Over the past 10 years the internet has had a dramatic influence on all sectors of healthcare and recent research in the U.S. that has shown more consumers used the internet for health information than going to their doctor in 2008!  Social Media or “Web 2.0” tools and online sites where people can meet and get advice from other patients and consumers are growing rapidly.  How can the pharmaceutical industry start using social media to start engaging  in authentic conversation with their customers?