JANUARY 13 • 2022 | 31

We can’t help 
you prepare for 
a polar vortex.

But we can help you 
prepare for retirement.

B I R M I N G H A M

Member FDIC

says. “
And I thought it should 
be free, so everyone could use 
it. And, it’s easy for people 
to use. It shouldn’t be hard 
to find the information we 
need to make a diagnosis or 
to tell another doctor what we 
recommend.”
Pathologists around the 
globe use PathologyOutlines.
com every day to help diagnose 
and treat disease, averaging 
45,000 visits per day.
“Most of us know what 
we do every day, but maybe 
one or two cases a day, it’s 
something that’s different, 
we haven’t seen it before or 
we haven’t seen it in a while, 
and so we have to look it up,” 
Pernick says. “It’s a very quick 
reference to look things up, 
and that’s why I think it’s been 
helpful to people.”
To celebrate the 
20th anniversary of 
PathologyOutlines.com, it has 
embarked on a new initiative 
to build a worldwide directory 

of pathologists to create a 
stronger and more connected 
pathology community. Within 
a few weeks of its launch, 
more than 600 pathologists 
had signed up from more than 
60 countries and more are 
added daily. 
“I had been trying to think 
how we could unify the world 
of pathologists, so when 
pathologists read a paper 
written by another pathologist, 
hear a talk or see them at a 
meeting, they can look them 
up,” Pernick says. 
The site’s staff can create a 
profile in the directory for the 
pathologist or pathologists can 

do it themselves. Pernick says 
the initiative is very ambitious 
because it can’t be automated. 
“This is going to take 
several years, but I think it will 
be useful for the profession,” 
he says. “It makes the world a 
lot smaller when people know 
who everybody else is.”
In addition to constantly 
updating and refining 
its medical textbook, 
PathologyOutlines.com 
has been committed to 
fulfilling charitable goals, 
such as helping to establish 
the Detroit College Promise 
Scholarship and creating a 
Pandemic Relief Music Award 

for musicians affected by the 
COVID-19 crisis. 
Pernick takes pride in those 
charitable efforts, along with 
valuing PathologyOutlines.
com employees and site 
visitors.
“We try to practice the 
Golden Rule: Things we don’t 
like seeing on websites, we 
don’t want to do to other 
people who are visiting our 
website,” Pernick says.
He also believes it’s 
important to apply the Jewish 
ethics that all of us have been 
taught to our business lives 
along with our personal lives.
“I grew up with the idea 
that it’s important for me to 
be the best person I can be 
and to make the world a better 
place and, of course, these are 
traditional Jewish values,” he 
says. “I think it’s important for 
us, particularly being Jewish, 
to try to set a good example of 
how a good business should 
be run.” 

Alexandra Osten, head of adver-
tising Channel Partnerships, was 
recognized by Forbes after she 
helped her company launch and 
expand advertising partnerships 
with Meta, LinkedIn, TikTok, 
Twitter, Snapchat and Pinterest. 
She manages advertising spend 
that passes through Sprinklr from 
a roster of clients that include 
80% of the Fortune 1000. 

“IT SHOULDN’T BE HARD TO FIND 
THE INFORMATION WE NEED TO 

MAKE A DIAGNOSIS.”

— DR. NAT PERNICK

Republican Gabi Grossbard 
of Southfield announced his 
campaign for Congress. He is a 
Medicare specialist working to 
assist the elderly with the compli-
cated enrollment and plan selec-
tions. Grossbard wants to focus 
on healing our country, lowering 
inflation and giving parents a 
voice in their kid’s education.

continued on page 33

