MEDICINENET onlne healthcare | Branding | Positioning | Marketing | Strategy | Look & Feel
We helped MedicineNet.com become an internationally recognized, trusted source for online health and medical information - in a very competitive environment - and then it was sold to WebMD.
Search engine optimization training and consulting.
design and positioning.
Rob Cummings created the MedicineNet logo and provided the positioning line 'Smart Medicine'. He then applied this to a redesign of the home page along with recommendations on improvements to the Medicinenet.com Site navigation.
By showing examples, Rob convinced the Doctors to reorganize the Site's content in a manner where a visitor gets the most easily understood information first, and then is able to 'drill down' in a logical progression to get more detail. This mimicked the way users seek information, making the Site much more useful and popular for patients as well as medical professionals.
The initial thought was to try to get consumers to pay for the information presented at Medicinenet.com, however, paid membership was not successful for similar healthcare information Sites. Rob suggested a way to enhance the value of the paid membership and provide greater incentive by offering a free gift package that would cost MedicineNet little or nothing yet be of value to the consumer.
To obtain the free products for the gift package, Rob first researched and developed a list of target companies most likely to offer free product samples.
Rob then trained key staff at Medicinenet.com on how to get the names of the key individuals at the target companies, how to make personal contact with them, and how to pitch this offer to them.
Under Rob's guidance, staff at Medicinenet.com followed up phone calls to target companies with a query letter (drafted by Rob).
Medicinenet.com was able to obtain numerous no-cost product samples that were ultimately included in the free gift package used as an incentive for users to become paid members. Rob named the membership program Premier Privileges, wrote the membership program for consumers for the Medicinenet.com web Site, and the program met with significant success.
In 2005, MedicineNet became a WebMD company.
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