Mednet

Executive Summary

MedNet.com a healthcare website created in 2002 was launched with 3 goals ; to provide scientifically based medical information to a nonprofessional consumer audience , for free and generate profits from advertising sales .MedNet communicates with traditional web journalism , interactive software and social media tools like blogs , video reports and virtual reality tours . In the year 2006 it generated $1 million in profits , however in the first quarter of 2007 , MedNet started facing competition from several sites that offers an array of information on therapeutic treatments, alternative medicine and specific ailments such as cholesterol , government websites etc . MedNet was on the verge of loosing Windham one of its main advertiser to Marvel as it felt that Marvel would be providing same returns at cheaper rates .

Though MedNet is able to convince Windham on Marvel , it confronts another competition from Cholestrol.com which has the same strength as MedNet as far as Windham’s product Vesselia is concerned . MedNet currently faces challenge of coming up with intuitive ideas as to how to advertise their advertiser’s product in ways their competitors didn’t and roadmap in the long run.

Another key decision making point that is emerging from the case is whether one should go for the click through model / impression based model .

Options available with MedNet:

(a)Treat every visitor as patients and charge them for contents (A)

(b)Bring alternative health information to the site (B)

(c ) Build on the trust and integrity & business expertise and evolve into manager of employer websites .(C)

(d) Others

CASE FLOW

“INDUSTRY ANALYSIS USING PEST:

Key Health care facts :

Of those 1000 people:

* 133 would have come from low-income countries, 356 from lower-middle-income countries, 302 from upper-middle-income countries and 209 from high-income countries.

* 143 would have been children under 15 years of age, 407 adults...