This is the transcript of my interview last month with Sermo’s Daniel Palestrant on the announcement of the deal between Sermo and the AMA
Matthew Holt: This is Matthew Holt with The Health Care Blog and a quick impromptu podcast today, because I have on the line with me Daniel Palestrant. Daniel’s the CEO of Sermo, and we’ve had Daniel on the blog before a couple of times. Those of you reading the blog know that Sermo is one of the leading online physician communities, and Daniel of course will be at the Health 2.0 Conference coming up in September. Daniel, how are you today? And after you’re done with that, you have some interesting news. So tell us.
Daniel Palestrant: That’s right, Matthew. Thank you for having me. I really always appreciate the opportunity to speak with you and the many readers of the Health Care Blog. As you mentioned, we’re very much looking forward to the conference later in the year; it sounds like it’s going to be quite a show. As far as the news that we’re talking about on this particular interview, it’s a strategic announcement being announced between Sermo and the American Medical Association.
Matthew: So tell us a little bit about what that’s going to mean for Sermo, for the AMA, and for the future of doctors in communities online.
Daniel: Well, this is a relationship that’s actually been in the works for several months now; I’d almost say going on a year. There’s many different ways to look at the relationship. Sermo, of course, is the largest online physician community. Now, with almost 16,000 physicians, growing at anywhere between 500 and 1000 physicians a week. The AMA, as I’m sure most of your readers know, is the premier physician advocacy organization in this country. Indeed, it probably has the exclusive franchise as being the voice to represent all physicians in the United States. So, as Sermo gained more and more momentum, it became more and more logical for us to look to have some sort of a partnership with the American Medical Association. Indeed, it was the members of the Sermo community who started putting more and more clarity around what that relationship would look like.
So it is multi-faceted, but to touch on some of the key points, I’d say first off that this is a powerful way for the American Medical Association to tap into the voice of Sermo. If you think about it, there’s an interesting dynamic: You have the American Medical Association, which is among the oldest of the associations in this country, well over 150 years old and the essence of establishment institutions. Then you have Sermo, which is this grassroots – what some people might describe as Web 2.0 – phenomenon. Physicians in all walks of life and all phases of their career coming together and having a voice. So what Sermo does very effectively is create a place for those people to come together and for those voices to be heard – and then, within the unique Sermo architecture, for specific messages to come out. What the AMA does very well is to advocate for the messages of the physicians. That was the first cornerstone of this relationship: Sermo being a mechanism of allowing physicians to have their voices heard, and the AMA being an organization that’s uniquely suited to act on that voice.The second aspect of the relationship is a new paradigm in information and publishing. As many people might know, the American Medical Association is a publisher of several of the top medical journals, including the "Journal of the American Medical Association," or "JAMA." And then the "Archive" series, including the "Archives of General Medicine" and the "Archives of Surgery." Through the Sermo relationship, for the first time ever, Sermo members will be able to gain free full-text access of those journal articles, both current and archived versions, through Sermo. This will be free of charge; it will be part of being a Sermo member.The hope is that this will herald a new era in physicians’ being able to contribute to the academic literature and being able to comment in real time on the academic literature.The third component of the relationship is what you might call a co-development, where Sermo and the American Medical Association will be endeavoring to develop certain technologies for facilitating group discussion and group communication among AMA groups and AMA subgroups.