Consider an analogy: It's your first day at a new high school. You want other kids to like you and talk to you. You want to be part of the "in" crowd and you want to make a good first impression. You see a group standing together, and you walk up to join the conversation. Now, there are several ways you could do this, but only one of them will be beneficial for your social life.
One prescription for ensuring "safe" pharmaceutical advertising may be more Gov 2.0 answers like the Bad Ad program to help solve Gov 1.0 challenges.
The U.S. pharmaceutical industry has saved millions of lives and improved the quality of life for millions more -- here in the U.S. and abroad. Let's avoid taking the easy step of jumping on the pharma-bashing bandwagon without any recognition of the benefits that the pharma industry brings to all of us.
If you're "just running" the outward-facing part of the social media equation, it's difficult to truly leverage the insights of your audience. You need help from other team members who can actually effect the change your audience is asking for. You need them to be receptive to new ideas, and to implement changes where they need to occur.