President Learner wants your assurance that the e-business acquisition will reduce administrative costs associated with traditional brick-and-mortar health care providers while also improving customer relationships.
You are to compose a memo that briefs him about what the three different types of channels mean; your evaluation of the appropriateness of the three different channels for your vision of the new MedEd/CHC; and that explains, in at least 1 page, the specifics of your marketing plan for MedEd/CHC based on the type of channel you suggest.
The memo should be 450–650 words and should include applying the strategic digital marketing channels continuum, as follows:
Intermediation: The e-business’s information accessed through a brick-and-mortar medical health care or education provider
Disintermediation: The e-business’s health care information and services accessed directly, often substituting or bypassing traditional medical service providers
Reintermediation: The e-business’s health care information and services delivered by utilizing third-party online services for medical treatment advice, customer/user data analysis, registration and sponsorship payment processing, or information security protection
Reintermediation may also include the e-business’s marketing channel strategies that combine online click-and-order information access with on-ground brick-and-mortar service delivery
Support your assertions with links to online Web sites or services that have implemented the types of digital marketing strategy approaches referenced in your report.