What began as a way to get the latest medical information out to the masses has become an online marketing tool generating patient referrals to a group of cardiologists working behind the scenes.
The Heart Information Network (http://www.heartinfo.com) was founded in May 1996 by Andre Pilevsky, a 33-year-old computer wonk from New Jersey who nearly died of heart disease, and Dr. Daniel Rader, a Pennsylvania cardiologist. The Web site offers a plethora of information while at the same time serves as an inexpensive advertising vehicle.
The Heart Information Network was started as an educational tool and has blossomed into a referral source, noted Dr. Jonathan Jaffe, a Hollywood cardiologist and director of the Broward Institute for Cardiovascular Research and Education. Jaffe is one of six national specialists who provide information for the site and answer questions posted there by patients from around the world.
"Where it totally and unexpectedly has benefited us, which is something we never foresaw, is that people are picking up my name, plus the other doctors, and are calling the office to make appointments," said Jaffe. "It's become a marketing tool."
Jaffe said he gets three to six calls a week from patients who see his name and qualifications on the Web and want to come in for a consultation. Dr. Rader is getting 25 to 30 calls a month, according to Pilevsky.
Interest is booming -- and costly
When it started nine months ago, the site was getting about 3,000 hits a week. By August, it had boomed to 30,000 visits. Today, more than 100,000 people check in at http://www.heartinfo.org every week.
But maintaining the site and updating the information on a weekly basis can be costly, said Avram Katz, a New Jersey attorney and the site's business manager. That's where sponsors are coming in.
For example, Bristol-Myers Squibb sponsors the e-mail section with an unrestricted grant because they believe it's a constructive program to have out there," said Katz.
Three other companies -- pharmaceutical giant SmithKlein Beecham, medical device maker Imatron Inc., and food company Chile Today, Hot Tamale -- also sponsor portions of the site.
Katz, who declined to say how much money sponsors have forked over, said he's talking to at least another two dozen potential sponsors whose big buck backing will allow them to grow the site, which is no inexpensive venture.
"Between actual dollars that we have collected and put in ourselves and time and effort spent, you are looking at well over $300,000 to create something like this," said Katz.
Profits Are Reinvested
Currently, the doctors who provide information are not compensated, but that may change, said Jaffe.
"We are contemplating that, for people who spend time creating content, they will be given a stipend," said Jaffe, who spends nights, weekends and travel time answering questions that have been e-mailed to him.
HEART INFORMATION NETWORK
Founded: By Andre Pilevsky, a computer expert who nearly died of heart disease, and Dr. James Rader, a nationally reknowed cardiologist.
Unexpected benefits: The site has become a patient referral source for participating cardiologists.
Hits: The site receives more than 100,000 hits a week
The goal: 1 million hits a week.
Cost: $300,000 to set up and run to date.
Sponsors: Bristol-Myers Squibb, Imatron Inc., SmithKlein Beechman, and Chile Today, Hot Tamale.
Vision: Business manager Avram Katz's long-term vision for the company: "Hopefully when the smoke clears, we will have created, with the exception of the American Heart Association, the preeminent cardiovascular site on the Internet."