Gavin Sharrock, Business Development Director at John Wiley and Sons, explains how to use content consumption behaviour to inform a medcomms publications strategy.
Recorded 6 July 2017 at a MedComms Networking event in Oxford. Produced by NetworkPharma.tv
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A major advantage of digital publishing is the ability to track content consumption behaviour to inform publications strategy. In the early days of digital publishing, publishers made assumptions which have subsequently turned out not to be true, for example, that younger people are internet savvy, while older readers prefer print. Research and analysis of content consumption behaviour can now give a detailed and informative picture of the behaviours of different communities of researchers and academics.
Peer-reviewed content remains of central importance. In a recent, large-scale survey of learned society membership, Wiley found that reading association publications was the number one reason for society membership, across disciplines and demographics. Critically, how people interact with content varies, depending on their ‘eco-system’ of peer networks and their online behaviour, as well as their speciality and the message being conveyed. Wiley now define audiences in terms of their online behaviours i.e. how they search for, interact with, and share content – which vary considerably across disciplines. For example, diabetes professionals and surgeons conduct online searches at different times, have different preferences in terms of search criteria and content, and use different criteria to evaluate content quality. Understanding how target audiences engage with content enables delivery in the most engaging formats, at the most effective times – and enables its reach to be extended by evolving it across different channels.
Written by Penny Gray, Freelance Medical Writer
We are building a library of free webcasts, like this one, for the global MedComms Community and others at http://www.networkpharma.tv and we’d welcome your suggestions for new topics and speakers.
Full details of this MedComms Networking event are at http://www.medcommsnetworking.com/event_060717.html
Gavin’s presentation (PDF format) is at http://www.medcommsnetworking.com/presentations/sharrock_060717_01.pdf
Gavin’s Linkedin page is at https://www.linkedin.com/in/gsharrock/
More about John Wiley and Sons can be found at http://www.wiley.com/
Filming and technical direction by Mario Crispino, Freelance Cameraman & Editor
[For the avoidance of doubt: this video is intended to be freely accessible to all. Please feel free to share and use however you like. Cheers Peter Llewellyn, Director NetworkPharma Ltd and Founder of the MedComms Networking Community activity at http://www.medcommsnetworking.com]