SEO Case Presentation

MedNet Case Study

Presented by:

Yan Ortiz

About MetNet.com• MedNet was founded in 2002

• It launched its website with three main goals:

1. Provide scientifically based medical informational

to a non-professional consumer audience

2. Provide this information for free

3. Generate profits from advertising sales

• Content was developed and reviewed by trained journalists,

doctors, designers, and administrators

• Rated as the best health website for trusted, evidence-

based, and consumer health information

U.S. National Library of Medicine

World Health Organization

Cholesterol .com

ClinicalTrials.com

Alternative health.com

Marvel Search Engine

MedNet’s Competitors

MedNet’s First Challenge

• Pay-per-click (PPC)

• $ 0.54 per click

• Search engine

• Large but non-

targeted audience

• Award winning health

website

• Visitors stayed longer

and explored avidly

• Smaller but Targeted

Audience

• Large volume through

purchases

• Cost per thousand

impressions (CPM)

• $ 3.33 per click

MedNet Marvel

Windham believes click-through is

more important than impressions

and they are over-paying MedNet

for the same service they can get

in Marvel

PPC Approach

• Unlike Marvel, MedNet focuses on specific target audiences which mainly attract pharmaceutical advertisers to generate revenue

• Revenue will drop at least 80%

Alternative Healing

Approach

• The board disapprove of alternative healing approach to increase traffic

• Alternative health audiences do not trust pharmaceutical companies

Corporate Health Site Approach

• It can help reduce reliance on advertisers

• Possibility of being involved in a debate about driving health care costs down

• Change in business model from an information content business to a human resources service provider-for-hire

Possible Approaches

MedNet Marvel

Advertiser Payment Methods Cost-per-thousand impressions (CPM) Pay-per-click (PPC)

Average Monthly Visitors 4.3 million 19 million

Impressions Received 17.2 million 57 million

Cost $ 100 CPM $ 0.54 per click

Click-throughs 516,000 798,000

Click-through rate 3% 1.40%

Total Ad Costs $ 1.72 million $430,920

Cost per click-through $3.33 $0.54

Potential Conversion Rate

Potential Conversion

Potential Average Profit Margin

MedNet vs. Marvel

57 million

1.71 million

6% 2%

( 1.71 mm * 0.06) 102,600 ( 798,000 * 0.02) 15,960

5.7 million

( 102,600* 150) $ 15.39 million (15,900* 45) $ 715,500

1

2

Data is based on Windham’s advertisement on each site

Data is based on Exhibit 3 – MedNet Visitor Survey Results

Data is based on Exhibit 4 – Average Profit Margin per Pharmaceutical Prescription for Heart Medication

1

2

1

Second Challenge

• Wide range of medical

conditions delivered real

value to its readers

• Visitors valued both

condition-specific pages

and general health

information

• Non condition-specific

visitors

• Unable to focus on one

category’s traffic

improvement

• Do not provide tailored

recommendations for

medical treatment

• Focused on one chronic

condition and sought to

disseminate the latest

information from medical

sources

• Provide interactive tools

for visitors to store and

track data

• Provide tailored

recommendations about

medical treatment

• Unable to attract visitors

who are looking for

general medical

information

• Possibility of violating

both state and federal

government regulations

MedNet Cholesterol.com

Ultimately, Windham is asking MedNet

to come up with a solution to

increase traffic and click-throughs

in its website

Possible Approaches

Prescriptive and Diagnostic Approach

• Provide treatment and tailored recommendation for visitors

• Charge for content and reduce advertising cost

• Increase risk of violating both state and federal government regulation

Alternative Healing

Approach

• The board disapprove of alternative healing approach to increase traffic

• Alternative health audiences do not trust pharmaceutical companies

Corporate Health Site Approach

• It can help reduce reliance on advertisers

• Possibility of being involved in a debate about driving health care costs down

• Change in business model from an information content business to a human resources service provider-for-hire

Create forum or community for visitors to ask questions to experts or discuss issues amongst themselves

Place and increase suggested ad on related pages

Use PPC or improve MedNet.com‘srelevancy and quality for ranking on search engines

Suggested Solutions

Example

Example

The opinions expressed here are solely those of the user

Avoid providing medical and alternative health treatment on site

Visitors can now discuss their medical issues with others who are experiencing similar problems

On-site licensed doctors can provide medical advices

Interaction between visitors and doctors can potentially increase traffic to MedNet.com

Benefits

SEO Case Presentation

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