Questions to Consider in Case Write-up: 1. What is the best argument Heather Yates can make to justify charging Windham Pharmaceuticals for impressions instead of click-throughs? Does she have acceptable alternatives? Click-throughs: People showing an active interest‚ but not necessarily sales. Impressions: Viewers. High quality “views” (people who will by eventually) are more valuable than low quality “look-in” click-through. “wanted to learn more”. Is this more accurate?
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advertiser ‘Windham Pharmaceuticals’. She along with the leadership team were on the task of convincing Mahria Baker‚ Windham’s CMO to continue advertising with them instead of investing their advertisement dollars on ‘Marvel’ which was essentially a large search engine with a huge audience. Mednet is also facing tough competition from several other websites providing expert information on therapeutic treatments and condition specific diseases like cholesterol. About MedNet: MedNet is an American corporation
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with the consumer choosing a credible (like Mednet) and suitable (a drug company wouldn’t advertise in Motorcycle world for example) media outlet is critical because they can affect your message’s credibility. The best metric is sales generated per advertising dollar spent or ROI. When choosing between different media outlets comparing the ROI is the most objective way of gauging cost effectiveness. 2) What
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MedNet Case Analysis Problem Definition - MedNet.com could possibly lose Windham Pharmaceuticals‚ their biggest advertiser‚ to Cholesterol.com‚ which is a condition specific site. - MedNet.com must decide whether to charge for advertising based only on click-through‚ keep its current pricing structure‚ or change its strategy all together. - MedNet.com must decide how it will continue to generate revenue while addressing competitive challenges. - MedNet.com may lose
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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
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Executive Summary MedNet is an award-winning site that provides trusted‚ evidence-based‚ consumer information. It is currently facing new competition from several sites that offer an array of information on therapeutic treatments‚ alternative medicine‚ and specific aliments such as cholesterol. MedNet is using a cost-per-thousand-impressions advertising model‚ which is the best model to use in their case. In order to get more impressions and offer its advertisers more value‚ MedNet needs to increase
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Angella Powell Open Arms - Research My business research is going to base on Graham Windham family services. Graham Windham states “They are fully committed to improving the well-being and family of every child we serve.” Graham is not just interested in placing kids in foster homes and leaving them behind. Graham Windham states “Their board is composed of men and women of unusual talent‚ and understand the need to serve the children and the families. Thus they embrace the goal of service excellence
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advertising revenue from Windham Pharmaceuticals. However‚ as the competition from health websites for both visitors and advertisers has increased‚ Windham is debating whether to redirect its limited advertising budget elsewhere. Heather Yates of MedNet.com successfully diverted Windham from moving its advertising dollars to the search engine Marvel‚ but now she is faced with the problem of potentially losing Windham’s business to Cholesterol.com. In Yates’ argument to Windham regarding its consideration
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.COM Failure Marketing and the .COM Bust Why Marketing? The .COM bust‚ the .COM “bubble”‚ the failure of companies that “dot-bombed”‚ happened more than a decade ago‚ but the lessons learned are important for the present tech sector. Many investors argue that we are in a bubble now‚ with companies like Instagram selling for $1 billion and hundreds of others getting million dollar valuations. Looking back‚ it’s clear from a marketing perspective current aspects of the products and websites themselves
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