...1. What does an advertiser want? Sales, leads, brand awareness? What are the best metrics for measuring these? The primary role of an advertiser is to attract and increase a customer base so as to ultimately produce sales. Leads and brand awareness primarily serve as opportunities for product placement and/or services in front of potential consumer in an effort to influence their behavior. Generally, this influence sparks an interest in the product or service thus causing the consumer to view a webpage (awareness) or click on an advertisement (lead). A company will determine, based on its advertising budget, which method adds the most value to their business. Therefore, best metric for measuring sales would be to calculate the revenue generated from an advertising medium. Moreover, web analytics have developed software-tracking databases that capture the behavior of each visitor, making it easier for advertisers to simply calculate the rate of return from these advertising methods. Most website advertisers employ cost-per-thousand-impression (CPM) or click-through pricing based model (CTR) to aid in determining generated sales. CPMs are determined by the number of visitors who actually saw an online advertisement through accessing a webpage, versus CTRs which account for visitors who actually clicked on the advertisement to learn more about an advertised product on a webpage. CTRs are calculated by taking the number of click-throughs and dividing it by the number of ad impressions...
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...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 &...
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...argue that visitors to the MedNet.com website are “in crisis” and therefore more disposed to purchase products immediately. Even though the total number of impressions may be low, those visitors coming to the website are ready and willing to purchase after researching the information they desire. Even thought the total number of impression for MedNet is low which is at 516,000 click-through compare with 798,000 that Marvel has that does not mean that the total revenue on sales for Windham will be greater. One metric for measuring sales revenue generated by a specific banner, advertising campaign is by using coupons. After the customer clicks on the banner ad, they are taken to a printable coupon. The coupon is then printed and the customer uses it at the pharmacy. The pharmacy then reports this coupon usage and the advertiser can get an idea of the Return on Investment (ROI). According to the article the estimated contribution per sale for a Heal care website (MedNet) is $150 compare to t search engine website (Marvel) which is $45. Thus if we multiple the total number of click-throught that actually made a purchase for MedNet we have a total...
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...Cholestrol.com gave prescriptions to visitors treating them as patients and other add-ons like being multi-lingual, promoting global health tourism. Alternatives: 1. Take more prescriptive approach and charge site visitors for accessing content and therefore, be less dependent on advertising revenues as Cholestrol.com does. 2. Bring in information on alternative medicine. 3. Build on their strengths (integrity & trustworthiness) and also evolve into developer and manager of employer websites. Justification for the above options: 1. This option is actually against values of MedNet; the values of providing alternative medicines. It is also illegal to prescribe any medication without a license. Yet, if we do that then we will have to add disclaimers and this will only decrease trust. Also, 75% of customers say that they wouldn’t pay for content (Exhibit 3). 2. This option is actually against values of MedNet; the values of providing alternative medicines. 3. They need to retain integrity and trustworthiness. The contract will allow for advertisements. But we will not keep the...
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...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 a large search engine with a huge audience. Mednet is also facing tough competition from several other websites providing expert information on therapeutic treatments and condition specific diseases like cholesterol. About MedNet: MEDNET IS AN AMERICAN CORPORATION WHICH PROVIDES HEALTH INFORMATION SERVICES. THE WEBSITE WAS created with a mission of providing reliable and trustworthy medical information to consumer audience for free and to make profits through advertising from pharmaceutical companies. Two important aspects to be always monitored by MedNet to be on top of the things are it’s Visitors and Advertisers. WHAT DOES AN ADVERTISER WANT? SALES, LEADS, BRAND AWARENESS? WHAT ARE THE BEST METRICS FOR MEASURING THESE? The advertisers here are pharmaceutical companies who buy onscreen advertising space from websites. Though branding in the form of promoting company’s logo, slogan, and their product’s name along with its features is paramount to any company, it is the ‘numbers’ in terms of Sales revenue that matters the...
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...Problem & Key issues MedNet is an award-winning site that provides trusted, evidence-based, consumer medical related information. As the competitive landscape evolves, MedNet is forced to develop a new strategy in order to keep doing business in the face of declining advertising revenues due to new competition such as Windham and Cholesterol.com. Thus it must decide how it will continue to generate revenue while addressing competitive challenges. Consumer Behavior MedNet has a loyal and engaged customer base that ensures a better value for ad money than other competitors. While MedNet’s customers are loyal and with a high return rate, the majority of them would view a shift to storing personal information and charging for services and medical information very negatively. Despite all three websites’ (MedNet, Cholesterol.com, Marvel) goals are to provide free pharmaceutical information to visitors in hopes of attracting as much advertising as possible, their business models are different, and are built around different consumer segments with different behaviors. Target Group MedNet’s current target group consists of consumers browsing for trustworthy and reliable medical information, predominantly about western medicine. MedNet could potentially target other groups, such as businesses and organizations, as will be explained in detail later. Competition A new group of niche, condition-specific competitors has entered the playing field. MedNet is facing serious competition...
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...EXAMPLE 8.2-1: Performance of a Cross-Flow Heat Exchanger The cross-flow heat exchanger investigated in EXAMPLE 8.1-1 and EXAMPLE 8.1-2 is used to heat air with hot water. Water enters the heat exchanger tube with a mass flow rate, mH = 0.03 kg/s and temperature, TH,in = 60°C. Air at TC,in = 20°C and atmospheric pressure is blown across the heat exchanger with a volumetric flowrate of VC = 0.06 m3/s. The conductance of this heat exchanger has been calculated using several different techniques in Section 8.1; the best estimate of the conductance is UA = 58.4 W/K, obtained using the compact heat exchanger correlations. a.) Determine the outlet temperatures of the water and air and the heat transfer rate using the LMTD method. To solve this problem, we could add code to the EES program developed for EXAMPLE 8.1-2. Instead, a new program will be generated so that the calculations needed to implement the LMTD method are clear. The conductance calculated in EXAMPLE 8.1-2 is an input to this program. It would appear to be straightforward to use the information provided together with the LMTD heat exchanger formulation in Eq. (8-48) to determine the outlet temperatures. However, the LMTD method is not as easy to use as the ε-NTU technique discussed in Section 8.3. The known information is entered into EES. "EXAMPLE 8.2-1: Performance of a Cross-Flow Heat Exchanger" $UnitSystem SI MASS RAD PA K J $Tabstops 0.2 0.4 0.6 3.5 in "Inputs" V_dot_C=0.06 [m^3/s] p=1 [atm]*convert(atm,Pa) T_C_in=convertTemp(C...
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...2012/07/22 Executive Summary MedNet , an award winning website, considered to be the best website for trusted, evidence-based, consumer health information for their non-professional visitor had 4.3 million of monthly visitors as of 2006, who visited or returned to MedNet only when they were“in crisis”. The products advertisement with MedNet from pharmaceutical companies usually enjoyed better image and higher chance of making a purchase because visitors tended to believe products advertised in MedNet were more reliable. MedNet provided information for free and generated profits from advertising sales by adopting revenue model of cost per 1000 impression. In the year 2007, MedNet started to face competition from search engine website, Marvel; non-profit comprehensive information providers; unproven therapies provider and specific-condition sites that focused on particular problems, such as Cholersterol.com. Among which, Marvel and Cholesterol were causing threat. According to the case, Marvel was essentially a large search engine using advertising model: contextual, or pay-per-click, banner advertising. Advertisers like Windham did not have to pay for each impression but for each click-through. MedNet had to prove their business model a better set up than what Marvel was offering to Windham so as to prevent Windham from shifting its advertising dollars to Marvel. Please refer to the relative analysis based on exhibit (2). It shows MedNet was really a better set up than Marvel...
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...advertisements. Advertisers can track profits from advertising through their total sales. Customers have to print out coupons which has a barcode identifying where customers get them. Then advertisers can collect the coupons and calculate the sales after customers use coupons to actually buy something. Therefore, advertisers can tell which website can give them most benefits. 2. According to Exhibit 3, 6% of customers made a purchase after clicking the advertisements at MedNet, but only 2% of customers made a purchase after clicking the advertisements at a search engine website. Therefore, we can say that impressions method is much better to measure how efficient MedNet can convert browsers to actual buyers. Although it is more expensive to use impression, you can attract more customers to buy products and make incremental benefits. The reason is that most browsers check MedNet because they have healthy problems or their relatives have. Therefore, they are more likely to buy advertised products at MedNet...
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...Administrative Ethical Issues Nicole L. Clayton HCS/335 25 July 2011 Patricia Daugherty Administrative Ethics Paper Ethical issues are a constant in the healthcare world. Finding the line between what is legally right and what is ethical is not a simple task. In recent news a Turkish doctor is being tried for that very reason. The doctor on trial refused to treat a patient because the scenario would have required him to breach the doctor-patient confidentiality law. However, the gendarmeries were bound under orders to not leave the patient, who was also a prisoner, unsupervised due to the Tripartite Protocol. In this paper legal and ethical issues that arise from both sides, when each party is bound by separate laws, as well as what happens when these laws overlap. Issue and Impact With the case regarding Sadık Çayan Mulamahmutoğlu, a physician from south-eastern Turkey whom refused treatment of an inmate brought into the medical facility where he was working, for concerns that the scenario would violate the doctor patient confidentiality law (Bianet, 2011). This case will affect all prisoners that require healthcare treatments in a hospital setting, the law enforcement officials required to supervise the inmate and the medical professionals called on to treat the patient. This does not include the general public who agree with one side or the other. The media surrounding this case is getting many people who side with the medical professionals and less with the...
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...Introduction The ethical are a constant in the healthcare world. When finding the line between what is legally right and what is not ethical is not a simple task. There was recent news in Turkish doctor is being tired for that reason. The doctor was on trial because he refused to treat a patent because of the scenario whole have required him to breach the doctor-patient confidentially law. The gendarmeries were bound under the order to not leave the patient, which was also a prisoner, unsupervised due to the Tripartite Protocol. In this paper I will be talking about legal and ethical issue that will arise from both sides, when each of the party is bound by separates laws, as well as what happen what these laws overlap. Issue and impact With the case with regarding Sadik Cayan, Mulamahmutoğlu with a physician from south-eastern turkey whom refused a treatment of an inmate who was brought in the medical facility where we was working, for his concerns that the scenario would the doctor patient confidentiality law (Bianet, 2011). The case that I am talking about will affect all of the prisoner that are require healthcare treatment in a hospital setting, the law enforcement official requited to supervise the inmate and the medical professionals to called on of the treat the of patients. This doesn’t include the general public whose does agree with one did or the other. When the media is surrounding this case it is getting people who side with the medical professionals and les...
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... * Outline I. Introduction Overview of the Insurance Industry Company Profile I. Motivation General Overview Financial Rewards II. Financial Rewards at MetLife Alico III. Analysis of findings IV. Conclusions and Recommendations V. Appendix I- Introduction * Introduction The Insurance Industry in Lebanon * Open & liberal market * 60 insurance companies * Top 10 companies account for 60% of total premiums * Gross premiums per operating company have improved between 1997 and 2002 * Introduction * Life insurance sector is very developed relative to other Arab countries * Top 5 insurance companies: 1. - Arope Insurance 2. - Mednet Liban 3. - Libano- Suisse 4. - MedGulf 5. - MetLife Alico * Introduction Alico’s Profile: * American Life Insurance Company (Alico) is one of the largest leading insurance companies in the world * 1921: Established in Shanghai – China * 1960’s: Moved to Wilmmengtion- Delaware * 1980`s: Operating in Latin America , Middle East and Europe * Aim: “for market leadership and profitable growth, employing local talent and empowering individuals to perform at very high levels.” * Introduction Alico in Lebanon : * Leading life insurance company since 1953 * Main office in Verdun, Beirut * 400 agents * 21 Sale`s branches * 100,000 customers * Introduction...
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...Administrative Ethics Paper Introduction The ethical are a constant in the healthcare world. When finding the line between what is legally right and what is not ethical is not a simple task. There was recent news in Turkish doctor is being tired for that reason. The doctor was on trial because he refused to treat a patent because of the scenario whole have required him to breach the doctor-patient confidentially law. The gendarmeries were bound under the order to not leave the patient, which was also a prisoner, unsupervised due to the Tripartite Protocol. In this paper I will be talking about legal and ethical issue that will arise from both sides, when each of the party is bound by separates laws, as well as what happen what these laws overlap. Issue and impact With the case with regarding Sadik Cayan, Mulamahmutoğlu with a physician from south-eastern turkey whom refused a treatment of an inmate who was brought in the medical facility where we was working, for his concerns that the scenario would the doctor patient confidentiality law (Bianet, 2011). The case that I am talking about will affect all of the prisoner that are require healthcare treatment in a hospital setting, the law enforcement official requited to supervise the inmate and the medical professionals to called on of the treat the of patients. This doesn’t include the general public whose does agree with one did or the other. When the media is surrounding this case it is getting people who side with the...
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...MARKETING COURSE Articles Books & Chapters Cases Course Modules Online Courses Simulations 2012 MATERIALS Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications: Babson College Business Enterprise Trust Business Expert Press Business Horizons Magazine California Management Review Darden School of Business Design Management Institute HEC Montréal Centre for Case Studies Ivey School of Business International Institute for Management Development (IMD) IESE Business School INSEAD John F. Kennedy School of Government Kellogg School of Management Perseus Books Princeton University Press Rotman Magazine Stanford Graduate School of Business Sloan Management Review Social Enterprise Knowledge Network Thunderbird School of Global Management Tsinghua University University of Hong Kong Customer service is available 8 am to 6 pm ET, Monday through Friday. Phone: 1-800-545-7685 (1-617-783-7600 outside the U.S. and Canada) Tech support is available 8 am to 8 pm ET, Monday through Thursday, 8 am to 7 pm ET Friday. Phone: 1-800-810-8858 (1-617-783-7700 outside the U.S...
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...letters to nature and 10 Na3HP2O7. FV solution also contained 0.2 NaF and 0.1 Na3VO4. Rarely, irreversible current rundown still occurred with FVPP. The total Na+ concentration of all cytoplasmic solutions was adjusted to 30 mM with NaOH, and pH was adjusted to 7.0 with N-methylglucamine (NMG) or HCl. PIP2 liposomes (20–200 nm) were prepared by sonicating 1 mM PIP2 (Boehringer Mannheim) in distilled water. Reconstituted monoclonal PIP2 antibody (Perspective Biosystems, Framingham, MA) was diluted 40-fold into experimental solution. Current–voltage relations of all currents reversed at EK and showed characteristic rectification, mostly owing to the presence of Na+ in FVPP and possibly also residual polyamines. Current records presented (measured at 30 C, −30 mV holding potential) are digitized strip-chart recordings. Purified bovine brain Gbg29 was diluted just before application such that the final detergent (CHAPS) concentration was 5 M. Detergent-containing solution was washed away thoroughly before application of PIP2, because application of phospholipid vesicles in the presence of detergent usually reversed the effects of Gbg; presumably, Gbg can be extracted from membranes by detergent plus phospholipids. Molecular biology. R188Q mutation was constructed by insertion of the mutant oligonucleotides between the Bsm1 and BglII sites of pSPORT– ROMK1 (ref. 11). A polymerase chain reaction (PCR) fragment (amino acids 180–391) from pSPORT–ROMK1 R188Q mutant was subcloned into pGEX2T...
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