We’ve seen analyses of blogs by physicians & nurses , medical bloggers , etc. However, the excellent article “Analysis of pharmacy-centric blogs: Types, discourse themes, and issues” by Jeff Cain (@jjcain00) is the first analysis of pharmacy-centric blogs. It appears in the the new issue of the Journal of the American Pharmacists Association and presents a balanced view of the pharmacy blogosphere. It found that social media promotes transparency (except for authorship). It also recognized that the degree of disinhibiton in the Web 2.0 world may have contributed to a substantial number of these blogs containing negative content about patients, pharmacy, and other healthcare professionals. Cain and Dillon categorized 136 pharmacy-related blogs into: news, personal views, student oriented, career focused, etc. Blog posts were also scored as positive (e.g. demonstrating empathy, supplying helpful drug information), negative (e.g. complaints, foul language), or neutral. Cain and Dillon asserted that despite three of the top four blog themes being negative, these blogs likely had no real impact on the public perception of pharmacy as their readership “likely does not extend beyond the personal acquaintances of the bloggers and others in the profession”. Overall, they found a variety of blog types with a preponderance of negative and derogatory posts. Some primarily positive ones were identified as well. The authors suggested the personal view blogs may be best used to educate student pharmacists and the profession about issues they will face.
 Lagu T, Kaufman EJ, Asch DA, Armstrong K. Content of weblogs written by health professionals. J Gen Intern Med 2008;23(10):1642-6.
 Kovic I, Lulic I, Brumini G. Examining the medical blogosphere: an online survey of medical bloggers. J Med Internet Res 2008;10(3):e28.