In this interview, Chris Tuleya, VP of eDR at Underscore Marketing, says that since consumers are more tech savvy today and want information anytime and anywhere. Brands need to adapt their strategies to address this new reality. He also notes how social poses a challenge for the pharma industry, since many users will not want to share medical or drug information. However, the chatter on the internet offers instant consumer feedback that can be a useful supplement to focus groups.