Mednet Case Analysis Essay
Mednet.com Case – Individual Homework Questions
1. Mention three of the advertisers’ objectives and what the best metrics are for measuring them (i.e., what do advertisers want to gain from their ads and how can they trace the success of the ads on those dimensions?).
Three objectives that advertisers want to gain from their online advertising as follow
1.1 Brand awareness
Brand awareness helps the brand stand out from the others competitors and play an important role in buying decision. So the advertisers want potential consumers to recognize their products.
How to measure
The number of people who see an online advertisement, called impressions, could be a way to measure brand awareness. The more consumers visit website and see …show more content…
This strategy also enhances income from other alternative advertisers, which reduce dependence on Windham.
Threat: Most of alternative health audience does not trust pharmaceutical companies or Western medicine.
Take a more prescriptive, diagnostic posture toward site visitors
To be less dependent on advertising revenues, MedNet should provide interactive tools, which visitors could store and track data such as weight, blood pressure or cholesterol level, in order to allow consumers to diagnose themselves. Once, the relevant advertised medications would have more chance to be bought. They could also charge for content and be less dependent on advertising revenues.
Threat: Board might not agree to dispense medical information.
Cooperating with large employers
With MedNet’s integrity and trustworthiness, it eases to contract the firm to become a corporate health site of record. MedNet could earn money from cooperations with companies except advertising
1. Mention three of the advertisers’ objectives and what the best metrics are for measuring them (i.e., what do advertisers want to gain from their ads and how can they trace the success of the ads on those dimensions?).
Three objectives that advertisers want to gain from their online advertising as follow
1.1 Brand awareness
Brand awareness helps the brand stand out from the others competitors and play an important role in buying decision. So the advertisers want potential consumers to recognize their products.
How to measure
The number of people who see an online advertisement, called impressions, could be a way to measure brand awareness. The more consumers visit website and see …show more content…
This strategy also enhances income from other alternative advertisers, which reduce dependence on Windham.
Threat: Most of alternative health audience does not trust pharmaceutical companies or Western medicine.
Take a more prescriptive, diagnostic posture toward site visitors
To be less dependent on advertising revenues, MedNet should provide interactive tools, which visitors could store and track data such as weight, blood pressure or cholesterol level, in order to allow consumers to diagnose themselves. Once, the relevant advertised medications would have more chance to be bought. They could also charge for content and be less dependent on advertising revenues.
Threat: Board might not agree to dispense medical information.
Cooperating with large employers
With MedNet’s integrity and trustworthiness, it eases to contract the firm to become a corporate health site of record. MedNet could earn money from cooperations with companies except advertising