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The role of digital and social media in healthcare marketing and communications is rapidly evolving. With the advent of self-publishing technologies and the expansion of mobile connectivity, digital channels have empowered millions of people to communicate around the globe within seconds. Healthcare providers, patients, caregivers, advocacy groups, pharmaceutical, biotech, and medical device companies have become increasingly active in emerging digital channels such as social networks, online communities, blogs, and various audio/video sharing sites. As two-way communication becomes the information vehicle of choice for these audiences, uncertainty looms about the participation of companies in these channels, as well as the regulatory, legal and business implications of such engagement.
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