Historian and ethicist Nigel Cameron discusses his article, "How DrKoop.com rose and fell: the untold story behind the Surgeon General's startup." The conversation chronicles the dramatic history of the iconic dot-com era company, from its modest beginnings as a personal medical record system to its meteoric rise as the world's top health site. Nigel explains how the company's core strategy was to leverage the unparalleled credibility of former Surgeon General C. Everett Koop, leading to a wildly successful IPO that raised over $84 million. The discussion then details the company's rapid collapse, focusing on the ethical blunders, like blurring the line between advertising and information, that eroded public trust. This episode serves as a cautionary tale about brand credibility, startup hubris, and the ultimate indignity Dr. Koop faced when his name and brand were sold in a fire sale after accumulating over $200 million in losses.

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When credibility is your only asset: the cautionary tale of DrKoop.com