Free Essay

Mednet

In: Computers and Technology

Submitted By magano227
Words 284
Pages 2
Introduction:
MedNet.com, started in 2002, is an award winning website delivering health information for free to visitors. The revenue was generated from advertising mostly from pharmaceutical companies. The advertising model was Cost per 1000 impressions (CPM)
Goals of MedNet.com:
- To provide scientifically based medical information
- To reach non-professional consumer audience
- To provide information for free and to generate profits from advertisement sales
Current Situation:
Windham Pharmaceuticals who happens to be MedNet’s biggest advertiser was looking at other avenues such as Marvel & Cholestrol.com. Marvel was a search engine it followed pay per click advertising model. Windham’s Baker felt advertising on Marvel would be more cost effective and would reach more people. 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 advertisements...

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