Over the past two months, the difference in Buzz scores between the two groups has begun to diminish, returning to nearly where they were before the campaign.

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Part of the key would be that the drug would sell itself--perhaps by getting buzz on the science of the medicine among doctors and patient groups.

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In other words, users will be able to invite groups of friends from their e-mail accounts or Facebook profiles and link their buzz.com activity to those sites rather than replicating their social-networking networks on buzz.com.

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