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.

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