From Consensus to Impact: How Publication Extenders Can Support Change
Reaching consensus through structured methodologies like the Delphi method can often be a key step toward creating meaningful change in clinical practice. Expert opinion, when systematically captured, can provide a solid foundation for guideline development, policy change, and improved care pathways.
But achieving and publishing consensus with experts alone is not enough.
To influence practice, policy, and ultimately patient outcomes, research findings must be accessible. In an era where medical content is produced at an overwhelming pace, with at least one publication released every 26 seconds, healthcare professionals would need over 29 hours a day to simply skim all new literature in their field. Yet, the average time they have to engage with new information is probably closer to two hours per week.
This reality reveals a critical gap: publication alone does not equal impact.
Boosting Impact with Publication Extenders
Over the last few years, publication extenders, also known as enhanced publication content or digital features, have been used to help translate research into real-world outcomes. These extenders serve to simplify complex evidence, amplify a message, and tailor content for specific audiences across various channels to increase engagement.
Examples of publication extenders include:
- Infographics
- Video abstracts
- Podcasts
- Plain Language Summaries (PLS)
These tools are proven to make a measurable difference. For example:
- Articles with video abstracts receive over 1.2 times more citations.
- The New England Journal of Medicine reported that articles with videos had a notable increase in views over three years.
- In one pilot study, 62% of articles with PLS received significantly more downloads than similar articles without them.
- 43% of healthcare professionals have shared PLS with their patients.
- In rare disease areas, PLS increased clinicians’ likelihood to share findings.
- Patients describe well-crafted PLS as essential to understanding medical research.
But despite their clear value, publication extenders are not yet being used to their full potential. A 2023 study found that only 3% of graphical abstracts retrieved in searches originated from peer-reviewed sources, a strong indication that discoverability remains a significant area for growth. Likewise, while Plain Language Summaries (PLS) are becoming more common, they often remain underutilized. In PubMed, just 61 out of every million articles were tagged with a PLS, and many of these were incorrectly labelled.
Publication Extenders & the Need for Integrated Consensus Campaign
To maximise the reach and impact of publication extenders, a strategic and integrated dissemination approach is essential. Relying on isolated content creation is not enough. Instead, these tools must be developed and deployed as part of a well-designed communication campaign that aligns with the needs of key audiences. By leveraging third-party platforms, dedicated content hubs, and targeted outreach, enhanced content can more effectively connect with clinicians, patients, policymakers, and other stakeholders, ensuring that the insights generated through consensus truly lead to meaningful change.
At Triducive, we do more than produce evidence. We design campaigns that activate it, turning consensus into action and evidence into influence. We align every element of our communication strategy with the target audience, ensuring that the right messages are delivered in the right formats through the most effective channels.
Our approach includes:
- Content creation – High-quality, engaging assets tailored for each audience: videos, infographics, case studies, podcasts, decision tools.
- Media engagement – Securing press coverage and public discourse on consensus findings.
- Policy support – Crafting white papers, model pathways, and business cases to influence decision-makers.
- Events & speaker platforms – Facilitating dialogue and momentum through targeted events and community forums.
When publication extenders are integrated into targeted campaigns, they help ensure that consensus outputs are not only seen but acted upon. Our experience shows that this approach leads to:
- Changes in national and local clinical guidelines
- Adoption of new referral and treatment pathways
- Increased product and service uptake
- Tangible shifts in policy at institutional or governmental levels
Interested in expanding the reach of your consensus findings or research outputs?
With over 50 manuscripts published in peer-reviewed journals, Triducive has extensive experience in developing and delivering communications strategies to amplify the results of a Delphi consensus.
Contact us for more information about the Delphi method and our amplification campaigns.