1.   And unlike in past years, when insurance companies waged a public war of words with hospitals over their costs, Blue Cross executives struck a conciliatory tone.

2.   But lately, the Suffern, N.Y., company has been waging an increasingly costly multifront war in the courts against two rivals, Neopath and Cytyc.

3.   Companies are waging their counterattack in Congress, too.

4.   For years, companies waged an unsuccessful battle in the courts to use patent or trademark laws to stop independent gray-market distribution of their products.

5.   In addition to advertising, both companies have waged an aggressive, behind the scene effort to influence opinion in Congress, the news media and the Pentagon.

6.   The companies are waging a marketing war that many analysts think will stoke demand by increasing awareness of the illness and the drugs available to treat it.

7.   The companies have waged a vigorous public relations battle that featured many full-page newspaper advertisements and cost tens of millions of dollars.

8.   The companies have been waging a public relations battle over the issue on their Web sites, www.real.com and www.mi crosoft.com.

9.   The Silicon Valley-based company has waged an uphill battle to persuade online users to try its service during the past three years.

10.   The two companies have waged a costly lobbying campaign to kill a rider introduced by Sen. Ernest Hollings, Democrat of South Carolina, that could unhinge the deal.