In order to remain fair and balanced, you should see the counter point to the social media article I just posted...this one is titled "The real reason why Pharma hates social marketing"
Seems to me the fear of user generated content that could highlight adverse effects that may HAVE to be reported to the FDA is the major issue. The bureaucracy infrastructure that would have to be put in place to manage this could be more costly that the marketing itself.
Can this content be modreated and managed before being published ?
Would that help with the acceptance of Social Media tools ?