OK, how many took this article seriously?
Supposed social media guidelines on MMM.
How many passed it to co-workers without even reading it? Who thought it would impact their upcoming project? Of course, reading this through makes it apparent as an April Fools joke, either developed by the magazine, or done by a hacker getting into it.
The reality is that social media is already a viable communication channel in healthcare, and is being implemented responsiby, respectfully, and meeting whatever guidelines do eventually come up. Especially for unbranded, disease category communities, as noted in this Wiki on Dose of Digital.
Peer to peer advice and case based learning have always been powerful forces in medical decision making, for professionals and consumers.
When the real guidelines come out, they should take into account the positive good already taking place.