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#SocPharm on Twitter

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#SocPharm is a weekly chat on Twitter about pharma marketing and social media. Read a transcript below or learn how to join in.

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#SocPharm Tweetchat Transcript 12/15/2010

Posted by Eileen O'Brien | 11:00 pm on Wednesday December 15, 2010 | 1 Comment

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Welcome to the marketing & social media pharma chat. We’ll be talking about using You Tube as a social media tool #socpharm

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@ Thanks for guest moderating tonight Rob! It’s fun to just be a participant. #socpharm

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Views expressed here are my own and not necessarily those of Johnson & Johnson #socpharm

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Anyone want to introduce themselves and say why they are interested in this topic? #socpharm

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Yes, we always assume that all tweets within #socpharm are your own and not your employers (unless you specifically declare them). #socpharm

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Hello, I’m Michael Spitz, Senior Digital Strategist with Ignite Health, interested in how all social channels can benefit patients #socpharm

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I’m Eileen, work at Siren Interactive, focus on #raredisease therapies, fascinated by using digital to educate pts & HCPs #socpharm

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Hi everyone. I’m Brent from DSI. Tweetdeck only 2nite waitin 4 atl to Newark flight. #socpharm

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Hi all – Krista/PR in Pink here. I work in healthcare communications and am interested in social media & pharma issues. #socpharm

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@ Brent I love the commitment of doing the chat by phone! #socpharm

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Hi, Michael. Good first topic. Hi everybody! #socpharm

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I’ve found that there is a tremendous search for knowledge both from social media sites, including You Tube #socpharm

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Yes, multimedia, particularly video, communicates well to patients and can be emotionally resonant #socpharm

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YT is now the second largest search engine after Google, which says to me that people are not just searching for video, #socpharm

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Health literacy is always a concern, one that video can circumvent if the target audience is well understood #socpharm

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Searching for video regarding certain topic those, no? #socpharm

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@ I agree that video is very powerful, especially when sharing patient stories. #socpharm

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…but for health care INFORMATION that happens to be in video format. I find that significant #socpharm

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RT @: @ great point! Nvr thought of the health lit impact #socpharm

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Yes, searching for specific topics. Vids on Obesity for instance has generated over 500,000 views on the heatlh channel. #socpharm

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RT @ @ great point! Nvr thought of the health lit impact #socpharm

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Agreed RT @: Yes, multimedia, particularly video, communicates well to patients and can be emotionally resonant #socpharm

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I allow comments and there is a back and forth. But I moderate them. #socpharm

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@ When you say “the health channel” you mean the JNJ YouTube channel? #socpharm

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Is it easier for unbranded/patient info on YT vs. branded info? Perhaps fair balance is a barrier and reason for no comments? #socpharm

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Yes, you set a good example of how to filter content while still creating a dynamic experience #socpharm

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@ Do you have to show any of the comments to Med Legal before you can post them? #socpharm

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@ do you moderate yourself or use some other system/resource? #socpharm

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Yes, the Johnson & Johnson health channel on you tube http://bit.ly/5AGvAB #socpharm

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I moderate them myself. I only show them to lawyers if I think they involve adverse event reporting, which is very rare #socpharm

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How much of a time delay between submission and posting, usually? #socpharm

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@ Has anyone ever commented on a prescription brand that you’ve posted? #socpharm

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That depends how busy I am! I try to check every day, but sometimes some fall through the cracks. #socpharm

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I should clarify that there are no videos with specific pharm brands mentioned. Almost all the videos are patient stories #socpharm

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@ Agree unbranded disease info video is easier. Branded needs fair balance inserted into video still doable. #socpharm

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@: It’s great that you have so much autonomy to moderate comments. More pharmcos should model this for authenticity #socpharm

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That somewhat alleviates the burden, though we still have to be aware of not indirectly promoting even a treatment option. #socpharm

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It is great. Don’t tell anybody! (Just kidding :-) #socpharm

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Do you produce all the content yourselves? #socpharm

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I would think patient videos allow for better 2-way comm. with consumers. Branded comms may sound like advertising. Thoughts? #socpharm

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I enjoy interacting with viewers. I learn a lot, hopefully they do too. #socpharm

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RT @: I would think patient videos allow for better 2-way comm. #socpharm

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Yes, we produce most of the content ourselves. We’re lucky enough to have production facilities on site #socpharm

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@ Brand videos can tell patient stories too & subtly promote brand message. But yes basically ads. #socpharm

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@ I would think it depends greatly on how the video is done. If its earnest, I think people will connect w it #socpharm

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@ Didn’t you also have a bunch of pre-existing videos to leverage as well? #socpharm

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However, I also solicit user-generated content, eg. from Moms talking about family, child issues #socpharm

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@ I haven’t seen those videos. So they get posted too? After med legal review? #socpharm

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Very true! Good content will connect w/ viewers. RT @: If its earnest, I think people will connect w it #socpharm

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JNJ has historically been ahead of the curve regarding social media adoption — what about your culture fosters forward thinking? #socpharm

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@ that’s awesome. I love the look and feel of the videos so I assumed an agency had done them. Props! #socpharm

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@ Yes , intially we had a library to work with, but now they are all produced by us or by users. #socpharm

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Wow.How is response?RT @ However, I also solicit user-generated content, eg. from Moms talking about family, child issues #socpharm

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@ Thank you! We like to try to be authentic and control our content as opposed to having an agency produce it #socpharm

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I have a “cadre” of moms who produce quite a bit of content. I just posted on about finding and decorating a CHristmas tree #socpharm

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Just saying Hi, Cherie from Siren, interesting discussion! #socpharm

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Joining late…I notice that JNJ is using alot of humor in their health videos across multiple conditions? @: #socpharm

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@ Some. Are you referring to specific examples? #socpharm

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yes…saw one on psoriasis…RT @: @ Some. Are you referring to specific examples? #socpharm

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Oh, yeah. That was with Jon Lovitz. We also had one on the importance of doctor’s appointments, which used humor #socpharm

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@ Your channel has had a lot of views & comments. Is engagement how you are measuring success? #socpharm

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RT @ @ is this supported brands or is it centralized? #socpharm

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@ I mostly consider video views the measure of success. We’re up to almost 3 million in less than 3 years. #socpharm

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Impressive! RT @: @ I mostly consider video views measure of success. We’re up to almost 3 million in < 3 yrs. #socpharm

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wow! RT @: @ I mostly consider video views the measure of success. We’re up to almost 3 MM in < than 3 years. #socpharm

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However, engagement is also very important, as well as putting a “face” on our corporation. #socpharm

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RT @: @ Great Youtube channel! I always use it as an example with colleagues and clients! #socpharm

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who drives the content for ur videos, ur team or brand team or agencies? @: Oh, yeah. That was with Jon Lovitz. #socpharm

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@ Thank you. I think it’s very important to keep the content fresh and relevant! #socpharm

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How do u assess ‘fresh’ ? @: @ Thank you. I think it’s very important to keep the content fresh and relevant! #socpharm

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RT @: However, engagement is also very important, as well as putting a “face” on our corporation. #socpharm

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@ You have a “fresh” mouth for instance! :) #socpharm

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@ Good question, multipart answer! Mostly, I decide on content, based on current health issues, “health days/months” #socpharm

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I also receive content directly from the operating companies or their agencies, but still unbranded #socpharm

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@ How quickly can you turn things around? It’s just you supporting this initative, right? #socpharm

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I try to put up at least one new video every week. #socpharm

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@ I should know this but do any of the operating companies have their own YouTube channel or does yours fill this need? #socpharm

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@ Curious to know – how do you generate traffic to your channel? Through other soc. media channels? WOM? #socpharm

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Interesting…what do u mean by ‘health days/months’ in terms of assessing keeping it fresh? @: @ Good questio #socpharm

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@ Basically just me managing it, but I hire people to produce and edit the videos. Time varies, depending on project #socpharm

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Maybe a dumb q, but how much of this is your ft job? RT @ I try to put up at least one new video every week. #socpharm

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fantastic goal given your goal of staying relevant and fresh! RT @: I try to put up at least one new video every week. #socpharm

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@ For example, we put up some very special videos on World AIDS Day, Dec. 1, and for Diabetes Awareness Month #socpharm

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uhm…should i take that personally? :-) @: @ You have a “fresh” mouth for instance! :) #socpharm

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@ Not a dumb question at all. I spend most of my time on the YT channel, maybe 75%. Also involved in other SM #socpharm

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@ I meant like fresh and minty clean…. #socpharm

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@ I have some budget for the you tube version of “Adwords”, plus WOM, relationships, etc. #socpharm

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@ Sorry missed this. This is going fast and furious! Yes, to both. Some opcos have their own channels. #socpharm

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Also, the operating companies give me content if they don’t have a YT channel, or want me to link to a website #socpharm

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@ Did I answer that question about brands? #socpharm

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@ I couldn’t agree w/ u & @ more. Authenticity shines thru & so does the earnest warmth of wanting to reach people #socpharm

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@ Thanks, Betty! :-) I genuinely enjoy doing it. I think you have to generally enjoy interacting with people #socpharm

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RT @ @ I think so. I am trying to get a sense of how jnj structures sm. Brand vs Centralized Services vs combo.#socpharm

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@ Hmm. not quite sure what you mean. I work for Corporate PR, so I do not directly work for the brands. #socpharm

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RT @: JNJ has historically been ahead of the curve regarding social media adoption — what about your culture fosters forward thinking? #socpharm

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J&J is very decentralized and the brands have their own PR strategies and plans #socpharm

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Are we all tired now? #socpharm

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@ We’ve been picking your brain & making you work too hard! #socpharm

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@ — I want to thank u 4 gr8 moderating tonight! and thank u all for gr9 comments! i have to go bake choc chip cookies! #socpharm

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@ Thx for sharing your co’s enthusiasm for YT and soc. media. Very inspiring and good case for other pharma cos :) #socpharm

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Thanks ok, I’ve enjoyed it – sort of like speed dating! Cookies sound good! #socpharm

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@ What future trends do you see for online video? #socpharm

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Thanks everybody for your participation. Would be happy to tweet further separately any time #socpharm

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@ I think it’s going to become more mobile, both in viewing and prodution (eg. flipcams) #socpharm

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@ Thanks SO much for sharing your insights with us so generously. #socpharm

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@ You’re more than welcome. It was my pleasure. #socpharm

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Thanks everyone– have a wonderful week! #socpharm

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I’ll post the transcript & tweet the link. #socpharm will be taking a holiday break for 2 weeks, see you in the new year on January 5th!

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RT @ Thank you @! #SOCPHARM

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Happy holidays! #socpharm

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@ Rob, thanks so much to both you and @ for a great chat #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 has been invited to speak at industry conferences and quoted in publications. As @eileenobrien she moderates the #SocPharm tweetchat the first Wednesday of every month at 8 pm ET which discusses pharma marketing and social media. She can also be found on Google+.

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