Web MD: The only game in town?

Jan/20/2007 10:11 Filed in: Media (Internet)
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Am I the only person that thinks that the only thing Web MD has going for it is it's name? I recently went to Web MD to look up some medical information and I have to say that the web design is among the worst that I have ever seen. Way too many calls to action..no way to narrow searches and information that at times is dated. They should be looking in their rear view mirror because they are ripe for a competitor to come along and trounce them.



I have worked with Web MD many times and found that they can "be a legend in their own mind". They claim to be to be the ultimate health portal on the Web and, while numbers show them in the top 5, my experience has found that the ROI they provide is not always the best it could be. When I do an online media campaign I am not interested in impressions or clicks. I only want to pay for cost per targeted action within my target audience. Pay for performance can be challenging to a lot of online media properties but in these times of shrinking budgets I need to get a high ROI in order to get continued funding. There are a wealth of sites out there who can and do deliver pay for performance models and so far my experience with these sites has been really positive (if you want to know which sites just send me an eMail)


Web MD does provide a destination for people who are looking for health-information but I also want to reach people who are caregivers and may not be in a health seeking mode with my brand message. The costs that Web MD charges can start in the low to mid six figures and go well into the millions depending upon the program that you chose. To their credit Web MD will work with you to develop a program that meets your objectives but you have to understand what your audience behavior is online and take the message to where they are not where you think they will be.


One thing that I feel Web MD desperately needs is a redesigned web site that is more user friendly. People don't read web pages they scan and there is just too much going on within the Web MD pages..too many calls to action and at times the site is confusing. They had better continue to evolve because it's only a matter of time before another site comes along and gets it right.
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