Regina Holliday (@ReginaHolliday) writes: Most patients in the social media space were just regular people who began to speak out. In many cases they did that out of pain. Just as cattle’s brand is seared upon his flesh, the patient’s brand is seared upon their soul. The patient may brand themselves with their formal name:Regina Holliday, a modification of said name: e-PatientDave, a created name: Afternoon Napperor the name of the organization they have created: Colontown. They complete this painful process to spread their message be it focused on patient data access, patient empowerment or disease specific research and funding. So the primary brand in such discussions is the brand of self and those in marketing are interested in tagging along for the ride[…] We like to thank folks personally for the good work they have done. When we work on campaigns in Social Media we expect the support to be like a friendship: it goes both ways.