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FUTURE LAB lakartidningen 2.0 Stefan Johansson, managing medical editor Anne Brynolf, student editor
YOU  My name is and I work The first thing I associate with the Future is
WE - dont know the Future - will not write you a prescription
UNIVERSAL TRUTH Future = Change
YESTERDAY vs TOMORROW Track record  - what you  did Plans  - what you want to  do
CONTROL, IF YOU KNOW - how the organisation works - your goal - your position relative the goal - mechanisms you can influence
CONTEXT readers authors the public owners, editors
 PUBLISHING HAS CHANGED WTF HAS CHANGED?! (will they ever get to the point)
GUTENBERG vs GATES  Research communication is changing  Journals need to adapt to a changing world medical journals are online competition about readers indexing/searchability
CONCEPT OF COMMUNICATION posters  communication communication happens when your message reaches the reader
VISION concrete (nouns and verbs) achievable communicated measurable  A vision gives a clear framework
ATTRACT AND KEEP AUTHORS much TLC, but also Pubmed quick and easy handling the School yard mentality feedback  Trumpet your success   they want a reliable service with no excuses
READERS WANT  know your readers
READERS WANT 2005 2008 You? Table of contents (email) 88 82   Search function 77 71   Related articles 59 60   Reference lists linked Pubmed 59 58   Citation feedback 54 55   Web manuscript submission 52 53    Editors choice   32 49   Downloads images/ppt 46 40   News articles   27 42   RSS-feeds   4 11
THE PUBLIC Policy  documents ! ethics, law, PR, fraud etc  Create trouble  Medical publishing should benefit patients  Rock the boat  but dont sink it
油
FUTURAMA  (according to BMJ 2002;325:1472-5)
FUTURAMA  (according to BMJ 2002;325:1472-5) Lisa Bart Marge Homer Description Global conversation  Big companies rule Academic innovation + publishers do magazines Status qou Printed journal No Yes Yes Yes Knowledge is created through/by Consensus Big organisations and enterprises Academia and publisher The reader Technic All sorts of rapid digital communication Systems controlled by companies Fancy magazine and smart web site Journal and simple web site Philosophy  I know a person who knows a person who knows exactly what you want to know  There is no independent info  Get it up on the web  Dont rock the boat Who gets credit Everyone gets equal credit  authors and readers are the same Readers (customers) (authors dont want credit) Authors from Academia  Readers by the publisher As today authors and readers gets some credit
FUTURE LAB lakartidningen 2.0
The medical student
The intern
The resident
晦辰一温姻岳庄糸稼庄稼乙艶稼
graphics tutorials quiz reviews courses in dept material books rehearsal ABC articles orientation 晦辰一温姻岳庄糸稼庄稼乙艶稼  service provider interactivity
晦辰一温姻岳庄糸稼庄稼乙艶稼 2.0 platforms? formats? content? services? goods?
Present products Current integration What do you want What can you deliver What drives development readers, authors, editors, owners  who are they public arena what do they need what do they want
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Futurelab 100521

  • 1. FUTURE LAB lakartidningen 2.0 Stefan Johansson, managing medical editor Anne Brynolf, student editor
  • 2. YOU My name is and I work The first thing I associate with the Future is
  • 3. WE - dont know the Future - will not write you a prescription
  • 5. YESTERDAY vs TOMORROW Track record - what you did Plans - what you want to do
  • 6. CONTROL, IF YOU KNOW - how the organisation works - your goal - your position relative the goal - mechanisms you can influence
  • 7. CONTEXT readers authors the public owners, editors
  • 8. PUBLISHING HAS CHANGED WTF HAS CHANGED?! (will they ever get to the point)
  • 9. GUTENBERG vs GATES Research communication is changing Journals need to adapt to a changing world medical journals are online competition about readers indexing/searchability
  • 10. CONCEPT OF COMMUNICATION posters communication communication happens when your message reaches the reader
  • 11. VISION concrete (nouns and verbs) achievable communicated measurable A vision gives a clear framework
  • 12. ATTRACT AND KEEP AUTHORS much TLC, but also Pubmed quick and easy handling the School yard mentality feedback Trumpet your success they want a reliable service with no excuses
  • 13. READERS WANT know your readers
  • 14. READERS WANT 2005 2008 You? Table of contents (email) 88 82 Search function 77 71 Related articles 59 60 Reference lists linked Pubmed 59 58 Citation feedback 54 55 Web manuscript submission 52 53 Editors choice 32 49 Downloads images/ppt 46 40 News articles 27 42 RSS-feeds 4 11
  • 15. THE PUBLIC Policy documents ! ethics, law, PR, fraud etc Create trouble Medical publishing should benefit patients Rock the boat but dont sink it
  • 16.
  • 17. FUTURAMA (according to BMJ 2002;325:1472-5)
  • 18. FUTURAMA (according to BMJ 2002;325:1472-5) Lisa Bart Marge Homer Description Global conversation Big companies rule Academic innovation + publishers do magazines Status qou Printed journal No Yes Yes Yes Knowledge is created through/by Consensus Big organisations and enterprises Academia and publisher The reader Technic All sorts of rapid digital communication Systems controlled by companies Fancy magazine and smart web site Journal and simple web site Philosophy I know a person who knows a person who knows exactly what you want to know There is no independent info Get it up on the web Dont rock the boat Who gets credit Everyone gets equal credit authors and readers are the same Readers (customers) (authors dont want credit) Authors from Academia Readers by the publisher As today authors and readers gets some credit
  • 24. graphics tutorials quiz reviews courses in dept material books rehearsal ABC articles orientation 晦辰一温姻岳庄糸稼庄稼乙艶稼 service provider interactivity
  • 25. 晦辰一温姻岳庄糸稼庄稼乙艶稼 2.0 platforms? formats? content? services? goods?
  • 26. Present products Current integration What do you want What can you deliver What drives development readers, authors, editors, owners who are they public arena what do they need what do they want