DIARY: An 80-something dot-commer kid?

The prototype of the dot-com magnate is a 20-something cad with a splotchy goatee, dressed from head to toe in the finest black threads.

The prototype of the dot-com magnate is a 20-something cad with a splotchy goatee, dressed from head to toe in the finest black threads.

The prototype of the dot-com magnate is a 20-something cad with a

splotchy goatee, dressed from head to toe in the finest black

threads.



Real-world achievement and experience, alas, aren’t quite as high on the

priority list. Which is probably why Tellem Worldwide has had such

success hyping the Sherman Oaks, CA-based IndexMedical.com, a company

founded by Dr. G.H. Gottschalk - still an entrepreneur at the spry old

age of 85.



Though the company isn’t yet 100% up and running, Tellem recently held a

’soft launch’ on its behalf, trotting out Gottschalk before the media

and throwing him a birthday bash that doubled as a celebration of

IndexMedical’s debut.



’We wanted to test the waters,’ explains founder Susan Tellem, before

adding, ’It’s obviously important that we craft a message that doesn’t

rely entirely on (Dr. Gottschalk). It’s a delicate balance.’



For the record, the rest of IndexMedical’s 30-strong staff embraced the

strategy. ’He’s a very loved person,’ Tellem says. ’He’s not just a

figurehead.’



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