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drkoop.com Plans Branding Campaign

Healthcare network drkoop.com Inc., headed by Dr. C. Everett Koop, former U.S. Surgeon General, launched a global branding effort and named Lowe & Partners as its AOR.

Blanc & Otus, a public relations firm specializing in the high-tech industry, also was hired.

Billings were not disclosed, but drkoop.com said plans call for a campaign incorporating television, radio, cable, print, interactive and public relations. The aim is to create a unified branding effort that will further drkoop.com's position as a trusted consumer healthcare network. Launch is set this fall.

"We conducted an extensive nationwide review for global firms with a proven track record of managing a power brand and who are the best in the areas of healthcare and the Internet," said Dennis Upah, chief operating officer of drkoop.com. "We entered the playing field with an invaluable brand -- the Dr. C. Everett Koop name, which gives us a significant head start over our competition. This aggressive campaign, worth tens of millions of dollars annually, will serve to further extend that trustmark."

Lowe & Partners is a global, full-service advertising agency and marketing communications firm with Internet, healthcare, advertising and promotional communications expertise. Clients include Coca-Cola, Oral-B, Hoffman-La Roche, Sun Microsystems, Excite, Braun, Eddie Bauer, KPMG, iPlanet, Mercedes Benz, Nasonex, Courtyard by Marriott, Robitussin, U.S. Virgin Islands and Western Union.

Blanc & Otus is a Hill and Knowlton company, with clients that include TiVo, RocketCash, Productopia, lucy.com and Affinia. VentureDirect Worldwide was previously announced as the online advertising agency of record for drkoop.com and will continue in that capacity.