In this conversation between Mark Bard and Milet Koo, they discuss the importance of social media in the pharmaceutical industry. Milet emphasizes that social media is at a pivotal point where technology advancements, along with the demand for personalization and human interaction, are driving trends. They highlight the need for pharmaceutical brands to engage in social media, understand their customers’ conversations, and develop tailored strategies for both consumers and healthcare professionals. Milet also addresses the challenges of balancing innovation with compliance, the evolving role of healthcare professionals in social media, and the complexity of measuring ROI in a multi-faceted digital landscape.