NEW YORK:  With the success of online layaway payment processor eLayaway, the company is expanding the concept of layaway to healthcare, relying largely on grassroots PR to build the brand.

The new program, which launched last week at an orthopedic clinic in Indianapolis, will include outreach to physician publications like The New England Journal of Medicine, physicians and billing offices, and media programs like CNN's Paging Dr. Gupta, and educating patients via e-mails and newsletters.  

The company ...