MEDNET CONFRONTS CLICK THROUGH COMPETITION
CASE STUDY
What are the objectives of this case study ?
Analyze the effect of competition from MARKET FOLLOWER &MARKET NICHER FIRMS
A website deliveringHEALTH INFORMATION
Generates income through ADVERTISEMENTS
Major Advertiser
WINDHAM
Charges on a CPM basis
What is the current situation?
Intense COMPETITION
Advertisers declining their INVESTMENT
Moving to otherSOURCES
MAJOR COMPETITIORS
MARVEL
CHOLESTEROL.COM
MEDNET - A Better Bet
Round 1
MedNet vs Marvel
Mednet Charges on a CPM basis
MARVEL Charges on a CLICK THROUGHbasis
$3.3 for a click through$100 for 1000 impressions
$0.54 for a click through
That’s a HUGE difference.
So how is MedNet better?
Some MIND BLOWING facts regarding MedNet
CUSTOMERSvisited back.93%
85% Customers findAdvertisers TRUSTWORTHY.
3 Times more purchases
2 Times more customers viewsSPONSOR’S ADVERTISEMENT
These are some pretty GOOD figures
Round 2
MedNet vs Cholesterol.com
Similar strengths.
does cholesterol.com has to offer ?
INTERACTIVE TOOLS
TRAVEL AGENCY service
How does MedNet tackle this one ?
Majority of MedNet viewers views bothCONDITION SPECIFIC pages as well as GENERAL HEALTH information pages
Moreover Condition Specific Websites have
Of violating STATE andFEDERAL GOVERNMENT laws
Are the offers made by Cholesterol.com reallybeneficial?
50%Customers does not store Personal information on suchwebsites
40% Customers would not registerfor other services
MedNet can still convince Windham not to pay for other websites.
MedNet needs to improviseto avoid future threats
Are there other alternatives ?
Extend the Coverage to different healing approaches.
Give references to other sources such as encyclopedias.
Promote generally accepted practices.
Contract large employers to become corporate health site.
These slides were created by Jeet Patel, as part of an internship done under the guidance of Prof. Sameer Mathur
Jeet Patel Sophomore UndergraduateIIT Kanpur