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1. SUMMARY

A group of entrepreneurs and medical enthusiasts decided to launch their healthcare website – Nomad Health. Despite good market research and a well-thought-out concept, the operation of the platform was not as smooth as the team expected. At first, it was challenging to find potential medical specialists and organizations willing to collaborate.

1. THE PROBLEM

A brand-new healthcare website had a customer shortage.

III. CAST OF CHARACTERS

1. The main figures were Max Laurans and Ryan Grant, Yale entrepreneurs and neurosurgeons, Kevin Ryan, a well-known entrepreneur and the Nomad Health’s lead investor, and Alexi Nazem, the company’s ChiefExecutiveOfficer (CEO).
2. Nomad Health’s in turn was a website through which physicians interested in pursuing temporary work could find hospitals needing short-term workers.

1. CHRONOLOGY

Optimistically agreed to participate in the development of a modern medical platform Alexi Nazem realized that it lacked target clients. Max Laurans and Ryan Grant, the colleagues who recruited him into the project, seemed to have a brilliant idea but they did not take into account some of the market nuances.

1. ISSUES

The Nomad Health’s main issue was that the efficient and productive work of the company depended on adequate number of hospitals and healthcare professionals willing to cooperate with it. Unfortunately, at the very beginning of the site launch it was difficult to find the sufficient number of target customers.

1. OPTIONS
2. Launch a big advertisement campaign.
3. Advantages: 1) it will help to attract new customers; 2) it will make a large number of people and organizations aware of the product.
4. Disadvantages: 1) it requires large financial investments; 2) it will take time to restore the spent budget.

2. Working with the existing clients and providing bonus programs.
3. Advantages: 1) it does not require large investments; 2) it creates a trusting image of the project.
4. Disadvantages: 1) it will take longer to attract new customers; 2) the company’s revenue can drop noticeably.

VII. RECOMMENDATION

1. Nomad Health needs to implement an advertising campaign in order to make itself known to a large audience.
2. In this situation, it is advisable to conduct a large advertising campaign as the company needs new customers here and now. Besides, the other option cannot guarantee quick and affective results.

VIII. PLAN OF ACTION

1) It is necessary to find large advertisers in the healthcare field who are trusted among medical institutions.

2) The company should decide on the amount of money that it can spend on advertising and which will be reasonable in this situation.

3) It needs to highlight all the advantages of the project and why it may be beneficial both to hospitals and physicians.

4) The company management must decide on the form of advertising and its placement.

5) Together with advertisers, Nomad Health has to draw up a technical assignment, calculate the estimate and then proceed to the implementation of the campaign.