STM Seminar: Emerging Opportunities in Medical Publishing – Markets, Trends and Technologies

Seminar organized by Peter Ashman, Programme Director, BMJ Group



8:30 – 9:20

Registration & Coffee

9:20 - 9:30

Introduction by Peter Ashman, BMJ Group, Programme Director

9:30 – 10:30

Headline Speaker: The First Year Journey of a New Journal Editor
Howard Bauchner, MD, Editor, JAMA
Howard Bauchner will discuss the challenges he has faced since becoming the new Editor of JAMA on July 1, 2011. The former Editor-in-Chief of Archives of Disease in Childhood, Dr. Bauchner will discuss issues related to journal integrity, content, and the use of technology to present material in various formats. He will share his thoughts on the future of journal publication.

10:30 – 11:00

Coffee & Tea Break

11:00 – 12:30

Lightning Talks and Discussion: How can developments in publishing platforms (such as search and semantics) support the agile development of new business models

Moderator: Charlie Rapple, TBI Communications


I Saw What You did and I Know Who You Are

Kevin Cohn, Vice President of Operations, Atypon

Paradoxically, in order to provide the most relevant products, services, and advertisements to individual practitioners and researchers, publishers need to step back and focus on identifying and understanding their different groups of users. This presentation will discuss methods for achieving a greater level of targeted messaging.


Thomas Rump, Managing Director, HighWire Press

The topic Thomas Rump will be covering is the emerging trend of open platforms. Specifically how an open technology platform facilitates content distribution in the most effective manner.  Publishers in an open environment can create their own solutions -- or team with technology providers to bring forward new and exciting products. Openness creates opportunity.

Richard Padley, Managing Director, Semantico

Louise Russell, Chief Operating Officer, Publishing Technology

Michael Clarke, Executive Vice President, Silverchair Information Systems

12:30 – 1:30


1:30 – 2:30

The Geography of research is moving Eastwards – implications for publications

Moderator: Paula Gantz, Paula Gantz Publishing Consultancy


Footprints across the East-West bridge

Caitlin Meadows, Publishing Services Director, Charlesworth Group

In this session we look at how Western publishers can position their strategy for growth in China – their ‘China Footprint’ – by evaluating approaches to maximise the impact of their submissions, sales, and editorial connections. We focus particularly on the medical arena, but also take insight from other disciplines. We look at budgetary and academic trends in China (in comparison to those in other major geographical areas such as India), and how these might influence Western publishers’ strategies in the short and longer term, as well as publishing models such as open access. We will also share trends and perspectives from Chinese publishers and researchers. What can we learn? And how might the East-West publishing landscape look in 5 or 10 years for the medical publisher in either region?


The China bull in the publishing shop

Benjamin Shaw, Global and China Director, Edanz Group Ltd

Most publishers find it a challenge taking advantage of the many opportunities presented as Asia grows into a scientific powerhouse. The need for new approaches is highlighted by examining the obstacles faced by Chinese authors in achieving publication success. Opportunities abound for establishing a competitive advantage in author outreach and services, and the author community will reward publishers who foster the development of a positive scientific culture. Adopting an author-centric approach is a sustainable long-term strategy, with Chinese authors and with those from other emerging markets.


Narrowing the floodgates

Michael Brown, Editorial Director, Medicine Journals, Oxford University Press

Publishers are seeking ways to engage with scientific communities in China in order to increase published content and grow revenues and profile. The scale of opportunity is matched by the number of challenges which create barriers to entry in this important market. Publishers need to engage not only with the market landscape but also with the cultural context in which research and publication takes place. We explore how OUP aims to increase its publishing activities in China while maintaining a focus on publishing high quality content.

2:30 – 3:00

Coffee & Tea Break

3:00 – 4:00

Pharmaceutical Companies and Medical Publishers – in a world of increasing regulation, we need each other more than ever

Moderator: Phil Johnson, Publisher, British Medical Journal


Sarah Feeny, Head of Scientific Division, Complete Medical Communications

There is ever-increasing regulation and scrutiny of the publication of industry-sponsored research and the involvement of medical communications agencies contracted to facilitate it.  In this session we will discuss how three of the main stakeholders, publishers, industry and agency can work better in this environment.  The presenters will also identify areas where publishers are in a unique position to assist industry and agency by reinforcing what is required of authors through journal editorial policies.  Inevitably, any successful solutions to the challenges faced will require different stakeholders groups working together in a multidisciplinary manner, as demonstrated by groups such as MPIP (Medical Publishing Insights and Practices initiative) and ISMPP (International Society for Medical Publication Professionals).


Anna-Lisa Fisher, Director of Publication Management Team, Pfizer Ltd

4:00 – 5:15

I have my content . . . where does it fit into the workflow of a clinician?

Moderator: Dr. Charles Young, MRCP, VP & Publishing Director, Global Clinical Solutions Wiley-Blackwell, John Wiley & Sons, Emergency Physician, St. Thomas' Hospital, London


I have my workflow, why do I need . . . you?

Dr Charles Young, MRCP, 
VP & Publishing Director, Global Clinical Solutions Wiley-Blackwell, John Wiley & Sons 
Emergency Physician, 
St Thomas' Hospital, London

Workflows, content, technology, clinicians, evidence, updating, assessment, performance-improvement, quality, and patients......a complex mixture in an even more complex environment. Our challenge is to consider all of these components, and then fit the jigsaw together in a way which makes things better rather than worse for patients and clinicians.


10 lessons from publishing medical tablet applications

Shaun Barriball, CEO & Founder, Mobile IQ

With tablets increasingly becoming the device of choice for content consumption by medical professionals, publishers are eager to deploy their content to these devices. But in the brave new world of tablet publishing, there are many things to consider when creating a sustainable, optimised product that works well on the touch-screen medium. Automated workflows, monetization, and fragmentation to name just a few.


In this presentation, Shaun Barriball, CEO of PressRun, discusses lessons learned from deploying high profile apps for New England Journal of Medicine, BMJ and Wiley. PressRun is an award-winning tablet publishing platform which uses HTML5 as its native content format.


Rhian Morgan, RN, Clinical Strategist, Cerner Corporation



Closing remarks by Peter Ashman, BMJ Group, Programme Director

Please check back for updates on this seminar.

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