Taking Advantage of Trends in Medical Publishing


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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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Taking Advantage of Trends in Medical Publishing

  1. 1. Author(s): Jasna Markovac, 2011 License: Unless otherwise noted, this material is made available under the terms of the Creative Commons Attribution - Noncommercial 3.0 license http://creativecommons.org/licenses/by-nc/3.0/ We have reviewed this material in accordance with U.S. Copyright Law and have tried to maximize your ability to use, share, and adapt it. The citation key on the following slide provides information about how you may share and adapt this material. Copyright holders of content included in this material should contact [email_address] with any questions, corrections, or clarification regarding the use of content. For more information about how to cite these materials visit http://open.umich.edu/education/about/terms-of-use. Any medical information in this material is intended to inform and educate and is not a tool for self-diagnosis or a replacement for medical evaluation, advice, diagnosis or treatment by a healthcare professional. Please speak to your physician if you have questions about your medical condition. Viewer discretion is advised : Some medical content is graphic and may not be suitable for all viewers.
  2. 2. Citation Key for more information see: http://open.umich.edu/wiki/CitationPolicy Use + Share + Adapt Make Your Own Assessment Creative Commons – Attribution License Creative Commons – Attribution Share Alike License Creative Commons – Attribution Noncommercial License Creative Commons – Attribution Noncommercial Share Alike License GNU – Free Documentation License Creative Commons – Zero Waiver Public Domain – Ineligible : Works that are ineligible for copyright protection in the U.S. (USC 17 § 102(b)) *laws in your jurisdiction may differ Public Domain – Expired : Works that are no longer protected due to an expired copyright term. Public Domain – Government : Works that are produced by the U.S. Government. (USC 17 § 105) Public Domain – Self Dedicated : Works that a copyright holder has dedicated to the public domain. Fair Use : Use of works that is determined to be Fair consistent with the U.S. Copyright Act. (USC 17 § 107) *laws in your jurisdiction may differ Our determination DOES NOT mean that all uses of this 3rd-party content are Fair Uses and we DO NOT guarantee that your use of the content is Fair. To use this content you should do your own independent analysis  to determine whether or not your use will be Fair. { Content the copyright holder, author, or law permits you to use, share and adapt. } { Content Open.Michigan believes can be used, shared, and adapted because it is ineligible for copyright. } { Content Open.Michigan has used under a Fair Use determination. }
  3. 3. Taking Advantage of Trends & Opportunities in Medical Publishing Jasna Markovac University of Michigan Medical School March 16, 2011
  4. 4. From this….. The Lancet , 1823. Retrieved from Elsevier.
  5. 5. To this….. The Lancet , 1823. Retrieved from Elsevier.
  6. 6. To this. The Lancet , 1823. Retrieved from Elsevier, 2004.
  7. 7. To this….. Screenshot of the PLOS Medicine open access journal, http://www.plosmedicine.org/article/info%3Adoi%2F10.1371%2Fjournal.pmed.1001158
  8. 8. Where were we? <ul><li>Journals </li></ul><ul><ul><li>Primary research </li></ul></ul><ul><ul><li>Clinical studies </li></ul></ul><ul><ul><li>Case reports </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>Monographs </li></ul></ul><ul><ul><li>Multi-authored medical texts </li></ul></ul><ul><ul><li>References </li></ul></ul><ul><ul><li>Encyclopedias </li></ul></ul><ul><ul><li>Clinical Manuals </li></ul></ul>
  9. 9. Where are we? <ul><li>Journals </li></ul><ul><ul><li>Primary research </li></ul></ul><ul><ul><li>Clinical studies </li></ul></ul><ul><ul><li>Case reports </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>Monographs </li></ul></ul><ul><ul><li>Multi-authored medical texts </li></ul></ul><ul><ul><li>References </li></ul></ul><ul><ul><li>Encyclopedias </li></ul></ul><ul><ul><li>Clinical manuals </li></ul></ul>Electronic content
  10. 10. Electronic Content Delivery Many Options <ul><li>On line journals, books, databases </li></ul><ul><ul><li>Accessible via license (site or individual) </li></ul></ul><ul><ul><li>Open Access </li></ul></ul><ul><li>Electronic readers </li></ul><ul><ul><li>E-books, e-magazines </li></ul></ul><ul><ul><li>Pay by download, ‘borrow’ from libraries </li></ul></ul><ul><li>Smartphone apps </li></ul>
  11. 11. What ’s Next? <ul><li>Information Communities </li></ul><ul><ul><li>‘ Traditional’ book content </li></ul></ul><ul><ul><li>‘ Traditional’ journal content </li></ul></ul><ul><ul><li>New content </li></ul></ul><ul><ul><ul><li>Patient education </li></ul></ul></ul><ul><ul><ul><li>Patient information </li></ul></ul></ul><ul><ul><ul><li>CME options </li></ul></ul></ul><ul><ul><ul><li>Other educational materials </li></ul></ul></ul>Electronic content delivery Modular, layered content, cross-linking, linking out to other resources PLUS
  12. 12. How is this different? <ul><li>Developed as an electronic product </li></ul><ul><ul><li>Modular content creation </li></ul></ul><ul><ul><li>Detailed reference linking </li></ul></ul><ul><ul><li>Fully linked & cross-referenced </li></ul></ul><ul><ul><li>Core content + layered content </li></ul></ul><ul><ul><li>Supplementary material </li></ul></ul><ul><ul><ul><li>Gene sequences, clinical case reports, animations, lab results </li></ul></ul></ul><ul><ul><li>Designed for various views (audiences) </li></ul></ul><ul><ul><ul><li>Physicians, patients, students, researchers, community </li></ul></ul></ul><ul><ul><li>Designed for various markets </li></ul></ul><ul><ul><ul><li>Individuals, libraries, industry, government </li></ul></ul></ul><ul><ul><li>Print on demand </li></ul></ul>
  13. 13. Challenges <ul><ul><li>Organization – editorial and production/publication </li></ul></ul><ul><ul><ul><li>Need to have sustained content generation </li></ul></ul></ul><ul><ul><li>Clarification of goals, markets, customers </li></ul></ul><ul><ul><li>Cost – setup and maintenance; customer service </li></ul></ul><ul><ul><ul><li>Who pays for all this? </li></ul></ul></ul><ul><ul><li>Largely unproven business models </li></ul></ul><ul><ul><ul><li>Should we charge? How much to charge? </li></ul></ul></ul><ul><ul><li>What about Open Access? </li></ul></ul><ul><ul><ul><li>What should be free? </li></ul></ul></ul><ul><ul><ul><li>How will it be supported? </li></ul></ul></ul>
  14. 14. Opportunities <ul><ul><li>“ One stop shop” for medical (and scientific) information </li></ul></ul><ul><ul><li>Serving multiple customer pools </li></ul></ul><ul><ul><ul><li>Patients, physicians, other health care providers </li></ul></ul></ul><ul><ul><li>Takes advantage of current and developing technology </li></ul></ul><ul><ul><ul><li>Measure web performance, patient outcomes </li></ul></ul></ul><ul><ul><li>Custom publishing, new products, tools </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Community building </li></ul></ul>
  15. 15. What ’s happening now? <ul><li>Information communities are currently being developed by: </li></ul><ul><ul><li>Learned societies </li></ul></ul><ul><ul><li>Commercial publishers </li></ul></ul><ul><ul><li>Not-for-profit organizations </li></ul></ul><ul><ul><li>University departments </li></ul></ul><ul><ul><li>Large laboratories </li></ul></ul><ul><li>But, still at a very early stage </li></ul>
  16. 16. How to publish? Where to publish? How to decide?
  17. 17. Depends on type of content <ul><li>Primary research material, clinical studies, case reports - “JOURNALS” </li></ul><ul><ul><li>Which journal(s)? </li></ul></ul><ul><ul><li>What ’s important to me? </li></ul></ul><ul><ul><ul><li>Impact factor? </li></ul></ul></ul><ul><ul><ul><ul><li>Top tier journals, with highest IFs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Top notch editors, editorial boards </li></ul></ul></ul></ul><ul><ul><ul><li>Open access? </li></ul></ul></ul><ul><ul><ul><ul><li>Open access/open choice journals </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Need to pay author fees </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Funding requirements </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>NIH, HHMI, Wellcome, other </li></ul></ul></ul></ul></ul>
  18. 18. <ul><li>Review materials, educational materials, methods/techniques – “BOOKS” </li></ul><ul><ul><li>What type of book? </li></ul></ul><ul><ul><ul><li>Single author, monograph </li></ul></ul></ul><ul><ul><ul><li>Chapter(s)/article(s) in reference books </li></ul></ul></ul><ul><ul><ul><li>Textbook </li></ul></ul></ul><ul><ul><li>What ’s important to me? </li></ul></ul><ul><ul><ul><li>Visibility </li></ul></ul></ul><ul><ul><ul><ul><li>Open access? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Broad-based, global marketing? </li></ul></ul></ul></ul><ul><ul><ul><li>Publisher experience </li></ul></ul></ul><ul><ul><ul><ul><li>Need help with content development, manuscript prep? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No help needed – can do it myself – self-publishing? </li></ul></ul></ul></ul><ul><ul><ul><li>Revenue generation </li></ul></ul></ul><ul><ul><ul><ul><li>Do I want to make some money from my publication? </li></ul></ul></ul></ul>Depends on type of content
  19. 19. “ Textbooks” <ul><li>How to publish a textbook? </li></ul><ul><ul><li>Identify your priorities/goals </li></ul></ul><ul><ul><li>Identify your market </li></ul></ul><ul><ul><li>Assess your resources </li></ul></ul><ul><ul><li>Possible publication venues </li></ul></ul><ul><ul><ul><li>Commercial company </li></ul></ul></ul><ul><ul><ul><li>University Press </li></ul></ul></ul><ul><ul><ul><li>Self-publish </li></ul></ul></ul><ul><ul><ul><ul><li>For profit </li></ul></ul></ul></ul><ul><ul><ul><ul><li>As OER </li></ul></ul></ul></ul>
  20. 20. Building an information community <ul><li>Identify the ‘community’ </li></ul><ul><ul><li>Clinical Center, Department, Specialty </li></ul></ul><ul><li>Identify leadership </li></ul><ul><ul><li>“ Editor-in-chief”, “Editorial/advisory” board </li></ul></ul><ul><li>Plan for content development </li></ul><ul><ul><li>Who will generate content? Over what period of time? </li></ul></ul><ul><li>Plan for web development </li></ul><ul><ul><li>Choose your tech partner(s) – University/other resources </li></ul></ul><ul><li>Assess your (financial) resources </li></ul><ul><ul><li>How much will it cost, for set up, over time? </li></ul></ul><ul><li>Make a plan </li></ul><ul><ul><li>GO FOR IT! </li></ul></ul>
  21. 21. Contact me! <ul><li>Jasna Markovac </li></ul><ul><li>[email_address] </li></ul><ul><li>or </li></ul><ul><li>[email_address] </li></ul><ul><li>More Information: </li></ul><ul><li>http://publishing.med.umich.edu </li></ul>
  22. 22. Additional Source Information for 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