The sales and marketing of commercial reprints in print and electronic Cara S. Kaufman, Partner Alma J. Wills, Partner Kaufman-Wills Group, LLC SSP, Washington DC, 22 Mar 01

Overview Definition Reasons purchased Types of articles Production Sales approaches Governance Sales promise Electronic –Demand –Distribution –Copyright –Sales models Increasing sales –Editorial –Marketing –Sales –Finance –Human resources

Commercial reprints defined A journal article or collection of articles reprinted with permission of the publisher for distribution in bulk by industry--typically a pharmaceutical company--to industry’s intended audience for marketing and educational purposes.

Reasons industry purchases commercial reprints Door opener to clinician offices for sales force Bring study’s findings quickly to attention of target audience Expand reach of specialty journal findings to larger primary care audience Industry sales support at meetings Continuing education vehicle Update and inform industry researchers

Types of articles purchased Highest impact articles Articles on off-label indications Positive mention of product, to promote prescriptions Negative mention of competitor product, to promote prescription of proprietary product Hot information: industry wants to distribute articles upon release Classic articles that launched product or class of products

Production specifications Standard coated paper stock Self-cover, special cover Compliments of... B&W, color PDF, film, electronic file to printer –Rarely, industry produces Reprints produced Reprints mail

Industry-initiated sales Most frequent sales model –Industry supports medical research Industry learns of article publication from author Industry contacts publisher to purchase reprints of article Publisher quotes sales price and fulfills order –Industry learns of research from in-house source Product manager Researcher –Industry repeats purchase of article = opportunity

Publisher-initiated sales Less frequent sales model = opportunity –Publisher reviews articles pre-publication Publisher finds mention of product Publisher notifies industry of article, solicits sale Industry decides whether to purchase Publisher prints articles and fulfills order –Publisher alerted to forthcoming article Editor Author Manuscript editor Data tags

Governance FDA governs how industry can market their products to physicians –Recent past Articles only containing mentions of FDA- approved products for FDA-approved indications –Current Articles mentioning of FDA-approved products Articles mentioning indications of FDA- approved products not approved by FDA (“off- labeling indications) if published in high-quality source (ie, society journal) Society governs embargo release date

Sales promise Upward sales trend for several years Major increase after FDA allows article distribution with off-label indications Significant source of ancillary sales revenue 4%-5% of society journal’s total sales 10%-15% of high-impact, major specialty society journal’s total sales Highly profitable revenue stream 40%-75% return on sales

Electronic: demand New and growing demand for electronic distribution of article reprints –Pharmaceutical companies On-site use by sales force Internal access for product managers, researchers For use on company intranets, web sites –Content-driven web sites Enrichment and legitimacy Professional and consumer sites –Translations, international editions

Electronic: distribution Article hosting –Industry site Internal use External use –Publisher site –Web partner site distribution Controlled by industry, publisher Distributed to professionals, consumers Topical service Considerations –Calculating “viewership” –Value-based versus cost-based rates –Electronic format –Brand management –Cooperation of web site vendor/s –Copyright protection

Copyright International piracy –How? Photocopying Scanning Downloading PDFs, photocopying Web site hosting –Who? Industry customers Individuals Specific countries Digital rights management –Policy statement Copyright law Electronic access with print order? Pursue offenders –PDF Adobe, Xerox, others Wrapper restrictions –Opening –Printing –Forwarding Watermark, copyright statement Password access

Electronic: sales models Site license –Institutional license –Industry hosts, links –Password access –Audience size, concurrent use –Impact on print subscriptions –Impact on print commercial reprint sales –Links back to industry, publisher site –Related articles PPV

How to increase sales Proactive sales solicitation Maximize profitability Pricing Costs Commercial reprints as secondary publishing opportunity Editorial Marketing Sales Production Print and electronic distribution

Increase sales: editorial Identify articles likely to be purchased –Review proofs –Establish alerting system Editor, author, product manager Manuscript editors, ad reps Electronic (eg, tagging, searches) Review past sales for repeat business Add value –Compile article collections –Create custom publications, packaging –Add editorial comment, CME –Identify potential web partners

Increase sales: marketing Advertise availability of service –Medical Marketing & Media, Med Ad News –General medical or specialty publications –Print and online Promote easy route to sale –Print eg, contacts in masthead, media kits, filler ads –Online eg, contacts, online quotes, order forms

Increase sales: sales Create comprehensive, up-to-date industry contact database Barrage industry with mail solicitation; follow- up calls Collaborate to establish electronic distribution sales model/s Establish value-based rates in print and electronic Partner with editorial to create market-driven products Collaborate with production to ensure high- quality, speedy service Develop responsive customer service

Increase sales: finance Establish print and online rates commensurate with market value Seek bids for highest-quality, lowest cost reproduction and distribution Budget annual sales for print and online Provide competitive commission structure for sales personnel Track associated revenues and costs as profit center Ensure that P&L credit is given both to sales unit and publishing unit

Increase sales: human resources Train and devote in-house staff –Editorial review –Marketing and sales solicitation –Production (print and electronic) –Business management Contract with outside firm –“Make or buy” decision –Providers Printer (eg, Cadmus, Sheridan) Rep firm (eg, Kaufman-Wills Group, Paisley Reprints, Marsha Fogler) –Commission, profit split

Kaufman-Wills Group, LLC Cara S. Kaufman Partner 24 Aintree Road Baltimore, MD (phone) (fax) Alma J. Wills Partner 7731 N Point Creek Rd Baltimore, MD (phone) (fax)