Getting your research published is challenging enough, but how do you know if you’re choosing a journal that will deliver the right audience, and once published, how can you find out if your article is performing as it should? Publishing research is important for many reasons – peer review, establishing a public record, proving efficacy and safety – but without an audience to read, engage and – hopefully – act on your research, it could be taken as an empty gesture. Not all publications are created equal – but they all have a potential audience. Prior to publication, how can we ensure best practice in journal selection and publication performance? Then post publication how can we use data to drive new insights to support this crucial activity in Medical Affairs; analysing and contextualising the information to accurately understand what they mean within the context of your therapeutic area?