AAOS and Tizra present strategies and tactics for digital publishing at digitalNow including: - Trends Affecting Associations - Key Digital Publishing Opportunities - What is Agile ePublishing? - AAOS Case Study identifying problems, evaluating vendors, integrating systems, iterating quickly and results For insights from the original AAOS decision making process and early adoption of Tizra, see case study: http://tizra.com/case-study-request-aaos.php.

1. AGILE ePUBLISHING
An Association Case Study
Association Case Study:

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Overview
• Trends affecting associations
• The digital publishing opportunity
• What is agile ePublishing?
• AAOS case study
– Identifying problems
– Evaluating vendors
– Implementing quickly
– Integration with other systems
– Iterate, iterate, iterate…
– Results

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Trends Affecting Organizations
• Members are looking for more personalized and
curated information
• Associations need to identify non-dues
revenue models
• In the Internet age, information needs to be
updated and distributed quickly
• Richer, more seamless and interactive experiences
are expected

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Digital Publishing Opportunities
• Immediate delivery of content
• Improved discoverability of content
• Open web standards providing access across devices
and platforms.
• Easier repurposing of content
• Ability to add value with rich media, supplements, etc.

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Agile ePublishing Defined
• Rapid iteration to constantly improve user experience
• Content repurposing and remixing
• Ability to reach users on their preferred devices
• Personalization based on integration with
existing systems
• Ability to leverage existing content and enhance
with new digital-first content
• Data driven optimization
• Flexible revenue models

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American Academy of
Orthopaedic Surgeons
• Preeminent provider of musculoskeletal education
to orthopaedic surgeons and medical professionals
around the world
• Professional association with 39,000 members
worldwide
• Active publisher of scientific and medical education
materials since the 1950s

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Making the Shift to Digital
• AAOS began selling ebooks in 2012
Initial platform wasn’t agile
– Titles required an app
– High vendor royalties
– Limited options (content, integration, configuration)
• 2013 AAOS strategic goal
– Accelerate content production
– Increase flexibility of content delivery

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Evaluating Digital
Publishing Platforms
AAOS Wish List

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AAOS Wish List
• Unified online experience
• Streamlined print/digital workflows
• Direct control over revenue
• Ability to repurpose content for continuing education
• Search and social sharing
• Protection of intellectual property
• Flexibility in marketing and business models

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Rapid, Agile Design Iteration
Focus on user
experience

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Ability to Break Up,
Repurpose and Remix Content

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Delivery on Mobile Devices

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Interactivity and
Rich Media Support

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Keys to Agile ePublishing
• Rapid ingestion of existing content
• Ability to enhance over time with rich media and
new digital first content
• Seamless cross-platform support with browser-based
delivery
• Direct control from editorial through sale and fulfillment
• Integration with association management and other
systems for single sign-on, tiered pricing and personalization
• Support for flexible revenue models, including
trials, subscriptions and institutional sales

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Points to Consider
• How will you manage DRM?
• Will you support tablets and phones?
• Do you prefer a fixed layout for a consistent user
experience between print and digital or reflowable?
• How can you repurpose existing content (unbundling?
remixing?)
• How can you support institutional customers?
• Integration with other offerings like CME?

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Questions?
Bill Bruce, CAE
Chief Technology Officer
AAOS
Carlos R. Martinez
Vice President, Sales
Tizra
carlos@tizra.com