Identity/biometrics/technology marketing and writing services
How can your productmarketing message cut through the fog and get results vs. your competitors’ me-too messaging?
Two tips when planning and creating content:
Vendors and researchers are paying a lot of attention to estimating ages by using a person’s face, and all of us are awaiting NIST’s results on its age estimation tests.
But are there other ways to estimate ages?
As Biometric Update reports, a recent Experimental Dermatology study (“Predicting human chronological age via AI analysis of dorsal hand versus facial images: A study in a cohort of Indian females“) looks at hand features (specifically from the back of the hand, not the palm side) as an alternative method of age estimation (as opposed to using face features as many vendors do today).
But before you declare dorsal hand features as the solution to age estimation, consider:
And even with all of that, the mean absolute error in age estimation was over 4 years.
Before taking a headline as fact, you have to know which questions to ask.
Do you recall my October 2023 post “LLM vs. LMM (Acronyms Are Fun)“?
It discussed both large language models and large multimodal models. In this case “multimodal” is used in a way that I normally DON’T use it, namely to refer to the different modes in which humans interact (text, images, sounds, videos). Of course, I gravitated to a discussion in which an image of a person’s face was one of the modes.
In this post I will look at LMMs…and I will also look at LMMs. There’s a difference. And a ton of power when LMMs and LMMs work together for the common good.
Since I wrote that piece last year, large multimodal models continue to be discussed. Harry Guinness just wrote a piece for Zapier in March.
When Google announced its Gemini series of AI models, it made a big deal about how they were “natively multimodal.” Instead of having different modules tacked on to give the appearance of multimodality, they were apparently trained from the start to be able to handle text, images, audio, video, and more.
Other AI models are starting to function in a TRULY multimodal way, rather than using separate models to handle the different modes.
So now that we know that LLMs are large multimodal models, we need to…
…um, wait a minute…
It turns out that the health people have a DIFFERENT definition of the acronym LMM. Rather than using it to refer to a large multimodal model, they refer to a large MEDICAL model.
As you can probably guess, the GenHealth.AI model is trained for medical purposes.
Our first of a kind Large Medical Model or LMM for short is a type of machine learning model that is specifically designed for healthcare and medical purposes. It is trained on a large dataset of medical records, claims, and other healthcare information including ICD, CPT, RxNorm, Claim Approvals/Denials, price and cost information, etc.
I don’t think I’m stepping out on a limb if I state that medical records cannot be classified as “natural” language. So the GenHealth.AI model is trained specifically on those attributes found in medical records, and not on people hemming and hawing and asking what a Pekingese dog looks like.
But there is still more work to do.
Unless I’m missing something, the Large Medical Model described above is designed to work with only one mode of data, textual data.
But what if the Large Medical Model were also a Large Multimodal Model?
A tall order, but imagine how healthcare would be revolutionized if you didn’t have to convert everything into text format to get things done. And if you could use the actual image, video, audio, or other data rather than someone’s textual summation of it.
Obviously you’d need a ton of training data to develop an LMM-LMM that could perform all these tasks. And you’d have to obtain the training data in a way that conforms to privacy requirements: in this case protected health information (PHI) requirements such as HIPAA requirements.
But if someone successfully pulls this off, the benefits are enormous.
You’ve come a long way, baby.
I have worked with demand generation and growth marketing leader Gene Volfe, both as employees of the same company and as independent consultants working for other companies.
I asked him to review a short technology piece that I wrote, and he immediately found two gaps:
Hmm…if only there were things that I could read that could help me do these things.
Oh, wait…
Do as I say, and not as I DON’T.
I have just renewed my HubSpot Content Marketing Certification for another two years.
So perhaps this is a good time to ask the question: do certifications matter?
Does my HubSpot certification, or my graduate degree, or my undergraduate degree, or the super-secret certification that I’m still pursuing (more later), anything more than a (digital) piece of paper to hang on the wall? Is this a substantive achievement, or does it just show that I was successful playing the certification game?
My HubSpot certification only has true meaning if I use the knowledge while creating content.
If I don’t use the knowledge, then it’s just like some of Enron’s corporate awards:
Now back to my super-secret certification…
I’ve talked about synthetic identity fraud a lot in the Bredemarket blog over the past several years. I’ll summarize a few examples in this post, talk about how to fight synthetic identity fraud, and wrap up by suggesting how to get the word out about your anti-synthetic identity solution.
But first let’s look at a few examples of synthetic identity.
As far back as December 2020, I discussed Kris’ Rides’ encounter with a synthetic employee from a company with a number of synthetic employees (many of who were young females).
More recently, I discussed attempts to create synthetic identities using gummy fingers and fake/fraudulent voices. The topic of deepfakes continues to be hot across all biometric modalities.
I shared a video I created about synthetic identities and their use to create fraudulent financial identities.
I even discussed Kelly Shepherd, the fake vegan mom created by HBO executive Casey Bloys to respond to HBO critics.
And that’s just some of what Bredemarket has written about synthetic identity. You can find the complete list of my synthetic identity posts here.
It isn’t enough to talk about the fact that synthetic identities exist: sometimes for innocent reasons, sometimes for outright fraudulent reasons.
You need to communicate how to fight synthetic identities, especially if your firm offers an anti-fraud solution.
Here are four ways to fight synthetic identities:
If you conduct all four tests, then you have used multiple factors of authentication to confirm that the person is who they say they are. If the identity is synthetic, chances are the purported person will fail at least one of these tests.
If you fight synthetic identity fraud, you should let people know about your solution.
Perhaps you can use Bredemarket, the identity content marketing expert. I work with you (and I have worked with others) to ensure that your content meets your awareness, consideration, and/or conversion goals.
How can I work with you to communicate your firm’s anti-synthetic identity message? For example, I can apply my identity/biometric blog expert knowledge to create an identity blog post for your firm. Blog posts provide an immediate business impact to your firm, and are easy to reshare and repurpose. For B2B needs, LinkedIn articles provide similar benefits.
If Bredemarket can help your firm convey your message about synthetic identity, let’s talk.
I’ve taken a very small break from my identity blog post writing business to help a biometric company with a proposal. I am, after all, the biometric proposal writing expert, so I’m at home working on identity proposals. After all, I’ve done it before.
Bredemarket’s services are grouped into two distinct and separate functions: content marketing (blog posts, white papers, etc.) and proposals (RFI responses, RFP responses, sole source letters, etc.).
My division of my services makes sense in the real world. After all, in some employment situations, content marketing and proposals employ distinct and separate sets of employees.
But other companies are different. In fact, I’ve seen employment ads seeking marketing/proposals managers. Sounds like a lot of work, unless the company submits few proposals or performs minimal marketing.
And in many companies there are NOT dedicated proposals specialists. Which is why Bredemarket makes its money by helping the salespeople at these firms get the documents out.
And if we’re truthful with ourselves, content marketing and proposals are pretty much the same thing.
I know this angers some people, who insist that they are content marketing professionals or proposal professionals, with all the proper certifications that a mere mortal could never attain. Or they did attain it, but it lapsed. Or is about to lapse unless I renew it in time.
But hear me out. I’m going to list four aspects of a particular document, and you tell me whether I’m talking about a piece of marketing content, or a proposal.
Guess what? From that description you CAN’T tell if it’s a piece of content or a proposal.
Yes, I know some of you thought item 4 was a dead giveaway because it sounded like an RFP requirement, but maybe some company’s brand guidelines dictate that the firm’s white papers must conform to that format. You never know.
And I know that when you get into the minutiae, there are certain things that proposal writers do that content marketers don’t have to worry about, and vice versa.
But at a high level, the content marketer already knows 90% of the things they need to know to write proposals. And vice versa.
Can we all get along?
Some things don’t fit on my houseboat.
So I left them on the dock.
I’m pausing activity on some Bredemarket social channels (and some related personal channels) that have no subscribers, exhibit no interest, or yield no responses.
This channel is unaffected, and may benefit from increased focus.
(Part of the biometric product marketing expert series)
Have you heard of rapid DNA?
Perhaps not as fast as Brazilian race car driver Antonella Bassani, but fast enough.
This post discusses the pros and cons of rapid DNA, specifically in the MV Conception post mortem investigation.
I’ve worked with rapid DNA since I was in Proposals at MorphoTrak, when our corporate parent Safran had an agreement with IntegenX (now part of Thermo Fisher Scientific). Rapid DNA, when suitable for use, can process a DNA sample in 90 minutes or less, providing a quick way to process DNA in both criminal and non-criminal cases.
But as I explain below, sometimes rapid DNA isn’t so rapid. In those cases, investigators have to turn to boring biometric technologies such as fingerprints instead. Fingerprints are a much older identification modality, but they still work.
Bredemarket recently purchased access to a Journal of Forensic Sciences article entitled “Advances in postmortem fingerprinting: Applications in disaster victim identification” (https://doi.org/10.1111/1556-4029.15513) by Bryan T. Johnson MSFS of the Federal Bureau of Investigation Laboratory in Quantico. The abstract (which is NOT behind the paywall) states the following, in part:
In disaster victim identification (DVI), fingerprints, DNA, and dental examinations are the three primary methods of identification….As DNA technology continues to evolve, RAPID DNA may now identify a profile within 90 min if the remains are not degraded or comingled. When there are true unknowns, however, there is usually no DNA, dental, or medical records to retrieve for a comparison without a tentative identity.
In the body of the paper itself (which IS behind the paywall), Johnson cites one example in which use of rapid DNA would have DELAYED the process.
DVI depends upon comparison of a DNA sample from a victim with a previous DNA sample taken from the victim. If this is not available, then the victim’s DNA is compared against the DNA of a family member.
When the MV Conception boat caught fire and sank in September 2019, 34 people lost their lives and had to be positively identified.
While most of the MV Conception victims were California residents, some victims were from Singapore and India. It would take weeks to collect and transport the DNA samples from the victims’ family members back to the United States for comparison against the DNA samples from the victims. Weeks of uncertainty during which family members had no confirmation that their relatives were among the deceased.
However, because the foreign victims were visitors to the United States, they had fingerprints on file with the Department of Homeland Security. Interagency agreements allowed the investigating agencies to access the DHS fingerprints and compare them against the fingerprints of the foreign victims, providing tentative identifications within three days. (Fingerprint identification is a 100+ year old method, but it works!) These tentative identifications were subsequently confirmed when the familial DNA samples arrived.
The message here is NOT that “fingerprints rule, DNA drools.” In some cases the investigators could not retrieve fingerprints from the bodies and HAD to use rapid DNA.
The message here is that when identifying people, you should use ANY biometric (or non-biometric) modality that is available: fingerprints, DNA, dental records, driver’s licenses, Radio Shack Battery Club card, or anything else that provides an investigative lead or a positive identification.
And ideally, you should use more than one factor of authentication.
By the way, if you have a biometric story to tell, Bredemarket can help…um…drive results. Perhaps not as fast as Bassani, but fast enough.
A fun houseboat is better
than a silent ocean liner.
Some have left my houseboat
or were never on board.
My destination is unknown
but I look forward to landing.
Bredemarket 