Time: 2017-12-01
Note: This analysis is mainly for a more in-depth understanding of the product, and there is no optimization proposal for the APP.
My understanding: In other words, for the health version of "today's headlines" and "sub answer", then the key may lie in the control of content quality.
Health practitioners
need to promote their personal professional brand; in addition, doctors to increase income, learning from peers; health professionals, media, organizations need to improve the conversion of health services and medical products sales.
Ordinary users
convenient access to doctors and learn professional health knowledge.
First, focus on the doctor-user communication "medical talk", popularization of health knowledge
Aggregate famous doctors and millions of users of the doctor-patient community. The community is a place where you can find like-minded people, exchange medical experiences, and share health tips. Users can also communicate directly with doctors, get help, and learn professional health science knowledge.
Second, the content open platform "Health", to establish the personal brand of health practitioners
"Health" is based on the micro-medicine APP "medical speech hall" community launched function. The "Health No." is a function based on the micro-medicine APP "Medical Talk" community. It helps health practitioners to promote their personal professional brands through content output and fan operation on the platform; doctors to build their brands and increase consultation volume by releasing popular science information and interacting with patients; and health professionals, media, and organizations to share and release diversified information to promote the sales conversion of health services and medical products.
Third, personalized recommended content, improve user experience + improve sales conversion
Using big data distribution mechanism, after the formation of the overall health portrait based on user characteristics, electronic medical records, electronic health records, continuous health monitoring by artificial intelligence, and analysis of user health status, personalized recommendations, so that the user experience is more natural and more reasonable.
Fourth, the medical paid Q&A product "everyone's help"
"Medical talk" community health number owner to answer questions from users, through the front of the "Health Number
Through the previous "health number", health professionals have established a good professional brand, the target users have a sense of trust, they will take the initiative to communicate with them and carry out "paid questions".
Note: The red text is the paid Q&A portal
Patient questions:
Scenarios:
1, common illnesses, patients through the offline medical trouble, time-consuming and laborious, the patient can be through the "everyone to help" for a simple consultation, and then determine whether to seek medical treatment;
3, health knowledge, online knowledge and chaos, there are a lot of unreliable health knowledge, so that many people are convinced, through the health number of the correct science and everyone to help the doctor inside the professional response, the user can get the correct health knowledge;
4, doctor-patient relationship, the current medical environment, resulting in some patients have prejudice and misunderstanding of the doctor;
5, the patient's friends Family members, family members do not understand the disease, do not understand the medical knowledge, do not understand the psychological knowledge, and sick family members together, it is inevitable to produce problems;
6, the correct medical treatment, the patient in the doctor, will always be the wrong number, into the wrong hospital, the patient needs to know when they find themselves sick, should go to what level of hospitals, should be hung up on what section, should find what kind of doctors, and so on. Patients can make a simple consultation through "everyone's help", and then determine what hospitals they should go to for their own conditions, and what sections they should look at.
From the comments I've collected, it seems that the user's immediate need is to book an appointment, followed by online consultation and popularization of science.
The good comments are basically: you can hang up the expert number, online consultation is convenient, etc. Below, most of the positive comments are indicative of the booking function of micro-medicine, but the credibility is low.
Online consultation and everyone's help are also favored by users.
The bad reviews are basically : corresponding to the good reviews, such as difficult to register, poor quality of response to online consultation, in addition to the bank card can not be unbundled and so on.
In addition, performance, often lagging, loading time is too long, after the update can no longer log in, etc.
I mainly want to talk about everyone's help and micro-medicine online consultation.
Online consultation, the user experience is summarized as follows:
Advantages:
1, doctors and patients offline to recognize and then transferred to the line can be convenient for patients to consult, for example, the patient after surgery or some patients need to long-term tracking of the condition, the need for convenient and fast post-diagnosis doctor-patient communication;
2, common minor illnesses, applicable departments: pediatrics, gynecology, dermatology etc., such as colds and coughs. Patients online ask the doctor how to deal with, the doctor gives advice, patients go to the pharmacy to buy drugs. This eliminates the need to queue up at the hospital;
3. Chronic disease counseling and management, such as diabetes. After the patient took the medicine, ask the doctor online, the doctor online prescription, the patient can directly in the micro-medicine online pharmacy to buy, beat the traditional medical process, the patient only need to operate the phone, easy to get home to the doctor, buy drugs and other processes;
4, artificial guide.
Disadvantages:
1, outpatient "look and smell", through the video, graphic, in fact, the doctor can not see your face, can not see your posture, can not talk to you face to face, which will make the doctor to collect the intelligence generated by the lack of, are prone to lead to misdiagnosis;
2, online Diagnosis of graphic diagnosis and video diagnosis, all need doctors to spare some time, but we all know that in terms of physician resources, third-line doctors have time, no authority; first-line doctors have no time, authority, high cost. (The current "online consultation" is possible, some of these doctors are operating personnel in the response);
3, high fees, graphic consultation is generally about 150 yuan, video consultation is generally about 200 yuan.
Home help, in fact, the essence and online consultation is similar, the difference between the two:
The two also have a role in helping each other, the questioner through the help of everyone, pay attention to a certain health number of doctors, with the growth of trust, if the questioner has a problem, will directly consult the doctor, through the online consultation, the way to communicate. If the patient through the online consultation, questioned the current doctor to give a reply; then the patient can through the "everyone help" to "not specify the doctor" way to ask questions, through the reply to the answer, more accurately determine their own condition.
Micro-medicine said: the establishment of the "health" platform is mainly in response to the national health care reform, "from the treatment of disease-centered to health-centered" transformation.
"Health number as a focus on medical and health field of self-media platform, relying on micro-medicine in the Internet, medical artificial intelligence on the technological advantages, as well as professional health number owners of high-quality content, for the people to provide independent and continuous medical and health services." Liao Jieyuan said.
Those who know, please look directly at 4.2.2 User needs
1.? Self-media?
Self-media (foreign name: We Media), also known as "citizen media" or "personal media", refers to private, civilian, generalized, autonomous communicators, with modern, electronic means, to an unspecified majority or a specific single person to convey normative information. Or a specific single person to convey normative and non-normative information of the new media.
2. What are the vertical self-media platforms?
With the development of today's headlines, a variety of imitators have appeared on the market, especially in the vertical field. Like the storm in the field of sports, interesting headlines in the field of entertainment, Yu Curry for young people, enterprise headlines for B-side enterprises, and so on.
3. Self-media advantages and disadvantages?
Advantages:
A. Civilian personalization
B. Low threshold and easy to operate
C. Strong interaction and fast dissemination
Disadvantages:
A. Mixed good and bad content
2. Low credibility of the user
3. Unregulated laws
4. Self-media operation
About the platform :The public platform and the self media people are **** born relationship, the platform needs the self media's good content, the self media need the platform to spread the content.
Of course, all the dissemination is based on the platform within the rules, many people are wondering why they will be blocked for no reason, within the rules of the platform, effective dissemination, is a better way.
About readers :Some people call readers, fans and users, in fact, they are the readers that your public number can influence, and gradually transformed into depth readers.
On interaction: and readers interact with a technical work, but also a brain work, very people can be competent, interactive good, a laughter, interactive bad, scolding, spray, dick, step on all kinds of things.
Content is definitely the core of the self media operator. Self-media will spread their own information, values, ideas, relying on the content, and text, video, audio and other media are carriers.
Review ~
First, corresponding to the doctor , the most important is "medical education and research".
1, from the national policy, the doctor is now a good time to establish a personal brand, personal branding, for example, can be detached from the body, looking for other doctors to open a high-end clinic; can also join the hospital organization.
2, in terms of income , most of the community, second-class hospital doctors, you can get additional income through online consultation and so on.
3. In terms of medicine, it is necessary to meet more doctors in the same specialty area and learn more specialized content.
Second, for health professionals, media, and organizations that need to improve the sales conversion of health services and medical products, then they need to build their personal brands and attract more users through more accurate promotion.
Third, for ordinary users, the main thing is to "popularize medical science".
Not everyone is a medical professional, and it's easy for people to be misled about healthcare. In recent years, there has been a lot of pseudo-science popularization, coupled with a fast spreading speed, many people have been "popularized". Then, there is a need to provide a professional medical media platform, so that ordinary users can correctly carry out the popularization of science education.
In addition to getting the right kind of education, users need to find the right kind of doctor for them, so they can use the platform of Health to pay attention to and get to know the doctor comprehensively.
Summary: Combined with the function of everyone's help, it's a mutual benefit for both sides. First, ordinary users can ask paid questions to the owner, which indirectly incentivizes the owner to create high-quality content; second, ordinary users can take the initiative to ask paid questions to a specific individual after discovering a trustworthy owner.
In response to the advantages of self-media, the health of the practice:
1, the micro-medicine platform traffic, eligible users can be stationed in the health of the high-quality medical content, micro-medicine itself traffic, can accelerate the establishment of personal brand.
2, precision marketing, the use of micro-medicine users, basically the need to book appointments, online consultation and other medical activities of a class of people, they will be more concerned about health information. For doctors, it can enhance the communication between doctors and patients, so that patients feel that the doctor is credible and patient-friendly image; for health media, organizations, in addition to brand publicity, but also allows users to enhance their trust.
3. Increase revenue, combined with "everyone's help", the owner of the health number can increase revenue by responding to user questions.
In response to the shortcomings of the media, the health of the practice:
1, the media users of high quality, high credibility, it is understood that the health of the user stationed in the health of the number of: all the compliant doctors, nurses, pharmacists, psychologists, dietitians, health professionals, fitness trainers and other health professionals; can also be good at the production of health content dissemination of the media, health care institutions.
2, the establishment of the rules and regulations, sound network speech norms
3, to improve the health of the number of owners of the active production of high-quality content motivation
First, the platform to help the health of the number of owners of the promotion of personal, institutional and other subjects of the brand awareness, micro-medicine will be planned multi-dimensional exposure of the brand activities, such as: ace owner of the competition, the debate on hot topics, the exclusive brand packaging activities, the micro-medicine health of the masters of the event, the brand of the event, the brand of the event, the brand of the event, the brand of the event. The micro-medicine health professionals ceremony, etc., multi-channel packaging and promotion, to enhance the brand awareness of individuals, organizations and other subjects.
Secondly, in order to improve the motivation of the health number owners, micro-medicine health number will establish a "hundred people thousand yuan" fund, at least 100 health number creators will be at least a single month to get at least 1,000 yuan of "base salary" incentives. In the selection criteria, not only to read the assessment, but also to emphasize the quality of content and interactivity. The health of the number does not take "exclusive" and require "first" mechanism, but hope that the multi-party support so that enthusiastic public welfare, active dissemination of science and technology creators to maximize the benefits.
The predecessor of MicroMedic is "Registration.com", which has the inherent advantage of having a large number of hospitals and doctors' resources, and has an absolute advantage in the establishment of "Health"; in addition, under the wave of "Internet hospitals", MicroMedic has the advantage of having a large number of hospitals and doctors' resources, and has an absolute advantage in the establishment of "Health". In addition, under the wave of "Internet Hospital", MicroMedic is also committed to developing its own ecosystem in this direction. I believe that in the next few years, the establishment of doctors' personal brands will benefit all parties concerned, but of course, the prerequisite is that there is financial support and policy assistance. MicroMed should have more in-depth consideration and planning in "Internet hospital" and "personal branding for doctors".