[E-marketing] Case4 MedNet.com -- Question 3

3.   What specific consumer behaviors determine whether or not a business model produces the results an advertiser wants?

Ans: 

In the MedNet.com case, we think there are three business models – those of MedNet.com, Marvel and Cholesterol.com. These three websites target on different kinds of customers and make profits through various ways. In order to clearly classify these three business models, we will use a chart to show the conclusion of our discussion. 

 

Web Site	Brand Image	Consumer Behavior	Business Model
MedNet.com	a.) Professional Information b.) Trust-worthy c.) Up-to-Date database d.) Excellent navigation e.) General Problem solving	a.) Search for information when they are in crisis b.) High return rate c.) Intended to purchase product on-line d.) Search health-related knowledge for their family members e.) Not knowing of what disease they are suffering from	a.) Impression business model b.) Provide free health-related information on-line c.) Charge fees from pharmaceutical firms for on-line advertising d.) Charge for CPM e.) Fully monetizing its available inventory of eyeballs
Marvel	a.)  General Information b.)  Search engine function	a.)  Browse for general health-keeping information. b.)  Use Marvel as a starting point for information searching	a.)  Alternative advertising model b.)  Free navigation display is provided c.)   Make profit through on-line advertisement d.)  Charge by CPC/CTR
Cholesterol.com	a.)  Interactive Platform b.)  Professional Knowledge c.)   Trust-worthy d.)  Customized e.)  Internationalized f.)    Specific Problem solving	a.)  Deeply knowing the disease they have been incurred with b.)  Seek for specific demand satisfying	a.)  High-profit audience targeted b.)  Focused on customers with chronic conditions c.)   Personalized therapy package as tailored health recommendation to each visitor’s specifications d.)  Internationalized therapy tour is provided