Advertisers

1.

Advertisers are looking for potential Sales, Brand Awareness and leads. Only when advertisers measure these objectives they would be able to measure the productivity of the platform of advertisement.

(A) Sales:

Advertisers want customers to visit their websites and make a possible purchase. Customers merely visiting the website would not help the advertisers on a long run. Possible sales

Measured:

Advertisers can measure sales by the data which the websites generates i.e. the data generated using clicks per through, number of clicks etc. They can also include coupon program, which also help in measuring the sales. The most efficient method to measure is Click-Through Rate which is the number of clicks divided by the number of advertisement impressions delivered. CPM (click-per-thousand impression) and PPC (pay-per-click) can also be handy to measure sales.

(B) Brand Awareness:

Brand awareness is essential not only because it brings customers to your business for the first time, it encourages them to keep coming back. In the case, if the advertisers have to differentiate themselves from others then they have to make sure that they appear on stronger platforms such as Mednet.

Measured:

With the help of surveys and customer satisfaction forms Brand awareness can be measured.

(C) Lead:

Advertisers also have to make sure that they get leads from the activity of the customer over the website. When a visitor checks for a treatment or reads an article on the website, one can track the information as that would give more information about the average interest of a consumer.

Measured:

This objective can also be tracked as per the sales. With statistical data from the website and coupon program leads can be measured.

2.

The company has to anticipate several customer behaviors to validate the results of advertisers want.  

Potential Sales:

Is the customer buying the product online from the specific link mentioned on the website. Will he just read about the product and buy the product later or will he not purchase the product.

Brand Awareness:

Does the customer recognize the Brand name, logo, tag line and products of the company. Will the customer remember the company name, logo, tag line and products in future. Advertisers want the customers to pay close attention of the branding of the product.

Recommending to others:

Will the customer talk about the products to his friends and family. Will he recommend the product to others.

Customer Loyalty:

Company would want a good loyalty from customers. The company would want to verify if the customers are coming back to purchase its product or is he trying to find a different drug.

Interesting Advertisement content:

Is the advertisement interesting for the customer and what kind of content is attracting the customer.

Customer Medical Knowledge:

Is the customer aware of pharmaceuticals. Is he able to easily understand the medical content available on website or he needs guidance.

3.

MedNet’s value proposition is what set them apart from the other competitors.

(A) Trusted Platform:

Yates can justify that MedNet is a more trusted platform as compared to the competitors as the ads on MedNet appear on the page with medical information. Customers want more information about medical products they buy.

(B) Actual Sales:

More serious customers visit MedNet and they tend to buy products. Yates can argue that platform gives customers who contribute to sales. MedNet have more credible articles and posting which would build a long term relation with the serious customers and can retain customers.