Moving online

Please forgive an old trapper this melancholic flashback. But one of the most inspiring projects during my career was the successful migration of a business publication from print to online around the turn of the millennium. “Inside-Lifescience” was a multi-channel online-magazine covering latest news and trends in life science, pharma and biotechnology.

But let’s start with the roots. The publication was originally developed in early 1999 by a leading German publisher of specialized journals in the fields of life sciences/medicine and the information broker business that I had just founded. The intention of the publisher was to establish a periodical information resource that reflected the emerging European biotechnology industry. We – with our know-how of information research combined with in-depth knowledge of life science technologies and industry – were found to be the right content partner for this project. The result of both expertises was the printed monthly newsletter “BIONEWS”. “BIONEWS” mainly included news from all over the world arranged in categories. This was complemented by an event calendar, links to web sources, and an editorial. “BIONEWS” contained no advertisement and was exclusively financed by subscriptions.

As the aim of “BIONEWS” had always been to cover current trends and to be most up-to-date, we soon realized that a print publication had natural limits regarding timeliness. With the monthly frequency, the news for a single issue had been collected over a couple of weeks. Layout, setting, print, and delivery needed at least an additional week. So, at the time the reader had his copy in his hands, some news were already four or even more weeks old. Not really highly topical! The only way for a print publication to overcome this limitation would had been to shorten its publication dates. But this also would had multiplied the operating efforts and costs.

So, what alternatives did we have? After some discussions we finally decided to move online. This sounds obvious from today’s perspective. But at those times it was absolutely not. Well, honestly spoken, the facts spoke for themselves:

  • an online publication could be updated more regularly (up to several times a day)
  • the editors could react more flexible to incidents of immediate interest for readers
  • there were no more regular expenses for setting, printing, and delivery
  • production could concentrate on content not on layout
  • the production process could be improved through content management technologies
  • new database-based products became feasible
  • the basic content was for free to readers because the financing relied on advertisement and enterprise services

As a result the whole production process from initial content research up to the archives was improved … resulting in a new product and new services at lower costs.

But lower running costs had to be paid with great set-up expenses. As the print version could be produced via the standard production path of the publisher, the online version needed a complete new infrastructure. We found this structure in an information management system that was able to channel incoming as well as outgoing information, and allowed to automatically publish content on the web. This system also could automatically mail electronic newsletters, send SMS messages, and fill WAP pages in parallel to the HTML pages (for generation Y: WAP was an early technology to make web pages visible on mobile devices with – at those times – minimalistic displays). Further technical problems had to be solved. “Inside-Lifescience”, the new name for the publication, needed a web server, and a reader-oriented web layout had to be developed.

Setting up a new information system did not only have a technical perspective but also psychological aspects. Established working behaviour needs to be changed. System users (the editorial staff, e.g.) needed to get an introduction to the new software. The internal “routing” of information was changed. More information has to be shared internally. And I am sure all of you know the sentence “But we have always done it by this, and it always worked fine!”  But I was lucky to have a quite young team showing the flexibility that was necessary to successfully manage those changes.

The publisher now took the marketing part of the project. They had been an established professional marketing partner within the life science industry. They did have the contacts to sell banner places as well as corresponding “Inside-Lifescience” enterprise products (like content delivery for company web sites, e.g.). But they also had to learn, because selling an online banner is not the same as selling advertising space in print journals. So, the project was a challenging and exciting experience for both partners. At those times, somehow comparable to the joint exploration of a new continent.

One important aspect should not be forgotten, as it is still prevailing. Despite all the new media euphoria we did not want to close our eyes for reality. In those early times, only a few online journals and information portals were substantially in financial plus. Online publishing was not really established in means of the return of investment. One reason may had been that internet users were used to have information and content for free, and many people did not really acknowledge the value of high-quality information (to my opinion this has not really changed so far). Back then I was convinced that there was only one promising  strategy to earn the money needed for the maintenance of an online information service: by accompanying products and co-operations. The few financially sound online projects, like “Focus Online” in Germany, showed that this was the way to success at that time. “Inside-Lifescience” had at this point already an advantage because it naturally cooperated with a variety of print journals that were under the roof of the publishing partner already.

Finally, “Inside-Lifescience” started real multi-channel with a web-magazine, an email newsletter, a mobile edition, an AvantGo-channel (at those times for PDAs), and an SMS alert service. And most important … with exciting, interesting, relevant and up-to-date quality content. We offered an always up-to-day view on the biotechnology industry, and had external industry insiders providing editorials. “Inside-Lifescience” lived as a successful online magazine with thousands of readers for a couple of years. It was discontinued when the collaboration ended due to a takeover of the publishing partner. We kept the online platform for a few more years as our corporate publication for clients and stakeholders, resulting in some major project acquisitions. But this is another story.

Revised version of the article “Moving Online – Developing an online information portal”, originally published in October 2000 by Business Information Searcher, ISSN 1365-5760

Let’s talk about Sex

Journalists are mediators. And they are translators. Take me as an example. It is my job as a scientific journalist to translate scientific contents to the public so that people can understand what things like “cloning” and “genetic engineering” are. And, well, I am trying my best and it truly is an advantage for me to be an educated molecular biologist. I do understand scientific subjects as well as the technical terminology of the biosciences.

But what’s about my non-scientific colleagues? If a standard magazine journalists is in duty to write about – let’s say – Dolly the sheep, does he really have a chance to produce something meaningful? It is even hard for him to understand the details … and we expect a founded judgement. This colleague however is a translator to the public. Like a Chinese-English translator who never learned any Asian language and is working with a 1970 edition of a common dictionary (and avoid asking him for the Chinese signs). Taking this into account, can we really be surprised that the public opinion about biotechnology and gene technology is such bad in Europe.

This also had been a major point at the “Biotech in Europe” session of the recent BIOTECHICA BUSINESS FORUM 2002 in Hanover, Germany. Speakers included Crispin Kirkman (BioIndustry Association, UK), Claude Hennion (France Biotech), Christian Suter (BioValley Basel, Switzerland), Rob Janssen (Netherlands’ Biotech Industry Association) and Hugo Schepens (EuropaBio).

During the discussions Christian Suter mentioned that we are missing true science mediators in Europe. He quantified fruitful cooperations between journalists and scientists as lucky exceptions. And others added that there is a completely different communication culture in North America where scientists don’t worry about sitting in a TV shown and propagating their views to the public.

I do agree. We are really missing true translators and mediators of our contents. Where are the colleagues that are able to help journalists to understand? Dear scientists, journalists desperately need you! Help them to translate. Go out, be present and be the bridges crossing the river between scientific knowledge and the society. In my view many American scientists are highly sensitized regarding their role and duty for public understanding that is the base of public opinion. European scientists are much more afraid of being in the limelight of the media. But – honestly spoken – to my opinion it is part of their (publicly financed) job.

Why do so many European scientists avoid the public? Well, they never learned it. Being a public translator for scientific knowledge is not part of scientific education. Many researchers are just not able to translate.

It is a matter of terms … and a matter of relevance. Let me explain what I do mean with the “matter of relevance”. A true scientist talking about the developments in research will never make an absolute statement, like “Newton’s apple will definitely never go upwards”. He is always qualifying and seeing things in relative terms, even when there is just a hypothetical 0.0001% chance for an alternative event. Perhaps, one day, Newton’s apple may go upwards. It does not matter if this is relevant or not, it always will be a possibility. This basic kind of thinking is a result of the scientific knowledge finding process’ structure, that is driven by thesis and antithesis.

But for the average man or woman this “may be” is a sign of uncertainty, in the worst case interpreted as “there is something in it”. The 0.0001%-event has become a true and relevant option. Now, he is awaiting Newton’s apple to shoot up to the stratosphere, exploding there and finally destroying earth’s ozone shield.

As a conclusion, scientists have to learn to reduce, to focus and to rate various options for relevance. People want clear answers, simple explanations and meaningful statements.

Now, let’s talk about the “matter of terms”. Scientists and non-scientists are often using the same words but do speak different languages. Many scientific terms have a different meaning or an additional interpretation for average persons they have not for a scientist. The result is that both are speaking to each other but there is no true communication.

Take the word “sex” as an example. If a scientist is using the word “sex” he usually is thinking about the gender of the organism he is working with – but most non-scientists at first are thinking about something completely different. Another good example would be the word “glauben” that in the German language is used for “to my opinion” as well as for “to believe”. So if biotech managers “glauben” that gene technology is safe, is it their opinion or is it their believe? But let us focus even more towards “genetic engineering” and “gene technology”. For me the German translation “Gentechnik” has no weight. In my understanding the word stands for a scientific method, a lab application. It is not good or bad, it just is. But for an average German citizen “Gentechnik” has an expanded content, it has a negative meaning, it is a bad word, it is used like talking about devil’s kiss. Now imagine a molecular biologist and a politician having a discussion about gene technology. They are talking together … but finally there is no communication. You can observe it on any programme running on an European TV station.

Where are all these communication and public relation agencies serving the Life Science industries? What have they done during the past years? Well, at least they have lost an important battle. They lost the battle for sovereignty over words. And I suppose that they lost because many of them did not really understand the things they were fighting for.

If you want your public relations work being successful within the fields of Life Science and biotechnology it is much more important compared to any other branch of business that you have an in-depth-knowledge about the contents. Biotechnology and gene technology cannot be treated like others. You really have to understand the technologies you are trying to promote. You really have to know the key words and their true meaning as well as their interpretation by interest groups. And never forget that these words and expressions can have various meanings depending on who is using them!

But where is the way out of the dilemma? Very simple: strike back! Use the words in their true meaning. Use them ‘normalized’. And do not use them only on podium discussions but in your daily live. Speak about biotechnology with your family. Speak about biotechnology with your friends. Speak about biotechnology with your colleagues and business partners. Speak about biotechnology with your children and with their teachers. Speak about biotechnology at your breakfast table and at your barber. Speak about biotechnology with your doctor and with his nurse. Speak about biotechnology as it would be the most normal thing in the world. One day it will be. Win back the sovereignty over words! Now!

Revised version of the article “Let’s talk about Sex”, originally published in December 2002 by Inside-Lifescience, ISSN 1610-0255.

Going public

Do you remember? Y2K had been announced as the great entry into the millennium of biotechnology! Did you get it?

2000 in biotechnology was planned as the year of the big conferences and meetings as well as the year of the phenomenal announcements. This should have been the grandiose prelude for an international campaign against the technique critics. But did anyone – besides scientists – really pay attention to all the efforts. Honestly: no.

No, because this is how it should be _ or no, because we missed the chance to present our science to the people. If you picked the first “no”, there is nearly no reason to go on reading. But if you think that the scientific community missed a chance, then join my thoughts about how we could better the situation.

Living in Central Europe we still face the situation that most non-scientists adore gene food and associate gene technology with Frankenstein. People will not buy daily products known to content genetically engineered compounds. We do have a really bad public opinion about gene technology. Is the reason for this situation really only ignorance and antagonism against all technological advancement? Or is it possible that the scientists themselves fail to promote their science? Who else should do it?

What biotechnology and gene technology (who are used synonymously in this context) are missing is capital. This capital is coming from confidence. A confidence that results from the knowledge of the opportunities as well as from the hope for a better future. If the people do not rely on our biotechnology enterprise they will not invest any capital in it. That is what we can learn from a going public at the stock exchange. No confidence – no money, no money – no development.

So, colleagues, let’s go public! Let’s use a language that everybody can understand when we talk about the science we love. Talk with the heart and not with the dictionary. Open your ears for the fears. Show the opportunities and advantages of biotechnology. Talk to the people and talk with the people. You are the ambassadors of our science!

Originally published in November 2000 by Inside-Lifescience, ISSN 1610-0255.