It’s for everyone. It’s for doctors – note the social networking site Sermo. Word today that pharma giant Pfizer will partner with Sermo to share information about its products with Sermo members through “HotSpots” which will be interactive and subject to moderation by the community. ClickZ reports:
The new tab-like HotSpots feature is intended to satisfy the doctors’ desire to interact with the industry, and Sermo’s decision to prohibit ads. It will allow companies like Pfizer to present information on clinical trials, drugs, or devices to the more than 30,000 doctors in the Sermo community. The branded tabs can be targeted based on discussion subject matter, keywords, or anonymous demographic data gathered through site registrations. Sermo is still determining a pricing model for the feature.
What is interesting to me here is that this seems to portend the beginning of a huge shift in the way drugmakers communicate with one of their most significant consituencies – doctors.
I’m guessing the free notepads and mugs will be with us for awhile.
Pfizer First of Many Pharma Partners for Doctors’ Community
related:
Audience: Ask “who,” not “how many”
