John Mack suggests that Pfizer look at this opportunity:

I think smoking cessation support is a perfect application for Web 2.0 (aka, social networking) technology. In fact, it has been done before with another smoking cessation drug . . .

. . . The particular precedent I am thinking of used online bulletin boards where smokers who were attempting to quit could share stories, experience and encourage one another. There was even an online “buddy”–a fellow traveler so to speak who shared your characteristics. You could draw on your buddy for more personalized support. These bulletin boards were linked to the product information supplied by the sponsoring pharmaceutical company (I forget which company). It was a great way for a brand to interact with an online patient community.