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Are Online Events the Next Scholarly Content Type? A Case Study with the American Medical Association
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Are Online Events the Next Scholarly Content Type? A Case Study with the American Medical Association
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Segment:0 .
Miss Violetta Iglesias. I'm the CEO and co-founder of Cadmore media. We are an independent technology provider of streaming solutions for academic and video content. We work about around 40 societies, publishers and documentary film distributors. And our platform offers both on demand and live solutions. But we're here today to talk about the AM broadcast program, which the AM is here to talk about.
And they have built on our live that we host that program for them. I'm not going to talk very long because they have a lot more interesting things to say. I'm going to hand over to Jada and Paul. So Jada has a presentation for you to talk about the program, and then we'll have quite a bit of time for questions. We have a few questions from the app, and then I have questions and I hope that you will have some too.
So Jada. Thank you. Hi, everyone. I'm Jada Bhattacharya. So yeah, I'm here to tell you a little bit about broadcast. So this is a new content strategy and supporting tool set that we've designed to develop audience and optimize impact.
I want to start by talking a little bit about the history of how we got here. So in 2020, you all probably remember there was a global pandemic. And that created a very specific need for the CDC. And based on some of the programming that the AM was doing, they came to us for help. So the massive spread of COVID, it demonstrated a need for better educational, like better education for all health professionals, for infectious disease prevention and control.
CDC had a very effective small group telementoring model. At the time, but that could only reach a dozen physicians at a time. So they needed something at a much larger scale. In the meantime, Jama had started some programming of live streaming. There was a COVID QA series that we were doing, but the workflow was fragmented and very manual. And working across multiple applications, and there was no way to manage that at scale.
It would have just been untenable. So the CDC requested our help in developing new digital processes and tools to speed the dissemination of education to their nationwide network of physicians and other health care professionals, while also maintaining the high engagement that they were seeing in these very small group telementoring programs that they were running. Oh Yeah.
So what we developed was an integrated event marketing, hosting and publication platform that is now enjoyed not only by the CDC, but all of the AM as well. So we can create powerful learning experiences by interacting with our audiences in real time. So we viewers are able have the ability to engage with hosts and experts using our live chat or Q&A functionality.
They're also able to interact and learn from each other, and we found that social learning has been a really valuable tool for our audiences. And so then I was going to talk a little bit about a couple of the different programs that we have. One is our national health equity grand rounds series. So this was in their pilot year. Last year.
They did four grand rounds sessions that attracted really large audiences. It brought almost 10,000 registrations to our am hub site and Drew more than 100,000 visitors just in that year. So we were able to achieve that through the marketing tools that we provided, both through event registration as well as attendee follow up.
Also, the player can be embedded on our own web pages, and I'm going to talk a little bit more in detail about that in a second, but it fully integrates our live events into our branded environment. And that just streamlines the viewer experience having that single URL. And then each session was for grand rounds especially was intentionally curated to maximize accessibility and reach for our viewers.
The other thing I was going to mention a little bit is our live event production capabilities. So whether it's fully live or pre-recorded or a mix of both, production can take place in virtual live streaming studios. The vast majority of what we're producing are with speakers and hosts who are all over the country.
So we're very rarely in a physical studio space, but we still want to offer the quality that we would have if we had a much more controlled environment. So those tools that we've been using have made a better. Joining experience for those hosts and speakers. The other thing that we've found really effective here is our ability to amplify reach through the creation of derivative content.
So social media shorts or podcast episodes and thinking about format in New ways. This doesn't preclude us from having other kinds of formats for a given kind of content. It can enhance the content we already have, and it can also be presented in different ways. The other thing we found really effective is a series workflow where which allows us to have a regular and ongoing conversation with a physician population or a health care audience around given topics.
So that allows us to build audience over time. By having the live event embedded on your site. You set up the page for the event one time and from in all of the different stages of that event. So in that pre-event marketing period where you want people to come and register to when the event is live through, coming back on demand when after it's over, and to see the recording, it's all in that one place.
It's that single event URL. So you start by using it for marketing and promotion, and then attendees come there and they stay on your site during all the phases of the event, and that boosts your traffic and SEO. And when our audience registers for an event, attends an event, and comes back later to rewatch the parts they missed, or take a quiz or find additional resources.
All that traffic and that interaction. Ultimately, that discoverability happens back on our own site. And so then to go a little bit into the back end, how we're managing these events can publish alongside articles or other educational materials. In NLM compliant XML. So key to is streamlining the workflow is the ability to centralize all our media in a highly configurable content management system, so we can prepare it for streaming with tags, metadata, transcripts.
We really try approaching this as a scholarly publisher. We sort this approach to video and audio content like from a publishing perspective specifically, rather than thinking about it in terms of posting video, it's really thinking about it in terms of publishing. And that strategy required a more specialized solution for our hosting, like media hosting and streaming infrastructure, so that we could better integrate it with the rest of our content that we're publishing, so we can manage the metadata and features provided through the XML and the embed.
So all the metadata both within and around the embed is managed in one place. And a little bit of what we learned in our first year. So I think the biggest thing we learned is that audiences are ready for this. And they've been showing up. And specifically with this format, we found like three to 10 times longer watch times for live programming compared to straight to on demand programming.
In 2023, we did about 20 events and the number of live viewers who were still present 3/4 of the way into any given event would averaged close to 90% which is kind of unheard of. So this tells us a few things. It tells us that the programming that we're doing is really timely, whether it's news about a developing health crisis. For instance, CDC just did a series on the measles outbreak that was going on this spring or whether it's new, groundbreaking research that we want to get the news out about, we can reach this very broad, engaged audience right away.
And I think also, on average, that promise of interaction with experts and colleagues alike. So you have on screen experts who are taking questions from the broadcast audience as well as online moderators. So we have experts who are in the chat itself answering questions. And I think that gets people to come to our site at that scheduled time and participate in the events and we can get more people at that particular time when the event is happening.
More than we get over the course of several months with on demand. Oh, whoa. What did I just do. My fingers slipped there. We already talked about that and that. All right, let's see. Where was I. So just in summary, I think some more things that we've learned is that the reach of this has been really exciting.
So having that unlimited space for learners, where it's really easy for them to access it, you can meet them where they are as the embed can put the embed across multiple sites, syndicate it to social media, really find people wherever they are. Like this has been very important as we work with certain partners. For instance, the CDC working on their project first line initiative, which has been that infection prevention and control education piece, where they're working with several organizations across the country.
And so having that opportunity not just to cross-promote, but if we wish to actually be able to embed in multiple places, having enriched content, searchable transcripts, closed captioning, both for live captioning as well as on demand, the ability to have all of your other metadata there as so other resources and articles CME available eligibility, quizzes, chat, replay all of that is enriching the content and just that two way conversation between the audience and presenters, and leads to a strong connection to the content.
So whether it's a series of learning labs or mentoring reading sessions or webinars or what are some other things we do. Video Q&As. There's lots of different types of content that we've been trying out. We found the AM broadcasts really helps us build community around whatever content we are streaming.
So that was the overview. And now I'll hand it back to violaine. And Thank you very much Tara. Yeah do these work. So we'll just have to wing it then. Thank you. So I'll just start with the one question that we get asked all the time.
And I'm sure that you did when you started looking for technology solutions for. This is why not just use Zoom webinar to launch a broadcast. Well, can you hear me. OK OK. It's working with Zoom. You don't get a number of the features that we have. You can't.
Oh, sorry. With Zoom, you don't get a number of the features that we have. We have the ability to place an embed not just within our XML and then publish it to our site, but we can take that same embed and do what you do with YouTube with it and put it anywhere on any website we do. Usually, we can actually use a Zoom meeting as the source to all those embeds, but what we're able to do is without paying the webinar costs for Zoom, stream that entire experience to the world and give them a chat mechanism where they can chat directly to a moderator, or on the back end who's connected to the live audience and the live trainer.
And that was one of the key things about creating a cycle of mentor. Mentorship mentor. Mentor mentee. Ship is that how you say it. I don't know that the CDC was seeking it. Wanted the two way communication from the beginning. So if a doctor in Kansas couldn't attend the Zoom, they could still watch it online later, chat and have the moderator 12 hours later respond and have the married chat available to the audience for the next day and the day after that.
And that's what we delivered. The chat is asynchronous, but continues over time, and that was a unique piece of the functionality in the Embed that you can't really get in other places. That allows the communication with the live audience, but also the post live audience to be threaded together. There's a number of other answers, but that's one of the key value adds. Would you add anything to it.
Jada I'm going to try again. Still nothing. I have a question along that same feeling. I'm feeling. Oh, sorry. Thank you. Yeah I have a question along that same vein. Do you have a limit to the number of registrants you can have for a single event.
Nope no limit at all. Good to know. Yeah I'll let you do it. I know you have some. No, no, no. They're better. I have AI have a question about scalability. I mean, because of course, the AM has huge resources, but are you making this available to partners, other societies, the way that you are like your education.
Because, I mean, for us, we've got less than 10,000 members and a staff of 9 and no technology person like you, Paul. So for us, building this in-house would be impossible, but it looks great. Well can you hear me. Yes Oh, OK. We so.
So the thing that we invested in during the pandemic was the technology and the collaboration with Cadmore, which was part of the grant that we got. Once that's done, it's a very scalable. Like we're really one of the things that benefits us is it's the streaming costs we pay for on demand. That is the same way that we're monitoring it. And like we have a SaaS agreement with a subscription that allows us to roll it out to all the complicated arms of the AM, some with budgets, some without.
We do provide it to partners of the hub. It is a key benefit that they're not just putting like SCORM modules on the ad hub, but we can collaborate and we can create experiences that they couldn't do on their own. And we can do that in a cost effective way. That's part of our mission. The ad hub isn't a revenue center. It's really mission.
For mission sake and trying to put like specifically a lot of the work that you're seeing came from our equity work, which is definitely not revenue producing and came from our work with health science and ethics, which focuses on our infectious disease control programs, our work with the CDC, our work on multiple different pandemics, and hopefully that we'll avoid in the future because of tools like this.
So while I'm walking to the person over here, do you sell advertising on the site. No two questions. Quick is this to members only or are you a broader audience. And then the second question is. How are you moderating an open chat. Isn't doesn't that get a little crazy. Can I just stand up here.
I'm going to use this one because it was awkward. Oh, whoa. That's very loud now. So it is. We've made it. So for the most part, it is not members only. We can limit the audience in different ways, and we can do that. The way we do any of our other content if we want to gate it via the XML.
But by and large, the folks who want to use broadcast want the reach. They want this to reach thousands of people if possible. And so it's more has been more about making it as open as we can. We put a lot of thought into the chat and Q&A moderation because especially with a lot of we were the subject matter that we're starting with in the middle of a pandemic was very controversial.
And there was a lot of concern about just getting a bunch of internet trolls coming in and flooding the chat. So we have a lot of automatic auto moderation capabilities. So we have a list of certain words that will get flagged. So those have to be seen by a moderator for those chats to be published, because sometimes it's perfectly reasonable for them to use one of those words. And we can publish it and we can configure it so that there are restrictions around things people can post where if we don't want people to be able to post links, for example.
And then because we have two flavors of chat where we have regular chat, which is just what you expect, and then also the moderated Q&A where nothing gets published to the public unless we actually approve it. You could, depending on the subject matter and how risk averse a particular partner is, we can use those two different flavors and what I will say is that we always have at least one or two people moderating that chat.
And to this day, we have not had to ban even one person. We have the ability to ban users, but people have been very respectful and I was really excited to use that feature. So I was a little bummed that we because it was really fun to do when we were testing it, but Yeah. Like Mike Taylor, University of Bristol, I approach this from the perspective of a researcher, and I misunderstood what this talk was going to be about.
So my question is, are you able, having done these streaming events and captured the talks and so on, to publish the metadata in a way where they become part of the permanent scholarly record and turn up in databases like Scopus and Google Scholar. So the way that we're creating these is the same as creating a video that's part of an article that's part of Jama.
And Jama is in the point of testing Jama is going to move forward last into this Foray. But you could see it a world very easily where just like you have Joe, who's been publishing video articles for a long time, you'd have an experience where there's a webinar that publishes within an article and after it's done, it's just on demand like any other video. But it never changes.
The entire reason we built it from the beginning was so that any one of our brands at the AM could use it simultaneously the same with the same interface and the same metadata controls. And we can license it. So the answer is Yes. And it's really because we built it from scratch to do that. And we're literally just leveraging the way a journal is published to do that.
This working. Oh Yeah. I'll just add to that Cadmore media was founded to make sure that video got the same treatment as books and journals and became part of the scholarly record. Generally This is something that we've been doing for on demand content since our creation, which was six years ago. I think we announced it here at SSP six years ago, but now we're bringing the same type of best practices to live events as well.
So it's a little bit of the video as part of the scholarly record is a bit of a prerequisite to this. We're kind of going upstream. Thank you for this presentation. This has been enlightening for me. Sybil Barnes I'm at a small Federation of scientific societies. We are launching FASEB conferences on demand, where we're going to be live streaming our science research conferences.
I want to go back to the previous question about advertising. Is it intentional that you are not including advertising on your site, or is it in the future planning. I didn't set her up for that. I've never met her before. So there you go. It's intentional because the so at the AM, there's lots of business partners in our group is kind of centralized.
So the business partner that is working on the video streaming first is the AM ad hub. It's 100% ad free because of CME rules and everything that we do through education. There's on. But on the Jama side, if we were to do this on the Jama side the website itself has an ad network wrapped around it. So anything we put into that website would have ads on it, but it wouldn't be part of the container of the video.
And we currently don't have plans to bring video into the container and bring ads into that video experience. We could do that. I'm sure we could partner and build those solutions. I don't know that we would go there. That's a big user experience leap and no one's asked for it. And I don't really want to muddy that experience with ads myself. So we'll see.
We'll see where that goes in the future. It's a possibility, but it's not right now something we're seeking. Hi, I have a question about the data. The usage data that you showed. It was really impressive. And I was just curious to know more about maybe the if you had any demographics on the career level, because obviously there's really high usage.
It was really important during the pandemic to learn more about this. And were there did if there was a lot of more novice folks watching. And you also mentioned derivative works, I think. And I was wondering if that was mostly around format, or if you were looking into how to provide educational tools across different career levels.
Can you come back up here. That's a really interesting question. So we do have some of that data. I don't have it at hand at the moment, but different business partners have collected that data. So the way that the RSVP functionality works is that we can collect that data at that time, as well as follow up surveys that are often. So I could definitely provide that separately for some of the business partners.
And it really does depend on who is where the event is targeted. So sometimes it's very much targeted for physicians or even specific specialties. We were in the midst of an Alzheimer's series right now. And so it's brain health and those physicians. And then there's been another like HIV routine screening. So like, and that's really been more for all kinds of health care professionals at different levels.
Oftentimes we're working more in clinics and stuff like that. So it really has been because so much of the marketing is like email based and people are sending it to their existing networks. So it's a lot of that. And then your second question, can you. So yeah, so we've done a few different things. So there are.
So we've been making like social media shorts for YouTube, Facebook, LinkedIn. So you can do that and then link to the larger piece of content or future events in the series, stuff like that. As well as we've started creating courses in YouTube. So if you go to the AM YouTube channel, you can actually see some of what we've been doing there. And so like we had a five part sepsis series that's five hours of content, but we have an hour long version of it.
Stuff like that. Yeah so we are at time. At time it seems like. So Thank you very much data. Thank you, Paul. We purposefully made the session more about the AM than about us. But if you have any questions, we have a booth and I will just answer one question, which is don't need to be the AM to do this.
We've actually made the technology work for smaller societies as well. So by all means, come and talk to us. Thank you very much. Have a good afternoon. Thanks, everyone.
Segment:0 .
Miss Violetta Iglesias. I'm the CEO and co-founder of Cadmore media. We are an independent technology provider of streaming solutions for academic and video content. We work about around 40 societies, publishers and documentary film distributors. And our platform offers both on demand and live solutions. But we're here today to talk about the AM broadcast program, which the AM is here to talk about.
And they have built on our live that we host that program for them. I'm not going to talk very long because they have a lot more interesting things to say. I'm going to hand over to Jada and Paul. So Jada has a presentation for you to talk about the program, and then we'll have quite a bit of time for questions. We have a few questions from the app, and then I have questions and I hope that you will have some too.
So Jada. Thank you. Hi, everyone. I'm Jada Bhattacharya. So yeah, I'm here to tell you a little bit about broadcast. So this is a new content strategy and supporting tool set that we've designed to develop audience and optimize impact.
I want to start by talking a little bit about the history of how we got here. So in 2020, you all probably remember there was a global pandemic. And that created a very specific need for the CDC. And based on some of the programming that the AM was doing, they came to us for help. So the massive spread of COVID, it demonstrated a need for better educational, like better education for all health professionals, for infectious disease prevention and control.
CDC had a very effective small group telementoring model. At the time, but that could only reach a dozen physicians at a time. So they needed something at a much larger scale. In the meantime, Jama had started some programming of live streaming. There was a COVID QA series that we were doing, but the workflow was fragmented and very manual. And working across multiple applications, and there was no way to manage that at scale.
It would have just been untenable. So the CDC requested our help in developing new digital processes and tools to speed the dissemination of education to their nationwide network of physicians and other health care professionals, while also maintaining the high engagement that they were seeing in these very small group telementoring programs that they were running. Oh Yeah.
So what we developed was an integrated event marketing, hosting and publication platform that is now enjoyed not only by the CDC, but all of the AM as well. So we can create powerful learning experiences by interacting with our audiences in real time. So we viewers are able have the ability to engage with hosts and experts using our live chat or Q&A functionality.
They're also able to interact and learn from each other, and we found that social learning has been a really valuable tool for our audiences. And so then I was going to talk a little bit about a couple of the different programs that we have. One is our national health equity grand rounds series. So this was in their pilot year. Last year.
They did four grand rounds sessions that attracted really large audiences. It brought almost 10,000 registrations to our am hub site and Drew more than 100,000 visitors just in that year. So we were able to achieve that through the marketing tools that we provided, both through event registration as well as attendee follow up.
Also, the player can be embedded on our own web pages, and I'm going to talk a little bit more in detail about that in a second, but it fully integrates our live events into our branded environment. And that just streamlines the viewer experience having that single URL. And then each session was for grand rounds especially was intentionally curated to maximize accessibility and reach for our viewers.
The other thing I was going to mention a little bit is our live event production capabilities. So whether it's fully live or pre-recorded or a mix of both, production can take place in virtual live streaming studios. The vast majority of what we're producing are with speakers and hosts who are all over the country.
So we're very rarely in a physical studio space, but we still want to offer the quality that we would have if we had a much more controlled environment. So those tools that we've been using have made a better. Joining experience for those hosts and speakers. The other thing that we've found really effective here is our ability to amplify reach through the creation of derivative content.
So social media shorts or podcast episodes and thinking about format in New ways. This doesn't preclude us from having other kinds of formats for a given kind of content. It can enhance the content we already have, and it can also be presented in different ways. The other thing we found really effective is a series workflow where which allows us to have a regular and ongoing conversation with a physician population or a health care audience around given topics.
So that allows us to build audience over time. By having the live event embedded on your site. You set up the page for the event one time and from in all of the different stages of that event. So in that pre-event marketing period where you want people to come and register to when the event is live through, coming back on demand when after it's over, and to see the recording, it's all in that one place.
It's that single event URL. So you start by using it for marketing and promotion, and then attendees come there and they stay on your site during all the phases of the event, and that boosts your traffic and SEO. And when our audience registers for an event, attends an event, and comes back later to rewatch the parts they missed, or take a quiz or find additional resources.
All that traffic and that interaction. Ultimately, that discoverability happens back on our own site. And so then to go a little bit into the back end, how we're managing these events can publish alongside articles or other educational materials. In NLM compliant XML. So key to is streamlining the workflow is the ability to centralize all our media in a highly configurable content management system, so we can prepare it for streaming with tags, metadata, transcripts.
We really try approaching this as a scholarly publisher. We sort this approach to video and audio content like from a publishing perspective specifically, rather than thinking about it in terms of posting video, it's really thinking about it in terms of publishing. And that strategy required a more specialized solution for our hosting, like media hosting and streaming infrastructure, so that we could better integrate it with the rest of our content that we're publishing, so we can manage the metadata and features provided through the XML and the embed.
So all the metadata both within and around the embed is managed in one place. And a little bit of what we learned in our first year. So I think the biggest thing we learned is that audiences are ready for this. And they've been showing up. And specifically with this format, we found like three to 10 times longer watch times for live programming compared to straight to on demand programming.
In 2023, we did about 20 events and the number of live viewers who were still present 3/4 of the way into any given event would averaged close to 90% which is kind of unheard of. So this tells us a few things. It tells us that the programming that we're doing is really timely, whether it's news about a developing health crisis. For instance, CDC just did a series on the measles outbreak that was going on this spring or whether it's new, groundbreaking research that we want to get the news out about, we can reach this very broad, engaged audience right away.
And I think also, on average, that promise of interaction with experts and colleagues alike. So you have on screen experts who are taking questions from the broadcast audience as well as online moderators. So we have experts who are in the chat itself answering questions. And I think that gets people to come to our site at that scheduled time and participate in the events and we can get more people at that particular time when the event is happening.
More than we get over the course of several months with on demand. Oh, whoa. What did I just do. My fingers slipped there. We already talked about that and that. All right, let's see. Where was I. So just in summary, I think some more things that we've learned is that the reach of this has been really exciting.
So having that unlimited space for learners, where it's really easy for them to access it, you can meet them where they are as the embed can put the embed across multiple sites, syndicate it to social media, really find people wherever they are. Like this has been very important as we work with certain partners. For instance, the CDC working on their project first line initiative, which has been that infection prevention and control education piece, where they're working with several organizations across the country.
And so having that opportunity not just to cross-promote, but if we wish to actually be able to embed in multiple places, having enriched content, searchable transcripts, closed captioning, both for live captioning as well as on demand, the ability to have all of your other metadata there as so other resources and articles CME available eligibility, quizzes, chat, replay all of that is enriching the content and just that two way conversation between the audience and presenters, and leads to a strong connection to the content.
So whether it's a series of learning labs or mentoring reading sessions or webinars or what are some other things we do. Video Q&As. There's lots of different types of content that we've been trying out. We found the AM broadcasts really helps us build community around whatever content we are streaming.
So that was the overview. And now I'll hand it back to violaine. And Thank you very much Tara. Yeah do these work. So we'll just have to wing it then. Thank you. So I'll just start with the one question that we get asked all the time.
And I'm sure that you did when you started looking for technology solutions for. This is why not just use Zoom webinar to launch a broadcast. Well, can you hear me. OK OK. It's working with Zoom. You don't get a number of the features that we have. You can't.
Oh, sorry. With Zoom, you don't get a number of the features that we have. We have the ability to place an embed not just within our XML and then publish it to our site, but we can take that same embed and do what you do with YouTube with it and put it anywhere on any website we do. Usually, we can actually use a Zoom meeting as the source to all those embeds, but what we're able to do is without paying the webinar costs for Zoom, stream that entire experience to the world and give them a chat mechanism where they can chat directly to a moderator, or on the back end who's connected to the live audience and the live trainer.
And that was one of the key things about creating a cycle of mentor. Mentorship mentor. Mentor mentee. Ship is that how you say it. I don't know that the CDC was seeking it. Wanted the two way communication from the beginning. So if a doctor in Kansas couldn't attend the Zoom, they could still watch it online later, chat and have the moderator 12 hours later respond and have the married chat available to the audience for the next day and the day after that.
And that's what we delivered. The chat is asynchronous, but continues over time, and that was a unique piece of the functionality in the Embed that you can't really get in other places. That allows the communication with the live audience, but also the post live audience to be threaded together. There's a number of other answers, but that's one of the key value adds. Would you add anything to it.
Jada I'm going to try again. Still nothing. I have a question along that same feeling. I'm feeling. Oh, sorry. Thank you. Yeah I have a question along that same vein. Do you have a limit to the number of registrants you can have for a single event.
Nope no limit at all. Good to know. Yeah I'll let you do it. I know you have some. No, no, no. They're better. I have AI have a question about scalability. I mean, because of course, the AM has huge resources, but are you making this available to partners, other societies, the way that you are like your education.
Because, I mean, for us, we've got less than 10,000 members and a staff of 9 and no technology person like you, Paul. So for us, building this in-house would be impossible, but it looks great. Well can you hear me. Yes Oh, OK. We so.
So the thing that we invested in during the pandemic was the technology and the collaboration with Cadmore, which was part of the grant that we got. Once that's done, it's a very scalable. Like we're really one of the things that benefits us is it's the streaming costs we pay for on demand. That is the same way that we're monitoring it. And like we have a SaaS agreement with a subscription that allows us to roll it out to all the complicated arms of the AM, some with budgets, some without.
We do provide it to partners of the hub. It is a key benefit that they're not just putting like SCORM modules on the ad hub, but we can collaborate and we can create experiences that they couldn't do on their own. And we can do that in a cost effective way. That's part of our mission. The ad hub isn't a revenue center. It's really mission.
For mission sake and trying to put like specifically a lot of the work that you're seeing came from our equity work, which is definitely not revenue producing and came from our work with health science and ethics, which focuses on our infectious disease control programs, our work with the CDC, our work on multiple different pandemics, and hopefully that we'll avoid in the future because of tools like this.
So while I'm walking to the person over here, do you sell advertising on the site. No two questions. Quick is this to members only or are you a broader audience. And then the second question is. How are you moderating an open chat. Isn't doesn't that get a little crazy. Can I just stand up here.
I'm going to use this one because it was awkward. Oh, whoa. That's very loud now. So it is. We've made it. So for the most part, it is not members only. We can limit the audience in different ways, and we can do that. The way we do any of our other content if we want to gate it via the XML.
But by and large, the folks who want to use broadcast want the reach. They want this to reach thousands of people if possible. And so it's more has been more about making it as open as we can. We put a lot of thought into the chat and Q&A moderation because especially with a lot of we were the subject matter that we're starting with in the middle of a pandemic was very controversial.
And there was a lot of concern about just getting a bunch of internet trolls coming in and flooding the chat. So we have a lot of automatic auto moderation capabilities. So we have a list of certain words that will get flagged. So those have to be seen by a moderator for those chats to be published, because sometimes it's perfectly reasonable for them to use one of those words. And we can publish it and we can configure it so that there are restrictions around things people can post where if we don't want people to be able to post links, for example.
And then because we have two flavors of chat where we have regular chat, which is just what you expect, and then also the moderated Q&A where nothing gets published to the public unless we actually approve it. You could, depending on the subject matter and how risk averse a particular partner is, we can use those two different flavors and what I will say is that we always have at least one or two people moderating that chat.
And to this day, we have not had to ban even one person. We have the ability to ban users, but people have been very respectful and I was really excited to use that feature. So I was a little bummed that we because it was really fun to do when we were testing it, but Yeah. Like Mike Taylor, University of Bristol, I approach this from the perspective of a researcher, and I misunderstood what this talk was going to be about.
So my question is, are you able, having done these streaming events and captured the talks and so on, to publish the metadata in a way where they become part of the permanent scholarly record and turn up in databases like Scopus and Google Scholar. So the way that we're creating these is the same as creating a video that's part of an article that's part of Jama.
And Jama is in the point of testing Jama is going to move forward last into this Foray. But you could see it a world very easily where just like you have Joe, who's been publishing video articles for a long time, you'd have an experience where there's a webinar that publishes within an article and after it's done, it's just on demand like any other video. But it never changes.
The entire reason we built it from the beginning was so that any one of our brands at the AM could use it simultaneously the same with the same interface and the same metadata controls. And we can license it. So the answer is Yes. And it's really because we built it from scratch to do that. And we're literally just leveraging the way a journal is published to do that.
This working. Oh Yeah. I'll just add to that Cadmore media was founded to make sure that video got the same treatment as books and journals and became part of the scholarly record. Generally This is something that we've been doing for on demand content since our creation, which was six years ago. I think we announced it here at SSP six years ago, but now we're bringing the same type of best practices to live events as well.
So it's a little bit of the video as part of the scholarly record is a bit of a prerequisite to this. We're kind of going upstream. Thank you for this presentation. This has been enlightening for me. Sybil Barnes I'm at a small Federation of scientific societies. We are launching FASEB conferences on demand, where we're going to be live streaming our science research conferences.
I want to go back to the previous question about advertising. Is it intentional that you are not including advertising on your site, or is it in the future planning. I didn't set her up for that. I've never met her before. So there you go. It's intentional because the so at the AM, there's lots of business partners in our group is kind of centralized.
So the business partner that is working on the video streaming first is the AM ad hub. It's 100% ad free because of CME rules and everything that we do through education. There's on. But on the Jama side, if we were to do this on the Jama side the website itself has an ad network wrapped around it. So anything we put into that website would have ads on it, but it wouldn't be part of the container of the video.
And we currently don't have plans to bring video into the container and bring ads into that video experience. We could do that. I'm sure we could partner and build those solutions. I don't know that we would go there. That's a big user experience leap and no one's asked for it. And I don't really want to muddy that experience with ads myself. So we'll see.
We'll see where that goes in the future. It's a possibility, but it's not right now something we're seeking. Hi, I have a question about the data. The usage data that you showed. It was really impressive. And I was just curious to know more about maybe the if you had any demographics on the career level, because obviously there's really high usage.
It was really important during the pandemic to learn more about this. And were there did if there was a lot of more novice folks watching. And you also mentioned derivative works, I think. And I was wondering if that was mostly around format, or if you were looking into how to provide educational tools across different career levels.
Can you come back up here. That's a really interesting question. So we do have some of that data. I don't have it at hand at the moment, but different business partners have collected that data. So the way that the RSVP functionality works is that we can collect that data at that time, as well as follow up surveys that are often. So I could definitely provide that separately for some of the business partners.
And it really does depend on who is where the event is targeted. So sometimes it's very much targeted for physicians or even specific specialties. We were in the midst of an Alzheimer's series right now. And so it's brain health and those physicians. And then there's been another like HIV routine screening. So like, and that's really been more for all kinds of health care professionals at different levels.
Oftentimes we're working more in clinics and stuff like that. So it really has been because so much of the marketing is like email based and people are sending it to their existing networks. So it's a lot of that. And then your second question, can you. So yeah, so we've done a few different things. So there are.
So we've been making like social media shorts for YouTube, Facebook, LinkedIn. So you can do that and then link to the larger piece of content or future events in the series, stuff like that. As well as we've started creating courses in YouTube. So if you go to the AM YouTube channel, you can actually see some of what we've been doing there. And so like we had a five part sepsis series that's five hours of content, but we have an hour long version of it.
Stuff like that. Yeah so we are at time. At time it seems like. So Thank you very much data. Thank you, Paul. We purposefully made the session more about the AM than about us. But if you have any questions, we have a booth and I will just answer one question, which is don't need to be the AM to do this.
We've actually made the technology work for smaller societies as well. So by all means, come and talk to us. Thank you very much. Have a good afternoon. Thanks, everyone.
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The cadmore media player is a professional video and audio player experience designed to deliver media as well as relevant transcript, segmentation, and metadata. On the screen is a traditional html video player with buttons such as play, pause, forward, captioning, language and play speed selection and more. Adjacent to the video player are generally tabs, one of which shows a scrolling transcript of the video and the other shows any segmentation of the media, sometimes referred to as chapters. At the top of the video is a menu bar containing an Explore button and Tools button. The Explore button allows you to dig deeper into the video by opening up an explore dialog which contains tabs for a visual navigation of the video using thumbnails, an about tab which contains rich metadata about the media, a segments tab which contains further information about the video, and a related tab which contains links to other media related to this media. The tools button opens a menu with options for sharing the media on social media, creating bookmarking links, creating embed codes for your website, generating citations, and more.
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Escape: Closes dialogs and menus / Exits Player
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Q: Next Transcript Paragraph
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