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Carelli "Promoting Content Discovery Within the Reader/Researcher Workflow"
TrendMD, founded in 2014, enhances content discovery for researchers and publishers by providing personalized recommendations based on user behavior across over 5,000 scholarly websites. The platform uses collaborative filtering and has been shown to significantly increase article citations and reader engagement, outperforming traditional sources. Case studies demonstrate its effectiveness in driving author submissions and healthcare professional signups through targeted campaigns and referrals.
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Carelli "Promoting Content Discovery Within the Reader/Researcher Workflow"
- 1. Promoting Content DiscoveryWithin the Reader/Researcher Workflow Bert Carelli Director, Partnerships
- 2. About TrendMD Founded in2014 by professionals from academic research, scholarly publishing, and digital technology Nurtured by Y Combinator — the startup accelerator that incubated Reddit, Dropbox, and Airbnb. 42 employees, with management in Toronto, California and Germany Used by over 400 scholarly publishers on nearly 5,000 websites
- 3. 8,000+ new articlesper day 50% of articles are never read (Eveleth, 2014) and a much higher percentage are never cited (Meho, 2007)
- 4. Publishers, Authors What canI do to promote discovery of my content? Researchers How do I find the content that will be most interesting and useful to my work? Two Sides of the Problem
- 5. Browsing is coreto discovery “Browse and search are becoming more blurred and more similar.” How Readers Discover Content in Scholarly Publications, Gardner & Inger, September 2018 A specialist bibliographic database (A&I) 4.0 3.0 2.0 1.0 0.0 5.0 6.0 When you wish to view the latest issues of your favourite online journals, how do you navigate to those journals? Library web pages, library discovery tools, library search engines A journal collection such as EBSCO, ProQuest A social or professional networking site A publisher’s website By following links in journal alerts The journal’s homepage A general web search engine An academic search engine E.g. Google Scholar A scholarly society web page 2005, n=413, ±0.20 at 95% confidence 2008, n=762, ±0.15 at 95% confidence 2012, n=2340, ±0.09 at 95% confidence2015, n=4961, ±0.06 at 95% confidence 2018, n=1980, ±0.09 at 95% confidence
- 6. Browsing on publisherwebsites “Related articles remain the most popular feature of a publisher website.” How Readers Discover Content in Scholarly Publications, Gardner & Inger, September 2018
- 7. TrendMD recommendations addbrowsing to the reader’s flow Readers discover new content, based on: What they are reading What other users like them have read What they have read in the past 3 1 2
- 8. TrendMD generates recommendationsvia collaborative filtering - similar to how Amazon product recommendations are generated
- 10. ‘People who readthis also read this’
- 11. A/B tests over6-weeks; read the full report Quality of recommended articles: TrendMD outperforms PubMed related citations by 272% 5.0% Week 1 Collaborative filtering (TrendMD)Semantic similarity 4.0% 3.0% 2.0% 1.0% 0.0% Week 2 Week 3 Week 4 Week 5 Week 6
- 12. A cross-publisher network Findnew readers: Grow your readership by showing links to your articles across top scholarly publications Increase page views: Increase article views 4-6% by recommending additional relevant content to all visitors Increased article usage measured by: Article pageviews Mendeley readers Altmetric scores Citations 1 2 Your content Other publishers in TrendMD Network Non-sponsored click Sponsored click Sponsored click Your content
- 13. TrendMD is usedon over 5,000 scholarly websites by 300+ publishers Publishers Integration partners
- 14. 180M+ Monthly Uniques Globally 10M+ MonthlyClicks 40% Mobile 60% Desktop 90% US MDs reached 85% US academic reached TrendMD audience reach
- 15. Country Sessions Percent UnitedStates 49.0M 56.36% United Kingdom 9.5M 10.93% India 6.2M 7.13% Canada 5.2M 5.98% Australia 3.6M 4.14% Philippines 1.6M 1.84% Germany 1.4M 1.61% China 1.2M 1.38% Japan 1.1M 1.27% South Africa 896K 1.03% France 829K 0.95% Netherlands 811K 0.93% Spain 800K 0.92% Italy 783K 0.90% Brazil 714K 0.82% Singapore 683K 0.79% Nigeria 675K 0.78% Malaysia 670K 0.77% New Zealand 639K 0.74% Ireland 637K 0.73% Global Distribution
- 16. TrendMD Traffic Shaping Professional& Enterprise Plans Goal Tactic Increase Impact Factor Promote only content from the previous 2 years. Promote articles based on Most-Read, Most-Cited, or most- mentioned in altmetric data. Launch a new site Use credits from high-traffic sites to promote articles from new site Highlight a sub-discipline or conference Use credits to promote a collection, an issue, or selected articles Increase author submissions Use backlink data to determine to target authors publishing in 3rd- party journals Increase institutional subscription sales Use custom TrendMD analytics data on where new readers are coming from, how many are returning, what articles they read on other journals, etc.
- 17. Impact: TrendMD trafficincrease is correlated with 50% increase in mean citations over 12 month study Control 0.0 5.0 10.0 15.0 20.0 Mean citations over 12- months “The Citation Advantage of Promoted Articles in a Cross‐Publisher Distribution Platform: A 12‐Month Randomized Controlled Trial”; Kudlow et al; Journal of the Association for Information Science and Technology, First published: 23 December 2019, DOI: (10.1002/asi.24330)
- 18. 0 10 20 TrendMDsignificantly increased citation counts in Health and Medical Sciences (82%), Life Sciences and Earth Sciences (80%), and Physics and Mathematics (59%) Control TrendMD Health and Medical Sciences Social Sciences Chemical and Materials Sciences Business, Economics, and Management Humanities, Literature and Arts Engineering and Computer Science Life Sciences and Earth Sciences Physics and Mathematics 30 40 50 “The Citation Advantage of Promoted Articles in a Cross‐Publisher Distribution Platform: A 12‐Month Randomized Controlled Trial”; Kudlow et al; Journal of the Association for Information Science and Technology, First published: 23 December 2019, DOI: (10.1002/asi.24330) 60
- 19. Control (n=198) 0 24 6 8 Read the Full Report in the Journal Scientometrics Mean Mendeley saves over 4-weeks (n=197) Impact: TrendMD traffic increase is correlated with 77% increase in Mendeley saves
- 20. Reader Engagement: TrendMDreaders view more articles per visit than all other traffic sources 0 1 2 3 4 Pages per session
- 21. Reader Engagement: TrendMDreaders have the lowest bounce rate of all traffic sources
- 22. Attracting authors 0.0% 10.0% Q3What finally convinced youQ2 How did you hear Read a paper published by BMC Published previously with BMC Asked to peer review a paper published by BMC Recommended by colleague / friend Saw an advertisement Read an article in scientific or general press Received a call for papers by e-mail Received a call for papers by direct mail Heard presentation/received visit from BioMed Central Received information from my institute/library Saw BioMed Central at a conference Received an abstract book of journal articles 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
- 23. Case study: JMIRPublications uses TrendMD to drive author submissions Goal JMIR Publications, is a leading eHealth publisher of 24 Open Access journals Ue TrendMD to drive author submissions Strategy JMIR Publications launched a TrendMD campaign to promote 500 articles from the Journal of Medical Internet Research (JMIR IF=5.175) to targeted researchers in the TrendMD Network Links to JMIR content were featured in TrendMD article recommendations, across a network of >4,000 journals such as The BMJ, Lancet, Pediatrics, and others 10,000 clicks were purchased for the campaign As controls, JMIR launched 2 additional campaigns: Google AdWords and Facebook, with the goal of driving author submissions Conversion rate vs Source of referral 0.00% 0.10% 0.20% 0.30% Results TrendMD campaign resulted in 26 author submissions at a conversion rate of 0.26% ROI was nearly 10x TrendMD outperformed Google Adwords by >2x and Facebook by >5x Source of referral Sessions Author submissions Conversion rate TrendMD 10,000 26 0.26% Google AdWords 5,000 6 0.11% Facebook 12,500 7 0.05% Grand total 17,500 12 0.08%
- 24. Targeting While TrendMD findsthose readers most likely to be interested in your content, finer targeting is available under Enterprise Plans Country or region (Global) Institutional (Global) Target hospital networks, universities, colleges, organizations User-targeting (Global) Target specific types of researchers and/or HCPs in the network, globally
- 25. Case study: TrendMDdrives HCP signups Goal Drive new HCP signups to Elsevier PracticeUpdate - http://www.practiceupdate.com/explore/ Strategy Elsevier Practice Update installed the TrendMD widget and launched a campaign targeting HCPs Practice Update content was promoted in TrendMD network Results Pilot campaign resulted in over 500 new HCP signups in first month Over 7,500 HCPs were directed to Elsevier Practice Update in first month Conversion rate was >5% Breakdown of HCP signups to Elsevier Practice Update from TrendMD referrals: Professions for TrendMD, All channels: Jan 2017 0 25 50 75 100 125 150 175 200 225 Physician Consumer/Other Student Other Health Professional Faculty/Educator Researcher/Scientist Nurse Fellow/Resident Nurse Practitioner Pharmacist Physician Assistant Media/Press Optometrist
- 26. Case study: TrendMD<>Merckpromotion of Nexplanon Background In the sample data below, TrendMD was one of two sources of referral for a microsite sponsored by Merck. Strategy Merck’s goal was to promote the use of Nexplanon to targeted physicians and drive conversions which were measured as email signups. The brand had a small match list of 8,464 physicians with NPI numbers. TrendMD initially matched to 96% of the list. Results 500 clicks were purchased from TrendMD with visitors only coming from the match list. The conversion rate with TrendMD was the highest compared to all other channels (3.71%) TrendMD alone succeeding in reaching over 5% of the original match list provided by Merck. Conversion rate vs Source of referral 0.0% Source of referral Sessions Pageviews Pages/session Bounce rate TOS Conversions Conversion rate Google AdWords 180 224 1.24 76% 0:01:15 1 0.28% Facebook 220 276 1.25 82% 0:01:22 2 0.90% Email 73 161 2.21 62% 0:02:03 1 1.30% TrendMD 500 1116 2.23 47% 0:02:14 19 3.71% Grand total 973 1777 1.83 67% 0:01:44 22 1.55% Email 1.0% 2.0% 3.0% 4.0%
- 27. Article-level Campaigns -Promoting Time-Critical Content: Covid-19 The Problem: In a glut of unreliable information, with the cancellation of scientific conferences, how can a publisher get their vital information noticed? Publisher #1 Started campaign Feb 1, starting with 16 articles with keyword ‘Corona’ Total budget of $2000 9.6 million impressions and nearly 2,400 clicks (pageviews) in February Publisher #2 Started campaign Mar 6 to promote 10 articles related to the coronavirus Initial $1,000 budget, set with weekly limits. March 10 - Upon seeing high demand, increased weekly budget to $500 March 17 - Increased budget to $1,000/week As of March 18, 5.6 million impressions, and over 1,600 clicks.
- 28. Thank you! Bert Carelli Director,Partnerships bert.carelli@trendmd.com 510-551-3784