Building Expertise Through Paid Experts

Pharmaceutical companies have been slowly increasing their usage of doctors to teach other doctors about new products (WSJ, 7/15/05, A1, A2). The performance the companies want is more prescriptions -- and it appears to be working. Through the development of expertise, Merck estimates the return on investment of doctor-to-doctor educational sessions is double that of its own sales force.

Hmmm....Interesting coproduction concept in which customers (doctors) assume the role of employees (salespeople) and become the brand ambassadors.

What other types of companies might benefit from setting up experiences in which customers educate other customers? What might the experience look like?