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Physicians are often burdened with regular tasks and overbooked schedules, which leaves them isolated from one another. And when they do get away from the office and focus on their social life, a typical calendar may include networking conferences, seminars, or even a round of golf. But what physicians often want to do-and don't always get the opportunity to try-is to mentor those beginning their careers in medicine or offer their expertise to practicing doctors, new and experienced, who want the latest, most accurate information. Social networking sites from startup companies such as Tiromed and Sermo were formed to serve the healthcare industry as an open, online forum to discuss areas related to physicians' interests.