PM360 March 2010

ASSOCIATION JOURNALS

Update on Association Medical Journals

Membership has its privileges. Chief among them for many physicians and specialists are the medical societies’ peer-reviewed periodicals.

Steve Tauber
Vice President
The Walchli Tauber Group
stephen.tauber@wt-group.com

Medical associations set the standards of care for the patients of the physicians they represent. When you hear of a groundbreaking study about children, the news media will refer to the American Academy of Pediatrics or the most recent issue of Pediatrics. This is the case for most of the large, influential medical associations. With news of a new cancer treatment, you’ll learn the information is from the Journal of Clinical Oncology. Physicians rely on society medical publications for the most relevant and latest-breaking clinical research findings and treatment guidelines. Many of these publications are the top-referenced in their specialties. One of the primary benefits of membership for physicians is access to clinical information delivered through these periodicals. Their stringent peer-review process further validates their published data. 

To join the ACCP, you must be double-board certified in a primary care and a chest medicine related specialty and be sponsored by an existing member. ASCO members are licensed physicians who have completed approved oncology subspecialty training programs. From independent research that we commissioned, we’ve learned that board-certified physicians and physician members of medical associations usually see more patients, write more prescriptions, and are more influential than their non-board certified, non-member counterparts. This makes medical society members an even more important target for advertisers’ campaign messages.

Every medical society we represent publishes their journals full-text online. Many articles are published full-text online ahead of print and, in some cases, all of a journal’s articles are. The AAP publishes articles exclusively online and is developing Online Interactive Digital Editions that appear just like the print versions inclusive of advertising. Many of our association clients, including the AAP and ASCO, are developing Kindle editions and smartphone applications so their member subscribers can access their content anywhere.

David Sgrignoli
Senior Vice President Marketing and Communications
American College of Physicians
Annals of Internal Medicine
dsgrignoli@acponline.org

Annals of Internal Medicine is rated as the top benefit of membership by the American College of Physicians’ 131,000 physician and medical student members. ACP surveys find that “access to publications and clinical information resources” is the primary reason for ACP membership and principal among these is Annals of Internal Medicine. Because association members receive the journal as a benefit in exchange for dues, they are in effect “paid subscribers.” As with paid subscribers, readership loyalty among members is high and engagement with the journal is integral to their professional lives.

In association journal publishing, membership dues are the principal source of funding. This ensures a rigorous editorial process and a consistent volume of high-quality content. Dr. Hal Sox, former editor of Annals, noted: “Good medical journalism is expensive and society depends on it, so we must find a way to sustain it.” Membership support for journals is one way to accomplish that.

Annals has a unique relationship to its readers via access to ACP’s membership. Editors frequently interact with readers through committees, councils, and scientific meetings. They tap into ACP’s rich membership database for interesting and relevant journal content. Among the association’s members are internal medicine’s key thought leaders, who contribute to the journal as authors, reviewers, readers, and promoters. They utilize Annals content in grand rounds and residency “journal clubs” and to stimulate intellectual dialogue with colleagues.  

Annals’ digital presence includes the web, downloads to handheld devices, and a presence on Facebook, Twitter, LinkedIn, and other social media sites. The introduction of the iPad has expedited plans for Annals’ migration to mobile e-readers and other mobile platforms.

Journal readers expect more from their digital editions than a reproduction of the print journal. Content is king in the digital world. Through its unique position within ACP, Annals leverages the association’s clinical and educational assets to make the Annals’ digital journal more robust and multi-dimensional.

Association journals are uniquely positioned to maintain a rigorous editorial process that sustains readership loyalty and to enhance their digital editions through access to other association content. This should be of interest to brand managers and media buyers alike.

Art Wilschek
Executive Director Worldwide Sales
New England Journal of Medicine

Massachusetts Medical Society
awilschek@nejm.org

The New England Journal of Medicine, which is owned by the Massachusetts Medical Society, is unique among medical journals. In January 2012 it will be 200 years old, the oldest continuously published medical journal in the world and the only truly paid (not part of association dues, except for members of the Massachusetts Medical Society) multi-specialty medical journal in the United States. The Journal has not rested on its laurels and has continually updated its editorial content to keep pace with the changes in medicine. In the last several years, it has added such features as Interactive Medical Cases, Clinical Practice, Videos In Clinical Medicine, and Perspectives on various issues in medicine. It has remained the most quoted and respected medical journal in the world with an impact factor from ISI of 50.02, 58% higher than the next medical journal. NEJM continually ranks among the top-read journals in many specialties including Cardiology, Oncology, Hematology, and Internal Medicine.

The New England Journal of Medicine’s global digital presence is second to none among medical publications with more than 20 million page views per month worldwide. Physicians have the opportunity to visit the website, watch videos, listen to podcasts, participate in interactive medical cases and receive emails and newsletters from NEJM and Journal Watch. Starting in April, content from NEJM will be available on two iPhone apps. In June, NEJM will be relaunching its website with a host of new search and display functionalities, as well as new advertising and sponsorships opportunities. All of these print and digital channels offer advertisers targeted opportunities to reach physicians and related healthcare personnel in the United States and around the world.