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Tom Grant and John Gonzalez
Innovation and Creativity in Publication Planning? Results of an Industry Survey.
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Disclosures
• Tom Grant and John Gonzalez are full time employees of AstraZeneca
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Background
• The publications environment gets ever more complex
• Compliance requirements
• Negative headlines
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However…there are still many opportunities for creativity
• Themed publications
• Use of digital technology…. • ‘Digital poster’ • QR codes • Augmented reality? • ‘Article of the future’; added value content in
publications • Threaded publications
• Education in publications best practice (e.g. MPIP)
• Streamlining of publications compliance processes
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Creativity and Publications
• Whilst there is an association between creativity and marketing, there is no place for marketing in the development of medical publications. However, that should not rule out a role for creativity in the development of publications.
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A call to arms.....
• What are we looking for?
“A flair for creativity against a background of solid, compliant practices”
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Creativity Survey
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Objective: To investigate the emphasis placed on being innovative and creative within the ISMPP medical publications professional community and to learn about potential barriers.
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What is creativity and Innovation?
• The participants were provided with Oxford dictionary definitions and asked for their definitions in the context of publications
• Respondents definitions (n=79) could be broadly and subjectively categorised in one of the following areas:
• Agreed with the dictionary definitions
• Related to finding new ways of communicating data (technological)
• Related to finding ways to simplify compliance challenges or processes
• Related to finding ways to make publications more compelling to read
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Methodology
• Cohort: ISMPP membership
• www.SurveyMonkey.com
• Between 19/9/2011 and 17/1/2012 • n = 169
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Creativity Survey Results (1)
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0% 10% 20% 30% 40% 50%
Other
Freelance / Independent
Publisher
Industry
Agency
Where is your place of work? n=169
Response %
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Creativity Survey Results (2)
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0% 10% 20% 30%
Other
Manager / Director (Industry)
Account Manager / Director (Agency)
Medical Editor
Medical Writer
Medical / Scientific Director
Job Category of Respondents? N=166
Response (%)
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Creativity Survey Results (3)
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0% 10% 20% 30% 40% 50% 60%
>10 years
5-‐10 years
3-‐5 years
Up to 3 years
How Long in Medical Communications? n=166
Response (%)
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Creativity Survey Results (4)
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0% 10% 20% 30% 40% 50%
Not applicable
No
Yes
Is ‘creativity’ or ‘innovation’ mentioned in your objectives or individual development plan? n=166
Response %
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Creativity Survey Results (5)
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0% 10% 20% 30% 40% 50% 60% 70%
Extremely Creative
Very Creative
Somewhat Creative
Not at all
Do you consider yourself to be a creative person? N = 133
Response %
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Creativity Survey Results (6)
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0% 10% 20% 30% 40% 50% 60% 70%
Possible
To some extent
Not at all
Do you think it is possible to be creative / innovative in your job? n=133
Response %
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Creativity Survey Results (7)
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0% 5% 10% 15% 20% 25% 30% 35%
Other
Not Applicable
Within a month
Within the last 2 weeks
Within the last week
During the last working day
When was the last time you were creative in your job? n=133
Response %
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What do you consider to be the main barriers to creativity / innovation in your job? N=130
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Discussion
• Whilst most respondents would consider themselves to be creative,..
• A much lower proportion were encouraged to do so in their working environment, through objectives or their individual development plans
• Quite a low % of respondents reported they were being creative on a daily, or even weekly, basis
• There was general concern that increased compliance requirements, regulation/guidelines were acting as a barrier to creativity
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Discussion
• Are these barriers / perceptions real, or a convenient excuse not to be creative?
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Final Thought What people actually want from medical publications: • Real world data in addition to randomised controlled studies
• Easy and free (i.e. ‘open’) access to data
• Clear, and also interesting, writing
• More Interesting formats to aid understanding
Russell Traynor and Sarah Feeny, pmlive, June 2012, www.pmlive.com/pme. 20