MedNet was a website delivering health information free to consumers.

They were considered to be

the best health website for trusted, evidence based, consumer health information.

They had 3 goals:

- Provide scientifically based medical information to a non-professional consumer audience

- To provide this information for free
- Generate profits from advertising, mainly from Pharma clients

They met all their goals in 2006, generating 1 million in profits, but had flattened audience growth in
the last quarter of 2006.

Their biggest advertiser was Windham Pharmaceuticals. The first concern for MedNet was that
Windham was considering shifting its MedNet ad dollars to Marvel, a competing website. MedNet
operated on a CPM basis (cost-per-thousand-impressions) whereas Marvel operated on a pay-per-
click basis. Windham expressed concern that they were paying more to MedNet for just impressions
and not clicks, which could lead to potential sales and Marvel also had a bigger customer base.

MedNet resolved this issue, by citing appropriate numbers, which showed that they were generating
more revenue and more # of sales/impressions for Windham.

2nd issue was that another competitor Cholesterol.com had the same strengths as MedNet, but they
were specialized in cholesterol medicines, and their pull on the newly diagnosed patients could not
be disputed. Windham had recently launched a prescription medicine called Vesselia for reduction of
Cholesterol, which made even more sense for them to go for advertising on Cholesterol.com. So
MedNet needed fresh angles to convince Windham that they can sell Vesselia in ways that
Cholesterol.com cant.