According to the Press Release from Sermo:
The American Medical Association (AMA) and Sermo today announced a collaborative agreement to empower physicians by making their collective voice heard in a way never before possible. By teaming with Sermo, the AMA will be able to address important professional and public health issues in a multi-phase, multi-year alliance aimed at improving medical practice, physician advocacy, and patient care.
This will include:
…a “Discuss on Sermo” link in AMA print and online publications, including the AMA’s award-winning American Medical News, which reach more than 350,000 physicians. This new link will allow physicians nationwide to immediately discuss, survey, and corroborate opinions about the latest health care news and research.
Plenty of academic and public librarians have stressed the importance of being where their patrons are and having a presence in Facebook or MySpace. This announcement may indicate that a greater number of physician patrons are going to be using Sermo. Perhaps your medical library(/librarian) should, too.
The Health Care Blog also has an interview with Sermo CEO Daniel Palestrant about the deal:
If the inline player doesn’t suit you, you can download the interview as an mp3 here.