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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.

Digital Dementia: Does Technology Use by ‘Digital Pioneers’ Correlate to Cognitive Decline?

As the first generation that interacted with digital technology reaches an age where dementia risks emerge, scientists have asked the question: Is there a correlation between digital technology use and an increased risk of dementia? With the phrases “brain rot” and “brain drain” circulating on social media, it would appear that most people would assume the answer is yes. However, a new study in Nature Human Behavior by neuroscientists at Baylor University and the University of Texas at Austin Dell Medical School reveals the opposite – digital technologies are actually associated with reduced cognitive decline. The study – A meta-analysis of technology use and cognitive aging – was sparked by the ongoing concern about the passive activity of digital technologies and their relation to accelerating risks of dementia. Study co-authors are Jared F. Benge, Ph.D., clinical neuropsychologist and associate professor of neurology at Dell Medical School and UT Health Austin’s Comprehensive Memory Center within the Mulva Clinic for the Neurosciences, and Michael K. Scullin, Ph.D., associate professor of psychology and neuroscience at Baylor. “You can flip on the news on just about any day and you’ll see people talking about how technologies are harming us,” Scullin said. “People often use the terms ‘brain drain’ and ‘brain rot,’ and now digital dementia is an emerging phrase. As researchers, we wanted to know if this was true.” The “digital dementia” hypothesis predicts that a lifetime of exposure to digital technology will worsen cognitive abilities. On the contrary, the study’s findings challenge this hypothesis, indicating instead that engagement with digital technology fosters cognitive resilience in these adults. Reviewing more than 136 studies with data that encompassed over 400,000 adults, and longitudinal studies with an average of 6 years of follow-up data, Scullin and Benge found compelling evidence that digital technology use is associated with better cognitive aging outcomes, rather than harm. The researchers’ study supported the “technological reserve” hypothesis, finding that digital technologies can promote behaviors that preserve cognition. In fact, their study revealed that digital technology use correlates with a 58% lower risk of cognitive impairment. This pattern of cognitive protection persisted when the researchers controlled for socioeconomic status, education, age, gender, baseline cognitive ability, social support, overall health, and engagement with mental activities like reading that might have explained the findings. Increase in problem-solving skills Scullin said that for some, these findings are surprising as technology use is often associated with being sedentary both physically and mentally. However, for the current generation of older adults who were introduced to the first technological advancements – computers, the Internet and smartphones – past their childhood, using technology is cognitively challenging because it is everchanging. “One of the first things that middle-age and older adults were saying is that ‘I’m so frustrated by this computer. This is hard to learn.’ That's actually a reflection of the cognitive challenge, which may be beneficial for the brain even if it doesn’t feel great in the moment.” Scullin said. Technology requires constant adaption, he said, such as understanding new software updates, troubleshooting Internet loss or filtering out website ads. “If you’re doing that for years and you’re really engaging with it, even though you might experience frustration, that may be a sign of you exercising your brain,” he said. Social connection Technology also enables communication and engagement like never before, which can expand opportunities for connectivity. Video calls, emails and messaging apps help maintain social networks, especially for people who would not otherwise regularly see their family members. “Now you can connect with families across generations,” Scullin said. “You not only can talk to them, you can see them. You can share pictures. You can exchange emails and it's all within a second or less. So that means there's a greater opportunity for decreasing loneliness.” Better social connectedness is a well-documented correlate of cognitive functioning in older adults, providing a link between decreased isolation from digital technologies and reduced risks of dementia. Impact of “digital scaffolding” A dementia diagnosis is indicated in part when cognitive changes lead to a loss of independence with daily tasks. Tools such as digital reminders, GPS navigation and online banking allow older adults to remain independent despite cognitive difficulties through digital scaffolding. According to the research article, this digital scaffold “facilitates better functional outcomes in older adults while general cognitive functioning declines.” Technologies can serve as a compensatory support system to maintain general independence and reduce the risk of a dementia diagnosis even with the presence of some cognitive decline. “As clinical practice continues to move toward an individualized, precision-medicine approach, it will be necessary for the field to identify for whom and for how long, such digital scaffolding is effective,” the researchers said. Promoting healthy technology use While Scullin recognizes the negative effects of technology, such as distracted driving or using technology over consistent face-to-face interaction, he also emphasizes how promoting a healthy use of digital tools in older adults is beneficial for their cognitive health. “If you have a parent or grandparent who’s just staying away from technology, maybe revisit that. Could they learn to use photo, messaging, or calendar apps on a smartphone or tablet? Start simple and be very patient while they learn,” he said. Social media use is another highly debated topic in terms of cognitive effects. While he says it’s hard to predict the cognitive effects of endlessly scrolling on TikTok, Scullin does argue that generating videos through creative cognition could be beneficial. In addition, he said that interacting with communities online can provide benefits by forming social connections. “We could spend a long time talking about all the specific ways in which technology use can be bad. However, the net effect since the 1990s has been positive for overall cognition in older adults,” he said. FUNDING The study was supported by funding from the National Institutes of Health (R01AG082783; M.K.S., J.F.B.). Michael Scullin was named Baylor’s inaugural Newsmaker of the Year in 2018, after his “to-do list” research was widely covered by media outlets, including ABC’s Good Morning America, TODAY.com, USA TODAY, Discover, LiveScience, HealthDay, BBC Radio and many more, reaching an international circulation and viewership of nearly 1 billion people. Looking to interview or chat with Michael Scullin? Simply click on his icon now to arrange an interview today.

Taking ACT-ion for Quality Improvement

“Learning is a journey. It is continuous,” said nurse Hellen Okoth, MSN, CCRN, RN-BC, of the Transitional Surgical Unit. She was one of the learners on that journey through ChristianaCare’s professional development program Achieving Competency Today (ACT). ACT, a 12-week graduate-level program dedicated to health care improvement, will celebrate its 40th session in 2025. Some 1,000 caregivers have graduated from ACT and have tested some 140 innovative project ideas since the program’s launch in 2003. On April 9, three ACT teams presented their quality improvement projects at the John H. Ammon Medical Education Center on ChristianaCare’s Newark campus. Interdisciplinary, experiential learning programs like ACT create a rich and dynamic learning environment,” said Tabassum Salam, M.D., MBA, FACP, chief learning officer for ChristianaCare. “The emphasis on continuous improvement and real-world applications of the educational content sets our ACT graduates up for lifelong learning and repeated application of these new skills.” The ACT course is a collaborative experience that brings together learners from diverse disciplines to tackle real-world health care challenges. Participants learn from health system leaders and gain a broad perspective on health care through coursework. They work in teams to complete problem-solving projects from start to finish using the Plan-Do-Check-Act (PCDA) model of continuous improvement. Facilitators, who are experts in improvement science and team effectiveness, guide the teams through the process, ensuring that each project is meticulously planned and executed. ChristianaCare offers many professional development opportunities. Click here for careers and benefits. “The hands-on projects in ACT enable learners to innovate and test out solutions in settings that directly benefit patients, leading to better outcomes and a higher quality of care,” Salam said. The three most recent teams presented improvement research that has the potential to expand beyond their pilot stage to other areas of the health system. ‘Hush! For the Love of Health’ In “Hush! For the Love of Health,” an interdisciplinary team worked to reduce noise levels on the Cardiovascular Critical Care Unit (CVCCC) at Christiana Hospital. Their goal was to decrease ambient noise levels by 10 decibels during the study period. Intensive care units often experience noise levels that can exceed 80 decibels. A quiet environment is 30 to 40 decibels. Members of the “Hush” project found creative ways to reduce noise on an intensive care unit. Ambient noise refers to all sounds present in the background, which research shows can interfere with communication, concentration and comfort. In a hospital setting, these sounds may include alarms, conversations, announcement and pages and carts moving by. The team looked for opportunities to safely reduce the number of alarms sounding. By collaborating with Philips technology company to lower alarm volumes and eliminate redundant alarms, they reduced the number of alarms sounding from 10,000 to 3,000 daily and successfully decreased noise levels by 13 decibels, exceeding their goal. “It’s good for patients to have a quiet environment and it fights alarm fatigue for caregivers,” said Dylan Norris, a pre-medical student from the University of Delaware and participant in the ACT course. ‘Show Up and Show Out’ Reducing the no-show rate among patients in primary care practices improves health outcomes and conserves resources. In “Show Up and Show Out: Boosting Patient Attendance in Primary Care,” the project team aimed to reduce the incidence of no-show appointments at the Wilmington Adult Medicine (WAM) practice by 10%. The “Show Up and Show Out” project team used personalized communication outreach to patients to encourage keeping their primary care appointments. “Our literature review showed that personal relationships with providers are one thing that can encourage people to attend appointments,” said team member Christi Karawan, MS, BSN, CCRN-CSC. The key to their problem-solving strategy was using a secure messaging platform for automatic appointment reminders specifically for WAM that were personalized with the provider’s name and thanking the patients for letting WAM be a part of their healthcare team. Other steps on the road to success were signage around the practice encouraging patients to update their contact information and calls from office assistants and medical assistants to unconfirmed patients the day prior to their appointments. The team achieved a 9.5% reduction in no-shows, just shy of their goal, over a two-week period. An office assistant who participated in the pilot said, “Outreach has been helpful not only in getting people in but in getting people to reschedule or cancel. We can catch it before it becomes a no-show.” ‘Magnetic Efficiency’ To address delays in patient transport from MRI testing at Newark campus, an ACT team created a new communication workflow to directly connect patient escort dispatch to the MRI charge technician. The ACT team aimed to decrease patient wait times following MRI completion for stretcher transport back to patients rooms by 25% — and “a bold goal,” said one colleague — during the study period. The “Magnetic Efficiency” team identified a new workflow to get patients back to their hospital rooms faster after MRI testing. Using Vocera wearable communications tools, the team created a thread for direct communication between Escort Dispatch caregivers and MRI charge technicians. Also, when an Escort transporter dropped off a patient for an MRI, the transporter asked MRI staff if any patients were ready to go back to their rooms. These changes in communication and empowerment consolidated transports and led to a 17% reduction in wait time during the two-week pilot. “We don’t want people to work harder,” said team member Tim Kane, BSN, RN. “We wanted to avoid preventable delays.” Both teams expressed satisfaction and improved communication with the new process and they expressed interest in continuing the process after the pilot ended. Future forward The ACT course has a rich history, originating from a specific initiative piloted by the Robert Wood Johnson Foundation with ChristianaCare among the early adopters along with Harvard University, the University of Pennsylvania, Johns Hopkins University and Beth Israel Deaconess Medical Center. Through the years, ChristianaCare ACT team members have seen their projects live on both as permanent changes throughout the health system and, more personally, in their professional growth. “I was able to enhance my creativity, organizational and problem-solving skills,” said Starr Lumpkin, a staff assistant who was on the “Hush” team. “This was a pivotal journey for me.” ChristianaCare is growing its program to develop a pipeline for the next generation of health professionals, said Safety and Quality Education Specialist Claire Rudolph, MSM, CPHQ. “We have a varied group of learners and facilitators who are making an impact on health care quality, cost and safety.” Dylan Norris was the first participant from a new partnership with the University of Delaware for pre-med students to get quality improvement experience. “I have learned so much about what goes into a quality improvement project. Buy-in from the stakeholders is key in implementing any new project successfully,” she said. “I have also learned about the importance of the initial research that goes into creating a new project and how much pre-planning goes into it.” Closing the event, Clinical Effectiveness Officer Christian Coletti, M.D., MHCDS, FACEP, FACP, called on the ACT graduates to use their newfound “superpowers” — “vision, seeing the future, catching something before it breaks. “It’s not a glitch in the matrix,” he said. “You are the most important people at the bedside – hearing the alarms going off or the stretchers piling up. Work to identify problems and move toward solutions in your own microenvironments. Pass on your powers with reckless abandon.”

MEDIA RELEASE: CAA survey finds cannabis-impaired driving remains a concern in Manitoba

As 4/20 approaches, a survey conducted on behalf of CAA Manitoba reveals a trend: while most drivers in the province recognize the risks of cannabis-impaired driving, a significant number continue to drive after consuming cannabis—often in combination with other substances like alcohol or prescription medication. “Manitobans who decide to drive after consuming cannabis often underestimate the risks associated with this action,” said Ewald Friesen, manager, government relations, CAA Manitoba. “People still seem to believe that they have no alternative but to drive home or that the drive is short enough that it doesn’t matter. We are here to remind Manitobans that while cannabis use is legal and can be safely consumed, you should never do it before driving.”  Forty-seven per cent of Manitoba drivers used cannabis in 2024; 36 per cent tried cannabis this year for the first time since legalization. Despite growing awareness of the risks, 18 per cent of Manitoba drivers admit to driving after using cannabis, with the majority doing so within just three hours of consumption. Half of those surveyed are driving within three hours of consumption. The survey also revealed that 53 per cent of recent cannabis-impaired drivers reported driving shortly after consumption, with 36 per cent feeling high while behind the wheel. Alarmingly, 79 per cent expressed confidence in their driving ability while impaired, though 71 per cent expressed concern about being caught. “There is a common misconception on how cannabis affects drivers,” says Friesen, “however, it has been proven that cannabis use can impact a driver’s reaction time, judgement, coordination and decision-making.” Driving after consuming edibles has been a growing trend since last year. While smoking remains the primary mode of cannabis use, the survey highlights a growing trend of driving after consuming edibles, which can have delayed and unpredictable effects. Solid edibles (67 per cent) and joints (61 per cent) are the most used formats, and more than half of cannabis users prefer edibles over any other format. "Unlike other forms of cannabis, edibles often have delayed and unpredictable effects, which can significantly impair judgment and reaction times,” adds Friesen. “It is crucial for individuals to recognize these differences and prioritize safety, not only for themselves but for everyone sharing the road." There is a disconnect between what people believe and how they behave when it comes to cannabis and driving. Although 93 per cent of Manitoba drivers agree that cannabis-impaired driving is a serious road safety issue, many still view it as less dangerous than alcohol or prescription opioids. This disconnect between perception and behaviour underscores the need for continued education and enforcement. The penalties for impaired driving are serious and can include: • Immediate 24-hour licence suspension (up to 60 days pending further testing) • Three-day vehicle impoundment • A $400 fine • Mandatory Impaired Driver Assessment • Additional administrative penalties, ignition interlock program requirements, and possible charges under the Criminal Code of Canada CAA Manitoba encourages all motorists to make safe, informed choices: • Know the rules and understand how different cannabis products affect the body. • Don’t drive impaired—whether by cannabis, alcohol, or any combination of substances. • Plan ahead by arranging a rideshare, taxi, or designated driver, especially if planning to consume cannabis during upcoming events like 4/20. The online survey was conducted by DIG Insights from July 5 to July 18, 2024, with 504 Manitoba drivers aged 19 and older. Based on the sample size of n=504 and with a confidence level of 95%, the margin of error for this research is +/- 3%.) 

Research Matters: Can Neurons Transmit Light?

Neurons, the cells in brains and spinal cords that make up the central nervous system, communicate by firing electrical pulses. But scientists have found hints that neurons may transmit light as well, which would profoundly change our current understanding of how the nervous system works. Researchers from the University of Rochester have begun an ambitious project to study if living neurons can transmit light through their axons — the long, tail-like nerve fibers of neurons that resemble optical fibers. “There are scientific papers offering indications that light transport could happen in neuron axons, but there’s still not clear experimental evidence,” says the principal investigator, Pablo Postigo, a professor at the university's Institute of Optics. “Scientists have shown that there is ultra-weak photon emission in the brain, but no one understands why the light is there.” If light is at play and scientists can understand why, it could have major implications for medically treating brain diseases and drastically change the way physicians heal the brain. To learn more about Postigo's research, contact him at ppostigo@ur.rochester.edu.

AI-powered model predicts post-concussion injury risk in college athletes

Athletes who suffer a concussion have a serious risk of reinjury after returning to play, but identifying which athletes are most vulnerable has always been a bit of a mystery, until now. Using artificial intelligence (AI), University of Delaware researchers have developed a novel machine learning model that predicts an athlete’s risk of lower-extremity musculoskeletal (MKS) injury after concussion with 95% accuracy. A recent study published in Sports Medicine details the development of the AI model, which builds on previously published research showing that the risk of post-concussion injury doubles, regardless of the sport. The most common post-concussive injuries include sprains, strains, or even broken bones or torn ACLs. “This is due to brain changes we see post-concussion,” said Thomas Buckley, professor of kinesiology and applied physiology at the College of Health Sciences. These brain changes affect athletes’ balance, cognition, and reaction times and can be difficult to detect in standard clinical testing. “Even a minuscule difference in balance, reaction time, or cognitive processing of what’s happening around you can make the difference between getting hurt and not,” Buckley said. How AI is changing injury risk assessment Recognizing the need for enhanced injury reduction risk tools, Buckley collaborated with colleagues in UD’s College of Engineering, Austin Brockmeier, assistant professor of electrical and computer engineering, and César Claros, a fourth-year doctoral student; Wei Qian, associate professor of statistics in the College of Agriculture and Natural Resources; and former KAAP postdoctoral fellow Melissa Anderson, who’s now an assistant professor at Ohio University. To assess injury risk, Brockmeier and Claros developed a comprehensive AI model that analyzes more than 100 variables, including sports and medical histories, concussion type, and pre- and post-concussion cognitive data. “Every athlete is unique, especially across various sports,” said Brockmeier. “Tracking an athlete’s performance over time, rather than relying on absolute values, helps identify disturbances, deviations, or deficits that, when compared to their baseline, may signal an increased risk of injury.” While some sports, such as football, carry higher injury risk, the model revealed that individual factors are just as important as the sport played. “We tested a version of the model that doesn’t have access to the athlete’s sport, and it still accurately predicted injury risk,” Brockmeier said. “This highlights how unique characteristics—not just the inherent risks of a sport—play a critical role in determining the likelihood of future injury,” said Brockmeier. The research, which tracked athletes over two years, also found that the risk of MSK injury post-concussion extends well into the athlete’s return to play. “Common sense would suggest that injuries would occur early in an athlete’s return to play, but that’s simply not true,” said Buckley. “Our research shows that the risk of future injury increases over time as athletes compensate and adapt to small deficits they may not even be aware of.” The next step for Buckey’s Concussion Research Lab is to further collaborate with UD Athletics’ strength and conditioning staff to design real-time interventions that could reduce injury risk. Beyond sports: AI’s potential in aging research The implications of the UD-developed machine-learning model extend far beyond sports. Brockmeier believes the algorithm could be used to predict fall risk in patients with Parkinson’s disease. Claros is also exploring how the injury risk reduction model can be applied to aging research with the Delaware Center for Cognitive Aging. “We want to use brain measurements to investigate whether baseline lifestyle measurements such as weight, BMI, and smoking history are predictive of future mild cognitive impairment or Alzheimer’s disease,” said Claros. To arrange an interview with Buckley, email UD's media relations team at MediaRelations@udel.edu

Department of Defense completes $17.8 million award to Convergence Lab Initiative for collaborative research and Specialized STEM development

A final disbursement of $8.8 million completes the $17.8 million grant awarded by the Department of Defense (DoD) to Virginia Commonwealth University’s (VCU) Convergence Lab Initiative (CLI). The funding allows CLI to continue advancing research in the areas of quantum and photonic devices, microelectronics, artificial intelligence, neuromorphic computing, arts and biomedical science. “The Convergence Lab Initiative represents a unique opportunity to drive innovation at the intersection of advanced technologies, preparing our students to tackle the critical challenges of tomorrow,” said Nibir Dhar, Ph.D., electrical and computer engineering professor and CLI director. “By combining cutting-edge research in electro-optics, infrared, radio frequency and edge computing, we are equipping the next generation of engineers with the skills to shape the future of both defense and commercial industries.” Working with Industry Partnership is at the heart of CLI and what makes the initiative unique. CivilianCyber, Sivananthan Laboratories and the University of Connecticut are among several collaborators focusing on cutting-edge, multidisciplinary research and workforce development. The lightweight, low-power components CLI helps develop are capable of transforming military operations and also have commercial applications. The Convergence Lab Initiative has 25 collaborative projects in this area focused on: Electro-optic and Infrared Technologies: Enhancing thermal imaging for medical diagnostics, search-and-rescue operations and environmental monitoring. This improves military intelligence, surveillance and reconnaissance capabilities. Radio Frequency and Beyond 5G Communication: Developing ultra-fast, low-latency communication systems for autonomous vehicles, smart cities and telemedicine. Accelerating advancements in this area also address electronic warfare challenges and security vulnerabilities. Optical Communication in the Infrared Wavelength: Increasing data transmission rates to create more efficient networks that support cloud computing, data centers, AI research and covert military communications. Edge Technologies: Creating low size, weight and low power-consuming (SWaP) computing solutions for deployment in constrained environments, such as wearables, medical devices, internet of things devices and autonomous systems. These technologies enhance real-time decision-making capabilities for agriculture, healthcare, industrial automation and defense. Benefits for Students College of Engineering students at VCU have an opportunity to engage with cutting-edge research as part of the DoD grant. Specialized workforce development programs, like the Undergraduate CLI Scholars Program, provide hands-on experience in advanced technologies. The STEM training also includes students from a diverse range of educational backgrounds to encourage a cross-disciplinary environment. Students can also receive industry-specific training through CLI’s Skill-Bridge Program, which facilitates direct connections between business needs and academic education. Unlike the DoD program for transitioning military personnel, the CLI Skill-Bridge is open to students from VCU and other local universities, creating direct connections between industry needs and academic training. This two-way relationship between academia and industry is unlike traditional academic research centers. With the College of Engineering’s focus on public-private partnerships, VCU becomes a registered partner with the participating businesses, collaborating to design individualized training programs focused on the CLI’s core research areas. This approach ensures students receive relevant, up-to-date training while companies gain access to a pipeline of skilled talent familiar with the latest industry trends and innovations. “The significance of this grant extends beyond immediate research outcomes. It addresses critical capability gaps for both the DoD and commercial sectors,” says Dhar. “This dual-use approach maximizes DoD investment impacts and accelerates innovation in areas that affect everyday life — from healthcare and environmental monitoring to communication networks and smart infrastructure. Breakthroughs emerging from these collaborations will strengthen national security while creating commercial spinoffs that drive economic growth and improve quality of life for communities both locally and globally. Advances in infrared technology, in particular, will position the VCU College of Engineering as a center for defense technologies and new ideas.”

What's Your Retirement Plan B?

Chances are, you have seen the ups and downs in the financial markets, which can really cause seniors a lot of anxiety when looking at those portfolio statements. Add to that the ripple effects of the Canada-U.S. trade war, and it’s more essential than ever to have a Plan B. The Trade War Is Personal The Canada-U.S. trade tensions may appear to be a political issue, but their repercussions are directly impacting kitchen tables across the country. Inflation is increasing the cost of everyday essentials, while investments—on which many retirees depend for income—are suffering.  For those who cannot easily re-enter the workforce, this situation is more than just inconvenient. It’s stressful. Withdrawing investments during a market dip can permanently reduce your savings. Meanwhile, rising prices on everything from apples to arthritis medication stretch fixed incomes thinner than ever. This isn’t just about budgeting anymore —it's about building a wise financial safety net. Plan B Matters More in Retirement You’ve worked hard to reach this point. Retirement should be about freedom, not fear. However, having a backup plan is essential since there are limited ways to generate new income. Think of Plan B as your financial airbag — something you hope you never need, but you're grateful it's there when life encounters a bump. And let’s be honest: even the most well-padded retirement can use a little backup when the economy’s doing somersaults. The Simple Economics of Cashflow Managing your finances boils down to a straightforward equation: money in versus money out. Think of it as balancing a seesaw—on one side, you have your income (cash in), and on the other, your expenses (cash out). For seniors, especially those on a fixed income, keeping this balance is crucial. Boosting Your Income Even in retirement, there are ways to add a little extra to your “money in” side. This could be through part-time work, turning a hobby into a small business, or renting out unused space in your home. Every additional dollar earned can provide more breathing room in your budget. Another option for many Canadians, is right under their feet—their homes. Home equity can be a powerful tool, giving them access to funds without selling or downsizing. Here are some practical options you may want to consider: Home Equity Line of Credit (HELOC): If you qualify, a HELOC offers flexible access to funds and charges interest only on the amount you use. It’s perfect for short-term needs or emergency access. Remember, you’ll need to make monthly payments and provide proof of income to qualify. Manulife One is a creative and customizable solution that combines your mortgage, income, and savings into a single account. It allows you to borrow against your home with greater flexibility. Payments are required but can be made within the available limit. Qualifying is similar to a HELOC. Reverse Mortgage: For homeowners aged 55 and older, a reverse mortgage allows you to access your home equity without the need for monthly payments. The loan is repaid when you sell or move, providing you with freedom and cash flow while remaining in your home. These tools can help ensure you're not forced to withdraw from investments during market downturns, letting your money recover while you stay comfortable. Trimming Your Expenses On the flip side, reducing your “money out” can be equally, if not more, effective. Perhaps you have subscriptions you no longer use for streaming services or mobile phone plans. Or you find you are purchasing too many items at the store because you aren’t preparing a list. Or you are dining out multiple times a week. Remember, every dollar you don’t spend is a dollar saved. Let’s unpack this a bit more, looking at this from a tax perspective Understanding the After-Tax Advantage of Cost Reduction For seniors supplementing their income with part-time work, it’s crucial to recognize that reducing expenses can be more impactful than earning additional income, primarily due to the effects of taxation. For example, let’s consider part-time income at a marginal tax rate of 30%. -------------------------------------------------------------------------------------------------- • To have an extra $100 in your pocket after taxes, you’d need to earn approximately $142.86 before taxes. This is because 30% of $142.86 is $42.86, leaving you with $100 after tax. • Conversely, if you reduce your expenses by $100, you effectively save the full amount. There’s no tax on money you don’t spend. Why This Matters: Every dollar saved is equivalent to more than a dollar earned when considering taxes. This means that focusing on cost-saving measures can be a more efficient strategy for improving your financial situation than seeking additional taxable income. 3 Major Strategies to Help You Cut Costs Budgeting: Prioritize identifying and eliminating unnecessary expenses. Regularly review subscriptions, dining habits, and utility plans to find areas where you can cut back. Smart Shopping: Utilize discounts, loyalty programs, and bulk purchasing options to reduce spending on essentials. Tax Planning: Be aware of how additional income might affect your tax bracket and eligibility for income-tested benefits. Sometimes, earning more can inadvertently reduce certain government benefits. Saving Smart – Some Tips to Get Started Your Plan B doesn’t have to focus solely on earning more income or borrowing. Sometimes, the best backup plan begins with cutting the extras. Think of it as being retro cool — just like you were before it became trendy. Tip #1: Rethink Dining Out - A Once-A-Week Treat, Not a Routine I love to dine out. It’s great to leave the cooking to someone else, especially after a busy day. But this is also one of the fastest ways to drain your budget. In Toronto, the average cost of a casual dinner for two with wine is around $90–$120. Opt for a more upscale spot? You’re likely looking at $150+ after tax and tip. Savings Tips • Cutting out one dinner per week could save approximately $400–$500/month or $5,000–$6,000/year. • Think about hosting a monthly dinner with friends at home where everyone brings a dish. You’ll still enjoy social time—but for a fraction of the cost. Or maybe try organizing a game night. Perhaps it’s euchre or cribbage, or maybe charades they all have something in common (they don’t require a monthly fee). Organize a potluck to bring people together. Twister might be off the table (unless your chiropractor is on standby), but laughter and connection are always in season. • Also think about how you can share resources. From ride-shares to splitting bulk grocery purchases with a neighbor, the old-school approach of sharing is making a comeback. It’s like carpooling, but with avocados and streaming passwords. Tip #2 Review Your Subscriptions - What are you Really Using? Have you already binge-watched all the episodes of your favourite shows, but you are still paying for streaming services you haven’t used in months? Then it’s time to cancel some subscriptions. According to the Convergence Consulting Group The average Canadian household now spends $70–$90/month on streaming and digital services (Netflix, Disney+, Prime Video, Spotify, etc.). Many people are paying too much for mobile. According to the CRTC, the average Canadian pays $64/month for mobile service.  Seniors who negotiate can often reduce this to $35–$45/month—a 30–40% savings. Savings Tips: • Audit Your Subscriptions: Write down every monthly and yearly subscription you have. Even cutting or optimizing 2 or 3 could save $30–$50/month. • Cancel subscriptions you don’t use often. You can always resubscribe later. Instead of paying for four platforms and using a few, consider rotating through them one at a time. You’ll be surprised at how quickly you can catch up on your favorites. Many streaming platforms also offer free trials or cheaper, ad-supported versions. • Call Your Mobile Phone & Internet Carrier Once a Year. Most people don’t realize how much loyalty can cost them. New customers often get much better deals than long-standing ones. When you call, here are some questions to ask: “Am I on the best plan for my usage?” “Are there any promotions I qualify for?” “Can I get a loyalty discount?” “Do you offer special discounts for seniors?” Keep in mind there are also senior-specific mobile plans from carriers like Zoomer Wireless, Public Mobile, or SpeakOut. • Don’t be shy about taking your business elsewhere. Carriers don’t want to lose subscribers and have special offers designed to make you want to stay. You’d be surprised how quickly they "find" a discount. Savings Tip #3: Don’t Throw Out Those Flyers and Coupons With inflation pushing up grocery prices, shopping smart matters more than ever. According to Statistics Canada, the average Canadian household now spends $1,065/month on groceries. So, it may be time to pay attention to those grocery store flyers you used to throw out. While Canadian data on potential savings is limited, US studies show that flyers and couponing can reduce costs by 10–25% for groceries and other household items if used consistently. Savings Tips: • Use apps like Flipp or visit sites like Smart Canuks to find online flyers you may have missed. • Sign up for loyalty cards to access extra discounts. One of the most popular savings programs, PC Optimum, offers frequent discounts and helps you collect points at Shoppers Drug Mart and Loblaws. Also, remember to swipe loyalty cards at the pump; many gas retailers offer discounts that can add up. • Consider shopping at stores like Walmart, which have pricing-matching policies for identical items you find advertised elsewhere. Saving Tip #4: Cut the “Daily Habits” That Add Up Remember, it’s not just the big expenses—it’s the daily ones that sneak up on you. Let’s look at a few “seemingly small” indulgences as examples: • 3 Starbucks Grande Lattes ($6.45 + tax) x 3 days/week = $1,137/year • Take-Out Lunch (for $12 + Tax) x 3 days/week = $2,115/year That’s over $3,000/year in “small” daily purchases! Savings Tips: • Prepare Meals in Advance: Cooking larger portions and planning for leftovers can minimize the temptation of ordering takeout. Planning meals and shopping with a list can prevent impulse purchases and reduce food waste. • Embrace the Home Café Trend: Investing in a quality coffee maker and brewing your own coffee can add joy to your day but also reduce your costs. • Set a Food Budget: Establishing a clear budget for dining out and groceries helps you track expenses and make more mindful spending decisions. Try allocating specific amounts to avoid overspending. Saving Tip #5: Leverage Senior Discounts if you are 60+ From transit to museums to groceries and drugstores, there are dozens of businesses that offer 10–20% off for seniors—but they don’t always advertise it. Many stores also have a set day of the week for seniors' discounts. Consider this: A $50 weekly purchase with 20% off saves $10—over $500/year. Savings Tips: • Shoppers Drug Mart has a 20% Seniors Day on Thursdays (for those 65+) • Rexall offers a 20% discount on Tuesdays • Many major retailers (e.g., Canadian Tire, Sobeys) offer senior discounts that vary by location—ask at checkout.  Cineplex has special pricing for seniors plus seasonal promos like $5 Tuesdays if you want to take the grandkids with you. Saving Tip #6: Mind Your Utilities and Insurance Reviewing these bills once a year can result in hundreds of dollars saved.  Consider switching to time-of-use electricity plans, which are offered in most areas. Check to see when cheaper rates are offered during off-peak hours, and look at using appliances such as your clothes dryer on off-peak hours.  You can also lower your insurance premiums by looking at options such as raising your deductible (if you’re comfortable with the risk). Also, look at rates offered by providers for “pay as you drive” insurance, especially if you aren’t using your car a lot. Also, if you are not bundling your home and auto insurance, you may be missing out on some savings. Saving Tip #7: Buy & Sell Online Many items we need can be found for a fraction of the cost used on platforms such as Facebook Marketplace and Kijiji. And remember, buying a used item also saves on tax. Many retirees have extra furniture, tools, collectibles, or tech they don’t need. It's now easier than ever to declutter and turn these unused items into extra cash. It’s All About Small Changes and Big Rewards Recessions are hard on everyone, but especially on those living on fixed incomes. The good news is that there are plenty of smart, manageable ways to reduce expenses without giving up all the good things in life. By becoming a more conscious consumer and checking in on your spending habits once or twice a year, you can save thousands of dollars annually—money that can be redirected toward travel, gifts for grandkids, or, if nothing else, it just may calm your nerves. Another Tip: Don’t Wait — Timing Matters If this trade war continues, housing values may dip, which means the equity you can access could shrink. Getting your Plan B in place now ensures you lock in flexibility and peace of mind before things tighten up.  Remember, it’s easier to get approved for a HELOC or reverse mortgage when you don’t urgently need it. It's better to set it up and keep it on standby than to wait until it’s too late. Talk It Out Stress develops in silence. Speak to family and friends about your concerns. They may not have all the answers, but they’ll provide emotional support — and possibly assist with paperwork or technical hurdles. If you have senior loved ones, check in and ask how they’re feeling about rising costs and uncertainty. These conversations go a long way and might even lead to better solutions. This trade war isn’t solely about economics. It involves peace of mind, dignity, and stability in retirement. While it may not be the type of Plan B that preoccupies the younger generation, it is equally important — perhaps even more so. So, take a breath. Make a plan. Get creative with your budget, and look at ways to save. Tap into your home equity if necessary, and don’t hesitate to ask for help. With the right Plan B, you can face the future with confidence — and perhaps even enjoy a little fun along the way.  Here's a handy checklist to help you get started.   Quick Wins Checklist ❏ Cancel one unused subscription ❏ Call your mobile carrier for a better deal ❏ Bring lunch instead of dining out 1x/week ❏ Use a coupon or flyer on your next grocery trip ❏ Look for a senior discount before you pay ❏ Brew your coffee at home 3 days this week ❏ Research potential discounts on your car insurance (bundling or pay-as-you-drive options) ❏ Use your clothes dryer or other appliances during off-peak hours to save on electricity Don’t Retire … Re-Wire! Sue

University of Delaware's physical therapy program ranked #1 graduate school in the U.S.

The University of Delaware's physical therapy program has been ranked #1 in the 2026 edition of Best Graduate Schools, U.S. News and World Report. The program has revolutionized the use of prosthetics, helped students become trainers for Super Bowl champions and boasts unique specialized training. Darcy Reisman, chair of the program, can talk about the following: Research: One study incorporated walking into daily behavior for stroke patients. Our PT researchers have also revolutionized the use of prosthetics to improve the lives of those who have lost limbs. Professional outcomes: Two of our PT grads were on the Philadelphia Eagles’ training staff during their Super Bowl run. Another is working in Major League Soccer with a Tennessee-based team. Specialized training: UDPT has an accredited Manual Fellowship Program that provides post-professional training for physical therapists in the specialized area of Manual Therapy.Research In total, U.S. news ranked 24 UD graduate programs among the best in the nation. Among those, 13 were in the top 50, including chemical engineering at #8.

Decoding the Future of AI: From Disruption to Democratisation and Beyond

The global AI landscape has become a melting pot for innovation, with diverse thinking pushing the boundaries of what is possible. Its application extends beyond just technology, reshaping traditional business models and redefining how enterprises, governments, and societies operate. Advancements in model architectures, training techniques and the proliferation of open-source tools are lowering barriers to entry, enabling organisations of all sizes to develop competitive AI solutions with significantly fewer resources. As a result, the long-standing notion that AI leadership is reserved for entities with vast computational and financial resources is being challenged. This shift is also redrawing the global AI power balance, with a decentralised approach to AI where competition and collaboration coexist across different regions. As AI development becomes more distributed, investment strategies, enterprise innovation and global technological leadership are being reshaped. However, established AI powerhouses still wield significant leverage, driving an intense competitive cycle of rapid innovation. Amid this acceleration, it is critical to distinguish true technological breakthroughs from over-hyped narratives, adopting a measured, data-driven approach that balances innovation with demonstrable business value and robust ethical AI guardrails. Implications of the Evolving AI Landscape The democratisation of AI advancements, intensifying competitive pressures, the critical need for efficiency and sustainability, evolving geopolitical dynamics and the global race for skilled talent are all fuelling the development of AI worldwide. These dynamics are paving the way for a global balance of technological leadership. Democratisation of AI Potential The ability to develop competitive AI models at lower costs is not only broadening participation but also reshaping how AI is created, deployed and controlled. Open-source AI fosters innovation by enabling startups, researchers, and enterprises to collaborate and iterate rapidly, leading to diverse applications across industries. For example, xAI has made a significant move in the tech world by open sourcing its Grok AI chatbot model, potentially accelerating the democratisation of AI and fostering innovation. However, greater accessibility can also introduce challenges, including risks of misuse, uneven governance, and concerns over intellectual property. Additionally, as companies strategically leverage open-source AI to influence market dynamics, questions arise about the evolving balance between open innovation and proprietary control. Increased Competitive Pressure The AI industry is fuelled by a relentless drive to stay ahead of the competition, a pressure felt equally by Big Tech and startups. This is accelerating the release of new AI services, as companies strive to meet growing consumer demand for intelligent solutions. The risk of market disruption is significant; those who lag, face being eclipsed by more agile players. To survive and thrive, differentiation is paramount. Companies are laser-focused on developing unique AI capabilities and applications, creating a marketplace where constant adaptation and strategic innovation are crucial for success. Resource Optimisation and Sustainability The trend toward accessible AI necessitates resource optimisation, which means developing models with significantly less computational power, energy consumption and training data. This is not just about cost; it is crucial for sustainability. Training large AI models is energy-intensive; for example, training GPT-3, a 175-billion-parameter model, is believed to have consumed 1,287 MWh of electricity, equivalent to an average American household’s use over 120 years1. This drives innovation in model compression, transfer learning, and specialised hardware, like NVIDIA’s TensorRT. Small language models (SLMs) are a key development, offering comparable performance to larger models with drastically reduced resource needs. This makes them ideal for edge devices and resource-constrained environments, furthering both accessibility and sustainability across the AI lifecycle. Multifaceted Global AI Landscape The global AI landscape is increasingly defined by regional strengths and priorities. The US, with its strength in cloud infrastructure and software ecosystem, leads in “short-chain innovation”, rapidly translating AI research into commercial products. Meanwhile, China excels in “long-chain innovation”, deeply integrating AI into its extended manufacturing and industrial processes. Europe prioritises ethical, open and collaborative AI, while the APAC counterparts showcase a diversity of approaches. Underlying these regional variations is a shared trajectory for the evolution of AI, increasingly guided by principles of responsible AI: encompassing ethics, sustainability and open innovation, although the specific implementations and stages of advancement differ across regions. The Critical Talent Factor The evolving AI landscape necessitates a skilled workforce. Demand for professionals with expertise in AI and machine learning, data analysis, and related fields is rapidly increasing. This creates a talent gap that businesses must address through upskilling and reskilling initiatives. For example, Microsoft has launched an AI Skills Initiative, including free coursework and a grant program, to help individuals and organisations globally develop generative AI skills. What does this mean for today’s enterprise? New Business Horizons AI is no longer just an efficiency tool; it is a catalyst for entirely new business models. Enterprises that rethink their value propositions through AI-driven specialisation will unlock niche opportunities and reshape industries. In financial services, for example, AI is fundamentally transforming operations, risk management, customer interactions, and product development, leading to new levels of efficiency, personalisation and innovation. Navigating AI Integration and Adoption Integrating AI is not just about deployment; it is about ensuring enterprises are structurally prepared. Legacy IT architectures, fragmented data ecosystems and rigid workflows can hinder the full potential of AI. Organisations must invest in cloud scalability, intelligent automation and agile operating models to make AI a seamless extension of their business. Equally critical is ensuring workforce readiness, which involves strategically embedding AI literacy across all organisational functions and proactively reskilling talent to collaborate effectively with intelligent systems. Embracing Responsible AI Ethical considerations, data security and privacy are no longer afterthoughts but are becoming key differentiators. Organisations that embed responsible AI principles at the core of their strategy, rather than treating them as compliance check boxes, will build stronger customer trust and long-term resilience. This requires proactive bias mitigation, explainable AI frameworks, robust data governance and continuous monitoring for potential risks. Call to Action: Embracing a Balanced Approach The AI revolution is underway. It demands a balanced and proactive response. Enterprises must invest in their talent and reskilling initiatives to bridge the AI skills gap, modernise their infrastructure to support AI integration and scalability and embed responsible AI principles at the core of their strategy, ensuring fairness, transparency and accountability. Simultaneously, researchers must continue to push the boundaries of AI’s potential while prioritising energy efficiency and minimising environmental impact; policymakers must create frameworks that foster responsible innovation and sustainable growth. This necessitates combining innovative research with practical enterprise applications and a steadfast commitment to ethical and sustainable AI principles. The rapid evolution of AI presents both an imperative and an opportunity. The next chapter of AI will be defined by those who harness its potential responsibly while balancing technological progress with real-world impact. Resources Sudhir Pai: Executive Vice President and Chief Technology & Innovation Officer, Global Financial Services, Capgemini Professor Aleks Subic: Vice-Chancellor and Chief Executive, Aston University, Birmingham, UK Alexeis Garcia Perez: Professor of Digital Business & Society, Aston University, Birmingham, UK Gareth Wilson: Executive Vice President | Global Banking Industry Lead, Capgemini 1 https://www.datacenterdynamics.com/en/news/researchers-claim-they-can-cut-ai-training-energy-demands-by-75/?itm_source=Bibblio&itm_campaign=Bibblio-related&itm_medium=Bibblio-article-related