Communication is at the heart of effective relationships in health. Social health: Accountability. Multiple sclerosis - seriously annoying whereas medical professionals just dealing with the serious It takes a village to beat a disease. Providers and payers and other big brands can add value as stewards in the community either directly or indirectly. Patient communities are pretty bright and will often moderate themselves more effectively. 80% of patient bloggers blog under their own name. Most are on public platforms such as Wordpress or blogger. Diagnosis and living with a condition are two totally different worlds. The patient narrative brings meaning out of chaos for other patients. Pharma hasn't learned to be stealth enough to last long in online communities. Brands need to be brutally honest about their motives for engagement and then show that they are listening.