The " Mobile Medical Death List" was once popular in the industry. Among them, the list of martyrs is not lacking in well-known Internet medical companies such as 818 Drug Network and Yaoyao. Last year, online medical platforms such as seeking medical advice, medical treatment, and doctors started. Layoffs; even this year, even Baidu Baidu announced the closure of Baidu doctors. What happened to Internet medical treatment? Why are so many platforms falling?
Why is the ambitious Baidu doctor shutting down?
Registration is the earliest and most common mode of Internet medical treatment. When Baidu entered the Internet medical industry , it also chose to register and book a doctor as the core of its business. In October 2014, it launched the online appointment registration platform “Baidu Doctorâ€. However, the ambitious Baidu doctor only survived for more than two years, and was shut down on April 1 this year.
When Baidu doctors went online, the registration reservation market was already saturated. The rivals not only had two giants, Ali and Tencent, but also countless SMEs were also vying for the market. Baidu doctors and competing products were similar in function and did not gain much advantage.
As a latecomer to the industry, in order to quickly occupy market share, Baidu doctors chose to collect registered resources to Baidu doctors through cooperation or investment to solve the problem of insufficient resources, and tried to build the largest registered platform in China. However, Cheng Xiao also lost and Xiao He, part of the platform with Baidu has the same goal. As a competitor, these registered platforms are not willing to share all resources with Baidu. In addition, there is a platform for high-quality sources in the first-tier cities, such as Beijing Medical Express, Beijing Municipality, and the Shanghai Shenkang Hospital Development Center Medical Association Appointment Platform. For various reasons, there is no cooperation with Baidu, resulting in the number of Baidu doctors. Wide, but lacking the high-quality source that users need most.
It is difficult to register the number of experts. This type of source is already a scarce source under the online. Even if the hospital is willing to cooperate with the online registration platform, the scarcity source can only be provided in a small part, plus Internet medical care. Did not put an end to the "yellow beef speculation", the people want to pass the Baidu doctor hanging expert number still can not hang.
In addition, quick success and short-term pursuit of KPI is one of the biggest reasons for the failure of Baidu doctors. Registered is different from take-out or taxi, which belongs to low-frequency demand. Baidu doctors use the registered quantity as the KIP standard. In order to achieve the quarterly goal of “Great Leap Forwardâ€, the registration volume is achieved by high cost such as subsidy and purchase flow, or to complete KIP ignores the user experience, and in the blind pursuit of KPI, the high price of buying traffic, cheating subsidies on the order, etc. came into being.
Finally, the lack of a viable profit model in the field of registration can be said to be the pain of Baidu doctors and all other similar products: on the one hand, the policy does not allow out-of-hospital intermediaries to increase the registration fee; on the other hand, the hospital is already nervous. They are also reluctant to pay for registered platforms. Most registered platforms can only rely on medical advertisements to achieve profitability.
Why did a good doctor who claimed to be an online doctor unicorn face layoffs?
As the earliest platform to enter the Internet medical industry, the good doctor used to be in the vertical field of online consultation. In the past, he not only has the most authoritative doctors in the country, but also has been leading the industry in graphic consultation and telephone consultation. . Even so, the good doctors were transformed last year because of the difficulties in profitability of existing businesses. The reasons for the difficulty in profiting are summarized in the following aspects.
First of all, online consultation mainly relies on providing paid consultations to users to obtain profits. However, the following three objective reasons make the domestic users who use online payment consulting services only 20%: First, domestic medical consumption is different from Europe and America. In other countries, domestic medical fees have been very low, and the profit available is very low. Second, because users lack online counseling as a medical service, it is difficult to cultivate payment behavior. Third, on the one hand, policies do not allow non-physical medical treatment. Institutions conduct medical treatments, online consultations can only provide counseling services; on the other hand, because many diseases are complicated, or there are individual differences, it is necessary to use instruments to check. Only simple pictures and voice communication are easy to diagnose, so the line There are very few diseases that can be diagnosed on the consultation.
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