Learn more about how to publish your health innovation or start-up.

Whether you're a beginner or regular author, hear advice about where to publish your work, how to navigate the submission process and what you should think about before writing your manuscript.

We'll also be sharing top tips from editors to maximise your chance of acceptance.

Experts:

Ashley McKimm, Editor-in-Chief, BMJ Innovations

Helen Surana, Deputy Editor, BMJ Innovations

Summary of webinar:

Introduction

• This webinar focuses on how to publish digital health innovations, with a key takeaway: "Write about the service, not just the product."
• Speaker: Ashley McKim, Editor-in-Chief of BMJ Innovations and Director of Partnership Development at BMJ.
• Audience Participation: Questions welcomed throughout the session, particularly around the publication process.

The Role of BMJ in Publishing Innovations
BMJ’s Longstanding Commitment to Medical Innovation

• BMJ has been at the forefront of publishing medical advancements since 1840.
• Historic publications include:
  • Chloroform discovery (1847).
  • Joseph Lister’s antisepsis research—aided by BMJ’s peer review process.
  • Link between mosquitoes and malaria.
  • Connection between smoking and lung cancer (1950s).

BMJ Innovations Journal

• Dedicated to publishing digital health solutions and medical devices.
• Accepts:
  • Original research.
  • Narrative and systematic reviews.
  • Early-stage innovation reports—specifically designed to speed up knowledge-sharing in digital health before large-scale trials.
• Innovations must be tested in clinical environments to be eligible for publication.

Why Publish?
The Importance of Academic Publishing for Digital Health Startups

• Credibility & Visibility: Academic publication provides scientific validation, increasing media and stakeholder interest.
• Reaching a Wider Audience: A well-published innovation can be picked up by news outlets, blogs, and social media.
• Raising Investment: Investors value peer-reviewed validation of digital health solutions.
• Healthcare Impact: Publications influence policymakers, healthcare leaders, and clinicians.

Choosing the Right Journal

• Different journals serve different audiences—select a journal that aligns with your target readers.
• BMJ publishes multiple journals relevant to digital health, including:
• BMJ Quality & Safety (high-impact healthcare improvement research).
• BMJ Open Quality (focused on quality improvement methodologies).
• BMJ Health & Care Informatics (focused on AI and data-driven healthcare).
• BMJ Innovations (digital health & medical devices).
• Consider open-access publishing to increase visibility.

Understanding the Publishing Process
Editorial & Peer Review Process

• Editors review submissions for originality, relevance, and impact.
• Peer reviewers assess the scientific validity—feedback helps authors refine their work.
• BMJ journals often include patient reviewers to ensure research is relevant to healthcare users.
• Acceptance Rates:
  • BMJ 5%
  • BMJ Innovations 12%
  • Early-stage innovation reports have higher acceptance rates (~30%).

Common Barriers to Publication

1. Choosing the wrong journal—reduces relevance and likelihood of acceptance.
2. Lack of clarity in writing—technical jargon and poor structure hinder readability.
3. Missing ethical approvals—studies involving people or patients require formal approval.
4. Not addressing limitations—acknowledging study weaknesses adds credibility.
5. Failure to involve patients—patient engagement strengthens a study’s impact.

How to Write a Strong Academic Paper
Key Principles for Manuscript Writing

1. Be clear and concise—avoid unnecessary complexity.
2. Provide all necessary details—allow replication of findings.
3. Acknowledge study limitations—demonstrates honesty and scientific rigour.
4. Avoid marketing language—focus on the service, not just the product.
5. Structure your paper effectively:
   • Abstract: Summarises the key findings and impact.
   • Introduction: Defines the problem and relevance.
   • Methods: Explains the study design and data collection.
   • Results: Presents findings in a clear, structured way.
   • Discussion: Interprets the results, acknowledges limitations, and suggests next steps.

Helpful Tools & Resources

• BMJ Author Hub—guides on manuscript writing, submission, and promotion.
• Peer Review Participation—reviewing other research helps authors understand the process better.
• BMJ Future Health Conference (November 2025)—opportunities for poster presentations and networking.

The Role of AI in Publishing

• AI tools like ChatGPT can help refine writing, but BMJ runs plagiarism checks to detect AI-generated content.
• AI cannot replace scientific validity and critical thinking—it should only assist in structuring and proofreading.
• Ethical concerns around AI’s impact on research integrity and bias remain a key discussion area.

Final Takeaways & Next Steps
Key Recommendations for Aspiring Authors

• Plan your publication journey—consider different types of publications at various stages of innovation.
• Start with posters & conference abstracts—they provide valuable feedback before submitting to journals.
• Understand journal guidelines—following submission rules improves acceptance chances.
• Seek feedback from peers—having someone review your draft ensures clarity.
• Be transparent about conflicts of interest—especially for industry-led research.

Final Thoughts

• Publishing is a journey—start early, be strategic, and seek guidance.
• BMJ editors are here to support your publishing efforts.
• For further help, visit BMJ Author Hub or reach out to BMJ Innovations.

Sing up to our next webinar here.