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In November 2008, consumer social network PatientsLikeMe published a report focusing on patient percpetions of the muscular dystrophy medication Tysabri after media reports appeared focusing new cases of PML experienced by individuals taking the medication.  According to Wikipedia, "progressive multifocal leukoencephalopathy is a is a rare and usually fatal viral disease that is characterized by progressive damage (-pathy) or inflammation of the white matter (leuko-) of the brain (-encephalo-) at multiple locations (multifocal)."

PatientsLikeMe found that: 

• Patients retained an overall positive view of Tysabri in the three weeks following the announcement of PML cases
• Open and honest communication of the PML cases by Biogen did not adversely affect patient perceptions of the Tysabri brand
• Safety concerns dominated conversation following the announcement but didn’t lead to a negative perception
• The benefit/risk ratio of Tysabri continues to be a main part of patient discussions about the medication

This study illustrates the potential benefits of patient social networks for health marketers seeking to better understand how media reports and market events influence attitudes and behaviors surrounding products, services and issues.