





































Contents V36 N3 
FALL 
2021

128

A logarithm is the inverse function of exponentiation. If bn = x, then n = logb(x). Since 23 = 8,
log2(8) = 3. Since exponents can be negative, you can have negative logarithms, which 
represent the inverse of a number. Since ½ is the inverse of 2, the log2(½) = −1. Likewise, the 
log10(¹⁄₁₀) = −1 (Figure 1).

Some units of measure are based on a logarithmic scale. For example, pH is based on the 
negative of the base-10 logarithm of the activity of the H+ ion (as measured in moles per liter). 

𝑝𝑝𝑝𝑝 = −𝑙𝑙𝑙𝑙𝑙𝑙!"(𝑎𝑎#!) = 𝑙𝑙𝑙𝑙𝑙𝑙!" ,
1
𝑎𝑎#!

.

A solution of pure water has hydrogen activity of 1 × 10−7. The reciprocal of that is 1 ×107, or
107; log10(107) = 7. So the pH of pure water is 7. Water with a pH of 6 would have a hydrogen 
activity of 1 ×10−6, which is 10 times as many hydrogen ions as in pure water!

Figure 1. Logarithms are the inverse function of exponentiation: If bn = x, then n = logb(x). 
Exponentiation allows you to raise any real number (any point along a number line) to any 
real power. Note that x0 always equals 1, and x1 always equals x. For this reason, logb(0) is
always 1 and logb(1) is always b, regardless of the value of b (i.e., regardless of the base of the
logarithm). A negative exponent represents the inverse of a number (e.g., 2−1 = ½). Thus, a
negative logarithm equals the logarithm of the inverse of the value: log2(½) = −1 and −log2(½)
= 1. Courtesy of Richard F. Lyon via Wikimedia Commons.

Base-10 logarithms are used so often that they are often just written as log (x). The natural
logarithm, abbreviated ln (x), has Euler’s number (e) as its base. Euler’s number is an irrational 
number that is useful in many different areas of mathematics. 

Medical writers should be aware that viral load is often expressed in base-10 logarithms. I 
once edited a news article that described a patient as having a viral load of 5 copies/mL. That 
value was dubious: a value that low had to be below the limit of detection of any available 
assay. When I looked at the source material, I found out that the patient’s reported viral load 
was actually 5 log10 copies/mL, which meant 100,000 copies/mL. Big difference! 

121

18%

37%

3%

35%

7%

110

 101

106

110

115

118

120
121

FEATURE
A Cognitive Model Approach to Creating Usable
Health Care Content � Kirk St.Amant

FEATURE
Infographics and Visually Appealing Slides � Kelly Schrank

RESEARCH
Digital Enhancements for Primary Medical Manuscripts: 
A Survey on Perceptions, Challenges, and Needs of  
Medical Publication Professionals � Patricia Fonseca

SOCIAL MEDIA
Social Media for the Health Care Organization: 
Sharing for Good � Diane Lang and Abbie Roth 

FREELANCE FOCUS
Brian Bass, Allie Boman, Katherine Molnar-Kimber, and  

Monica Nicosia

What are the pros and cons of using reference  
management software programs to manage references? 
What are your preferences in terms of software?

Is there a particular software that you would recommend 
to keep track of business expenses for tax purposes?

CALENDAR OF MEETINGS

IN THE SERVICE OF GOOD WRITING
Counting and Measuring � Laurie Endicott Thomas



Contents
  EDITOR-IN-CHIEF  Michael G. Baker, PhD

 MANAGING EDITOR Jennifer Workman

 SECTION EDITORS

 Practical Matters Qing Zhou, PhD, ELS

 Regulatory Insights Jennifer Bridgers, MS, MWC

 Science Series Paul C. Dolber, PhD

 Social Media Jennifer Minarcik, MS

 Statistically Speaking  Thomas M. Schindler, PhD

 Everyday Ethics  Julie Ravo, BA, MA

 Members Matters   Govindi (Jaya) Samaranayake, PhD

 Freelance Focus Ruwaida Vakil, MSc 

 REGULAR CONTRIBUTORS

 Freelance Focus Brian Bass, MWC

  Melissa L. Bogen, ELS

  Sherri Bowen, MA, ELS

  Lori De Milto, MJ

  Cathryn D. Evans

  Gail V. Flores, PhD

  Phyllis Minick

 In the Service of Good Writing Laurie Endicott Thomas, MA, ELS

 EDITOR AT LARGE Haifa Kassis, MD

 EDITORS IN MEMORIAM Lori L. Alexander, MTPW, ELS, MWC 

  Ronald J. Sanchez 

 2020–2021 PRESIDENT Gail V. Flores, PhD 

 2020–2021 BOARD LIAISON R. Michelle Sauer Gehring, PhD, ELS 

 2020–2021 STAFF LIAISON Shari Rager, MS, CAE

 EXECUTIVE DIRECTOR Susan Krug, MS, CAE

 GRAPHIC DESIGNER Amy Boches, biographics

EDITORIAL OFFICE: ManagingEditor@amwa.org. Instructions for authors available at: 
www.amwa.org/journal.

ADVERTISING: Contact marketing@amwa.org or (240) 239-0940. All advertising 

is subject to acceptance by AMWA and should be for products and services relevant 

to professional medical communicators. AMWA is not responsible for the content of 

advertising and does not endorse any advertiser or its products or services.

SUBSCRIPTION: The AMWA Journal is published quarterly. Subscription is included 

with AMWA membership. Nonmember subscriptions cost is $75 per year.

CONTACT: American Medical Writers Association, 30 West Gude Drive, #525,  

Rockville, MD 20850-4347. Phone: (240) 238-0940; Fax: (301) 294-9006;

Email: amwa@amwa.org.

The AMWA Journal is in the MLA International Bibliography and selectively indexed  

in the Cumulative Index to Nursing and Allied Health Literature (CINAHL) print  

index and the CINAHL database.

The opinions expressed by authors contributing to the Journal do not necessarily 

reflect the opinions of AMWA or the institutions with which the authors are 

affiliated. The association accepts no responsibility for the opinions expressed by 

contributors to the Journal.

©2021 American Medical Writers Association. All rights reserved, worldwide.  
ISSN 1075-6361

AMWA JOURNAL MISSION STATEMENT 

In support of the mission of the American Medical 

Writers Association (AMWA) and to advance the broader 

profession, the AMWA Journal publishes content that 

reflects the interests, concerns, and expertise of medical 

communicators. Its purpose is to inform, inspire, and 

motivate medical communicators.

M
O

R
E        V36 N3 / 2021 

 127 AMWA NEWS
From the President � Gail V. Flores

2021 President's Award Recipient:  
Dikran Toroser, PhD, CMPP � Gail V. Flores

The Golden Apple Award:  
Aaron Bernstein, PhD � Elise Eller

Slate of Officer Candidates for the 2021-2022  
Election � Katrina R. Burton 

AMWA Fellowships � Elise Eller

Find Inspiration and Gain Fresh Insights at  
AMWA’s 2021 Medical Writing & Communication  
Conference  




