Medical App product disassembly and operation ideas!

1. What services does the medical app provide?

Through observation of the user terminals of several major medical apps, it can be seen that there are six major types of services, including registration - consultation - medication - popular science - community - membership, and each has a different focus.

Let’s first give a general idea of ​​what these services are, and then look at some typical product examples.

(1) Registration service

Patients can check the registration resources of major hospitals and complete online registration appointments. This is a standard service for medical apps, the main difference being the hospitals, diseases, and doctors covered.

(2) Medical consultation

Patients can directly initiate consultations with doctors on the platform and pay on a per-session basis. Specifically, it can be divided into quick consultation without choosing a doctor, consultation with a doctor, and multiple consultations with one consultation. Other derivative marketing forms include free clinics and live free clinics.

(3) Medication

Including medication guidance, prescription medicine, and purchase of medicine (pharmaceutical e-commerce). The depth of service varies from company to company.

(4) Popular Science

There is a lot of room for this type of service. There are posts, videos, tests. It revolves around health, disease treatment and surgery. It is produced not only by the content team but also by doctors who collaborate with them.

There are big differences between each company, probably due to different development strategies. This is reflected in the fact that some are general science popularizations, while others are only for mothers and babies (such as medical deer). Another thing is to explore the form of display. Among them, the popular science content classification of Youlai app is very distinctive.

(5) Community

I defined the community myself to distinguish it from one-on-one consultation services and general popular science content. For example, in the Xiaohe app, patients upload their case records, which other patients can view, comment on and collect. WeDoctor’s health group. A doctor is the group leader, and patients can choose a doctor's group to join and ask questions. Other patients can watch.

Of course, these two forms are still far from being a truly open doctor-patient community, nor are they private communities maintained by doctors for their elderly patients. There should be more iterations in the future. I personally think that the community is a very important quasi-medical service.

(6) Members

Well-known mobile medical platforms have already started membership services. There are both monthly memberships that reduce consultation costs and overall service packages for specialized diseases. WeDoctor and Haodaifu both have similar services.

2. Examples of Special Service Products of Medical Apps

Below we share with you the more distinctive products of each app.

1 WeDoctor- Health Group

Health Group is a product within the WeDoctor Health section. Each group is led by a doctor. Patients can browse the available groups in the channel and choose to join the ones they are interested in. They can also use QR codes to invite friends and relatives to join the group.

After joining the group, you can ask questions to the doctor and provide your medical information. The doctor will reply in his free time. Other group members can see the questions and the doctor's responses. However, the content that can be viewed is very limited. The photos posted by the patients and the private content in the doctor’s replies are completely hidden and cannot be seen. You have three chances to ask questions for free, after which you have to pay or you can give a tip.

So what is the function of this product? Is there any room for improvement? Let's think about and analyze it together.

This product is very consistent with everyone’s habit of chatting on mobile phones. Compared with paying for medical treatment each time, it is easier to ask questions in the group. You can also observe the question-and-answer process to eliminate tension. A user can join multiple groups and get multiple free consultation opportunities in disguise. Give patients the opportunity to compare and screen doctors based on their response speed. At present, this product mainly serves unfamiliar patients, making it easier for doctors to attract new patients. The disadvantage is that a lot of content is blocked, other patients have less sense of gain, and there is little they can do.

2 Youlai-Health Practice

The entire popular science section of Youlai is very distinctive. Among these apps, Youlai takes popular science content as its strategic direction. I strongly recommend you to take a look. Includes [First Aid Guide] [Examination Interpretation] [Indicator Knowledge] [Pregnancy Guidance] [Health Practice]. From the column settings, it can be seen that the content team is very attentive. They have explored the content needs of patients and divided them into very detailed sections for easy viewing and learning.

The health practice section provides operational demonstrations on disease treatment and health preservation, which are simulated by doctors and patients and recorded in the form of videos, pictures and texts. The material processing is very clear and beautiful. Including the content in the picture below, some of the content is about the treatment methods of some diseases, and some are introductions to some surgical procedures.

Please also think about what is the purpose of this product?

I really like Youlai’s popular science modules, because these modules no longer just introduce superficial content, but are very targeted. Compared with other apps, Youlai’s content is divided according to medical scenarios, which makes it very easy to find. I believe there is room for further segmentation of the scenarios. It can not only solve the information gap between doctors and patients and enrich patients' health knowledge, but also serve as an intermediate product between browsing and diagnosis and treatment, allowing patients to take many actions and provide a handle for operations.

3 Xiaohe-patient case

This is also a product that I like very much, it has a community flavor. Patients and doctors can post their personal experiences or medical records in the form of posts. The more detailed the post, the more likely it is to be selected as a featured post. Other patients can save the comments.

This product reflects Toutiao's style of being a content platform. It allows patients to see the experiences of fellow patients with the same disease without having to communicate with doctors one-on-one, and also learn some self-help treatment methods. And from doctors' posts, you can increase your professional knowledge of diagnosis and treatment plans.

Moreover, patients can earn a certain amount of income by posting, so the platform's revenue structure changes from patients paying and doctors charging fees to both patients and doctors charging fees. Of course, the cost of the platform also increases accordingly. Wouldn't it be more flexible if the income from posting could be used to offset consultation fees?

This product currently has no strong connection with diagnosis and treatment services, and only the doctor who posted the message has a consultation entrance. If the person posting the message is not a doctor, then there is no direct entry for consultation.

4 WeDoctor Member Services

Membership services can only be provided by mature mobile medical platforms, provided that there is a certain number of users who can be converted into members and that the platform has strong service capabilities and can form a group of paid service products. Only those who are not deeply involved in the industry can do it~

WeDoctor’s membership services are relatively comprehensive, including those based on special diseases, exploring diabetes, digital management of lung nodules, equipped with assessment services, specialized doctors, and health care services. There are also preferential services that reduce the cost of consultation and allow one person to open a card and the whole family to enjoy the benefits.

The above are the current service contents of the medical app, which are divided into six categories: registration - consultation - medication - popular science - community - membership.

Personal judgment: Medical apps are at a stage where registration and consultation are standard features, popular science is auxiliary, and they are exploring and expanding medical and patient communities and member services.

Below I will share my operational ideas for medical apps, which are based on my own work experience. They are purely original and everyone is welcome to think about them together.

Special note: Due to the complexity of medical scenarios, we have only summarized the most general framework here, and have not differentiated based on the type of disease, the patient's identity, the urgency of treatment, or the level of the doctor.

3. Operational ideas of medical apps

1. What is the main idea of ​​the operation, that is, the core goal?

The product form is only the result, the core goal of operation is the cause. If I were a medical app entrepreneur, what problem would I want to solve with this app? How do I make money?

Here, the core goal of medical app operation that I propose is to enhance the platform value and revenue by satisfying the core interests of both doctors and patients.

A doctor's core interest is to enhance the sense of happiness brought by his practice , including income, patients, and growth . Having income means that you can flexibly choose your practice hours through the platform and earn continuous income; having patients means having your own patient circle and the right to choose patients; having growth means being able to enhance your professional capabilities.

The core interests of patients are to improve the efficiency of disease prevention and treatment , including: treating diseases quickly and treating diseases well.

Some treatments mean that regardless of the type of disease and its severity, targeted services can be obtained on the platform, which requires the platform to have access to comprehensive doctors and medical resources. Quick treatment means obtaining diagnosis and treatment services in the shortest time, and the overall time effect is higher than the current offline treatment. A good treatment means that the disease can be cured or its symptoms can be alleviated as much as possible.

ps: I haven’t thought clearly about the medical costs myself. Because the current costs of medical services and medicines are unreasonable, if online platforms want to reduce medical costs, it may restrict the development of the industry. Of course, the medical burden must not be increased too much.

Finally, by satisfying the core interests of both doctors and patients, medical platforms gain competitive advantages, earn sustainable income, and make profits.

So how do we break down operational actions specifically? Based on my previous experience in Internet operations consulting and service product design, I propose an operational framework from a growth perspective. Of course, the operating framework can have multiple dimensions. There can also be a cost reduction and profit framework, as well as a diagnosis and treatment pathway framework based on the type of disease.

2 Growth Framework as a Basic Framework for Operational Planning

The growth framework refers to the growth process of patients and doctors, from not understanding the platform, to starting to use the platform, to starting to pay/earn income, and to continuing to pay/earn income. Operational work revolves around this growth process. The goal of operations is to increase the conversion rate of the growth funnel and the absolute value of each stage.

At each stage of growth, there must be supporting products, data statistics and operation teams. During the entire growth process, a user growth points and level system should be provided.

Let us explain them one by one below.

3 Patient Growth Framework

With patient growth points as the driving force, various levels of products and group services as the focus, and health consultants leading patient growth.

[Patient growth framework] is divided into four stages: attracting new customers - experience - payment - membership, as shown in the following table:

【Operational focus at each stage of the patient】

• Attract new customers: design appropriate traffic-generating content and activities; find traffic-generating channels; design traffic-generating strategies for doctors bringing in patients, patients bringing in patients, and unfamiliar patients.
• Experience: Design a variety of free trial products, monitor patients’ experience, and improve delivery quality. Get more information about the patient, guide the patient to join the group, and prepare for payment guidance.

Because each consultation is a typical post-test product that requires real money to be paid first, if the patient does not have a familiar offline doctor, he or she must first obtain enough information on the platform to dispel his or her concerns. I believe the foundation of patient operations is to focus on trust . Trust can be reflected in professionalism on the one hand, and on the other hand, it can be reflected in minimizing the cost to patients. In addition to free clinics and promotional activities, there are also free learning content and self-testing tools. These tools cost no money to patients, but do take time and effort.

• Payment: Based on patient segmentation, design reasonable and cost-effective diagnosis and treatment products, design payment incentives, and promote payment. Monitor the quality of diagnosis and treatment delivery and improve payment satisfaction. Provide paying patients with exclusive health consultants, handle customer complaints, and prepare for member conversion.

Diagnosis and treatment is a process and the problem cannot be solved in one or two times, which provides a lot of room for operations. The focus is to strengthen data monitoring, including the length of each communication, and the patient's sense of gain and satisfaction. Affordable satisfaction for all patients. What is the high frequency problem? How to follow up and provide solutions to high-frequency and typical problems.

• Members: Based on patient segmentation, design reasonable member service packages, monitor delivery quality, and improve payment satisfaction. Provide members with exclusive health consultants to provide good member services.

4 Doctors’ Growth Framework

With doctors' growth points as the driving force, practice auxiliary tools, training and reports as the focus, doctors' agents lead doctors to take root in the platform.

[Doctor's growth framework] is divided into four stages as shown in the following table: attract new customers -> output -> income -> position:

[Operational focus of doctors at each stage]

• Attract new customers: Guide doctors to understand the value of the Internet medical platform and encourage them to try it.
• Output: Production of professional training courses. Assign a dedicated doctor agent. Through communication, we can explore doctors’ potential and interests and match them with appropriate service products. Help doctors deliver services, monitor service process data, and produce feedback reports.

From the above services, it can be seen that doctors on the platform are not only able to see patients, but can also provide popular science content, live broadcasts, and Q&A. With the help of the content team, these contents can attract patient attention, enhance trust, and reduce communication costs. However, doctors have different adaptability to different forms of content, so the operations team should communicate fully to minimize doctors' service costs.

• Revenue: Analyze the doctor-patient interaction process. The content team and doctor agent team help doctors to carry out refined operations and increase revenue. Bring patients together for doctors through patient service tools.

This stage is to promote continuous output of doctors. When the output of doctors increases, service data will also increase. The operation team should prepare data reports, and it is best to make them into data products to facilitate doctors to compare their position with their peers and find service strengths and weaknesses. Help doctors find an income model that suits them. At the same time, as the number of patients served increases, it is necessary to design patient service tools to facilitate the establishment of long-term relationships between doctors and patients, and to provide patient portrait reports so that doctors can maintain their patient base.

For potential doctors, start building a medical team.

• Position: Continuous practice, solidify the content and frequency of doctors' services, optimize personal homepages, and improve personal brand promotion mechanisms. With the increase in the number of patients, the doctor service model has been solidified, the doctor brand has been designed in a targeted manner, and external network promotion has been carried out.

The above is the entire content of this article. I summarized the service content and featured products of medical apps and proposed a growth framework for patients and doctors. Welcome everyone to discuss and correct ~

Author: Full Moon Photo Lovely

Source: Full Moon Photos are cute