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Author Archives: bredemarket
Marketing and writing services.
Bredemarket on Substack
My Substack feed (yeah I’m trendy), including Bredemarket-related content.
This is Only a Test
Just trying to figure out what I would do if Meta lowered the handle on Bredemarket and I couldn’t post audio-enhanced conte n via its platforms.
Thankfully it’s not auto playing. I don’t want to go back to the 1990s again.
And this also covers me if my Spotify-hosted podcasting empire is reduced to rubble.
Bredemarket on Instagram
Bredemarket’s Instagram account is just a bit different than your average identity/biometrics/technology Instagram account. Hear the difference: https://www.instagram.com/bredemarket
Revisiting Friction Ridge
(Imagen 4)
(Part of the biometric product marketing expert series)
Due to renewed interest in my blog post on “Friction Ridge,” and its related Substack post, I’ve ventured back to the ridge.
If you missed my May writings, the friction ridges on fingerprints, palm prints, and elsewhere are used for everything from solving crimes to protecting smartphones.
If your biometric company offers a product that harnesses the power of friction ridges to identify people…do your prospects know about how your solution benefits them?
If your company is keeping quiet about your friction ridge solutions, let Bredemarket help you find your voice and spill your secrets to your buying prospects.
Is Information Easier to Find Today…Or Not?
I grew up in a time when phones were attached to the wall and not to us.
When something called a “card catalog” was an essential research tool.
And when the best way to learn the lyrics to your favorite song was to go to the drug store and buy the monthly magazine that listed all the song lyrics.
Not that this was necessary for ALL songs. You could pretty much figure out the lyrics to “53 Miles West of Venus.”
But for some songs you definitely needed the lyric magazines. Because the lyrics may not be on the record, and probably wouldn’t be on the cassette. And in those innocent days in which we didn’t yet do ourselves a favor by unplugging the jukebox—and we certainly didn’t hang the deejay—the guy behind the turntables didn’t know them either.
Of course it’s a lot different today. The phone, no longer attached to the wall, displays lyrics from websites such as Genius, music streaming services such as Spotify, and lyric videos posted on sites such as YouTube.
But is information easier to find today?
Only that information that can be digitized.
If it isn’t easily digitized, then it is lost…like the analog imperfections from a “33.” (A vinyl record.)
Pharma Early Stage Commercialization With Syneos Health
While I’ve previously addressed pharma commercialization in terms of ensuring that patients use (and purchase) their medications, commercialization occurs long before that. After all, for a prescription drug to be available on the market, it has to get to the market in the first place.
Here’s how Syneos Health presents the issue.
“Early-stage biopharma companies have traditionally had limited options for getting their first asset to market. In most cases, they pursue deals with larger partners and lose or limit rights to their asset, or become a fully integrated company through heavy investment and a great deal of risk.”
Syneos Health has a solution for that. To learn the details of Syneos Health’s full-service pharma commercialization solution, visit this page.
Oh, and the company also has case studies.
“We helped build a European commercial capability via a comprehensive commercialization partnership, introducing a Commercial Leadership function to support the design and execution of the overall launch plan and integrate other services. We were able to scale quickly and establish commercial operations, designed a European launch plan and forecast and launched within three months in one EU country, with a subsequent sequenced launch through Europe, despite the ambiguities of COVID-19.
“In 12 weeks, we provided a full virtual infrastructure that included Field Teams, MSLs, Access Teams, Marketplace and Access/Pricing Consulting, Advertising, Public Relations and Medical Communications, increasing operational efficiencies through integrated Communications teams to reduce duplication in effort across promotional channels and recruiting, training and deploying sales reps, achieving an annual run rate of >$200 million.
“We partnered with the commercial team to provide all commercial launch services, offering crucial global leadership that enabled the team to dynamically scale up and down to respond to changing launch timelines and to balance short- and long-term financial objectives. With a heavy emphasis on market development, we empowered the customer to be fully engaged and aligned with all communities and show an in-depth understanding of market dynamics.”
What can Syneos Health do for you?
If you’re a pharma leader, of course.
But Blogs Are Transitory
By Sunday, my earlier mention of Orlando will make no sense. There will be some other niche conference going on, and the IAI folks will be back at their home agencies, resuming work.
While some blogs are evergreen, many are transitory and only live in the moment.
How to Increase Awareness of Your Company’s Offerings With Blog Posts (A Repurpose)
How can blog posts increase the awareness of your identity/biometric or technology company’s products and services? I’m going to explain how in this blog post.
By the way, this is a rewrite of my more technical Tuesday blog post “How Can Your Technology Company Increase Product Benefit Awareness Right Now?” Because you can rewrite blog posts when you feel like it.
Why a funnel?
Imagine there’s a funnel. It’s easy if you try. But this funnel doesn’t stream water, but people. (Or wombats.)
In this funnel, the people (or wombats) who are potentially interested in your offering—your prospects—start at the very top. The few who actually buy your offering emerge from the bottom.
But how do you get people to enter the funnel and become aware of your offering?
How can blog posts help you?
One great way to let people know about your offering is by blog posts such as this one.
Blogs are a fast way to tell your prospects how your offering can help them. And you can create blog posts very quickly, within days or even hours.
If you want to make prospects aware of your company’s service, write a blog post.
What can Bredemarket offer to you?
One of Bredemarket’s offerings is…writing blog posts for other companies. I can help your identity/biometric or technology company write blog posts so you can get more people to learn about your services.
If you want to learn how I can help your company write blog posts, visit bredemarket.com/mark.
Artificial Intelligence Body Farm: Google AI Grows a Basilar Ganglia
(Imagen 4)
Last month I discussed Google’s advances in health and artificial intelligence, specifically the ability to MedGemma and MedSigLIP to analyze medical images. But writing about health is more problematic. Either that, or Google AI is growing body parts such as the “basilar ganglia.”
Futurism includes the details of a Google research paper that “invented” this “basilar ganglia” body part.
“In their May 2024 research paper introducing a healthcare AI model, dubbed Med-Gemini, Google researchers showed off the AI analyzing brain scans from the radiology lab for various conditions.
“It identified an “old left basilar ganglia infarct,” referring to a purported part of the brain — “basilar ganglia” — that simply doesn’t exist in the human body. Board-certified neurologist Bryan Moore flagged the issue to The Verge, highlighting that Google fixed its blog post about the AI — but failed to revise the research paper itself.”
A little scary…especially the fact that it took a year to discover the error, a conflation of the basal ganglia (in the brain) and the basilar artery (at the brainstem). There’s no “basilar ganglia” per se.
And the MedGemma engine that I discussed last month has its own problems.
“Google’s more advanced healthcare model, dubbed MedGemma, also led to varying answers depending on the way questions were phrased, leading to errors some of the time.”
One could argue that the same thing could happen with humans. After all, if a patient words a problem in one way to one doctor, and in a different way to a different doctor, you could also have divergent diagnoses.
But this reminds us that we need to fact-check EVERYTHING we read.
Bredemarket 