Effective May 1, 2004, a new Johns Hopkins Institutions health division initiative establishes a policy and set of guidelines to support and manage faculty and department proposals to use the Hopkins "brand" on commercial health information services and products. There is both risk and value associated with the use of the Hopkins name with commercial health information products, and a major goal of the new initiative is to manage those risks appropriately, with greater transparency and with greater ease for those interested in such ventures. The “Guidelines for Branding Health Information Products” are meant to encourage and facilitate creative, productive and financially rewarding use of the Hopkins name on both consumer and professional health information products, while at the same time protect the integrity and value of the Hopkins name and assure appropriate use of institutional resources.
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