Introductioǹ`W e teach success'' is the not so subtle headline message that dominates Hofstra University's full-page, inside back cover advertisement in the 18 December 2000 issue of New Yorker magazine. At $65,000 a page, Hofstra (located in Hempstead, New York) is no doubt counting on communicating its core message to its target audiences ± parents, alumni, donors, trustees, and students. But, what does success mean, and why do students want it? And, what particular aspects of their program are essential to enable them to deliver on this promise.In an era in which adequate funding for higher education is difficult to come by, the marketing communications component of enrollment management has become increasingly important. Sophisticated marketing communications techniques are being used, including advertising, promotional literature, direct marketing techniques such as telemarketing, direct mail, videotapes (Wascoe, Jr, 1992;Wojtas, 1991), and most recently, the Internet. Today, the college or university Web site is often the first place a prospective student or parent looks for information. The day of having and sending only a college catalog is long gone.A problem that arises too often is that marketing communications promise benefits that the institutions are unable to deliver. It is important in developing communications programs to link the benefits promised firmly to the attributes, characteristics, or operational capabilities of the institution needed to deliver these benefits. In short, service delivery has to live up to service promises, especially if the service provider is`c laiming'' the quality service position. Establishing a brand imageAt the heart of any effective marketing communications effort is a theme that resonates with, and is hopefully remembered by, the target audience. An effective theme, consistent with the image the institution is trying to project, ultimately allows for the creation and management of``brand image''.A positive brand image can be a powerful influence in the decision to attend a college or university. Some notable themes or

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PurposeMarketers and health care providers alike have been actively using the internet to provide information and market a wide variety of health care services and products. This study aims to address consumer's perceptions regarding the quality and ethics of eHealth care web sites.Design/methodology/approachUsing a national random sample of 1,227 respondents, this study identifies online health care information seekers and explores the type of information they seek, their perceptions of eHealth web site quality and ethics, and eHealth care purchases.FindingsThe results indicate that while WebMD currently dominates the eHealth care market, the future for niche eHealth care web sites appears promising as consumers' perceptions of eHealth care web site quality and ethical behaviors improve.Practical implicationsUsing quality dimensions identified by trade associations, it appears consumers believe useful and accurate healthcare information can be found online, which suggests the potential for developing a trusting relationship. In addition, it appears the development of ethical codes for eHealth web sites is having an affect on consumers' perceptions.Originality/valueHealthcare information is now available online 24 hours a day and, approximately, 63 percent of physicians use the internet in their practice. But, how do consumers seek health information online? And do consumers perceive these online web sites to be ethical? The current study is unique in its focus on examining eHealth code of ethics using guidelines from several prominent online eHealth ethics organizations.