It's fair to say regulatory uncertainty has limited the pharmaceutical industry's uptake of social media. However, there will always be patients and physicians who will continue to engage in it.
As a client, be encouraged by the healthy debates these interactive social sites promote and don't be quick to censor. It is also an opportunity to discover what your customer truly thinks, so value feedback, some of which you can act upon.
Finally, be mindful of the pharmaceutical industry's regulatory terms within social media so you can manage any risk concerns.