This website platform marketing analysis is based on WebMD, a leading provider of health information services to consumers, physicians, healthcare professionals, employers, and health plans.

WebMD helps consumers take an active role in managing their health, physicians and healthcare professionals access clinical information, and health plans provide employees and plan members access to personalized health and benefit information.

The company is present on the major social media channels where they promote the business as being a leader in the field of medical information. From an initial analysis, the LinkedIn page appears scarce in terms of relevant information and user-centric content.

Suggestions include:

  • A company header with a clear message
  • Articles & Posts to engage with the LinkedIn community
  • A more detailed Bio
  • Links to Apps & Platforms

Conversely, Facebook presents a stronger online presence; the page is updated daily with links to articles that can help the general public understand more about their health, common medical conditions and their treatments. In addition, the Facebook page has been enriched with the company Bio, medical videos, links to additional social media platforms. The page is followed by 1.8M FB users and many are members of closed groups.

Twitter has the same design as the Facebook page. Plus, the same articles are shared among the two platforms. 3.08M people are now following this account.

The company is present on Pinterest as well, where many boards are shared and liked by Pinterest members. The most popular boards are about parenting and healthy living.


Twitter and Facebook could still present the same content while rephrasing it to better match the channel style. In addition, Facebook could talk more about the company’s identity while Twitter could emphasize the latest trends in the medical field.

Website platform market analysis – Medscape

The Medscape website provides medical in-depth information, including the latest news and trends. Plus, worldwide users can access the site in 5 different languages.

Organic Traffic:

The website passes the SEO guidelines according to Google’s Audit from the developer console. However, removing unused CSS code and correcting the HTML errors would improve accessibility and performance. These are quick fixes that could potentially improve organic ranking.

Drug-related terms hold the top ranking positions for the organic traffic market in the US, which has reached so far 2.3M queries. Interestingly, the traffic jumped by several folds in July 2016 and has remained at that value since then.

To investigate:

Why has the time on site has decreased while the bounce rate has improved (it lowered)?

Questions to ask include:

  • Is there a specific block along the funnel?
  • Is navigation confusing?
  • Have users converted when they leave the site?

Paid Traffic

A PPC strategy is still missing. Competitors, user intention and new niches have not been addressed yet. Plus, ad titles only reflect the brand rather than communicating a value proposition to potential users.

Medscape is also present on social media as a separate entity from WebMD. Scientific and medical articles are accessible through social channels. However, users will access only promoted articles, they have to sign up to explore the remaining articles.

Social Media

On Facebook, 700K users are following Medscape, while on Twitter 171K. The Facebook and the Twitter pages do not match in content or design. Plus, a complete bio, additional social links are completely missing from FB as WebMD does.

Finally, users have scored Medscape App almost 5-star review on Google Play and more than 5M medics have downloaded the app. Users can explore the entire content, however, they will receive marketing updates tailored to the user specialization.

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