Adatom Launches Creative Advertising and Promotional Initiatives for 1999 Holiday Season; Company Retains Rocket Science as Advertising Agency of Record.

MILPITAS, Calif.--(BUSINESS WIRE)--Nov. 11, 1999--

Adatom, Inc. (Nasdaq: ADTM), an Internet superstore and e-commerce enabler, announced today the launch of a new holiday advertising and promotional campaign. The advertising campaign is designed to build the Adatom.com brand name and communicate its vision of delivering the highest level of customer service on the Internet through the slogan "We Make It Personal." New York based advertising agency RocketScience, who has been retained as the Company's agency of record, will lead the program.

"Adatom was founded on the philosophy of creating consumer choice on the Internet by incorporating one-on-one customer service, vast product selections, low factory direct prices, convenience, security, guarantee and warranty," stated Richard Barton, Chairman, CEO and President of Adatom.com. "Our advertising campaign leverages this mission and highlights the superior customer service offered by our Personal Shopping Consultants. We believe our advertising campaign will demonstrate to potential customers and investors the added value of shopping on www.adatom.com."

The Company's value-added customer service offerings include, live real time chat for shoppers, personal shopping assistance, customer follow-up, gift wrapping service, and corporate gift giving service.

Mr. Barton continued, "Adatom's advertisements can be seen on popular TV shows, such as David Letterman, The Today Show, The X-Files, ABC Eyewitness News and Ricki Lake. Radio advertisements are also scheduled on highly rated radio stations in the New York, Washington D.C., and San Francisco markets. In addition, we will continue to aggressively pursue prominent banner placements on highly visited sites including Yahoo!, AOL, and GeoCities."

As part of its advertising/brand awareness campaign, Adatom is offering free shipping on all items including large appliances and furniture this holiday season. The Company is also sponsoring a Holiday Sweepstakes, which includes a $200 Adatom shopping spree or this year's hot game console -- Sega Dreamcast.

About RocketScience

RocketScience is a five year-old advertising agency that marries BrandMessaging(sm) with a persuasive, provocative creative vision. BrandMessaging provides a blueprint that assures the message created will be consistent with the marketing goals of a company and that it contains a persuasive thought that works throughout the spectrum of media. To do this, RocketScience creates a unique BrandMessaging plan for each client, product, and/or assignment that helps maximize the placement of these messages so that companies achieve their specific business goals. The firm is responsible for having created the trade & consumer campaigns that helped to develop both the advertising and the audience for New Century Network's NewsWorks, which was formed by nine major media companies including Advance Communications, Cox Communications, The Chicago Tribune, Hearst, Gannett, Knight-Ridder, Inc., The New York Times, and The Washington Post.

About Adatom.com

Adatom.com is an e-commerce company. By leveraging its proprietary e-commerce infrastructure and efficient distribution system, the Company reaches both the business-to-consumer and business-to-business markets. The Company owns and operates an Internet superstore, www.adatom.com, and is developing and implementing a turnkey e-commerce solution that will provide individuals, companies, and organizations with "instant" e-commerce capabilities, including back-end fulfillment, web site development and a full-scale e-commerce infrastructure. The Company believes that its business model will reduce operating costs and pass value on to the consumers in the form of increased customer service and price savings. Adatom.com provides a comprehensive product mix of name brand products for the individual, the home, and the office in 29 product categories.

Statements in this news release that are not descriptions of historical facts are forward-looking statements that are subject to risks and uncertainties. Words such as "expect," "intends," "believes," "plans," "anticipates," and "likely" also identify forward-looking statements. All forward-looking statements are based on current facts and analyses. Actual results may differ materially from those currently anticipated due to a number of factors including, but not limited to history of operating losses, anticipated future losses, competition, future capital needs, the need for market acceptance, dependence upon third parties, disruption of vital infrastructure and intellectual property rights. Additional information on factors that may affect the business and financial results of the Company can be found in filings of the Company with the Securities and Exchange Commission. All forward-looking statements are made pursuant to the Securities Litigation Reform Act of 1995. The HealthCore warrants and units (HMSIW and HMSIU) will continue to trade as Adatom.com warrants and units (ADTMW and ADTMU).