delivering value and driving advocacy in medical publications · welcome to the 6th annual meeting...
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Welcome to the 6th Annual Meeting of ISMPP
Delivering Value and Driving Advocacy in Medical Publications
April 19-21, 2010
Making an Impact: New Publishing Approaches to Increasing the Value of Publications
Session Moderator
Leighton Chipperfield
Executive Publisher
Elsevier
Social Media & Beyond: Current Applications & Future Impact on Medical Publications
Michael T. Clarke, PrincipalClarke Publishing GroupInternational Society for Medical Publication ProfessionalsApril 20, 2010 ● Arlington, VA
Add an addition to your existing house
Buy a condo in someone else’s development
Build a new house or development
Blogs & comments
General purpose networks (e.g. Facebook)
Custom-built specialized networks & communities
New Additions(Blogs & Comments)
Buying a Condo(Facebook, Twitter, etc.)
Build a New House(Custom Networks & Communities)
Doc2Doc
Taking Content on the Road(Approaches to Mobile)
Drive-through
Mobile home
Camper
Configure your existing site for the mobile web
Develop applications for your existing content
Develop new content for mobile applications
Drive-Through Approach(Configure Your Existing Site)
Mobile Home Approach(Applications for Existing Content)
Camper(New Content for New Applications)
incunabula
print < 1501
Speaking of social
media...
www.linkedin.com/in/mtclarke
www.slideshare.net/mtclarke
@mtclarke
Text
Michael T. ClarkeClarke Publishing [email protected]
Making an Impact: New Publishing Approaches to Increasing the Value of Publications
Tom Easley
Managing Director
The New England Journal of Medicine
ISMPP Annual MeetingApril 20, 2010
Standard of Care
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Serve their needs?
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-- OR--
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Move the Curve?
Treating Patients
Modes of Learning
Synthesizing New Evidence
Mastering a Curriculum
POC Tools
Modes of Learning
Journals Education
Treating Patients /POC Tools
Synthesizing New Evidence /
Journals
Learning a Curriculum /
Education
1. This entire piece of the triangle has been impacted by technology, practice changes, and POC tools.
2. The audience for clinicians who utilize the “awareness model” to synthesize new evidence is narrowing.
Modes of LearningTruths and Hypotheses
Treating Patients /POC Tools
Modes of LearningTruths and Hypotheses
Synthesizing New Evidence /
Interactive Community
Mastering a Curriculum /InteractiveEducation
1. This entire piece of the triangle has been impacted by technology, practice changes, and POC tools.
2. The audience for clinicians who utilize the awareness mode to synthesize new evidence is narrowing.
3. The audience for clinicians who utilize the community mode to synthesize new evidence is just emerging.
4. The potential exists for a synthesis of new evidence to be increasingly interactive and social.
Treating Patients /POC Tools
Modes of LearningHow NEJM looks at the future
Social Tools and Applications Interactive Learning
Synthesizing New Evidence /
Interactive Community
Mastering a Curriculum /InteractiveEducation
Zuckerberg’s Law
Next year people will share twice as much information as they share this
year, and [the] next year, they will be sharing twice as much as they did the
year before.
How NEJM is Changing to Fulfill its Mission
Journals are a Portfolio
Not a Product
This Means Both Content
AND Customers
NEJM.org in 2009
• 479,000 unique visits per week [↑18%]
• 1.7 million registered users [↑3%]
• 30,900 online-only subscribers [↑83%]
• 10,000 CME takers [↑4%]
NEJM.org
• # 1 medical journal website (Nielsen/Manhattan)
NEJM Image Challenge Sponsorship• Popular gaming feature; physicians use
it to test diagnostic and visual skills
• 3rd most popular section on site (after homepage and search)
• High engagement: 2.2 million user responses per year
NEJM.org Interactive
Videos in Clinical Medicine• Popular learning tool
NEJM.org Interactive
Videos in Clinical Medicine
• 55,000 VCMs streamed per month
• 128,000 downloads per month for NEJM video of all types
Streaming Video Using Flash
International Usage:
Top 10 Countries
1. United States 6. Peru
2. Brazil 7. Italy
3. Argentina 8. Canada
4. Colombia 9. Spain
5. Mexico10. Japan
#1 Review “Article” in 2009 with 153,575 Views
The Top 10 Videos Had 832,000 Views
Animation with Voiceover
Interactive Community
Thank You!
Clinical Decisions
• 10 Clinical Decisions posted in 2009
• 347 = Average Number of Comments Posted
• ~90% “Accept Rate”
Clinical Decisions
0
2,000
4,000
6,000
8,000
10,000
12,000
Asthma CD Diabetes Carotid Staph P. Cancer
39,707 Votes in 6 Clinical Decisions
>11,000 voted
372 Comments Posted
What’s Next?
Interactive Medical Cases
• Case-based, interactive learning tool
• Self-guided, with immediate feedback
• Six per year in 2009-2010
• First cases released in September 2009
Nearly 160,000 cases have been initiated and 38% have been completed.
Initiated and Completed Usage for First 5 IMCs
By case, between 35% to 41% of cases were completed. Visit duration is consistent across cases—over 30 minutes per user, vs. about 5 minutes per user on the rest of the site!
“This is more fun and physicians are more likely to do this I think. It isn't go read an
article and fall asleep.”
“It is a different way of presenting the material, where as you are actually the driver of the case. This actually
got me thinking a little bit.”
“I just think it keeps you interested and engaged. Things where everything is just presented to you right away and it’s not interactive at all you lose interest very
quickly. It’s always easier to learn things that are interactive with you.”
CardioExchange: ► An Experiment
• Free, aimed at cardiologists and trainees
• Began mid-November, 2009
• Quiet roll-out
• Experiment in growth by networking
• By invitation
• Registration required, establishing each professional identity
• A new site: Cardioexhange.org
• NEJM and Journal Watch content,
separate from NEJM.org and JWatch.org
• Editor-in-Chief, associate editors, cardiologist bloggers, news watcher, staff
• Content: Research updates, news, polls, commentary, and interaction around current topics of interest to clinical cardiologists.
• Goal: A useful site + an engaged community.
► Blogs, Groups, Case Discussion
► Bloggers = clinical cardiologists
► Discussion, interaction, exchange
Open Access Publishing:New developments driving value
Natasha Bailey
BioMed Central
Where is OA in 2010?
• There are over 4800 open access journals in the DOAJ
• Over 1000 open access journals are indexed by ISI
• Open access to research is now mandatory in over 80 institutions and 40 funders. Many more have signed open access initiatives, eg Berlin
• Submissions to OA journals grew by over 44% between 2008 and 2009
Full open access
78%
Delayed open access
8%
Hybrid open access
14%
Models of publishing for OA articles
OA Articles9%
Non-OA Articles
91%
Global share of OA articles
Penetration of Open Access Models
•
Full Open Access Publishing – all research articles freely available usually on payment of an Article Processing Charge by the author who holds copyright under a Creative Commons licence.
Hybrid open access – within a subscription based journal authors may choose to make their articleopen access on the article level on payment of an Article Processing Charge
Delayed open access – articles in a subscription journal are made available Open Access after an embargo period
Change in submissions 2005 - 2009
Open access and quality
Open access driving value
• Role of publisher remains one of service provider helping to maximize impact and pace of research and sharing of research results
• For example
– Speed of publication
– Enabling the sharing of data
– Publishing negative trials
– Developing standards
Wider dissemination of raw data
• Why share data?
– Replication of findings
– Comparison with independent datasets
– Testing of additional hypotheses
– Patient safety
– Teaching
– Etc etc
• Online publishing allows virtually unlimited supplementary files, and easy linking to data repositories
Agreeing data standards
• Make allowances for data sharing in the study protocol and obtain informed consent
• Include statement about consent in manuscript
• Preserve anonymity (especially in an OA world)
– Risk assessment recommended in some cases
– Presentation of data to preserve anonymity
– Retrospective data publication with no consent mustensure anonymity
• Prepare clean, well annotated data
• Keep copyright in the data
• Some access to data may be restricted or embargoed
Hrynaszkiewicz et al.; Preparing raw clinical data for publication: guidance for journal editors, authors and peer reviewers, Trials 2010 11:9.
http://www.trialsjournal.com/content/11/1/9
Publishing trial results
• “Honest reporting begins with revealing the existence of all clinical studies, even those that reflect unfavorably on a research sponsor’s product.....
• [unpublished] studies cannot influence the thinking of patients, clinicians, other researchers and experts who write practice guidelines or decide on insurance coverage policies”
Clinical Trial Registration: A statement from the International Committee of Medical Editors (2004)
How does OA help?
• Removes the limitations of paper-based subscription journals– Publication can be linked through trial registration
to original protocol
– Protocols can be linked to updates if the trial is modified
– Removal of space limitations enables ALL results to be published whatever the outcome
– Open access journals committed to dissemination of ALL scientifically sound research
Free your data!
New ways of judging quality
• Article-level metrics
– Data generated around the journal article includes
• Citations
• Downloads
• Comments
• Social media postings
Alternative journal metrics
• Scopus, from Elsevier, makes available citation data for a much more comprehensive set of journals
• SCImago Journal Rank (SJR), based on Scopus data
• Uses algorithm similar to Google’s PageRank
• Can measure the quality of a broader range of journals than those with Impact Factors
Visibility
Conclusions
• What does this mean for publication planners
– More visibility for your research
– New venues for your information
– Faster and wider dissemination
– More transparency
