Mednet

Case analysis: MedNet.com Confronts “Click-Through” Competition

Team ID-286

Name:- Shiv Kumar Garg

AM-OPS(JAIPUR LPG, NR)

Staff no-M10164

Table of Contents:-

Analysis & Strategy

* Executive summary

* Situation analysis

* Environmental Analysis

* Strengths

* Weaknesses

* Opportunities

* Threats

* Strategic alternatives

* Proposed Strategy

Appendix A: Environmental Analysis-SWOT

Appendix B: References

Analysis & Strategy

* Executive summary

Mednet is an award winning site that provides trusted, evidence-based, consumer information. It is currently facing new competition from several sites that offer an array of information on therapeutic treatments, alternative medicine, and specific ailments such as cholesterol. Mednet is using cost-per- thousand-impressions advertising model, which is the best model to use in their case, in order to get more impressions and offer its advertisers more value, Mednet needs to increase traffic to its site. The site can do this by utilizing traditional media (e.g. Print newspaper, ads, and Print phone directory ads, Print magazines ads) to drive traffic to this site. Using social media and other web tools (e.g. Wikis, discussion boards, Customizable profiles) MedNet can keep those visitors engaged and encouraged to return.

* Situation Analysis

According to a Forrester Report by Manique Levy (2005), “Consumers’ demand for products that enable them to take more control of their health decisions and benefits will grow. Although various factors (e.g. more access to health information, increased direct-to-consumer advertising) have driven consumers’ empowerment it has grown slowly.” Levy also reports that 52% of online consumers” would be interested in using the web to evaluate or manage at least one aspect of their healthcare in the future.” In a Forrester report from 2006, Levy found that,” Eight percent of online users said they are using the Internet more often...