The Metrics That Matter: Rethinking Scientific Publications Performance
For years, the success of scientific publications programs in the life sciences industry has been judged by a familiar set of metrics: how many people saw the article, how many downloaded the PDF, and how often it was cited in other research.1, 2 These numbers, impressions, reads, downloads, citation counts have long been considered the gold standard for reporting on publication performance.
But are these metrics really telling the whole story?
The Limitations of Traditional Metrics
Traditional metrics like number of publications, citation counts, and journal impact factors are useful, but they only scratch the surface. 1, 2 They focus on output and visibility, not on outcomes or real-world impact. For example:
- Impressions and downloads measure reach, but not whether the right audience engaged with the science.
- Citations reflect academic uptake, but not how the findings are being used in practice.
- Journal impact factors say more about the journal than the specific article’s impact.2
In today’s digital and data-driven world, biopharmaceutical companies need to demonstrate more than just academic productivity, they need to show how their research is driving change, informing decisions, and ultimately improving patient care.1, 2
A New Era: Measuring What Matters
Modern scientific communications demand a broader, more nuanced approach to measuring impact. Newer metrics, often called article-level metrics or altmetrics have been adopted to provide a richer picture of how this information is being used and discussed:2
- Social media mentions: Who is talking about your research, and what are they saying?
- Online engagement: Are HCPs bookmarking, sharing, or discussing your work in professional forums?
- Policy and guideline citations: Is your data informing clinical practice or regulatory decisions?
- Educational uptake: Are your findings being incorporated into training, presentations, or patient materials?
- Real-world outcomes: Is there evidence that your publication is changing behavior or improving health outcomes?
These metrics capture both the breadth and depth of impact, revealing not just how far your research travels, but how deeply it resonates with the audiences that matter most.2
Why Measurement Planning Can’t Be an Afterthought
Too often, measurement is an afterthought that is tacked on at the end of the publication process as a box to check. This approach misses opportunities to:
- Use metrics to demonstrate alignment of communications, scientific, and business objectives
- Select measures that can best describe the target audiences and their level of engagement
- Optimize consistency of analysis across the communications plan
How Woven Does It Differently
At Woven, we believe that measurement must be part of your publications strategy from day one. Our team of publications and data experts:
- Partners with you early to define what success looks like beyond just numbers.
- Builds a bespoke measurement plan that aligns with your scientific and business objectives.
- Leverages both traditional and emerging metrics to capture a full spectrum of impact, from academic citations to real-world outcomes.
- Continuously analyzes and reports on performance, so you can optimize future work and demonstrate true stakeholder value.
If you’re ready to move beyond basic metrics and better understand the impact of your scientific communications, let’s talk.
- Rick
References
- Carpenter CR, Cone DC, Sarli CC. Using Publication Metrics to Highlight Academic Productivity and Research Impact. Academic Emergency Medicine. 2014-10-01 2014;21(10):1160-1172. doi:10.1111/acem.12482
- Iyengar PK, Vaishya R. Article-level metrics: A new approach to quantify reach and impact of published research. Journal of Orthopaedics. 2023;40:83-86. doi: 10.1016/j.jor.2023.05.001