In the ever-evolving world of healthcare, few leaders embody both innovation and humanity as profoundly as Peter Kirk. As CEO of Sermo, the world’s most trusted physician engagement and insights platform, Peter stands at the intersection of cutting-edge technology and global medical collaboration. With a community of over one million triple-verified healthcare professionals (HCPs), Peter has redefined how the pharmaceutical industry and global medical community connect with authenticity, precision, and purpose. 

But Peter’s story is not solely one of boardrooms and breakthroughs. It’s one of resilience. In 2022, just eight months after being diagnosed with Acute Myeloid Leukemia (AML), he received a life-saving blood stem cell transplant—a personal battle that would change his life and leadership forever. Out of this crucible, he founded Be Your Possible, a global charitable organization that champions medical research and inspires millions to believe in what they once thought impossible. 

Over the past 25 years, Peter has transformed Sermo into a powerhouse of physician-driven insights, but it’s his unwavering commitment to blending technology, empathy, and experience that positions him as a singular force in modern healthcare leadership. His journey is not just about transforming systems—but about transforming lives.

The Vision Behind Sermo’s Founding

When Peter founded Sermo with a small team in 2000, he was driven by a strong belief in the power of collective medical knowledge. He recognized the immense expertise within the healthcare community but saw no platform that truly harnessed it. Initially focused on healthcare data collection, Peter soon realized the real opportunity lay in connecting physicians directly. That insight led to the creation of a hybrid model that combined peer-to-peer social interaction with real-time insights. His goal: to build a trusted, collaborative space where doctors could share, solve real-world problems, and help shape the future of healthcare.

Inside Sermo: A Trusted Global Platform

Sermo is a fast, seamless physician platform that delivers real-time business insights and authentic physician connections to the healthcare industry. With a global community of over 1 million healthcare professionals and advanced technology, Sermo helps pharma and other healthcare partners turn physician experience and expertise into actionable insights. For more than 20 years, the company has served as a critical bridge—connecting frontline medical voices with the industry to drive smarter, faster decisions and improve outcomes for all.

How Early Experience Shaped Sermo’s Growth

From the very beginning, Peter believed the healthcare industry deserved more than outdated, manual systems. His mindset was rooted in the idea that technology could and should drive meaningful transformation. Drawing from his early experiences, Peter learned how to spot inefficiencies, break down complex challenges into manageable components, and build scalable solutions—skills that would ultimately lay the foundation for Sermo’s growth.

Peter recognizes that the pharmaceutical and healthcare industries are naturally more cautious when it comes to adopting new technologies and for good reason. This cautious approach underscores the importance of acting as a trusted partner. Under Peter’s leadership, Sermo has prioritized pushing innovation forward while staying brand-safe, compliant, and always physician-first.

One of Peter’s major initiatives was to fully automate the healthcare research process. He approached this transformation strategically, focusing on the most urgent market needs at each stage. The first breakthrough came in insights delivery. Instead of clients waiting weeks for results, Sermo introduced real-time, interactive dashboards accessible as soon as surveys launched—setting a new industry standard for speed and accessibility.

Building on that momentum, Peter and his team went on to automate earlier stages of the research process, including bidding, smart fielding, and AI-powered translations. Each advancement contributed to a more efficient, responsive, and scalable system.

Staying Motivated Through Uncertainty and Scale

As per Peter, the unwavering motivation through uncertain times has always come from the physicians themselves. The Sermo community—doctors helping each other across borders, solving rare cases, and staying informed—served as a constant reminder of the platform’s impact. Each story reaffirmed the mission. Peter’s own battle with cancer only deepened his sense of purpose, making the “why” behind his work more personal and powerful. That clarity became his anchor. And through every challenge, he credits the dedicated team around him—people who share the same belief in Sermo’s mission—with keeping the momentum alive.

Leadership Principles Behind Sermo’s Success

Peter believes that building a great company starts with building a great team. His leadership philosophy centers on hiring smart, capable individuals—and ensuring they’re aligned with roles that play to their strengths. At Sermo, this has meant fostering a culture where experimentation, growth, and collaboration are encouraged. Much like the physicians they serve, the team is empowered to innovate. From digitizing the traditional “doctor’s lounge” to launching the world’s largest physician drug ratings database, Peter has remained committed to creating a platform that elevates the authentic voice of healthcare professionals.

Driving Innovation with Purpose

Peter leads innovation at Sermo by staying anchored in its mission: to amplify the voice of physicians. That purpose is the compass guiding every strategic and product decision. Rather than following trends, Sermo focuses on solving real, meaningful problems for the medical community—always through secure, scalable, and impactful solutions. Each initiative begins with a single question: Does this provide real value for physicians? That mission-first mindset ensures the company stays grounded, even while it pushes the boundaries of what’s possible in healthcare engagement.

The Compass Guiding Sermo’s Roadmap

For Peter, physician feedback isn’t just valuable—it’s foundational. Every feature, update, and strategy at Sermo is shaped by insights from the global medical community. Through ongoing research, real-time platform engagement, and collaboration with Sermo’s Medical Advisory Board members, Sermo actively listens to the voices of its users. Their input serves as a North Star, guiding the product roadmap and ensuring the platform evolves in step with real-world physician needs. Peter sees it as a responsibility: to take what’s heard and translate it into meaningful action that keeps Sermo trusted, relevant, and impactful over time.

Balancing Growth with Ethical Responsibility

Peter views ethical responsibility as inseparable from business growth—especially in healthcare. At Sermo, success is measured not only in numbers but in trust, transparency, and the value delivered to physicians and their patients. Every decision is anchored in improving real-world care. That commitment extends beyond business through initiatives like Be Your Possible and the Run for Research, which have generated over $1 million for medical research organizations. From safeguarding data to reinvesting in medical innovation, Peter’s approach ensures Sermo grows with purpose—leading the industry by doing what’s right, not just what’s profitable.

A Milestone of Meaning 

Being named an EY Entrepreneur Of The Year® 2025 in New York is a deeply meaningful moment for Peter—one that reflects not just business achievement, but a personal journey of resilience and purpose. After more than 20 years filled with both challenges and breakthroughs, Peter sees this recognition as a celebration of perseverance, innovation, and the people who’ve walked alongside him. 

Cancer-free, running 1,000 half marathons for medical research, and surrounded by his wife, children, and the extraordinary Sermo team, Peter views the award as a shared honor. It belongs just as much to the passionate physicians who power the platform and to the colleagues who have believed in the mission every step of the way.

For Peter, entrepreneurship has always been about persistence—building big ideas step by step, grounded in heart, strong coffee, and collective belief. As he puts it, “When you stay true to your mission, lead with heart, and refuse to give up, even the boldest ideas can change the world.” 

Winning this award is humbling—but above all, it’s fuel. “The work’s not done,” he says. “The future of healthcare still needs shaping—and we’re committed to leading it.” 

The Values Behind the Vision

Peter believes that integrity, courage, and empathy have been the pillars of every meaningful decision throughout Sermo’s evolution—and key contributors to his recognition as an EY Entrepreneur Of The Year® New York award winner. Integrity has guided the company’s approach to earning physician trust, from safeguarding data privacy to elevating clinical expertise above all. He asserts, “Being named an EY Entrepreneur Of The Year® 2025 New York winner is humbling but more than anything, it’s fuel. Because the work is not done. The future of healthcare still needs shaping, and we’re committed to leading it.”

Courage has enabled Sermo to challenge long-standing industry conventions, whether through bold moves in automation, AI, or reimagining insight generation. And empathy has kept the mission centered on supporting those who care for others. These values aren’t aspirational—they are the foundation of how Peter leads, builds, and grows with purpose.

“When you stay true to your mission, lead with heart, and refuse to give up, even the boldest ideas can change the world.”

A Recognition Shared with the Team 

To Peter, this award is not just an individual milestone—it’s a powerful acknowledgment of the collective effort behind Sermo’s success. What began as a startup is now a global platform with over 500 employees and a physician community spanning more than a million strong. That growth—71% in bookings, 65% in revenue, and over 50% in user expansion over four years—has been fueled by an exceptional team working tirelessly behind the scenes. Their focus, collaboration, and commitment to innovation have been instrumental in scaling Sermo while staying true to its mission of serving the healthcare community with authenticity and impact.

A Message to Fellow Healthcare Entrepreneurs 

Peter hopes his recognition as an EY Entrepreneur Of The Year® New York award winner sends a strong signal to those building in healthcare and health-tech: purpose and performance are not mutually exclusive. In his view, sustainable success comes from building with empathy, listening deeply to users, and staying committed to real-world impact. Growth rooted in integrity isn’t just possible—it’s powerful. Peter’s journey is a call to action for more mission-led innovators to step forward, take bold yet thoughtful risks, and help shape a more ethical, effective future for healthcare. 

“When your ‘why’ is clear, it becomes your anchor through the tough moments. 

What’s Next for Sermo 

Looking ahead, Peter is energized by Sermo’s next chapter—especially the potential of AI. While AI is already embedded across the organization, he sees enormous opportunity to accelerate research and personalize the physician experience even further. 

Innovation remains at the heart of Sermo’s roadmap. The company is laser-focused on addressing clinicians’ evolving needs—offering tools that reduce friction, deliver value, and elevate the authentic physician voice. 

“Purpose and performance can go hand in hand. If you build with empathy, listen to your users, and stay relentlessly focused on real-world impact, the results will follow.” 

And as Sermo’s global footprint expands, Peter’s vision is clear: to connect every healthcare professional worldwide, fostering a borderless, collaborative medical community that thrives on shared knowledge and trust.