catalogue
The basic idea of the concept of entrepreneurial project
Establish an online consultation platform
The device is a terminal and extends to every user.
The basic idea of the concept of entrepreneurial project
Many people may think of Lilac Garden for the first time. As a medical professional forum with a history of nearly 20 years, Lilac Garden has positioned itself as a leading connector in the medical field in China, with about 2 million registered doctors. According to the data of 20 years, there are about 1 1.74 million medical and health practitioners in China, including 3.39 million practicing (assistant) doctors and 900,000 rural doctors. Through this comparison, we can find that Lilac Garden attracts a lot of doctor resources. Doctors are the core resources of the whole medical industry, and their importance is self-evident. But why has this platform with huge doctor resources not become a good tool for patients to treat diseases and seek medical treatment after 20 years of development?
I think (only on behalf of my personal opinion) the reason lies in the positioning of Lilac Garden. Although positioning is a connector in the medical field, the two sides connected are not doctors and patients, but doctors and doctors. Lilac Garden has become a platform for peer exchange and knowledge updating. Click on the website of Lilac Garden, and you will find many pages and complicated classification. If you browse the articles inside, you will find that many of them are the exchange of medication skills between doctors, and they are full of technical terms, which are difficult to be recognized by ordinary users. This is probably the reason why ordinary patients don't pay much attention to this platform (if you have other suggestions, please give me your opinions).
As far as knowledge sharing platform is concerned, I prefer Zhihu. Zhihu operates in question-and-answer mode, which can guarantee high-quality professional answers. This is the reason why this community can go on, and the interface is clean and tidy. In the era of advertising flying all over the sky, it really belongs to a rare clean stream. So I thought, is it possible to introduce Zhihu's model into doctor-patient communication? This platform belongs to both doctors and patients. Doctors can share some practical and useful tips or suggestions on health management and psychological counseling for health problems encountered in real life. Interested patients will try it after browsing. If it really works, we introduce a feedback mechanism. Patients can reward article creators (originators) through the platform. This part of the income is divided into three parts in proportion, one part is paid to doctors, the other part is supported by platform operation, and the other part is invested in public welfare funds. On the other hand, patients can ask questions they care about (which can be anonymous to protect personal privacy), doctors can answer them, and the answers recognized by the reward recipients can get bonuses. The use of this part of the reward is the same as above. The operating mechanism is not too novel, and it has been used in many post bars and forums. The most important thing is to ensure the quality of the content, and at the same time guide the knowledge payment through the slightly innovative form of public welfare guidance. This will also involve an advertising problem. After all, it is difficult for profit to support the platform to operate like this, and whether advertising can be introduced. In my opinion, advertising will never be introduced unless it is forced. Even if it has to be introduced in the end, it must be recognized by some means that the products or services provided by advertisers are of excellent quality and reasonable cost performance. If they can't do both, they would rather close the platform than introduce advertisements.
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Establish an online consultation platform
The development time of online consultation is not short, from seeking medical advice and medicine in 20 years, to being a good online doctor in 20 years, to being a micro-doctor in 20 years, a good doctor in Chunyu in 20 years, and then to being a good doctor in peace in 20 years. Online consultation has gone through the capital boom period of 20_-20_, in which a hundred flowers blossom and a hundred schools of thought contend. However, in 20_, due to the difficulty in landing the business model, this once-popular outlet gradually subsided, and various platforms diverted water to the offline, but it was still difficult to make a profit. I think the main reason is that it is an extravagant hope to transform the medical system with the thinking of the Internet. Dozens of companies have been discussing online consultation for several years. Why hasn't it developed rapidly? The book "Reconstructing Great Health" is very well summarized and shared with you. Some excerpts are as follows:
1. Low frequency demand problem
The low frequency of medical demand is a problem that almost all entrepreneurs can realize, but it is also a problem that almost everyone despises. In fact, the low frequency of medical demand is more serious than we thought, and the low frequency problem often brings unbearable and serious consequences to those enterprises that start businesses with App as the carrier.
Generally speaking, people get sick no more than 12 times a year (according to the data of the National Health and Family Planning Commission, the average number of outpatient visits is 6 times). So imagine how many times a person gets sick a year, and how many times can it be solved through App? Obviously, the first reaction to acute illness is to go to the hospital. It's hard to imagine someone calmly taking out the App online consultation. However, familiar common diseases, such as colds and fever, are generally solved by going to a nearby pharmacy to buy medicine. After excluding these two common situations, it may be less than once or twice to use App for consultation; What's more, if you encounter the same problem again, the patient will generally follow the method learned last time and will not open the App again. This still assumes that patients recognize the optimism of Internet medical care. App products that are opened at most once or twice a year are difficult to promote at first, and then it is more difficult to maintain (any accidental deletion or replacement of mobile phones will lead to the permanent loss of users).
In fact, the consequences of low frequency are far-reaching and serious, and it is difficult to enter the user's psychological cognition, and brand recognition is out of the question. Simply put, if you don't answer "the five best orthopedic hospitals in China", medical practitioners can only answer 2-3 hospitals, and the general public often can't answer any of them. This means that a medical institution that has achieved the first echelon, after decades of accumulation and service, can't form users' active cognition. By contrast: Can you name five famous cosmetics brands? What about the five catering brands? 10? There is almost no difficulty. This is the mental cognitive difficulty caused by the low frequency of internet medical demand, which makes it difficult for the internet medical platform to become the default option for the public to seek medical treatment, and it is more difficult for users to promote and retain it. Therefore, the low-frequency demand is the most important reason why Internet medical services fail to build a business model (at least 2C model).
2. O2O for Internet medical care will not work.
After 20 years of Internet medical development, medical O2O (online to offline) has gradually become the standard of a large number of Internet medical enterprises. Platforms such as Dr. Chunyu, Lilac Garden, Micro-medicine and Ping An Good Doctor have successively cooperated with offline hospitals or built their own clinics. These pure online Internet medical service enterprises collectively shouted the slogan of "subverting traditional medical care". After being blocked, they changed their strategic thinking and embraced offline medical services again. Dr. Chun Yu even proposed a very radical expansion plan. The logic of Medical 020 is that since pure online consultation can't get a good diagnosis and answer, it sounds more logical to divert online users to offline self-operated or cooperative medical institutions, which should play a certain role in triage, but the result is not ideal. Through the funnel model, it is not difficult to understand how to calculate an account for medical O2O.
Assuming that an Internet medical enterprise has 65.438+billion registered users (the enterprise that can really reach 65.438+billion registered users belongs to the absolute first echelon of domestic Internet medical care), if its carrier is App, it is estimated that its daily active users can reach about 6.5438+million in the most optimistic way (referring to the occurrence of core behaviors, such as consultation). Generally speaking, users can go to the hospital within a short distance (within 20 minutes by car), which corresponds to a first-tier city, that is, an area. Suppose that the users of Internet medical care are mainly distributed in 10 domestic big cities (in reality, the distribution may be more dispersed), and each city has 10 districts on average, so that10,000 active users are scattered to a certain city every day. If it is further confined to a specific area (such as a certain district of a certain city), only/kloc remains.
From the dimension of diseases, it is assumed that the main diseases on the Internet medical platform are concentrated in five departments (in fact, they may be more dispersed), and there are only 200 daily active users in a specialty (such as pediatrics or dermatology). Judging from the success rate of online and offline conversion, it usually does not exceed 0. 1%. That is to say, such a large-scale Internet medical platform with 1 100 million registered users does not import more than 0.2 patients to a specialized medical institution in an offline area every day (almost equivalent to bringing 1 patient every week). This efficiency is difficult to form a close interest relationship with the cooperative offline medical institutions, and no medical treatment can be obtained. At the same time, if it is a self-operated offline medical institution, it is difficult to get enough patients from the online platform (50 patients are online every year, with an average price of 500~ 1000 yuan, generating sales of 25 ~ 50 thousand yuan, which is a drop in the bucket).
3. The free strategy of online consultation is wrong.
According to the operation strategy of general Internet products, the mode of free follow-up charge in the early stage is usually established, so Internet medical startups have applied this strategy to the product form of online consultation. Under the pressure of competition, the whole industry began to promote free consulting services. But in the end, the free model has brought irreversible damage to the overall image and service quality of Internet medical care. Why is this happening?
First of all, the direct impact of free online medical services on users:
(1) Let users have potential distrust and doubt about the quality of online doctor service for free.
(2) Free of charge leads to a very low threshold for users to ask questions, resulting in a large number of low-quality and meaningless problems (on platforms such as Dr. Chunyu, there are even a large number of problems unrelated to medical care). The most direct result of low-quality questions is that doctors who answer questions do not feel respected, forming a strong psychological gap with offline doctors, thus affecting the enthusiasm of doctors to answer online, or simply refusing to answer. Over time, doctors in truly high-quality higher vocational colleges will lose a lot, and bad money will drive out good money, once again strengthening the initial judgment of users-"online medical care is really unreliable." Once such a negative reinforcement chain is formed, it is difficult to establish a model of "sticking users for free now and charging later".
4. Internet medical products have weak communication ability.
The medical industry is facing special challenges in communication, such as weak users' willingness to communicate and limited communication methods. Users in the medical industry emphasize privacy and keep their mouths shut about diseases, even the closest people don't take the initiative to talk about them (infectious diseases, malignant diseases, biased diseases, etc.). ). It is hard to imagine that a patient with good treatment effect will introduce medical services to others through WeChat friends circle or other effective channels after being cured. At the same time, domestic social customs usually euphemistically avoid talking about diseases. If a good product or service is in other fields, it is likely to produce "word-of-mouth spread", "virus spread" and "product is marketing", but medical services and products are more difficult.
On the other hand, seriousness also seriously restricts communication. In the entertainment field (such as games, film and television dramas, etc. ) or fast-moving consumer goods, virus transmission is common, but we rarely see medical services or products spread in a similar way. On the one hand, it is restricted by the relevant national policies, on the other hand, it is related to the most fundamental survival foundation of medical service products-that is, "trust". Professional image and serious expression can often bring trust, and this trust is the most critical factor for patients to make decisions. Entertainment medical advertisements not only fail to increase users' decision preferences, but often backfire. The seriousness of medical treatment really makes mass communication extremely difficult.
5. Fast iteration is not suitable for medical field.
The essence of "rapid iteration" of Internet thinking is to optimize products and technologies through "feedback" generated by continuous "trial and error", so that products or services can quickly approach perfect lean entrepreneurial thinking. However, the thought of sending generations, which has been repeatedly verified in the field of Internet, has encountered difficulties when it is applied to innovation in the medical field. The main reason is that the premise of "quick delivery" operation is ignored: the cost of trial and error must be low. The low cost of trial and error here includes multiple meanings: the first layer is the low production cost of the product or service itself; The second layer is that if there is an error, the consequence cost is low; Third, compared with non-trial-and-error means (such as making decisions through user research or consulting research), the cost of trial-and-error means to reach the right direction is lower. Many aspects of the medical industry do not support the above assumptions in essence. In particular, once an error occurs, its consequences often involve life safety, and such a price does not allow rapid trial and error (drugs and animal experiments are substituted, but Internet medical services cannot start animal experiments to replace human use). Not only medical care, but also automobile manufacturing and industrial robot industries are not allowed to express delivery.
The huge cost of trial and error (or "cost") makes it difficult for practitioners to gain experience and feedback from rapid trial and error, so the evolution cycle of the whole product service has to be extended, and it is even difficult to find the right direction for a long time.
Maybe you will think, since so many companies have made mistakes in trial and error, is it that their heads are caught in the door? Still thinking in this direction. The future development direction of online consultation mainly depends on: (1) related policies of online medical treatment, the number of diseases covered by online prescriptions; (2) medical insurance payment, the catalogue and scope that can be covered online; (3) Demand-driven, online diseases (children, skin, gynecology, etc. ) is the most likely to cause counseling behavior; (4) The perfection of supporting facilities of medical e-commerce, and whether the drug distribution can be completed with low cost and high efficiency. As for online consultation, I think there is a turning point at this stage. The main reasons are as follows:
(1) On September 65438+4, 2000, the National Health Commission issued three documents, namely, Management Measures for Internet Diagnosis and Treatment (Trial), Management Measures for Internet Hospitals (Trial) and Management Standard for Telemedicine Services (Trial). The status of online consultation is established, and the problems that restrict the development of the industry, such as payment and prescription, are expected to be solved quickly. The favorable policy may make online consultation usher in spring again.
(2) Create high-frequency demand: In addition to the high demand for online consultation in pediatrics, dermatology and gynecology, online disease consultation is a low-frequency demand, but if it develops in the direction of health management, "health managers" and "nutritionists" will take the initiative to provide health management products for the "team model". The main idea of this business model is to take "healthy housekeeper" as the initiator, actively contact users and provide corresponding services, so as to enhance the frequency of product use. With the further development of artificial intelligence, "healthy housekeeper" can even be replaced by artificial intelligence, adding some fun and playability in the interaction process, perhaps more tender to increase the user's stickiness.
(3) The 30-minute and 1 hour delivery service in cities is on the rise, which will become another boost for online consultation.
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The device is a terminal and extends to every user.
With the implementation of purchasing medicine with quantity in hospitals (which is equivalent to prohibiting medical care with medicine from the bright side), many people can find that the cost of buying medicine in hospitals has dropped a little, but the cost of examination before diagnosis and treatment has gone up. That's because purchasing drugs with quantity greatly reduces the profits of dividends, kickbacks and so on, but hospitals still have to make profits and operate stably. This part of the profit has decreased and can only be made up from other places, so the inspection items have increased. The next idea is to reduce the inspection fee.
Take the smart bracelet (watch) as an example. Nowadays, the bracelet (watch) has the functions of positioning, exercise recording, sleep monitoring, heart rate monitoring, and even communication and electrocardiogram (it is inevitable that the newly released Midong Health Watch released by Huami is not expensive and can measure electrocardiogram, but it is really speechless to spend an annual fee far higher than the price of the equipment itself to purchase ECG interpretation service). I think that the future bracelet (watch) will definitely increase the detection functions of signs such as pulse, blood pressure, blood sugar, blood oxygen and ultrasonic imaging, which can not only greatly reduce the cost of admission examination (provided that the equipment has passed the national medical device certification), but also provide customized health management services for users by collecting physical sign information of users, combining background artificial intelligence and big data analysis.
Wearable (portable) devices are mainly used in two aspects in the medical and health field, one is health grade and the other is medical grade. With the development of technology, the application function of medical grade will gradually change to health grade. People are in sub-health or chronic diseases, and the cost of preventing diseases is far lower than that of dragging sub-health and chronic diseases into serious diseases. This was hard to realize before, but now it has been gradually accepted. With the growing awareness of health, the concept of "preventing diseases" will be more recognized by the public, and the future application prospect of wearable devices as interactive terminals such as health management, chronic disease management and postoperative rehabilitation will be more extensive.
Classification of application functions of wearable (portable) devices
What would I do if I wanted to do it in this direction? (1) Taking the bracelet (watch) as the starting point, it is easier to popularize when the bracelet has become popular and consumers gradually accept it as a part of their body after the mobile phone; (2) Adapting to different segments of people and providing different focusing functions can reduce costs and reduce the burden on consumers. For example, it mainly provides heart rate monitoring, fall detection, one-click call for help and other functions for the elderly. The supporting mobile phone terminal is no longer limited to one, and can be added to multiple terminals of the elderly children, so that the children can check the health status of the elderly at any time through the APP; For young people, this is very common, with sports health as the theme; For patients with epilepsy, the function of detecting skin electrical signals can be provided, and at the same time, it can be connected to the family's mobile phone terminal, and once the attack occurs, the family can be notified at the first time; For patients with cardiovascular diseases, we can focus on providing heart rate monitoring and ECG monitoring functions ... (3) We must embrace artificial intelligence and big data. In the future, smart bracelets (watches) will certainly serve as the carrier of private health housekeepers, providing users with health management at all times. With this function, artificial intelligence and big data are indispensable.
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