Rentabilidad de los modelos de pago online

Hace unos días, en The Guardian analizaban el “modelo contador”  para el acceso a los medios online. Durante mucho tiempo, la publicidad ha sido la principal fuente de ingresos de los medios digitales. Pero, según se ha analizado en profundidad el tipo de lector que visita estos medios, se sabe que un gran porcentaje se trata de lectores de paso, no habituales.

Estos visitantes accidentales no son fieles a la marca ni se entretienen en mirar la publicidad, por lo general específica para el tipo de lector de determinado medio.  Esto ha traído un descenso del precio de los anuncios, y con ello, el descenso de ingresos.

Frente a esto, existen dos modelos: el estrictamente de pago (como el Times de Londres) y el que da contenido gratuito junto a otro tipo de información más valiosa o exclusiva, ésta de pago (Wall Street Journal, con ya un millón de suscriptores, pero ha tardado 10 años en conseguirlos). El primero es arriesgado por la posibilidad de perder de entrada un 90% de los lectores, aunque sean accidentales. El segundo tiene el riesgo de que muchos lectores se conforman sólo con los contenidos gratuitos, por lo que se pierden igualmente ingresos.

De modo que la opción contador resulta ser una tercera vía válida frente a modelos gratuitos que se apoyan en una publicidad que, como vemos, tiende a huir de las plataformas digitales. El método consiste en que una vez que el visto lector ha leído un cierto número de artículos en un periodo determinado de tiempo (o capítulos o libros si se aplica al acceso a los ebooks), el lector necesita tienen que convertirse en suscriptor de pago poder seguir leyendo. Este es el modelo del Financial Times: después de 10 artículos en abierto, se le pide al lector que pague entre € 4.99 y € 7.49, dependiendo del paquete.

Hasta el momento, según el artículo del Guardian, el FT.com cuenta con 3,4 millones de usuarios registrados, de los cuales 224.000 se han convertido usuarios de pago (cerca del 8%). La cuestión de principal de este modelo es decidir cuántos contenidos en abierto  permitir antes de pasar a cobrar, y cuánto cobrar a partir de entonces.

En todo caso, la cuestión es encontrar la medida de cada usuario. Es decir, que cada lector pueda encontrar el modelo particular que más le convenga de manera individual.

fuente: blog de dosdoce

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Why physicians love iPads ...

"… and what it means for pharma sales and marketing


Professionals across the healthcare industry, doctors in particular, are enthusiastically adopting iPads.


In 2011, only one year after launch, 30% of US physicians own an iPad and an additional 28% plan to purchase one within the next six months. This is in addition to the 81% of US physicians who own a smartphone."

This data is from the latest Manhattan Research survey of 2,041 US practicing physicians, Taking the Pulse® U.S. v11.0, and reinforces other studies that show physicians prefer the Apple device over a Windows-based tablet.

Major institutions, such as Stanford University School of Medicine giving iPads to medical students and other physicians, have helped adoption.

An American Medical News article says the iPad has “the right combination of ease of use, size, portability, long-lasting battery power and relatively low cost of adoption. For physicians, that meant adopting a technology that was the next best thing to paper charts, for a price that didn’t break the bank.” (For eyeforpharma’s series on iPads and pharma, see ‘Future pharma: Making the most of the tablet takeover’, ‘Future Pharma: A closer look at the iPad in pharma/physician relations’, ‘Pharma goes mobile: Making the most of the app opportunity’, and ‘Will the iPad kickstart a pharma sales and marketing revolution?’.)

Business or pleasure?

I had the opportunity to talk to Monique Levy, vice president of research at Manhattan Research, and asked if the iPads were being used primarily for work. “There is a lot of overlap, but certainly this is a work device,” said Levy.

I questioned whether the iPad is overtaking the use of the smartphone in the office. “For quick tasks, such as looking up a drug, physicians are still using their smartphones,” noted Levy.

“The iPad is for the more complex tasks when you need a bigger screen, such as writing medical notes or accessing electronic medical records.” (For more on smartphones, see ‘When does a smartphone become a medical device?’.)

Physicians are seeing this as a device that can do a whole group of functions. “The smartphone has limitations, but this gives an avenue to do other things, such as remote patient monitoring, viewing images, looking at patient results and using it as a learning tool with patients,” Levy explained.

Doctors indicated strong interest in being able to access electronic medical records (EMRs) through the iPad. “If physicians are motivated by a platform that is easy to carry around and will help them do their job easier, it will motivate the adoption of EMRs. In some practices, you can see the device really helping work flow,” said Levy.

The study also found that the affinity to Apple continues when it comes to smartphones, with the iPhone as the number one platform used by US physicians.

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