Latest news with #SERM
Entrepreneur
08-07-2025
- Business
- Entrepreneur
Your Business Is One Google Search Away From a Crisis — Here's How to Fight Back
One Google search can shape a customer's decision — or drive them away. Here's how to take control of your brand image with six practical steps. Opinions expressed by Entrepreneur contributors are their own. When it comes to online reputation in a digital world, it's make or break. Up to 94% of consumers say a single negative review showing up on the first page of Google can be a red flag to avoid a company. This data only pinpoints the importance of digital hygiene, and in this article, I'll break down what Search Engine Reputation Management is and what it can bring to the table through six practical steps to strengthen your online standing. What makes SERM Special? SERM, or Search Engine Reputation Management, is the process of maintaining how your brand appears in search engine results. Its primary goal is to make positive content more visible, push down outdated information, and ensure that your online presence reflects your current values and products. SERM matters at all stages of growth — from launch (shaping first impressions and building trust) to times of crisis (guarding against misinformation or malicious content). The other benefit it offers lies in correcting outdated or misleading information about your business that might still linger online. Still, SERM requires quite a lot of resources and attention as it is an ongoing process, involving continuous content creation, media relations, customer review management and data analysis — all to ensure your reputation grows alongside your business. Here are the five core strategies of online reputation management: 1. Promote positive content Companies that succeed with actively maintaining their online presence see up to a 93% increase in satisfaction rates. A proactive content strategy helps push down irrelevant or negative search results by offering search engines more accurate and engaging alternatives. This can be blog posts, brand interviews, customer feedback and media features. Your goal is to identify the key brand touchpoints that influence perception and focus your efforts there. Real reviews and opinions of your customers also play a big role here — real experiences are the most powerful validators. Facing a dip in reputation, Nordstrom launched a campaign to generate positive content. They introduced new digital features like "Style Boards" in their app, published behind-the-scenes interviews about innovation and customer care, and asked their audience to share stories via social media. By 2025, Nordstrom had reclaimed a top-10 spot in the Axios Harris Poll of most respected U.S. brands. Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success. 2. Manage customer reviews People mostly prefer to trust real reviews rather than traditional marketing; moreover, 54% of consumers would prefer comments rather than feedback from their family, friends or even influencers. The other thing to keep in mind is the fact that customer reviews are highly visible in search rankings. Use platforms like Google Business Profile, Yelp and Trustpilot to monitor and respond to feedback. For industries vulnerable to fake reviews or targeted attacks, services like Bazaarvoice, BirdEye and can help detect and manage suspicious activity. Another key to success is empathy and open dialogue. Make your customers feel cherished — respond to negative feedback with respect and offer solutions, actively ask happy customers for reviews, and run campaigns or contests that reward honest, thoughtful feedback. UnitedHealthcare, one of America's largest insurers, faced a corporate crisis that garnered quite a lot of negative feedback on social media. To manage their reputation, the company turned to Google Business Profile and specialised reputation management services to monitor and sort out across key platforms. Related: How to Build a Side Hustle That Stands on Its Own — Without Burning Out 3. Optimise for SEO Brand's reputation is directly tied to visibility. With 95% of search traffic going to the first page of results and 63% of users trusting Google's findings over other sources, it's clear why your positive content must be SEO-optimised. This includes using relevant keywords, structuring articles clearly, improving metadata and sharing through reputable platforms. Sharing your brand's professional opinions on business issues in authoritative media can not only highlight our expertise but also boost search presence. Uber coped with their 2022-23 crisis with an open acknowledgment of errors and a CEO change, and a cornerstone of their recovery was the SEO optimisation of positive content. The company promoted optimised articles, media interviews and case studies focused on their recent changes. This, combined with transparent PR and continuous monitoring, significantly improved their image by late 2025 4. Monitor mentions Swift responses are your secret weapon in conquering consumers' hearts. Data says 70% of clients expect a brand to respond to feedback within 24 hours. Those companies that meet these expectations see 35% more positive sentiment overall. Real-time monitoring tools such as Mention, Brandwatch, or Talkwalker analyse tone, frequency and reach of your brand's online mentions, helping to act before small issues escalate. Starbucks faced backlash over rising prices and service issues. With real-time monitoring and prepared response templates, they addressed complaints quickly, offered rewards to dissatisfied customers, and adjusted their content strategy to make positive content more visible. As a result, they saw a 15% increase in positive mentions and a 20% reduction in negative ones within six months. Related: How to Better Manage Your Brand's Reputation in the Digital Age 5. Be ready for crisis 70% of companies face at least one major reputation crisis every year. That's when speed and transparency become paramount. If a public issue arises, respond swiftly with clear, factual messaging. Use official channels and trusted media to provide updates, and show empathy by offering real solutions, not just apologies. When Ticketmaster's site crashed during Taylor Swift's tour ticket release, fans were left frustrated, and the company's slow response with no concrete tips only fuelled the backlash. Six steps to strengthen your reputation Here's a practical framework to improve your online reputation: Audit Current Search Results: Step into your clients' shoes – Google your brand and see what users see. Identify outdated or negative content. Choose a Strategy: Based on your analysis, focus on content creation, review management or SEO, depending on the nature of the issue. If you've seen too many negative reviews, address these whilst encouraging positive feedback. If there's scarce information about your business online, then creating and promoting fresh content should be your starting point. The choice of strategy hinges on your specific reputational challenges and the company's objectives. Publish Positive Content: Share useful, customer-centric stories and case studies that address real questions and concerns. Optimise for Search: Ensure your site and articles are SEO-friendly. Did you find the right keywords, optimised headings and descriptions, and improved page structure? Monitor Continuously: Regularly keep track of mentions of your company using dedicated monitoring tools. Evaluate Progress: Track search result changes, sentiment analysis, and customer feedback over time. See customer trust growing. It takes time to build your brand and grow trust, but your reputation can be lost in just a day. By investing in SERM, you're not just protecting your brand; you're actively shaping how the world sees your business.
Associated Press
29-04-2025
- Business
- Associated Press
Atossa Therapeutics Proposes Potentially Groundbreaking Study Aimed at Reducing Interval Breast Cancer in High-Risk Women at AACR 2025
SEATTLE, April 29, 2025 (GLOBE NEWSWIRE) -- Atossa Therapeutics, Inc. (Nasdaq: ATOS) ('Atossa' or the 'Company'), a clinical-stage biopharmaceutical company developing innovative medicines for breast cancer, today outlined a framework for a pioneering Phase 3 clinical study titled SMART 2.0. The proposed trial would investigate the potential of oral (Z)-endoxifen, a potent Selective Estrogen Receptor Modulator (SERM) for estrogen receptor inhibition, to significantly reduce interval breast cancer in women identified as high-risk through advanced mammographic screening techniques. The proposed SMART 2.0 study was presented at the American Association for Cancer Research (AACR) Annual Meeting and represents a future research program and potential partnership opportunity to advance this critical initiative for women at high risk of breast cancer. Interval breast cancers, diagnosed between regular mammography screenings, are typically more aggressive and challenging to treat than screen-detected cancers. Mammographic density has been recognized as a critical, modifiable risk factor for breast cancer and can complicate early detection. Previous research indicates (Z)-endoxifen, like tamoxifen, effectively reduces breast density and potentially enhances mammogram sensitivity. However, the adverse effects associated with tamoxifen limit its widespread use. Atossa's innovative approach utilizes low-dose (1mg) Z-endoxifen, which reduced mammographic density by nearly 20 percent at six months and systemic side effects that were not statistically different than placebo in the Phase 2 KARISMA trial - an important step toward lowering the risk of interval breast cancer. The proposed SMART 2.0 trial would randomize participants identified by leveraging an AI Risk model into treatment and placebo groups to evaluate the effectiveness of (Z)-endoxifen over two years. The primary endpoint would measure the relative reduction in interval breast cancer incidence and tolerability compared to placebo over a two-year period of time. 'The SMART 2.0 study proposal represents a significant step forward for the advancement of breast cancer prevention,' said Steven C. Quay, CEO of Atossa Therapeutics. 'By targeting mammographic density with Z-endoxifen, we hope to establish a safer, more effective preventive therapy for women at high risk.' The company aspires to conduct a trial such as this in the future in an effort to provide the pivotal data required for regulatory approval of Z-endoxifen as a preventative treatment option. About (Z)-Endoxifen (Z)-endoxifen is one of the most potent Selective Estrogen Receptor Modulator (SERM) for estrogen receptor inhibition and may cause estrogen receptor degradation. It has also been shown to have efficacy in the setting of patients with tumor resistance to other hormonal treatments. In addition to its potent anti-estrogen effects, (Z)-endoxifen has been shown to target PKCβ1, a known oncogenic protein, at clinically attainable blood concentrations. Finally, (Z)-endoxifen appears to deliver similar or even greater bone agonistic effects while resulting in little or no endometrial proliferative effects compared with standard treatments, like tamoxifen. Atossa is developing a proprietary oral formulation of (Z)-endoxifen that is encapsulated to bypass the stomach, as acidic conditions in the stomach convert a significant proportion of (Z)-endoxifen to the inactive (E)-endoxifen. Atossa's (Z)-endoxifen has been shown to be well tolerated in clinical studies of women with and without breast cancer. (Z)-endoxifen is currently being studied both for the treatment and prevention of breast cancer, including a program in metastatic breast cancer that was announced earlier this year. About Atossa Therapeutics Atossa Therapeutics, Inc. (Nasdaq: ATOS) is a clinical-stage biopharmaceutical company dedicated to transforming breast cancer treatment through innovative science and patient-focused solutions. The company's lead product candidate, (Z)-endoxifen, is a highly potent SERM designed for use across the breast cancer spectrum, including prevention, neoadjuvant, adjuvant, and metastatic settings. Atossa is committed to advancing its robust clinical research programs to improve patient outcomes while creating sustainable value for shareholders. For more information, visit FORWARD LOOKING STATEMENTS This press release contains certain information that may constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. We may identify these forward-looking statements by the use of words such as 'expect,' 'potential,' 'continue,' 'may,' 'will,' 'should,' 'could,' 'would,' 'seek,' 'intend,' 'plan,' 'estimate,' 'anticipate,' 'believe,' 'design,' 'predict,' 'future,' or other comparable words. All statements made in this press release that are not statements of historical fact, including statements regarding data related to the (Z)-endoxifen program, the safety, tolerability and efficacy of (Z)-endoxifen, the potential of (Z)-endoxifen as a breast cancer prevention and treatment agent, the potential indications that the Company may pursue for (Z)-endoxifen, the potential for (Z)-endoxifen to receive regulatory approval, benefits of the Company's strategy of pursuing a metastatic indication for (Z)-endoxifen, the expected design and enrollment of trials and timing of data and related publications, and the potential market and growth opportunities for the Company, are forward-looking statements. Forward-looking statements in this press release are subject to risks and uncertainties that may cause actual results, outcomes, or the timing of actual results or outcomes, to differ materially from those projected or anticipated, including risks and uncertainties associated with: our ability to obtain patent coverage for our product candidates; macroeconomic conditions and increasing geopolitical instability; the expected timing of releasing data; any variation between interim or preliminary and final clinical results or analysis; actions and inactions by the FDA and foreign regulatory bodies; the outcome or timing of regulatory approvals needed by Atossa, including those needed to continue our planned (Z)-endoxifen trials; our ability to satisfy regulatory requirements; our ability to regain compliance or maintain compliance with the continued listing requirements of the Nasdaq Stock Market; our ability to successfully develop and commercialize new therapeutics; the success, costs and timing of our development activities, including our ability to successfully initiate or complete our clinical trials, including our (Z)-endoxifen trials; our anticipated rate of patient enrollment; our ability to contract with third-parties and their ability to perform adequately; our estimates on the size and characteristics of our potential markets; our ability to successfully defend litigation and other similar complaints and to establish and maintain intellectual property rights covering our products; whether we can successfully complete our clinical trial of oral (Z)-endoxifen in women with mammographic breast density and our trials of (Z)-endoxifen in women with breast cancer, and whether the studies will meet their objectives; our expectations as to future financial performance, expense levels and capital sources, including our ability to raise capital; our ability to attract and retain key personnel; our anticipated working capital needs and expectations around the sufficiency of our cash reserves; and other risks and uncertainties detailed from time to time in Atossa's filings with the Securities and Exchange Commission, including without limitation its Annual Reports on Form 10-K and Quarterly Reports on 10-Q. Forward-looking statements are presented as of the date of this press release. Except as required by law, we do not intend to update any forward-looking statements, whether as a result of new information, future events or circumstances or otherwise. Contact: Michael Parks VP, Investor and Public Relations 484-356-7105 [email protected]
