=Paper=
{{Paper
|id=Vol-2647/paper11
|storemode=property
|title=Online Branding of Scientific Medical Conference and its Economic Expediency
|pdfUrl=https://ceur-ws.org/Vol-2647/paper11.pdf
|volume=Vol-2647
|authors=Solomiia Fedushko,Andriy Shevchuk,Skoryk Halyna,Oksana Tymovchak-Maksymets,Olha Pyroh
|dblpUrl=https://dblp.org/rec/conf/irehi/FedushkoSHTP19
}}
==Online Branding of Scientific Medical Conference and its Economic Expediency==
https://ceur-ws.org/Vol-2647/paper11.pdf
Online Branding of Scientific Medical Conference and its
Economic Expediency
Solomiia Fedushko1[0000-0001-7548-5856], Andriy Shevchuk[0000-0001-5466-5911],
Halyna Skoryk2[0000-0002-6637-7252], Oksana Tymovchak-Maksymets1[0000-0002-6044-3407],
Olha Pyroh1 [0000-0002-6714-3079]
1
Lviv Polytechnic National University, Ukraine
2
Cherkasy State Technological University, Ukraine
3
Ivan Franko National University of Lviv, Ukraine
solomiia.s.fedushko@lpnu.ua, avshevc@gmail.com
gskoryk67@gmail.com, olha.v.pyroh@lpnu.ua
Abstract. This paper deals with the process of online branding of scientific
medical conference. The use of scientific-metric databases and modern capa-
bilities that provide social networks for communication between scientists is, in
combination, an effective method for promoting scientific publications, events
and scholars. The popularizations of scientific results, the publications in which
these results are published, play an important role in shaping the brand of a
modern successful scientist, which in turn is a component of the brand of higher
education. Successful scientific activity of a scientist is impossible without the
publication of the results of research in reputable international publications. The
development of the concept of popularization of periodicals through scien-
tometric international databases is a current and in-demand research. The results
of the implementation of the stages of the proposed algorithmic complex are the
creation of conference accounts and the formation rating and brabding the med-
ical conference be online scientific services. The practical implementation of
the proposed method has shown significant results in the popularization of the
scientific publication. The economic expediency of online branding of scientific
medical conference is proposed.
Keywords: PR-campaign, Medical Conference, Google Scholar, Online Brand-
ing, Electronic Archive, ResearchGate, Popularization, Online Communication.
1 Introduction
Conducting scientific conferences during which scientists present topical results of
their research is a significant contribution to the development of science in Ukraine
and the world. The popularizations of scientific results, the publications in which
these results are published, play an important role in shaping the brand of a modern
successful scientist, which in turn is a component of the brand of higher education.
Copyright © 2020 for this paper by its authors. Use permitted under Creative Commons Li-
cense Attribution 4.0 International (CC BY 4.0). IREHI-2019: International Conference on
rural and elderly health Informatics, Dakar, Sénégal, December 04-06, 2019
Successful scientific activity of a scientist is impossible without the publication of the
results of research in reputable international publications. The development of the
concept of popularization of periodicals through scientometric international databases
is a current and in-demand research. Often, the search for such publications brings
many problems for Ukrainian scholars.
1.1 State-of-art
The process of branding the scientific conference is a complex task. The use of scien-
tific-metric databases and modern capabilities that provide social networks for com-
munication between scientists is, in combination, an effective method for promoting
scientific publications, events and scholars.
The purpose of the study is to prepare and implement a universal integrated strategy
for the promotion of periodicals in the virtual space of communication, paying partic-
ular attention to the means of scientometric databases and online communication ser-
vices of scientists.
Research methods. The research conducted is based on web content analysis, analy-
sis of electronic resources, modern methods of information search on the Internet and
methods of information consolidation. The method of comparative analysis of virtual
services, social networks and scientometric databases was chosen to choose the opti-
mal technical solution. For the development of functional and information models the
method of theory of algorithms and using structural modeling diagrams was used. In
general, the research is based on modern web technologies. The data visualization
method was used to demonstrate the results.
The scientific novelty of the results. The scientific novelty obtained is to develop a
comprehensive approach for the formation of a high ranking in Google Scholar scien-
tific publications of a particular edition. It is not enough to download or list the posts
in the Google Scholar account to index the posts in the Google Scholar database,
which is a difficult task. The author has developed an algorithm for the steps you need
to take to succeed in a complex task - forming a high-h-indexed Google Scholar edi-
tion account. A high h-index score for a collection account will lead to the popularity
of the collection materials and, in turn, increase the h-indexes of authors in the
Google Scholar Science Database, which will lead to hassle-free recruitment, high
quality and competitive materials for each issue of the collection and increase and
conference organization.
The practical significance of the obtained results is the introduction of an effective
concept of popularization of the periodical scientific publication, formed on the basis
of the materials of the conference on the basis of the developed algorithmic complex.
The results of the implementation of the stages of the proposed algorithmic complex
are the creation of conference accounts and the formation of high h-index scores in
the Google Scholar Scientometric Database. This indicator is formed by posting con-
ference materials on the social networks of Academia.edu and ResearchGate, as well
as in the University's Electronic Archive of Scientific Materials, Publons, Fscebook
and websites. The practical implementation of the proposed method has shown signif-
icant results in the popularization of the scientific publication.
2 Analysis of the structure of the medical conference
The basis for conducting scientific and scientific-technical events is the order of the
rector, which approves the timing of the event, the composition of the program and
organizational committees, the plan of preparation and holding of the event.
The organizing committee should determine the specific topic to be covered by the
scientific convention, the name, as well as the participants of the conference, the
choice of the venue for the scientific conference, and then agree with the chairman of
the conference and the chairman of the program committee. The chairman of the
organizing committee is responsible for advertising the scientific conference, through
which the participants will be notified of the scientific conference. Attendees are noti-
fied of the conference from a newsletter or booth containing information about the
conference, as well as social networks, directories, and more.
BOARD OF
REVIEWERS SECRETARY
CHAIRMAN OF
CHAIRMAN OF CONFERENCE
THE ORGANIZING CHAIRMAN OF
COMMITTEE THE PROGRAM
COMMITTEE
ORGANIZATIONAL
COMMITTEE PARTICIPANTS OF THE PROGRAM
CONFERENCE COMMITTEE
PLENARY SESSIONS
ROUND TABLE
SCIENTIFIC CONFERENCE
Fig. 1. Structure of medical scientific conference
Conducting scientific and methodological conferences is carried out with the
involvement of teachers, graduate students and associate professors, and other staff of
universities for the presentation and distribution of new methodological textbooks,
developments and training programs.
The structure of the scientific conference consists of appointed specialists for posi-
tions that organize, regulate and control the holding of the scientific conference (Fig.
1). To organize a scientific conference appoints qualified specialists to the positions
responsible for organizing this scientific conference. The scientific conference in-
cludes: Program Committee Chair, Conference Secretary, Program Committee Mem-
bers, Organizing Committee Chair, and Organizing Committee Members. Scientific
conferences can be held in the form of plenary meetings and round tables. Participants
of scientific conferences during plenary sessions are acquainted with reports of con-
ference speakers from the hall, speakers report from the podium to the participants.
During the round tables, all participants take seats at the table; each participant speaks
on a particular issue.
3 Modeling the concept of medical conference promotion
Modeling the concept of popularization of a periodical scientific publication by means
of scientometric international databases consists in the developed information model
of the process.
CONDUCTING
SCIENTIFIC RESEARCH
PUBLICATION OF
CONFERENCE MATERIALS
CREATE AND MANAGE PROFILES
AUTOMATIC DATA PROCESSING
AND COMPUTING RATING
Fig. 2. Model of creating branding in online scientific services
The model developed of creating branding in online scientific services is shoem in see
Figure 2, the process of posting conference articles in online scientific services, and
generating citation statistics.
The conference proceedings should be electronically divided into separate materials,
then upload them to profiles created and configured on the Academia.edu and Re-
searchGate social networks, as well as in the Electronic Archive of Scientific Materi-
als, leaving these materials open to the public on the Internet.
The materials are automatically processed by Google Scholar and added to the
Google Scholar Conference profile. Based on this data, statistics are cited for material
citation and indexes.
The created Publos page of IDDM conference is shown in Fig. 3.
Fig. 3. Publos page of IDDM conference
Also created Facebook page of IDDM conference is shown in Fig.4.
Fig. 4. Facebook page of IDDM conference
The created website of IDDM conference is shown in Fig. 5.
Fig. 5. Website of IDDM conference
3.1 Functional model for solving the problem
In the functional model of the task, a set of algorithms was developed to solve the
tasks. The created algorithm for logging in and setting up an account in the Google
Scholar Search Engine [13] solves the task of registering in the Google Scholar
Search Engine Database, specifying what steps to take to create a new account and set
it up. An algorithm for adding articles to a Google Scholar account has been created,
solving the problem of finding articles in Google and adding these articles in an au-
tomated way, which increases the h-index of the conference account. To register and
set up an account with Google Scholar, you must follow the steps in the flowchart
(Figure 6). The main steps of this algorithm are:
Logging into Google Scholar and logging into your account. Checking the avail-
ability of an account that is needed to avoid duplication of similar accounts. If an
account exists then you need to switch to your own profile, if you do not need to
create a new account.
Account Creation. Complete registration forms such as name, affiliation, verifica-
tion email, field of interest, and homepage. Receiving email confirmation. Go to
profile to see the features and benefits of creating a Google Scholar account. Read
the list of downloaded articles on Google Scholar.
Check articles for Google Scholar Search. If there are articles, then include the
articles found in your account. If there are no articles in the database, then manual-
ly add the articles to the open access service. Include articles found in the account
to improve metrics and enable other scientists to review the added scientific arti-
cles. You can manually add articles using the Add button, then fill in the required
fields and download the document.
Forming a list of articles in Google Scholar. Determining automatic profile up-
dates for adding Google Scholar personal articles to scientific accounts that are
hosted on other social networks and science databases, and manually setting up a
profile for ease of use for a scientist.
1 1 2
beginning
9
2
Google go to profile
Scholar sign-
in
10
3 review the list of
go to the context downloaded sites
menu's "Login"
button
11
4
articles exist in no
Check your existing the list
account 13
Yes Manually add
12 articles to the open
source service
5 account articles
Yes found
account exists 1 14
editing a Google
Scholar article
no 15
account
6 Determining
automatic profile
create an account updates
16
7 Manually set up
filling in the your profile
registration form
17
8 the end
receiving an email
confirmation
2
Fig. 6. Google Scholar sign-in and set-up flowchart
The created Google scholar profile of IDDM Conference is shown in Fig. 7.
Fig. 7. Profile of IDDM Conference in Google Scholar
Citation chart of IDDM Conference in Google Scholar is shown in Fig..8.
Fig. 8. Citation chart of IDDM Conference in Google Scholar
In order to submit an article in Academia.edu, you must follow the steps described in
the flowchart (Fig. 9):
1 2
1
beginning
8
specify an email
2 link
click to attach an
article
9
click save
3
download no
document
1
10 no
yes allow comment
4 on the post
3
specify the article yes
title
11
view who reads
and cites the
5 article
specify the authors
of the article
12
view the attached
article
3
6
indicate the
scientific field
13
search for
7 scientists
select a document
type from the list
14
the end
2
Fig. 9. The block system of the algorithm for adding a scientific article in Academia.edu
The algorithm is to perform the following basic steps:
Add the article and download the paper containing the scientific article and provide
the basic information: the title of the article and the authors of the article, after that
the added authors will be notified about the assignment of the scientific article, af-
ter confirmation of the article it will be automatically added to the authors profile;
the scientific field so that scientists can easily find a research article by pre-search
help; type of document, namely to indicate that it is a scientific article; an electron-
ic link, if there is no paper with a scientific article, it is possible to indicate the
electronic link that contains the scientific article, after completing all forms of the
article will be added to the profile.
Save, after saving the article will be added to the profile.
Allow commenting on the publication by other scientists, view and cite the article
by scientists.
View the attached article.
Search for scientists and engage them in your own profile.
Adding articles to your account at Academia.edu must be done by uploading a docu-
ment containing the article or providing an email link.
The created algorithmic complex is implemented with the purpose of solving the
problem - application of the developed concept of popularization of periodicals with
scientific-metric international databases.
4 The Economic Feasibility of Online Branding of Scientific
Medical Conference
Economic feasibility is a kind of cost-benefit analysis of the examined project, name-
ly online branding of scientific medical conference. During the economic feasibility
analyzis of the project, it is important to consider the following facts:
─ the design decision depends on marketing research.
─ if the market is unfavorable or funding is not received, or the implementation of
the project is too expensive, the expert may abandon the project.
Fig. 10. Scheme of the stages of the online branding campaign of scientific medical conference
However, experts need to have enough information to make the right decisions at
every stage. Stages of the online branding campaign of scientific medical conference:
1) Analysis of economic feasibility, 2) Planning, 3) Implementation and 4) Marketing/
In order to finally confirm the economic feasibility of the proposed campaign of
online branding of scientific medical conference, we calculate the profitability of the
project according to the following formula:
Ptotal
Pr 100% (1)
conf Brand
where Ptotal is the total profit from the project; conf Brand is the total cost of
organizing, holding the conference and its branding online research services.
The economic feasibility is evidenced by the large number of participants from
many organizations.
Fig. 11. Diagram of organizations of participants of IDDM Conference in Scopus
In 2018-2019, the largest number of publications was submitted by scientists Lviv
Poly-technic National University -5 papers, scientists Ternopil National Economic
Univer-sity submitted 5 papers, scientists from Comenius University, Zaporizhzhia
Polytechnic National University, National Aviation University, Univer-sitat Wien ,
Danylo Halytsky Lviv National Medical University, Ukrainian National Forestry
University submitted to the conference 4 publications from each university. And also
3 publications were submitted from Ternopil Ivan Puluj National Technical Universi-
ty, Technische Universitat Wien, Uzhgorod National University, Ivan Franko Nation-
al University of L'viv, Lviv State University of Life Safety. Of the other institutions,
fewer scientific papers were submitted to the IDDM Conference.
Also Participants of IDDM Conference represent 17 countries.
70
60
50
40
30
20
10
0
Fig. 12. Diagram of countries of participants of IDDM Conference in Scopus
Diagram of countries of participants and diagram participant organizations of
IDDM Conference are shown significant popularity of the conference and show the
effectiveness of the campaign to create a brand of medical scientific conference
among medical and scientific organizations.
5 Conclusions
In this scientific work an analytical review of literary sources is carried out, the
concept and structure of a scientific conference are considered, the specifics of the
organization and holding of a scientific conference are investigated. A thorough
analysis of the presentation of scientific publications in the virtual space is made.
An information model for creating a Google Scholar profile and generating citation
statistics has been developed, including the creation of a Google Scholar profile, the
process of posting conference articles to its Google Scholar profile, and generating
citation statistics.
In the functional model of the task a set of algorithms has been developed, on the
basis of which the tasks are solved: creation of accounts in Academia.edu and Re-
searchGate. The result is the citation statistics for the Google Scholar conference ac-
count.
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