As the Diabetes Social Media Summit hosted by Roche approaches, I’ve been thinking and reading a lot about the question of Pharma engagement here. Is Social Media destined to be just another forum for them to push marketing mantras and build brands? Or can there really be valuable two-way interaction between the chronically drug-dependent (us PWDs, for example) and the industry that sells us our meds?
A whole lot of blogosphere debate is going on, at places like Pharma Marketing Blog, WhydotPharma, and ePatients.net.
As a “veteran” diabetes blogger and a relative newbie on Twitter, here are some of my current thoughts:
First off, why such a sharp focus on Twitter? If you ask me, Twitter is enjoying a somewhat outrageous popularity “bubble” at the moment that’s got everyone in a tither. Come on, do companies like Whole Foods really need a Twitter feed? What exactly is covered by “fresh organic tweets,” anyway? Yes, I know: they have over a million followers. But that doesn’t mean the whole exercise isn’t a bit inane.
Image: CoreyHarris.net
Still, I do enjoy tweeting myself. It’s addictive. But it certainly has its pros and cons -
Good stuff:
- you can connect with friends and acquaintances with similar interests
- great way to find links to interesting/offbeat sites and blogs
- entertainment value!
Bad stuff:
- it’s a huge time-suck
- loads of tweets are generic/stupid/inane
- advertising and spam is creeping in fast
For more on a patient’s-eye-view of the Twitter backlash, Scott Strumello’s ‘All You Twits’ post is a must-read.
Second, the problem I have with any big company’s Twitter feed or corporate blog, etc., is that the content is still generally created and controlled the old way: by corporate communications departments, and/or pricey agencies that aren’t really connected with anything big that would matter to a patient — for example, how to get your insurance company to cover the meds you desperately need. So why bother interacting with a simple PR channel? If it’s interactive at all…
Most of these feeds are not. John Mack of Pharma Marketing Blog points out that Novo Nordisk’s @racewithinsulin — its feed from race car driver Charlie Kimball on using Levemir — doesn’t actually follow any other Twitters, nor allow direct messages from anyone. It is “using Twitter as a one way information stream.” So they’ve taken the ‘social’ out of Social Media.
Have a look at John’s “three little pigs” story illustrating two bad and one good use of Social Media by Pharma companies. He thinks UCB has found the Holy Grail with the new community they’re planning to open on the Patients Like Me site. It will be both a place to interact, and to actually log and share statistical data on treatments. It constitutes another pharma-sponsored community, like ChildrenwithDiabetes now is. What remains to be seen is how much the sponsor’s presence will be felt…?
Which brings us to a third key aspect here: the potential conflicts of interest, for example, when journalists, bloggers, and other “influencers” find themselves “dining on pharma’s dime” (with our clothes on, thank you very much.) Does it compromise ‘Us’ to be hosted by ‘Them’?
I would argue not necessarily, if it’s done right. An occasional dinner or once-yearly Summit isn’t going to stop me from shouting out loud if the company in question does something unethical, exploitative, or just plain dumb.
In fact, the Diabetes Online Community had been in heated discussion about possibly pulling together some sort of conference for Adults with Type 1; we were pretty clear on the fact that we couldn’t pull it off without the sponsorship of one of the big Pharma companies, which have both a vested interest and the cash to make it happen. How would that be much different than hosting us ‘at their place’ for this upcoming Summit? And Roche isn’t dumb; they’re being very careful to organize this event in a way that no one feels compromised.
Image: Pharma Marketing Blog (John Mack)
In summary, all I do know is that we patients not only co-exist with these companies, we depend on them. And they depend on us. It’s a symbiotic relationship. Thus, we want and need to interact — not with hired mouthpieces, but with real employees (real people), who have real influence on what’s going on inside.
To date, nobody has the magic formula for how Pharma can do Social Media just right. So, um, why not ask the patient community directly? I give Roche a lot of credit for dipping in and giving it a go. It certainly will be fascinating to see what comes out of our on-site conversations this week…
Great Post Amy. I am very interested to see what comes of this summit tomorrow and Thursday. I have positive hopes but there is always that doubt factor because we are dealing with the Big Pharma. They may be throwing us a bone but we all know what their ultimate goal is:
To make money. Lets hope that doesn’t dominate this summit. Looking forward to finally meeting you in person.
Amy-
Excellent post on every level!
I’m a “Tweep” and love the social connection, but dislike the fact that I am continually bombarded with spam and advertising, especially in the “you can cure your diabetes in 30 days or less” arena.
And your right, it is “both a “fine line/and a symbiotic relationship between patient bloggers and Pharma companies.” I feel that if Pharma is willing to dialogue and listen to what real patients have to say – be it positive or negative, substantial changes can be made to benefit the patient in the long run.
As a consumer, a patient and Patient Blogger, I respect any company who listens to what their customers/patients wants and needs are, and are also willing to hear and acknowledge both the patients likes AND dislikes.
I think it’s commendable that Roche took the Social Media initiative by the horns and am very much looking forward to the next few days of discussions!
Kelly K
Honestly, about 15 years ago, when I started to really understand my relationship with health insurance and pharma companies, my perception of the relationship between me and them has often been that it’s more parasitic. I get to live and I get to pay an awfully high price to do that, and they get fat paychecks and big fancy houses.
The true nature of the relationship from a more objective standpoint is obviously more complex, but that’s how it *feels*. I’m someone who’s often driven more by how I feel than logic and fact (it’s an admitted character flaw) so it’s kind of hard to not feel a little bitter. In light of my perception of the relationship, as skewed as that view might be, I think it’s OK for us to ‘dine on their dime’. I can’t speak for the rest of the D-community, but they can’t buy me because they’ve already drained my pockets and to some extent, my morale.
I hope the summit and anything that comes of it ultimately empowers us rather than continues this feeling of being at their mercy (I’m fairly certain I’m not alone in feeling that we are), and that right there feels like a good reason to participate. We need a paradigm shift, and I hope this sparks one. Since they have the resources to get it started, I hope we can take advantage of the opportunity.
[...] Pharma on Twitter and Other Social Media: the ePatient’s Dilemma (diabetesmine.com) [...]
Nice post and I particularly liked that chirp re-tweet cartoon
If you’ve ever wanted to watch what happens at a large camp for kids with type 1 diabetes but haven’t found the time to volunteer your time yet (hint: they need you and they operate all over the country) keep up to date on the happenings at Texas Lions Camp via the medical director’s tweets at http://twitter.com/Dr_Steve_Ponder and his blog posts at http://challengediabetes.com
[...] bloggers to collaborate? What is in it for the patient? What is in it for pharma? Recently, Amy Tenderich mentioned something that is very true: we depend on each other. People with chronic conditions need [...]
[...] Pharma on Twitter and Other Social Media: the ePatient’s Dilemma [...]
[...] Recently, Amy Tenderich mentioned something that is very true: we depend on each other. People with chronic conditions need their therapies to survive and obviously pharma companies need to sell their drugs to “survive” (as a business). [...]
[...] Pharma on Twitter and Other Social Media: the ePatient’s Dilemma [...]
[...] Recently, Amy Tenderich mentioned something that is very true: we depend on each other. People with chronic conditions need their therapies to survive and obviously pharma companies need to sell their drugs to “survive” (as a business). [...]