Mednet Case

In: Business and Management

Submitted By geobordon
Words 888
Pages 4
ISSUES, PROBLEM , COMPETITIVE ENVIRONMENT, TARGET MARKET, CONSUMER BEHAVIOR

Define the Problem & Key issues MedNet is an award-winning site that provides trusted, evidence-based, consumer medical related information. As the competitive landscape evolves, MedNet is forced to develop a new strategy in order to keep doing business in the face of declining advertising revenues due to new competition such as Windham and Cholesterol.com. Thus it must decide how it will continue to generate revenue while addressing competitive challenges.
Consumer Behavior MedNet has a loyal and engaged customer base that ensures a better value for ad money than other competitors. While MedNet’s customers are loyal and with a high return rate, the majority of them would view a shift to storing personal information and charging for services and medical information very negatively. Despite all three websites’ (MedNet, Cholesterol.com, Marvel) goals are to provide free pharmaceutical information to visitors in hopes of attracting as much advertising as possible, their business models are different, and are built around different consumer segments with different behaviors.

Target Group MedNet’s current target group consists of consumers browsing for trustworthy and reliable medical information, predominantly about western medicine. MedNet could potentially target other groups, such as businesses and organizations, as will be explained in detail later.
Competition
A new group of niche, condition-specific competitors has entered the playing field. MedNet is facing serious competition from Cholesterol.com which can offer Windham’s specific target market by offering information regarding cholesterol specifically. At the same time, large corporations have begun to offer health services and intranets to their employees, which have been cutting into MedNet’s visitor base. Marvel is…...

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