From Twitter 09-25-2009

• 06:20:59: Think it's viable? RT: @pharmaguy If only this were NOT a mock site created by u. re paharmaco solciting AEs via widget: http://bit.ly/U9P9v
  
• 07:28:50: PhRMA 08 revd guidelines stated all print ads shld incl FDA Medwatch 800# & Web URL for AE reporting? No rec. 4 websites. WTF. @pharmaguy
  
• 07:38:21: Health Leaders Media: "Health System Uses Social Media to Recruit Physicians': http://tr.im/zIiu (@seaboardhcs)
  
• 07:40:41: RT @pharmaguy: Put this FDA widget on ur brand.com site & ur SM AE reporting worries r over: http://pic.gd/774fa9 (JST MOCK UP by @skypen!)
  
• 07:47:54: Other option: "click 2 talk/chat"- staff call center; pharmacos pay yearly fee, run by 3rd party, feeds real-time database, MDs can access.
  
• 09:08:20: Perhaps a combo: phone tree, trained operators, & RNs - with a triage algorhithm. RT @RandstadPharma: who staffs the call center?
  
• 09:54:30: Voice of San Diego: "My Grandmother Out-Tweets Your Biotech": http://tr.im/zJ6t (@davidwash @Peterpitts) #fdasm
  
• 09:58:02: Thanks 4 the summary Ellen! RT @ellenhoenig: Pharma Marketers: A Few Takeaways RE: PharmaMed Conference. http://bit.ly/GajK1 #pharmamed
  
• 11:05:47: RT @shwen: @pharmaguy: "Pharma Hot or Not": http://twitpic.com/j36qu
  
• 11:10:35: Thanks 4 FF & ditto! FOLLOW THESE GUYS: @cheyennejack @pharmaguy @chickalishus @RandstadPharma @shwen #followfriday #followpharma
  
• 11:30:09: @fardj I just report the news. AMERICA VOTED and U R 1 of "PHARMA'S HOTTEST BLOGGERS" @shwen @pharmaguy: http://twitpic.com/j36qu
  
• 11:36:31: THANK YOU @JNJComm for the #followfriday . I would do the same back but I think *everyone* already follows you! :)
  
• 11:42:38: Re-tweet a gr8 post. 5 new followers. Tweet something semi-intelligent. 10 new followers. Have @pharmaguy say ur good looking. PRICELESS.
  
• 11:47:56: And stack the deck? U have an unfair advantage as is! RT: @pharmaguy I could have given you a MUCH better photo had I known abt it. ;-)
  
• 11:50:35: And next time u go 2 hooters...RT: @pharmaguy @skypen I live vicariously through u! Nxt time u go to Italy I wnt daily posts & flickr updts!
  
• 12:00:41: Interesting use of twitter, hashtag & SMS by pharma: http://tr.im/zJL5 (@AstellasUS)
  
• 12:02:34: I sense #jealousy :) RT @a0k: the growing #bromance btw @skypen & @pharmaguy is so awkward & so amusing. #pharma
  
• 12:23:35: @a0k had no idea #bromance was a hashtag :)
  
• 13:07:44: This will come back 2 haunt me. I just know it! :) RT: @pharmaguy @a0k I live right outside the city of "brotherly love" ya know.
  
• 13:55:03: Thnx 4 this. RT @JNJComm: RT @SusannahFox: In case you're a fan: @Pew_Internet on Slideshare http://bit.ly/20ztHe
  
• 13:58:09: RT @JaeSelle: "6 Steps 2 Getting Your Healthcare Social Media Idea Approved" http://su.pr/1jUzvS RT @jonmrich
  
• 14:00:44: Does any1 know whether twt invitations 2 join some1's "Mafia Family" r auto-spam or real, authorized invites? (My uncle Vincenzo is pissed!)
  
• 14:07:19: Both. RT @rlewis: Fabio what tools do u use 2 deploy client SM? Updates 2 each platform independently or managed thru aggregator tool?
  
• 14:39:27: Diff. aggregators 4 diff. purposes. 4 core aggregation, Yahoo! Pipes rocks. @rlewis
  
• 14:40:22: @rlewis know OF shoutlet, never used. Just took a quick look. Seems interesting. DM me 4 further discussion :)
  
• 17:04:31: Pharma Marketing Blog: "Some Pharma Marketers Can't See the Unbranded SM Forest 4 the Branded SM Tree": http://tr.im/zL9r (via @durbaniak)
  
• 19:10:33: Worth the grin. "The Stupidest Article About Social Media Ever": http://tr.im/zLDy (@comprendia @Zee @maverickny)
  

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Health System Uses Social Media to Recruit Physicians

Source: Health Leaders Media

Written by Marianne Aiello, for HealthLeaders Media, September 23, 2009

When Geisinger Health System in Danville, PA, was having trouble recruiting gastroenterologists earlier this year, Cathy Connolley knew it was time for an innovative strategy.

"When recruiting gastroenterologists we traditionally would do print ads in different medical journals and direct mail," says Connolley, Geisinger's associate vice president of marketing. "But this time, we weren't getting the types of responses that we were looking for."

So the Geisinger marketing team worked with Zero-In Recruitment Marketing, a Bloomsburg, PA, firm, to create a social media physician recruitment campaign.

Zero-In began integrating social media into many of their clients' recruitment efforts because it realized that the majority of physicians use the Internet to conduct their job search. According to a 2008 New England Journal of Medicines study, 71% of respondents said they hunted for jobs online. And the popularity of Sermo, a social networking site just for physicians, gives marketers some insight into how doctors spend their time online.

Geisinger wanted to develop a convenient, cost-effective way to communicate with physicians, Connolley says. "So we sat down with Zero-In and they walked us through what it would take to put a Facebook page up and direct gastroenterologists who met the criteria we were looking for to our page—and that tactic outpaced our direct mail approach and our email blasts."

Geisinger and Zero-In launched a Facebook page in January, which includes photos, recruitment event information, and links to the health system's site.

Attracting followers on Twitter
Seaboard Health Care Search, a physician recruitment firm based in Nashville, also worked with Zero-In to promote their brand via social media. But Seaboard focused their efforts on a different channel: Twitter.

"We're in a marketplace that is now shifting to people who are very young," says CEO William Herrington. "I'm always looking at how to position my organization to take advantage and get to physicians-in-training earlier."

Herrington's experience with physicians taught him that they have very little time to keep on top of medical news and other hot topics, so Twitter was the best medium for Seaboard to disseminate that information to busy physicians while building its brand.

The key to building a successful Twitter campaign is to provide people with useful information and not only promote your business, says Todd Cole, recruitment marketing specialist at Zero-In.

"You run a big risk of alienating your population by using social media as sales tools," he says. "We've been using Twitter to share information that's valuable to physicians and physician organizations and making Seaboard's name synonymous with those."

Seaboard's Twitter account posts links to articles that physicians may find interesting from a variety of sources.

"We're trying to develop an educational aspect to let physicians know what's going on," Herrington says. "We want to get to the point where they don't have to use us and we can still educate them and they will have a positive viewpoint on Seaboard healthcare because we're actually giving them something."

Turning fans and followers into employees
In addition to promoting positive brand awareness, social media sites are effective marketing tools because there are many ways to track their results. Though Geisinger and Seaboard's campaigns are in the early stages, both organizations have already seen an impact on their recruitment efforts.

Geisinger, for example, sent out a direct mail piece to a list of gastroenterologists with a link to a job listing page. Just four people who received the mailing visited to the Web page. When Geisinger posted the same job-page link on their Facebook page, 17 people clicked on it.

The health system has since hired three gastroenterologists, one of which can be directly attributed to the success of the Facebook page.

Seaboard has heard a lot of positive feedback from physicians and clients about their Twitter account, Herrington says.

"People are actually clicking on the information we're putting out and sharing it with the people who follow them," Cole says. "We can track the trend and the effectiveness of what we're putting up and the traffic that we're getting through URL-shorteners. We're sprinkling the business information in right now, and eventually we can make it a 60/40 split [between news and recruitment information]."

Before embarking on a social media recruitment campaign, healthcare organizations must commit resources to update the sites at least daily and decide how to bring useful information to their target audience, Cole says.

"The first thing people need to realize is it's not meant to be a job board," he says. "If you're going to take it on by yourself, you have to make sure you have someone who's going to dedicate time to it daily. You have to make sure your light is always on so people know to stop by."

From Twitter 09-24-2009

• 12:07:34: BREAKING NEWS: John Mack (@pharmaguy) gives up bIogging to pursue new entrepreneurial venture in the t-shirt business: http://tr.im/zDmi
  
• 13:49:49: THANK U EILEEN! RT @EileenOBrien: @slarcker @skypen Nice quotes in the PharmaExec social media article: http://bit.ly/v5qof
  
• 16:25:30: Nice :)RT: @slarcker pharmexec: "An Open Conversation," quoting me & my @Digitas_Health colleagues RE: social in pharma! http://bit.ly/PE7cW
  
• 17:59:06: @pharmaguy -- AE reporting, Universal FDA Widget ... John, remember this idea? http://tr.im/zEZ3
  
• 18:07:46: Marc Monseau explains Y TWTR has not changed how J&J communicates: http://tr.im/zF1g @stevewoodruff @eileenobrien @EngagementStrat @JNJComm
  
• 18:13:03: No idea why it requires FIREFOX instead of working in Google's own Chrome??? RT @ellenhoenig: RT @PhilBaumann: Google's SideSwipe/SideWiki
  
• 18:16:33: What you must do 2 prep 4 FDA Public Hearing on Social Media: http://tr.im/zF5q - As always, thank U Mark (@eyeonfda) - GR8 post 4 industry
  
• 18:25:02: 2Day's Headline from @Pharmaguy: "Pharma Spends More DTC $$ on Web vs. Newspapers"; 2012 Headline: "Pharma Spends More $$ on Web. Period."
  
• 18:28:40: RT @Roche_com: Interesting poll results on @mhuckman ‘s blog about twitter and the biopharma industry: http://www.cnbc.com/id/32987936
  
• 18:51:46: @mhuckman RE: ur post- actually Lilly IS on Twitter, just not in a corp way. They sponsored medscape tweets from lung conf & @LlyOncOnCanvas
  

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From Twitter 09-22-2009

• 05:00:42: @swoodruff writes: "Coming Up: A Big Week in Pharma Social Media" http://tr.im/znDj
  
• 06:01:16: NPR HEALTH BLOG: FDA Wades into Social Media, ready to talk Web 2.0 ... on the eve of Web 3.0: http://tr.im/znBk #FDASM
  
• 16:08:00: THANKS! RT @ellenhoenig: @skypen : like your 5 tips in - PharmExec article, "An Open Conversation," http://bit.ly/PE7cW
  
• 16:21:32: Nice Insights & Analysis by @rohitbhargava "How Doctors Are Using Social Media": http://tr.im/zrOg
  
• 16:24:40: Thanks @shwen, took you long enough! : ) "Pharma Twitterama - Lessons Learned from a Pharma Company that Uses Twitter": http://tr.im/zrRd
  
• 16:26:54: Nice primer by Jay Krall: "Regulation & healthcare in social media": http://tr.im/zrRO (via @socialmedia2day)
  
• 16:27:54: RT @pharmaguy: #fdaSM Are J&J Agents Trolling for Adverse Events on the Internet? FDA should read this. http://bit.ly/uZfWB
  
• 16:40:50: GR8 PODCAST (http://tr.im/zrSy) hosted by @pharmaguy w/exl Dig. Phrm chair @Shwen RE: DigPhrm (http://tr.im/zrTA) & SM @DigitalPharma #fdasm
  
• 16:49:49: NEW: @PHARMAGUY PODCAST on FDA & Soc Med: http://tr.im/zrSy. THE thought leaders talk: @shwen @bradatpharma @fardj @swoodruff, etc. #fdasm
  
• 16:53:59: @swoodruff: "If FDA continues 2 believe the current guidance is fine, we're not going 2 get very far": PODCAST: http://tr.im/zrSy #fdasm
  
• 16:57:48: @pharmaguy: "All pharma companies such tweet during exl's Digital Pharma & engage in 2 way dialog" PODCAST: http://tr.im/zrSy
  
• 16:58:49: THANK U! RT @JaeSelle: @skypen Congrats on the great piece in PharmaExec. LOVE the "Key Pathways 2 Social Media Success" http://bit.ly/NfemH
  

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From Twitter 09-21-2009

• 05:00:38: Biggest news since Fri (also biggest news of the year), FDA calls hearing to discuss Drug Promo via Web and Social Media: http://tr.im/z65H
  
• 06:00:56: The tweet heard round the web: FDA calls public hearing to discuss Drug Promotion via Web & Social Media: http://tr.im/z65H
  
• 11:08:14: RT @blueeyepath: Why Non-Pharma Marketers should Care about FDA Hearing on Drug Promo & Social Media http://tinyurl.com/l9e3gx #FDASM @shwen
  
• 11:27:21: RT @RosettaHC: MM&M story on FDA public hearing on internet/social media in pharma: http://bit.ly/2VYULk #hcsm #hcmktg #FDASM
  
• 12:33:53: FDA's Janet Woodcock at FDLI Conf: The Way people communicate, esp. SOCIAL MEDIA, key driver of change 2day: http://tr.im/zkp8 (@eyeonFDA)
  
• 13:23:15: FDA Hearing on Drug Promo via Web & SM: 1.Take SURVEY: http://bit.ly/eYazv 2.Discuss on SOCIALPHARMER: http://tr.im/zkFQ 3.TWT abt it #FDASM
  

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From Twitter 09-20-2009

• 14:18:25: @Pharmaguy posts survey (http://bit.ly/eYazv) 2 help prep response 2 FDA pub hearing on Drug Promo via Web & Social Media: http://tr.im/z65H
  
• 15:43:35: Not sure I follow. What do u mean? RT @avivagabriel: Wish @Pharmaguy gave REAL reasons for soliciting survey respondents...
  

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From Twitter 09-19-2009

• 07:46:02: I'm digging Google Fastflip ... anyone else checked it out? http://fastflip.googlelabs.com/
  
• 10:31:59: FDA agrees w/@pharmaguy's survey findings, decides 2 convene public hearing to inform guidance on use of Int & SM: http://twitpic.com/iavi4
  
• 18:33:48: GR8 POST! RT @WendyBlackburn: wht do Alaska & pharma marketing have in common? Find out in this post: http://bit.ly/Kn8VU #followpharma
  

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