Who's Who

Gertrude Hoogendoorn, Head of Marketing Scopus, Talks About the Scopus Brand and What It Means

Gertrude Hoogendoorn has recently assumed the role of head of Marketing at Scopus, moving from her former position as Head of Marketing at ScienceDirect, where she led that brand’s redesign last year.

I am particularly pleased to be involved with Scopus at this pivotal moment in time. Significant enhancements like the h-index for research performance measurement and the functionality that will be introduced as part of this fall’s release, continue to improve the user’s search experience.

We are also working to change outdated perceptions of Scopus’ content coverage. There have been some criticisms in the past to which we have been responsive. Now that we have ensured 99.2% completeness of content and have
dramatically increased our coverage in the Social Sciences and Arts & Humanities fields, even our harshest critics are acknowledging the progress we’ve made.

Since Scopus was introduced to the market in November 2004, we have been using the image of a white cloud floating in an otherwise pristine blue sky in our promotional and user support materials and inviting users to discover Scopus and “Find Out.” As Scopus has evolved from this initial blue sky thinking phase into a more established and
well-respected player in the research arena we felt it’s time to review our messaging and brand style accordingly. Now the time is right to move to the next phase in communicating that Scopus is the largest abstract and citation database of peer-reviewed literature and quality web sources with smart tools to track, analyze and visualize research.

Distilled to its essence, the message we’re conveying is that Scopus benefits the scientific research community in three distinct ways:

• Scopus offers the broadest, most integrated coverage of peer-reviewed literature and quality web sources
• Scopus has smart tools to track, analyze and visualize search results
• Scopus incorporates into your workflow seamlessly

These are basic yet very powerful statements that form the core of Scopus’ – to enrich the user’s literature search experience and ultimately improve research productivity and effectiveness.

Since its inception, Scopus development has been driven through close collaboration between forward-thinking information specialists and members of the research community and the Scopus Team. I’m very pleased to be part of this industry-leading initiative.