analysis mednet.com confronts "click-through" competition
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MedNet.com confronts “Click Through” competition
An Analysis
Table of Contents
MedNet – A summary
Challenge 1 - Marvel
Challenge 2 –Cholestrol.co
m
Possible Solutions
Recommended Solution
MedNet.com A Summary
The goals with which it was launched..
The characteristics of the company and brand image
Competitors in the market
Business Model
GoalsMedNet.com – Summary
Goals
To provide scientifically based medical information to non professional audience
To provide the above information for free to consumers
1
2
3 To generate profits from advertising sales
Goals
To provide scientifically based medical information to non professional audience
To provide the above information for free to consumers
1
2
3 To generate profits from advertising sales
Goals
To provide scientifically based medical information to non professional audience
To provide the above information for free to consumers
1
2
3 To generate profits from advertising sales
Characteristics and Brand Image
MedNet.com – Summary
Characteristics and Brand Image
Accessibly Written; Easy to navigate and Trustworthy
Considered the best website for trusted ,evidence based consumer information
Includes an active community of bloggers, community chats and virtual reality enthusiasts
Qualıtıes
Easy/Quick to NavigateVery Easy and
Intuitive to use
Accessibly Written
Very accessibly Written
All content is written/reviewed
by Experts
personableWith expert
reviewed peer content
Professıonal
Competitors
MedNet.com – Summary
Competitors
US National Library of Medicine
WHO Website
Cholestrol.com
Condition Specific Sites
Competitors
Clinical Trials .com
Alternativehealth.com
Marvel – Search Engine
Business Model
MedNet.com – Summary
Business Model
Pays them by Cost per thousand Impressions (CPM) method
Offers all other content for free
Traditional Banner advertising ; primarily by pharmaceutical companies
Challenge 1MARVEL
The Marvel Story
Pays for clicks instead of impressions
Higher click through rate…
Seemingly a cheaper alternative for the companies…
The Marvel Story- Solution
Click ≠ Sale.
But this throws up another issue….Cholestrol.com
MedNet “click”ed customers tended to buy the product more than customers of general purpose marvel….
Challenge 2Cholestrol.com
(Content Specific Sites)
Characteristics..
Focussed only on one CHRONIC condition
Provided Interactive tools….
1
2
3 Came dangerously close to actual prescription / Diagnosing
Characteristics..
Focussed only on one CHRONIC condition
Provided Interactive tools….
1
2
3 Came dangerously close to actual prescription / Diagnosing
Characteristics..
Focussed only on one CHRONIC condition
Provided Interactive tools….
1
2
3 Came dangerously close to actual prescription / Diagnosing
Possible Solutions ??
?
The Alternatives
1Take a more
prescriptive role• Charge for
content
• Treat customers as almost patients
• Less dependent on revenues
Include Alternative Health info
2 3• Start
conservatively
• Then turn Liberal
• Will it help advertising ?
Be a manager of employer websites• Use Integrity to
their advantage
• Would advertising continue ?
• Is it good overall ?
The Alternatives
1Take a more
prescriptive role• Charge for
content
• Treat customers as almost patients
• Less dependent on revenues
Include Alternative Health info
2 3• Start
conservatively
• Then turn Liberal
• Will it help advertising ?
Be a manager of employer websites• Use Integrity to
their advantage
• Would advertising continue ?
• Is it good overall ?
The Alternatives
1Take a more
prescriptive role• Charge for
content
• Treat customers as almost patients
• Less dependent on revenues
Include Alternative Health info
2 3• Start
conservatively
• Then turn Liberal
• Will it help advertising ?
Be a manager of employer websites• Use Integrity to
their advantage
• Would advertising continue ?
• Is it good overall ?
Recommended Solution ??
?
Which one ?
1Take a more
prescriptive role• Charge for
content
• Treat customers as almost patients
• Less dependent on revenues
Include Alternative Health info
2 3• Start
conservatively
• Then turn Liberal
• Will it help advertising ?
Be a manager of employer websites• Use Integrity to
their advantage
• Would advertising continue ?
• Is it good overall ?
The Recommended Solution
1Take a more
prescriptive role• Charge for
content
• Treat customers as almost patients
• Less dependent on revenues
Include Alternative Health info
2 3• Start
conservatively
• Then turn Liberal
• It will help Advertising
Be a manager of employer websites• Use Integrity to
their advantage
• Would advertising continue ?
• Is it good overall ?
The next question is ….
Why not option 1 ?
Alternative Solution
Reasons..
Statistics show people are not willing to pay for content/ register..1
2
3
Will only lead to loss of customers
A prescriptive / diagnostic approach would harm MedNet’s image of trustworthiness, Integrity in case of any (highly plausible) legal issue.
Will harm MedNet in the long run.
A lot of people browse general health information not just condition specific pages. We would lose all those customers…
Evidence 1
6 out of 10 people wouldn’t want MedNet to store personal
information
Evidence 2
75% people wouldn’t want to pay for content
75 percent
Evidence 3
50% people wouldn’t want to register for content
50 percent
Clearly the adoption of this move will only harm the existing customer base and also will hinder potential users..
Analysis
!
Reasons..
Statistics show people are not willing to pay for content/ register..
A prescriptive / diagnostic approach would harm MedNet’s image of trustworthiness, Integrity in case of any (highly plausible) legal issue.
1
2
3
Will only lead to loss of customers
Will harm MedNet in the long run.
A lot of people browse general health information not just condition specific pages. We would lose all those customers…
‘…were at risk of violating state and federal regulations that require medical advice to be delivered in person by a licenced physician’
Evidence
The benefits(if any) of this move are clearly not worth the gamble that this move is. In the long run it’ll only serve to destroy the strong trustworthy image of MedNet.
Analysis
!
Reasons..
Statistics show people are not willing to pay for content/ register..
A prescriptive / diagnostic approach would harm MedNet’s image of trustworthiness, Integrity in case of any (highly plausible) legal issue.
1
2
3
Will only lead to loss of customers
Will harm MedNet in the long run.
A lot of people browse general health information not just condition specific pages. We would lose all those customers…
Evidence
50% people visit general sites
Evidence
Wait ? How does these people help advertisers ?
Evidence
These are the same people who would come back in case of a
crisis …
Evidence
As evidenced by this survey…
Yes No Would you return to MedNet In case you need
information ?93% yes !!!
Analysis
Hence this extra viewership helps…
Why not option 3 ?
Alternative Solution
Reasons..
Will dent their integrity and trustworthy image… Sends out a slightly image
1
2
3
The Pharmaceutical company may not let them advertise … even if they do they would e subject to control and regulation …
Will harm MedNet in the long run.
Loss of Independence …Factors like driving down healthcare costs will now be a priority …
‘ We’ll be inviting a perception that we abandoned our hard nosed scientific independence in morphing from a information content business to a human resources services for hire… ’
Evidence
- Heather Yates Vice President, Business Development MedNet,.com
Reasons..
Will dent their integrity and trustworthy image… Sends out a slightly image
1
2
3
The Pharmaceutical company may not let them advertise … even if they do they would be subject to control and regulation …
Will harm MedNet in the long run.
Loss of Independence …Factors like driving down healthcare costs will now be a priority …
Reasons..
Will dent their integrity and trustworthy image… Sends out a slightly image
1
2
3
The Pharmaceutical company may not let them advertise … even if they do they would be subject to control and regulation …
Will harm MedNet in the long run.
Loss of Independence …Factors like driving down healthcare costs will now be a priority …
Why alternative methods ?
Alternative Solution
Reasons..
Will expand and diversify the visitor/ customer base a lot.. 1
2
3
Help MedNet be more stable , and ensure it can afford to reduce income form some companies
For all non staunch supporters, MedNet will now serve to be a transitory, comprehensive, trustworthy source of all kinds of medical methods. Will increase it’s own viewership from these new class of customers.
Starting conservatively and then slowly turning liberally will help the customers adapt to the change. Hence no viewership is lost.
It’ll help diversify the income ensuring it doesn’t depend on any one company majorly
‘It’s audience was larger than MedNet’s and it’s advertising sales more robust… ’
Evidence
- Description of Alternativehealth.com
This class of staunch supporters of alternative medicine will now ultimately turn toward MedNet because of it’s trust worthy image..
Evidence
!
The staunch supporters of Western medicine will not have a problem because of the slow transition prescribed; their needs will still be continued to be served in the same way
Evidence
!
Reasons..
Will expand and diversify the visitor/ customer base a lot.. 1
2
3
Help MedNet be more stable , and ensure it can afford to reduce income form some companies
For all non staunch supporters, MedNet will now serve to be a transitory, comprehensive, trustworthy source of all kinds of medical methods. Will increase it’s own viewership from these new class of customers.
Starting conservatively and then slowly turning liberally will help the customers adapt to the change. Hence no viewership is lost
It’ll help diversify the income ensuring it doesn’t depend on any one company majorly
‘It’s audience was larger than MedNet’s and it’s advertising sales more robust… ’
Evidence
- Description of Alternativehealth.com
Such robust sales will help MedNet ensure it’s income comes from variable sources….
Evidence
!
..ensuring an incident like Windham wouldn’t have much impact on the company ….
Evidence
!
Reasons..
Will expand and diversify the visitor/ customer base a lot.. 1
2
3
Help MedNet be more stable , and ensure it can afford to reduce income form some companies
For all non staunch supporters, MedNet will now serve to be a transitory, comprehensive, trustworthy source of all kinds of medical methods. Will increase it’s own viewership from these new class of customers.
Starting conservatively and then slowly turning liberally will help the customers adapt to the change. Hence no viewership is lost
It’ll help diversify the income ensuring it doesn’t depend on any one company majorly
The non-staunch supporters of either medicine will now have an unique website that’ll let them compare and help find the right solution across the spectrum..
Evidence
!
Include Alternative Health information on the site
Final Recommendation..
Credits MedNet.com – An Analysis
http://psdkeys.com/powerpoint/7173-vertex-minimal-presentation-29707.html
http://psdkeys.com
Harvard Business Review : MedNet.com Confronts “Click-Through Competition
Allegra Young April 20, 2007http://images.elephantjournal.com/wp-content/uploads/2012/01/Alternative-Health1.png
Presentation by Chandra Has Dondapati
as part of an Internship under Professor Sameer Mathur
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