SAB NewsTapping the Social Media Opportunity in Scientific PublishingPosted 9/17/2008 PJA Advertising + Marketing and BioInformatics, LLC Release Research Report Showing that Scientists are Rapidly Embracing Open Source and Web 2.0 Journals CAMBRIDGE, MA and ARLINGTON, VA: July 31, 2008 - PJA Advertising + Marketing, 2008 BtoB Agency of the Year, and BioInformatics, LLC, a leading provider of research and consulting services to the life science industry, today announced the results of their second social media study among life scientists. The survey, fielded by The Science Advisory Board and co-sponsored by BioInformatics, LLC and PJA Advertising + Marketing, found that new Web 2.0 and collaboration tools such as Google Scholar and Nature Networks are becoming increasingly valuable to today’s researcher. With the rise of open access journals and online editions of print-based research articles, traditional scientific publishers will be under increasing pressure to update their existing business models to include social media practices. Other findings indicate that: • Although their use does not match their awareness, scientists are becoming more informed about recent Web 2.0/Social Collaboration tools • Nearly 75 percent of respondents find that services such as Google Scholar have made finding scholarly literature extremely easy, and more than half do not feel that these services make it more difficult to identify peer-reviewed literature. • Younger scientists use social media to access objective feedback and services from multiple sources while older scientists use it to stay on top of trends and news. “As we’ve seen in other fields, the more collaborative the tool, the higher the popularity and usage,” says Hugh Kennedy, Executive Vice President and Partner at PJA. “Mind share of tools such as Nature Network and Scholar One seems to be transitioning to growing market share as younger scientists embrace collaboration online.” Bill Kelly, President of BioInformatics, LLC, observes, "The Scientific, Technical & Medical publishing industry has been grappling with the opportunities and threats posed by the Web for more than a decade. Social Media has the potential to be an equally disruptive force and publishers must recognize how quickly these technologies are evolving.” The survey was fielded in May 2008, and 1,546 responses were collected during May and early June. Nearly half of respondents were from North America, 34 percent from Europe, 11 percent from Asia, and seven percent from the rest of the world. Participating scientists were engaged in a wide range of biological research including genomics, proteomics and drug discovery. To provide additional trending detail, several tracking questions from the first joint survey, “The New Collaboration: Social Media and the Life Science Opportunity,” published in November 2007 were included. An executive summary of the complete results can be downloaded at http://www.lifesciencesocialmedia.com. About PJA PJA is proud to be named 2008 Agency of the Year. PJA is a $50 million advertising and marketing agency with offices in Cambridge, Mass. and San Francisco, Calif. PJA serves a global roster of technology, life science and healthcare clients that includes: Novell, Trend Micro, Boston Scientific, TriZetto, and Invitrogen. For more information, visit www.agencypja.com. About BioInformatics, LLC BioInformatics, LLC leverages its vast professional social network of biomedical researchers to support every leading life science manufacturer with insights that lead to better business decisions. Recent assignments include assessing the size and attractiveness of markets, optimizing product configurations and pricing, validating corporate acquisitions, measuring customer loyalty, and evaluating brand strength and positioning. For more information, visit www.gene2drug.com. MEDIA CONTACTS Bill Kelly President, BioInformatics b.kelly@gene2drug.com 703-778-3080 x-15 Hugh Kennedy Executive Vice President, Partner PJA Advertising + Marketing hjkennedy@agencypja.com 617-492-5899 |
|
