Introducing the global medical community to the information presented at local scientific conferences through nephrology blogs

An increasing number of healthcare providers author medical blogs (bloggers) to educate the public and fellow physicians. Traditionally, many bloggers have assumed that readers are most interested in information presented at prestigious and popular scientific meetings. As a result, the readers and bloggers often ignore blogs of local scientific meetings. We hypothesize that blog readers will utilize blogs about local scientific meetings less than those about national meetings. We examined nephrology-pertinent blogs from 2010-2012. Blogs were categorized as "local/regional" or "national/international" based on the majority of the audience that attended the live scientific meeting. We tracked the number of pageviews, reading time, and location of use per blog for the first 90-days after its first availability on the website. Wilcoxon testing was performed on all data. There were 9 local/regional and 11 national/international scientific meetings for which blogs were available. The mean number of page views was significantly lower in blogs from local/regional than national/international conferences (84.7 versus 160.3, respectively; p < 0.01). However, the mean difference in total reading time between both categories of blogs was not significant (p = 0.25). Data from this investigation do not fully support the hypothesis that readers utilized local/regional blogs less than national/international blogs. Although local/regional blogs attracted fewer readers (lower pageviews), the content in these blogs was compelling enough to keep the reader equally engaged as with national/international blogs.