Dr. Cudmore publishes “Working the Web”

Andrew Cudmore, Ph.D., School of Management assistant professor of marketing, has published “Working the Web” in the fall issue of the journal Marketing
Health Services. He asks how effective healthcare web sites are for marketers. Dr. Cudmore’s research indicates that today’s website users are demanding,
knowledgeable, Internet-savvy, and looking for effortless online access to information on medical centers, doctors, and diseases. His research also notes
that billions of dollars will be spent on healthcare e-commerce such as the ordering of medications. Although healthcare centers have become more efficient
in their use of information technology, according to Dr. Cudmore and his co-author Paula E. Bobrowski, they are only in the beginning stages of gaining the
multiple benefits that the Internet has to offer. Dr. Cudmore writes that developing successful healthcare Web sites requires investment of both time and
resources from healthcare providers, who need to offer quality information, foster emotional attachment and create ease of use Paula E. Bobrowski is
president of Advanced Research and Strategies and associate professor of marketing at State University of New York.

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