Drug Manufacturers need to step out of broadcast mentality and into the world of their customers - or literally consumers - but are reluctant to interact with us because they are sooo risk averse. The thing is, being risk averse is risky. So start some healthcare communities and social networks to give micromarkets a place to gather around the conditions and remedies that mean something to them. Sponsor it--you KNOW you got the dough, pharmas. Why not come in and play?