Sermo.com, which was launched earlier this year and describes itself as the biggest online physicians' community, provides doctors with a venue to pose questions to colleagues, test theories, and sometimes identify trends and public health issues ahead of the game. The site has thus far decided not to accept money from pharma companies, but this could change. What remains to be seen is what type of opportunities the site will allow health advertisers to leverage; they must tread carefully while being mindful of user backlash to overtly promotional displays. At the very least, however, this site could provide pharma companies with valuable insight into the buzz that is circulating within the professional community, before it becomes common knowledge.

Article from CNNMoney.com