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com Confronts “Click-Through” Competition
Winter 2011: MCDM COM588 Digital Media Marketing & Branding
Rick McPherson/Brian Marr
com Confronts ”Click-Through” Competition i .Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Table of Contents Analysis & Strategy Executive Summary Situation Analysis Strategic Alternatives Proposed Strategy 1 1 1 2 2 4 5 6 Appendix A: Environmental Analysis .SWOT Appendix B: Positioning Map Appendix: References Case Study: MedNet.
Levy found that. evidence-based. MedNet’s website is not only easy-to-navigate and accessibly written. Marvel. MedNet chose to target its efforts towards getting pharmaceutical companies to buy banner advertising.” If MedNet can form an audience of regularly returning customers.” Environmental Analysis Strengths MedNet is a award-winning website that is considered a trusted.” Levy found that. online consumers are signiﬁcantly more inﬂuenced by information from peers than from corporations. When it started. and medical reference publishers. many of MedNet’s visitors come only when they need medical information “in crisis. [and] a photography service. source of the best consumer health information on the Internet. increased direct-to-consumer advertising) have driven consumers’ empowerment it has grown slowly. the site would be in good shape. Using social media and other web tools (e. Situation Analysis According to a Forrester Report by Monique Levy (2005). more access to health information. customizable proﬁles) MedNet can keep those visitors engaged and encouraged to return. “Consumers’ demand for products that enable them to take more control of their health decisions and beneﬁts will grow.” MedNet has a monthly audience of 4. “To see what other consumers say about a medication or treatment.. “24 trained journalists. alternative medicine. MedNet needs to increase trafﬁc to its site. Right now. evidence-based. and in a predictable pattern.. This includes asking their physicians for prescription medication when it isn’t available over-the-counter. In order to get more impressions and offer its advertisers more value. news agencies.g..although various factors (e. chat.” On top of that.” In a Forrester report from 2008. By focusing on pharmaceutical companies. and speciﬁc aliments such as cholesterol. The site can do this by utilizing traditional media (e. and administrators. doctor ofﬁces.com Confronts ”Click-Through” Competition 1 . “Eight percent of online users said they are using the Internet more often because it is becoming more difﬁcult to get the care they need from a doctor. designers. MedNet’s visitors often return to research any following aliments. MedNet is missing out on a whole slue of opportunities such as medical centers. MedNet needs to use a mix of traditional and digital strategies in order to get direct trafﬁc (or trafﬁc through MedNet proﬁles on networking sites).g. MedNet’s visitors also tend to buy more products from advertisers when they ﬁnally decide to purchase. Search engines such as Marvel not only have a large audience.3 million users that visit its site and utilize web banners of companies that can offer immediate solutions to health concerns. Levy also found that 36% of online health connectors use the internet. “When making drug-related decisions. wikis. which is the best model to use in their case. MedNet also has input from the faculty of a prominent medical school. drug stores. they have returning audiences that use the site regularly. Opportunities MedNet has an active community of visitors that use blogs.. Case Study: MedNet. MedNet is using a cost-per-thousand-impressions advertising model.g.” Levy also reports that 52% of online consumers.” In another report. discussion boards. even if they are regular visitors to MedNet’s network proﬁles.Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Analysis & Strategy Executive Summary MedNet is an award-winning site that provides trusted. many of MedNet’s competitor’s are focusing on providing visitors a narrow scope of information or pushing remedies to the public that have not been scientiﬁcally proven. doctors. those visitors usually end up covering many more areas of the site then are related to what they are searching for. Weaknesses A portion of MedNet’s trafﬁc is starting out by going through the search engine. print magazine ads) to drive trafﬁc to the site. print phone directory ads. Although MedNet won’t be able to compete with Marvel’s trafﬁc rates. Although competition is on the rise. “Would be interested in using the web to evaluate or manage at least one aspect of their healthcare in the future. Social websites such as PatientsLikeMe report that their communities are ﬂourishing and providing users with unrivaled support and information. It is currently facing new competition from several sites that offer an array of information on therapeutic treatments. print newspaper ads. and virtual reality. After an initial visit.. consumer information. During site visits. its content is developed by.
MedNet could worry about changing it’s advertising structure from cost-perthousand impressions to cost-per-click. Target. Not only will visitors ﬁnd them useful. which have been cutting into MedNet’s visitor base.. MedNet has a huge opportunity to engage those visitors across a variety of networks.” The report also found that. Nonproﬁt and governmental websites such as the US National Library of Medicine and the World Health Organization also provide mainstream medicine information to site visitors. Levy found that insured online consumers have one of the highest adoption rates of decision-making resources.. Strategic Alternatives Although MedNet has many options.” When it comes to trust. Sites such as Cholesterol. CVS). nor advertisers as it would attract an audience unlikely to trust corporate pharmaceuticals anyways). 42% of those surveyed said that they trusted the advertising found in the Yellow Pages. explore.” In another report Levy found that.500 consumers.com Confronts ”Click-Through” Competition 2 . and approach to advertising price schemes. In order to do this. this isn’t solving the main problem . but that won’t be helpful to its current customers (neither visitor demographic. and direct mail (26%). condition-speciﬁc competitors have entered the playing ﬁeld. “21% of online consumers said they used online resources to help them decide if particular drugs were best suited to them. Case Study: MedNet. Health information seekers also trust advertising emails which they signed up for (36%) and brand Websites (30%). “Online consumers who care for someone with a chronic condition have used health decision or management tools during the past year. MetNet has the opportunity to grow both its visitor trafﬁc and its value to advertisers by simply boosting its communications strategy.. MedNet could offer unproven therapies and alternative medicine.healthcare eBusiness executives spent and average of $4. MedNet needs to increase its visitor trafﬁc. In order to do this.. Levy reported that 70 percent of.g. Marvel is hugely successful with an audience of 19 million visitors per month and is selling advertisements in a number of categories. This was followed by print newspaper ads (33%). “The health industry’s eBusiness investments do not match consumer interest. MedNet needs to leverage these tools. and the amount of times that visitors return for more information.com tend to offer the latest information and interactive tools which stores visitor data.com which can offer Windham’s speciﬁc target market by offering information regarding cholesterol speciﬁcally. large corporations have begun to offer health intranets to their employees.” In order for MedNet to increase the value offered to Windham. At the same time. including a change of content. This was followed by print magazines at 16%.” In the same report. Another avenue that was not discussed is the use of traditional advertising in and around doctors’ ofﬁces and retail health services (e. Threats Sites such as ClinicalTrials.it needs to attract more visitors and it needs to generate more returning trafﬁc to its site.versus an industry average of $10. print newspapers at 14% and TV at 10%. When it comes to online media. “More consumers seek health information (78%) than ﬁnance or business information...com speciﬁcally. and engage.5 million in 2006. “45% of online consumers said they used online tools. the amount of time that visitors stay on its site. 41% of health information seeker’s trust advertising in the form of consumer opinions.com has a much larger audience and more robust sales and advertising strategy than MedNet. services and information to manage or evaluate at least one aspect of their healthcare beneﬁts and treatment choices during the past year. as well as make new tools available to its visitors. change of message. According to a Forrester report by Julie Snyder (2007). Walmart. they will also return to the site over and over to test other tools. including the pharmaceutical market. has a huge advertising budget and offers the site in 13 different languages.. but again. Cholesterol.it’s apparent that it’s time to ramp up online spending and efforts. A new group of niche. 35% prefer to use websites to get health information. In another Forrester Report by Monique Levy (2005). Although not a direct competitor. “97% of active online caregivers look for a wide range of health information online. magazine ads (27%).” The Forrester survey found that out of 7. it needs to keep the same content.Caregivers are most interested in evaluating and comparing the cost of drugs as well as being able to assess what is wrong.1 million. MedNet is facing serious competition from Cholesterol. and other social media tools. The report suggests that. but offer new value with community tools and communication outlets. chats. Alternativehealth.Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Because MedNet’s visitor community is ﬁlled with repeat visitors who are active in social media.. MedNet also needs to use traditional media to channel more advertising to drive visitors to its site..com have entered the market offering a variety of aliment speciﬁc information and information on alternative remedies. Proposed Strategy MedNet can already see that visitors to its site enjoy using forums.
print newspapers and print magazines. 42% of which visit health sites. but it could also offer aliment-speciﬁc communities comparable to the site.” These users are high-frequency users. “The most common reasons healthcare consumers visit online community resources include asking minor health questions (42%). share. “in-crisis. MedNet has a great opportunity to engage its existing customer base and a great opportunity to attract new customers.” or simply in search of health information. 27% use products online to manage a condition or disease. As PatientsLikeMe testiﬁed. This stat increases with commercially insured members of Generation X (43-63 years of age). proﬁles. PatientsLikeMe partners with pharmaceutical companies to provide information. in an e-mail newsletter. nearly onequarter (24%) of commercially insured online consumers have used an online community health resource. The speciﬁc technology used by the commercially insured online consumers include wikis (54%). MedNet could not only offer a “general health” community. compared with 21% of all online users.com or a simple information collaboration between MedNet and its offerings such as Windham’s prescription medications. MedNet should also spend a portion of its advertising budget on ads in telephone directories. high cholesterol. and engage. blogs (20%). A further target segment would be those in the Accumulated Wealth life stage group that have a health condition or disease. In 2008.” What better way to serve these consumers by inviting them to form a bond with other community members? Community members could use the tools not only to search for help and information. and discussion boards/forums. Finally. over 20% of US adults have diabetes.6 million commercially insured Baby Boomers (29-42 year of age) visit health sites. 15-20% of US adults have high cholesterol and 41% research the condition online. According to a Forrester report by Golvin and Schadler (2008). This group ﬁts between the ages of 25-54.com. but also to provide it as well. 55% of which research allergies online. allergies.com Confronts ”Click-Through” Competition 3 . MedNet needs to add additional focus to social media tools such as Facebook. 38% of the 23. it would be more likely to attract the customizers from the Accumulated Wealth life stage group. In fact. This group is most likely to have health insurance and be digitally literate. 33% of which go online weekly. and 40% of them research the condition online. According to the same report. college-educated and consists of families with children. MedNet needs not only to appeal to these people in general. it allows users to interact on a 24/7 basis and shine new light on MedNet as a partner in health and wellness. MedNet could invite guest bloggers/social media users to offer content and could offer incentives to the community for engaging. it needs to appeal to people who are emotional. The task of monitoring and providing content to the community could be handled by MedNet’s employees or outsourced to community members themselves.” Out of these consumers. Among this group of customizers. MedNet needs to ﬁrst focus on channeling traditional. 44% of healthcare consumers who use Social Computing tools seek information alone. health insurance providers.” Not only does this allow users to interact. and discuss a drug they learned about in an online ad with their doctor. Case Study: MedNet. According to another Forrester report (2007). PatientsLikeMe. wikis. “Today. researching health topics (42%). and getting help understanding medical information (36%). MedNet’s best target segment of visitors are those that ﬁt into the PRIZM (2003) F1: Accumulated Wealth life stage group. According to a Forrester report by Snyder (2008). Twitter. After it gets its traditional media in place. or by asking for sponsored posts from its advertisers. In order to encourage repeat customers. and 34% seek a combination of both. just under 10% of US adults have depression/anxiety and 56% research those conditions online. If MedNet were to employ social tools. “Many healthcare consumers are likely to use online healthcare community tools like discussion boards and blogs. is well-off. and 10-15% of US adults have allergies. 48% of Older Boomers (ages 51-61) are likely perform health research online in order to conﬁrm what their doctors tell them during their checkups. see a prescription drug ad. they are using community resources for two distinct needs: informational and emotional. and online chats (10%). and depression/anxiety as its providers of advertising content. 9% seek emotional support alone. This segment is already online. “Customizers are signiﬁcantly more likely than average online users to go online to ﬁnd out information about prescription drugs. a Forrester report found that 20% of online users are interested in customizing a health website. Snyder reports. and discussion boards. Many discussion boards have an incentive of rankings and different badges. To do this. see a prescription drug ad in a banner ad. MedNet would be wise to target producers medication for high blood pressure. this type of engagement empowers consumers by putting the patient back at the center of the healthcare system. and retail pharmacies. print advertisements through doctors’ ofﬁces.Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding MedNet needs to provide its site visitors with new ways to explore its content. discussion boards (33%). These ads could be either invite consumers to visit MedNet.
• Cholesterol. evidence-based.SWOT • Award-winning website that is considered trusted.com is among the many niche. • Marvel and other search engines are also advertising for MedNet’s clients.3 million visitors that often return “in crisis.com offers interactive tools and has a huge advertising budget.Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Appendix A: Environmental Analysis . • A portion of MedNet’s trafﬁc goes through Marvel and other search engines.com Confronts ”Click-Through” Competition 4 . • Best source of consumer health information on the Internet. Strengths • Easy-to-navigate and accessibly written with information developed by professionals.” • Visitors usually cover many areas of the site besides the information they are looking for. Case Study: MedNet. • Monthly audience of 4. retail pharmacies. massage. Weaknesses • MedNet can’t compete with Marvel’s trafﬁc rates or rate of returning visitors. and virtual reality.com is among the many sites offering information on alternative medicine. Threats • AlternativeHealth. condition-speciﬁc competitors entering the market. • Many of MedNet’s visitors only visit “in crisis. and medical centers. • Nonproﬁt and governmental websites such as the US National Library of Medicine and the World Health Organization have entered the market. and therapeutic remedies.” • MedNet has an active community of visitors that use blogs. Opportunities • MedNet can broaden its advertisers beyond pharmaceutical companies such as doctors‘ ofﬁces. • Visitors tend to buy more products from advertiser when they decide to purchase. • Aliment speciﬁc information sites are entering the market. chat. Cholesterol.
com Confronts ”Click-Through” Competition 5 .Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Appendix B: Positioning Map MedNet WHO ClinicalTrials AlternativeHealth HIGH US Nat’l Lib. of Medicine Cholesterol.com Ease of Use LOW HIGH LOW Variety & Trust Worthiness Case Study: MedNet.
Building an online healthcare community. (2007). Retrieved from http://www. (2007).forrester. Retrieved from http://partners. Retrieved from http:// www.com/rb/ Research/how_different_generations_use_online_health_research/q/id/42119/t/2 Case Study: MedNet. M. Schadler. Retrieved from http://www. Retrieved from http://www. http://www.forrester. Online health information and marketing. Healthcare consumers continue to migrate online. About us: Company milestones.com/about/ Snyder. (2008). (2004).forrester. Retrieved from http://www.. M. M. Social media in health. M.forrester. M.com/rb/Research/ empowered_online_health_consumers/q/id/51835/t/2 Levy. Health search marketing.com/rb/Research/ online_health_information/q/id/52007/t/2 Levy.forrester. (2008). (2008). Empowered online health consumers. Online health sites. M.com/rb/Research/ online_prescription_drug_marketing/q/id/52964/t/2 Levy. The state of consumers and technology: Benchmark 2008. How different generations use online health research. Retrieved from http://www. Retrieved from http://www. Online health behavior.forrester. M.com/rb/ Research/healthcare_consumers_continue_to_migrate_online/q/id/44297/t/2 Snyder.com/rb/Research/state_of_consumers_and_technology_benchmark_2008/q/id/44126/t/2 Claritas (2003).com/rb/Research/ online_health_information_and_marketing/q/id/52044/t/2 Levy. Online health information. (2008). (2006).com/rb/Research/social_media_in_health/q/ id/53114/t/2 PatientsLikeMe (2010).com Confronts ”Click-Through” Competition 6 . Retrieved from http://www. Retrieved from http://www. Retrieved from http://www. Online health support groups and consumer-created health content.forrester.forrester.patientslikeme. (2005). Retrieved from http:// www. Online caregiver segmentation.Monique Priestley Winter 2011: MCDM COM588 Digital Media Marketing & Branding Appendix: References Golvin. M.com/rb/Research/online_health_sites/q/id/ 53182/t/2 Levy. (2006). PRIZM NE: The new evolution segment snapshots.icyte.forrester.forrester.forrester.com/rb/Research/health_search_marketing/q/id/ 52446/t/2 Levy.forrester.forrester.html?anno_id=27835#top Levy. J.com/rb/Research/online_health_behavior/q/ id/53019/t/2 Levy.com/rb/Research/online_health_support_groups_and_consumer-created_health/q/id/51719/t/2 Levy. C. Online prescription drug marketing.com/rb/Research/online_health/q/id/52144/t/2 Levy. M. (2008). Retrieved from http://www. Online health. (2007). J. (2005).forrester. Retrieved from http://www.com/rb/Research/ building_online_healthcare_community/q/id/44721/t/2 Snyder.forrester. M. Retrieved from http://www. (2007). J. Retrieved from http://www. (2008).com/system/ snapshots/fs1/0/3/1/5/03155d650fb7015aacba5303706d9ea56b4fac61/index.com/rb/Research/ online_caregiver_segmentation/q/id/51224/t/2 Levy. M.
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