Case 14
Essay title: Case 14
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Case 14
drkoop.com
I. CASE ABSTRACT
The case discusses how drkoop.com came into existence and how the Web has started a movement that has fundamentally changed the health care industry. Where medical information once was reserved for those pursuing years of medical training or in expensive and/or hard to get medical resources books, now medical Web sites represent one of the most visited spaces on the World Wide Web. The success of drkoop.com in terms of traffic of visitors and potential future profits has led to an explosion of medical Web sites. A thorough discussion of the drkoop.com case should address the following main concepts:
Why did drkoop.com gain initial success? What can drkoop.com do moving forward to maintain its top position in the medical Web site domain?
Can drkoop.com ultimately achieve profitability going forward?
Decision Date: 1999 1999 Revenues $ 9,000,000
1999 Loss ($34,100,000)
II. CASE ISSUES AND SUBJECTS
Medical Web site
Entrepreneurial Venture
Internet
C. Everett Koop, M.D.
Launched on July 20, 1998
Profit Forecasted in two years
Stages of Corporate
Development
Instant