#SocPharm Tweetchat Transcript 4/6/2011

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

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

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

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

PR_in_Pink:
Welcome @jearch! Quick disclaimer… #socpharm

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

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

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

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

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

PR_in_Pink:
Hi @CiaranSB – thanks for joining! #socpharm

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

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

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

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

EileenOBrien:
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

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

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

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

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

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

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

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

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

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

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

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

jackbilson3:
T1: When you block #pharma from the world of social media you give an open invitation to others with much less noble intentions #socpharm

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

EileenOBrien:
RT @jackbilson3 When u block #pharma from tworld of social media u give an open invitation to others w/much less noble intentions #socpharm

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

PR_in_Pink:
@jackbilson3 Thanks for joining us tonight! #socpharm

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

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

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

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

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

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

PR_in_Pink:
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

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

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

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

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

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

jackbilson3:
T2: Upsetting pregnant people is never wise #socpharm

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

PR_in_Pink:
And they lost the March of Dimes support. Never good to lose 3POs either. RT @jackbilson3: Upsetting pregnant people is never wise #socpharm

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

jackbilson3:
T3: So much for those rumors that the UK and the EU were going to soften with patient communication #socpharm

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

PR_in_Pink:
@jackbilson3 I was surprised to see how hard they seemed to come down on social media comms also. #socpharm

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

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

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

PR_in_Pink:
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

jearch:
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

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

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

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

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

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

jackbilson3:
T3 Is optimisation the UK way of spelling optimization page 9 topic 9? #socpharm

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

PR_in_Pink:
@jackbilson3 That’s just the Queen’s English– very colourful #socpharm

jearch:
T3 optimisation, tomatoe, theatre, haemophilia #socpharm

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

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

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

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

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

jackbilson3:
@PR_in_Pink Mucho Thanks for the moderation #socpharm

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

CiaranSB:
Thanks @PR_in_Pink for gr8 tweetchat #socpharm

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