It's more important than ever that brands are aware of what's being said about them in the social space, and that these perceptions are accurately reflected in brand assets and advertising, since any misalignment has the potential for backlash -- and it can come in the blink of an eye.

I do sincerely hope that the experimentation continues and above all, that those pioneers share with the rest of us the lessons they learn about how to bring social health games to the level of market penetration promised in the 1980

It's less about traditional advertising techniques and more about providing valuable and needed information to clinicians when and where they want it.

Picture this: You've been trying to get time to visit with a doctor in his office to speak with him about the newest offering from your pharmaceutical company. He's busy. He gives you the run-around. The whole time you're talking, he's thinking about other things. He quite possibly resents that you're there, which means he resents *you*.

Healthcare marketers should be at the center of the social revolution and using the above as a framework, we can all begin to deliver against its promise.

How can we market health and wellness better and motivate change? The key is to understand your customer and their attitudes towards health and wellness -- tailoring a message to resonate with each of these six segments.

Maintaining a presence on these new social platforms can provide a powerful, if subtle, marketing message: You're the type of doctor who "gets it," who is open to new approaches and who will be among the first to know about new treatments and new technologies. It's hard to think of a better message to convey about your practice.

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.