[Case] ​​How to promote mobile medical APP in an embarrassing situation!

1. Introduction

The high cost and difficulty of seeing a doctor have always been a prominent contradiction in Chinese society. Because of this shadow, the people are unwilling to worry and spend money, so things like "minor illnesses are delayed into major ones, and major illnesses lead to death" often happen.

The main reason is the unreasonable distribution of medical resources. With the continuous and rapid development of mobile Internet , various traditional industries have joined this big wave, and medical care is no exception. Currently, both pharmaceutical companies and Internet companies are actively developing the mobile medical APP industry.

According to media reports , by 2017, the scale of China's mobile medical market will increase to 12.53 billion yuan. It can be foreseen that mobile medical apps will gradually change all areas of the medical industry. So, what are the difficulties encountered in the current promotion of mobile medical apps , and what methods can be used to solve them? I hope this article can give you some inspiration.

2. The embarrassing situation of mobile medical APP promotion

1. Excessive commercial hype

In order to compete for the most advantageous position, vicious competition has occurred among them. This excessive hype has invisibly increased the operating costs of mobile medical health apps, and has created an invisible economic burden on consumers, mobile medical app companies and even the country.

2. Data Security and Privacy

The security here includes patients' electronic medical records, health records, consultation information, imaging data, etc. The current domestic reality is that there is no unified and complete standard. Once these data are leaked, it will have a devastating impact on the development of the mobile medical APP industry.

3. Convenient but not necessarily reliable

Services such as blood pressure and blood sugar monitoring, women's menstrual cycle monitoring, and temperature testing for women of childbearing age and children are essentially just light consultations and cannot fundamentally address medical needs. Through the Internet, doctors can often only learn about medical history and symptoms, while other aspects such as auxiliary examinations can still only be carried out in the hospital.

4. Lack of legal supervision system

The Food and Drug Administration, Health Supervision Bureau, Industry and Commerce Administration, and even the public security department can participate in all aspects of mobile medical APP supervision. This requires clarifying the responsibilities of each department, ensuring the rationality and orderliness of the responsibilities, improving the efficiency of the supervision mechanism, and avoiding overlap and contradictions in the responsibilities of the supervisory entities.

3. Mobile Medical APP Promotion Methods

Although the above briefly analyzes the embarrassing situations that may be encountered in current promotion, this does not mean that mobile medical APP cannot be developed. After all, mobile medical care is a global trend and has also set off a craze in China. The key to success is how to solve users' problems from the product itself, make the APP promotion plan detailed and accurately positioned, and take the post-operation industry into consideration.

When choosing online promotion methods, you can hardly avoid large companies such as Baidu and Tencent, because they control the vast majority of traffic entrances. At the same time, not all projects have a lot of funds to support online purchases, and not everyone with money is suitable for buying traffic. Therefore, more and more mobile medical apps are beginning to switch to offline promotion models.

4. Offline promotion for doctors

1. Direct face-to-face communication

Face-to-face communication is the most direct and effective way of promotion to this special group of people, hospital doctors. Demonstrate the functions and usage of the APP, analyze the benefits and advantages that the APP can bring to doctors, and continuously promote it to remove doctors' psychological defenses, thereby gaining the opportunity to directly download your own APP on the doctor's mobile phone and register on their behalf. This method may increase the number of users in a short period of time.

2. Academic and other related theme conferences

Promotion in the name of academics is more likely to be accepted by doctors. Many pharmaceutical companies have publicity and promotion needs in terms of clinical cases, clinical cases, data, etc. Pharmaceutical companies also need to organize briefings to promote new drugs after developing new drug products. Combining the two to form a certain business model is also a way.

3. Independently organize selection activities or press conferences

If you have enough confidence in your own APP products, you can adopt these two methods. No matter how fancy the publicity gimmick is, it will not be as effective as demonstrating the product's features to the public at a press conference. At the same time, each city has several key hospitals. Attracting the enthusiastic participation of these hospitals and holding offline selection activities such as "XX Good Doctor" will also be a huge boost to the brand and products. In the eyes of relevant people, this is not just a simple press conference or selection event, but also a distinctive way of promotion.

5. Offline promotion for users

1. Propaganda by official media or institutions

The power of traditional media cannot be ignored. Cooperation with local regular TV stations, radio stations, newspapers and other media will increase the awareness of the APP. Moreover, medical care has always been a key issue for the government. If mobile medical apps can work with government agencies to carry out preventive health care publicity, this will undoubtedly raise the promotion of app products to a higher level.

2. Free medical consultations or health seminars

The "Free Medical Treatment for Xuzhou People Returning Home from All Over the World" event organized by Xuzhou in the past two years is a good opportunity to take advantage of. Hire a few experts to give health lectures or provide free medical consultations, so that people can consult doctors without leaving home or going to the hospital. This theme of the event just fits the purpose of mobile medical care. Promoters assist and guide users to download and use the APP, which is both public welfare in nature and can achieve publicity and promotion effects.

3. Cooperation with insurance institutions

Commercial health insurance is health protection beyond basic medical care for residents, and insurance companies have a huge number of customers. Through APP management, mobile medical companies can effectively reduce the risk of chronic diseases and related complications among future users, and help insurance companies avoid this part of medical expenses. The cooperation between the two parties can also bring certain effects to the publicity and promotion of the APP.

6. Only by making good products can you usher in your own era

No matter how good or appropriate the promotion method is, it is just icing on the cake. Tracing back to the source, APP is a product, and products are made for users to use. This is just like any mobile phone product. If such a phone is really a good thing, how could users not like it?

As far as the current mobile medical APP market is concerned, the functions are not segmented enough. In order to gain a foothold, many APPs are forced to pile up a lot of functions that users may not need. In addition, the system is not perfect, which has caused confusion and blindness in the current promotion. However, mobile medical apps are still an area that can be further developed, because the medical market needs apps, doctors need apps for their work, and patients need apps for medical treatment. Since so many people need them, they are of course necessary.