The AIDA model of Awareness, Interest, Desire and Action has served marketers well in understanding prescriber behavior, but in recent years social media has led to a significant decline in the value of this model. Consumers are seeking out the views of others and looking for two-way conversations before they decide to purchase a product or service. A new AIDA model is beginning to emerge that takes this two-way conversation into consideration – Awareness, Interaction, Dialogue and Action. But how can this model be interpreted into the highly regulated pharmaceutical world?