So what are the results? In my opinion, there are plenty of good examples, you can go to Jonathon Richman's well read blog Dose of Digital and see a nicely done Wiki that chronicles the many examples.
There are many promising examples, but nothing that really moves the needle that gets out of the echo chamber of insiders and industry pundits and really impacts patients in a positive way that really realizes their insights. [Full disclosure: That includes the efforts I have been responsible for in my role at Roche.]
I wrote last week that I think that collectively that Rx/Dx companies are using the lack of FDA guidance as a rather poor reason for not moving faster. Taking that a step further, I think the results for Social Media have been valiant attempts but if you talk to real people with real diseases who are on the receiving end of Rx/Dx social media efforts I think they would politely tell you that they aren't overwhelmed.
In the end we need to move way beyond baby steps and into real social media that is more involved, engaging, interesting, interactive and about the patient.
How do you do that? Again, it's getting beyond the multitude of reasons why the industry is not moving faster and coming up with ideas that provide value, that involves the patient and that they think is valuable; it's not what we think they think is valuable. It has to be about the patient.
Starting here may help.
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