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Bob Lorsch, MMRGlobal CEO: "I Must Have Seen It Coming"

(January 09, 2012)

LOS ANGELES, CA -- (Marketwire) -- 01/09/12 -- Blogs from Bob Lorsch, CEO of MMRGlobal, Inc. (OTCBB: MMRF), are available at http://blog.mmrglobal.com. Mr. Lorsch is a nationally recognized marketing innovator who created the first advertising in space program presented to NASA in 1981. Almost 25 years later, he claims to own the rights to advertising in space, which was the subject of testimony before the Subcommittee on Science, Technology, and Space of the Senate Committee on Commerce, Science & Transportation, proposing that NASA once and for all earn revenue from sponsorship marketing and advertising of ads on the space vehicles and in future space missions to the Moon and Mars. (See photo of dinner hosted by Bob Lorsch at his LorschLand home catered by Wolfgang Puck in honor of the 30th Anniversary of Apollo 17, with astronauts and other VIPs Buzz Aldrin, Ph.D (Apollo 11), Eugene A. Cernan (Apollo 10 & 17), Nancy Conrad (widow of Charles "Pete" Conrad, Jr., Apollo 12), Daniel S. Goldin (former Administrator of NASA), James A. "Jim" Lovell, Jr. (Apollo 8 & 13), Thomas K. "TK" Mattingly, II (Apollo 16), Harrison H. Scmitt (Apollo 17), William M. Shepherd (Commander of Expedition-I, first crew on International Space Station), Bradley S. O'Leary (Chairman of The PM Group and best-selling author), and U.S. Congressman Brad Sherman (CA - 27th District). Mr. Lorsch was also the subject of an article syndicated today written by author, TV journalist and syndicated columnist Diane Dimond (http://www.creators.com/opinion/diane-dimond.html).

"It's been one whirlwind week and I cannot help but reflect on some of the events in my life as I prepare for another whirlwind week in Las Vegas at the Consumer Electronics Show. MMR will make Personal Health Record history at the show, participating in the first demonstration of a PHR that connects to real time wireless monitoring to a Personal Health Record. The implications are significant, as this shows that we can monitor patient care in our PHR over wireless networks, using Bluetooth® and other cellular technologies.

Back in 1982 (actually 30 years ago yesterday), Judge Harold H. Greene struck a blow for the little guy by ordering the breakup of AT&T into a series of Regional Bell Operating Companies. You might remember Pacific Bell, Bell Atlantic, Southern Bell, Mountain Bell and a few others. That allowed companies like Sprint, Frontier, Verizon and MCI to emerge.

The idea behind this breakup was to "standardize" the delivery of telecommunications and other services of tomorrow, which carriers are providing today. Unfortunately, it didn't work and, as we saw by the government's shut down of the merger with AT&T and T-Mobile, AT&T is still the monopoly it was then, today.


Six years ago, I saw history begin to repeat itself in healthcare. In the last two years of the Bush administration and then the Obama healthcare plan, I realized that healthcare was going digital, the government again wanted standardization, and this time I saw an opportunity to be a part of it.

Everyone was talking about how to standardize electronic medical records, while the industry was building their own proprietary systems; hence no standardization just like after the break-up of AT&T.

Kaiser was on its way to spending more than five billion dollars on an electronic medical records and personal health records system, while hospitals everywhere were spending hundreds of millions to start. I did not believe the possibility that these organizations would throw their investments into a common pot to embrace standardization.

So I embarked on a search for the one "standard" in a medical facility in 2005 and still today -- which seems to be the fax machine. I believed that if medical records were to move in a digital world, they would move by fax and digital fax, since fax was the only transmission vehicle in every medical office anywhere in the world. And as a result, with a reported 25% adoption of EMR systems in the United States, fax and digital fax over the Internet remains a preferred way of transmitting medical records as new healthcare standards and regulations are implemented.

I visualized floor to ceiling shelves packed with files containing foot-thick medical records on paper. I saw how my own doctors had rented extra offices just to store their records. I saw a future where all medical records had to get somewhere to be part of an EMR or a PHR. Knowing that many doctors do not like email and that most people still are not sophisticated at scanning, I saw a future for the next 10 to 20 years where fax would be the closest healthcare gets to standardization. This led to my basic idea around what today has become MMR's Method and System claims for faxing medical records into an online personal health record account. And looking back nearly six years, it appears I was right.

A less known fact is that I am also an inventor who has had many major patents in my name, like the blockbuster swipe activation patent for activating prepaid cards at retail, under U.S. patent application Ser. No. 08/410,857, filed Mar. 27, 1995. So I began the process of filing patents covering the delivery of medical records to online personal health records accounts, as well as the related features and benefits that such a product and service could offer a consumer and their family.

This past week, MMR has received three Notices of Allowance from the U.S. Patent and Trademark Office for numerous claims that include everything from faxing into personal health records, which also includes Internet-faxing, calendaring applications for doctors' appointments, prescription reminders, and access to medical records in an emergency room setting in emergencies, and many more. Many of these claims are already included in patents globally, with many more claims still under review here and abroad.

When I started in telecommunications, I met a man who became somewhat of a mentor named Ron Katz. He amassed a patent portfolio around the simple process of pushing a number on a touch tone phone, which, nearly 25 years ago, was and today still is, a tool that is found in nearly every home and office in the world. And as a result of Ron's thinking, he is one of the more successful people I know today.

As I head off to the Consumer Electronics Show in Las Vegas, I can only say what a great way this has been to start the New Year, and what a great country this is for the little guy."

Robert H. "Bob" Lorsch, CEO, MMRGlobal
4401 Wilshire Blvd., 2nd Floor, Los Angeles, CA 90010, Tel. 310-476-7002
Follow me on Twitter at BobLorschTweets

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Michael Selsman
Public Communications Co.
(310) 922-7033
ms@publiccommunications.biz


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