STM: TrendMD Designed to Help Medical Research Get Read

From the Canadian Press (via CBC):

A Canadian startup’s web widget is offering doctors and researchers help in digitally navigating the staggering volume of medical studies and articles being published each day around the world.
“Everything starts with the information overload problem. Today, there are now over 4,000 new articles that are published per day, and that’s just in biomedicine alone,” says Paul Kudlow, a Toronto-based physician-scientist and founder of TrendMD, a startup financially backed by MaRS Innovation and the Ontario Centres of Excellence.
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TrendMD’s business model is based on clicks, and there are two streams of revenue — publishers and sponsors.
Publishers place the TrendMD widget at the end of articles published on their websites, at no cost. Using the article content as a guide, the widget then recommends links to related studies elsewhere in the journal — keeping the reader engaged in their area of interest for as long as they want to read and, in turn, making money for the journal with every click.
Sponsors, on the other hand, pay to have their content added to TrendMD’s widget after their study is reviewed by the startup’s in-house team.
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With all of this content, TrendMD generates approximately nine million scholarly article recommendations to 2.5 million readers per month, said Kudlow. The widget is installed across a network of about 200 premium scientific, technical, and medical journals and blogs, including BMJ, Landes Bioscience (Taylor and Francis), and the Journal of Medical Internet Research.

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