Web Site Targets Dual Audience with Candid ‘Quality’ Content

Launching a Web site that could wire two audiences on opposite sides of the healthcare spectrum - consumers and medical professionals throughout New York state - was the charge of Ipro, an independent, not-for-profit medical peer review organization and Erin Edwards, its full-service marketing communications firm. The Web site (http://www.ipro.org), launched at the beginning of this year, is an extension of Ipro's "tell it like it is" philosophy and offers objective consumer education and protection on primarily Medicare healthcare policies and managed care plans while also providing professional medical information on hot button quality programs.