Sermo Connects Healthcare Investors to Physicians via Bloomberg

Friday, October 24, 2008 General News
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The Healthcare Exchange(TM) Adds New Transparency to Healthcare Investing,

Directs Information from Physicians to Analysts and Investors with Lightning Speed

CAMBRIDGE, Mass., Oct. 23 /PRNewswire/ -- Sermo, Inc. (, the world's largest physician-only online community, today announced the creation of The Healthcare Exchange(TM), a new forum that for the first time provides healthcare investors with instant access to exclusive medical information directly from 90,000 practicing physicians. The Healthcare Exchange, which promises to transform healthcare investment decision-making, is available exclusively via the BLOOMBERG PROFESSIONAL(R) service.

With one click on their Bloomberg screens, more than 280,000 analysts and investors worldwide will access reliable, real-time information from working physicians, providing investors with transparency that was never before available. Sermo is a connection to the front-lines of medicine through an entirely new channel that is the ultimate, real-time source of actionable intelligence about drug therapies, medical devices and treatments. For investors, Sermo offers the earliest possible source of market-changing events in healthcare long before information hits the newsstands and far ahead of the traditional information curve.

Investors and healthcare industry analysts will be able to ask questions of physicians, wresting control of information from the hands of the powerful few and allowing the real observations and concerns of doctors to be heard. No longer will any single organization or person have a stranglehold on information or an ability to silence diverse opinions. If a company says a new treatment or device is better, investors can now ask working practitioners who treat patients every day what they think.

"The Healthcare Exchange tears down the barriers between those who need information and those who have it," said Sermo CEO Daniel Palestrant, M.D., in speaking to an audience at Health 2.0 in San Francisco. "For physicians, this provides a voice beyond the bounds of their community. For investors, it is a disruptive technology that leads to more transparent information and better investment decisions."

Palestrant noted that the transparency created has the potential to reward with greater investment those products and services that are most effective, rather than those that are well promoted. Moreover, he added, the products and services that work best are the ones that, over time, will reward investors.

Palestrant said Sermo is a meritocracy where opinions are not valued based on what a company or institution says is important, but rather on what the physician community as a whole finds smart, valuable and true. Sermo technology enables real, in-the-trenches practicing experts to make the decision on whose opinions matter, not those with a vested financial interest. "No small group of opinion leaders can compete with the 'wisdom of the crowd,' and that's what Sermo is all about. No one expert is smarter than the combined insights of thousands - as investors will soon find out," he said, adding that the community is growing at the rate of about 7,000 physicians each month.

The Healthcare Exchange(TM) will become a feature of the Bloomberg function BDRUG , which offers updated-daily, clinical trial-to-prescription data on every drug marketed in the United States, global drug pipelines, and litigation covering the pharmaceutical and biotech industries. It will be integrated with the up-to-the-minute news, data and analytics of the BLOOMBERG PROFESSIONAL(R) service. The addition of The Healthcare Exchange will allow Bloomberg users to monitor the clinical observations of doctors and their peers in a variety of specialties, and then survey the network to gain greater insight or to test a trading thesis. Via the proprietary integrated Bloomberg service, investors and analysts can examine a company's pipeline, review drug approval timelines, analyze clinical data, and then overlay all of this data with what physicians on Sermo are actually saying and doing.

As part of Bloomberg's continuing mission of adding value to its customers, The Healthcare Exchange news feeds, postings, and alerts will be available at no additional charge as part of the all-inclusive BLOOMBERG PROFESSIONAL service.

Sermo will also offer Bloomberg users additional specialized fee-based subscriber levels of service, including:

About Sermo

Sermo is where 90,000 US physicians collaborate on difficult cases, share clinical observations and work together to achieve far more than they could individually. Sermo's technology harnesses this collective insight for healthcare institutions, financial services firms and government agencies. This creates a two-sided marketplace for information exchange. Physicians on Sermo gain a unified voice that allows them to influence healthcare policy. Sermo's clients gain direct access to a fresh stream of actionable information on emerging medical trends - to physicians on the front-lines who put drugs, devices and treatments to the test every day. For more information, visit

-- Breaking News Surveys - Sermo analysts can scan for breaking healthcare news or emerging trends and then survey physicians for their feedback. Bloomberg users can purchase individual survey results. -- Customized Surveys - Bloomberg users will be able to design their own Sermo community surveys to receive immediate physician feedback. Surveys can be targeted by medical specialty, geography, or keywords. -- MDConnect - Investment professionals can connect directly with interested, consenting Sermo physicians by phone, email, or in person.

SOURCE Sermo, Inc.

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