Twittorial: Doctors Tweeting Insights with Peers

Imagine getting real-time feedback on how key opinion leaders (KOLs)  would engage with your disease state through a case study. A Twittorial let’s you do just that. A Twittorial is an advisory board using Twitter as the platform to facilitate the dialogue. Contracted KOL participants are provided with a case study. We recommend beginning with a patient case study to facilitate a robust discussion. After viewing the case study, KOLs are asked, “How would you respond?” The participants then tweet their responses in a private, closed chat.

In a case study about COPD discussed below, the Twittorial series educated on admission, discharge, and transfer (ADT), onset of action, and eosinophil subgroup analysis in a live thread.

As background, the impetus for the Twittorial idea was actually a client–an active Twitter user who engaged heavily with fellow cardiology followers/followees via social media. The question he posed to us was: “How can I leverage social media to gather insights and also connect with my customers?” To answer this question we birthed the Twittorial.

How the Twittorial works:

  1. KOLs are given a case study and asked how they would respond
  2. KOLs tweet their responses in a private, closed chat
  3. The moderator then asks follow-up questions to the group
  4. All tweets are compiled and shared with the group after the session
  5. A summary of the key insights is also provided to the group

The Twittorial series provides an opportunity for experts to share their insights and opinions on these topics in a live, interactive format.

Key benefits of the Twittorial include:

  • Engaging and educating HCPs in new and dynamic ways
  • Facilitating open- or closed-forum knowledge transfer
  • Promoting recurrent participation due to flexibility and convenience

We wanted to test this pilot program with a few select cardiologists who are equally active on Twitter. Twitter has the capabilities we were looking for in terms of privacy and the ability to moderate with ease. The platform allows for learning, sharing, and communicating in a dynamic environment.

Case study overview:

  • Created a first-in-class, moderated Twitter advisory board pilot series used to obtain insights into challenging clinical cases, build awareness of gastric myoelectrical activity (GMA) core strategic focus, and engage KOLs through a unique two-way exchange of information
  • Created a memorable experience for the advisors during which they responded not only to the moderator but also to each other, thereby generating a 360 dialogue
  • Highly effective with >60 tweet responses garnered within a 24-hour period

Case study key learnings:

  • HCPs will share their own content/assets. The first reply to the moderator in response to the case study was a self-written publication
  • HCPs find the discussion on the Twitter platform valuable. 100% of those who completed our evaluation said “yes,” the discussion was valuable
  • HCPs found the duration of the discussion to be adequate. The duration allowed our advisors to engage at their own convenience, with 100% of participants engaged throughout the 24-hour period
  • HCPs want to participate in another Twitter advisory board, in part because this advisory board did not require travel or a large time commitment in one sitting
  • HCPs felt encouraged to participate freely. The advisors responded not only to the moderator but also to each other; they shared their opinions freely

The Twittorial series is a unique opportunity for experts to share their insights and engage in a robust dialogue with other professionals. In this case study, participants were able to learn about ADT, onset of action, and eosinophil subgroup analysis. We hope that you found this case study helpful and informative. If you have any questions or would like more information, please don’t hesitate to reach out to us.

by Michelle Wolfson

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Global Head of Innovation

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.


Group Account Director, Digital Solutions

Beth is a successful marketing veteran with 20 years driving groundbreaking omnichannel programs for Fortune 500 companies. She loves to uncover the deeply felt customer insights that bring your brand from ideas to actions. Beth has won multiple industry awards, from Best Website at DTC Pharma Awards to Most Innovative Programs at the Webby Awards.

In her free time, Beth loves to spend time with her niece and nephews, and tries to stay balanced between the gym, the beach and the runway.

Chris Mycek

Vice President, Enterprise Solutions

Recognized as a top-tier strategic marketer, technologist and growth leader, Chris’ experience includes more than 20 years of experience in supporting the development of corporate, brand, and digital marketing for multi-national organizations in the life sciences, consumer packaged goods, consumer electronics, financial services, and food industries. He has designed and delivered educational content his entire career, and Chris’ clients have included MARS, Procter & Gamble, Prudential, Pfizer, Alcoa, Hasbro, Barilla Pasta, Johnson & Johnson, Unisys, Samsung, Campbell’s Soup and Harley-Davidson.

Having started his career at Johnson& Johnson on the OTC & Rx business, Chris has extensive client and agency side experience. He’s held leadership roles at Publicis and Cognizant Technology Solutions, as well as innovative emerging companies both privately held and private equity backed, and currently serves as a board advisor for multiple technology start-ups. His track record in developing category-leading business strategy has paralleled his ability to integrate new channels and technologies that create competitive advantages.

He earned a B.A. in Economics from Middlebury College, where he also studied psychology and art history. Chris lives just outside of Philadelphia near Valley Forge National Park, has three adult children who work in the Life Sciences, enjoys spending time outdoors with his wife Barbara. In his spare time, he can most often be found fly fishing and hiking with his Border Collie Winifred. He also enjoys playing various string instruments when the muse strikes.


Global Head of Innovation

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.


Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.


Executive Vice President

With more than twenty-five years of pharmaceutical and digital marketing experience, he is a thought leader who utilizes analytics and adult learning principles to design and develop creative, high-impact, marketing and communications solutions for the healthcare industry. Jeffrey creates programs that remove friction and create insights from the brand/pharma work process; his projects have ranged from comprehensive omnichannel, CRM and compliance initiatives to complex technological solutions that that educate and enhance communication in the healthcare ecosystem. 

Jeffrey has served over fifteen years on agency leadership teams and has headed up strategy, technology, creative, communications, and analytics groups. He has helped top brands navigate a fascinating and rapid convergence of omnichannel communications and technology, and his clients have ranged from global pharmaceutical companies and brands to emerging biotech and medical device companies.

Jeffrey received his bachelor of arts degree from Skidmore College and an MBA in international finance from the Stern School of Business at New York University. He has an unquenchable curiosity for technology and innovation.

To unplug, Jeff loves to cook and entertain family and friends, as well as listen to and travel for live music and concerts.

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