For mobile medical: doctor traffic is never a false proposition!
Some time ago, Ms. Xu Jiazi, the beauty CEO of Green Apple, wrote a model called “Why is the acquaintance of doctors and patientsâ€, the number of doctors is a false proposition? The article, the article wrote that it is not optimistic about the light consultation mode, but also refutes the problem of the number of platform doctors that many people in the industry are concerned about.
The most important business model for light consultation: building traffic portals
For the concept of "light consultation", I was not optimistic about this direction at the beginning. The reason is very simple. There are too many substitutes and there will be no paid conversion. Users do not feel that the information provided is valuable and pays for it. Once the fee is charged, the user will return to Baidu and return to various forums and groups to find out. To put it bluntly, the light consultation has no real commercial value and will eventually lead to a dead end. And from a macro level, it is a retrogression. Information that could have been obtained through technical means now requires a waste of manual time to answer very basic questions. Therefore, this mode of light consultation does not create value for the whole society.
For the light consultation, I have a few points to say:
First, patients go to the consultation platform to seek medical advice and health consultation is completely transparent. Medical care is a highly asymmetric information industry, black box operation, medical safety as the name of "over-medical", profit-driven And the hidden rules are everywhere, there is no need to cover up, and the transparency of the consultation platform, the open service may force some unreasonable medical behaviors. Many medical circles in the industry have written articles saying that "seeing a doctor Baidu is a hazard, but we can't go from one extreme to the other. We have to understand from a macroscopic perspective that openness and transparency are related to each other. A small step in the consultation may lead to the return of patient information. A big step for the patients themselves is also the philosophy advocated by OMAHA of Mr. Zheng Jie from Shulan Medical.
Second, light consultation is still of great value. In the actual hospital clinic, at least 30% of people do not need to go to the hospital to see a doctor at all, and some are wrong departments, some are small problems, and many are to ask questions or seek comfort, while the hospital outpatients 50% are patients who return to the drug or do a retest. As long as it can solve the 10% 10% problem of 10%, it is already very big, and the industry always likes to ignore the whole case because most medical staff do not know what is health economics and save the total resources of society. It can save more lives, which is also a major medical ethical issue. Extremely like the war situation, the greater responsibility of the military doctor is to treat as many people as possible, instead of perfecting the surgery of a wounded person.
Therefore, the online light consultation mode can complete the unreasonable increment of initial screening inhibition, and can also allocate some of the “stock†resources. You can also learn the spring rain and safe doctors, and summarize the frequently answered doctors and patients questions into templates and knowledge. The library, for data analysis and partial structuring, enhances the "supply side" ceiling. Everything is slowly moving, and the online sale of train tickets has been promoted for ten years, so there is no need to be anxious. In some cases, although technical means are very important, for the “seeing a doctorâ€, which involves satisfying the psychological comfort of the patient, it is always a high demand to answer the question manually. The light consultation and the acquaintance consultation are all part of the consultation. Can meet this real doctor and patient communication needs.
It is very superficial to limit the enterprise revenue mode of the light consultation mode to "paid conversion". Is it possible to make money by selling apples in this world? Can I buy apples?
One of the most important business models for the light consultation platform is to build a traffic portal. She mentioned that users will go directly to Baidu. In fact, Baidu's main mode is to use search information transparency as the core, to build the traffic portal for the entire public, and to continue to extend and transform. Later, it involves the fact that the Putian system is borderless. The monopoly caused by network competition, there is nothing else in this matter, BAT which does not monopolize, as long as it is a monopoly, which has not done bad things? This is an academic issue of Internet business and ethics, which will be discussed next week.
After the Internet medical platform has traffic, it can carry out the layout of medical O2O, including offline clinics, medical e-commerce, medical heavy services, medical integration, insurance integration, healthy lifestyle and social, etc. Long-tail business model is carried out after the user is activated and activated. After that, you can also do a structured database analysis and build a system to enable the application of artificial intelligence technology. As time and data continue to accumulate, the value will become higher and higher. Of course, to build a brand and traffic portal, it is very easy to say a word, it is very, very difficult.
Since the little apple said that "light consultation" has no value, is it convenient for "acquaintance doctors and patients" to make money? actually not. Dr.2 published an article in the "Practical Medical Doctors" problem in the past year. The business logic of acquaintances is based on doctors and hopes to pull patients through them. Come up, the system of reverse build relationships. In other words, patients and doctors have a certain "geographic radius" and "time radius" relationship, that is, the patient has arrived at the clinic, and it is relatively easy to arrive offline in the future.
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