2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
The document discusses various AI tools from OpenAI like GPT-3 and DALL-E 2, as well as ChatGPT. It explores how search engines are using AI and things to consider around AI-generated content. Potential SEO uses of ChatGPT are also presented, such as generating content at scale, conducting topic research, and automating basic coding tasks. The document encourages further reading on using ChatGPT for SEO purposes.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
This session highlights best practices and lessons learned for U.S. Bike Route System designation, as well as how and why these routes should be integrated into bicycle planning at the local and regional level.
Presenters:
Presenter: Kevin Luecke Toole Design Group
Co-Presenter: Virginia Sullivan Adventure Cycling Association
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
Has your project been caught in a storm of deadlines, clashing requirements, and the need to change course halfway through? If yes, then check out how the administration team navigated through all of this, relocating 160 people from 3 countries and opening 2 offices during the most turbulent time in the last 20 years. Belka Games’ Chief Administrative Officer, Katerina Rudko, will share universal approaches and life hacks that can help your project survive unstable periods when there seem to be too many tasks and a lack of time and people.
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellSaba Software
According to the latest State of the American Manager report from Gallup, employees who have regular meetings with their managers are almost three times as likely to be engaged as those who don’t. These regular check-ins keep managers and employees in sync and aligned. Want to see better manager/employee relationships in your organisation? Then make an all-in commitment to 1:1 meetings. Not sure how? You’ve come to the right place.
In this webinar with Jamie Resker, Founder and Practice Leader for Employee Performance Solutions (EPS), and Teala Wilson, Talent Management Consultant at Saba Software, you’ll get the inside track on how to hold effective 1:1 meetings, including tips for getting managers on board.
• Go beyond discussing the status of everyday work to higher level topics, including recognition, performance, development, and career aspirations
• Learn how to decide meeting frequency, what to cover, as well as roles and responsibilities of the manager and employee
• Understand how managers can build trust and make it comfortable for employees to provide upward feedback
• Unite your organisation with a unified approach to 1:1 meetings
Join us for this 1-hour webinar to get practical tips for building better manager-employee relationships with intention and purpose.
About the Speakers
Jamie Resker - Founder and Practice Leader for Employee Performance Solutions (EPS)
Jamie Resker, Practice Leader and Founder of Employee Performance Solutions, is a recognized innovator in performance management. She is the originator of the-the Performance Continuum Feedback Method® and Conversations to Optimize Employee Performance training program; tools and training that reshape communications between managers and employees to drive and align performance. Jamie is on the faculty for the Northeast Human Resources Association, is a contributor to Halogen Software's Talent Space Blog, and is an editorial advisory board member for HR Examiner.
Teala Wilson - Senior Consultant, Strategic Services, Saba Software
Teala is a Talent Management Consultant at Halogen Software, now a part of Saba Software. She has worked with teams on a national and global level supporting human resources in areas such as performance management, recruitment, employee benefit programs, training and talent development, workforce planning and internal communications. Teala also has a personal passion for visual arts and design.
Want to learn more? Join us for an upcoming Product Tour!
http://bit.ly/2yitfqu
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
The document discusses various AI tools from OpenAI like GPT-3 and DALL-E 2, as well as ChatGPT. It explores how search engines are using AI and things to consider around AI-generated content. Potential SEO uses of ChatGPT are also presented, such as generating content at scale, conducting topic research, and automating basic coding tasks. The document encourages further reading on using ChatGPT for SEO purposes.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
This session highlights best practices and lessons learned for U.S. Bike Route System designation, as well as how and why these routes should be integrated into bicycle planning at the local and regional level.
Presenters:
Presenter: Kevin Luecke Toole Design Group
Co-Presenter: Virginia Sullivan Adventure Cycling Association
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
Has your project been caught in a storm of deadlines, clashing requirements, and the need to change course halfway through? If yes, then check out how the administration team navigated through all of this, relocating 160 people from 3 countries and opening 2 offices during the most turbulent time in the last 20 years. Belka Games’ Chief Administrative Officer, Katerina Rudko, will share universal approaches and life hacks that can help your project survive unstable periods when there seem to be too many tasks and a lack of time and people.
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellSaba Software
According to the latest State of the American Manager report from Gallup, employees who have regular meetings with their managers are almost three times as likely to be engaged as those who don’t. These regular check-ins keep managers and employees in sync and aligned. Want to see better manager/employee relationships in your organisation? Then make an all-in commitment to 1:1 meetings. Not sure how? You’ve come to the right place.
In this webinar with Jamie Resker, Founder and Practice Leader for Employee Performance Solutions (EPS), and Teala Wilson, Talent Management Consultant at Saba Software, you’ll get the inside track on how to hold effective 1:1 meetings, including tips for getting managers on board.
• Go beyond discussing the status of everyday work to higher level topics, including recognition, performance, development, and career aspirations
• Learn how to decide meeting frequency, what to cover, as well as roles and responsibilities of the manager and employee
• Understand how managers can build trust and make it comfortable for employees to provide upward feedback
• Unite your organisation with a unified approach to 1:1 meetings
Join us for this 1-hour webinar to get practical tips for building better manager-employee relationships with intention and purpose.
About the Speakers
Jamie Resker - Founder and Practice Leader for Employee Performance Solutions (EPS)
Jamie Resker, Practice Leader and Founder of Employee Performance Solutions, is a recognized innovator in performance management. She is the originator of the-the Performance Continuum Feedback Method® and Conversations to Optimize Employee Performance training program; tools and training that reshape communications between managers and employees to drive and align performance. Jamie is on the faculty for the Northeast Human Resources Association, is a contributor to Halogen Software's Talent Space Blog, and is an editorial advisory board member for HR Examiner.
Teala Wilson - Senior Consultant, Strategic Services, Saba Software
Teala is a Talent Management Consultant at Halogen Software, now a part of Saba Software. She has worked with teams on a national and global level supporting human resources in areas such as performance management, recruitment, employee benefit programs, training and talent development, workforce planning and internal communications. Teala also has a personal passion for visual arts and design.
Want to learn more? Join us for an upcoming Product Tour!
http://bit.ly/2yitfqu
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Candidosi orale e Lichen: diagnosi e terapia
1. Candidosi orale e lichen:
diagnosi e terapia
Dr. Massimo Palermo
Dr.ssa M.Letizia Gallo
Ordine Provinciale di Roma dei
Medici Chirurghi e degli Odontoiatri
12 gennaio 2007
sabato 10 marzo 18
2. M.P. – M.L.G.
Candidosi orale
• Infezione micotica delle mucose e della cute del
cavo orale: agente etiologico Candida
• Miceti organismi eucarioti, unicellulari (lieviti) o
pluricellulari (muffe), aerobi o anerobi facoltativi,
immobili, chemiosintetici
• Saprofiti simbionti in particolari fasi patogeni con
cambiamento della struttura e dei meccanismi di
regolazione della membrana citoplasmatica
sabato 10 marzo 18
3. M.P. – M.L.G.
Candidosi orale
• Patogenesi in relazione a fattori locali e
sistemici
• Manifestazioni acute e croniche
• Associazione con leucoplachia (da candida)
e carcinoma squamocellulare
sabato 10 marzo 18
4. M.P. – M.L.G.
Candidosi orale: fattori predisponenti
• Immaturità immunitaria dell’infanzia
• Disturbi endocrini
• Terapia con corticosteroidi (topica e/o generale)
• Terapia antibiotica
• Chemio e/o radioterapia
• Xerostomia
• Scarsa o assente igiene orale
• Tumori maligni in fase avanzate
• Sindromi da malnutrizione e/o malassorbimento
• Immunosoppressione o patologie da immunosoppressione
sabato 10 marzo 18
5. M.P. – M.L.G.
Candida: specie
• C. albicans
• C. krusei
• C. kefir
• C. viswanathii
• C. incospicua
• C. guillermondii
• C. tropicalis
• C. parapsilosis
• C. famata
• C. rugosa
• C. glabrata
sabato 10 marzo 18
6. M.P. – M.L.G.
Candida
• Componente della flora normale del cavo orale e
dell’intestino (40 – 60 %)
• In stato vegetativo al livello orale e vaginale in
simbiosi al Lactobacillus acidophilus
• Patogenicità debole
• La C. albicans si presenta nella forma di spore ed
ife (capace di invadere i tessuti colonizzati)
determinando le lesioni quali risultato
dell’interazione tra patogenicità del micete, stato
immunitario dell’ospite e microambiente orale
• Infezione generalmente superficiale, si estende nei
soggetti immunodepressi
sabato 10 marzo 18
8. M.P. – M.L.G.
C. Pseudomembranosa (mughetto)
• Pseudomembrane: placche
bianche costituite da detriti,
ammassi di ife e spore, cellule
desquamate
• Aspetto a cercine o tondo, simil
caseoso
• Rimuovendole, appare un’area
sottostante eritematosa
• Sintomi: bruciore e sapore
metallico
• Mucosa: orofaringea,
vestibolare, palatale, dorso
lingua
sabato 10 marzo 18
9. M.P. – M.L.G.
C. eritematosa acuta
• Aree rosse
• Mucosa: dorso linguale,
palato
• Sintomi: bruciore,
perdita delle papille
filiformi sulla lingua
• Insorgenza acuta:
es. terapia antibiotica
sabato 10 marzo 18
10. M.P. – M.L.G.
C. eritematosa cronica o atrofica
Cronica da protesi tipo II Cronica da protesi tipo III
•Aree eritematose multiple nelle zone a contatto con la protesi
•Fattore predisponente: diabete
•Ife identificabili negli strati superficiali dell’epitelio
•Terapia antibiotica
sabato 10 marzo 18
11. M.P. – M.L.G.
C. cronica iperplastica
• Rara e presente quasi
esclusivamente nei forti
fumatori
• Mucosa retrocommissurale
• Placche fortemente adese
alla mucosa, non si
distaccano allo scraping
• Considerata forma di
Leucoplachia con
superinfezione da Candida
• Diagnosi da biopsia e
colorazioni speciali (PAS)
sabato 10 marzo 18
12. M.P. – M.L.G.
C. mucocutanea
• Forma rara associata ad
alterazioni immunitarie di
origine ereditaria
• Lesioni orali associate a
quelle cutanee, ungueali e
mucose di altri distretti
• Compare nei primi anni di
vita come placche multiple
e aderenti alla mucosa
sabato 10 marzo 18
13. M.P. – M.L.G.
Cheilite angolare
• In pazienti anziani
portatori di protesi
• In pazienti sieropositivi
• Eritema, fissurazione e
desquamazione delle
commissure labiali
• Interessato nella
patogenesi anche lo
Stafilococco aureo
sabato 10 marzo 18
14. M.P. – M.L.G.
Glossite romboidea mediana
• Oggi classificata come una
Candidosi eritematosa
cronica iperplastica oppure
atrofica
• Generalmente asintomatica
• Forma romboidale c/o zona
anteriore papille
circumvallate
• Superficie liscia, nodulare o
fissurata, di consistenza
aumentata
• Colore dal bianco al rosso
sabato 10 marzo 18
15. M.P. – M.L.G.
Candidosi - HIV
• La Candidosi è considerata come criterio diagnostico e
prognostico
• Nel 50% dei casi la C. è la prima manifestazione clinica
dell’immunodeficienza
• Infezioni ripetute di gravità crescente indicano una
rapida evoluzione verso l’AIDS conclamato
• Nella > parte dei casi la C. è localizzata: aumentando
l’immunosoppressione, aumenta la diffusione negli altri
distretti
• Presente quando il numero dei linfociti T CD4+ è tra
350-450 cell/mm³ e cresce al 30-50% per livelli< 200
cell/mm³ o quando la carica virale plasmatica supera le
20.000 copie/ml, indipendentemente dal numero dei
linfociti T CD4+
sabato 10 marzo 18
16. M.P. – M.L.G.
Diagnosi
• Anamnesi
• Valutazione clinica delle lesioni
• Dimostrazione della presenza del micete
• Esame colturale (per identificare il tipo di Candida)
• Esame istologico se presenti placche iperplastiche
• Evidenziabile a fresco su striscio con idrato di potassio
al 10% → lisi cellule epiteliali →visualizzazione ife
• Colorazione mediante PAS (Acido Periodico di Shiff)
sabato 10 marzo 18
17. M.P. – M.L.G.
Trattamento
• Antimicotici topici nelle forme lievi e non
associate a immunodeficienza:
nistatina in sospensione, amfotericina in gel,
miconazolo sospensione e cmp
• Antimicotici per via sistemica, indicati nelle
immunodeficienze e nelle infezioni da HIV:
ketoconazolo, fluconazolo, itraconazolo.
sabato 10 marzo 18
18. M.P. – M.L.G.
Terapia locale
Antimicotici topici:
• Nistatina sospensione 100.000 U/ml:
4-6 sciacqui pro die per due settimane
• Amfotericina B sospensione 100 mg/ml
• Miconazolo in gel al 2 % :
¾ applicazioni die per 10 gg
• Ketoconazolo crema 3 applicazioni die per 7 gg
nel trattamento della cheilite angolare
sabato 10 marzo 18
19. M.P. – M.L.G.
Terapia sistemica
Antimicotici per via sistemica:
• Miconazolo 500mg cmp:
1 cmp da sciogliere in bocca 2 volte die per 8 gg
• Ketoconazolo cmp 200-400 mg:
1 o 2 cmp die ai pasti per 7 gg
• Fluconazolo cmp 100-200 mg:
1 o 2 cmp die ai pasti per 7 gg
• Itraconazolo cmp 200-400 mg: 1 o 2 cmp die ai
pasti per 7 gg
sabato 10 marzo 18
20. M.P. – M.L.G.
Effetti collaterali terapia
• Ketoconazolo per os
nei trattamenti prolungati tossicità epatica
• Fluconazolo induce ceppi resistenti
• Itraconazolo esplica la maggior tossicità
sabato 10 marzo 18
22. M.P. – M.L.G.
Lichen planus
Patotogia mucocutanea non
infettiva, relativamente
comune, ad etiologia
sconosciuta e decorso cronico
sabato 10 marzo 18
23. M.P. – M.L.G.
Lichen
Bianchi
• L. planus reticolare
• L. papulare
• L. planus a placca
Rossi
• L. planus atrofico
• L. planus erosivo
• L. planus bolloso
sabato 10 marzo 18
24. M.P. – M.L.G.
Lichen planus reticolare o orale LPO
• Forma comune (90%)
• Strie biancastre o
bianco-grigiastre
leggermente rilevate
(strie Wickham) sul cui
fondo è riscontrabile
una mucosa normale
• Le strie si intersecano
formando disegni
geometrici
• Sintomatologia scarsa
• Reperto accidentale
• Risponde alla terapia
farmacologica
• Mucosa geniena (1/3
posteriore) e linguale
sabato 10 marzo 18
25. M.P. – M.L.G.
Lichen papulare
• Lesioni papulari o micro-
papulari
• Consistenza solida, rilievi
circoscritti
• Colorito biancastro
• 1 mm diametro
• Lesioni uniche o associate
ad altre lesioni lichenoidi
• Mucosa geniena
sabato 10 marzo 18
26. M.P. – M.L.G.
Lichen planus a placca
• Lesioni rilevate, ipercheratosiche,
margini irregolari, superficie
granulare, circondate da lesioni
reticolari
• Si formano quando papule e strie
confluiscono tra loro e formano
placche biancastre di colore
omogeneo, lucenti alla luce
• Distribuzione multifocale,
prevalentemente sul dorso
linguale e sulla mucosa geniena
(1/3 posteriore)
sabato 10 marzo 18
27. M.P. – M.L.G.
Lichen planus atrofico
• Aree eritematose dovute
all’atrofia epiteliale
• Lesioni tipicamente
circondate dalla forma
reticolare
• Talvolta lesioni da traumi
leggeri che danno luogo alla
forma erosiva
• Dorso linguale e mucosa
geniena
sabato 10 marzo 18
28. M.P. – M.L.G.
Lichen planus erosivo
• Piccole erosioni spesso accompagnate
ad aree bianche di tipo reticolare
• Estese ulcerazioni da
disepitelizzazione con fondo necrotico
margini rilevati ed arrossati, non
particolarmente infiltranti
• Cronicità, superficie mucosa
granulosa ed eritematosa
• Sanguinanti al tatto, ricoperte da
membrana fibrinosa
• Mucosa geniena e lingua
sabato 10 marzo 18
29. M.P. – M.L.G.
Lichen planus bolloso
• 1% delle lesioni
• Bolle o vescicole di
dimensioni variabili (pochi
mm fino ad alcuni cm) che
tendono a rompersi dopo
alcuni giorni lasciando una
superficie ulcerata e
dolorosa
• Mucosa orale zona molare
(II e/o III)
• Margine laterale lingua
sabato 10 marzo 18
30. M.P. – M.L.G.
Lichen Planus Orale
Lesioni bilaterali e simmetriche
ipercheratosiche associate talvolta a
erosione ed atrofia dei tessuti di
rivestimento
sabato 10 marzo 18
31. M.P. – M.L.G.
Lichen Planus Orale
• Somiglianza con altre affezioni della mucosa
orale
• Sintomatologia a volte urente e/o dolorosa
• Potenzialità di trasformazione in cancro orale
(in associazione ad infezione da HCV)
• Nel 16% dei casi di LPO è presente lichen
cutaneo
sabato 10 marzo 18
33. M.P. – M.L.G.
Sindrome vulvovaginale-gengivale
Presenza di lichen a livello:
• Gengivale
• Vulvare
• Vaginale
• Retrazioni cicatriziali
sabato 10 marzo 18
34. M.P. – M.L.G.
Fasce di età colpite
• Quinta
• Sesta
• Picco a 55
Prevalenza sesso femminile 3 a 2
sabato 10 marzo 18
35. M.P. – M.L.G.
Patogenesi
È essenziale una modificazione dell’assetto
antigenico delle cellule dello strato basale
dell’epidermide ad opera di una noxa
patogena ancora non conosciuta
sabato 10 marzo 18
36. M.P. – M.L.G.
Noxa patogena
• Origine esogena o endogena
• Soggetti geneticamente predisposti
• Alimenti
• Batteri
• Virus
• Farmaci
• Trauma meccanico
sabato 10 marzo 18
37. M.P. – M.L.G.
Alterazione degli Ag di superficie dei cheratinociti
APC
MAST-CELL
cheratinociti
MHC-I
CD8+
MHC-II
CD4+
DISTRUZIONE DELLA MEMBRANA BASALE
IL-2
TNF
MOLECOLE DI
ADESIONE
SULL’ENDOTELIO
CAPILLARE
CHINASI
TNF-α,GRANZYMEB
M
M
P
sabato 10 marzo 18
38. M.P. – M.L.G.
Ruolo MMP
• MMP è una metallo proteinasi che a sua volta
attiva la MMP-9 che innesca e regola i
processi di apoptosi cellulare distruggendo i
cheratinociti della membrana basale epiteliale
• una deregolazione della MMP-9 potrebbe
significare l’inizio della trasformazione
neoplastica
• MMP-9 marker predittivo tumorale ?
sabato 10 marzo 18
39. M.P. – M.L.G.
CRONICIZZAZIONE PROCESSO
Limitazione attività LinfocitiT suppressor
Fenomeni infiammatori e autoimmuni
sabato 10 marzo 18
40. M.P. – M.L.G.
Lesioni lichenoidi orali LLO
Etiologia:
• Materiali dentali
• Farmaci
• Patologie sistemiche
• Problemi psico-comportamentali
• Stress
• Sostanze allergizzanti
• Diagnosticabile solo dopo individuazione, rimozione
della causa e risoluzione della patologia
sabato 10 marzo 18
41. M.P. – M.L.G.
Diagnosi differenziale
Lichen Planus Orale
LPO
• Bilaterale o diffuso
Lesioni Lichenoidi Orali
LLO
• Focale e/o monolaterale
Indistinguibili sotto il punto di vista
anatomo-patologico ed istologico
sabato 10 marzo 18
42. M.P. – M.L.G.
Dolore
L. bianchi
generalmente asintomatici
o con sensazioni di
fastidio e ruvidezza
L. rossi
• Con atrofie ed erosioni,
dolore e limitazione
funzionale
• Alla masticazione o
dopo spazzolamento
• Assunzione cibi acidi,
piccanti
• Andamento ciclico
sabato 10 marzo 18
43. M.P. – M.L.G.
Diagnosi differenziale
Forme bianche
• Leucoplachia
• Candidosi
pseudomembranosa
• Placche mucose da
sifilide secondaria
Forme rosse
• Pemfigo
• Pemfigoide
• LES
sabato 10 marzo 18
44. M.P. – M.L.G.
BLU DI TOLUIDINA
Del gruppo delle tiazine, ha proprietà metacromatiche
Procedura:
• Lavaggi ripetuti con acqua e aceto
• Applicare il colorante come sciacquo o toccatura
• Colorazione delle zone con aumento cellulare per unità di
superficie, aumento di cellule in mitosi (disgregazione
membrana cellulare), diminuzione della coesione cellulare
sabato 10 marzo 18
45. M.P. – M.L.G.
Falsi positivi
• Per ritenzione meccanica nelle zone anfrattuose
(lingua)
• Per zone di erosione con superficie ricca di
batteri
(blu di toluidina anche colorante batterico)
• In zone dove le cellule neoplastiche sono
localizzate in profondità
sabato 10 marzo 18
46. M.P. – M.L.G.
Esame istomorfologico
• Ricerca di degenerazione cellulare dello
strato basale e infiltrato linfocitario
• Immunofluorescenza
sabato 10 marzo 18
47. M.P. – M.L.G.
Immunofluorescenza
Indagine immunologica (microscopia ottica)
che utilizza sostanze fluorescenti
(isotiocianato di fluoresceina) le quali
agiscono da antigene con gli anticorpi
contenuti nel siero, realizzando un
complesso Ag-Ab visibile al microscopio a
raggi ultravioletti
sabato 10 marzo 18
48. M.P. – M.L.G.
Immunofluorescenza: metodi
Diretto ( 1 fase)
• Se l’Ag è presente in un
tessuto, l’Ab marcato con
una sostanza fluorescente vi
si fissa, creando Ag-Ab
fluorescente e visibile
• Poco sensibile
• Applicabile su tessuti
congelati
• Usato per Ag extracellulari
• Congelamento e fissativi
disperdono gli Ag di
superficie
• Indicato nel LES e in
patologie autoimmuni
Indiretto (2 fasi)
• 1) un substrato contenente Ag
noti viene messo a reagire con
il siero del paziente: gli Ab si
legano al substrato, se presenti
• 2) è aggiunta un’antiglobulina
complessata con fluorocromo
che si fissa al Ag-Ab
rendendone possibile
l’identificazione con
microscopio a fluorescenza
• Su tessuti sani e inclusi in
paraffina
sabato 10 marzo 18
49. M.P. – M.L.G.
Esami funzionalità epatica
• Associazione di LPO con Epatite C
• Ricerca del ruolo dell’HCV nella patogenesi
del lichen
• > incidenza nel bacino mediterraneo e in
Giappone
• > frequenza in queste zone del HLA-DR6 di
classe II in pazienti con LPO e HCV
• Utile nell’impostazione della terapia
sabato 10 marzo 18
50. M.P. – M.L.G.
Terapia
• Eliminazione agenti etiopatogenetici
• Terapia sintomatica: corticosteroidi (azione
antiinfiammatoria e immunosoppressiva)
• Benefici limitati al periodo di assunzione
del farmaco
• Talvolta segni clinici immutati o peggiorati
• Via sistemica e via topica
sabato 10 marzo 18
51. M.P. – M.L.G.
Sovrastima dell’evoluzione neoplastica
• In parte dipende da mancata diagnosi iniziale di
displasia lichenoide, distinguibile dal LPO solo a
livello anatomopatologico
• Tutti gli studi considerati sono stati condotti su
pazienti riferiti
• LPO va trattato comunque come patologia con >
incidenza di degenerazione maligna
• Nel 1997 OMS stabilì che 2-3% dei casi LPO va
incontro a trasformazione maligna
sabato 10 marzo 18
52. M.P. – M.L.G.
Degenerazione
• Fumo e alcool non influenzano la trasformazione
cancerosa
• Non legata alla forma della malattia né alla
terapia
• L’infezione da HCV aumenta le probabilità di
trasformazione neoplastica
• Mantenere un follow-up
sabato 10 marzo 18
53. M.P. – M.L.G.
Marcatori
Ki67
Proteina rilevabile in
ogni fase di
proliferazione, ma
assente durante le
fasi di quiescenza: è
marcatore di
proliferazione
cellulare
p53
In presenza di danno
nel DNA cellulare
arresta la
proliferazione
cellulare,
permettendo la
riparazione e se non
possibile, indirizza la
cellula verso la
morte per apoptosi
sabato 10 marzo 18
54. M.P. – M.L.G.
Ki67 p53
• Entrambe presenti solo dove avviene la
replicazione cellulare
• A livello orale, solo nello strato basale
• La presenza anche negli strati superiori
dell’epitelio
• Entrambi non sufficientemente specifici,
trovandosi anche in mucosa sana
sabato 10 marzo 18
55. M.P. – M.L.G.
HER-2-neu o c-erbB2
• Glicoproteina di membrana codificata da un
protoncogene (neu) sul cromosoma 17q21
• Fa parte del gruppo di recettori umani per il fattore
di crescita epidermico (EGF), che appartiene alla
famiglia dei recettori tirosinchinasici (HER o
erbB) che svolgono un ruolo cruciale nel controllo
della proliferazione e del differenziamento
cellulare
sabato 10 marzo 18
56. M.P. – M.L.G.
HER-2-neu
• L’alterazione del protoncogene neu gioca un ruolo
fondamentale nella trasformazione maligna di una
cellula, sia in vitro che in vivo
• Promuove la progressione verso la trasformazione
cellulare favorendo la metastatizzazione
• L’amplificazione e/o l’over-espressione di HER2
può essere considerato fattore prognostico e
marker predittivo del carcinoma mammario (più
studiato)
sabato 10 marzo 18
57. M.P. – M.L.G.
Marker prognostico
E’ indicatore di una prognosi
nefasta
L’over-espressione è spesso
legata ad un aumento di
proliferazione cellulare,
dell’aggressività di un
tumore e del suo
potenziale metastatico, con
minore probabilità di
sopravvivenza
Marker predittivo
Possibilità di prevedere la
risposta terapeutica dei
pazienti all’eventuale
terapia ormonale,
chemioterapia ed altro
sabato 10 marzo 18
58. M.P. – M.L.G.
Relazione tra Ca spinocellulare orale e HER2
• Alcuni studi hanno dimostrato che aumenti di
livello di oncoproteina c-erbB-2 sono presenti
nella patogenesi del Ca spinocellulare orale
• Tale aumento è maggiormente rilevante nelle
cellule a bassa differenziazione (tumori a fenotipo
più maligno)
• Recentemente la over-espressione di erbB-2 si è
rivelata anche nelle lesioni precancerose, in
displasie, iperplasie e nella mucosa orale
apparentemente sana (in soggetti con forte
consumo di alcool e tabacco, cause di alterazioni
genetiche nell’epitelio sano)
sabato 10 marzo 18