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

What is MedNet ?

A website deliveringHEALTH INFORMATION

ABSOLUTELY

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