The American Medical Association and a startup Internet company called Sermo, which serves 15,000 doctors, are now partnering on the online service for doctors in which they openly discuss new medical developments, trends and patient outcomes—and with another side effect that could benefit fund companies and other investment firms.

The venture will allow them to see the potentially market-moving postings for a price.

Some doctors told The Wall Street Journal, however, they are skeptical that the service will actually affect medical advancements, and a pharmaceutical group noted that it could become a rumor mill.

But the AMA is looking forward to the ability to survey its members, just as Sermo’s 10 to 20 existing Wall Street subscribers appreciate the insight into the medical community. Sermo executives said they will continue to keep the service, which is being funded with $11.5 million in venture capital, impartial by excluding drug or medical device companies from signing up. While the service is free to doctors who share personal information, non-medical subscribers pay between $100,000 to $500,000 a year.

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