<p>I must be going soft. I actually caught myself feeling sorry for pharma marketers the other day.</p><p>In a moment of weakness, which you'll be glad to know is long gone, I thought, "It really must get pretty annoying being told your scared of social media all the time." Throwing the four words 'pharma', 'scared', 'social' and 'media' into Google brought me almost 40,000 results the oldest in the first three pages was from November 2008, the most recent from July this year.</p><p>For five years at least, we've been beating on pharma marketers about their fear of social media.</p><p>Predictably, the first link is to a post discussing "Four reasons why pharma is afraid of social media". The author, independent consultant Alexandra Fulford, recounts the usual litany of Pharma failings:</p><p><a href="http://blog.pharmexec.com/2013/07/19/social-medias-not-so-scary%E2%80%A6-now-for-social-business/">Keep reading...</a></p>