Members of the invitation-only community will be asked to take part in both individual and group activities, and will have blogs, forums, message boards and polling tools at their disposal.

eVillage has already been trialled on several projects, Insight said, including one for NHS London to develop a campaign to raise awareness of the importance of HIV testing.

Insight Research Group MD Nicola Cowland (pictured) said: “Social media, co-creation and other interactive, digitally grounded approaches to research continue to evolve and emerge as a focus for the pharmaceutical marketing world in 2011 and beyond.”