Pfizer Inc and Sermo, the largest online physician community in the US, have announced a strategic collaboration designed to redefine the way physicians in the U.S. and the healthcare industry work together to improve patient care. Sermo is a Web-based community where physicians share observations from daily practice, discuss emerging trends and provide new insights into medications, devices and treatments. Through this collaboration, Sermo’s community of physicians will have access to Pfizer’s clinical content in tangible ways that allow for the transparent and efficient exchange of knowledge. With access to comprehensive and up-to-date information on Pfizer products, physicians will be able to find the data they need, when they need it, to make informed decisions. Pfizer, working together with Sermo’s physician community and other Sermo partners, plans to pursue a number of key objectives through this collaboration, such as discover, with physicians, how best to transform the way medical information is exchanged in the fast-moving social media environment and create an open and transparent discussion with physicians through the innovative channel offered by online exchange, engage with the FDA to define guidelines for the use of social media in communications with healthcare professionals and work with physicians to develop a productive exchange between pharmaceutical professionals and the Sermo community.