[vc_row][vc_column][vc_column_text]Clifford Fram, Editor-in-Chief[/vc_column_text][cq_vc_todolist header=”Top stories Q1 2016″ headercolor=”#000000″ headerbackground=”#ffffff” icon=”fa-hand-o-down,fa-bed,fa-sun-o,fa-heartbeat,fa-frown-o,” iconcolor=”#000000,#000000,#000000,#000000,#000000″ isclickable=”no”]
[/cq_vc_todolist][vc_empty_space height=”50px”][vc_column_text]Men, in general, do not like the idea of their doctor inserting a finger in their rectum for a feel of their prostate – and most doctors do not like making their patients feel uncomfortable. So there was relief all round when new Australian guidelines announced that digital rectal examinations are no longer the done thing in primary care.
One of the biggest issues with prostate cancer screening is the risk of over-diagnosis. And GPs have been crying out for clarity about which men should be having their PSA tested. So there is little surprise that our story on the new guidelines took top honours as the most-read clinical article of the first quarter of 2016.
We invest thousands of dollars every year commissioning leading medical specialists to write our in-depth ‘How To Treat’ and ‘Update’ articles published in Australian Doctor and Medical Observer. Every year, research shows that our readers highly value the knowledge and insights they gain from these efforts.
But sometimes we add just as much value to a doctor’s life by publishing a simple public-service announcement about something that affects their day-to-day practice. That’s why our article on the quadrivalent flu vaccine was the second most popular clinical read of the first quarter.
Stories that challenge popular perceptions about a topic also generate high engagement. So while a story about Vitamin D typically rates well, the long-form article “Why I changed my mind about vitamin D”, did especially well with our readers.
One of the tricks of good engagement is to take a complicated issue and break it up into easily digestible pieces. So the results for the easy-to-read dyslipidaemias article should be really pleasing for the good people who dedicate their working life to reducing the risk factors for coronary heart disease.
Similarly, helping patients with mental health issues can be a major challenge for busy GPs. So it’s not surprising that we captured our readers’ attention by using an accessible approach to a complicated topic such as patients’ concerns about anti-depressants. The counter-intuitive headline also played its part, I’m sure.[/vc_column_text][/vc_column][/vc_row]