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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