• HIMSS is Where it’s at for Healthcare

    HIMSS is Where it’s at for Healthcare

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<p>If you want to know what changes and innovations to expect in the healthcare industry over the next few months and years, look no further than the <a href=Information and Management Systems Society’s annual conference, HIMSS, which takes place each year in February. That’s not to say that you’ll come away from the show with any true clarity on what the future of healthcare will look like – as anyone working in the field will tell you, the only constant in healthcare these days is change – but you will find the latest and greatest in healthcare technology and understand what’s to come. That is, if you were able to find a few feet to squeeze into at any of the conference’s presentations, many of which were standing room only at HIMSS19!

    With nearly a dozen Matter clients in attendance, representing a wide swath of the health IT industry, we had a front row seat to take it all in and hear competing perspectives on everything from machine learning and AI to patient engagement and price transparency. This year’s conference was a particularly interesting one as the past year saw unprecedented disruption across all aspects of the healthcare industry. Not only have many changes been made from a policy standpoint, but some of the tech world’s biggest players officially announced projects within the healthcare sector in 2018. The conference was abuzz with news from IBM, Google, Oracle, Amazon and others with plans to improve interoperability, price transparency and health data exchange.

    “Interoperability is the cornerstone of our healthcare strategy,” said Aashima Gupta, global head of healthcare and life sciences at Google Cloud during a panel at the conference. Conspicuously missing at HIMSS19 however, was Atul Gawande, famed physician and CEO of the mysterious Amazon-JP Morgan-Berkshire Hathaway healthcare partnership, who pulled out of giving a keynote address just weeks before the conference began (a few details have come out, but exactly what the venture is all about is still ripe with speculation). From a policy standpoint, big news also hit on the eve of the conference, when the Centers for Medicare and Medicaid Services (CMS) and the Office of the National Coordinator for Health Information Technology (ONC) dropped new policies surrounding interoperability, data blocking and patient access.

    While interoperability was clearly a hot topic at the show, other trends came into focus as well. Here’s a few topics and predictions coming out of the show that we’ll be keeping our eye on for the near future:

    • Interoperability. Yes, you’re right, I just covered this above. However, interoperability is hugely important; enough that it deserves to be mentioned twice—or even three times. Interoperability in healthcare means that providers can share electronic health records (EHRs) between practices, and with hospitals and specialists – without a single fax machine involved. A big part of this is taking the overwhelming amount of big data we’ve gathered in recent years and turning it into useable, actionable data. As mentioned, this is a big focus for IBM, Google and Microsoft, so you can expect to see a lot of headlines on the topic in the coming months.
    • Price Transparency. Imagine going to doctor and knowing before you leave the appointment what your new prescription was going to cost – or having the option to select a cheaper generic version if the brand name option was too expensive. Price transparency was a big focus at HIMSS, and in fact, capabilities like this already exist, although are not widely available. You can expect to see a big push to make this a standard part of a visit with your doctor.
    • Genomics. Tied heavily to individualized care, genomics companies like 23andMe and Helix are starting to move DNA sequencing from expert-controlled labs to consumer care. In 2019, expect to see a greater focus on the development and use of precision therapies based on individual disease susceptibility and expected response to therapies and medications based on genomics.
    • Cybersecurity. With interoperability being a big theme (I told you I’d mention three times!), cybersecurity naturally follows. Questions surrounding how the industry will prepare cybersecurity infrastructure as data sharing increases were on the minds of many at the show.

    Overall, HIMSS19 promised lofty goals across the healthcare industry in the coming months. One thing was also certain – while previous shows have focused heavily on healthcare innovations like wearables, artificial intelligence and population health, this show struck a different tone, placing a greater focus on the individual. That’s not to say there weren’t some cool new innovations on display as well but improving the healthcare experience for the individual was definitely an overarching theme at the show. As we head further into 2019, keep an eye out for more big news to come on these and other topics.

  • Trending Towards Better in Cybersecurity in 2019?

    Trending Towards Better in Cybersecurity in 2019?

    In three short weeks, 45,000 info security professionals from around the globe will converge in San Francisco for the 12th annual RSAC. For those who are unable to attend or for anyone who is busy preparing for the event and wondering what the hot topics in cybersecurity, data, innovation and thought leadership will be, here’s a sneak peek at RSAC 2019 from yesterday’s Virtual Session: Annual Roundtable with RSA Conference 2019 Advisory Board.

    The Advisory Board consists of Caroline Wong, Chief Security Strategist, Cobalt.io; Ed Skoudis, Instructor, SANS Institute; Kim L. Jones CISM, CISSP, Professor of Practice, Arizona State University; Laura Koetzle, Vice President, Group Director, Forrester Research and Todd Inskeep, Principal, Cyber Security Strategy, Booz Allen Hamilton. This esteemed group gathered virtually to prevent the Conference share their thoughts on a security challenges including DevSecOps, Cloud Security, Cyber’s War Paradigm Problem, Identity, Security Due Diligence and Threat Intelligence.

    The advisory board discussed, dissected and debated hot topics in global cybersecurity. Their session – surely to dovetail with RSAC 2019 (themed “Better”) itself – cast a particular eye toward whether we are better prepared and better equipped to protect ourselves against bad actors, insider threats, nation-state attacks or plain, old poor security hygiene of end users.

    Here are four key mega trends the Advisory Board addressed:

    DevSecOps What does implementation look like and how can the transition be more seamless?

    Wong noted that it is much easier to be born into DevSecOps than to transition into it. She cited Nike’s successful transition from outsourced software development to an in-house approach and Nike’s belief that Dev Ops must be “fun, fast and fair.” DevSecOps must first be “stable, reliable and secure.” And it can be a challenge to implement given many corporate cultures of IT and security teams are often resistant to change, Wong said.

    Skoudis noted that continual testing is key to successful DevSecOps, but Wong cautioned that “lots of false positives created in software development can be frustrating to developers.” She added that without proper guidance, continual testing is not effective.

    Cloud Security What lessons can it teach us about improved security?

    Inskeep, the panel moderator, noted that cloud security is obviously not a new issue and RSAC wonders if it continues to warrant its own track.  While it seems that “everyone is doing something on the cloud” some organizations still struggle with the how and when to move applications and processes to this environment.

    Jones called out the lessons and opportunities of the cloud. “As a profession, we have to get over the fear of the cloud. We have not truly taken a look at the value prop of the cloud in terms of defending our networks and consider the ephemeral nature of the cloud. Have we truly looked at it? Can we expand and make it harder for the bad guy to get and maintain a foothold in our cloud environments? We need to think about the ‘lunatic fringe’, learn lessons from the cloud and make it harder for the bad guy and apply learnings back into the data centers. It is how we grow as security professionals.”

    Cyber’s War Paradigm Problem Are there better analogies than war to use when talking about security?

    The group discussed whether the “cyber war” terminology relative to cybersecurity is always appropriate and how it can be harmful to efforts around attracting talent to the industry.

    Skoudis noted that “… sometimes some of the things we see in cyberspace can be analogous to war. When you have nation states attacking banks that involves international relations and can be associated with some form of war. The analogy has its uses, but it can break down in certain places. Other analogies when not talking about nation states might be criminality or law enforcement and the policing of certain acts. Or a security guard trying to protect and environment.   Trotting out the term cyber war all the time does not ways work and might even turn of certain people.”

    Jones agreed – “I think we forget the positive and helpful and protective nature of what we do. When people ask me why I became a CISO, I try to put cybersecurity in the context of helping people and I get up every single day to prevent bad things from happening to innocent people.” Jones added that while there is a usefulness for the the war time rallying cry, it is also contributing to the issue of the lack of talent entering the cybersecurity profession.

    Threat Intelligence We share information about threats, but not real intelligence. How would real threat intelligence change the industry?

    There has been an intense focus on compromise and tactics, but it is a lot of post-attack information, Inskeep said.

    When asked how threat intelligence is changing, Jones emphasized the need to discern between threat intelligence and threat information. “Threat intelligence is predictive, it is not what the threat is capable of, but rather, what are the six things that an attacker is looking at now? How is he going to attack? What is the next vector do we need to be most concerned about?  It is not just about what they (cyber attackers) are doing but what they are going to do. This is threat intelligence and this is where the real value is delivered.  Threat intelligence allows you to get ahead of the bad guy and stay ahead of him, do appropriate risk prioritization and truly provide value to the organization. We need to see more threat intelligence out there and less threat information.”

    What critical cybersecurity topics are on your mind?

    Senior members of Matter’s cybersecurity team will be at RSAC 2019 to meet with clients, staff press meetings, speak with industry influencers, and dig in even deeper on the latest trends and security threats and opportunities for 2019 and beyond.

    We’d love to chat. Want to catch up at RSAC? Get in touch at at [email protected].

     

  • Media on the Move: Week of February 11, 2019

    Media on the Move: Week of February 11, 2019

    The ROI of journalism lies at the center of the industry’s contraction for the last decade-plus. Much ink has been spilled, and many hands wrung, over the slow asphyxiation of the practice once deemed just as critical to the success of a democratic country as the government. The first domino to fall was the loss of advertising revenue, which exposed the tenuous foundation of the business: in the U.S. the provision of information is inseparable from revenue generation.

    This is not new or particularly surprising information. Anyone familiar with the roots of yellow journalism understands the powerful pathway that connects sensationalism to viewership/readership to market share to advertising revenue. In May of 2018, Bloomberg wrote an article about the influx of hedge funds, venture capitalists and investment firms taking over local and state-level media outlets. One of the quotes from Ken Doctor, a newspaper analyst and president of Newsonomics, provides an interesting perspective: “They’re not reinvesting in the business … It’s dying and they are going to make every dollar they can on the way down.”

    It’s the equivalent of buying a company on the verge of collapse, stripping and selling its assets and turning a profit on its way to bankruptcy.

    The PR industry has always danced a bit of an awkward tango with journalism and media. We rely on journalism’s inherent credibility to propel brand narratives, but doing so requires, at times, poking at the foundation of that ethos. As companies and brands become synonymous with source credibility, reporters must be open to business-centric pitches. It’s an ongoing quid pro quo situation that can be both combustible and critical to the existence of both industries.

    The recent New York Times article about the rise of ‘robot reporters’ took a surprisingly counterintuitive tack: rather than ring the death knell, it touted how AI could help free up reporters to do more investigative and in-depth work. AI has finally invaded one of the few remaining spaces where the human touch felt the most indispensable. It feels a little sunny for technology that will eliminate the need for daily beat reporters, but much like other industries facing the same squeeze, adaptation matters more than battling the inevitable. Still, it’s an interesting solution to the ‘ROI of journalism’ problem: robots can write stories about humans better than humans.

    Will we be pitching robots within the next five years?

     

    Media on the Move

    As we track recent movement, it’s worth noting the rise in reporters going in-house, jumping to new publications, and a growing emphasis on tech, which is quickly becoming inseparable from normal coverage beats.

    TechCrunch:

    • John Biggs will leave at the end of the month to launch brand new tech site, The Block, devoted to crypto, blockchain, big tech, and AI. He’s looking for cool tech stories with a unique slant.
    • Sarah Buhr has left her role as tech reporter indefinitely to spend time with her newborn.
    • Eric Eldon returns to TechCrunch as editor after a four-year stint as editor-in-chief at Hoodline.

    Huffington Post: The entire HuffPostOpinion section, with editor Chloe Angyal at its helm, has been eliminated.

    Buzzfeed: 15% of staff, including members of the news division, has been cut. Included in these layoffs is John Stanton, former Buzzfeed NewsDC bureau chief.

    Xconomy: Brian Dowling replaces Jeff Engel as Senior Editor focusing on Boston-area tech.

    Popular Science: After five years with the magazine, DIY editor Sophie Bushwick is leaving to begin the role of tech editor at Scientific American.

    Vox Media’s Recode: Erica Anderson assumes the position of executive producer of content and partnerships, overseeing media offerings such as podcasts, the Code conference series, and more.

    Politico: Mackenzie Mays joins the California Pro team to cover education and budgets.

    Sports Illustrated: With three decades at the publication under his belt, Richard Demak is stepping down from his senior editor and chief of reporters roles to become an editor for law firm, O’Melveny & Myers.

    Los Angeles magazine: Welcome new editor-in-chief Maer Roshan, who most recently served as chief content officer of FourTwoNine Media.

    LA Times: Johana Bhuiyan, formerly at Recode, joined the LA Times as an enterprise reporter focusing on tech accountability.

    Washington Business Journal: Emily Van Zandt moves into the role of special projects editor after having served as associate editor for the last two years.

    Wall Street Journal: Steven Norton, formerly a reporter for the CIO Journal, left the newspaper for consulting firm Metis Strategy.

    Ad Age: Judan Pollack assumes the executive editor position in her 33rd year at the publication.

     

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  • Marketing Mojo: Insights from YMCA Boston VP of Marketing Irene Collins

    Erin Brooks, marketing and communications specialist at Matter recently spoke with YMCA of Greater Boston VP of Marketing Irene Collins to discuss nonprofit marketing, storytelling, measurement and more. Check out the video from the interview and read below for the full conversation.

     

    Erin Brooks (EB): Tell us a little about yourself and the YMCA of Greater Boston.

    Irene Collins (IC): My name is Irene Collins and I’m the Vice President of Marketing and Communications for the YMCA of Greater Boston. I’ve worked for this organization for over six years and I’ve been in this role for almost two. The YMCA of Greater Boston, America’s first Y, is located in Boston’s Back Bay where we were founded in 1865. The YMCA of Greater Boston is a nonprofit organization dedicated to healthy living, youth development, and social responsibility. We have 13 branches located throughout Greater Boston, and four signature programs.

    EB: What marketing initiatives at the YMCA will you invest more heavily in over the next year? What will become less of a priority and why?

    IC: We always invest in our membership as it is the foundation that allows us to do our work in the community. We also plan to invest in telling our story about being a nonprofit. We see the fitness industry becoming very saturated at this point, and the YMCA of Greater Boston has much more to offer than other gyms. We’re focused heavily on our social services programs, including our diabetes prevention and chronic disease programs. We intend to focus less on aggressively selling memberships because we want people to understand that when they join The Y, they are joining more than a gym. They are joining a cause, and we think that our members and our constituents are here for that reason.

    EB: Matter CEO Scott Signore thinks emotional brand marketing will have a heightened importance in the next 5 years. How is the YMCA connecting with people?

    IC: One of the key components of any of our marketing strategies is good storytelling. We truly get to know our members and understand why they’re connected to The Y. We then take those stories and use them in our marketing strategies. Anyone that belongs to a Y is here for a reason and has a story to tell. Whether they attended a camp or did an after-school program, we want to uncover those stories to better connect to our members.

    EB: How do you leverage and localize the national YMCA brand for Boston?

    IC: We’re very lucky to be part of a national and international organization that has such a strong brand. We have the same logo and brand standards, and thankfully, we can take advantage of The Y’s national broadcasting advertising. On a local level, we develop our own marketing strategies because every Y is unique and serves a different community. We utilize the overarching strategy from the YMCA of the U.S.A. and personalize it to the Greater Boston community.

    EB: How do you keep a legacy brand fresh and relevant for today’s communities?

    IC: The YMCA of Greater Boston has been around for a long time and we certainly can’t market the way we used to 50 years ago. About five years ago, we went through rebrand where we went from calling ourselves The YMCA to now, The Y. We want to be welcoming and ensure our brand resonates with everyone, especially in a diverse community like Boston. We are constantly testing the marketplace and evolving the services we offer to keep things fresh.

    EB: How does content play into your marketing strategy?

    IC: Over the last two years we’ve moved into the digital space with our content. We take the stories from our membership and utilize them in our marketing campaigns. Because we service a vast range of ages from infants to senior citizens, we segment our content to address each age group. Today’s digital and social capabilities allow us to test, analyze and refine our messages to each audience.

    EB: How do you think that will change over the next 5 years?

    IC: I hope we can more efficiently use data and analytics to reach and understand our audiences. We have an opportunity to learn about who we’re servicing and how to help them feel more connected to The Y.

    EB: What KPIs are most critical to your executive team and board? How are you being asked to measure the effectiveness of your marketing and PR programs?

    IC: Although we are a nonprofit organization, we still have monthly goals we need to hit. As a marketing team, we analyze the data to ensure we’re targeting the right people and reaching potential new members. We track engagements, impressions, click through rates and conversions.  As far as KPIs for the board of directors, they are mainly focused on enrollment, both in our monthly memberships as well as our programs such as swim lessons, camps and youth sports.

    Our marketing efforts are focused on fundraising and sharing the valuable stories of the people of The Y. Our goal is to encourage others to be a part of our cause, volunteer and donate, so that we can make an impact on our community.

     

  • Creative Team Wins 8 Honors at the AVA Digital Awards

    Matter’s Creative client work was recognized this year at the 2019 AVA Digital Awards. AVA Digital Awards is an international competition that recognizes outstanding work by creative professionals involved in the concept, direction, design and production of media that is part of the evolution of digital communication. Work ranges from audio and video productions- to websites that present interactive components such as video, animation, blogs, and podcasts- to interactive social media sites- to other forms of user-generated communication.

    This year, Matter won 8 awards. Check out the award winning pieces of work:

     

    Platinum Winners

    Animation Video: Threat Stack

     

    Corporate Image Video: Serrala Brand Manifesto

     

    Meeting Open/Close Video: MassTLC Leadership Awards Kick-off

     

    Gold Winners

    Motion Graphics Video: Introducing Vyasa Cortex AI Software

     

    Tribute Video: RSM — Pursue Your Passion: a Journey Done by the Living, For the Dead

     

    Honorable Mention

    NonProfit: CureDuchenne – The Nilson Family

    See more of our work with CureDuchenne here.

     

    Recruitment Video: Cloudlock/Cisco

     

    Environment: Best Aquaculture Practices – Gemso Tilapia Farm Case Study

     

    Ready to work with an award winning creative group? Let’s talk about your next piece of content.