February 18 - Baxter has unveiled their new information web site for dialysis patients. Here is the press release.

The new site is called Kidney Directions.

This marks the start of a new era in the marketing and service strategies of the dialysis providers. Web sites, once slapped together by the in-house IS departments, will be now be managed by marketing specialists and will be an integral part of the overall marketing and customer service plans. The Baxter site is the work of a company, Thunder House Healthcare, that specializes in internet campaigns.

The use of the world wide web in dialysis company marketing and service strategies brings a whole new world of possibilities. Patient-oriented services will likely be a major focus. Previously, there was no way for patients to easily compare the services of one large dialysis provider to another. With the introduction of this web site this week, dialysis companies will now be competing to provide individualized services to patients worldwide.

Expect to see similar web sites soon from Fresenius, Gambro and the other large dialysis providers.


[This message has been edited by Gary Peterson (edited 02-18-2000).]