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© Jabin White, Elsevier Inc. 2005

Interweaving Print and Online Content

Elsevier E-ditions ® and Drug Updates on MD Consult®

Presented by: Jabin White, Elsevier Inc.Date: June 1st, 2005

© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005

Agenda

§ Background§ Case Study 1 – E-ditions at Elsevier§ Case Study 2 – Drug Updates on MD

Consult§ Conclusions, Final Thoughts


Who is Elsevier?

§ Publish more than 1,800 journals, more than 2 million pages per year

§ Brands include ScienceDirect, MD Consult, and imprints Mosby, Saunders, Churchill-Livingstone

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Who am I?

§ Started as Editorial Assistant, then Developmental Editor

§ Learned SGML at Mosby§ Moved to Williams & Wilkins in 1997,

merged with L-R in 1998§ Moved to Harcourt Health Sciences in

October, 2000, acquisition by Elsevier completed in September, 2001


E-ditions§ Print/online package

for key healthcare reference titles

§ More than 30 titles published in last two years

§ Online version updated weekly

§ Plus additional value-add features


Background§ Drive sales and revenue of big-brand titles§ Growing user demand for comprehensive,

authoritative and current information§ Demand for e-products designed for the individual§ Complement highly used and valued print product§ Support migration to online resource usage§ Keep step ahead of print and electronic

competition

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Progress

§ First e-dition launched May 2003§ >30 key titles now available§ Covers most core Medical/Surgical

specialties§ Expanding into other health markets§ Excellent market response


Our Business Model Approach

§ Capitalize on print brand and reputation§ Clarity of product concept and business model for

channels and customers§ Maximize sales impact by making the most of

current channels § Transitional step in migration of key customer

bases to online products§ Leverage existing organization and process to

support e-products


Sales Model§ Print/online package sold

using boxed book with web access information

§ Package has price premium over standalone book

§ Online access provided for life of edition

§ Simultaneous publication with print

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Braunwald’s Heart Disease, 7e

§ Two-volume print book: $189§ Website access only: $189§ Two-volume print book and website access

together: $289§ Website access is for life of edition


Product Features§ Full searchable text online§ Updates§ Ensure currency of online product

§ Image Tools§ Add new functionality to book content

§ Handheld Functionality§ Custom “books-to-go”

§ Enriching Content§ Add unique online value


Updates§ Enhanced currency one of

print users’ largest needs§ All titles updated at least

weekly§ Updates integrated with

original text§ Hotsynced to handheld

devices§ E-mail alerts of new

updates

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Image Tools§ Image library leverages book

content with new functionality

§ Huge demand for easily downloadable images for use in teaching and presentations

§ E-ditions give ability to search/browse for images and download PowerPoint™ presentations


Handheld Functionality§ Handhelds key in

medical markets§ Any book content can

be sent to PDA§ Allows customer to

use customized book at point of need

§ Updates hotsyncedautomatically

§ Bookmarking and search from PDA


Enriching Content§ Reference linking to

literature§ Self-assessment

materials§ Embedded reference

tools (e.g. drug database)

§ Use video, animations and tools to enhance core book content

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Quick Product DemoBraunwald’s Heart Disease, 7th Edition

www.braunwalds.com



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Figure 47-4 Importance of time to reperfusion in patients undergoing primary percutaneous coronary intervention (PCI) for ST segment eleva tion myocardial infarction (STEMI). This plot is based on the pooled data from 1791 patients undergoing primary PCI for STEMI. After adjusting for baseline risk, there is a curvilinear relationship

between the time elapsed from the onset of symptoms to balloon i nflation and the rate of mortality at 1 year. For every 30-minute delay from onset of symptoms to primary PCI, there is an 8 percent increase in the relative riskof 1-year mortality. (From De Luca G, Suryapranata H, Ottervanger JP,et al: Time-delay to treatment and

mortality in primary angioplasty for acute myocardial infarction: Every minute counts. Circulation 109:1223, 2004.)

Downloaded from: Heart Disease (on 29 May 2005 07:45 PM)© 2005 Elsevier

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Figure 53-12 Commonly used classification systems for aortic dissection. (Refer to Table 53-1 for definitions.)



Figure 25-1 Schematic representing proper positioning of the intraaortic b alloon. (Courtesy of Datascope, Inc.)



Figure 56-10 Diagrammatic representation of tetralogy of Fallot. 1, Pulmonary stenosis; 2, ventricular septal defect; 3, overriding aorta;4, right ventricle hypertrophy. RA = right atrium; RV = right ventricle; LA = left atrium; LV = left ventricle; Ao = aorta; PA = pulmonary artery. (From Mullins CE, Mayer DC: Congenital Heart Disease: A

Diagrammatic Atlas. New York, Wiley-Liss, 1988.)


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End of Demo


Production Issues§ Full-text SGML and images delivered to

platform from compositor at the same time as fat PDFs for printing book

§ Currently using MD Consult DTD§ In line with company strategy to move

toward XML-first workflow§ Outsourced composition and conversion

with careful control of validation and workflows


Development Issues

§ Re-engineered a platform built by small UK (internal) development group

§ All E-ditions share the same platform –changes that benefit one benefit ALL

§ Maintenance costs are minimal when spread across all titles

§ Enhancements are done via small, nimble development group

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Updates§ Section Editors decide on update topics,

send to Updates Manager§ Similar to manuscripts, these must be

chased§ Freelance medical writers then contribute

updates, submitted to production§ Added to site via web interface, production

personnel must select appropriate section to which to “anchor” update


Archiving/Versioning§ Updates are not automatically part of the next

edition§ Updates are sent, along with a MS Word version

of current chapter, to the author for the next edition§ He/she may include or re-write updates, but is not

mandatory§ “True” version of x edition is the full-text without

updates, which is archived§ E-ditions version is archived on web, but is not

considered part of x edition


Author/Customer Reception

§ Authors have embraced it, as it blends their work with more currency, with little effort

§ Customers have been enthusiastic§ Offers best of both worlds: solid, peer-

reviewed information enhanced with timely updates

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How did we get here?

§ BooksàFull-Text Books on CD (Bibliotext, etc.)àFull-Text Books on WebàCD/Online HybridsàE-ditions


How did we get here?

§ Evolutionary approach to product development

§ Customers were shouting for updated, vetted information

§ Leverages existing channels to reach (sometimes) existing customers

§ Static approach – if negative feedback on print, it can be fixed online before next edition


Greatest Challenges

§ Despite best intentions, some of this was done independent of normal Elsevier processes§ Good and bad implications

§ Important to gain critical mass -- and legitimacy -- in the eyes of the operations group

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E-ditions wrapup

§ Great lessons learned – unfortunately many of them are unique to Elsevier

§ Business model issues: E-ditions model contrasts nicely with MD Consult model§ Consult gives customer everything, and books’

brand is less important as a single entity§ E-ditions are purchased for the single book

‘experience’ – and then enriched


Case Study 2: Drug Updates on MD Consult


What is MD Consult?

•• Online, Clinical “Information Tool”Online, Clinical “Information Tool”•• Answers clinical questionsAnswers clinical questions•• Helps physicians keep upHelps physicians keep up--toto--datedate

•• Response to physician desire for simplified access to informatioResponse to physician desire for simplified access to information n resources onlineresources online

•• Tight integration of multiple content types Tight integration of multiple content types

•• Publishing platformPublishing platform

•• Marketing and distribution channelMarketing and distribution channel

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About MD ConsultMD Consult Users and CustomersMD Consult Users and Customers

•• Presently more than Presently more than 300,000300,000users of MD Consult users of MD Consult Core Core CollectionCollection under paid access plans. under paid access plans. (active, registered, unique users)(active, registered, unique users)

•• Purchased by organizations including: over Purchased by organizations including: over 93%93% of US medical of US medical schools, nearly 1000 hospitals, the US military medical schools, nearly 1000 hospitals, the US military medical commands of the Army, Navy and Air Force, the National commands of the Army, Navy and Air Force, the National Institutes of HealthInstitutes of Health, etc., etc.


About MD ConsultEach Month:Each Month:More than 1,700,000 More than 1,700,000 clinical questions posed clinical questions posed by usersby users

More than 9,000,000 More than 9,000,000 pages of clinical content pages of clinical content viewedviewed


Drug Info on MD Consult

w w w . m d c o n s u l t . c o m

8Pill pictures and imprint cross-reference provided

Comprehensive, unbiased prescribing information on over 40,000 medications

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Mosby’s Drug Consult

§ Contains thousands of FDA-approved drug monographs, with additional material on drug interactions, off-label uses, foreign brand names, etc.

§ Database is updated daily, but extracted only monthly for loading onto MD Consult and other electronic products, yearly for print product (with quarterly print updates)


Drug Information, with updates

§ *Some* drug information changes rapidly, but the one true source of non-changing monographs also has value

§ Given different circumstances of customer use, why not offer both?


Drug Updates

w w w . m d c o n s u l t . c o m

8Provides at-a-glance news on drugs.

8Includes latest FDA drug approvals, safety notices and warnings, newly approved indications, and other pharmaceutical news.

The latest FDA drug approvals, safety notices, approved indications and other pharmaceutical news

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Production Issues

§ “Mosby’s Drug Consult” is maintained by dedicated team of 4 editors, with database support

§ Mosby’s Drug Consult is updated daily, but has varying extraction and data feeds

§ Drug Updates and news is authored by MD Consult editorial personnel

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‘Global’ vs. ‘Local’ Content

§ Global Content – could be used by any application at Elsevier, non-specific tagging and workflows

§ Local Content – for use by 1 platform, usually authored at the platform level

§ Different drug information is produced by each stream

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Archiving/Versioning

§ Mosby’s Drug Consult maintains a separate archive – monographs of record

§ Drug Updates and news are part of the MD Consult product – no life beyond that

§ Separate update cycles – the only time they co-exist is when the user calls them together


Conclusions, Final Thoughts

§ In both case studies, today’s version was evolutionary, tomorrow’s will theoretically be that much better

§ Online allows tighter “revision” timelines, and can be used effectively to supplement print


Conclusions, Final Thoughts

§ There are no “one size fits all” answers§ Technological advances in production offer

both challenges and opportunities – the key is finding the right approach for your product and your audience§ Customer expectations are changing

§ Print is forever, online doesn’t have to be

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Thank YouQuestions?

Jabin WhiteExecutive Director, Electronic Production

Elsevier1600 John F. Kennedy Blvd, Suite 1800

Philadelphia, PA 19103215.239.3231

[email protected]

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