THE NEW CHANNEL FLEXIBILITY OF MEDICAL JOURNALS
First it was email, then came social media, now we are learning about the metaverse. It all used to be so easy. If you wanted to communicate with someone, you either sent a letter, picked up the phone or met with them in person. Nowadays there are so many choices available to communicate to the audience, it is a question of which of the many channels to use. Medical publications have been digitally transforming to maintain and grow their audience not only in readership but also viewership and overall engagement. Today digital-first medical journals are staying abreast of the digital trends and have created various new ways, aside from simple text, of communicating science to their audience. As the digital native generations become more dominant in the medical and scientific professions, they consume scientific information in a much different manner than their predecessors. According to a pre-COVID survey done by DRG, 46% of healthcare providers (HCPs) age 35 or younger already read articles or abstracts online, compared to at the time only 25% of HCPs age 55 or older. And according to a Veeva survey, due to demographic shifts over 70% of HCPs in the European Union are digital natives and the trend is very similar in the United States. Since the advent of the pandemic, we know these numbers have dramatically increased. To continue to be relevant and attract an audience, digital-first medical publications have been maintaining and growing their audiences with new multimedia approaches. Many medical publications already offer new channels for content consumption to their subscribers/audiences. From video abstracts to interactive data visualizations, publishers are finding new ways to enhance text content with other media on their web environment. The new media also gives authors and sponsors the opportunity to amplify their published articles in entirely new ways. From adding a video graphic embedded into an article to doing a simple video abstract, authors can maximize visibility of their article and deliver better rates of scientific exchange than in the past. Channel flexibility is just one of many benefits spawned from the digital transformation of medical publications. If you are interested in learning more about how you can realize some of the benefits, please consider having Omni-HC deliver a free private workshop for your medical affairs organization. Click here to sign up for a Free Workshop The next post in the series will discuss the enhanced transparency and data availability available thanks to the medical publication digital transformation. In the meantime, please consider participating in our Medical Affairs Digital Transformation Survey. At the end of the survey, you will receive a free benchmarking profile of your digital transformation progress in context to others in the industry. Click here to take the digital transformation survey
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IMPROVED ACCESS
It is amazing how many facets of our life have been changed due to digital technology. Digital is even changing many aspects of healthcare — from how patients see their healthcare provider to how clinical trials are conducted. Those who don’t evolve with the digital changes will be left behind in a slowly disappearing analog world. In the last few posts of this series I talked about how digital has also changed the medical publishing industry by reshaping how medical professionals engage with published scientific content and access that content. Prior to the digital transformation of medical journals, only those on the circulation list or with library membership could read a journal article limiting access to the scientific data. The digital transformation in medical publishing has opened new avenues to improve access to the communication. Once an article has been published to a journal website, it's indexed and searchable online, regardless if it is a paywall journal (journals that require some form of subscription to view the content) or an open access (OA) journal. With the expansion of OA opportunities in paywall journals, the scientific access for everyone has increased dramatically. Important to increased access is the ability of the digital ecosystem to have links and other mentions of the article elsewhere online, helping to create a “web of access” which makes the article easier to be found. A web of access creates quick links from various parts of the web to your article. Therefore, the potential reader is not limited by their location when searching for information. In the print era of medical journals, the only way your article could make linkage of this nature was through a citation. Although not peer reviewed, backlinks are soft or open citations for each article. Transparency and data are just two of many benefits spawned from the digital transformation of medical publications. If you are interested in learning more about how you can realize some of the benefits available, please contact us at www-Omni-HC.com. Every month, we offer a limited number of free private workshops for interested medical affairs organizations to discuss the changing landscape of medical journal publications. Click here to sign up for a Free Workshop In the next post I'll discuss the publishing flexibility that is now available, thanks to the medical publication digital transformation. In the meantime, please consider participating in our Medical Affairs Digital Transformation Survey. At the end of the survey you will receive a free benchmarking profile of your digital transformation progress in context to others in our industry. Click here to take digital transformation survey IMPROVED TRANSPARENCY and ACTIONABLE DATA
By hosting their journal online and publishing articles digitally, medical publishers can now give article-level data never available before, including:
Short of a journal audit, all these resonance metrics were never available in the old print method of publishing. Prior to the digital transformation of medical publishing, medical communicators invariably treated publications as a gateway to disseminating the science through reprints and article redundancy. Today’s improved data and ability to measure article resonance greatly benefits medical communicators. Resonance metrics such as viewership, downloads, time on page, and click generation are extremely helpful in identifying communication success and critical gaps. The ability to dive deeper into data in real-time enables a fuller understanding of the current impact of the scientific exchange and the ability to make a course correction in your publication planning, if necessary. Click here to sign up for a Free Workshop In the next post we will discuss the increased access to articles that is now available due to the medical publication digital transformation. In the meantime, please consider participating in our Medical Affairs Digital Transformation Survey. At the end of the survey, you will receive a free benchmarking profile of your Digital Transformation progress in context to others in the industry. Click here to take digital transformation survey |
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PurposeThis forum is for publishing and retaining articles on Medical Communications. If you have an ideas or would like to publish an article in this category please send a communication through the members page and we will review and either respond back or publish your article. Archives
April 2022
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