Pfizer is partnering with a social networking site for physicians, in order to reach out to doctors more efficiently.

Sermo is a networking site for physicians that allows them to use the collective wisdom of the group to discuss, share and exchange and take away new insights.

According to this article,

“Pfizer-affiliated doctors will be able to talk candidly with the site’s 31,000 members, potentially giving the company insights into prescribing patterns and a way to show doctors data on its drugs.”

Pfizer doctors, who will be clearly identified, will be able to ask questions of the Sermo community or respond to posts. If Pfizer doctors were to offer comments others deem biased, the system provides for quick rebuttals.

We should be seeing more such inititaives taking off with the explosion of social networks.

At an individual level, here is a doctor using technology to to reach out to patients who is willing to “evisit by videochat, IM or email for certain problems or follow-ups.