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Unofficially it will return json:
http://scintilla.nature.com/conversations?uri=info%3Adoi%2F10.1371%2Fjournal.pmed.0020124&format=json
Alf at Scintilla would prefer us NOT to use the API for high-traffic. But we can copy his techniques internally to Umlaut. CrossRef and PubMed for "cited by" on DOI and PMID identifiers are a good idea. He has also reverse engineered the Scopus javascript api to allow server-side json access. http://hublog.hubmed.org/archives/001512.html