Living in such a highly competitive society, everything changes rapidly, so does the on-line advertising industry. For MedNet.com, there are many emerging competitors among the marketplace now. In hope to prolong the sustention of MedNet.com, more managers of MedNet.com have come out with many ideas.
First of all, they manage to charge fees for the on-line material reading. Nevertheless, it disobeys the goals of MedNet.com, which aims to provide free on-line health-related knowledge.
The executive managers also took the idea of on-line diagnosis into consideration. However, this idea has two disadvantages. One is that consumers might feel uncomfortable for MedNet.com to keep their personal profiles. The other is that diagnosing conditions and prescribing treatments for visitors were at risk of violating both state and federal government regulations. Besides, the diagnostic, prescriptive function is already provided by Cholestrol.com. If MedNet.com uses such a strategy, it will not have any niches in the current market.
With the strong base of integrity, trustworthiness and navigation of medical information, we suggest MedNet.com should keep its track on the strength of its professional image and emphasize the authority of the information they provided, to earn the reliability and profitability from consumers. MedNet could consider helping other healthcare-related corporations to build up their websites to enlarge its income source, so that it can be less dependent on advertising revenues. By contracting, MedNet.com can create the opportunities to display its linkage or advertisements on the corporations’ websites. On the other hand, those healthcare-related corporations could also post their banners on MedNet.com’s website to attract great on-line traffic. In this way, both MedNet.com and those healthcare-related corporations are benefited, to create a win-win strategy.
Moreover, MedNet should offer some new statistical method, like we mentioned generating coupon on question 1, to prove the performance of advertisement on it.
In brief, MedNet could consider some futher strategies except the advertisement to address emerging competitive threats as follows:
1) Professional information: Cooperate with more medical experts to generate the authority information.
2) Customization: Create 2-ways interactive communication channels for the visitors to answer some commen medical problems regardless personal secrets or medical ethics for the retention of the current customers.
3) Web development: Custom-designed websites for healthcare professionals based on its extensive image database and content library.
4) Web management: Including hosting & site management based on MedNet’s advanced technology.
5) Visibility services: Help corporations to index their website on popular search portals, like google, yahoo, etc., to extend the public awareness. Visibility Services could cover Search Engine Optimization (SEO), and Search Engine Marketing (SEM). MedNet can design and manage SEO keywords and SEM campaigns to achieve company goals for search engine visibility.
6) Measuring performance: Conducting some advertisement campaign to present MedNet’s performance on the revenues of advertisers.
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