Sermo
Encyclopedia
Sermo is an online community
for physicians founded in 2006 by Daniel Palestrant. Open to only M.D.
s and D.O.s in the United States
, Sermo is a place for physicians to post observations and questions about clinical issues and hear other doctors' opinions.
reporting system. Reporting systems failed during Merck's
2004 Vioxx (Rofecoxib)
recall, which removed Vioxx, a Cox-2 inhibitor
, from the market due to an increased risk of myocardial infarction
(heart attack). Daniel Palestrant believed that an online forum could collect and filter these types of observations more effectively than existing systems. The site has since grown into a discussion board covering a variety of clinical topics.
Physicians can register after verifying their status as licensed, practicing physicians and receive a pseudonym
of their choice. This pseudonym and the doctor’s specialty are the only pieces of information that other doctors will be able to see automatically, making Sermo a credentialed, but anonymous
community. Doctors post observations and comments, create and respond to polls, and browse medical articles within the site. They can also create profiles, revealing more information about themselves. This ability, and the closed nature of the site, has led some sources to refer to Sermo as a “MySpace
for Physicians.”
The comparison isn’t quite apt, since Sermo is more of a vertical community (a type of virtual community
) than a traditional social network service
. Doctors use the site mainly to exchange professional opinions and insights in an anonymous environment, not connect to other people they know and share personal information.
Financial institutions may want to trade on the wisdom of crowds that polling a number of doctors can create, trusting that this group of specially trained individuals will be better at predicting events like FDA approval than the market. At least one Sermo client has profited from this information arbitrage. Health care companies and organizations such as the AMA may focus on discovering doctors’ usage patterns and may value direct access to physicians’ opinions and attitudes about health care today.
. The partnership will give doctors the ability to access AMA publications such as JAMA
. In return, the AMA received limited access to read content on Sermo and create postings to which doctors can respond directly.
This partnership ended in July 2009, for which Sermo reacted very violently against AMA. It is unclear what prompted this war between the two organizations, but it is likely due to the recent AMA endorsement of President Obama's healthcare reform attempt.
(an industry-funded lobbying group) have voiced concerns that incomplete and anecdotal reports will provide inaccurate information. They cite an early post on the site which raised concerns about Byetta (Exenatide)
that had not been reported in peer-reviewed literature. Sermo has responded by pointing out that the site is user-moderated, and that this post received (and most inaccurate posts would receive) no support.
Online community
An online community is a virtual community that exists online and whose members enable its existence through taking part in membership ritual. An online community can take the form of an information system where anyone can post content, such as a Bulletin board system or one where only a restricted...
for physicians founded in 2006 by Daniel Palestrant. Open to only M.D.
Doctor of Medicine
Doctor of Medicine is a doctoral degree for physicians. The degree is granted by medical schools...
s and D.O.s in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, Sermo is a place for physicians to post observations and questions about clinical issues and hear other doctors' opinions.
About
Sermo was originally imagined as an adverse effectAdverse effect
In medicine, an adverse effect is a harmful and undesired effect resulting from a medication or other intervention such as surgery.An adverse effect may be termed a "side effect", when judged to be secondary to a main or therapeutic effect. If it results from an unsuitable or incorrect dosage or...
reporting system. Reporting systems failed during Merck's
Merck & Co.
Merck & Co., Inc. , also known as Merck Sharp & Dohme or MSD outside the United States and Canada, is one of the largest pharmaceutical companies in the world. The Merck headquarters is located in Whitehouse Station, New Jersey, an unincorporated area in Readington Township...
2004 Vioxx (Rofecoxib)
Rofecoxib
Rofecoxib is a nonsteroidal anti-inflammatory drug that has now been withdrawn over safety concerns. It was marketed by Merck & Co. to treat osteoarthritis, acute pain conditions, and dysmenorrhoea...
recall, which removed Vioxx, a Cox-2 inhibitor
COX-2 inhibitor
COX-2 selective inhibitor is a form of non-steroidal anti-inflammatory drug that directly targets COX-2, an enzyme responsible for inflammation and pain. Targeting selectivity for COX-2 reduces the risk of peptic ulceration, and is the main feature of celecoxib, rofecoxib and other members of this...
, from the market due to an increased risk of myocardial infarction
Myocardial infarction
Myocardial infarction or acute myocardial infarction , commonly known as a heart attack, results from the interruption of blood supply to a part of the heart, causing heart cells to die...
(heart attack). Daniel Palestrant believed that an online forum could collect and filter these types of observations more effectively than existing systems. The site has since grown into a discussion board covering a variety of clinical topics.
Physicians can register after verifying their status as licensed, practicing physicians and receive a pseudonym
Pseudonym
A pseudonym is a name that a person assumes for a particular purpose and that differs from his or her original orthonym...
of their choice. This pseudonym and the doctor’s specialty are the only pieces of information that other doctors will be able to see automatically, making Sermo a credentialed, but anonymous
Anonymity
Anonymity is derived from the Greek word ἀνωνυμία, anonymia, meaning "without a name" or "namelessness". In colloquial use, anonymity typically refers to the state of an individual's personal identity, or personally identifiable information, being publicly unknown.There are many reasons why a...
community. Doctors post observations and comments, create and respond to polls, and browse medical articles within the site. They can also create profiles, revealing more information about themselves. This ability, and the closed nature of the site, has led some sources to refer to Sermo as a “MySpace
MySpace
Myspace is a social networking service owned by Specific Media LLC and pop star Justin Timberlake. Myspace launched in August 2003 and is headquartered in Beverly Hills, California. In August 2011, Myspace had 33.1 million unique U.S. visitors....
for Physicians.”
The comparison isn’t quite apt, since Sermo is more of a vertical community (a type of virtual community
Virtual community
A virtual community is a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals...
) than a traditional social network service
Social network service
A social networking service is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities. A social network service consists of a representation of each user , his/her social...
. Doctors use the site mainly to exchange professional opinions and insights in an anonymous environment, not connect to other people they know and share personal information.
Clients
Unlike most social networks, Sermo does not make money by advertising to its users. Instead, Sermo makes money by selling access to physicians’ anonymized comments and polling data to financial institutions, health care organizations, and governmental bodies. Clients have the ability to read doctor’s comments and create a limited number of postings (identified as Client Postings) to which doctors respond. Clients have different reasons for seeking access.Financial institutions may want to trade on the wisdom of crowds that polling a number of doctors can create, trusting that this group of specially trained individuals will be better at predicting events like FDA approval than the market. At least one Sermo client has profited from this information arbitrage. Health care companies and organizations such as the AMA may focus on discovering doctors’ usage patterns and may value direct access to physicians’ opinions and attitudes about health care today.
Partnership with the AMA
In May 2007, Sermo announced a partnership with the American Medical AssociationAmerican Medical Association
The American Medical Association , founded in 1847 and incorporated in 1897, is the largest association of medical doctors and medical students in the United States.-Scope and operations:...
. The partnership will give doctors the ability to access AMA publications such as JAMA
Journal of the American Medical Association
The Journal of the American Medical Association is a weekly, peer-reviewed, medical journal, published by the American Medical Association. Beginning in July 2011, the editor in chief will be Howard C. Bauchner, vice chairman of pediatrics at Boston University’s School of Medicine, replacing ...
. In return, the AMA received limited access to read content on Sermo and create postings to which doctors can respond directly.
This partnership ended in July 2009, for which Sermo reacted very violently against AMA. It is unclear what prompted this war between the two organizations, but it is likely due to the recent AMA endorsement of President Obama's healthcare reform attempt.
Criticisms of Sermo
Some pharmaceutical companies and PhRMAPharmaceutical Research and Manufacturers of America
Pharmaceutical Research and Manufacturers of America , founded in 1958, is a trade group representing the pharmaceutical research and biopharmaceutical companies in the United States. PhRMA's stated mission is advocacy for public policies that encourage the discovery of new medicines for patients...
(an industry-funded lobbying group) have voiced concerns that incomplete and anecdotal reports will provide inaccurate information. They cite an early post on the site which raised concerns about Byetta (Exenatide)
Exenatide
Exenatide is a medication approved in April 2005 for the treatment of diabetes mellitus type 2. It belongs to the group of incretin mimetics and is manufactured by Amylin Pharmaceuticals and Eli Lilly and Company....
that had not been reported in peer-reviewed literature. Sermo has responded by pointing out that the site is user-moderated, and that this post received (and most inaccurate posts would receive) no support.