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Why are Americans so worked up about health care reform? Statements such as “don’t touch my Medicare” or “everyone should have access to state of the art health care irrespective of cost” are in my opinion uninformed and visceral responses that indicate a poor understanding of our health care system’s history, its current and future resources and the funding challenges that America faces going forward. While we all wonder how the health care system has reached what some refer to as a crisis stage. Let’s try to take some of the emotion out of the debate by briefly examining how health care in this country emerged and how that has formed our thinking and culture about health care. With that as a foundation let’s look at the pros and cons of the Obama administration health care reform proposals and let’s look at the concepts put forth by the Republicans?Access to state of the art health care services is something we can all agree would be a good thing for this country. Experiencing a serious illness is one of life’s major challenges and to face it without the means to pay for it is positively frightening. But as we shall see, once we know the facts, we will find that achieving this goal will not be easy without our individual contribution.These are the themes I will touch on to try to make some sense out of what is happening to American health care and the steps we can personally take to make things better.
A recent history of American health care – what has driven the costs so high?
Key elements of the Obama health care plan
The Republican view of health care – free market competition
Universal access to state of the art health care – a worthy goal but not easy to achieve
what can we do?
First, let’s get a little historical perspective on American health care. This is not intended to be an exhausted look into that history but it will give us an appreciation of how the health care system and our expectations for it developed. What drove costs higher and higher?To begin, let’s turn to the American civil war. In that war, dated tactics and the carnage inflicted by modern weapons of the era combined to cause ghastly results. Not generally known is that most of the deaths on both sides of that war were not the result of actual combat but to what happened after a battlefield wound was inflicted. To begin with, evacuation of the wounded moved at a snail’s pace and this caused severe delays in treating the wounded. Secondly, many wounds were subjected to wound care, related surgeries and/or amputations of the affected limbs and this often resulted in the onset of massive infection. So you might survive a battle wound only to die at the hands of medical care providers who although well-intentioned, their interventions were often quite lethal. High death tolls can also be ascribed to everyday sicknesses and diseases in a time when no antibiotics existed. In total something like 600,000 deaths occurred from all causes, over 2% of the U.S. population at the time!Let’s skip to the first half of the 20th century for some additional perspective and to bring us up to more modern times. After the civil war there were steady improvements in American medicine in both the understanding and treatment of certain diseases, new surgical techniques and in physician education and training. But for the most part the best that doctors could offer their patients was a “wait and see” approach. Medicine could handle bone fractures and increasingly attempt risky surgeries (now largely performed in sterile surgical environments) but medicines were not yet available to handle serious illnesses. The majority of deaths remained the result of untreatable conditions such as tuberculosis, pneumonia, scarlet fever and measles and/or related complications. Doctors were increasingly aware of heart and vascular conditions, and cancer but they had almost nothing with which to treat these conditions.This very basic review of American medical history helps us to understand that until quite recently (around the 1950′s) we had virtually no technologies with which to treat serious or even minor ailments. Here is a critical point we need to understand; “nothing to treat you with means that visits to the doctor if at all were relegated to emergencies so in such a scenario costs are curtailed. The simple fact is that there was little for doctors to offer and therefore virtually nothing to drive health care spending. A second factor holding down costs was that medical treatments that were provided were paid for out-of-pocket, meaning by way of an individuals personal resources. There was no such thing as health insurance and certainly not health insurance paid by an employer. Except for the very destitute who were lucky to find their way into a charity hospital, health care costs were the responsibility of the individual.What does health care insurance have to do with health care costs? Its impact on health care costs has been, and remains to this day, absolutely enormous. When health insurance for individuals and families emerged as a means for corporations to escape wage freezes and to attract and retain employees after World War II, almost overnight a great pool of money became available to pay for health care. Money, as a result of the availability of billions of dollars from health insurance pools, encouraged an innovative America to increase medical research efforts. More Americans became insured not only through private, employer sponsored health insurance but through increased government funding that created Medicare and Medicaid (1965). In addition funding became available for expanded veterans health care benefits. Finding a cure for almost anything has consequently become very lucrative. This is also the primary reason for the vast array of treatments we have available today.I do not wish to convey that medical innovations are a bad thing. Think of the tens of millions of lives that have been saved, extended, enhanced and made more productive as a result. But with a funding source grown to its current magnitude (hundreds of billions of dollars annually) upward pressure on health care costs are inevitable. Doctor’s offer and most of us demand and get access to the latest available health care technology in the form of pharmaceuticals, medical devices, diagnostic tools and surgical procedures. So the result is that there is more health care to spend our money on and until very recently most of us were insured and the costs were largely covered by a third-party (government, employers). Add an insatiable and unrealistic public demand for access and treatment and we have the “perfect storm” for higher and higher health care costs. And by and large the storm is only intensifying.At this point, let’s turn to the key questions that will lead us into a review and hopefully a better understanding of the health care reform proposals in the news today. Is the current trajectory of U.S. health care spending sustainable? Can America maintain its world competitiveness when 16%, heading for 20% of our gross national product is being spent on health care? What are the other industrialized countries spending on health care and is it even close to these numbers? When we add politics and an election year to the debate, information to help us answer these questions become critical. We need to spend some effort in understanding health care and sorting out how we think about it. Properly armed we can more intelligently determine whether certain health care proposals might solve or worsen some of these problems. What can be done about the challenges? How can we as individuals contribute to the solutions?The Obama health care plan is complex for sure – I have never seen a health care plan that isn’t. But through a variety of programs his plan attempts to deal with a) increasing the number of American that are covered by adequate insurance (almost 50 million are not), and b) managing costs in such a manner that quality and our access to health care is not adversely affected. Republicans seek to achieve these same basic and broad goals, but their approach is proposed as being more market driven than government driven. Let’s look at what the Obama plan does to accomplish the two objectives above. Remember, by the way, that his plan was passed by congress, and begins to seriously kick-in starting in 2014. So this is the direction we are currently taking as we attempt to reform health care.
Through insurance exchanges and an expansion of Medicaid,the Obama plan dramatically expands the number of Americans that will be covered by health insurance.
To cover the cost of this expansion the plan requires everyone to have health insurance with a penalty to be paid if we don’t comply. It will purportedly send money to the states to cover those individuals added to state-based Medicaid programs.
To cover the added costs there were a number of new taxes introduced, one being a 2.5% tax on new medical technologies and another increases taxes on interest and dividend income for wealthier Americans.
The Obama plan also uses concepts such as evidence-based medicine, accountable care organizations, comparative effectiveness research and reduced reimbursement to health care providers (doctors and hospitals) to control costs.The insurance mandate covered by points 1 and 2 above is a worthy goal and most industrialized countries outside of the U.S. provide “free” (paid for by rather high individual and corporate taxes) health care to most if not all of their citizens. It is important to note, however, that there are a number of restrictions for which many Americans would be culturally unprepared. Here is the primary controversial aspect of the Obama plan, the insurance mandate. The U.S. Supreme Court recently decided to hear arguments as to the constitutionality of the health insurance mandate as a result of a petition by 26 states attorney’s general that congress exceeded its authority under the commerce clause of the U.S. constitution by passing this element of the plan. The problem is that if the Supreme Court should rule against the mandate, it is generally believed that the Obama plan as we know it is doomed. This is because its major goal of providing health insurance to all would be severely limited if not terminated altogether by such a decision.As you would guess, the taxes covered by point 3 above are rather unpopular with those entities and individuals that have to pay them. Medical device companies, pharmaceutical companies, hospitals, doctors and insurance companies all had to “give up” something that would either create new revenue or would reduce costs within their spheres of control. As an example, Stryker Corporation, a large medical device company, recently announced at least a 1,000 employee reduction in part to cover these new fees. This is being experienced by other medical device companies and pharmaceutical companies as well. The reduction in good paying jobs in these sectors and in the hospital sector may rise as former cost structures will have to be dealt with in order to accommodate the reduced rate of reimbursement to hospitals. Over the next ten years some estimates put the cost reductions to hospitals and physicians at half a trillion dollars and this will flow directly to and affect the companies that supply hospitals and doctors with the latest medical technologies. None of this is to say that efficiencies will not be realized by these changes or that other jobs will in turn be created but this will represent painful change for a while. It helps us to understand that health care reform does have an effect both positive and negative.Finally, the Obama plan seeks to change the way medical decisions are made. While clinical and basic research underpins almost everything done in medicine today, doctors are creatures of habit like the rest of us and their training and day-to-day experiences dictate to a great extent how they go about diagnosing and treating our conditions. Enter the concept of evidence-based medicine and comparative effectiveness research. Both of these seek to develop and utilize data bases from electronic health records and other sources to give better and more timely information and feedback to physicians as to the outcomes and costs of the treatments they are providing. There is great waste in health care today, estimated at perhaps a third of an over 2 trillion dollar health care spend annually. Imagine the savings that are possible from a reduction in unnecessary test and procedures that do not compare favorably with health care interventions that are better documented as effective. Now the Republicans and others don’t generally like these ideas as they tend to characterize them as “big government control” of your and my health care. But to be fair, regardless of their political persuasions, most people who understand health care at all, know that better data for the purposes described above will be crucial to getting health care efficiencies, patient safety and costs headed in the right direction.A brief review of how Republicans and more conservative individuals think about health care reform. I believe they would agree that costs must come under control and that more, not fewer Americans should have access to health care regardless of their ability to pay. But the main difference is that these folks see market forces and competition as the way to creating the cost reductions and efficiencies we need. There are a number of ideas with regard to driving more competition among health insurance companies and health care providers (doctors and hospitals) so that the consumer would begin to drive cost down by the choices we make. This works in many sectors of our economy but this formula has shown that improvements are illusive when applied to health care. Primarily the problem is that health care choices are difficult even for those who understand it and are connected. The general population, however, is not so informed and besides we have all been brought up to “go to the doctor” when we feel it is necessary and we also have a cultural heritage that has engendered within most of us the feeling that health care is something that is just there and there really isn’t any reason not to access it for whatever the reason and worse we all feel that there is nothing we can do to affect its costs to insure its availability to those with serious problems.OK, this article was not intended to be an exhaustive study as I needed to keep it short in an attempt to hold my audience’s attention and to leave some room for discussing what we can do contribute mightily to solving some of the problems. First we must understand that the dollars available for health care are not limitless. Any changes that are put in place to provide better insurance coverage and access to care will cost more. And somehow we have to find the revenues to pay for these changes. At the same time we have to pay less for medical treatments and procedures and do something to restrict the availability of unproven or poorly documented treatments as we are the highest cost health care system in the world and don’t necessarily have the best results in terms of longevity or avoiding chronic diseases much earlier than necessary.I believe that we need a revolutionary change in the way we think about health care, its availability, its costs and who pays for it. And if you think I am about to say we should arbitrarily and drastically reduce spending on health care you would be wrong. Here it is fellow citizens – health care spending needs to be preserved and protected for those who need it. And to free up these dollars those of us who don’t need it or can delay it or avoid it need to act. First, we need to convince our politicians that this country needs sustained public education with regard to the value of preventive health strategies. This should be a top priority and it has worked to reduce the number of U.S. smokers for example. If prevention were to take hold, it is reasonable to assume that those needing health care for the myriad of life style engendered chronic diseases would decrease dramatically. Millions of Americans are experiencing these diseases far earlier than in decades past and much of this is due to poor life style choices. This change alone would free up plenty of money to handle the health care costs of those in dire need of treatment, whether due to an acute emergency or chronic condition.Let’s go deeper on the first issue. Most of us refuse do something about implementing basic wellness strategies into our daily lives. We don’t exercise but we offer a lot of excuses. We don’t eat right but we offer a lot of excuses. We smoke and/or we drink alcohol to excess and we offer a lot of excuses as to why we can’t do anything about managing these known to be destructive personal health habits. We don’t take advantage of preventive health check-ups that look at blood pressure, cholesterol readings and body weight but we offer a lot of excuses. In short we neglect these things and the result is that we succumb much earlier than necessary to chronic diseases like heart problems, diabetes and high blood pressure. We wind up accessing doctors for these and more routine matters because “health care is there” and somehow we think we have no responsibility for reducing our demand on it.It is difficult for us to listen to these truths but easy to blame the sick. Maybe they should take better care of themselves! Well, that might be true or maybe they have a genetic condition and they have become among the unfortunate through absolutely no fault of their own. But the point is that you and I can implement personalized preventive disease measures as a way of dramatically improving health care access for others while reducing its costs. It is far better to be productive by doing something we can control then shifting the blame.There are a huge number of free web sites available that can steer us to a more healthful life style. A soon as you can, “Google” “preventive health care strategies”, look up your local hospital’s web site and you will find more than enough help to get you started. Finally, there is a lot to think about here and I have tried to outline the challenges but also the very powerful effect we could have on preserving the best of America’s health care system now and into the future. I am anxious to hear from you and until then – take charge and increase your chances for good health while making sure that health care is there when we need it.

Digital marketing services are the latest way of marketing. They provide a 360-degree view of the marketing sphere and can help you to ensure that you reach your goals.Digital Marketing is a tricky area, where you need to take into account many factors in order to succeed. That’s why it’s important to hire a company that has expertise in this field and can help you plan your strategy for lead generation.One of the most important aspects of digital marketing is lead generation, which is why it needs careful planning and implementation.How to create Strategies for Leads GenerationDigital marketing services are a type of service that typically offers a selection of digital marketing options, such as email marketing, social media advertising, pay-per-click advertising, and search engine optimization.A successful strategy for lead generation is one that offers an ROI to the client and the provider. The provider should be able to get a return on their investment by getting the desired level of sales or leads from the client. The client needs to be able to get sufficient data on which they can base their campaign decision-making process.Identify your customersIn today’s digital world, customers are no longer satisfied with a one-way conversation. They want to be active participants in the way your business runs. In order to meet their expectations, you need to identify your customers and understand what they want from your company.The first step is understanding who your customers are and their needs. After that, create a dialogue with them by providing them with what they want and need from your company. If you do this, they will likely become a happy customer who will continue to use your services for a long time because now they feel like part of the team.Decide your budgetOne of the most important things to consider when choosing a company for your marketing needs is how much you are willing to spend. Marketing services can range anywhere from $25 per hour for digital marketing services to much more than that?There are three main factors that affect cost: the time spent on certain tasks; what will be delivered; and the number of assets the company has at its disposal. When it comes down to it, you want to compare apples with apples when comparing what will be delivered and how many assets are used by different companies in order to get a true comparison of what is possible for your budget.Use right platformAs a business owner, you should always choose the right platform for lead generation. The digital marketing services that you choose to use should be a perfect fit for your company and your needs.You can generate leads from social media, email marketing, search engine optimization, and many other sources. Each of these channels has advantages and disadvantages that you should be aware of before making any decisions.Hire good companyDigital marketing services are essential to the success of any company. They are important for businesses of all sizes, from startups to multinationals.One such service that digital agencies provide is SEO (search engine optimization). SEO is a huge part of digital marketing as it helps companies rank higher in SERPs (search engine result pages) and attract more customers.Digital agencies also provide other services such as social media marketing, content management, and design, web development, and app development.Target your customersThese days, it’s not just about the product. If a company doesn’t have a digital strategy, they are going to lose a lot of potential customers.What is the value of a company without reaching its customers? Without identifying your target audience and targeting them, you can’t sell your products and services effectively. The first step to solving this issue is knowing who your customer is. There are three different types of people that you might need to sell to:Prepare your strategyThe first thing that you have to do is to figure out what your marketing goals are. Then you have to set up a strategy for reaching these goals.The marketing strategy needs to be well-defined and focused on the needs of the business. It has to be feasible, achievable, and sustainable for future development.Strategies should have a clear focus on ROI, KPIs, and conversion rates. For example, setting up a Facebook page with the objective of increasing website traffic over the next year is not enough if you don’t know how it will happen or if it’s realistic.A digital marketing services company can help you with this process by providing high-quality digital marketing plans with step-by-step instructions for execution at reasonable costs.Increase your growthDigital marketing services have the potential to help you grow your business.Digital marketing services have been in demand in recent years with a huge increase in usage and revenue.This has been a result of the fact that people are increasingly turning to digital channels for shopping, banking, and other services. It’s also because of the increased competition from traditional media outlets such as TV, print publications, and radio.This is why it’s important for businesses to invest in digital marketing services from an experienced company like ours. We’ll work on strategies and campaigns that will help you reach new audiences and gain more sales leads.Monetarize your customersDigital marketing services are in demand in this age of digital transformation. As customers are getting digital savvy, marketers need to find new ways to bring them back into the store or stay in contact with them. The rise of social media platforms has led to a huge increase in customer awareness. Digital marketing strategies have become important for businesses looking to retain customers and create loyal customers.The best way for companies looking to monetize their customers is through free offers. These free offers can range from discounts or trials on subscription-based products, access to reports, coupons or vouchers for your products, etc.

Aetna Health Insurance announced they are leaving the California marketplace for individual and family plans. The end date of all their plans is December 31, 2013. All 49,000 Aetna clients still have six months to figure out what health plan they should move to. In this article we’ll give you a simple mapping that recommends which plans you should move to based upon the Aetna health plan you currently have, a “gotcha” to watch out for, and a couple of silver linings to feel good about.The simplest way to replace your Aetna Health Insurance is to simply look for an alternative plan with the same (or similar) deductible amount. The recommendations below will make that easy to do. With just a little more effort, you could re-think what you need in yearly medical benefits and pick a plan the is a better fit for your current needs. Either way, you should be able to find a good solution listed below.Aetna Health Insurance Underwriting Is More LenientThis will be the gotcha for some people. Aetna has always been more willing to accept people with some health conditions. I know a number of my clients are in Aetna plans because they had specific health conditions that the other carriers either would not accept, or would “rate” much higher than Aetna. So this is something you have to be aware of and be careful about.If you have existing health conditions, or are “too short” (okay… a little over-weight), or have a rated plan with Aetna, then you should definitely talk to a broker before you apply with another health insurance company. You’ll want to have the broker do Pre-Screen Requests for you to see how the other insurance companies will treat your application.It’s important to do the pre-screen step first, because if you just pick a health plan, apply for it, and then get declined or rated even higher, it will be very hard to get other insurance companies to consider your application.Let’s start mapping replacement plans…Aetna Open Access MC Value Plan AlternativesThe Aetna Open Access Value plans are Aetna’s low-cost option. The Value plans offer a number of different deductibles, $8,000, $5,000, $2,500, and provide 3 office visits for a simple copay, and coverage for Generic prescriptions.This plan description matches very closely to what is offered in the Anthem Blue Cross SmartSense plans. If you only need two office visits rather than three, then the best choices are the Health Net PPO Advantage plans and the ClearProtection plan from Anthem Blue Cross.If cost of the plan is one of your major factors, then here is how the alternative plans above should be used.
Health Net PPO Advantage 3500 – offers the best overall value (cost vs benefits)
Health Net PPO Advantage 6500 – is usually the lowest cost option
Anthem Blue Cross ClearProtection 3300 – Anthem’s lowest cost solution
Anthem Blue Cross SmartSense 6000 – closest match to Aetna’s Open Access Value 8000, but lower cost
Anthem Blue Cross SmartSense 3500, 2000, 1000 – if you feel more comfortable with lower deductibles
In the majority of cases, the alternative plans from Anthem and Health Net will be lower cost than the comparable Aetna Value plans. You’ll need to review health insurance quotes to see how the pricing looks for your location in California.Aetna alternative plans from all major health insurance companies in California. The best plans!Aetna Open Access MC Plan AlternativesThe Open Access plans are Aetna’s high-end offerings. These plans offered unlimited office visits for just a copay, provided both Generic and Brand name prescription coverage, and offered deductibles of 5,000, 3,500, 2,750, and 1,750.The best mappings of the Open Access plans are the following:
Cigna Open Access Value plans – Cigna’s entry plans, but very similar to the Aetna plans but without brand name prescription coverage
Anthem Blue Cross Premier plans – these plans are the top of the line from Anthem
Cigna Open Access plans – the high-end Cigna plans
Blue Shield Shield Secure Plus plans – Blue Shield’s top end plans
Health Net does not have any plans that provide unlimited office visits and coverage of brand name prescriptions, so there are no options listed.Aetna Open Access MC High Deductible Plan (HSA Compatible) AlternativesThese are Aetna’s entry in the Health Savings Account (HSA) compatible market. Like all HSA plans, they provide no benefits except zero-cost preventive care until after you reach the deductible. The plans come with two deductibles, either 5,500 or $3,500.The mappings for these HSA plans is the following:
Health Net CFB HSA 4500 plan – this is the best value HSA plan in the market
Health Net CFB HSA 6000 plan – this is the overall lowest cost HSA plan
Blue Shield Saver HSA plans – these are lower cost than the other non-Health Net HSA plans
Cigna Health Savings 4900 plan – good general purpose plan
Anthem Blue Cross Lumenos 5950 plan – Anthem’s last remaining HSA plan
Are You Looking For Lower Out Of Pocket Risk?Some shoppers may be looking to lower premiums AND lower the OOPM’s they have had in the past. If this is your wish, then here are a couple of options you should explore:
Health Net CFB PPO Standard plans – the OOPM in these plans is equal to the deductible, and 2 office visits for a copay
Cigna Open Access Value 5000/100% – the OOPM is the same as the deductible, and the plan offers unlimited office visits
These alternative plans will cost a little more than the direct replacement options listed in the sections above. However, the attractiveness of having lower risk if an accident or a medical condition starts is very compelling.Silver Linings In The California Aetna Health Insurance DecisionI believe that Aetna is just the first in a line of large and small health insurance companies that will leave the California individual and family health insurance marketplace over the next 3-5 years. Aetna had a very small market share, and would have a hard time competing with the insurance companies that dominate the California market. So having Aetna leave now will reduce the turbulence we see during the Health Care Reform roll-out later this fall.The first silver lining in all of this is that Aetna plans tend to have very high Out-Of-Pocket Maximums (OOPM). As an example, for a family, the Open Access Value 8000 plan has an OOPM of $25,000, while the Anthem Blue Cross SmartSense 6000 plan and the ealth Net PPO Advantage 6500 have a $19,000 OOPM.This is one of the reasons people have stayed away from new Aetna plans unless no other health insurance company would accept them. There are plenty of plans from Health Net, Anthem Blue Cross, Cigna, and Blue Shield that will have lower OOPM’s than the Aetna plans.The last silver lining of this change at Aetna, is that Aetna plans have not been very competitive the last couple of years. So changing to comparable plans will give you a reduction in premiums. With the information we’ve given you above, you should be able to find a good Aetna replacement plan, now go forth and prosper.Aetna alternative plans from all major health insurance companies in California. The best plans!

If you enjoy being on the inside track, then a career in entertainment technology could be the perfect choice. Entertainment technology graduates are qualified to work behind the scenes on entertainment productions, ensuring that performances are enhanced by lights, sets, sound and multimedia effects. And this could serve as quite the exciting job for anyone that just can’t get enough of the entertainment industry. Now they get to experience it up close and personal. If you have strong problem-solving skills, a solid grasp of digital technology and are comfortable with physics and math, a career in entertainment technology could be in your future.Lighting and sound technicians and audio video (AV) technicians are in demand for theatrical productions, trade show exhibits, theme park operations as well as film and television productions. They also can find jobs as marketing representatives for equipment manufacturers and as support technicians for equipment rental companies. In addition to installing equipment and operating light and sound boards, many entertainment technologists design lighting, sound and video effects for stage and film productions. They may also design and install control systems for theme parks, casinos and clubs. Once lighting, sound and video systems are in operation, entertainment technicians are often called in for fine tuning or to trouble shoot for problems.Due to the technical aspects of the job, there is usually a high demand for skilled lighting, sound and AV technicians. Many entertainment technology students gain practical experience by completing an internship or summer job. By the time they graduate, entertainment technology students should be familiar with some the of the leading software packages that are used for lighting, sound and AV system design and control.Scenic technicians construct sets for theatrical, television and film productions as well as commercials, advertisements, theme parks and trade show displays. They play an important role in the creation of the “world” of a production or display, working with a set designer to create scenery from scale models and drawings. Scenic technicians must be comfortable working with computer-aided design tools (CAD) as well as traditional drafting techniques. They are qualified for jobs in the scene shop of a theater or studio, working as a carpenter, painter, plasterer or welder.With a few years experience, entertainment technicians can move into positions as technical directors or production tour managers, evaluating lighting, sound, AV and scenic designs and determining how they fit into the overall vision, schedule and budget of a production.

A recent news article made a comment about ‘the lonely world online’, which is quite an unusual idea given the prolific nature of the internet. How can it be lonely? It turns out to be referring to the whopping four out of ten British businesses with a website but zero visitors. Weighing in to add my pennyworth, I wrote an article about business online – how to attract online visitors like bees to a honeypot, and I wasn’t finished yet, so here are some more secrets!To begin with, I had to get my head around the fact that it was possible for businesses online not to have attracted a single visitor – the whole idea of going ‘online’ was to gear business to the worldwide market place and reach beyond the normal boundaries of your city etc. But then I began to realize that businesses were just that, businesses, and probably not into furthering their online education to figuring out what makes a website work.So, I jotted down four honeypot secrets to attracting and keeping visitors in a business online, which were:1) You have to take responsibility to make your website work – not the designer2) Create great words that work – good copy skill is essential in attracting visitors3) Tell your visitor what’s in it for them – they aren’t particularly interested in cold facts.4) Tell them WHY they need your product or service. Learn to link the facts with the benefits.Of course, these ideas are just the tip of the iceberg, and making your business online a success is a bit of a balancing act. So I dug up a few more honeypot secrets to attracting online visitors which are:a) Grab your browser’s attention with a great headline. This is the very first thing they will see and decides whether they stay or go. There are several types of headlines including:
Call to action eg: “Sign up here for the latest news on oxygen….”
Question eg: “How much is oxygen worth paying for?”
How to eg: “How to get free oxygen”
Which one would you guess is the most popular? It seems that people are so inquisitive, they just have to know the “how to” for just about everything!b) Tell your customer what you want them to do. The average browser may give your business online 10 seconds of his time, so you don’t want him to go away just having had a good read – tell him specifically what you are after. Do you want his email address to send him more info? Do you want him to buy your product now? Do you want him to sign up for your free newsletter? Whatever the next step is, tell him in the first few paragraphs so that if he doesn’t scroll down further, he knows.c) Be Google aware. Google bots do a lot of comparison between the websites that are linked to your site and also the relevance of the keywords you are using to your online business content. Attracting online visitors means balancing keyword research with relevance and giving your target customers good content – when they type in a particular search phrase, your website has a good answer ready and waiting.If you are new to business online, have you thought how you can further your online education to stay abreast of trends etc? The answer is by investing in learning new skills. Find out now how one online centre can supply you with everything you need to know to build a great business online. iMMACC is totally geared to showing both beginners and seasoned business owners how to market and sell any product using over 50 methods and strategies both online and offline. As an added bonus, you also get a free business to promote. I hope my ‘more honeypot secrets to attracting online visitors’ has been helpful.

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Summary
SPDN is not the largest or oldest way to short the S&P 500, but it’s a solid choice.
This ETF uses a variety of financial instruments to target a return opposite that of the S&P 500 Index.
SPDN’s 0.49% Expense Ratio is nearly half that of the larger, longer-tenured -1x Inverse S&P 500 ETF.
Details aside, the potential continuation of the equity bear market makes single-inverse ETFs an investment segment investor should be familiar with.
We rate SPDN a Strong Buy because we believe the risks of a continued bear market greatly outweigh the possibility of a quick return to a bull market.
Put a gear stick into R position, (Reverse).
Birdlkportfolio

By Rob Isbitts

Summary
The S&P 500 is in a bear market, and we don’t see a quick-fix. Many investors assume the only way to navigate a potentially long-term bear market is to hide in cash, day-trade or “just hang in there” while the bear takes their retirement nest egg.

The Direxion Daily S&P 500® Bear 1X ETF (NYSEARCA:SPDN) is one of a class of single-inverse ETFs that allow investors to profit from down moves in the stock market.

SPDN is an unleveraged, liquid, low-cost way to either try to hedge an equity portfolio, profit from a decline in the S&P 500, or both. We rate it a Strong Buy, given our concern about the intermediate-term outlook for the global equity market.

Strategy
SPDN keeps it simple. If the S&P 500 goes up by X%, it should go down by X%. The opposite is also expected.

Proprietary ETF Grades
Offense/Defense: Defense

Segment: Inverse Equity

Sub-Segment: Inverse S&P 500

Correlation (vs. S&P 500): Very High (inverse)

Expected Volatility (vs. S&P 500): Similar (but opposite)

Holding Analysis
SPDN does not rely on shorting individual stocks in the S&P 500. Instead, the managers typically use a combination of futures, swaps and other derivative instruments to create a portfolio that consistently aims to deliver the opposite of what the S&P 500 does.

Strengths
SPDN is a fairly “no-frills” way to do what many investors probably wished they could do during the first 9 months of 2022 and in past bear markets: find something that goes up when the “market” goes down. After all, bonds are not the answer they used to be, commodities like gold have, shall we say, lost their luster. And moving to cash creates the issue of making two correct timing decisions, when to get in and when to get out. SPDN and its single-inverse ETF brethren offer a liquid tool to use in a variety of ways, depending on what a particular investor wants to achieve.

Weaknesses
The weakness of any inverse ETF is that it does the opposite of what the market does, when the market goes up. So, even in bear markets when the broader market trend is down, sharp bear market rallies (or any rallies for that matter) in the S&P 500 will cause SPDN to drop as much as the market goes up.

Opportunities
While inverse ETFs have a reputation in some circles as nothing more than day-trading vehicles, our own experience with them is, pardon the pun, exactly the opposite! We encourage investors to try to better-understand single inverse ETFs like SPDN. While traders tend to gravitate to leveraged inverse ETFs (which actually are day-trading tools), we believe that in an extended bear market, SPDN and its ilk could be a game-saver for many portfolios.

Threats
SPDN and most other single inverse ETFs are vulnerable to a sustained rise in the price of the index it aims to deliver the inverse of. But that threat of loss in a rising market means that when an investor considers SPDN, they should also have a game plan for how and when they will deploy this unique portfolio weapon.

Proprietary Technical Ratings
Short-Term Rating (next 3 months): Strong Buy

Long-Term Rating (next 12 months): Buy

Conclusions
ETF Quality Opinion
SPDN does what it aims to do, and has done so for over 6 years now. For a while, it was largely-ignored, given the existence of a similar ETF that has been around much longer. But the more tenured SPDN has become, the more attractive it looks as an alternative.

ETF Investment Opinion

SPDN is rated Strong Buy because the S&P 500 continues to look as vulnerable to further decline. And, while the market bottomed in mid-June, rallied, then waffled since that time, our proprietary macro market indicators all point to much greater risk of a major decline from this level than a fast return to bull market glory. Thus, SPDN is at best a way to exploit and attack the bear, and at worst a hedge on an otherwise equity-laden portfolio.