Taking advantage of the emerging social media trends is key to measuring the impact of new scientific publications in the future. In association with PM Live, McCann Health discuss the importance of maintaining traditional methods of publication while embracing change.

Medical publications such as the New England Journal of Medicine have capitalized from the exponential rise in the popularity of social media. Facebook remains the fourth biggest driver of link referrals to their journal. Their impressive presence boasts over a million ‘likes’ and read rates of over 200,000 views per post.

Naturally, the pharmaceutical industry has devoted an increasing amount of time to social media too. Communications and branding teams have led the way but publication planning lags behind, as discussions of clinical data move beyond the traditional publication environment and into these new communication channels.

At a time when the regulatory restrictions are still not entirely clear, it is important that publication planners ensure how data is contextualised in the journal world and the social media world, and that they have the right tools for monitoring data consumption within the medical community to maximize benefit.

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“The fact that, with PubMed Commons, there is now an online forum for public commentary on PubMed publications is huge,” says Sarah Feeny, head of scientific direction at Complete Medical Communications. “To ignore that and not see the conversations people are having about data and publications – and in such a visible arena – would be remiss.”

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