Since we formally proposed the concept of “new medical care â€, some institutions and big coffee have released opinions and contents about new medical treatment. This article of Chunyu CEO Zhang Wei is very opinionful, especially worthy of traditional offline medical care. Institutions (especially market-oriented clinics and hospitals) and some Internet medical organizations draw on their thinking.
The corresponding views and content, some are "methods" and some are "targets":
1. “Serving a consumer-transformation service long-term customer†is one of the business objectives. “Methodology†includes: customer thinking (one transaction) to user thinking (long-term connection), direct transaction (payment) to use Internet products (payment), pure Offline offline single service (end of service completion relationship) turns to continuous service on the offline starting line (continuous service continuity);
2. “Immediately meet the needs and meet the impromptu needsâ€, this is the service method and skills, and more inclined to the Internet. When I planned to be a doctor-patient communication product, I was designed to answer the questions and questions of my patients by the attending doctor. Because of the practical feasibility, I could only design it as a “delayed answer†and was strongly challenged by a senior investor. Instantly meeting your needs and meeting your immediate needs is an important way to deliver great user experience and a great way to impress your users and brand loyalty. It is obviously unrealistic to fully realize the actual medical process. Medical service providers need to use this as a guiding ideology to design and implement the service process. It is still feasible to obtain obvious comparative advantages. For example, when the user sees a doctor, the auxiliary examination and other appointments are completed on the spot, and even other institutions are pushed. The difference is very huge (the public large hospital makes a nervous atmosphere).
3. “Breaking the physical space constraints and breaking the business ceilingâ€, I recently discussed this topic with some founders in the clinic circle, and everyone is very interested. The method is more in the business online, location decentralization and so on.
4. "Data-driven, information technology as a productivity tool" mainly includes data-driven and data-smart, based on business dataization and onlineization. I initially believe that it is mainly used in intelligent management and data-assisted medical care. Very much.
New retail is in full swing, and new healthcare is just beginning to think and explore. The tactics and skills of big stores and small stores in new retails are very different. There are big differences between public and private, large hospitals and small clinics, general and specialists, software and hardware, medical treatment and health rehabilitation. Welcome to various discussions and submissions.
original:
On Saturday, I ate a box of fresh crayfish with my family. I experienced Ali’s so-called new retail model in a shallow level. Although I have psychological expectations, I still feel very shocked! Aside from the underlying differences in medical services and retail formats, what are the implications of “new retail health†innovations for “new medical health�
1. Serving a consumer transformation service long-term customer
First of all, the difference between the concept of the box horse and the traditional store is that he is not a one-time shopping behavior, but a long-term consumer demand for the consumer. It is different from the direct payment or scan code consumption when shopping in a traditional supermarket. When the box horse is consumed, it will be forced to download the APP to settle. This kind of behavior seems to have a high threshold, but in fact, it has effectively completed the conversion of offline traffic to online traffic, forming a consumption experience of online and offline integration, and the consumption viscosity of this consumption and next repurchase, establishing a long-term value of customer.
We all know that the current hospital-centric medical model is fragmented. The management capacity of most traditional hospitals is limited to managing single outpatient visits or single hospitalizations. The current so-called hospital management is more about how to make the single visit process more efficient and safer. However, this is not enough! Before the patient seeks medical treatment, if the number is not completed in the outpatient hall, we cannot predict it. What is the prognosis after the patient seeks medical treatment? Is the treatment effective? We also don't know. It is this cut-off service capability that has led most hospitals to rely on traditional retail as a day. The operation of the traditional physical hospital business is to first invest heavily in buildings, equipment, and places in heavy assets, then contact the surrounding small clinics, do some free clinics, or make some soft advertisements in the media, expecting patients to find their own Go to the door. Traditional business models without a solid, long-term customer base are very fragile and dependent on long-term investment.
To create a new medical service, we must establish a long-term customer awareness, and we must turn the management of a single visit into a long-term customer service. This requires the formation of a fan base for its own fans, the establishment of a user health profile, the recording of his basic information and past services under the premise of privacy protection and information security, the ability to predict and proactively provide services, such as regular maternity checkups, child growth vaccines. Service reminders and more. I can keep up with the care service after the diagnosis and understand how good the patient is. How is it good? It is necessary to integrate the regular medications and examination reminders of chronic diseases into online services. In the past, when patients were at a small risk, if the cost of medical treatment was high, or inconvenient, or not timely, the demand was often suppressed. We also lost the opportunity to serve, which may delay the patient's condition and result in greater medical costs. The establishment of online services has the opportunity to establish long-term, highly viscous service relationships and service capabilities with customers at extremely low cost and extremely light asset investment.
2. Meet demand instantly and meet impromptu needs
Box Ma’s business is characterized by a combination of store, takeaway, warehousing and catering. This mode allows the user to process and enjoy it on-site after the purchase is completed, without having to wait for the time difference between going home, storing, and processing. The display method of the store can also meet the needs of the site, as well as high-quality daily necessities that meet impulsive consumption when leaving. Different types of products and services are arranged according to the layout of the user's consumption process, which can fully satisfy the immediate needs of users and satisfy the impromptu demand, thereby increasing the unit price of customers.
The same is true for the services of the medical industry . We need to distinguish between medical needs and consumer needs. The current trend is that the proportion of consumer demand is getting bigger and bigger. Users seeking medical advice are not just solving the disease problem, but also expecting a better life, better quality of life and a more pleasant mood. Such as weight loss, beauty, dental care and so on. Even in the traditional medical service attributes, consumer demand has gradually been added. For example, the same child, not only the process safety, but also provides painless delivery. The same is the postoperative surgery, not only the stitching, but also scar management. New medical services are required to respond instantly to medical needs while meeting a wide range of consumer needs. In the first time, we should make feedback on the needs of patients, whether it is online consultation, appointment examination or even emergency visit, but also to explore and meet the different levels of consumer demand. Online services can greatly increase the speed and efficiency of demand feedback, and can also compensate for the shortcomings of offline service varieties (corresponding consumer goods SKUs) and service capabilities.
3. Break through physical space constraints and break business ceilings
The 30-minute delivery service provided by Box Horse is also very inspiring. The area of ​​a traditional supermarket is fixed, so the physical environment is a constraint on business rigidity. The takeaway business broke through the ceiling of the supermarket business. Put the display and consumption of the store online, and put the delivery of the goods in the user's home.
For traditional hospitals, limited physical space is also a constraint to the rigidity of business development. However, there are huge operational risks and long payback periods for heavy assets to build buildings and buy equipment. With the advancement of inspection, inspection methods, and treatment methods, a large number of service categories in the medical service industry can be decentralized, online, or partially online. Patient services can also be completed in a home or other living environment. With the support of online service capabilities and the same resources, the hospital can serve more patients, provide services at a lower cost, and provide 7*24 hours of responsiveness, thus breaking the physical bottleneck of traditional services.
4. Data driven, using information technology as a productivity tool
The client service of Box Horse is to open the account system of Alipay and Taobao. Therefore, I have reason to believe that the past results of Ali's credit history, consumption records, logistics records, etc. have been digitized and tagged and shared with the box horse application. Among the user portraits of Ali, I am probably a big consumer of electronic products, a middle-aged man living in a middle-class community, and a potential user who is gradually demanding healthy food. This data can be directly reflected in my user interface, reflected in the promotional push information given to me, enhance the user experience, generate more consumption, so information technology and other businesses are productivity tools.
The medical industry is also a data-intensive industry, and rich health data can profoundly create deeper insights for users. With privacy and data security, these insights can help healthcare organizations deliver more accurate treatments and personalized services to patients. In the past, we were limited in capacity to provide a single, standardized service. With data as productivity, we can not only provide priority based on the priority of the disease, new knowledge of medical technology, but also a customized service combination that better matches the needs according to the user's preferences and habits, the willingness and level of consumption.
The above four points are just reflections on the shallow experience of Box Horse. I hope that our new medical and health services can be combined with the depth of the Internet to realize the transformation and upgrading of traditional businesses.
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