Co-creation in health brands?

There is certainly a macro trend-shift from Experience Economy (here is the experience we're creating for you) to Participation Economy (here is the space in which you can participate to create your experience.)


It's happening everywhere on the web, and it's also creeping into actual customer experiences (i.e. Linux, Lego Factory, Apple retail stores, self-service hotels). Yet there's an interesting challenge when it comes to health, science, and technology brands.

I was inspired by a post on http://brand.blogs.com and have been thinking about the concept of co-creation as it relates to our categories.

I'd be interested in your ideas on how to bring co-creation to life within a medical, pharma, biotech, or diagnostic brand setting.

Thoughts?