Amazing Social Media Campaign or Creepy Spam?

Pharmaguy interviews Jonathan Richman, founder of Dose and Expound. You might remember Jonathan as the creator of the blog Dose of Digital, which provided insights on the use of digital technology in healthcare marketing. We discuss the Melanoma Likes Me social media campaign, which won a Silver Award at the 2015 Lions Health Festival. Jonathan called this the "best healthcare social media campaign [he's] ever seen." Pharmaguy called it the "creepiest healthcare social media campaign [he's] ever seen." Can't we all just get along?