|
|
In the past few years, the patient community has been an early developed segment of Internet medical care. In 2017, many new startups have emerged in the patient community; in the United States, the patient community has developed more maturely. From entry, sharing of medical records, to professional advice and service guidance, the entire process of diagnosis and treatment of similar cases can be found online.
Among them, in order to ensure that the content sent by patients is more authentic and the diagnosis is more reliable, many online patient communities in the United States provide AI-based content review mechanisms to associate patients with professional language, such as livongo, which has been acquired by Teladoc.
However, in China, the patient community has changed from a subdivision to a basic function, and even disappeared. Why? How can the patient community break the situation?
This article will deconstruct the monetization model of the patient community by disassembling the business logic of the patient community.
At the same time, it mainly answers two core questions:
Where are the problems in the patient community?
How to choose the most suitable path among multiple business models?
First, the lag effect is serious
According to the survey data, since 2010, most patients have used QQ groups and post bars to find patients with the same disease. Among them, the "hepatitis B" patient group has the highest MAU and has a huge base of topic traffic, making the "patient group" a huge The potential for monetization is to turn traffic into revenue by acquiring user stickiness, trust, and loyalty.
Baidu was the first to perceive this market. In the process of patient communication in Tieba, it not only generated a lot of medical treatment experience and daily life; at the same time, it also refined some professional experience and experience, so that more patients can see reliable Authoritative medical information.
Although Baidu Tieba has a large number of patients and users, its monetization ability has always been weak. Tieba, which has been in operation for many years, has tried advertising monetization, and the effect is mediocre. In a hurry, Baidu "selling it" incident occurred, which made Baidu notorious in the medical field.
In fact, from Baidu Tieba's point of view, the traffic operation-based model is indeed the core of the patient community, but the traffic operation methods are "fast", "precise" and "ruthless", and the biggest drawback of the patient community is the lag effect.
What is the hysteresis effect? Since there is a time lag in the process of product design from start to delivery and then to the successful verification of the shortest-path business model, a hysteresis effect of product closed-loop is formed.
For example, the lag effect of the patient community occurs in the traffic conversion after customer acquisition. It is necessary to establish enough trust and authority with users to benefit from it. The process of benefiting is long and requires 3 years or even 5 years.
In this long adjustment process, entrepreneurs often doubt whether their decisions are correct, so they constantly adjust their strategies, and finally lead to the failure of the entire project.
In the patient community project, the lag effect not only affects the decision-making and judgment of entrepreneurs, but also leads to the rupture of the entire capital chain; the realization channels of the patient community are very expensive, especially the channel connection cost, which is very difficult to obtain. If the profit is unknown, it will affect the access of the channel, which in turn affects the entire market.
Of course, in the face of C-side Internet entrepreneurship. If a suitable monetization path has not been found in 3 to 5 years, not only will entrepreneurs lose confidence, but also investors will be suspicious.
However, how do entrepreneurs tell the story during this time period? is a big problem.
It is because of the obvious lag effect of the monetization path that the patient community has changed from a segmented field to a basic function in many Internet medical applications.
For patient communities with serious lag effects, how to choose a smoother monetization path?
2. Business form and realization method
If we want to find a suitable path for Special Database monetization in the patient community, first of all we have to figure out what are the business models in the overall Internet environment and under the influence of policies? Then find the shortest monetization path from the business model.
Obviously, the positioning of the patient community is to connect patients with chronic diseases and sub-healthy people, so it is most reasonable to use MUA to measure the benefits. Then we can calculate the business form from the core traffic source.
At present, most patient community platforms are composed of two ends, covering the basic needs of learning, recording, sharing and consumption at all stages before, during and after diagnosis; therefore, the core business functions of the platform are mainly for chronic disease patients and sub-health patients. Crowd provides: three business models of Q&A, social content, and tools.
Among them, the question and answer business is divided into two channels, one is the question and answer mode between patients, and the other is the question and answer mode of patients to doctors. Obviously, the essence of these two modes is knowledge payment.
|
|
发表于 2022-8-10 17:56:16