Future lab is a project at Läkartidningen, the Journal of the Swedish medical association. In the Future lab, a group of medical students gather and discuss contents and channels they feel is useful for the future as practising doctors. How they want Läkartidningen to be in the Future.

1. FUTURE LAB lakartidningen 2.0 Stefan Johansson, managing medical editor Anne Brynolf, student editor

2. YOU ” My name is… and I work… The first thing I associate with the Future is…”

3. WE - don’t know the Future - will not write you a prescription

4. UNIVERSAL TRUTH Future = Change

5. YESTERDAY vs TOMORROW Track record - what you did Plans - what you want to do

6. CONTROL, IF YOU KNOW… - how the organisation works - your goal - your position relative the goal - mechanisms you can influence

7. CONTEXT readers authors the public owners, editors

8. ” PUBLISHING HAS CHANGED” ”WTF HAS CHANGED?!” (will they ever get to the point)

10. CONCEPT OF COMMUNICATION posters ≠ communication communication ”happens” when your message reaches the reader

13. READERS WANT ” know your readers”

14. READERS WANT 2005 2008 You? Table of contents (email) 88 82 ✗ ✔ Search function 77 71 ✗ ✔ Related articles 59 60 ✗ ✔ Reference lists linked Pubmed 59 58 ✗ ✔ Citation feedback 54 55 ✗ ✔ Web manuscript submission 52 53 ✗ ✔ ” Editor’s choice”  32 49 ✗ ✔ Downloads images/ppt 46 40 ✗ ✔ News articles  27 42 ✗ ✔ RSS-feeds  4 11 ✗ ✔

17. FUTURAMA (according to BMJ 2002;325:1472-5)

18. FUTURAMA (according to BMJ 2002;325:1472-5) Lisa Bart Marge Homer Description Global conversation ” Big companies rule” Academic innovation + publishers do magazines Status qou Printed journal No Yes Yes Yes Knowledge is created through/by Consensus Big organisations and enterprises Academia and publisher The reader Technic All sorts of rapid digital communication Systems controlled by companies Fancy magazine and smart web site Journal and simple web site Philosophy ” I know a person who knows a person who knows exactly what you want to know” ” There is no independent info” ” Get it up on the web” ” Don’t rock the boat” Who gets credit Everyone gets equal credit – authors and readers are the same Readers (customers) (authors don’t want credit) Authors from Academia Readers by the publisher As today… authors and readers gets ”some” credit

19. FUTURE LAB lakartidningen 2.0

20. The medical student

21. The intern

22. The resident

23. Läkartidningen

24. graphics tutorials quiz reviews courses in dept material books rehearsal ABC articles orientation Läkartidningen – service provider interactivity

26. Present products Current integration What do you want What can you deliver What drives development readers, authors, editors, owners – who are they public arena what do they need what do they want