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At this 16 March 2011 workshop, Jasna Markovac, Senior Advisor, Publishing and Related Business Development at the University of Michigan Medical School, presented this talk to discuss the future of medical publishing, both within the context of the University of Michigan Medical School and the broader scope of commercial and not-for-profit publishing organizations. The workshop presented ways to develop revenue opportunities that are built around the open access mechanisms supported by the various funding bodies. Also presented were some specific examples of how to take advantage of the online environment to maximize the visibility and the distribution of content. • How to decide where to publish your research and your clinical studies. • How to publish your textbook on a web site with interactive features. • How to organize an information community to promote your department’s clinical and research activities. For more information about publishing opportunities and services at the U-M Medical School, refer to http://publishing.med.umich.edu
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Author(s): Jasna Markovac, 2011
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Taking Advantage of Trends & Opportunities in
Medical Publishing
Jasna MarkovacUniversity of Michigan Medical SchoolMarch 16, 2011
From this…..
The Lancet, 1823. Retrieved from Elsevier.
To this…..
The Lancet, 1823. Retrieved from Elsevier.
To this.
The Lancet, 1823. Retrieved from Elsevier, 2004.
To this…..
Screenshot of the PLOS Medicine open access journal, http://www.plosmedicine.org/article/info%3Adoi%2F10.1371%2Fjournal.pmed.1001158
Where were we? Journals
Primary research
Clinical studies
Case reports Reviews
Books Monographs Multi-authored
medical texts References Encyclopedias Clinical
Manuals
Where are we? Journals
Primary research Clinical studies Case reports Reviews
Books Monographs Multi-authored
medical texts References Encyclopedias Clinical manuals
Electronic content
Electronic Content DeliveryMany Options
On line journals, books, databases Accessible via license (site or individual) Open Access
Electronic readers E-books, e-magazines Pay by download, ‘borrow’ from libraries
Smartphone apps
What’s Next? Information Communities
‘Traditional’ book content ‘Traditional’ journal content
New content Patient education Patient information CME options Other educational
materials
Electronic content delivery
Modular, layered content, cross-linking, linking out to other resources
PLUS
How is this different? Developed as an electronic product
Modular content creation Detailed reference linking Fully linked & cross-referenced Core content + layered content Supplementary material
Gene sequences, clinical case reports, animations, lab results
Designed for various views (audiences) Physicians, patients, students, researchers, community
Designed for various markets Individuals, libraries, industry, government
Print on demand
Challenges
Organization – editorial and production/publication
Need to have sustained content generation Clarification of goals, markets, customers Cost – setup and maintenance; customer service
Who pays for all this? Largely unproven business models
Should we charge? How much to charge? What about Open Access?
What should be free? How will it be supported?
Opportunities “One stop shop” for medical (and scientific)
information Serving multiple customer pools
Patients, physicians, other health care providers
Takes advantage of current and developing technology
Measure web performance, patient outcomes Custom publishing, new products, tools Social networking Branding Community building
What’s happening now? Information communities are currently
being developed by: Learned societies Commercial publishers Not-for-profit organizations University departments Large laboratories
But, still at a very early stage
How to publish?Where to publish?
How to decide?
Depends on type of content Primary research material, clinical studies,
case reports - “JOURNALS” Which journal(s)? What’s important to me?
Impact factor? Top tier journals, with highest IFs Top notch editors, editorial boards
Open access? Open access/open choice journals
Need to pay author fees Funding requirements
NIH, HHMI, Wellcome, other
Review materials, educational materials, methods/techniques – “BOOKS”
What type of book? Single author, monograph Chapter(s)/article(s) in reference books Textbook
What’s important to me? Visibility
Open access? Broad-based, global marketing?
Publisher experience Need help with content development, manuscript prep? No help needed – can do it myself – self-publishing?
Revenue generation Do I want to make some money from my publication?
Depends on type of content
“Textbooks” How to publish a textbook?
Identify your priorities/goals Identify your market Assess your resources Possible publication venues
Commercial company University Press Self-publish
For profit As OER
Building an information community
Identify the ‘community’ Clinical Center, Department, Specialty
Identify leadership “Editor-in-chief”, “Editorial/advisory” board
Plan for content development Who will generate content? Over what period of time?
Plan for web development Choose your tech partner(s) – University/other resources
Assess your (financial) resources How much will it cost, for set up, over time?
Make a plan GO FOR IT!
Additional Source Informationfor more information see: http://open.umich.edu/wiki/CitationPolicy
Slide 4: The Lancet, 1823. Retrieved from Elsevier.
Slide 5: The Lancet, 1823. Retrieved from Elsevier.
Slide 6: Screenshot of the Lancet from 2004, Elsevier, Inc.
Slide 7: Screenshot of the PLOS Medicine open access journal, http://www.plosmedicine.org/article/info%3Adoi%2F10.1371%2Fjournal.pmed.1001158
