- The document discusses how digital technologies and social media will dramatically impact the pharmaceutical industry in the coming decade. - Doctors and patients will have more information and influence through online networks, requiring drug companies to engage in more open dialogue than traditional selling. - Pharmaceutical companies must become active participants in online health communities rather than just observing, to transform relationships with doctors and patients and address challenges to their public image and business model. - The industry will need to shift culturally to a more collaborative, multi-channel approach through social media and customer portals to keep up with an empowered, digital-savvy customer base.