American online physicians community Sermo (30,000 members) opens up its website to suppliers. Pfizer is the first of several drug makers that will partner with Sermo to interact with the physicians who share insights on the site. Pfizer's collaboration will come in the form of 'HotSpots': a place for physicians to interact with the industry while no advertisements are allowed. Sermo is still determining a pricing model for the feature (cz). It gets harder for brands to gain entry to the world of consumers, of small companies, and of mediate companies. Brands who have access to the consumer, like this type of communities, therefore get more power. This type of brands determine the rules, on behalf of its members. Product suppliers, like Pfizer, take the role of transaction brands. They will completely focus on the product, and take on a service role. This is an example of that.