Peter Rost is worked up. The ex-Pfizer senior executive turned blogger believes he has uncovered another instance of unethical marketing by Big Pharma. Rost's blog, Question Authority With Dr. Rost, is one part mocking rant, two parts investigative chronicle. He has also published an expos of his years in the drug industry, "The Whistleblower: Confessions of a Healthcare Hitman." Trained as a physician in his native Sweden, Rost has worked in the drug industry for most of the past 20 years. He almost certainly never will again. Rost hopes that Question Authority - named after the Fortune column in which he was once featured - will help him create a new career. Rost's many critics would love to be able to dismiss him as an embittered crank. But they can't. The blog [is] a conduit for Big Pharma whistleblowers [that once prompted] a government probe into Pfizer's marketing activities. And a dispatch on dubious sales practices led to at least one sales director's ouster. For Big Pharma, whose public image is already battered, blogs are an added nuisance. The problem, says Robert Ehrlich, CEO of DTC Perspectives, a health-care marketing consultancy, is that most pharma companies are, "medically oriented and legally oriented ... but as an industry they are not consumer-oriented." For better or worse, the drug industry is going to have to get used to Dr. Peter Rost - and others like him.