Sermo operates leading online professional network for physicians in the United States. Doctors use Sermo free to post polls on the diagnosis and treatment refers to the discussion of these issues, and problems with the management of their practice. Sermo generates revenue by charging customers who appreciate early information about the effectiveness of new drugs and medical products, investment managers, pharmaceutical companies and regulatory agencies. Customers may not participate in online discussions of doctors, but they can see the results of the survey and post their reviews to the physician members of Sermo. The case examines the challenges facing Sermo in mobilizing this bilateral platform and in balancing the sometimes conflicting needs of both sides of the platform. "Hide
by Thomas R. Eisenmann, Lars P. Nielsen S. Source: Harvard Business School 25 pages. Publication date: April 10, 2009. Prod. #: 809142-PDF-ENG
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