Has the need for attention and online social contacts been co-opted by Pharma? According to a study done by a national healthcare research company, physicians who participate in trade online social networks are writing 24 more prescriptions per week than physicians who are not engaged in such a way. While it is probably a little premature to equate online social networking with tech savvy (a comparison many marketers are apparently just dying to make), this form of information sharing takes the term “curbside consult” and runs with it. Portals such as Sermo (the largest and most entrenched) and Medscape are providing the means for dissemination of timely information; however, it was only a matter of time before it would be exploited by Pharma — in a good way, of course…. | LINK

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