How can pharma build trust and credibility online?

Evidence suggests that while many doctors would like to access the wealth of information and scientific data that pharma companies hold, they often struggle to do so. This is because pharma has historically tended to simply promote products to doctors, rather than share its expertise and scientific data.

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http://www.pmlive.com/digital_handbook/online_audiences/online_physician_communities/building_trust_and_credibility_online/