How to Increase Engagement with Medical and Scientific Content Using Enhanced Digital Content and Design

As in-person scientific congresses are re-inventing themselves into virtual and hybrid experiences, researchers and publishers are adapting how they foster scientific exchange by using enhanced digital media fit for the digital age. Some rapidly growing areas include the use of enhanced digital content and the production of publications that are more visual, more engaging and easier to digest. Already, many journals are incorporating enhanced content developed by the journal or the authors, and these techniques are becoming increasingly common when building digital scientific posters.

Enhanced poster content such as graphical or video abstracts, audio, augmented reality, podcasts, journal-specific websites and microsites and plain language summaries allow industry experts to communicate better and to access and engage with the latest research. Underpinning all these design decisions is an understanding of the behavioural science that explains how users engage with content, especially time-poor users. One key consideration is paying attention to shifts in how users prefer to receive information, although this can vary greatly by audience. Such considerations allow for designing and adapting the communication platform to the user, creating enough points of access that people can choose to receive and digest the information in a way that works for them.

Register for this webinar to hear a discussion about:

• How enhanced poster content can increase reader engagement and facilitate data dissemination
• A variety of types of and uses for enhanced poster content

Amy O’Connell, Creative Associate, Creative and Digital Services, ICON

Travis Tingey, Digital Marketing Manager; Creative and Digital Services, ICON

Morgan Hill, Principal, Scientific Excellence & Strategy; Global Medical Communications & PubsHub Software Solutions, ICON