KEY TAKEAWAY: Every year social media, Twitter, has been increasing during ASCO. Not only among doctors and pharma companies, but among patients and caregivers as well. It’s time to separate the facts from the promotion at ASCO.
Cancer patients, and caregivers, are very active in social media looking for any possible new treatments that could help them fight this horrible disease. Pharma is also very active, but their promotional tweets are not meant for patients as preliminary research is too new to digest.
Pharma’s tweets are targeted not only at doctors, but at Wall Street as well. Good preliminary results can often boost a company’s stock even though there is a lot more testing that needs to be done.
ASCO Needs to Take Charge of Their Social Media
ASCO, in promoting their conference, has done a great job with social media, but they now need to help the right audience get the right message(s) . Tweets should be segmented by the intended audience rather than one hashtag fits all. Above all ASCO needs to make clear that trial results are preliminary and that more clinical trials may be needed to ensure the recommended treatments are effective.
Cancer patients are often desperate to find new treatments that can help them live a good quality of life while their bodies fight off the disease. Drug companies need to understand that a lot of patients are desperate and want to try anything to fight cancer and its horrible effects , but overpromising via promotional tweets can do more harm than good.