Setting up a Clinical Media Library
Michael A Silva

Background
2010: Re-launch of the BJS website ( www.bjs.co.uk
)
Further redevelopments > expand the functionality of the site
Broaden the appeal for a variety of BJS target audiences.

Objectives
Create a comprehensive media library - clinical systems/taxonomies (user friendly)
Provide a useful and easy to use service to trainee surgeons and teaching staff
High standards and quality of BJS is maintained; rigorous image review system
Make the Clinical Media Library feature in the top 3 pages visited on the site
Increase time spent on this area of the site by 15%
Long term objectives; increase advertising revenue or sponsorship opportunities

Methods
•Understanding the main target audience
•Identifying providers of material/methods of populating CML
•Marketing and launch
Short term strategy
Medium term strategy
Long term strategy

User research exercise - to determine and prioritise areas to develop
Web based questionnaire
Focus group discussions

User Research Key Insights
Would an image library be useful?
Yes possibly no
0% 20% 40% 60% 80% 100%
• Images would be used mainly for teaching and at meetings
• The taxonomy and classifications were considered key for usability
• Be moderated and peer-reviewed
• Concerns; copyright and accreditation for contributing to the library
• All types of media concerns; videos may clash other providers eg; WebSurg

Web Statistics (2011)
• The sixth most visited page across the site accounting for 2% of traffic
• Average time spent on the page is 1min 18secs which is 55% higher than the average for the entire website
• Most visitors use the ‘search by content type’ filter

Most users who browse by type choose ‘Images ’
63%
Images
15%
Videos
14%
Podcasts
8%
All

Identifying providers of material
Historical material; Royal Colleges and Hospital/University libraries/archives
Identifying enthusiasts from within the surgical community (BJUI)
Resources of its editorial committee and board of the BJS
Centres of excellence in specific sub-specialities

Ideal Workflow
User submits image and meta data on website
Image is assessed and reviewed
Once approved its published on website
Image is discoverable by taxonomy and search
Image can be downloaded and re-used

Categories
Images (single snap shots ; 1-4) & (Series; 12 images)
Videos (Length 3 min and 6 min categories)
Podcasts

Images
• Snap shots
• Procedures
• Radiology

Plan for handling submissions
•Registration
•Terms and conditions
•Creative commons licence
•Author disclaimer
•Image quality
•Upload limit

Image submission (only available to those registered with site)
•Link on BJS website; ‘submissions to library’
•Upload content through a front end website system, asking authors for:

Title

Figure caption

Author name/s (only one person per submission)

Institute affiliation

Taxonomic section

Category

Creative Commons licence (CC) - compulsory

Author Disclaimer - compulsory

‘Peer review’
• Respondents felt all content should be moderated and peer-reviewed
• Not akin to journal peer review
• CML reviewer notified by email of images for review
• Reviewer area in website

Guide; ‘how to get your images published on the BJS CML’

The process of image review (Guidelines; March 2012)
• Uploaded images; scored objectively ; include/exclude
• Sub-speciality CML reviewer (from editorial board) – when required
• Quality check (metadata and appearance) – possibility of automation
• Image published (BJS taxonomy)

The CML image reviewer
• Post exit exam
• Selection
• Tenure
• Bursary
• Number (appoint 2, with 2 on standby – for ASiT competition)

Legal Considerations – Creative Commons Licence
Creative Commons (CC) is a is a non profit organisation
Headquarters in, Mountain View, California, United States
Founded 2001
Devoted to expanding the range of creative works available for others to build upon legally and to share

.
Legal Considerations – Creative Commons Licence
By making data publicly available, the author retains ownership of images (often not the case with traditional publishing).
All objects are licensed under CC-BY license,
This license lets others distribute, remix, tweak, and build upon work, even commercially, as long as they credit original author for the original creation.
This is the most accommodating of licenses offered.
Recommended for maximum dissemination and use of licensed materials.

Digital manipulation
Images should follow the FoundView standards for image manipulation
‘The presence of the FoundView standards guarantees that every image submitted depicts the forms and shapes that the camera recorded. Any post- camera shutter manipulations should be limited only to tonal variations and cropping’

Citing the BJS CML in Your Resume/CV
To cite original images published in The BJS CML please use the following format:
Smithson, J. (2012) Images of <image title >. B J Surg; Clin Med Lib www.BJSCML.co.uk
, CML numbers xxxxx, xxxxx, and xxxx.

Category
Title
Caption (limit to 150 characters per snap shot) xxxxx xx
Name Institute Country
Latest
Top viewed
Top downloaded
Archives

End of March
Submission guidelines
Reviewer guidelines
Competition guidelines/ASiT competition flyer
End April
Select reviewers
Confirm guidelines
ASiT competition flyer
June 2012
ASiT competition
3rd week June
Review competition results
End June competition results
July 2012
Consolidate
Amendments
Decide sequence of launch
August- Oct 2012 Launch BJS Media library

• Marketing
• Strategy for development / improvement
• Mid term objectives
• Long term objectives

Medium Term
Run marketing campaigns to drive submissions and awareness to current BJS members, ASiT members and other affiliated societies.
Using email, online and print advertising where possible.
Nominate an ‘image of the month’ to be considered as a journal cover image and raise awareness to offline users.
Measure of success
• Traffic to the site
• Number of submissions
• Number of images used for journal covers

Long term
Encourage the BJS Editorial Board to lobby colleagues and esteemed peers to submit/use the Library
Work with third parties to encourage reciprocal linking to the Clinical
Library area of the site specifically
Measure of success
Number of high profile surgeons submitting images within 12 months after launch

Acknowledgements
Davina Quarterman
Web Publishing Manager | Digital Products & Services
Alison Cherrie
Managing Editor, BJS
Sarah Jeffrey
Marketing Manager Health Sciences Marketing