As a practicing surgeon and social media "thought leader", I am often approached by representatives from pharmaceutical and medical device companies and asked how they can connect with physicians. My answer? You connect with physicians the same way you connect with any customer: by providing value. Provide valuable information, and your customers will seek YOU out. They will connect with YOU. Two keys here: the content must be from a trusted source, and must add value. Read my full article for an example of how vendors, physicians AND patients can benefit from re-establishing the industry/physician connection.