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SanaSana
MARKET ANALYSIS

2.1 Competitive Landscape

Below we describe select competitors. In Appendix C we present a complete stratification map.

Figure 4. Select Competitors
COMPETITORSPLAYERSCOMPETITIVE CHECKLIST
General Spanish-language Portals
All-purpose sites providing search engine with links to potentially thousands of other sites
Ole!
QuePasa
StarMedia
Yupi
ThreatHigh
FocusNon-medical
CapitalizationHigh
AlliancesHigh
Hispanic FocusHigh
Reliability/QualityHigh
English-language Health Portals
Content providers serving as stand alone entities with news, community, interactive applications, and medical advice from professionals
DrKoop
OnHealth
webMD
ThreatHigh
FocusMedical
CapitalizationHigh
AlliancesHigh
Hispanic FocusLow
Reliability/QualityHigh
Spanish-language Health Portals
Sites with links to Spanish-language health sites worldwide; focused exclusively on health and targeted towards Spanish-speaking consumers
Vistalink
MedicinaTV
MiPediatrica
GINEweb
Salud
ThreatHigh
FocusMedical
CapitalizationLow/Medium
AlliancesLow
Hispanic FocusHigh
Reliability/QualityMedium
Insurance and Managed Care
Sites serving primarily as advertising tool with expected transition to information source for members
Aetna
Allstate
Prudential
ThreatLow/Medium
FocusAdvertising
CapitalizationHigh
AlliancesMedium
Hispanic FocusLow
Reliability/QualityHigh
Governmental Organizations
Usually static text files with links to government-generated health information for consumers
Healthfinder ThreatLow
FocusMedical
CapitalizationMedium
AlliancesLow
Hispanic FocusLow
Reliability/QualityHigh
Private Content/Physicians
Content developed by private citizens and physicians in solo or small group practices
Private citizens
Solo practices
Small groups
ThreatLow
FocusSolely medical
CapitalizationLow
AlliancesLow
Hispanic FocusHigh
Reliability/QualityLow

Despite the growing number of Spanish-language medical sites, the quality and breadth of information remains limited. While all pose potential threats, they leave gaps in the competitive landscape. No competitor focuses on being the single source of health information for the Spanish-speaker. Redirection and links are quite prevalent, and the path to high-quality information is not clear. SanaSana will be the only bilingual, customized health information destination that supports interactive community activities and makes the issues of the Hispanic and Latino healthcare consumer our priority.

2.2 Market Size and Growth

2.2.1 Hispanic and Latino Consumers
Two primary market phenomena make this consumer segment attractive to SanaSana: 2.2.2 Business Partners
SanaSana provides a way for providers of health and non-health related products and services to focus their marketing efforts on an attractive, targeted population. In exchange for the unique and valuable menu of services SanaSana offers (described in Section 1.1.2), these business partners provide SanaSana with significant revenues. Among business partners, four alone (drug companies, hospitals, physicians, and medical equipment suppliers) enjoyed combined revenues of over $715 billion. SanaSana can reduce their marketing and sales expenses in exchange for a part of the savings.

2.3 Market Test Results

Between August and December 1999, the team conducted 64 interviews and surveys with consumers and physicians. We also met with more than 22 representatives from pharmaceutical, consumer products, hospitals, and insurance companies to obtain feedback and gauge interest on our idea. The results of this primary research support our initial hypothesis for the merits of this business concept. All results signal a strong need for our products and services across our target Hispanic consumers and our industry partners.

Key insights from consumers, physicians, medical teaching institutions, pharmaceutical and consumer product companies:
SanaSana
Table of ContentsAppendices
0. Executive Summary
1. Business Description
2. Market Analysis
3. Management Team
4. Operating Strategies
5. Financial Projections
6. Business Risks
Health Demographics
Future Business Offerings
Competitive Landscape
Internet Usage and Penetration
Technical Infrastructure Implementation
Detailed Financial Statements
All information herein is confidential and belongs to SanaSana.