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Are Healthcare Companies Now Marketing Storytelling to Consumers?

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Not in the pharmaceuticals space. You may find a few but the problem is adverse reporting, and so what the FDA requires is, if there's somebody who says I took Gleevec and I developed a blister. Well, if they put that on social media that needs to be filed as an adverse event, and if it's not filed there's an issue.

So that's really the core but the conundrum is with social media in the FDA.