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"The biggest challenge we have faced in marketing MyMedicalRecords is the resistance of people to change and begin the inevitable process of managing their personal health records online. This is also true of healthcare professionals, who tend to be conservative," said MMRGlobal (MMRF:$0.022,0$-0.0009,-3.93%) Chairman and CEO Bob Lorsch. "We have spent the past three months taking a hard look at our sales, marketing and distribution strategies and recalibrating our targets so we are now shifting our emphasis from just touching potential users through employee benefits and insurance programs to aggressively building a critical mass of active PHR users. So beyond the doctor's office, our consumer-controlled PHR is being deployed through interactive distribution channels that can directly place the product into users' hands, reinforce the need to have a PHR, and also assist users in adopting the PHR. It is our experience that once consumers start to use their accounts, they continue to use them and remain paid subscribers."

"We are investing the marketing dollars that will begin to launch these programs over the next two quarters, which is expected to give us a measurable uptick in Q3 and then beyond from PHR user subscriptions. For example, there are more than 20,000 independent pharmacies in the U.S. that fill approximately 1.5 billion prescriptions annually. Simply adding an individual's or family's prescriptions in a MyMedicalRecords PHR should generate significant usage of PHRs," Lorsch added.

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