« Classmates » launch services for tracking health and nutrition

« Classmates » launched the vertical « Health », within the framework of which users will be able to track health and diet. In the future, the project can be integrated with the YCLIENTS online record service, as well as the social network itself included in the VK holding. The pace of development of the Russian market for medical technologies slowed down, but even at the same time, according to the results of last year, its volume reached almost 57 billion rubles.

On the “Odnoklassniki” platform “Health” and “Diary”, as well as the content vertical “Health” and the section “Events”, told “Kommersant” a representative of the company. This will help users track regular medication, monitor nutrition, etc. “Among the popular topics available for study and discussion in the“ Health ”category, proper nutrition, healthy lifestyle, neurology, gymnastics, joints, arterial pressure, back pain,” the representative of the social network said.

The launch of the direction will allow social networks to increase involvement on the site and the frequency of its visit, which in the medium term will affect the increase in the daily audience (DAU) of the service in the segment over 55 years old, certified in Odnoklassniki. In general, more than half of the total time spent on social networks falls on an audience over 55 years old, Alexander Moskvichev, director of the “Odnoklassniki” product, confirms. In the future, users will become available online consultations of doctors (telemedicine), service « Training » (tracking activity). A source close to VK said that the services can integrate with the platform for the YCLIENTS online record (the holding bought the service in December 2023).

New services have been developed and launched inside the site itself, so the costs of « Odnoklassniki » do not exceed 30–40 million rubles, estimates the source of Kommersant in a media market. According to the interlocutor, the emergence of individual health services inside the social network can make the site more attractive for the medical and pharmaceutical industry: “Odnoklassniki” has a solvent audience over 50, which monitors health and is ready to invest in it. ”

On average, one or two HealthTech (healthcare technologies) have one or two of the Ecosystem, SPEKTR said in the analytical company. At the same time, companies almost do not develop its key segments-online apects and telemedicine. Only Sber and Ingosstrakh are purposefully developing health services, analysts say. Yandex completely emerged from the Yandex Health non -core asset, selling it specializing in genetic research by Genotek (See “Kommersant” dated September 16, 2024). “Despite the large number of health services, VK, they mainly relate to the format of mini-applications and do not close more serious needs, such as consultations or an appointment with a doctor,” say SPEKTR analysts.

Independent IT expert Sergei Willovov notes that the main audience of « Odnoklassniki » is not a pension age and she has the opportunity to pay for high-quality medical services. At the same time, he doubts that innovations will affect the audience of the social network or its involvement, more likely to increase monetization by attracting new advertisers. “However, the platform moderation team will have to carefully monitor the published content,” says Mr. Willovov. “For example, now in the section you can find a recipe for the manufacture of tinctures from fly agaric.” “Kommersant” was convinced of this. “If everything is done correctly, the tincture will benefit, but the fly agaric is a poisonous mushroom, which is fraught with an inaccurate implementation of the recipe,” says Sergey Willovov.

Yana Zagorovskaya, Julia Yurasova