Not all docs feel that way, of course. But some are clearly upset that Sermo, the two-year-old online forum where 30,000 docs love to dish, has inked a deal to collaborate with Pfizer, which can now freely access the site and post, post, post. The arrangement may be fruitful for Sermo, which is talking to other drugmakers about similar arrangements, and priceless for Pfizer, which would love to find cheaper ways to reach docs directly. But some docs are perturbed their online oasis may be infiltrated by prying eyes operating undercover, despite Sermo’s insistence on full disclosure.

As Daniel Palestrant, Sermo’s founder sees it, the collaboration is a way to “reinvigorate the productive dialogue between physicians and industry that improves the medicines we use and ultimately the patient care we deliver,” according to a note he posted on the Serno site this weekend. And some docs are willing to give him, and Pfizer, the benefit of the doubt. “With all the vocal Sermoans expressing their concerns, we have a better chance of making a difference. Stay in, stay active, get their attention, see what happens,” one doc urges.

“If there is even a sniff of using this affiliate relationship for sneaky DTC ads, the outcry from the community will be like nothing seen before,” another observes wryly, adding that if Pfizer really does read closely, the drugmaker will have a harder time denying knowledge of side effects. And the doc suggests other benefits: discussions on how to get needed meds to low-income patients and dialogue on how to expand participation of community docs in clinical trials. “This is not a real ‘threat’ to our community, and there may actually be some benefit,” the doc writes. “The devil is in the details.”

Others, though, don’t appear convinced. “I am not a fan of PhRMA…and I am especially not thrilled at the idea that they will now have one more way to ‘get at’ physicians via Sermo.” Writes another: “Any influence from Pfizer has to be absolutely marked and labeled loud and clear! I am sick and tired of industry people sneaking in their subtle, hard-to-detect influences into everything and every media corner money can buy.” Another warns: “No Pfizer docs acting like reps in here!” Says one doc: “There is no way Pfizer is interested in anything but marketing in this ‘partnership.’ ”

“I’ll add this to my list at www.declineandfallofwesterncivilization.com,” one laments. “Daniel, you let the enemy in,” one concludes. “Shame on you.”

[We can't provide a link to the postings, because Sermo is for docs, one of whom was kind enough to pass along a few posts].