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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Vice President, Digital Strategy and Customer Engagement

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

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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.


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Jon is responsible for all aspects of product delivery and technology development at blulava. Over the past 25 years, he has built best-in-class, innovative technology solutions for global brands within in the medical communications industry. Jon’s visionary leadership is driven by his passion for helping clients understand their particular business needs.

In his free time, Jon loves exploring different cuisines, listening to music, and traveling. He also enjoys gardening and working on home improvement projects.


Vice President, Digital Strategy and Customer Engagement

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.


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Jeff is an insights−driven marketing and communications strategist dedicated to helping companies grow, build brands, and deliver differentiated, multichannel customer experiences. He has served 15+ years on agency leadership teams, where he has headed up communications, strategy, technology, creative, and analytics groups. As a digital marketing veteran, he has helped brands navigate the fascinating and rapid convergence of omnichannel communications and technology.

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

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