Medical websites market analysis: case study
We recently carried out an extensive analysis of the medical portals market.
What did the client need to know about the medical portals market?
The client wanted to know its competitors in the Polish medical portals market, whether the planned service already existed, and what content to publish, how often, who should create it and how to promote it.
A client came to us with a finished concept for a new service portal in the medical market. However, to make a good decision and prepare the website properly for market entry, they needed some information:
1. They wanted to get to know their competitors in the Polish medical portals market.
2. It was necessary to determine whether the service (which the client wanted to launch) already existed anywhere or whether there had been attempts to introduce it.
3. To create a good market entry strategy, it was necessary to identify what kind of content should be published, how often, who should create it and how to promote it.
How did we analyse the medical portals market?
We carried out a benchmarking analysis that assessed the 20 largest medical portals aimed at patients in terms of number of users, frequency of publication, type of content, content authors and promotion strategy.
We proposed that the client commission a benchmarking analysis. This type of analysis assesses best practice in a given area and uses it as the basis for recommendations on next steps. The first stage of the analysis was competitor identification. In total, the 20 largest medical portals aimed at patients were assessed. The research covered advice portals such as medonet.pl and service portals such as znanylekarz.pl.
The next stage involved identifying good practices and assessing the websites. The websites were assessed in terms of the number of users, frequency of publication, type of content published, content authors, promotion strategy and several other factors important to the client.
In the course of our work we also identified sources of funding for the portal at its initial stage, i.e. we checked which portals had secured an investor or EU funds. We also presented ways of monetising the portal (that is, ways of earning money from the website).
The final report contained recommendations on possible promotional activities and on the type of content that works well on medical portals for patients.
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