Internet medical business is not good, how to open the situation online psychological counseling?

Internet medical care is still a bullish field for capital. Relevant data show that as of May 22, 2017, the global Internet medical industry financing amounted to 3.67 billion US dollars, and 413 financing projects. Not long ago, the Concentric Medical Association completed the fourth round of financing, and before the good doctor, Kingdee Medical, and Health has also received 200 million US dollars D round of financing, nearly 100 million A round of financing, 50 million US dollars A + round of financing, but the capital is optimistic The trillion-dollar Internet medical industry is not as superficial as it is.

Many veteran Internet medical companies have reported a large number of layoffs. In 2011, Dr. Chun Yu was a fake news after the bankruptcy, and Baidu doctors who went online in 2014 were shut down on April 1 last year. Many Internet medical companies have a relatively difficult time to go, and they are directly related to the natural pain points that have always existed in the industry.

First, the mismatch between doctors and patients makes patients not enjoy the convenience brought by the Internet when they actually seek medical treatment. Secondly, the supervision and protection system is imperfect. How to blame in the event of medical malpractice is a difficult problem, and traditional management methods and opinions It is not suitable for the Internet medical field. Thirdly, the frequent exposure of doctor-patient disputes makes it difficult for doctors and patients to trust, which hinders the platform to establish a good reputation, such as patient information security and privacy protection. After all, some diseases are detained with discrimination caps. It is also a hangman who destroys the doctor-patient relationship with doubts about the level of doctors at the doctor's level and arbitrary charges.

In addition to the pain points in the model, due to the large number of Internet medical models, many models fail to open up the profit channel is also a huge obstacle to development. If this mountain is always moving, Internet medical care may lose the opportunity of continuous blood injection. Unable to maintain operational crisis.

Counting the pain points of Internet medical care, we can't help but feel the hardships of Internet companies to get through the line, but at the same time we can't deny that there are many opportunities for Internet medical care, which has given birth to various modes. For example, a comprehensive service platform, a doctor, a medical e-commerce, and a service platform that focuses on the vertical field, such as the new oxygen in beauty.

The operational focus of these Internet medical platforms is different, and the degree of favored by capital is also different. The vertical field of online psychological counseling has received capital attention in the past few years. For example, in 2016, it was a simple psychological completion of millions of dollars in Series A financing. Warm mentality has received billions of Pre-A financing from Xue Manzi, and the initial heart living room has completed millions of angel round financing. So, what are the advantages of online psychological counseling in the Internet medical field?

Light mode helps online psychological counseling to win a world

Compared with many heavy models in the Internet medical industry, online psychological counseling has found some breakthroughs in a light posture.

First, the mode is lighter. Different from the heavy operation mode of many comprehensive Internet medical platforms, the online psychological counseling operation mode focusing on the vertical field is lighter. As soon as online psychological counseling is based on online consultation, the consultation methods are diversified, and text, voice, video, etc., most of which are small and medium-sized platforms, so the pressure on platform maintenance is not large.

For psychological records, users can consult mental health issues on the APP, watch psychological live broadcasts, talk about their thoughts, directly understand the level of consultants through introductions and comments on the APP, and help users with micro-chat, psychological circle, psychological test and so on.

Second, the consultant uses his professional knowledge to communicate with the patient online to confirm the patient's psychological condition and then conduct psychological counseling or give advice, so almost no professional medical equipment is involved, avoiding the extra cost in this aspect.

Thirdly, because doctors and patients are mainly based on online communication, the platform consultants are basically part-time, which can not only bring excellent psychological counseling experts from all over the country to the platform, but also solve the imbalance of high-quality medical resources. The problem also makes the operating pressure of the platform lighter than that of the offline clinic.

For example, the comprehensive psychology of the company has more than 6,000 consultants on its platform, which has high requirements for the qualification of consultants, and the consultants mainly come from first- and second-tier cities such as Beishangguang.

Second, the social element blessing. Some online psychological counseling platforms also add social elements. In addition to communication between doctors and patients, platform users can also communicate, such as comprehensive platform, psychological and psychological records. This model allows users to participate in interactions, telling their hearts to stagnate and encourage each other, and also helps to improve mental health.

Internet medical platforms such as Good Doctor and Kingdee Medical only focus on consultations between doctors and patients, and may lack in-depth communication. Many diseases require long-term treatment, and the doctor-patient relationship also affects the patient's recovery. In-depth communication can help doctors understand the patient's condition, and promote the doctor-patient relationship to allow patients to actively treat with the doctor. Therefore, the Internet medical platform should try to integrate social elements.

There is a breakthrough, online psychological counseling is still difficult to bypass the pain point

Although the online psychological counseling platform reduces the development burden with the light operation mode, and its strengthened social elements make the platform more humane, it can promote the relationship between doctors and patients and adjust the user's mood, but the online psychological counseling platform still There are many problems that hinder their own development.

First, the level of psychological counselors is uneven, and there are many “fudges”. According to data from Ai Media Consulting, in 2016, the number of e-commerce users in China's spiritual services exceeded 3 million. It is estimated that the number of users in 2019 will exceed 40 million. The scale of users is constantly expanding. It can be seen that the demand for online psychological counseling is very large, but what is the actual situation of the corresponding psychological counselor?

According to online data, the number of national second- and third-level psychological counselors is increasing year by year. However, third-level psychological counselors only need to have a certain degree of education, and they can obtain certification after formal training and standardization hours. This can lead to a question, can low-level counselors cure patients when faced with different levels of patients?

Traditional psychological counseling institutions and Internet platforms are increasing year by year. The number of the former is large, and full-time practitioners are mostly online and have fewer online platforms. In addition, the employment status of the industry is not optimistic, less than 5% of college graduates are engaged in the psychological counseling industry, and the psychological counselor is mixed with water, while the online psychological counselor is mainly part-time, which shows the profession of online counselors. The level and quality are uneven. Some professional counselors do not even take the patient's professional test, but some use the learned fur knowledge to fool the patient to defraud the high medical expenses. These are extremely lack of professional ethics. .

Second, the trustworthiness of doctors and patients is not easy to establish, and the treatment effect is limited. Different from traditional face consultation, online consultation can make patients speak their heart disease unscrupulously, and can also play a role in relieving heart stagnation. However, at present, the acceptance of psychological counseling by Chinese people is not high, especially when many news, film and television materials, such as “hypnosis visit”, “electricity attack, internet addiction”, “and love with consultants” appear in people’s field of vision, the public Psychological counseling lacks correct cognition. With a bad impression of preconceived, there is a lack of trust in counselors, especially online counseling. There is a barrier between the doctors and patients to limit the treatment.

In addition, in order to achieve the best therapeutic effect of psychological counseling, in addition to the professional level of the consultant itself, the face consultation will also play a key role, based on the patient's privacy protection, communication will be concealed, and face-to-face Communication can enable the counselor to better judge the actual psychological state of the patient, in order to better carry out psychological counseling and later guidance.

However, due to the lack of natural face consultation, online psychological counseling can not accurately determine the patient's psychological state in the form of text and voice communication, and increase the difficulty coefficient of actual treatment. Even in the context of video communication, it is affected by factors such as the patient's environment, lack of trust, and unclear video effects.

Third, the profit is worrying. Not only does online psychological counseling face this big problem, but many Internet medical platforms are also caught in this dilemma. On the one hand, due to the particularity of online psychological counseling, such as patients worried that treatment is useless and defrauded, the consultant is worried that the patient will be cured but the other party does not buy the account, etc., around the "first pay after consultation" or "first consultation and then pay" The problem is that the charging model is bothering both doctors and patients.

On the other hand, in general, the online psychological counseling fee is 150-1000 yuan per hour or hour, and the actual fee is related to the consultant's qualifications and treatment effect. Most of the fees are still around 300 yuan, and the platform will have some parts. Draw. If the patient feels that the treatment is not good, the platform will be abandoned, the treatment will be terminated, and the consultant will not be able to get a return through the treatment.

At a time when many problems hinder the development of online psychological counseling, how should online psychological counseling break through the bottleneck?

Only by building trust barriers can you

In order to break through the obstacles in online psychological counseling, it is the key to establish the trust barriers of doctors, patients and platforms.

First of all, the professional level of the counselor should be guaranteed. In the medical industry, practitioners must have professional ethics, whether they are responsible for patients or for the privacy protection of patients.

Psychological counseling itself is different from traditional disease treatment. The main practice is to provide psychological counseling to patients rather than simple medical treatment. Online psychological counseling has added another layer of virtual diaphragm between doctors and patients, so the professional level of consultants is even more It is necessary to have a guarantee. With the actual good therapeutic effect, the patient's trust and recognition can be obtained, which is conducive to the establishment of a good reputation of the consultant and the platform, so that the platform has the prerequisites for sustained and healthy development.

Secondly, the combination of communication mode is gradually established to establish a trust relationship between doctors and patients to improve the treatment effect. If you first enter the text or voice with simple communication and do not charge, after a few communication, let the patient have a sense of security, and then through the video form communication to understand the actual psychological situation of the patient and collect appropriate treatment costs, and then symptomatic counseling. The simple form of communication allows the counselor to get a glimpse of the patient's general situation. At this stage, there is no charge and the patient can let go of the doubts about the level of the counselor and the fear of getting the treatment fee. The mutual trust also promotes the follow-up treatment. effect.

In addition, a mutual help group module can be added to the platform to artificially match the user with artificial intelligence technology, so that patients with the same type of psychological problems can talk to each other and encourage the patient to play a psychological role.

Finally, establish a credit medical system. Due to the particularity of the online psychological counseling model, there is a problem of trust between doctors and patients, which hinders the development of the platform. The establishment of the credit medical treatment system can solve the problem of “first charge after consultation” or “first consultation and post charge”.

Secondly, through the system, the practitioners are more transparent, and can also play a role in regulating the professional conduct of the consultant. Alipay's credit medical treatment system is a good reference model. If the platform has the financial strength to learn from its model self-built credit system, it can also cooperate with Alipay and other platforms with credit mechanism to share the credit system.

Although on the entrepreneurial road of the Internet, online psychological counseling has not been able to circumvent all kinds of malpractices in the Internet medical industry, problems such as the level of consultants, trustworthiness of doctors and patients, and profit model are significant, but the premise of guaranteeing the professional level of psychological counselors Under the breakthrough of the trust barriers of consultants, patients and platforms, this may still be a promising road.

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