George Mason University

About the Course

Course Title and Number

HAP 601 Electronic Commerce and Online Market for Health Services

Course Placement

  • Required for Certificate in Health Information Systems
  • Required for Concentration in Health Information Systems in Master of Science in Health System Management
  • Required for Concentration in Online Health Service in Master of Science in E-commerce
  • Recommended elective for students in Communication or Computer Science


  • Moidu MD, Ph.D.
  • Please contact the instructor using the following email address:

Course Description

This course provides a graduate level perspective on the effective use of data and information technology to improve healthcare organizational outreach using the web and electronic commerce infrastructure. The course reviews the impact of computer services on patient care and health care organizations, and examples of successful and bankrupt technology firms in health care. The class will first cover marketing to understand strategies, specifically online health services. The class will review the changes in e-commerce architecture as it relates to changes in healthcare delivery, the shifting focus from institution to consumer in a ‘de-centralized’ Web 2.0 environment. In class, they will discuss case studies, make presentations, conduct some exercises in web development, and learn about business proposal development.

The students will have a semester long project to study an emerging technical solution and build a proposal with it for an on-line healthcare services solution. They will apply the marketing knowledge and understanding of healthcare from class to present a proposal at mid-term. They will then work further on the proposal to develop a prototype, draft a business plan, and develop materials to market the service solution as the final deliverable for the course.

Course Objectives

At the conclusion of the course students will be able to:

  • Discuss the use of data and enabling information technologies in strategic management, financial management, clinical outcomes management, and public health/population management.
  • Discuss current and future trends in information technology and design on-line applications to support health care delivery.
  • Follow the changing scenario of healthcare services and identify the potential for on-line information technology applications to support delivery and management.
  • Evaluate marketing materials submitted in request for proposals by health care organizations
  • Describe various types of information system applications common in health care organization and integrated delivery systems.
  • Discuss the challenge issues related to health information management.
  • Explore emerging technologies and use of technologies in healthcare such as electronic medical records, telemedicine, electronic commerce, use of Internet, etc.
  • Understand why many large-scale information system implementations fail and how you can facilitate your organization to design or select and then successfully implement software applications.
  • Calculates return on investment for information technology projects in health related organizations.

Required Textbooks

Reading assignments are provided online as full text material.  You need to be registered at a University with access to the full text library. In addition, the following book is required:

  1. The One to One Field Book  The Complete Toolkit for Implementing a 1 To 1 Marketing Program by Don Peppers, Martha Rogers, Bob Dorf  Paperback - 288 pages 1 Ed edition (January 5, 1999) Bantam Books; ISBN: 038549369X.  

  2. What Is Web 2.0
    Design Patterns and Business Models for the Next Generation of Software

Recommended Textbooks

  1. Consumer-Driven Health Care: Implications for Providers, Payers, and Policymakers. By Herzlinger, Regina E. San Francisco: Jossey-Bass Publishers, 2004.

  2. Additional recommended reading are posted under the section titled "More" within each lecture on the web.

Course Requirements

Course attendance is encouraged but not required. To benefit from this course you need to meet the following requirements:

  • Familiarity with the US health care system. Class exercises are based on examples from the US health care system.
  • Computer (speakers and microphone), camera if possible and broadband Internet access are needed.
  • You must have access to and regularly (at least twice a day) use an email.
  • Familiarity and access to Microsoft Office suite including Front Page or equivalent web page authoring software.
  • Both clinicians and managers are encouraged to enroll.
  • No previous computing background is assumed.
  • Microsoft Office software is required. A student version of the software can be purchased at discounted prices on the web. Also available at Patriot Store.
  • Students are encouraged to use virus protection software.

Course Evaluation

Participation is key to making the experience of everyone a pleasant one. Internet courses are not only distance learning but also interactive learning. These courses benefit from student participation.  Class participation is worth 10% of your grade.  Class participation means that in each section, you should either ask a question (see how) or complete the minute evaluation for the session and rate the session. 

If you ask a question, your question will be answered on the same web page within 48 hours and the question and the answer would be available for all students to read and benefit from.  Class participation also means that you would become a member of a professional organization such as HIMSS, ACHE, IHI or other local or national organizations focused on your career. 

Distribution of the grade

Letter grades correspond to following numerical grades:



Participation in "Get Answers" and "Minute Evaluations"


Participation in professional organization 5%

Completion of 6 assigned (out of 8) Projects


Completion of 2 peer evaluations


Semester long project developing a Personal Health service






A -


B +








There are no exams. Class participation is 10% of the grade; this is graded based on participation in discussions and number of comments and questions left on the web. Assignments are graded for both content and presentation. A rubric for grading of each project is available through the instructor. The semester project will have 30% for the Mid-Term presentation, graded for viable concept, content of knowledge with documented support and presentation. The other 30% for the semester project will be at the Final presentation, this will be graded for the prototype, business plan and the presentation.

Participation Requirements

Course attendance is encouraged but not required. The class would meet this fall term of 2007 on THURSDAYS from 4:30 to 7:30 pm in person and broadcast through web. The instructor will provide guidelines for attending the class online. If students plan to miss a session, they need to inform the instructor ahead of time. When presenting views on the web, make sure that these views reflect the literature and readings, you are advised that your presentations are not constructed based on your experience or common sense. We all have common sense; we are looking for evidence in support of claims being made. When you provide comments in peer evaluations, follow the rubric made available. Maintain a copy of your peer evaluations. Maintain a copy of all your projects. At end of the semester you will present your project to the panel, they may review the portfolio to view the entire work you have done.

Course Projects

  1. A small rapid analysis assignment follows each set, intended to test your knowledge of the topic. 

  • One on One marketing of an online health service. 

    • Draft an email that is going to be sent to at least 10 people marketing a health care solution.

    • Use the Microsoft Word mail merge function and an Excel or Access database of contacts to send the email.

    • Plan for what subsequent emails will you send based on responses you will receive.

    • Report what you sent, what you received and your introspections about the process. 

  • Evaluation of an online health care services (modify what is already available).

    • Do a Google search for an online health service.

    • Build an evaluation sheet for evaluating the web page. 

    • Conduct the evaluation.

    • Present your findings.

  1. A semester-long project for “On-line Health services” will be done either individually or in groups of 2 students.

The students in the semester project will develop a solution for a personal on-line health service.  The solution design will propose a service to support people in the community to manage their health with access to data from laboratory tests and their hospital stay.  The business proposal should build extended service for a hospital that has a data integration and collation solution, such as the commercial solution from Microsoft – Azyxxi.  The students will have access to documents that describe Azyxxi; they will either observe a demonstration of the solution in class or make a site visit to a Medstar hospital.  A resource person from Microsoft would be available for the students to consult.  The student would present the proposed solution to a panel that would include industry professionals.

  • DELIVERABLE at Mid Term:  A Marketing Proposed for an on-line Personal Healthcare solution:  
    The project will be conducted through the term and there would be a mid-term deliverable of a proposal and the background scenario. Here is a set of steps that should help you in this project: 

  1. Select a personal healthcare service that could be supported by an on-line application,

  2. Plan the scenario of how to deliver the on-line service,

    1. To whom should the service be marketed?

    2. Describe the patients/people who will use the system

    3. Identify the people who will pay for the system.

    4. Identify groups within the target group that may have slightly different interests 

    5. What is a free service you can provide to each sub group? 

    6. What are potential sources for revenue?

  3. Identify the data sources and the solution design including a visual concept of the screens.

  4. Select a URL for the site to access the on-line service. To be useful, the site needs to keep data on use patterns and you need to have access to this data

  5. Plan the marketing material

    1. a narrated presentation to promote the service.  10 slides (no more or no less)

    2. define a database and a letter to potential individuals inviting them to use the site

    3. generate a few letters with mail merge function of Microsoft word to prepare the emails you want to send.

    4. Define the look of the web site. 

f.          Prepare a project report that describes the work done till-mid-term and the next steps.

  • DELIVER AT Term End:  A finished prototype of the proposed on-line Personal Healthcare Solution

a.        Students would complete the project with a prototype and a complete business proposal.

The  final project will be presented at the final class to a panel.

Peer Evaluation

At mid-term (or shortly after), share your work with others in class and evaluate the work of others using the following framework:

  • Comment on presentation in particular on:
    • Were the 10 slides requested present?
    • Does the first slides present the project
      • Is the project name appropriate?
      • Is the project promoter and role of participants clearly identified?
    • Does the second slide give an outline of the presentation and adhere to it?
    • Was the narration clear?
    • Were the graphics self contained and informative even if the narration was not present?
    • Was the use of color and animation judicious and able to highlight major points?
  • Comment on the content:
    • Did the project select a site to market and described the site?
    • Was the project clear about who they were marketing the site to?
    • Did the project differentiate the target group in terms of their interest in the site?
    • Did the project decide what immediate and free benefit they can provide to the target group?
    • Did the project obtain information about the target group from the web and other sites?
    • Did the project organize a database for tracking the text of material they will send?
  • How do you rate the first email?

It is recommended that the students amend their proposal based on input from peer group, revise your work and include the suggestions as an appendix in the final report.

Course Topical Outline


Course Topic

Class Assignments and Discussions

Self Learn suggestions and assignments (Due as listed)

Semester Project What do you know assignments (Due at mid-term the proposal and presentation)

At final present prototype and report at end of semester)

Week 1


No face to face class

Set up method of communication with instructor


Read about the course

Read about a future scenario Listen to lecture on Future Scenario


Week 2 on Sep 10, 2007


Face to face class

 Marketing 101

Healthcare Online

Plan one on one marketing effort

Read about online marketing

Complete the "What you know?" section for Future scenarios

Assignment due third week: prepare for "Learn One, Teach One" presentations for online marketing.

Assignment due next week: continue to prepare for "Learn One, Teach One" presentations.

Azyxxi marketing documents and other documents assigned for reading.

Review project options, select groups, decide an online service you want to propose, discuss the market and the disease you want to focus on.     

Week 3 on Sep 17, 2007

Online Marketing

Face to face class

Web 2. 0

Listen to the lecture on how to send tailored mass emails


Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare for "Learn One, Teach One" presentations for Search Engine Marketing.

Develop a project for the solution assigned

Week 4 on Sep 24, 2007

Search Engine Marketing

Face to face class

Guest Speaker


Demonstration Azyxxi by Microsoft

Health IT Industry


Read about search engine marketing.

Discuss plans for search engine marketing of your semester project.

Share report on your one on one marketing with other colleagues and the instructor

Complete the online "What Do You Know" exercise for search engine marketing.  Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare for "Learn One, Teach One" presentations for lecture on creating trust.

Setup a questions bank for assessment of Azyxxi

Develop solution scenarios

Week 5 on Oct 1, 2007

Creating trust

Face to face class

Guest Speaker

Microsoft Research


Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare for "Learn One, Teach One" presentations for online health education.

Complete "What do you know?" section for creating trust

Start with your online project

Develop and refine the scenario for solution

Week 6 on Oct 8, 2007

Online patient education

Face to face class


Read about online patient education

Continue with your revision of your one-to-one marketing and search engine marketing. 

Plan for your online counseling project

Bring your presentation to class or submit it to instructor by mail (not email).

Complete the online "What Do You Know" section for online patient education

Week 7 on Oct 11, 2007

DELIVER Mid Term Semester Project

No Face to face class

Share report on search engine marketing.

Assignment due next week: prepare for "Learn One, Teach One" presentations for the lecture on online clinical services

None assigned

Week 8 on Oct 15, 2007

Clinical services online 

Face to face class


Continue with your revision of your one-to-one marketing and search engine marketing.

Update plans for online counseling based on the lecture 

Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare presentation from the "Learn One, Teach One" section of the lecture on administrative services

Complete the "What You Know?" section for online clinical services

Discuss how "One on One Marketing" is used in online clinical services to parents of an adolescent. 

Week 9 on Oct 22, 2007

Administrative services

No Face to face class




Share your response to report on  your online project with colleagues and instructor

Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare to present from the "Learn One, Teach One" section of the lecture on online medical records

Complete "What you know?" section on administrative systems  

Week 10 on Oct 29, 2007

Online medical records 

Face to face class





Bring your presentation to class or submit it to instructor by mail (not email).

Assignment due next week: prepare to present "Learn One Teach One" section for why technology Service Fail. 

Continue with your revision of your semester projects

Week 11 on Nov 5, 2007

Why technology based services fail?

Face to face class

Guest Speaker

Microsoft WEB 2.0




Present from "Learn One Teach One" section of why technology Service Fail. 

Complete "What do you know?" section for the lecture on why technology based services fail. 

Week 12 on Nov 12, 2007

Face to face class




None assigned

Project Work

Week 13 on Nov 19, 2007

No Face to face class



None assigned

None assigned

Week 14 on Nov 26, 2007

Face to face class


Final project presentations. 

None assigned

None assigned

Week 15 on Dec 3, 2007

Face to face class

Complete exit interview 


Enter Your Email Address

If you are enrolled in this course, you would receive weekly communications from the course faculty.  In order to make sure that you receive the information on time, please provide us with your email address.

Disability Accommodations

If you are a student with a disability and you need academic accommodations, please see Debbie Wyne and contact the Disability Resource Center at 703 993-2474.  All academic accommodations must be arranged through the Disability Resource Center.

George Mason University is committed to complying with the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990 by providing reasonable accommodations for disabled applicants for admission, students, applicants for employment, employees, and visitors. Applicants for admission and students requiring specific accommodations for a disability should contact the Disability Resource Center at 703-993-2474, or the Equity Office at 703-993-8730. Applicants for employment and employees should contact Human Resources at 703-993-2600 or the Equity Office. Students and employees are responsible for providing appropriate documentation and requesting reasonable accommodation in a timely manner (George Mason University Catalog, 2006-2007, p. 55).

Honor code

 “To promote a stronger sense of mutual responsibility, respect, trust, and fairness among all members of the George Mason University community and with the desire for greater academic and personal achievement, we, the student members of the university community, have set forth this honor code: Student members of the George Mason University community pledge not to cheat, plagiarize, steal, or lie in matters related to academic work” (George Mason University Catalog, 2006-2007, p. 31).

Course Short Address

A short address for the course is provided as

This page was created by Khalid Moidu, Ph.D.  M.D. Last revised on 10/22/2011.  This page is part of the course on Electronic Commerce and Online Market for Health Services.  This is the section on About the Course.