Tuesday, June 25, 2013

TGen and Ventana Medical Systems Inc. join forces to fight cancer

TGen and Ventana Medical Systems Inc. join forces to fight cancer [ Back to EurekAlert! ] Public release date: 25-Jun-2013
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Contact: Steve Yozwiak
syozwiak@tgen.org
602-343-8704
The Translational Genomics Research Institute

2 of Arizona's premier biomedical institutions unite to develop critically needed diagnostic biomarkers for cancer

PHOENIX, Ariz. June 25, 2013 The Translational Genomics Research Institute (TGen) and Ventana Medical Systems, Inc. (Ventana), a member of the Roche Group, today announced a collaborative research agreement to discover and develop diagnostic markers for treating cancer. The two Arizona-based institutions will leverage each other's expertise in discovery and diagnostic product development, bringing innovative cancer diagnostic tests to patients.

The first project under the umbrella research agreement will focus on diagnostic, prognostic and drug biomarkers for pancreatic cancer, the fourth leading cause of death from cancer in the United States. This year, an estimated 45,000 people will be diagnosed and more than 38,000 patients will die from the disease. Worldwide, more than 213,000 are diagnosed with pancreatic cancer each year, and the numbers are growing. Fewer than 1 in 4 pancreatic cancer patients survive more than a year, and fewer than 6 percent survive more than five years the worst survival rate of any cancer.

This dismal picture of pancreatic cancer is mainly due to the lack of tools for early detection and the ineffectiveness of current therapeutics. This is why new diagnostic markers and more efficacious therapies are desperately needed.

"TGen is on the cutting edge of translational research, where investigators discover the genetic components of disease," says Jeffrey Trent, Ph.D., President and Research Director of TGen. "Our goal is to rapidly translate basic research findings into actionable targets. Partnering with Ventana we hope will accelerate our goal to deliver meaningful discoveries to cancer patients today."

"When a patient is faced with cancer, getting an accurate diagnosis quickly is the most important part of their treatment," says Ventana President and CEO Mara G. Aspinall. "As the global leader in tissue-based cancer diagnostics, our strength is moving research into the clinic in order to improve the lives of all patients afflicted with cancer. We are thrilled to be able to pursue this with a partner right in our Arizona backyard."

###

About Ventana Medical Systems, Inc.

Ventana Medical Systems, Inc. ("VMSI") (SIX: RO, ROG; OTCQX: RHHBY), a member of the Roche Group, innovates and manufactures instruments and reagents that automate tissue processing and slide staining for cancer diagnostics. VENTANA solutions are used in clinical histology and drug development research laboratories worldwide. The company's intuitive, integrated staining, workflow management platforms, and digital pathology solutions optimize laboratory efficiencies to reduce errors, support diagnosis and inform treatment decisions for anatomic pathology professionals. Together with Roche, VMSI is driving Personalized Healthcare through accelerated drug discovery and the development of "companion diagnostics" to identify the patients most likely to respond favorably to specific therapies. Visit http://www.ventana.com to learn more.

VMSI Media Relations
Jacqueline Bucher
Senior Director, Corporate Communications
Phone: 520-877-7288
e-mail: jacquie.bucher@ventana.roche.com

About the Translational Genomic Research Institute

Translational Genomics Research Institute (TGen) is a Phoenix, Arizona-based non-profit organization dedicated to conducting groundbreaking research with life changing results. TGen is focused on helping patients with neurological disorders, cancer, and diabetes, through cutting edge translational research (the process of rapidly moving research towards patient benefit). TGen physicians and scientists work to unravel the genetic components of both common and rare complex diseases in adults and children. Working with collaborators in the scientific and medical communities literally world-wide, TGen makes a substantial contribution to help our patients through efficiency and effectiveness of the translational process. For more information, visit: http://www.tgen.org.

TGen Press Contact:
Steve Yozwiak
TGen Senior Science Writer
602-343-8704
syozwiak@tgen.org


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AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert! system.


TGen and Ventana Medical Systems Inc. join forces to fight cancer [ Back to EurekAlert! ] Public release date: 25-Jun-2013
[ | E-mail | Share Share ]

Contact: Steve Yozwiak
syozwiak@tgen.org
602-343-8704
The Translational Genomics Research Institute

2 of Arizona's premier biomedical institutions unite to develop critically needed diagnostic biomarkers for cancer

PHOENIX, Ariz. June 25, 2013 The Translational Genomics Research Institute (TGen) and Ventana Medical Systems, Inc. (Ventana), a member of the Roche Group, today announced a collaborative research agreement to discover and develop diagnostic markers for treating cancer. The two Arizona-based institutions will leverage each other's expertise in discovery and diagnostic product development, bringing innovative cancer diagnostic tests to patients.

The first project under the umbrella research agreement will focus on diagnostic, prognostic and drug biomarkers for pancreatic cancer, the fourth leading cause of death from cancer in the United States. This year, an estimated 45,000 people will be diagnosed and more than 38,000 patients will die from the disease. Worldwide, more than 213,000 are diagnosed with pancreatic cancer each year, and the numbers are growing. Fewer than 1 in 4 pancreatic cancer patients survive more than a year, and fewer than 6 percent survive more than five years the worst survival rate of any cancer.

This dismal picture of pancreatic cancer is mainly due to the lack of tools for early detection and the ineffectiveness of current therapeutics. This is why new diagnostic markers and more efficacious therapies are desperately needed.

"TGen is on the cutting edge of translational research, where investigators discover the genetic components of disease," says Jeffrey Trent, Ph.D., President and Research Director of TGen. "Our goal is to rapidly translate basic research findings into actionable targets. Partnering with Ventana we hope will accelerate our goal to deliver meaningful discoveries to cancer patients today."

"When a patient is faced with cancer, getting an accurate diagnosis quickly is the most important part of their treatment," says Ventana President and CEO Mara G. Aspinall. "As the global leader in tissue-based cancer diagnostics, our strength is moving research into the clinic in order to improve the lives of all patients afflicted with cancer. We are thrilled to be able to pursue this with a partner right in our Arizona backyard."

###

About Ventana Medical Systems, Inc.

Ventana Medical Systems, Inc. ("VMSI") (SIX: RO, ROG; OTCQX: RHHBY), a member of the Roche Group, innovates and manufactures instruments and reagents that automate tissue processing and slide staining for cancer diagnostics. VENTANA solutions are used in clinical histology and drug development research laboratories worldwide. The company's intuitive, integrated staining, workflow management platforms, and digital pathology solutions optimize laboratory efficiencies to reduce errors, support diagnosis and inform treatment decisions for anatomic pathology professionals. Together with Roche, VMSI is driving Personalized Healthcare through accelerated drug discovery and the development of "companion diagnostics" to identify the patients most likely to respond favorably to specific therapies. Visit http://www.ventana.com to learn more.

VMSI Media Relations
Jacqueline Bucher
Senior Director, Corporate Communications
Phone: 520-877-7288
e-mail: jacquie.bucher@ventana.roche.com

About the Translational Genomic Research Institute

Translational Genomics Research Institute (TGen) is a Phoenix, Arizona-based non-profit organization dedicated to conducting groundbreaking research with life changing results. TGen is focused on helping patients with neurological disorders, cancer, and diabetes, through cutting edge translational research (the process of rapidly moving research towards patient benefit). TGen physicians and scientists work to unravel the genetic components of both common and rare complex diseases in adults and children. Working with collaborators in the scientific and medical communities literally world-wide, TGen makes a substantial contribution to help our patients through efficiency and effectiveness of the translational process. For more information, visit: http://www.tgen.org.

TGen Press Contact:
Steve Yozwiak
TGen Senior Science Writer
602-343-8704
syozwiak@tgen.org


[ Back to EurekAlert! ] [ | E-mail | Share Share ]

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AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert! system.


Source: http://www.eurekalert.org/pub_releases/2013-06/ttgr-tav062413.php

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Send him back: US urges nations to return Snowden

WASHINGTON (AP) ? The U.S. grasped for help Monday from both adversaries and uneasy allies in an effort to catch fugitive National Security Agency leaker Edward Snowden. The White House demanded that he be denied asylum, blasted China for letting him go and urged Russia to "do the right thing" and send him back to America to face espionage charges.

Snowden was believed to be in Russia, where he fled Sunday after weeks of hiding out in Hong Kong following his disclosure of the broad scope of two highly classified counterterror surveillance programs to two newspapers. The programs collect vast amounts of Americans' phone records and worldwide online data in the name of national security.

Snowden had flown from Hong Kong to Russia, and was expected to fly early Monday to Havana, from where he would continue on to Ecuador, where he has applied for asylum. But he didn't get on that plane and his exact whereabouts were unclear.

The founder of WikiLeaks, the secret-spilling organization that has embraced Snowden, said the American was only passing through Russia on his way to an unnamed destination to avoid the reach of U.S. authorities. Julian Assange said Snowden had applied for asylum in Ecuador, Iceland and possibly other countries.

Despite its diplomatic tough talk, the U.S. faces considerable difficulty in securing cooperation on Snowden from nations with whom it has chilly relations.

The White House said Hong Kong's refusal to detain Snowden had "unquestionably" hurt relations between the United States and China. While Hong Kong has a high degree of autonomy from the rest of China, experts said Beijing probably orchestrated Snowden's exit in an effort to remove an irritant in Sino-U.S. relations. President Barack Obama and Chinese President Xi Jinping met earlier this month in California to smooth over rough patches in the countries' relationship, including allegations of hacking into each other's computer systems.

Secretary of State John Kerry urged Moscow to "do the right thing" amid high-level pressure on Russia to turn over Snowden.

"We're following all the appropriate legal channels and working with various other countries to make sure that the rule of law is observed," Obama told reporters when asked if he was confident that Russia would expel Snowden.

Obama's spokesman, Jay Carney, said the U.S. was expecting the Russians "to look at the options available to them to expel Mr. Snowden back to the United States to face justice for the crimes with which he is charged."

Carney was less measured about China.

"The Chinese have emphasized the importance of building mutual trust," he said. "And we think that they have dealt that effort a serious setback. ...This was a deliberate choice by the government to release a fugitive despite a valid arrest warrant, and that decision unquestionably has a negative impact on the U.S.-China relationship."

Snowden has acknowledged revealing details of top-secret surveillance programs that sweep up millions of phone and Internet records daily. He is a former CIA employee who later was hired as a contractor through Booz Allen to be a computer systems analyst. In that job, he gained access to documents ? many of which he has given to The Guardian and The Washington Post to expose what he contends are privacy violations by an authoritarian government.

Snowden also told the South China Morning Post that "the NSA does all kinds of things like hack Chinese cellphone companies to steal all of your SMS data," and is believed to have more than 200 additional sensitive documents.

Assange and attorneys for WikiLeaks assailed the U.S. as "bullying" foreign nations into refusing asylum to Snowden. WikiLeaks counsel Michael Ratner said Snowden is protected as a whistleblower by the same international treaties that the U.S. has in the past used to criticize policies in China and African nations.

The U.S. government's dual lines of diplomacy ? harsh with China, hopeful with the Russians ? came just days after Obama met separately with leaders of both countries in an effort to close gaps on some of the major disputes facing them. Additionally, State Department spokesman Patrick Ventrell said the U.S. has made demands to "a series of governments," including Ecuador, that Snowden be barred from any international travel other than to be returned to the U.S.

Ventrell said he did not know if that included Iceland. Icelandic officials have confirmed receiving an informal request for asylum conveyed by WikiLeaks, which has strong links to the tiny North Atlantic nation. But authorities there have insisted that Snowden must be on Icelandic soil before making a formal request.

Ecuador's president and foreign minister declared that national sovereignty and universal principles of human rights ? not U.S. prodding ? would govern any decision they might make on granting asylum to Snowden.

Ecuador has rejected some previous U.S. efforts at cooperation and has been helping Assange avoid prosecution by allowing him to stay at its embassy in London.

Formally, Snowden's application for Ecuadoran asylum remains only under consideration. But Foreign Minister Ricardo Patino made little effort to disguise his government's position. He told reporters in Hanoi that the choice Ecuador faced in hosting Snowden was "betraying the citizens of the world or betraying certain powerful elites in a specific country."

Patino said late Monday he did not know Snowden's exact whereabouts.

President Rafael Correa said on Twitter that "we will take the decision that we feel most suitable, with absolute sovereignty." Correa, who took office in 2007, is a frequent critic of U.S. foreign policy in Latin America and is an ally of leftist president Evo Morales of Bolivia. Correa also had aligned himself with Venezuela's late leader, Hugo Chavez, a chief U.S. antagonist in the region for years.

In April 2011 the Obama administration expelled the Ecuadorean ambassador to Washington after the U.S. envoy to Ecuador, Heather Hodges, was expelled for making corruption allegations about senior Ecuadorean police authorities in confidential documents disclosed by WikiLeaks.

American experts said the U.S. will have limited, if any, influence to persuade governments to turn over Snowden if he heads to Cuba or nations in South America that are seen as hostile to Washington.

"There's little chance Ecuador would give him back" if that country agrees to take him, said James F. Jeffrey, a former ambassador and career diplomat.

Steve Saltzburg, a former senior Justice Department prosecutor, said it's little surprise that China refused to hand over Snowden, and he predicted Russia won't either.

"We've been talking the talk about how both these countries abuse people who try to express their First Amendment rights, so I think that neither country is going to be very inclined to help us very much," said Saltzburg, now a law professor at George Washington University in Washington. "That would be true with Cuba if he ends up there."

The United States formally sought Snowden's extradition but was rebuffed by Hong Kong officials who said the U.S. request did not fully comply with their laws. The Justice Department rejected that claim, saying its request met all of the requirements of the extradition treaty between the U.S. and Hong Kong.

Snowden had been believed to have been in a transit area in Moscow's airport where he would not be considered as entering Russian territory. Assange declined to discuss where Snowden was but said he was safe. The U.S. has revoked his passport.

___

Associated Press writers Julie Pace, Eileen Sullivan, Kimberly Dozier and Robert Burns in Washington, Lynn Berry, Vladimir Isachenkov and Max Seddon in Moscow, Kevin Chan in Hong Kong and Sylvia Hui in London contributed to this report.

Source: http://news.yahoo.com/send-him-back-us-urges-nations-return-snowden-221545517.html

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The future of solar financing ? Tech News and Analysis - GigaOM

This article originally appeared on GigaOM Pro, GigaOM?s premium subscription research service.

Over the past few years it?s become obvious to all involved in selling both residential and commercial rooftop solar systems that customers will balk at the hefty upfront costs of purchasing, installing, and maintaining a solar panel system. Into the fray have stepped companies offering financing solutions, ranging from power purchase agreements at fixed rate electricity prices to 20-year leases.

The question I?ve mulled over in my head has been whether the solar installation game is likely to become vertically integrated with installation and financing under one roof. SolarCity has gone this route, handling both financing and installation, and its success will be tightly linked to its cost of capital. Effectively, how cheap can it get money in order to help its customers finance their systems?

solar panelIn a previous column examining First Solar?s small re-entry into manufacturing panels for the residential market in Japan, I?ve even wondered whether there?s room for a complete vertical integrator that could do panel manufacturing, installation, and financing.

On the other end of this equation is Clean Power Finance, which is expressly built around connecting financiers like Google and Morgan Stanley with regional solar installers so that these installers can offer financing options for customers. Investors now have a conduit for funneling money into rooftop solar investments.

?We?re running an online marketplace,? said Clean Power Finance CEO Nat Kreamer. ?We?ve got people on one side of the marketplace who are out there everyday using that software to sell to consumers, to design and build systems. On the other side you have companies offering PPA, leases, loan products to the people out there selling. We?re running a business to business marketplace.?

Loving solar a little too much

Loving solar

Kreamer and I had a lengthy conversation recently about challenges and opportunities in renewable energy financing. He clearly believes that the market is getting large enough to have companies offering specific services at key points in the value chain.

He noted that investors are getting ?high single digits to low single teens? rates of return on their solar investments. But perhaps more importantly, he?s focused on building a platform that will allow his investors to specify the degree of consumer credit risk they will take, the types of solar systems or panels they?ll finance, and ultimately the rate of return.

The introduction of risk-based pricing into solar financing could be an additional innovation driving Wall Street further into funneling money into renewable energy.

When I pressed Kreamer on whether he thought we might see solar contracts packaged as securities, he said, ?There are a lot of really smart people on Wall Street working on turning portfolios of solar systems into asset backed securities. You can break the investment into two parts. I have a tax return, meaning I get the investment tax credit and the deprecation. And then I?ve got this flow of consumer cash flow.?

I concur that there are some attractive aspects of solar-backed securities, notably that it?s actually easier not to pay your mortgage than not to pay for electricity. Also, if we?ve learned anything from the mortgage crisis, it?s that underwriters will be under pressure to glean accurate credit pictures of borrowers.

Solar Costs Dropped 30% Over Last DecadeAnd with sophisticated risk-based pricing, returns can be correlated with credit risk. Finally, because solar systems are so new in terms of financing products, investors will get a premium for being the first to purchase these products.

So why couldn?t one large company still handle installations as well as financing? It could and SolarCity is doing just that. In fact, many of the largest automakers have their own captive financing groups in house to handle leases for car customers.

But at the same time if a company like Clean Power Finance can build strong relationships with investors and become known as the most efficient and sophisticated method for providing safe returns, correlated to risk, there?s a strong argument that the company will provide additional and necessary value in the market.

Clean Power Finance is taking investors at an initial commitment of $50 million with a willingness to do around $250 million, and running just under a billion in financing through its platform each year. As solar installation rates grow, the company is gunning to capture an increasingly large part of the financing capital flowing into solar. And to solidify itself as the conduit of choice for investors moving capital into rooftop solar investments.

Source: http://gigaom.com/2013/06/24/the-future-of-solar-financing/

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You Can Finally Buy the Magical Spray That Waterproofs Everything

We first heard about Rust-Oleum's liquid-repelling product, NeverWet almost two years ago. It looked absolutely magical, and now you can finally buy it.

Read more...

    


Source: http://feeds.gawker.com/~r/gizmodo/full/~3/rNxHveP0sYA/you-can-finally-buy-the-magical-spray-that-waterproofs-563613333

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Wednesday, May 22, 2013

East Rutherford Sinkhole? How a forklift saved a man.

East Rutherford Sinkhole? A forklift worker narrowly escaped serious injury after a warehouse floor collapsed in East Rutherford, N.J.?

By Eoin O'Carroll,?Staff / May 21, 2013

A forklift operator found himself suddenly waist-deep in a viscid and aromatic pool of cooking oil and soy sauce, following the collapse of a warehouse floor in East Rutherford, N.J., on Monday.

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Shortly after noon, Danny Rodriguez was moving pallets near the loading dock of a warehouse unit rented by the trucking company?AM Express Freight, when the floor gave way. Mr. Rodriguez, his forklift, and several containers of oil and soy sauce plunged into a hole that witnesses described as six to 10-feet deep and 30 to 40-feet wide. Rodriguez escaped from the warehouse unit ? which at this point resembled the world's largest wok ? ?with only minor injuries.

"Fortunately for the operator, the forklift went straight down and didn?t tip to the side because then he could have really been hurt," said borough Police Chief Larry Minda, in an interview with The Record, a North Jersey daily newspaper.

Authorities declared the warehouse unit and two adjacent ones unsafe and ordered them evacuated.

It is not clear what caused the collapse. The Record quotes property manager, Bruce Jordan, who said that the unit's reinforced concrete floor sat atop a forgotten basement. "We had no idea it was hollow under there,? he said. ?We thought the floor was built over dirt."

The news aggregator site New Jersey Online attributes the collapse to a sinkhole, an underground hollow caused by the erosion of sedimentary rock, such as limestone or dolomite, by groundwater or, in some instances, burst water mains.

In recent years, sinkholes have appeared in?Florida;?California;?Illinois;?Washington, D.C.;?Pennsylvania;?Guangzhou, China;?Guatemala City;?Quebec;?Milwaukee;?Germany; and Chicago.

Source: http://rss.csmonitor.com/~r/feeds/csm/~3/IJufGL56n50/East-Rutherford-Sinkhole-How-a-forklift-saved-a-man

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5 Things Every Copywriter Needs to Know About Their Prospects ...

Image of The Art of Dramatic Writing Book Cover

What do you really know about your prospect?

Their age range perhaps? Where they live? What they do for a living?

Useful definitely, but not enough to create copy that rouses emotion and compels action.

For that we need to take a journey much deeper into the dark recesses of our customers? minds ?

Want to join me?

Today?s article is inspired by someone who understood that in writing, how well you knew your ?characters? made the difference between captivating an audience, or boring them.

In 1946 The Art of Dramatic Writing, (now regarded as one of the best works on the subject of playwriting), was published.

The author, Lajos Egri, had a simple rule: know your characters and you?ll know your story.

And the same principle works in copywriting. Before you can write content that gets and grips your reader?s attention, you have to get to know them ? intimately.

Fortunately, Egri has some advice to help us do just that.

The one thing your reader wants most is ?

? to be important.

According to Egri, this is the number one desire that motivates all characters.

Even small actions are attempts to increase our importance in the world. Whether it?s going for a promotion, dressing up for a date, or making sure your children are healthy and happy. These actions are influenced by our goals to be well-respected, noticed, or loved. And if we succeed, we have a measure of how important we are to others.

So how do companies make their customers feel important?

A business owner wants a better looking website to be more important to prospects. A web designer wants better tools to offer a high-quality service, and be more important to her customers. A blogger wants to produce epic content to be important to readers so they keep coming back.

When you know what makes your customer wants to feel important, you can ensure it is one of the leading benefits in your copy.

But this is just the beginning, because when you stir the murky waters of the desire for importance, you?re just a few steps away from another piece of the puzzle that helps you understand your customer.

Your customer is insecure (but do you know why?)

According to Egri, no-one is wholly satisfied with themselves, because if people were satisfied and happy, no-one would ever do anything.

Apparently, insecurities cause dissatisfaction which then motivates us to pursue activities to make us feel more important.

And the angle of your copywriting can change dramatically when you?re targeting different insecurities, even if the product is the same.

For example, not everyone who decides to get fit is motivated by the same reasons.

One guy might be embarrassed about his body and decide once and for all to get buff for the ladies. Another guy might have a chronic condition that he fears will cause him to miss out on life unless he can gain strength by increasing his fitness.

While the same fitness product might work for both people, the same approach to writing copy may not. And if you want to write copy that resonates deeply with your customer, you have to tackle their fears as well as their goals.

You can find vital clues in their past

Most customer profile templates focus on the present-day. Where does your customer live now? What problems do they have today?

Egri understood that if you really wanted to understand a character you had to go back in time and know the events that made your ?character? who they are today.

So what about your own customer? What events turned them into your target market?

If you help small business owners, how did they get there? Were they always self-employed? Have they been in business long? Have they always ?gone their own way? or are they more used to conforming and being told what to do?

Taking this journey through your target market?s history helps you build a better view of your customer?s values. And again, this helps you shape your content and pick themes that appeal specifically to your customer.

Consider the following target market divided by different histories:

  • Business owners ? forced into self-employment after the recession
  • Business owners ? starting up fresh out of university

How might you change the theme of your copy for each group?

The conflict reveals your customer?s true character

Egri suggested that in conflict, people?s true characteristics are revealed ? but what conflict is your customer really facing?

Some conflicts are obvious. It?s an action that causes a problem that needs to be solved by a reaction: your car breaks down, you need to be somewhere ? you call a mechanic.

Your pipes burst, you don?t want water damage, you call a plumber.

Other conflicts are more subtle but no less worrying to your customer.

A business owner wants a polished looking website to look important to her customers.

No real conflict there.

Looking a little bit closer, we discover that maintaining a professional appearance is something she worries about.

Okay, we know more about her insecurity, but still there?s no real conflict.

Do a bit more digging and we find out it?s likely to be a start-up business and she?s probably new to online technology. She doesn?t have the funds to hire a design company, but she doesn?t know enough about technology to do her own design.

The business that solves this problem and understands this conflict can plan content to reach this customer much better than the business that simply advertises affordable web design.

Now, you don?t have to know the individual story for each and every customer you may have, but without an idea of the conflict faced by the majority of your target market, understanding their real character (and writing copy to appeal to them) will be a challenge.

Okay, we know what makes our customer feel important, what makes them secure, what their past is, and their conflict.

Finally, you need to know ?

How far are they willing to go?

In fiction, you need to know if your characters are prepared to go bankrupt, embark on an adventure, commit a crime, or declare love to achieve their dreams.

And you need to know the same about your customer.

Okay, you don?t need to know if your customer will go to Mordor for new computer software, but it does help to know what they?re willing to do to resolve their particular conflict.

  • What price are they willing to pay?
  • Are they willing to shop around or is it more of an impulse purchase?
  • How desperate are they to solve the problem?
  • Do they need to solve it quickly or can a solution take time?
  • How much do they want to work with you compared to another company?

Your research might lead you to try new approaches in the way you present your offer to prospects. If you discover your customer likes to shop around, and reads lots of information before making a buying decision, you can create content to cater to this need.

Getting to know your customer isn?t a quick, cursory task. Egri would spend hours plotting question and answer scenarios with characters, thinking of a range of different back-stories and visualizing how they might react with different events and opposing personalities.

Now granted, your customers aren?t imaginary but you can use the same inquisitive approach to build a clearer profile of your customer.

How do you get to know your customers?

What do you find helps gain a better understanding of your reader?

How does this affect the copy you write?

Let us know in the comments below ?

About the Author: Amy Harrison helps business owners take simple content marketing steps. For a free, easy-to-use customer profile download (and a slightly bizarre video) click here.

Source: http://www.copyblogger.com/copywriting-prospect-research/

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Reports Find Variation in Prostate, Breast Cancer Treatments Across ...

Treatments for prostate and breast cancer vary in California depending on where patients live, according to two reports released by the California HealthCare Foundation, the Contra Costa Times reports.

CHCF publishes California Healthline.

Findings on Prostate Cancer Treatment

The report on prostate cancer treatment found that physicians in Tracy use internal radiation to treat men for prostate cancer at more than four times the state average, the highest rate in California.

Meanwhile, men living 60 miles away?near Stanford University?undergo the same procedure about half as often as the state average, according to the report.

Findings on Breast Cancer Treatment

The report on breast cancer treatment found that women in Livermore undergo a lumpectomy without radiation to treat early stage breast cancer at 192% of the state average.

In San Mateo, women undergo the treatment at 64% of the state average, according to the report.

Comments on Findings

Researchers said that the variations in care indicate that physicians often determine which treatments will be used, rather than patients or medical science.

Matthew Cooperberg -- a member of the advisory committee for the study and an assistant professor in the departments of urology and epidemiology and biostatistics at UC-San Francisco -- said, "There are very different financial incentives for one treatment over another."?

Maribeth Shannon -- director of CHCF's market and policy monitor program -- said, "Physicians, for whatever reason, get comfortable with a particular treatment," adding, "There's not as much true shared decision-making as there should be."

She said that if patients played a bigger role in deciding their treatments, there would be less variation in prostate and breast cancer care across the state (Kleffman, Contra Costa Times, 5/21).

Source: http://www.californiahealthline.org/articles/2013/5/21/reports-find-variation-in-prostate-breast-cancer-treatments-across-calif.aspx

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