Case 14

Download the original attachment

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