DIGITAL-FIRST PUBLISHING RESULTS IN BETTER PUBLICATION PLANNING
What are the criteria being used to determine how well a target journal fits with the publication? Many times, it is a conversation determined through the reputation or impact factor of a journal. Unfortunately, these metrics are based on the journal and not on the article or the scientific information it is intended to convey. Almost all medical journals have an online presence 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 had to digitally transform 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 digital trends and have created new ways, aside from simple text, of communicating science to their audience. A lot of medical communicators work diligently and incur a fair amount of expenses to produce communication/publication plans. Unfortunately, these plans are built around a traditional print process leading to inefficient subjective decisions. Now with the digital transformation of medical publishing, contemporary publication planning is undergoing a dramatic shift to an objective process based on communication objectives, publication metrics, and amplification capabilities. The increased data help ferret out the best journal target to ensure the publication meets its objectives. In addition, with today’s digital publishing, leadership can more easily identify the value of each publication and address potential plan modifications quickly rather than waiting years to receive results for the traditional metric of citations. Contemporary publication planning 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 contact us at www.Omni-HC.com or sign up for 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 how when used properly digital first publishing can improve risk mitigation for publication programs. 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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DIGITAL-FIRST PUBLISHING INCREASES SCIENTIFIC UMDERSTANDING
After discussing improved durability of publications in my last blog post, I now want to focus on how the digital transformation of medical journal publishing increases scientific understanding. Many medical journals, such as the New England Journal of Medicine (NEJM), have capitalized on the popularity of social media and new forms of publishing medical content (e.g., infographics). Some of NEJM’s digital prominence may have been transitioned from its print days but its editors have aggressively moved to disseminating digital content and building a web of access to its digital properties to keep the audience/community engaged. In fact, Facebook is the fourth biggest driver of link referrals to the NEJM, boosting the journal's presence to over a million ‘likes’ and read rates of over 200,000 views per post. The more actively engaged journals and authors are in spreading the word on an article, the better it is for the goal of disseminating the science and improving outcomes for patients. Digital journal publishing, along with digital communication tools, have opened opportunities to utilize more interactive media and shared the science across specialties, borders, and socioeconomic divides. The wider the readership audience, the better the scientific understanding, now and in the future. Improved scientific understanding is just one of the benefits offered with the digital transformation of medical publications. Stay tuned as we discuss more benefits over the coming weeks. If you are interested in learning more about how you can realize some of the digital-first benefits, please contact us at www.Omni-HC.com or sign up for 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 DIGITAL-FIRST PUBLISHING LEADS TO IMPROVED BUSINESS MODELS
In my last blog, I discussed how digital-first publishing allows for better, more precise planning. But the operational benefit of digital publishing goes well beyond just planning to increase the opportunity to improve internal processes. Workflows, processes, and SOPs are all key elements to the efficient functioning of an organization. Carefully created publication development processes make it easier to produce communications to desired audiences. However, print publication development processes are frequently designed as a one-direction process with very little feedback being generated to help improve the communication development process. In the print era, questions about the end user seeing or reading the published article were the domain of expensive journal audits and could only give us a sample of the actual readership. Today’s digita1l-first publishing offers significant insights into the exposed audience and the resonance of the article with the audience. With this improvement of data generation, and process transparency, organizations can improve best practices to drive value through pattern recognition, trend evaluation, and capitalization of data-driven opportunities. Increased data from digital publishing helps scientific communicators to develop data-driven business models and capabilities. Article level data helps improve overall results while aligning processes with organizational objectives, as well as giving actionable ways to achieve overall business goals without crossing compliance boundaries. Improved publication planning and efficient manuscript development are just two of the promises offered from data empowered decision making spawned from the digital transformation of medical publications. If you are interested in learning more about how you can realize some of the digital-first benefits, please contact us at www.Omni-HC.com or sign up for 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 DIGITAL-FIRST PUBLISHING LEADS TO IMPROVED DURABILITY FOR PUBLICATIONS
With the transformation to digital-first medical journals, the ability to measure the durability of articles has been significantly increased. The only limitation on digital article durability is the continued archiving of the article on the journal site. Pass-along readership in the digital age continues to be difficult to measure but we can affect it in numerous ways with Open Access and Audience Amplification™ techniques. Historically, HCPs kept their issues of JAMA and New England Journal of Medicine on their office bookshelves and institutions housed them in large medical libraries. To measure a target journal, we would look at prestige, citations, subscription rates, and sometimes pass-along readership. Pass-along readership was an attempt to show how durable a single print journal was inferring articles had the same pass along readership. Of course, the concept and pass-along readership metrics were fraught with the potential for error and rarely considered. Aside from reprint distribution, print age pass along readership was very difficult to effect and the durability of a medical journal article generally was simply the length of time between issues of the host journal. As we mature into the digital-first publication development, article durability should be a key consideration in publication planning. The gains from potentially infinite durability can’t be overstated. At anytime, anywhere around the globe a researcher or clinician with internet can access an article. And, if the article is properly optimized for search engines, it is even easier for those people to find it. Improved durability is just one of the benefits offered from digital transformation of medical publications. Stay tuned as we discuss more benefits over the coming weeks. If you are interested in learning more about how you can realize some of the digital-first benefits, please contact us at www.Omni-HC.com or sign up for 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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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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