take away, not a speech. To patients: Explain what it all means. #socpharm

FDALawyers:
The Siren gang is all here!! #socpharm

EileenOBrien:
We represent! But I think there are more peeps from Philly in the virtual house. RT @FDALawyers: : The Siren gang is all here!! #socpharm

vivekaliraman:
Pharma has 2 play a major role They r closest to Clinical Trial data MT @PhilBaumann: : What should Pharma’s vision/role in MedEd #SocPharm

FDALawyers:
Philly in the hizouse #socpharm

PhilBaumann:
@FDALawyers: #socpharm

EileenOBrien:
Agree, pharma is closest to the science & needs to stay focused on sharing that. #socpharm

Nedra:
@genericgal Do you know about the #socpharm chat that’s happening right now? Probably useful.

PhilBaumann:
@ChristineatDTCP: Good evening. Not ing #socpharm

FDALawyers:
I think pharma does bad job explnin benefits. Often tries to be everything to everyone. As an HCP, I want differences, not common. #socpharm

ChristineatDTCP:
“@PhilBaumann: : @ChristineatDTCP: Good evening. Not ing #socpharm” sorry! Still not lurking… IPhone died (yes, it does happen!)

friedah03:
@PhilBaumann: T1: How are we defining Med Ed? And is audience HCPs and/or patients/consumers? #socpharm

vivekaliraman:
Without promoting partly proven disease models @EileenOBrien: : Agree, pharma is closest to the science & needs to share #socpharm“

ChristineatDTCP:
@FDALawyers: #socpharm do you think that’s knee-jerk by Pharma due to FDA fear? Agree differences would be better

PhilBaumann:
@friedah03 I’m thinking of HCPs (glad you brought that up! #SocPharm *However* thoughts on consumer are open here too.

PhilBaumann:
HCPs primarily RT @friedah03: @PhilBaumann: T1: How are we defining Med Ed? And is audience HCPs and/or patients/consumers? #socpharm

FDALawyers:
@ChristineatDTCP: I disagree. There are often comparitive trials that can be referenced. Else, do the trials. Me2 =/ competitive. #socpharm

vivekaliraman:
Really? Pharma blamed often for over emphasizing benefits MT @FDALawyers: : I think pharma does bad job explnin benefits #socpharm“

ChristineatDTCP:
@FDALawyers: see your point and I think there’s a benefit for Pharma there as much as for HCPs #socpharm

FDALawyers:
@vivekaliraman: Overemphasize = everything 4 everyone. Benefits = specific for specific pt. There4 both possible. #socpharm

friedah03:
T1: thr has bn such a shift away from pharma funding Med Ed, not 2 mention providing content. I dont C how SM cn change that #SocPharm

EileenOBrien:
@FDALawyers: It will be interesting in future, when we are have more personalized medicine – will that shift the model? #socpharm

vivekaliraman:
In my experience Pharma many times splitting hair about benefits & safety #socpharm @FDALawyers: : @ChristineatDTCP:

FDALawyers:
@friedah03 SM can provide awareness. But funding is a problem. #socpharm

PhilBaumann:
@friedah03 That’s probably the correct answer But sm does throw a monkey wrench into the world. #socpharm

FDALawyers:
@friedah03 I think med ed will switch from HCP focus to pt. focus in the future. #socpharm

PhilBaumann:
@friedah03 Traditional cme, for eg, may not port well into sm. But: more & more, HCPs will go online for content/convo/q’s. #socpharm

FDALawyers:
@EileenOBrien: I have never understood what “personalized medicine ” means. We are already there with sooo many meds. #socpharm

PhilBaumann:
@friedah03 …So although pharma wouldn’t necessarily provide direct edu, it’ll hafta be prepared for the NWO so-to-speak. #socpharm

FDALawyers:
RT @PhilBaumann: Traditional cme, for eg, may not port well into sm. But: more & more, HCPs will go online for content/convo/qs. #socpharm

ChristineatDTCP:
“@FDALawyers: : @friedah03 I think med ed will switch from HCP focus to pt. focus in the future. #socpharm” different from current DTC effort?

FDALawyers:
@friedah03 HCPs reach out via SoMed if the trust the other side. Like @friedah03 said, pharma has reputation problem. #socpharm

EileenOBrien:
@PhilBaumann: For example, a sponsored post on Sermo re new drug & online convo abt it might replace formal dinner program? #socpharm

PhilBaumann:
T1 Just a thought: the future may not be with HCP edu, but perhaps a more ‘participatory’ kind – all groups convening together. #socpharm

vivekaliraman:
Hard to define patient specific benefits based on large clinical trial data @FDALawyers: Benefits = specific for specific pt #socpharm

PhilBaumann:
Shoulder tap: we’re going to move into T2 in a moment. #SocPharm (Feel free to speak about 1st topic, just add T1 to tweet).

FDALawyers:
@EileenOBrien: I doubt it. I wouldnt trust a sponsored post on Sermo personally. #socpharm

joshdbrett:
T1 @PhilBaumann: True, though clinical data will still be difficult for Joe 6-pack to understand. #socpharm

NicholasMagers:
Med Ed vs marketing Ed…pharma goals and physician wants/needs are often not totally aligned #socpharm

EileenOBrien:
@FDALawyers: Even if it referred to good scientific data? #socpharm

FDALawyers:
@vivekaliraman: I agree. But, thats the only way to get trustable results. #socpharm

joshdbrett:
RT @NicholasMagers: : Med Ed vs marketing Ed…pharma goals and physician wants/needs are often not totally aligned #socpharm

friedah03:
@FDALawyers: Agreed on personalized medicine. We are already there with sooo many meds. (e.g. breast cancer->20 types w/diff meds) #socpharm

PhilBaumann:
T2 Sales: Sales isn’t dead imo..but: it requires ‘digital upgrading’. What does an effective sales team look like? *Who* is Sales? #SocPharm

FDALawyers:
@EileenOBrien: Yeah, coz i have no way of believing it. #socpharm

FDALawyers:
@joshdbrett Thats why i think unsol, off label will be VERY interesting. #socpharm

EileenOBrien:
@FDALawyers: Even if referenced article published in peer review journal? #socpharm

FDALawyers:
@PhilBaumann: It depends on what “sales” becomes. #socpharm

joshdbrett:
T2 An effective sales team knows what is being said about their product’s indication in SM communities. #socpharm

FDALawyers:
If sales is brand awareness/education, MSLs often better. If sales = brand specific messaging. Sales people better at it. #socpharm

friedah03:
Agreed RT @PhilBaumann: : Traditional cme, for eg, may not port well into sm. But:HCPs will go online for content/convo/q’s. #socpharm

PhilBaumann:
@FDALawyers: Right – I think it’s a ‘bad’ term. But – and it’s probably a different kind of ‘distributed’ function now. #socpharm

FDALawyers:
@EileenOBrien: It does not, by itself, guarantee trust. I would expect that there are other papers that I am not told off. #socpharm

vivekaliraman:
Gradations in review hence harder to trust ALL peer review @EileenOBrien: : @FDALawyers: Even if referenced peer review #socpharm

EileenOBrien:
@joshdbrett But can they do anything about what’s being said in sm communities about their products? #socpharm

crshorizon:
@PhilBaumann: form & specifics of sales team TBD based on insights for prospect & unmet needs. #SocPharm

friedah03:
Yep RT @PhilBaumann: : T1 Just a thought: the future may not B w/ HCP edu, but…more ‘participatory’ – all groups convening tgthr. #socpharm

vivekaliraman:
Agreed @FDALawyers @EileenOBrien It does not guarantee trust I would expect that there are other papers that I am not told off #socpharm

PhilBaumann:
@NicholasMagers: Yep. And Sales doesn’t port into SM. …Still, there’s a rich talent there. How to re-flex that talent? #SocPharm

ChristineatDTCP:
T2: IMO Pharma needs to shift focus of sales from solely acquisition to retention and compliance. Then “sales” is also mktg team #socpharm

PhilBaumann:
@NicholasMagers: Docs *do* need many of the services of sales – just not the annoyances. How to redesign flow w/new tech? #SocPharm

friedah03:
Interesting RT @joshdbrett: T2 An effective sales team knows wht is being said abt their product’s indication in SM communities. #socpharm

EileenOBrien:
Amen MT @ChristineatDTCP: : Pharma needs to shift focus of sales frm solely acquisition to retention/compliance. #socpharm

EileenOBrien:
@joshdbrett Good point! Just thought I’d ask #socpharm

joshdbrett:
@EileenOBrien: Pharma also should be as proactive as possible in getting the truth out. Don’t wait until others define you. #socpharm

PhilBaumann:
@ChristineatDTCP: Well said. Still, HCPs like to have people they can trust and rely on. Something for markcomm to consider, right? #socpharm

NicholasMagers:
@PhilBaumann: Often it is the “annoyances” (repeated messages) that cause change. Need multiple touch points rep, SoMe,etc. #socpharm

FDALawyers:
@joshdbrett Sadly, truth is a result of “weighing of the facts”. Ppl weigh differently. #socpharm

susanborst:
3 ways social media is transforming the doctor-patient relationship | Government Health IT http://t.co/pBF0rRze rt @CalBJr #socpharm

PhilBaumann:
@ChristineatDTCP: In other words, there are long-term relationships which need cultivation. Balance tech with human w/marketing. #socpharm

PhilBaumann:
@nicholasmagers Yes, and that’s where the tech can fit in – those touch-points. #SocPharm

ChristineatDTCP:
@PhilBaumann: agree! The doc/’sales’ relationship is important in my bystander opinion. But goes back to Trust issue raised in T1 #socpharm

friedah03:
@EileenOBrien: @ChristineatDTCP: IMHO sales cares abt more scripts from whatever means. It’s how they’re measured and compensated #socpharm

ChristineatDTCP:
@PhilBaumann: overall, IMO sales needs to been seen as an information/insight resource rather than sample source. Back to q of how #socpharm

FDALawyers:
@ChristineatDTCP: Thats why I know of companies wanting to switch to MSLs. #socpharm

FDALawyers:
I think they meet different needs. #socpharm

NicholasMagers:
@PhilBaumann: Agree, SoMe in closed platforms likely to become new supporting channel for delivering content to healthcare (Docs) #socpharm

ChristineatDTCP:
@friedah03 @eileenobrien valid point on measurement/compensation. The whole system would need to change. Goes well past SoMe. #socpharm

FDALawyers:
@ChristineatDTCP: Why would HCPs see sales (who often give one sided info) as insight/resource? #socpharm

PhilBaumann:
A good convo moves fast!! We’ll move to our third and final topic in a moment. #SocPharm

FDALawyers:
@NicholasMagers: Key is that we all still need to finish CME/CE/CNEs. So CEs not going anywhere. #socpharm

PhilBaumann:
@NicholasMagers: The issue now is which platforms/modalities/standards form. Now, it’s kinda wild west w/differing adoption rates. #Socpharm

ChristineatDTCP:
@FDALawyers: #socpharm why see sales as resource?? Good question I think they need to step up the game. Goes back to your pt on T1

PhilBaumann:
OK, T3 batting right up… #SocPharm

NicholasMagers:
@ChristineatDTCP: Most sales to healthcare are not sample related (mainly pharma is), but majority becoming cramped in direct route #socpharm

PhilBaumann:
T3 Ethics of Online Monitoring: What responsibilities do orgs have r/t monitoring? (Think: *nuances/ramifications* of SoMe.) #SocPharm

vivekaliraman:
Many PCPs see sales as only resource of new information @FDALawyers: @ChristineatDTCP: Why would HCPs see sales as insight/resource? #socpharm

EileenOBrien:
@PhilBaumann: T3: Do you mean in terms of searching for adverse events? #socpharm

FDALawyers:
@PhilBaumann: If you are doing off-label…. LOTS!! #socpharm

FDALawyers:
@PhilBaumann: If you are not doing off-label: PR is often primary goal #socpharm

ChristineatDTCP:
@PhilBaumann: orgs = Pharma/manufacturer yes? T3 #socpharm

NicholasMagers:
@PhilBaumann: No one has landed the right mix that give providers info they need and control to stem the flow of marketing to them #socpharm

friedah03:
T3 Transparency critically important in online monitoring… #socpharm

PhilBaumann:
@christineatdtcp Yes, sorry. 140 character limit I blame Pharma companies (and their agents). #SocPharm

PhilBaumann:
@EileenOBrien: Including AEs – but brand/company mentions; mentions of topics of interest. ..#socpharm

EileenOBrien:
@PhilBaumann: IDK that pharma has an ethical responsibility to listen online, but it’s smart business & can lead to insights #socpharm

ChristineatDTCP:
T3In a perfect world and without consideration of FDA guidance, orgs should be compiling, responding to, investigating #socpharm

BrianSMcGowan:
@PhilBaumann: – OMG…cant believe I missed this…will catchup now… #CMEchat #SocPharm

PhilBaumann:
T3: So: Let’s say PR is monitoring a topic of convo. The course of monitoring that topic could open potential responsibilities. #SocPharm

PhilBaumann:
T3 In other words: when you decide to “monitor”, you probably need to really consider what that means/entails before-hand. #SocPharm

BrianSMcGowan:
@friedah03 – issues is as much about control & participation, perhaps less about about funding. (more chance to get in trouble) #SocPharm

ChristineatDTCP:
@PhilBaumann: #socpharm T3 complex issue. Could spend endless time confirming validity, not to mention ruling out misuse issues.

friedah03:
RT @PhilBaumann: : Agree & hve guidelines! When U decide 2 “monitor”, U need 2 rlly consider wht that means/entails before-hand. #SocPharm

BrianSMcGowan:
@FDALawyers: – not sure I understand. but I may define #meded differently. not sure it can be truly pt-centric. #socpharm

BrianSMcGowan:
+1 RT @friedah03: T1: Pharma just not a trusted source for traditional Med Ed. SocMed requires trust. HCPs avoid open forums… #socpharm

EileenOBrien:
We only have a few more minutes to go for #socpharm so get your last thoughts in!

FDALawyers:
@BrianSMcGowan: Why not? #socpharm

BrianSMcGowan:
@PhilBaumann: – i think we need to think through definitions of CME – which most equate to “credits” – this wont work with SoMe #socpharm

BrianSMcGowan:
@NicholasMagers: – and even when they are there are degrees of alignment. it is a very delicate line to walk… #socpharm

PhilBaumann:
I think Pharma can do a lot – but the industry needs to move from being a vendor/supplier to a Healthcare solutions proposition. #SocPharm

EileenOBrien:
Big thanks to @philbaumann for guest moderating & raising such thought provoking questions I’ll post transcript 2moro #socpharm

PhilBaumann:
Thank you everybody for a fun convo. Great to hear different perspectives and varied responses to questions! #SocPharm

PhilBaumann:
@EileenOBrien: My pleasure! Cheers! #socpharm

FDALawyers:
thank you all for a great conversation. #socpharm

ChristineatDTCP:
@EileenOBrien: @philbaumann Thank you! Good night all #socpharm

friedah03:
Agreed RT @ChristineatDTCP: : @PhilBaumann: #socpharm T3 complex issue. Cd spend endless time confirming validity…ruling out misuse issues.

PhilBaumann:
@christineatdtcp Good night. Cheers! #SocPharm

friedah03:
Thanks @PhilBaumann: ! Rockin’ topics, great moderating!!! Thanks to all for the convo. #socpharm

BrianSMcGowan:
@FDALawyers: – but it is changing dramatically…less “update” content…more competency based learning and systems work …#socpharm

PhilBaumann:
@friedah03 You’re welcome, and thanks Frieda. Good to see you! Hope all is well. #Socpharm

BrianSMcGowan:
@FDALawyers: – if you mean problem-based, I agree…but pt-based is a perhaps to granular – may be semantics… #socpharm