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5 Reasons Why Experts Should Drive Your Content Marketing Strategy

It’s a fact: buyers today don’t want to be prospected, demoed, or closed. Whether it’s a procurement officer on the other end of the phone, a prospect reviewing a product online, or a journalist assessing the credibility of a potential spokesperson, “buyers” today expect a more authentic, reliable and practical experience when getting to know an organization, product or service. That’s why understanding how your expertise fits into the buyer’s journey to attract attention, drive interactions and earn trust is becoming critical to success. For marketers today the purchase process has increased in complexity. Today, audiences advance through a process known as the buyer’s journey” – the research and decision-making process that customers go through which progresses from awareness to evaluation and ultimately purchase. The Shift to Expertise Marketing In the early days of marketing and sales, organizations practiced a features oriented “buy what I have” approach; however, these traditional product-oriented marketing approaches are failing to yield the benefits they once did.  Audiences have become far more sophisticated. Research clearly shows that expert content is setting the bar for relevance, credibility and attractiveness for every stage of the buyer journey. Here’s 5 major trends you need to know plus some helpful tips to help you deal with this reality. #1 – Buyers Have Shifted into Self-Serve Mode When Researching Purchases Approximately 67% of the buyer’s journey is complete prior to contacting a vendor (Source: Sirius Decisions) The research continues to show that many buyers would sooner help themselves to content rather than speak to a salesperson, especially in the early stage of the buyer journey. Audiences are increasingly venturing online to doing more of their own research to validate the buying decision.  And they are digging deeper into content and are looking to see the people you have on board to support their decision-making. Tip: Remember that people buy from people. Think about how you can create a more human user experience by giving your experts and their content more profile on your website to drive engagement and build trust. It’s time to go beyond simple headshots and biographies to develop a richer amount of supporting information that feeds your website and search engines. #2- The Buyer Journey is More Collaborative & Non-Linear Than Ever Its clear that the traditional linear sales funnel has disappeared. In B2B markets, buyers now engage with an average of 11.4 pieces of content prior to making a purchase (Source: Forrester Research). They are now more likely to bounce around in a variety of sites. Tip: Evaluate the touchpoints you provide with expert content across your websites and how they interact at various buyer stages, from initial search to content to the connection process. In the end are you making it easy for buyers to engage with the content your experts have to offer? #3 – Experts are a Top Source of Influence in Purchase Behavior Research by the Information Technology Sales and Marketing Association (ITSMA) has consistently ranked subject-matter experts as a top source of information influencing purchase behavior in B2B, higher consideration purchases. In this new model, buyers validate the purchase decision by seeking out reliable information from trusted sources.   Decisions such as what lawyer to choose; what IT platform to invest in or where to study for graduate school can be very positively influenced by expert content. Tip: Ensure you have engaging expert content available online to support buyers across all stages of the buyer journey. Remember they may be looking for additional validation as well as education. #4 – The Buying Process is More Inclusive than Ever with Multiple Personas Playing a Part In addition to consulting industry peers on social media channels, buyers work with colleagues inside their organizations when making purchase decisions. Marketers and salespeople cannot be content with focusing on key decision makers. If you aren’t known company-wide this will present challenges. Tip: Marketers must reach the broader buying group in an organization, which means making larger amounts of expert content with messages targeted to specific personas. Weaving experts into the discussion and engaging more departments within a buyer’s organization will help wield influence on the final buying decision. #5 – Feeding the Search Engines The Right Content Matters More Than Ever According to a Google/Millward Brown study, 71% of business purchases begin with a non-branded search. These generic queries, are from people looking for product first, not for a specific brand or organization name. Huge improvements in organic search rank are possible once when your content is optimized to support the customer at all phases of the buyer journey. Expert content, in the form of articles, infographics, or videos, not only strengthens the trust relationship with your buyer, but also reinforces your value and expertise with search engines. you pay a little more attention to the information structure on your website and add assets such as multimedia content to expert profiles. Search engines continue to reward well developed expert content that has personal attribution with higher trust and authority rankings as it views this content as more relevant. Tip: Start with some tests using Google and Bing to assess how your experts are surfacing on key topics. Also do some searches on the names of your experts to see what position they surface at organically. Where possible add videos, photos, audio, books and social content that you can add to their profiles. Also ensure that the information is properly tagged to allow search engines to properly index this content. About ExpertFile ExpertFile is changing the way organizations tap into the power of their experts to drive valuable inquiries, accelerate revenue growth, and enhance their brand reputation. Used by leading corporate, higher education and healthcare clients worldwide, our award-winning platform helps teams structure, manage and promote their expert content while our search engine features experts on over 50,000+ topics. Learn more at: www.expertfile.com/getstarted.

ExpertSpotlight: History of Yemen and the Houthi Rebels

The history of Yemen and the rise of the Houthi rebels is essential to understanding one of the world’s most complex humanitarian and geopolitical crises. Once considered a crossroads of ancient trade, Yemen has in recent decades become a focal point of conflict, regional power struggles, and human rights challenges. The conflict involving the Houthi movement has had global ramifications—from maritime security and oil trade routes to civilian displacement and famine. This topic matters to the public because it highlights the intersection of war, diplomacy, and humanitarian need, while prompting critical questions about international responsibility, peace-building, and regional stability. Key story angles that may interest a broad audience include: The roots and rise of the Houthi movement: Tracing the group’s origins, ideology, and evolution into a key political and military force in Yemen. Regional power dynamics: Analyzing the involvement of Saudi Arabia, Iran, and other actors in fueling or resolving the conflict. The humanitarian crisis in Yemen: Investigating the scale of famine, disease outbreaks, displaced populations, and access to aid. The role of the international community: Exploring arms sales, ceasefire negotiations, and accountability in the context of international law. Maritime security and global trade: Understanding how conflict in Yemen affects Red Sea shipping routes and international energy markets. The future of peace and governance: Examining potential pathways to a political resolution and the reconstruction of a stable Yemeni state. Connect with an expert about Yemen and the Houthi rebels: To search our full list of experts visit www.expertfile.com

#ExpertSpotlight: Erin go bragh!

St. Patrick’s Day, celebrated annually on March 17, has evolved from a solemn religious observance to a worldwide cultural phenomenon. Rooted in the legacy of St. Patrick, the patron saint of Ireland, this holiday is now synonymous with parades, green attire, and festive gatherings. While often viewed as a day of Irish pride and heritage, its historical significance and evolving traditions reveal deeper cultural and social themes. As millions prepare to celebrate, this topic provides an opportunity to explore the rich history, religious roots, and modern interpretations of St. Patrick’s Day. Key story angles include: The Life and Legacy of St. Patrick: Exploring the history of St. Patrick, his role in spreading Christianity in Ireland, and how myths like driving out the snakes became associated with him. The Evolution of St. Patrick’s Day Celebrations: Tracing the transition from a religious feast day to a global celebration of Irish heritage. How Different Countries Celebrate: Highlighting the unique ways St. Patrick’s Day is observed worldwide, from Ireland’s official events to large-scale parades in the U.S., Canada, and Australia. The Economic and Tourism Impact: Analyzing how St. Patrick’s Day boosts tourism, pub sales, and the hospitality industry. The Role of Irish Diaspora Communities: Examining how Irish immigrants and their descendants helped popularize St. Patrick’s Day in countries like the United States. Cultural Appropriation vs. Authentic Celebration: Discussing debates over commercialization, stereotypes, and efforts to preserve the cultural integrity of the holiday. As St. Patrick’s Day continues to be a widely recognized celebration, its history and traditions offer a compelling look at cultural identity, globalization, and the intersection of faith and festivity. Connect with an expert about St. Patrick's Day: To search our full list of experts visit www.expertfile.com

How a Fraudster Almost Stole Graceland

In a recent case that left many “All Shook Up," a Missouri woman attempted to defraud the Presley family by claiming ownership of the iconic Graceland estate. Most stories involving “The King” make for good reading, and they also hold an important lesson for homeowners. This bold scheme is a stark reminder that fraud knows no boundaries—whether you live in a mansion or a modest home, fraudsters can and will target anyone. The Graceland Fraud Attempt Lisa Jeanine Findley, a 53-year-old from Missouri, orchestrated a plan to defraud Elvis Presley’s family of millions by attempting to claim ownership of Graceland. She falsely alleged that Lisa Marie Presley had used Graceland as collateral for a $3.8 million loan that remained unpaid at the time of her death in 2023. To support her claims, Findley fabricated loan documents and filed fraudulent foreclosure notices, threatening to auction the estate if the supposed debt wasn’t settled. Riley Keough, Lisa Marie’s daughter and heir to Graceland, challenged these claims in court, asserting that no such loan existed and labeling the foreclosure attempt as fraudulent. The court sided with Keough, blocking the sale and prompting Findley to withdraw her claims. Subsequently, Findley was arrested and charged with mail fraud and aggravated identity theft. She pleaded guilty in February 2025 and faces up to 20 years in prison, with sentencing scheduled for June 18, 2025. Lawrence v. Maple Trust - A Canadian Fraud Attempt Closer to home, in 2006, Toronto homeowner Susan Lawrence fell victim to a similar scheme. Fraudsters transferred the title of her fully paid-off home into their names and registered a fraudulent mortgage with Maple Trust. Lawrence only discovered the fraud when she attempted to access her home equity. After an initial ruling forced her to bear the mortgage debt, she appealed. The Ontario Court of Appeal reversed the decision, ruling that the lender should bear the loss, not the innocent homeowner. The case took nearly two years to resolve and cost Lawrence an estimated $50,000 to $100,000 in legal fees—not to mention the emotional and financial stress. Lessons for Homeowners about Fraud This case highlights several critical lessons for homeowners: 1. Be Vigilant Against Fraudulent Claims: If fraudsters can attempt to steal Graceland, they can target your home too. Monitor your property records for unauthorized changes. 2. Don't Divulge Sensitive Information: Fraudsters can use social engineering tactics to piece together important information you share and use it to forge or alter property ownership records etc.  Be careful with what you share, especially with strangers. 3. Regularly Monitor Property Records: Periodically checking public records for any unauthorized liens or claims against your property can help detect and address fraud early. Online credit reporting services such as Credit Karma offer free apps and email alerts that can help you spot potential fraud. 4. Beware of Contracts: Watch out for deceptive practices employed by certain rental companies, leading to unexpected financial obligations and complications. Using deceptive, high-pressure sales tactics, these companies can leave homeowners burdened with property liens after signing contracts for appliances like furnaces, air conditioners, and water heaters. If you are faced with this, don't rush the process.  Do some additional research and/or take the next step below. 5. Consult Legal Professionals: If you are pressured to sign a contract, receive dubious claims, or receive foreclosure notices, seek advice from qualified legal professionals to navigate the situation effectively. 4. Secure Title Insurance: Title insurance protects homeowners against potential defects in the title, including fraudulent claims. It’s a crucial safeguard that can prevent significant financial loss. Let’s unpack this last point about Title Insurance. What is Title Insurance: Your Best Defence Title insurance is a safeguard for homeowners, protecting them against potential issues related to the ownership of their property. This insurance ensures that the homeowner is shielded from financial loss if any unforeseen problems with the property’s title arise. Title insurance is a policy that protects property owners and lenders against financial loss resulting from defects in a property’s title. These defects can include unknown liens, encroachments, zoning violations, or even fraud that may have occurred before the homeowner acquired the property. Unlike other insurance types that cover future events, title insurance addresses past events that could affect property ownership. Why is Title Insurance Necessary? Purchasing a property is often the most significant investment individuals make. Title insurance provides peace of mind by ensuring the property’s title is clear and free from unforeseen issues. Without this protection, homeowners could face legal disputes or financial losses if a problem with the title emerges after the purchase. For instance, if a previous owner’s unpaid taxes or undisclosed heirs come forward claiming ownership, title insurance would cover the legal fees and potential losses associated with resolving these issues. The Cost of Title Insurance in Canada In Canada, the cost of title insurance varies depending on factors such as the property’s value and location. Typically, premiums for residential properties range from $250 to $500. However, the cost can increase for higher-valued properties. This premium is a one-time payment made during the closing process and remains valid for as long as the homeowner owns the property. Providers of Title Insurance in Canada Several reputable companies in Canada offer title insurance. Some of the prominent providers include: FCT (First Canadian Title) Stewart Title Please note: None of the providers above are sponsored links. How to Check if You Have Title Insurance If you’re uncertain whether you have title insurance, consider the following steps: 1. Review Your Closing Documents: Examine the paperwork you received during the property’s purchase. Look for any mention of title insurance policies. 2. Contact your real estate lawyer: The legal professional who helped with your property purchase should have records showing whether title insurance was obtained. 3. Contact Title Insurance Providers: Most Title Insurance companies maintain issued policy records. Contacting them directly can help confirm whether a policy exists for your property. Homeowners Without a Mortgage: A Higher Risk Group If you’re a homeowner who owns their property outright, you can be at a higher risk concerning title-related issues. Why? Fewer parties (such as lenders) monitor the property’s status when no mortgage is in place. By contrast, when a mortgage is involved, most lenders today, as a rule, require title insurance to protect their investment, indirectly safeguarding the homeowner as well. However, some homeowners might overlook obtaining title insurance without a lender's mandate. This leaves you more vulnerable to potential title defects or fraudulent claims against your property. Real estate fraud is not a problem reserved for the wealthy—any homeowner can become a target. Securing title insurance and staying vigilant is the best way to protect your property and your financial future.   It's such an important topic, I'll be sharing more tips on title insurance in future posts.  After all, as Elvis might say, “What I say is true; if it could happen to the King, it could happen to you.” Don’t Retire … Re-Wire! Sue

Has the SuperBowl Priced Itself out of Fans?

It's arguably one of the 'must-see' sporting events in the world.  But this year fans seem to be a little reluctant to spend those hard earned dollars to watch the Kansas City Chiefs attempt a three-peat and a chance at history. It's a topic that's getting a lot of coverage leading up to the big game this Sunday. The Kansas City Chiefs might make history this weekend, but ticket prices aren’t reflecting that. The cheapest ticket for Super Bowl LIX in New Orleans has fallen below $4,000 on the secondary market, according to reseller TickPick, marking a 30% decline over the past week — and more than 50% cheaper compared to last year’s record-breaking Super Bowl. The Chiefs, who face the Philadelphia Eagles on Sunday, are hoping to be the first team to win three successive Super Bowl rings. Despite that historic feat on the line, fans apparently aren’t excited to splash out big bucks. There are a few potential reasons related to this year’s host city — and perhaps a slight dose of Chiefs fatigue. Last year’s matchup between the Chiefs and San Francisco 49ers was the most expensive Super Bowl on record, partly because it took place in the party mecca of Las Vegas for the first time. However, New Orleans “doesn’t have the same appeal” as Las Vegas, TickPick CEO Brett Goldberg said. New Orleans’ larger seating capacity is pushing prices lower as well, Goldberg said. The Caesars Superdome holds about 74,000 seats, whereas the Allegiant Stadium in Las Vegas holds around 65,000 seats. The host city is also still reeling from a terrorist attack last month when a man drove a pickup truck into a crowd and opened fire, killing 14 people and injuring at least 35. Then there’s the matchup itself. Football fans are bored by a third straight Chiefs Super Bowl bid, resulting in TickPick “seeing less interest from fans looking to attend,” Goldberg told CNN. “Had the Detroit Lions, Washington Commanders or Buffalo Bills made it this far, it’d be a much different story as it relates to current prices.”  February 03 - CNN It's an interesting topic and there are questions to be asked Does ticket demand and attendance really matter to the NFL and its sponsors? Why is viewership more important than attendance and ticket prices for the Super Bowl? Location, location, location. It’s always the same issue but what’s different this year? The NFL is big business and if you're a journalist covering the Super Bowl this Sunday - then let us help with your stories. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. Kirk is available to speak with media - simply click on his icon ow to arrange an interview today.

Holiday shopping season set to begin with questions about Black Friday, consumer behavior

Is Black Friday still a thing? Online sales have been outpacing brick-and-mortar sales for years, resulting in shorter lines and less of a frenzy at stores on the day after Thanksgiving. Many stores have also gone online with deals to compliment in-person shopping. University of Delaware experts can comment on this and other topics related to the holiday shopping season and gift-buying behavior. Andong Cheng: Can provide tips on what to prepare for during this unique holiday shopping season. Her research focuses on defining and identifying the picky consumer segment, and explores how pickiness impacts other judgments and decisions. She advises consumers to consider the phenomenon of double mental discounting, where shoppers experience a “mental accounting phenomenon” when offered promotional credit. Jackie Silverman: Research examines several facets of judgment and decision making and consumer psychology. According to Silverman, there are many potential benefits of online shopping for consumers, including some unconventional approaches to gift giving this season. Philip Gable: Can talk about the science behind the art of gift-giving that goes beyond the material exchange — emotional nuances that also can be applied to charitable work and philanthropy. He says that significance contributes to the happiness we experience in gift-giving. Matthew McGranaghan: Studies the economics of consumer attention and the indirect effects of marketing interventions. He explains that there is a difference in how businesses are innovating and utilizing online retail methods to connect with consumers this holiday season. Bintong Chen: Can discuss the systematic nature of supply chain issues. He recommends shoppers use major retailers like Amazon and Walmart, whose companies use their own shipping fleets to minimize disruptions. Caroline Swift: Examines supply chain transparency and the interactions between regulation and business performance.

Black Friday Shoppers Seek Deals on Electronics, Early Sales and Convenience in a Competitive Market

This year’s Black Friday shopping will bring a fresh wave of trends for both consumers and retailers. With electronics, online convenience and competitive pricing at the forefront, the landscape of Black Friday is evolving to match the shifting shopping habits of today’s consumers, said Baylor University consumer behavior expert James A. Roberts, Ph.D. Roberts – who serves as The Ben H. Williams Professor of Marketing at Baylor’s Hankamer School of Business – keeps a close watch on Black Friday, including what he sees as the Top 5 trends for holiday shopping in 2024. Top Trends for Black Friday 2024 The Shift in Shopping Habits: The balance between online and in-store sales remains steady, with consumers enjoying a 50/50 split in shopping preference, Robert said. While COVID-19 accelerated a surge in online shopping, this year, both are expected to perform equally as shoppers appreciate the flexibility of both options. Holiday Deals Start Early: As the competitive landscape has grown, Black Friday sales now launch weeks in advance. This early kickoff benefits consumers who are eager to lock in discounts and spreads out the typical holiday rush, providing retailers a longer window to capture consumer interest, Roberts noted. Electronics Dominate Sales: As in previous years, electronics will be the driving force of Black Friday 2024, accounting for nearly half of all sales. Roberts said that shoppers are especially focused on deals for televisions, laptops, smartwatches and gaming consoles – underscoring the lasting demand for high-quality technology at competitive prices. Gen Z and Millennials Drive Online Growth: Digital natives like Gen Z and Millennials continue to shape holiday shopping habits. Roberts said their comfort with online shopping – coupled with their mobile-first approach – makes them a powerful force in the online retail space. Retailers can expect these younger consumers to leverage social media, mobile apps and seamless e-commerce platforms for their holiday purchases. Rising Categories: Beyond electronics, Roberts predicts that other sectors will see strong sales this season, particularly in clothing, cosmetics and home appliances. As consumer preferences expand, brands in these categories should prepare for increased demand. Factors shaping consumer choices For Black Friday in 2024, competitive pricing and convenience remain top priorities, Roberts said. “Retailers who offer the best deals alongside quick and reliable delivery options stand out among consumers,” he said. Additionally, low-cost brands – such as Shein – have set consumer expectations for affordable pricing, even as “Buy Now, Pay Later” options have increased in popularity – though Roberts said retailers and consumers alike should be cautious when using this financing option at the risk of overspending. Future of Black Friday Looking ahead, Roberts said Black Friday’s trajectory appears geared more towards online channels, with each year seeing a slight shift away from brick-and-mortar shopping. Retailers are encouraged to keep an eye on pricing expectations and financing trends, as they’ll play an increasingly influential role in the holiday season. ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being. His research has investigated the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the impact of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

Expert Opinion - The Undisclosed Risks of Off-brand Ozempic and Other Weight Loss Products

The popularity -- and price -- of brand-name injectable drugs like Ozempic, Wegovy, Mounjaro, and Zepbound has skyrocketed. But the soaring demand for these drugs -- used for weight loss as well as to control blood sugar levels and reduce the risk of heart disease -- and the limited supply as well as lack of generic options has also led to a flood of non-brand alternatives in the market. In a recent article for The Conversation, UConn expert C. Michael White, Distinguished Professor of Pharmacy Practice, issued a warning to consumers about the potential undisclosed risks of these off-brand products: High demand is driving GLP-1 wannabes The dietary supplement market has sought to cash in on the GLP-1 demand with pills, teas, extracts and all manner of other products that claim to produce similar effects as the brand names at a much lower price. Products containing the herb berberine offer only a few pounds of weight loss, while many dietary supplement weight loss products contain stimulants such as sibutramine and laxatives such as phenolphthalein, which increase the risk of heart attacks, strokes and cancer. The role of compounding pharmacies Unlike the dietary supplements that are masquerading as GLP-1 weight loss products, compounding pharmacies can create custom versions of products that contain the same active ingredients as the real thing for patients who cannot use either brand or generic products for some reason. These pharmacies can also produce alternative versions of brand-name drugs when official drug shortages exist. Since the demand for GLP-1 medications has far outpaced the supply, compounding pharmacies are legally producing a variety of different semaglutide and tirzepatide products. These products may come in versions that differ from the brand-name companies, such as vials of powder that must be dissolved in liquid, or as tablets or nasal sprays. Just like the brand-name drugs, you must have a valid prescription to receive them. The prices range from $250-$400 a month – still a steep price for many consumers. Compounding pharmacies must adhere to the FDA’s sterility and quality production methods, but these rules are not as rigorous for compounding pharmacies as those for commercial manufacturers of generic drugs. In addition, the products compounding pharmacies create do not have to be tested in humans for safety or effectiveness like brand-name products do. Proper dosing can also be challenging with compounded forms of the drugs. Companies that work the system For people who cannot afford a compounding pharmacy product, or cannot get a valid prescription for semaglutide or tirzepatide, opportunistic companies are stepping in to fill the void. These include “peptide companies,” manufacturers that create non-FDA approved knockoff versions of the drugs. From November 2023 to March 2024, my team carried out a study to assess which of these peptide companies are selling semaglutide or tirzepatide products. We scoured the internet looking for these peptide companies and collected information about what they were selling and their sales practices. We found that peptide sellers use a loophole to sell these drugs. On their websites, the companies state that their drugs are for “research purposes only” or “not for human consumption,” but they do nothing to verify that the buyers are researchers or that the product is going to a research facility. By reading the comments sections of the company websites and the targeted ads on social media, it becomes clear that both buyers and sellers understand the charade. Unlike compounding pharmacies, these peptide sellers do not provide the supplies you need to dissolve and inject the drug, provide no instructions, and will usually not answer questions. Peptide sellers, since they allegedly are not selling to consumers, do not require a valid prescription and will sell consumers whatever quantity of drug they wish to purchase. Even if a person has an eating disorder such as anorexia nervosa, the companies will happily sell them a semaglutide or tirzepatide product without a prescription. The average prices of these peptide products range from $181-$203 per month. Skirting regulations Peptide sellers do not have to adhere to the rules or regulations that drug manufacturers or compounding pharmacies do. Many companies state that their products are 99% pure, but an independent investigation of three companies’ products from August 2023 to March 2024 found that the purity of the products were far less than promised. One product contained endotoxin – a toxic substance produced by bacteria – suggesting that it was contaminated with microbes. In addition, the products’ promised dosages were off by up 29% to 39%. Poor purity can cause patients to experience fever, chills, nausea, skin irritation, infections and low blood pressure. In this study, some companies never even shipped the drug, telling the buyers they needed to pay an additional fee to have the product clear customs. If a consumer is harmed by a poor-quality product, it would be difficult to sue the seller, since the products specifically say they are “not for human consumption.” Ultimately, consumers are being led to spend money on products that may never arrive, could cause an infection, might not have the correct dose, and contain no instructions on how to safely use or store the product. Dr. C. Michael White is an expert in the areas of comparative effectiveness and preventing adverse events from drugs, devices, dietary supplements, and illicit substances. Dr. White is available to speak with media -- click on his icon now to arrange an interview today.

MLB playoffs are back!

It's October ... and that means one thing in America:  Major League Baseball playoffs are set to begin. It means wall to wall broadcasts of games, massive advertising buys and gate receipts that means a serious stream of revenue for all of the teams, players and owners who made it through a long season and survived to be one of the dozen teams left to play for the Commissioner's Trophy. It's going to be a wild few weeks for baseball fans and the reporters covering the games. And if you're a journalist looking to know how important the marketing and business sides are to the the playoffs - then let us help with your stories. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. Kirk is available to speak with media - simply click on his icon ow to arrange an interview today.

Five ways going green can improve your bottom line: A guide for West Midlands SMEs

As sustainability becomes a central focus for businesses across the globe, small and medium-sized enterprises (SMEs) in the West Midlands are uniquely positioned to benefit from going green. Whether you're running a corner shop, a hairdressing salon, a manufacturing operation, or any other type of small business, sustainable practices can significantly enhance your bottom line. Here are five key ways that adopting green strategies can lead to financial gains. Reduced operational costs One of the most immediate and tangible benefits of going green is the reduction in operational costs. Energy efficiency, waste reduction, and resource conservation are all areas where small changes can lead to significant savings. For instance, simply switching to energy-efficient lighting can reduce electricity bills by up to 75 per cent—a substantial saving for any business, particularly for small retailers or service providers where margins can be tight. Additionally, the UK government offers incentives to help businesses transition to more energy-efficient operations, making it easier for SMEs to invest in these changes. Join Aston University’s workshop on 18 September and take advantage of a free energy assessment for your business. Learn practical steps to audit your energy use and uncover cost-saving opportunities tailored to your specific industry needs. Access to new markets and opportunities As the UK government and local authorities push for a greener economy, there are growing opportunities for businesses that align with these goals. SMEs that adopt sustainable practices may qualify for grants, tax reliefs, and other incentives designed to support green initiatives. For example, local councils in the West Midlands have programmes such as ‘BEAS and Decarbonisation Net Zero’ aimed at helping small businesses reduce their carbon footprint, which can be especially beneficial for almost all sectors where environmental impact is a growing concern. At the workshop, we’ll delve into the funding options and partnerships available to West Midlands SMEs committed to sustainability, helping you unlock new growth opportunities. Increased marketability Consumers are increasingly favouring businesses that demonstrate a commitment to sustainability. According to a study by Nielsen, 66 per cent of global consumers are willing to pay more for sustainable goods, and this trend is evident in the UK as well. By adopting green practices, SMEs in the West Midlands can enhance their brand reputation. This can translate to increased sales, customer loyalty, and even the ability to charge premium prices for sustainable products or services. In a competitive market, your environmental credentials can be a powerful differentiator. Attend Aston University’s workshop to learn from real-life success stories and see how businesses are already turning sustainability into a competitive advantage. Long-term resilience and competitiveness Sustainability isn’t just about immediate financial gains; it’s also about future-proofing your business. As regulations around carbon emissions and environmental impact become stricter, businesses that have already integrated green practices will find it easier to comply, avoiding potential fines and disruptions. For SMEs in sectors like manufacturing, where regulatory pressures are particularly high, adopting sustainable practices now can help ensure long-term competitiveness and resilience. A prime example of this shift is the NHS, which is actively working towards a Net Zero supply chain by 2045. The NHS is urging its suppliers to adopt sustainable practices, with a strong focus on reducing carbon emissions. Businesses that fail to align with these expectations risk losing contracts and falling behind competitors who are meeting these sustainability criteria. At the workshop, you'll learn more about sustainability strategy that can keep your business competitive and resilient in an ever-changing market. Enhanced employee engagement and productivity Increasingly, employees are seeking to work for companies that align with their personal values, including a commitment to sustainability. While this trend is more pronounced among larger companies, it’s also becoming relevant for small businesses, particularly those in industries where attracting and retaining talent is competitive. According to research, 74 per cent of employees feel more fulfilled when they work for a company that is making a positive impact on the environment. For small businesses, fostering a sustainable workplace can enhance employee morale, attract top talent, and reduce turnover rates. However, the degree to which this resonates can depend on your specific workforce. In sectors like tech, professional services, or among younger employees, sustainability is often a key consideration. On the other hand, in some more traditional industries, other factors like job security and compensation might be more important, though sustainability still adds value. Sign up for our workshop to discover how your small or medium business—regardless of sector—can implement effective sustainability practices and energy efficiency strategies to drive growth. This event is open to all SMEs across the West Midlands! Click here to register now. You'll also have the opportunity to book a free energy assessment on the spot and apply for match funding of up to £100,000 to make your business more energy efficient.