Dingxiang Doctor Competitive Product Analysis Report

The Internet can “+” everything, and medical resources are no exception. This epidemic has allowed people to see the broad market prospects of Internet medical care. DingXiang Doctor , as a leader among them, excels in products, design, operations and other aspects.

1. Project Description

1.1 Competitive product analysis description

Explore the opportunities and challenges faced by Internet medical products under the global epidemic and overall health trends, and explore the future development direction of Internet mobile online medical products.

1.2 Product testing environment

2. Market Analysis

2.1 Industry Background Analysis

Figure 1 Internet medical market size (Source: iResearch)

In 2020, the scale of my country's Internet + medical market is expected to reach 40.89 billion yuan, a year-on-year increase of 50.5%. Among them, the Internet health insurance market accounts for the largest proportion, reaching 28.8%, followed by the medical e-commerce market. With the marketization of the national medical system, changes in residents' medical habits, and support from 5G and big data, the five major market sizes of Internet + healthcare will continue to grow.

Figure 2 Development stages of Internet healthcare (Source: iResearch)

Since the continuous advancement of Internet technology, telemedicine has gradually become Internet-based, and Internet medicine has continued to make new progress. Since 2012, it has entered the initial bridge stage. Since 2015, with the popularization of mobile Internet, online outpatient clinic stage. It is only in the past year that Internet medical care has begun to focus on health management throughout the life cycle.

Analysis: As can be seen from the above figure, 2020 is a period of rapid development of Internet medical care. In 2020, affected by the global new coronavirus epidemic, people's lives were disrupted, hospitals were overcrowded, and communities were under closed management. Online Internet medical care has become people's only choice. During the epidemic, new industry regulatory policies were introduced, which significantly relaxed restrictions on Internet + medical care and opened up many key links such as medical insurance and payment. Under the new circumstances, the Internet + medical industry will wipe out the previous downturn and usher in a new round of exploration.

2.2 Industry Macro Environment Analysis (PEST)

2.2.1 Policy

Figure 3 Important policies on Internet medical care (Source: iResearch)

In the 2019 Government Work Report, Internet + Healthcare has been proposed as the foundation and important link of the telemedicine service system and tiered diagnosis and treatment. The outbreak of the new coronavirus pandemic in 2020 prompted the country to speed up the introduction of favorable policies. This problem will soon be solved as the country introduced policies to open up key links in medical insurance payment in early March. The epidemic has played an important role in promoting the development of the industry.

2.2.2 Economy

Figure 4 Internet medical financing situation (Source: iResearch)

According to the Internet + medical investment and financing situation, the investment and financing amount of the entire industry reached its peak in 2018, but then began to decline. From the perspective of the big health industry, compared with offline medical care and other medical services, Internet medical care has been paid attention to by investors since 2018.

2.2.3 Society

Figure 5 Internet medical insurance situation (Source: iResearch)

As can be seen from Figure 5, since 2015, the scale of national medical insurance payments has gradually expanded, and the scale of commercial insurance payments has also continued to expand, and both show a trend of gradual growth. National medical insurance and commercial health insurance are the two basic medical insurance methods under my country's current social security system. At present, long-term care insurance is in the pilot stage of small steps and fast progress. In May 2020, the National Healthcare Security Administration launched the "Guiding Opinions on Expanding the Pilot Program of the Long-term Care Insurance System (Draft for Comments)".

2.2.4 Technology

Figure 6 Trends in the Internet Medical Industry (Source: iResearch)

Internet medical post-diagnosis technology is divided into three parts. The first is the regional cooperation part, technology standardization, solving security problems, and the decision-making management stage first uses big data to make strategic management decisions. Use AI technology to assist machine operation. The assisted clinical decision-making stage will be managed in a closed loop in the medical industry. The application foundation supporting the hospital end includes information systems such as HIS, NIS, RIS, PACS, etc. Relying on the hospital management system, imaging system, and out-of-hospital Internet medical platform, it collects, stores, processes, retrieves, and communicates user medical and nursing information, thereby reducing the probability of medical and nursing errors and increasing the economic benefits of the hospital and the platform on the basis of improving medical and nursing capabilities.

Analysis: In recent years, the development of Internet medical care has shown a gradual growth trend. With the development of the national economy and the government's attention to medical and health care, my country's health system has been continuously improved.

Policy aspect: The 2020 epidemic black swan event has promoted the development of Internet medical care. Affected by the epidemic, the system of Internet medical care has also become more perfect. The government has successively issued documents such as "Opinions of the General Office of the State Council on Promoting the Development of "Internet + Medical Health", "Internet Hospital Management Measures (Trial)" and "Telemedicine Service Management Rules (Trial)", which play a vital role in the development of Internet medical care.

Economically: As my country's per capita income level rises and people's demand for health increases, the financing of Internet medical care is also growing year by year, thanks to the development of medical e-commerce. This indicates that Internet medical care is currently in a stage of vigorous development.

Social aspect: From the analysis of Figure 5, it can be concluded that the growth of medical insurance is higher than the payment amount of commercial health insurance. The reason is that medical insurance, as the main means of protection and payer, plays a key role in promoting the development of social security. Currently, the main contents of medical insurance include basic medical insurance for urban residents, new rural cooperative medical care, basic medical insurance for urban employees, and the long-term care insurance that is currently being piloted. At the same time, with the arrival of population aging, population problems are becoming more and more acute.

Technology: With the rapid development of the Internet, the size of my country's Internet users continues to increase, and the Internet penetration rate is also rising year by year. With the advent of 5G, artificial intelligence and big data, Internet medical care will undergo major changes. Internet medical care will be carried out in the form of electronic medical records, remote consultations, etc. In the future, Internet medical post-diagnosis technology will be more integrated with AI big data models to establish a standardized application platform and data interface that can connect the entire industry chain including hospitals, pharmacies, insurance companies, physical examination institutions, etc., and use this as a basis to better assist the implementation of clinical and management decisions.

3. Business Model

Figure 7 Internet medical business model (Source: iResearch)

3.1 Online consultation mode

Doctors and patients are connected through user terminal applications, and modules for rapid consultation and finding experts are set up. Relevant fees are charged to patients through the online consultation model. For example, Alibaba's Internet medical Yilu platform has opened different modules for online consultation. Consultations can be conducted through homepage search. Rapid consultation is also available, which is online 24 hours a day, 7 days a week. In addition, there is a module for finding experts, which is classified by department and disease to meet the different needs of patients.

3.2 Models of wearable medical devices

Wearable medical devices refer to portable medical or health electronic devices that can be worn directly on the body and can sense, record, analyze, regulate, intervene, and even treat diseases or maintain health status with software support. The biggest profit opportunity in the wearable mobile medical field does not lie in the sales of hardware products, but in increasing user stickiness through hardware and in innovating business models by deeply tapping into the "big data" accumulated through hardware.

Wearable devices such as Xiaomi wristband:

Price: ranging from 100 to 300. First, the device is sold and the user is charged. The Xiaomi bracelet can perform the following functions 24 hours a day: sleep monitoring, 24-hour sleep monitoring, and a new female health record of the female menstrual cycle. At the same time, the system collects user-related data from mobile phones and charges scientific research institutions. Provide personalized remote services and charge users. In addition, based on the relevant data of the bracelet, more accurate advertising can be provided to users and charged to companies.

3.3 Business model explained in the report

Cooperate with hospitals to recommend the nearest physical examination hospital to users, support one-click report download function after the physical examination is completed, and provide professional report interpretation function, which is divided into free and paid types. The charge is 20 yuan per time. One-click interpretation charges users a fee, displays report analysis, and provides solutions to related problems to help users improve their physical fitness.

3.4 Business Model of Purchasing Medicines in Malls

The Internet medical e-commerce platform integrates traditional offline pharmacies and provides online purchase of prescription drugs. Patients can purchase prescription drugs directly on the medical e-commerce platform, saving patients time and effort. Taking JD.com as an example, while providing medicines, it can also conduct quality certification on medicines purchased online to ensure that patients buy genuine medicines.

3.5 Business model with favorable prices

In order to attract users, the platform e-commerce will give coupons to new users when they register, and buy medicine and have it delivered to their door for free within one hour. At the same time, in order to improve user retention rate, the platform launches full-discount activities to improve user retention rate.

Analysis: The business models of Internet medical care are diverse. The first and most basic thing is to provide consultation services to users. Like offline hospitals, it is divided into different departments for online consultation. The consultation can be divided into text and picture consultation and telephone consultation, and the charges for different methods are different.

The second is wearable medical devices, which are now very common. Huawei’s latest smart watch, priced at 2,688, supports electrocardiogram detection and is a professional outdoor sports equipment. Xiaomi's smart bracelet costs 159 and supports 11 sports modes including skipping and yoga. It provides women with menstrual cycle records and reminders, real-time heart rate monitoring, early warning function, and professional sleep monitoring. Apple's watch, which costs between $1,500 and $3,000, can measure blood oxygen levels through innovative sensors and apps; it can keep an eye on your heart health; and it can also see various fitness data at a glance on the optimized all-weather retina screen. As well as smart vests, glasses and other equipment to provide services to users.

In addition, there is a business model for interpreting reports, which supports one-click interpretation and scientific analysis. There are also the medical data + community e-commerce model and the Internet medical + insurance model. As technology continues to advance, future business models will gradually increase.

4. User Analysis

4.1 User Tags

Figure 8 User portrait (Source: iResearch)

As can be seen from the above figure, the age of Internet medical users is mainly under 35 years old, and women, as the main responsible persons for family health, account for a larger proportion. Young people are the main force, and the higher their education level, the more willing they are to experience Internet medical products. Such users pay more attention to the quality of life, want to get high-quality products, pay more attention to their own health, purchase medical insurance, new smart hardware and health products, and focus on health care.

4.2 User Conduct

Figure 9 Internet medical user behavior (Source: iResearch)

Internet hospitals continue to grow rapidly, and the epidemic has further promoted the scale of Internet hospitals, achieving a growth rate of nearly 6 times compared with the pre-epidemic period. Compared with usual online medical consumption, the previously unappreciated family health indicator monitoring has jumped to the third most popular Internet + medical function during the epidemic; the sports health consultation function has also been increased by one priority; the appointment registration rate during the epidemic is significantly lower than usual. These all reflect that during the epidemic, in order to avoid going to small crowded areas such as hospitals and gyms, more and more people are trying the Internet + medical online medical consultation model or consumption model.

4.3 User Groups

• user
• doctor
• reader
• editor
• Pharmaceutical companies
• Hospital

4.4 User Usage Scenarios

Analysis: The epidemic has prompted users to further change their medical consumption habits, from offline to online modes. At the same time, online medical care also meets the needs of different users.

First of all, patients can see a doctor without leaving their homes. During the patient's menstrual period, the platform fundamentally solves the user's pain points and saves patients the headache of going to the hospital to register, queue up, and get medicine.

At the same time, it also brings benefits to doctors. Doctors can make good use of their time, increase their experience, improve their abilities, and solve the problem of disparity between doctors' income and efforts.

For readers, Dingxiang Doctor popularizes knowledge and relieves users' anxiety. Due to the impact of the epidemic, the demand for health knowledge has increased, and Dingxiang Doctor has met the safety needs of users.

For editors, Dingxiang Doctor absorbs employment and provides them with a job opportunity. Internet medical care solves users' pain points from different aspects.

For pharmaceutical companies, they can use the platform for publicity. At the same time, a large number of pharmaceutical company cooperation has also become an advantage for Dingxiang Doctor. The country's medical reform measures are gradually being implemented, and medical reform is entering the deep water zone. The medical representatives' gold-bearing sales model can no longer continue. The OCT drug market is highly competitive, and the depth of patients' cognition of certain categories of drugs affects market share.

For hospitals, Dingxiang Doctor solves the contradiction of distrust between doctors and patients, systematically and scientifically improves patient satisfaction and hospital brand exposure, and uses the platform to accurately guide patients, which is also a mutually beneficial process.

5. Product Analysis

5.1 Strategic Level

Summary: By analyzing and comparing the strategic aspects of Dingxiang Doctor, Yilu and Ping An Medical Home, the strategic layouts of Ping An Medical Home and Yilu seem to be similar. Both Ping An Medical Home and Yilu mean that they will develop in all directions and in multiple fields in the medical field.

In terms of market positioning, Ping An Medical Home is an online medical service platform, and Yilu is a pharmaceutical e-commerce platform.

From the perspective of business model, there seems to be not much difference between the two, but it is worth noting that Yilu belongs to Alibaba and can quickly attract traffic, which is unmatched by Ping An Medical Home.

Dingxiang Doctor can absorb the advantages of both. First of all, Dingxiang Doctor can also support drug traceability to increase consumers' trust. At the same time, Dingxiang Doctor can also learn from Ping An Medical Home's 24-hour online doctor service and solve patients' concerns 24 hours a day.

5.2 Scope Layer

Summary: According to the function comparison list of Yilu and Ping An Medical Home, Ping An Medical Home has more comprehensive functions. First of all, it has the function of following doctors, which allows you to follow your favorite doctors and view relevant information released by doctors.

Secondly, Ping An Medical Home’s consultation function responds quickly, while Yilu is more professional. From a functional point of view, Yilu’s functions are simple, making it easy for users to find core functions and saving time for users. Dingxiang Doctor can learn from Yilu's interface layout for optimization. The page information distribution is concise and clean, giving users a very professional feeling, while combining the comprehensiveness of Ping An Medical Home.

In addition, Ping An Medical Home’s consultation function in the mall is more e-commerce and social, and has many complicated functions. Dingxiang Doctor should pay attention to avoid this situation.

Finally, Yilu is still in the development stage and its functions are not perfect. For example, it does not have a pregnancy manager and a health encyclopedia. These two points are the advantages of Dingxiang Doctor. Dingxiang Doctor should give full play to its advantages, find its own position in the Internet medical industry, and make differentiated products to attract users.

5.3 Structural Layer

Dingxiang Doctor functional structure diagram:

Figure 10 Functional structure diagram of Dingxiang Doctor

Ping An Medical Home functional structure diagram:

Figure 11 Ping An Medical Home Functional Structure

Functional structure diagram of Yilu:

Figure 12 Functional structure diagram of Yilu

Dingxiang Doctor: The core function is focused on health encyclopedia because Dingxiang Doctor is a medical platform developed by the Dingxiangyuan team, dedicated to providing users with reliable medical and health services and a medical science platform.

Yilu: The key functions are placed on the homepage, and the functions are concise and clear at a glance. The reason is that Yilu is still in the development stage and its functions are not yet perfect.

Ping An Medical Home: It has more complete functions and is also more social, because Ping An Medical Home is committed to building an Internet medical ecosystem. Satisfy user needs to the greatest extent possible.

Analysis: Dingxiang Doctor can improve its product structure based on the above functional structure diagram. At the same time, the functional interface should not be too many and should be professional to save user time. Allow users to quickly find functions and experience them. A good user experience can save users’ time, solve their pain points, and bring warmth to users.

5.4 Functional Analysis

5.4.1 Comparison of consultation processes

Doctor Clove:

Figure 13 Dingxiang Doctor Consultation Process

analyze:

Dingxiang Doctor displays doctors’ star ratings, which is helpful for users to provide feedback. At the same time, hospitals can also use the star ratings as a reference for rating doctors. During the consultation, the doctor uses voice to communicate with the user, which enhances the smoothness of communication and helps the patient better understand the doctor's meaning.

Compared with the other two Internet medical products, Dingxiang Doctor does not have a free consultation function and has not fully utilized this function to attract new users. The user can only ask the doctor twice when describing the problem at the same time, and there is no way to fully understand the treatment method of the disease, so the user's first experience is not good.

Medical Deer:

Figure 14: Medical consultation process

analyze:

When using Yilu, the homepage will display the doctor who was consulted last time, making it convenient for patients to enter for consultation again. During the consultation process, the time will be displayed, which helps users to manage the consultation time well. There are also consultation options, which are divided into text and picture consultation and telephone consultation, which is convenient for users to express their condition. Finally, a time countdown is displayed during the consultation process, and users can repeat the consultation and communicate with the doctor within the time.

However, during the consultation process, the process pages jump too much, wasting the user's time and reducing the user experience satisfaction.

Ping An Medical Family:

Figure 15 Ping An Medical Consultation Process

analyze:

Ping An Medical Home’s consultation function is convenient and fast, and the consultation process is automatically matched, saving users time and effort. At the same time, it automatically matches doctors for users, eliminating the trouble of choosing departments. The doctor's quick response mechanism increases the user experience satisfaction. It supports uploading interpretation reports, so doctors can review previous cases and give patients correct advice.

There is a possibility of machine responses during the consultation process, but robots do not have the professionalism and warmth of doctors. At the same time, there is no detailed information about the doctor, so it is impossible to fully understand the doctor's level.

Summary: 3 apps free consultation process

First of all, what is worth learning from Yilu is that the homepage will display the entrance to the doctors that have been consulted, making it convenient for users to enter again for consultation; the diverse choices of consultation methods are also more conducive to the patient's expression and the doctor's judgment of the condition. The consultation time is counted down in hours, and the ability to ask questions repeatedly helps improve the user experience.

Secondly, Ping An Medical Home’s automatic matching meets the needs of middle-aged and elderly users who like simple functions and simple operation process. At the same time, the automatic matching of Dingxiang Doctor is also worth learning from. The function of uploading interpretation reports is conducive to mutual benefit between doctors and patients.

What Dingxiang Doctor should pay attention to is the time it takes for doctors to reply to users, as some users’ illnesses may be urgent. At the same time, reduce the page process as much as possible. The more complicated it is, the higher the patient loss rate will be.

VI. Conclusion

6.1 SWOT Analysis

【S】Advantages:

Compared with Ping An and Yilu, Dingxiang Doctor has initially established its brand image. During the epidemic, the real-time reporting of the epidemic map increased Dingxiang Doctor's exposure. It gives users an authoritative, professional and honest image and has gained their trust. Compared with other medical apps on the market, Dingxiang Doctor has the support of professional doctors from multiple professional forums and websites such as Dingxiangyuan, Dingxiangtong and Dingxiang Talent Network. In the future, the battleground for Internet medical products will not only focus on the competition for users, but also on the competition for professional doctors and hospitals.

【W】Disadvantages:

Relying on the online Internet medical model cannot achieve a comprehensive diagnosis, and the video consultation function has not yet been developed, so doctors can only make conservative judgments. Compared with Yilu, it is not connected with the medical services of offline hospitals and pharmacies like Yilu, so it has not formed an integrated online and offline medical and health information service network. At the same time, as elderly users do not know how to use smartphones, a huge market has been lost.

[O] Opportunities:

Affected by the black swan event of the COVID-19 pandemic, Internet medical care has entered a stage of vigorous development. The difficulty and high cost of seeing a doctor offline and in traditional industries, as well as the uneven distribution of medical resources, have led to a bright future for the entire medical industry. At the same time, the development of Internet AI technology and the advent of the 5G era have provided reliability for Internet medical care. The aging population also brings opportunities for Internet medical care.

【T】Threat:

With competitive strength comparable to that of Ali Health and Ping An Good Doctor, there will be more and more competitors in the Internet medical field and the competition will become more intense. At the same time, due to the limitations of current equipment, or the inability of patients to correctly and comprehensively express their condition, doctors may make deviations in their judgments, resulting in potential conflicts between doctors and patients.

6.2 Summary

The Internet medical industry has ushered in a wave of dividends due to the impact of the epidemic. At the same time, the development of Internet medical care has also made significant contributions to the prevention and control of the epidemic. In general, the Internet medical industry still faces opportunities and challenges. As a platform for reporting epidemic data, Dingxiang Doctor occupies an important position in the Internet medical industry. However, the Internet medical industry faces huge competition. The development of Ping An Medical Home and Yilu has seized the market of Dingxiang Doctor. If Dingxiang Doctor wants to gain a firm foothold in the Internet medical industry, it must give full play to its own advantages and expertise, demonstrate its differentiation, and thus attract users.

Author: Peng Peng

Source: Peng Peng