61493168 MEDNET Analysis
Case Analysis:
MedNet.com Confronts
“Click-Through” Competition
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Rick McPherson/Brian Marr
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Table of Contents
Analysis & Strategy
1
Executive Summary
1
Situation Analysis
1
Strategic Alternatives
2
Proposed Strategy
2
Appendix A: Environmental Analysis - SWOT
4
Appendix B: Positioning Map
5
Appendix: References
6
Case Study: MedNet.com Confronts ”Click-Through” Competition
i
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
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 aliments such as cholesterol. MedNet is using a 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, print phone directory ads, print magazine ads) to drive traffic to the 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 Monique 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
MedNet.com Confronts
“Click-Through” Competition
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Rick McPherson/Brian Marr
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Table of Contents
Analysis & Strategy
1
Executive Summary
1
Situation Analysis
1
Strategic Alternatives
2
Proposed Strategy
2
Appendix A: Environmental Analysis - SWOT
4
Appendix B: Positioning Map
5
Appendix: References
6
Case Study: MedNet.com Confronts ”Click-Through” Competition
i
Monique Priestley
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
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 aliments such as cholesterol. MedNet is using a 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, print phone directory ads, print magazine ads) to drive traffic to the 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 Monique 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
References: Golvin, C., Schadler. (2008). The state of consumers and technology: Benchmark 2008. Retrieved from http:// www.forrester.com/rb/Research/state_of_consumers_and_technology_benchmark_2008/q/id/44126/t/2 Claritas (2003). PRIZM NE: The new evolution segment snapshots. Retrieved from http://www.icyte.com/system/ snapshots/fs1/0/3/1/5/03155d650fb7015aacba5303706d9ea56b4fac61/index.html?anno_id=27835#top Levy, M. (2005). Empowered online health consumers. Retrieved from http://www.forrester.com/rb/Research/ empowered_online_health_consumers/q/id/51835/t/2 Levy. M. (2004). Online caregiver segmentation. Retrieved from http://www.forrester.com/rb/Research/ online_caregiver_segmentation/q/id/51224/t/2 Levy, M. (2007). Online health. http://www.forrester.com/rb/Research/online_health/q/id/52144/t/2 Levy, M (2006). Health search marketing. Retrieved from http://www.forrester.com/rb/Research/health_search_marketing/q/id/ 52446/t/2 Levy, M. (2006). Online prescription drug marketing. Retrieved from http://www.forrester.com/rb/Research/ online_prescription_drug_marketing/q/id/52964/t/2 Levy, M. (2008). Social media in health. Retrieved from http://www.forrester.com/rb/Research/social_media_in_health/q/ id/53114/t/2 PatientsLikeMe (2010). About us: Company milestones. Retrieved from http://partners.patientslikeme.com/about/ Snyder, J