Traditionally, marketing is a controlled process wherein communication experts craft the message and then deliver it through the chosen medium. Web 2.0, however, upsets that process so that the message is crafted by anyone with a computer and internet connection.

What is a marketer in the life sciences to do? Should you be using Web 2.0 tools, such as blogs, wikis or communities? What will your legal and regulatory team allow? Should you respond to that video posted on YouTube that inaccurately positions your product?

Whatever you do, you can’t ignore it. Let CMS help you navigate through this terra incognita.

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