In this interview with Dr. Ashish Rana (Medical Advisory Board, Sermo), Mark Bard (DHC Group) discusses how physicians are accessing clinical content, peer opinions, and innovative treatment information at the point of care. Dr. Rana also discusses what content and resources add value for them in their day-to-day workflow and activities. Finally, he discusses how pharma companies should think about their investments in digital, social, and customer experience resources.