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MacLand Veterinarian, a privately owned animal hospital serving the Cobb area, has considered posting a website to, among many reasons, enhance customer satisfaction and convenience. Our group has researched several pertinent areas, with significant concentration on e- commerce as it relates to organizations similar to Mac Land. We are convinced that to successfully compete in the business/customer service arena, an organization must remain current and competitive in regards to industry norms.

The nature of MacLand Veterinarian is to offer the customer/patient the most quality care available, in a most timely manner. If used properly, the electronic highway will undoubtedly prove a significant aid to Mac Land Veterinarian as the organization strives to accomplish these goals for their customers.

Because the industry of animal/pet care relies heavily on personal care and service rather than the marketing of a specific product or particular service, the client must be able to display all assets and offerings, in order to convey the full scope of the clinic. A website will be useful for many reasons. Information would reach an unlimited number of individuals. Details, facts, and figures regarding available services, staff members, procedures, and products can be extremely beneficial to the MacLand organization.

Research has brought several findings to light. It would seem logical to assume that individuals with concentrated interests are using the Internet mainly for a specific purpose, and that they will be unlikely candidates to access the website. However, research has indicated that most people have accessed the Internet for a variety of reasons, rather it be for purchasing products and services, gathering information, or for entertainment. A study by Nielson/Net Ratings, June 2000, shows that 136.3 million Americans have access to the Internet via home computers for a wide variety of reason include e-shopping, information search, product/service evaluations, email, and online banking.

This is an increase of 75% from 1999. Because there are certain groups who consult the Internet for certain purposes, a specific type of demographic was developed in conjunction with our website. Age, gender, financial status, frequency of online usage, and purpose for accessing online resources figure heavily into constructing a model audience. A survey of nearly 40,000 individuals found that while e-mail is the most common internet-related activity, cited by 86% of internet users, nearly half have purchased and reviewed products or services online.

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