Mednet Case Study

667 Words3 Pages
1) What is the best argument Heather Yates can make to justify charging Windham Pharmaceuticals for impressions instead of click-throughs? Ans. MedNet’s value proposition is the best argument Heather Yates can make to justify charging Windham Pharmaceuticals for impressions instead of click-throughs. MedNet is highly recognized and trusted by the medical community. It is user friendly, free, and typical visitors use the site to search symptoms and learn about medical conditions. Heather can qualitatively argue that visitors to the MedNet.com website are “in crisis” mode and therefore more disposed to purchase products immediately. They proactively click on impressions for product information. Any visitor to MedNet is a serious prospect to Windham Pharmaceuticals and a likely sale. Moreover, unlike specific interest websites MedNet does not have advertising boundaries; therefore, it can advertise Windham Pharmaceuticals’ entire portfolio of products. Given that visits to MedNet are not accidental it provides Windham Pharmaceuticals the ability to establish long-term relationships with frequent visitors. It also provides through impressions an accurate estimate of how many people see Windham Pharmaceuticals’ online advertisements. Users who visit the website are more serious consumers, whom the clients would want to reach. Basically, impressions: high quality “views” (people who will buy eventually) are more valuable than low quality “look-in” click-throughs & have a better Return on Investment. 2) What value to the consumer does a general interest site contribute that a niche site can’t? Which is the more defensible business model? Ans. General Websites allow more topics to be reviewed than specific niche websites. Viewers have been known to consistently return to general websites, time and again since they are a great starting point for users when
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