The roles of consumers and corporations have changed significantly since the rise of the Internet. YouTube is only the latest manifestation of a broader trend: consumers have the ability to voice opinions about products and brands, and there is now little standing in their way.
In today's consumer-driven world, more patients are turning to social media sites, blogs, and online support groups to discuss their healthcare needs with other patients. Pharmaceutical companies face a daunting task of communicating with consumers in a way that encourages trust and engagement under the scrutiny of possible adverse events. In this report, we focus on how healthcare marketers can leverage their listening and communication strategies on Web 2.0, specifically around the FDA guidelines on reporting adverse events.