Social network communities have hit the headlines more than a year ago and have stunned business people around the world by their huge valuations. The reason why social network communities are so precious is twofold.
First, the members of social network communities show a very high loyalty. Once they are there, they will stay with the community and in particular will not move over to a competing community. A good example to make this clear is skype (IM and VoiP Community) - members, once they have joined the skype-community do not move over to a competing community (dozens of imitation products have tried to lure them, but unsuccessfully), simply because the members are connected to their buddies and friends there. The same holds true for any social network community.
Secondly, members of a social network community like social networking very much and invite their friends and other people they know. Once established, the communities hence show viral growth, members grow by themselves often with very little marketing expenditure.
The benefits for Members to join a HealthCommunity is to
There is a main difference between a social network community web 2.0 site and a traditional editorial web 1.0 site: While visitors to traditional web sites arrive at the site, find the information they need and then usually leave and never or seldom return, visitors to web 2.0 social network communities access the site regularly, often daily, to retrieve their messages, to have a look at the answers to their questions in the forum, inspect their ratings, etc. Therefore the traffic figures of social network communities are often staggering. Also, the vast amount of page views per member session opens up a huge additional advertising inventory.
Figure: A HealthCommunity brings all the players around the specific health topic together.
The first benefit to an Operator of a HealthCommunity will be in the form of sustained domination of the selected niche health topics: Experience tells that only very few such HealthCommunities will be successful in each topic - typically on a worldwide scale only one or two or three (all users gravitate to the largest community in each topic). By owning or co-owning the HealthCommunity in your chosen fields you have the opportunity to exercise sustained control and influence within these topics. You can determine, who is allowed to advertise on your HealthCommunity and who not, and you can place subtle marketing messages there without financial expense, etc. It will also help you to market your current services and to gain new customers for your current business or patients for your clinic and to retain customers or patients. In essence, the HealthCommunities will become marketing vehicles for your current business or health services. Bayer Healthcare for example has set up a social network community for people affected by multiple sclerosis (MS) called MS-Gateway. Another example is CML Earth, a social network dedicated to people affected by Chronic myelogenous leukemia (CML) powered by Novartis. Here Patients, Specialists and self help groups can meet and share their experiences.
The second benefit arises from the revenue generated by the HealthCommunity itself. These can be substantial and we will gladly calculate these together with you. Please contact us for a sample financial model >>
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