Web 2.0 in the Pharma industry is spoken elsewhere, but the need for clarity on its implementation and the benefits is not open. Pharma Industry can always look for newfangled means to approach the consumer and the physicians through Web 2.0.
On a quicker look on how companies execute thier web 2.0 startegy, here are some few strategies followed by big pharma.

GSK:
The blog is http://www.gsk.fr/avenirdelasante/. GSK's initiative was excellent where it debates issues, provide info on discussion of various hot topics. This is more to support the people as well as the healthcare system of France. However, this does not help to target customers but to act as a marketing tool to promote GSK and its ideas to all the stake holders in the value chain.
Pfizer:
Pfizerpedia, named similar to Wikepedia, is an extreme knowledge communicating platform. Its a information sharing site to Pfizers R&D and sales professionals. It has now more than 5000 content pages. Pfizer's colloboration with Sermo is another example that unveils the importance of Web 2.0 in this Industry.
J&J:
http://jnjbtw.com/ is the blog from J&J that directs events and news about J&J in the internet media.

epilepsy.com is a platform where companies such as Abbott, Valeant Pharmaceuticals and GSK engross wholly with the online community of epilepsy patients, families, and healthcare providers. This allows them to brand and act as a benefactor to the community.

Here is a sample presentation of Pfizerpedia.