The Health Planning Commission bans mobile medical companies from surging or phoenix nirvana

Early this morning, I was screened by an article entitled "The doctors sent a notice to the doctors to work with the mobile medical company and will transfer them to the judiciary". Just take a look at the fact that the title is more dangerous. The main content is actually the "Notice of the Beijing Municipal Health Planning Commission on the clean-up work for medical personnel to make an appointment to register for improper benefits through commercial companies."

I will not introduce and extend the contents of the document. From the attitudes expressed by each person, there are sorrows and sorrows, and there are also grievances and worries. Some friends have sent me a WeChat question to ask if I will benefit from the consultation or have a medical treatment for the early medical service. The big impact, let me take care of it, in addition to complaining that there is no way out after visiting the doctor, most people think that this attack may be a disaster for mobile medical companies.

From the point of view of the battle, the first video of the "Northeast Women's Violent Traffickers" video started, BTV, CCTV1 firepower follow-up, to the Beijing Health Planning Commission to introduce "eight measures" to fight the number of traffickers and prohibit doctors manually add, promote The hospital is fully engaged in network appointment registration. Then, this document was released. The combination of punches is a punch, and most mobile medical platforms, including early medical registration, have begun to remove doctors plus service. This time it seems to be really moving.

The confidence and morale of mobile medical entrepreneurs have been hit hard, and investors have become cautious. It is estimated that some companies that have already determined investment or are preparing to finance will be affected, and the atmosphere is mixed with a strange and strange atmosphere.

So how much does it prohibit mobile medical companies from carrying out the doctor plus business on mobile medical care? Is it a disaster or a phoenix? Let's start with the status quo of domestic mobile medical care.

The past year has been a hot year for mobile medical care. Many mobile medical companies have received huge amounts of financing, not to mention micro-medicine, spring rain, good doctors, and four major kings of clove gardens. Almond doctor, apricot forest, V doctor, health Roads, medical associations, etc. also claimed to get tens of millions of dollars, optimistic about capital.

These mobile medical companies are basically divided into four categories: one is a registered consultation platform based on patient services, and the other is a doctor-based learning community and doctor tools that provide services for doctors. The third category is the doctor group, and the fourth category is the medical service platform that combines medical care and maintenance like e-diagnosis.

The latter three types of impacts are relatively small, and the first category of mobile medical platforms with patient services as the main influence has a greater impact. These platforms are either directly publicly added or semi-concealed or submitted for review. There is a plus service, the ultimate goal of Bi Jing users is to go to the hospital to see a doctor. In fact, at present, such mobile companies are almost impossible to make profits at present, and some even have little traffic. The plus business is one of the few businesses that can earn some traffic. When this business stops, do you want to die?

In fact, doing Internet medical care is not an inability to make money, nor is it a profit-free model. The Internet has already verified that as long as there is traffic, it will certainly make money. The main reason why these companies are not earning money is not because of the high morality of everyone. The reason is that there is neither user nor traffic except for the reputation. According to the 2015 mobile medical data report released by talkingdata, the installed mobile medical APP has not reached 1%, most of which is only about 0.1%.

In addition to Baidu, there are three companies that make a fortune in this industry: quickly ask doctors, seek medical advice, and 39 health nets. The business models of these three companies are basically the same, and they provide content through the middle page of question and answer class provided to Baidu. Then, through SEO and Shendian's flow of traffic to private hospitals to obtain income (quickly ask doctors day uv peak to reach about 20 million, the other two peaks also reached tens of millions, confirming that mobile medical traffic is still in Baidu, Baidu has more than 30% of its annual income from medical care. They only earned Baidu’s, but each year’s annual profits are hundreds of millions. People don’t send PR at all. Of course, this kind of thing is not suitable for loud noise. There is not much room for this business model storytelling based on the Baidu ecosystem.

The characteristics of medical low frequency sporadic, the best entry point in medical information is search. In addition to some hospital resources, each mobile medical company does not have a few ways to capture user needs and pain points through product methods. Users, including the openness of the medical market and the inertia of mobile medical companies that are too superstitious and dependent on resources, it is obviously ridiculous to talk about mobile medical care in the second half.

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