eLayaway expands payment offerings to healthcare

The success of online layaway payment processor eLayaway - registered users went from 7,000 to over 75,000 over the last few weeks - is a prominent example of the return of the service made popular during the Great Depression.

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 is hoping that by January 1st the program will be offered at most other Orthopedic clinics and has plans next to expand to dentistry, according to Michael Billelo, SVP of business development for eLayaway.

eLayaway has previously focused on merchant and consumer targets. The success of online layaway payment processor eLayaway - registered users went from 7,000 to over 75,000 over the last few weeks – is a prominent example of the return of the service made popular during the Great Depression.

On the retail front, Billelo said, “I'm going after the business reporters to…talk to them about what it can do for their business, but continue…to talk to consumers, saying it's a fiscally responsible way to pay and remain debt-free.”

The retail trend has also been marked by retailers such as Kmart, which recently talked to PRWeek about substantial messaging behind its layaway program, and Burlington Coat factory, where, according to PR director Audrey Shapiro, who says items purchased on layaway has increased.

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