Part of Elsevier’s efforts to disseminate its peer-reviewed research to a broader audience includes the use of the Internet. Editors’ Update spoke to Scott Virkler, Vice President of Web Search Strategy and Business Development, to discuss how Elsevier is bringing high-quality medical and scientific information into the Internet age.

Today more than ever, the Internet is being used as a key tool to find relevant medical information – and not only for researchers and physicians. In fact, studies show that patients and their families are searching the Web for relevant information that they would otherwise not be able to access easily. Virkler and his team are exploring the most convenient and cost-effective ways to do this.

Patient Research brings greater understanding
In October 2006, Elsevier launched a beta version of a website called Patient Research – an online research tool aimed specifically at patients and their families and caregivers. The site currently utilizes 30 of Elsevier’s journals, and there are plans to expand this to include an additional 70 journals before September 2008.

Patient Research allows patients, their families and friends to search Elsevier journals for information about a specific illness. Although the journals tend to address issues on a deeper, more scientific level, Virkler says this is precisely the kind of information this audience is seeking. “When it comes to an illness affecting them directly, patients - and even more often, their families - are better informed than ever before, and are seeking a broader scope understanding. They consistently say they want to read the same material their doctor is reading,” he explains.

Patient Research was initiated in response to direct requests from patients and families. “Imagine a parent whose child is diagnosed with a chronic disease they have little understanding of,” Virkler says. “Parents quickly become experts on that disease, and will read everything they can get their hands on to understand what’s happening to their child. Before Patient Research, searching for and finding credible information was extremely difficult.”

Because Patient Research is funded completely by Elsevier, a very minimal processing fee allows users to gain access to the site. “This is not intended to be a money-making initiative on our part,” Virkler explains. “We wanted to help non-traditional readers to gain access to the latest information easily.” Feedback from users has been positive, energetic and grateful, so Virkler expects that the site will continue to generate more visits.

Free portal for Oncology professionals
In September 2007, Elsevier launched another online tool, this one specifically designed for physicians and healthcare professionals. OncologySTAT provides cancer care professionals with trusted, peer-reviewed information and research in a clear, organized and accessible way. Best of all, the site is available for free. In addition to providing abstracts and full-text Oncology-related articles from more than 100 Elsevier journals, OncologySTAT also provides news, access to drug interaction information, conference coverage, blogs and webinars.

But OncologySTAT is no replacement for traditional subscriptions to Elsevier publications, as Virkler explains. “Most journal subscribers will recognize immediately that OncologySTAT is a supplement to journal subscriptions,” he says. “While OncologySTAT is a way to gain fast, immediate access to a collection of the latest information, it certainly cannot replace the value and in-depth coverage of a journal subscription, which remains a vital part of the academic and research processes and a valuable tool for specialists.” The goal is to make the most recent Oncology information as widely accessible as possible, and to bring further recognition to the journals that are distributing the original source content.

Virkler continues: “OncologySTAT is focused on the latest industry information for Oncologists. While strong in that area, it does not focus on traditional research functionality, such as archiving.. But a busy physician or general practitioner who needs quick, organized Oncology information will find it on OncologySTAT.”

A wiser way to Wiki
Elsevier is also capitalizing on the popularity of another online tool – the Wiki – to bring medical knowledge to the general public. A Wiki is a collaborative website on which a variety of editors can contribute to information. The most famous ‘Wiki’ is Wikipedia, a growing online encyclopedic resource that claims to support 75,000 active contributors.

Along the same lines, Elsevier has created WiserWiki – a site that contains only medical and scientific information. “The difference between WiserWiki and other Wikis is that WiserWiki can only be edited by Board-certified physicians,” Virkler explains, “so we can feel confident that the information posted and edited is of the highest quality and accuracy possible.”

Still in its beta version, WiserWiki is a test run for something much bigger. “WiserWiki was started with the idea that there may be a way to simplify, speed up and reduce the costs of the print publication of scientific books with multiple authors and editors,” Virkler explains.

Changing priorities
Virkler and his team are constantly refining their existing Web tools, and developing new ones that meet the needs of their expanding audiences. They look at customer feedback, user statistics and behavior patterns to help predict their next focus area.

“Most of our product lines have very solid business plans, and a list of primary goals for the coming months,” Virkler says. “But the features that top those lists are very much determined by the feedback we get from current users. As the needs and expectations of our users evolve, we will evolve with them to stay relevant and useful.”

Virkler adds, “what motivates us is the idea that we are providing high-quality content to a wider audience than ever before, and that we are meeting the needs of non-traditional audiences who seek relevant medical and scientific information. We are also increasing exposure to the full range of Elsevier publications and bringing those publications more recognition and utilization than ever before.”

To cite this article, please use: Toni Bellanca, "Internet Innovations", Elsevier Editors' Update, Issue 22, May 2008

Useful links
  Elsevier’s Access and Dissemination policy

  OncologySTAT on Elsevier.com

  OncologySTAT

  WiserWiki

Please send responses to: EditorsUpdate@elsevier.com