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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

Agenda
§ Background
§ Case Study 1 – E-ditions at Elsevier
§ Case Study 2 – Drug Updates on MD
Consult
§ Conclusions, Final Thoughts

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

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


1

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


2

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

4

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 hotsynced
automatically
§ 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


5

Quick Product Demo
Braunwald’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 patient undergoing primary PCI for STEMI. After adjusting for baseline risk, there is a curvilinear relationship
s
between the time elapsed from the onset of symptoms to balloon i nflation and the rate of mortality at 1 year. For every 30- inute delay from onset of symptoms to
m
primary PCI, there is an 8 percent increase in the relative riskof 1- ear mortality. (From De Luca G, Suryapranata H, Ottervanger JP,et al: Time-delay to treatment and
y
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.)

© 2005 Elsevier

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

© 2005 Elsevier

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- iss, 1988.)
L

© 2005 Elsevier

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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”
• Answers clinical questions
• Helps physicians keep up-to-date
up-to-

• Response to physician desire for simplified access to information
information
resources online
• Tight integration of multiple content types
• Publishing platform
• Marketing and distribution channel


17

About MD Consult
MD Consult Users and Customers

• Presently more than 300,000 users of MD Consult Core
Collection under paid access plans. (active, registered, unique users)
• Purchased by organizations including: over 93% of US medical
schools, nearly 1000 hospitals, the US military medical
commands of the Army, Navy and Air Force, the National
Institutes of Health, etc.
Health,


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

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


Drug Info on MD Consult
8 Pill pictures and imprint
cross-reference provided

Comprehensive, unbiased prescribing information on
over 40,000 medications

www.mdconsult.com

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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
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

www.mdconsult.com

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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


25

Thank You
Questions?

Jabin White
Executive Director, Electronic Production
Elsevier
1600 John F. Kennedy Blvd, Suite 1800
Philadelphia, PA 19103
215.239.3231
jabin.white@elsevier.com

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