Ma Yun and Putian leaders have said what?
Recently, the video of the cooperation dialogue between Ma Yun and Putian City Government has been exposed. Some of the medical treatments are worthy of our careful recollection.
He said this: "I am also concerned about the plight and prospects of the Putian medical industry. Any medical care in the future cannot be separated from the data, so I don't think that Putian's medical system today is solely for advertising, it is for customers. Understanding, understanding of patients, and investing in medical technology equipment. I feel that Ali Health and the friends of the Putian medical industry are discussing how the medical system is going after ten years, not only by finding customers through advertising, but also really The better the understanding of customers and patients, the healthier the industry will be. I think we can do a lot in this field."
The imagination of this passage is particularly large. What will the medical system look like ten years later? What does Ali Health do? What kind of intersection will exist between Putian and Ali, let's analyze it one by one.
The transition time window left by the market for the Putian system is running out.
The predicament of the Putian medical industry mentioned by Ma Yun is not difficult to understand. As we all know, the development of the Putian Department has experienced the 1.0 travel medical era, the 2.0 contracting department era, the 3.0 overall purchase of public hospitals or the construction of high-end hospitals. At present, the Putian Department Hospital is scattered and the level is large.
During the development of the entire Putian system, most hospitals are in the “three noes†situation of “unnamed doctors, no medical insurance, no official endorsementsâ€. Without brand reputation and user trust, they can only adopt savage and rude user acquisition methods.
After the rise of the traditional Internet, Putian Department Hospital began an overwhelming network marketing, the most important thing is to participate in Baidu bidding, spending huge sums of money to earn patient recognition from the huge advertising traffic of search engines, and increase the number of patients seeking medical treatment. How high is the promotion fee? According to public reports, Baidu provides the "brand start line" service as an example. Baidu's charge price standard is divided into two categories according to "non- medical industry " and "medical industry". The "non-medical industry" starts at "2200 yuan/month/promotion. "Unit"; "medical industry" starting price nearly 10 times higher, "21,000 yuan / month / promotion unit."
Even under such high promotion costs, many Putian hospitals have completed the barbaric accumulation of wealth, so how long can this road go? One and a half months ago, the farce between Baidu and Putian has actually revealed the essence of contradiction: whether it is online Baidu promotion or offline telemarketing, Putian is such a wide network, low hit, catch a slaughter The rude marketing method of never returning customers is completely contrary to the times, and many hospitals are already overwhelmed.
More importantly, the overall medical environment in China is undergoing tremendous changes. First of all, with the encouragement of the policy, a large number of high-quality social medical resources are planning to do a big job, and these entrants are much higher than many Putian hospitals in terms of management ability and medical resources. Doctors' multi-practice policy is gradually being liberalized. Encouraging doctors to open clinics is the trend of the times. More famous doctors have begun to go out of the system to open clinics, doctors' groups, or join high-end private hospitals. Finally, in the era of mobile Internet, "smart" patients are also getting more and more Many, the way patients get medical information and the entrance to medical care are also changing. It is no longer feasible to rely on mis-hit and scams. In the future, only cost-effective medical services can attract long-term users.
This is the market challenge faced by the Putian Department Hospital. If the Putian Department Hospital is not transformed, most of its hospitals will inevitably be eliminated in the next five to ten years. The transition time window left by the market to the Putian system is running out.
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