computers, broadband, and social networking

2017 was an interesting year -- 2018 should overcome a few obstacles.  Probably the most significant innovation during 2017 was the growth of the Voice First technology market -- but judging by the aisles of gadgets in places like Best Buy, everything else is changing as well. CES is next week, and with it more speakers, TVs, and gadgetry than is seen in Best Buy or anywhere else during the year.  But even as technology leapfrogs and crawls forward, obstacles to broad adoption for older adults remain. Hopefully interest in mitigating social isolation among older adults will lead to the role technology could play. But to make a real difference, here's a look at five areas for improvement in 2018:

Consider the white paper -- more content than a tweet or blog post. White papers have long been viewed as content marketing vehicles, intended to showcase a product or concept relevant to the firm’s customers and prospects. According to Jonathan Kantor, a 15-year white paper marketing veteran, "white papers can be used to generate sales leads, establish thought leadership, make a business case, or inform and persuade." Experts note that even in the age of Twitter and social media, white papers still matter; they can be fulfilled from website registrations, tweeted, or emailed to prospects. They can also take up long-term residence on a a firm's website. White papers may offer content that educates (not sells), expanding on an idea or a point of view as well as a product or service. Here are summaries of five researched white papers that were published in 2017, with the newest first, plus links back to the sponsoring company:

It is the time of convenience – and of non-stop hacking into everything.   Consider these 41 hacks (through October 2017!) in health care.  And these 791 in banking (through July, 2017!). And then there’s Equifax – 143 million accounts, established presumably to protect, not misuse, your social security data.  And what’s the worst that can happen? Identity theft – costing consumers $16 billion in 2016.   Yet consumers trust Amazon, sellers not so much.  And they trust both Amazon and Walmart as possible providers of drone deliveries, with only 41 percent concerned about air traffic safety – presumably fear of too many drones in the air – as their hot food is delivered.  But the drone, presumably would drop off the food outside the home. And Amazon has filed patents on drone delivery. What’s next?  Deliveries inside the home? Uh, yes. As with self-driving cars, media hype combined with consumer naiveté are, as always, regrettable enablers.

Warning -- this is not a blog post about what to give.  There are plenty of click-bait websites, like 5 Cool Gifts or 25 Great Tech Gifts or even a list described as "The Perfect Gifts for Grandma and Grandpa" -- really? Maybe these are the perfect gifts – or perhaps for some family members, the FirstStreet list is appropriate. Among all of these lists, there might be some intriguing items that might be welcome. And don’t forget a set of portable batteries – extremely useful for devices during power outages. Okay that is enough about the What – and For Whom.  

You remember Big Pharma.  Not long ago we heard a lot about it. This widely used term was once coined about the largest drug companies, often with the biggest direct-to-consumer advertising budgets, malpractice suits, lobbying budgets, fines, political influence and of course, sizable profits.  When it was newsworthy to talk about it, the Big Pharma image was tarnished by too much negative media attention. And so the industry works harder at maintaining a low-key profile as it continues with business as usual.   Big Pharma spends money on public relations and marketing -- $21 billion anticipated in 2016 alone.