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Viewpoint
July 2014

Disseminating Research FindingsPreparing for Generation Y

Author Affiliations
  • 1Department of Medicine, Green Templeton College, University of Oxford, Oxford, England
  • 2Center for Healthcare Outcomes and Policy, University of Michigan, Ann Arbor
JAMA Surg. 2014;149(7):629-630. doi:10.1001/jamasurg.2013.5019

Young adults known as Generation Y are typically described as fast-paced social media fanatics who are glued to their smartphones and reluctant to disconnect from the Internet. This generation will continue to form an increasingly larger share of the patient and surgeon populations in the coming decade. Unfortunately, research dissemination remains a largely static and linear process that does not appear to have kept pace with the demographic changes in its audience.1 As authors representing both Generations X and Y, we believe that effective dissemination is just as important as the research content itself and are surprised at the relatively slow pace of change. In this Viewpoint, we offer suggestions that could allow peer-reviewed journals to more fully embrace existing momentum toward patient engagement, social media, and the inclinations of those in Generation Y for interactive content.

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