MedNet.com Case – Analysis and Strategic alternatives We are presented with a case where Heather Yates‚ vice president for business development at MedNet.com‚ a website delivering health information free to consumers‚ was losing one of their biggest advertiser ‘Windham Pharmaceuticals’. She along with the leadership team were on the task of convincing Mahria Baker‚ Windham’s CMO to continue advertising with them instead of investing their advertisement dollars on ‘Marvel’ which was essentially
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with the consumer choosing a credible (like Mednet) and suitable (a drug company wouldn’t advertise in Motorcycle world for example) media outlet is critical because they can affect your message’s credibility. The best metric is sales generated per advertising dollar spent or ROI. When choosing between different media outlets comparing the ROI is the most objective way of gauging cost effectiveness. 2) What
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MedNet Case Analysis Problem Definition - MedNet.com could possibly lose Windham Pharmaceuticals‚ their biggest advertiser‚ to Cholesterol.com‚ which is a condition specific site. - MedNet.com must decide whether to charge for advertising based only on click-through‚ keep its current pricing structure‚ or change its strategy all together. - MedNet.com must decide how it will continue to generate revenue while addressing competitive challenges. - MedNet.com may lose
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Mednet.com Case – Individual Homework Questions 1. Mention three of the advertisers’ objectives and what the best metrics are for measuring them (i.e.‚ what do advertisers want to gain from their ads and how can they trace the success of the ads on those dimensions?). Three objectives that advertisers want to gain from their online advertising as follow 1.1 Brand awareness Brand awareness helps the brand stand out from the others competitors and play an important role in buying decision
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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
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people in need of medical information‚ which presents firms like Windham the opportunity to advertise to a targeted audience. The problem her firm now faces stems from the fact that the argument she built against Marvel actually strengthens Windham’s case to switch its advertising dollars to Cholesterol.com‚ an even stronger competitor. Cholesterol.com is a targeted and concentrated website that has the competitive advantage of being the most relevant source for information on the internet regarding
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Reporting Income for Dot-Coms Priceline.com 1. Under the current system of accounting‚ the company would record revenues of $250 as they are the merchants to the transaction and $200 (80% of transaction value) as their cost of goods sold. 2. Alternatively‚ the company can net off the effect and show $50 (20% of transaction value) as their commission revenue. 3. If I were the CFO‚ I would recommend to opt for the first method of revenue recognition because it would show better
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The case of the man taping basketball girls case in Waseca County took place in February 23‚ 2012. In this case‚ two men noticed a 58-year-old man was video taping West High School girls playing basketball game and the man was accused of filming a particular girl player in the basketball team. The girl’s father confronted the man with the camera but the man appeared to be nervous and he stuttered. Later on‚ the man was brought into West activities director Ken Essay’s office and the man said that
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WorldCom: internal audit lessons to be learnt On June 9 2003‚ the U.S. Bankruptcy Court of New York issued a report on the WorldCom accounting fraud that expands on the court’s earlier findings of mismanagement‚ lack of corporate governance‚ and concern regarding the integrity of the company’s accounting and financial reporting functions. Supervised by former U.S. Attorney General Richard Thornburgh‚ the study was commissioned by the court to investigate allegations including fraud‚ mismanagement
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