The South by Southwest festival will host expert panels on health care this year: "One panel will discuss whether or not physicians should use Facebook, while another will address the emotional impact of Twitter and other social media. A discussion dubbed 'Geekfit: How to Embrace Technology and Healthy Lifestyles' will explore the long-term health risks of digital media obsession and long hours working in front of a computer. 'Social Health: Who Wants to 'Like' Hemorrhoid Cream?' will discuss Big Pharma's aim to move into social media. Mitch Rothschild, CEO of Vitals, a US-based matching service that links patients with their ideal doctors, will present his company's approach to digitizing the patient-physician relationship."