In the News: E-commerce in healthcare

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After more than a decade working for pharmaceutical giants, Lawrence Hudson is now on the agency side as VP-account management at Roska Direct, Montgomeryville, Pa. Ms. Hudson is eager to apply e-commerce models to healthcare clients. "The industry hasn't been as competitive [on the Net] as other markets have," she says. "We still have to deliver the same quality, safe message and put things in layman's terms [with the Web] . . . but the next step in making the most of the consumer investment is through customizing and personalizing programs through direct to consumer" marketing.

Age: 34.

Education: Western State College, Gunnison, Colo. -- BA in business and French, 1987; Pepperdine University -- MBA, 1993.

Work highlights: Nov. 1998-Jan. 2000, director-cardiovascular global marketing, Bristol-Myers Squibb Co.; Dec. '96-Oct. '98, senior manager-global brand marketing, Rhone-Poulenc Rorer; May '89-Nov. '96, various positions including marketing analyst, Eli Lilly & Co.

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