Evaluating only MédicoAlDía’s profile at its peak — without knowing the outcome — the model ranked Competition as the #1 likely cause. That’s exactly how it died.
Key Events Timeline
FOUNDING
FUNDING
MILESTONE
CRISIS
SHUTDOWN
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Documented cause
MédicoAlDía launched a subscription telemedicine platform in Peru, targeting urban middle-class patients with 24/7 doctor access for S/.49/month. COVID drove demand to 5,000 subscribers at peak in 2021. Post-pandemic churn was severe as the Peruvian government expanded free telemedicine programs and EsSalud launched its own digital health service. Customer acquisition costs in a price-sensitive market reached $85 per subscriber while lifetime value fell to $62, making the unit economics structurally negative by late 2021.
Lesson
“In healthtech, model the government response scenario. If public adoption of your product concept triggers a free public alternative, your business model needs defensibility beyond convenience.”