"One hand grasps the asset side, and grasps the health with one hand. When you get these two things, one person can't live without peace." As early as the end of 2013, Ma Mingzhe, chairman of Ping An Group, showed the importance of Ping An's layout in the medical and health field.
In order to make people unable to live without peace, Ma Mingzhe finally handed over the former Alibaba Vice President Wang Tao as the main player of Ping An's medical health. Wang Tao, who arrived at the end of 2013, not only served as chairman and CEO of Ping An Health Insurance, but also served as chairman of Ping An Health Internet Co., Ltd., which was also established in 2014.
As a veteran in the IT field and a newcomer to the health industry, Wang Tao has thought about the layout of Ping An in the field of medical health for more than a year. What is his understanding of Internet medical treatment? Recently, the author conducted an exclusive interview with Wang Tao in his office in Shanghai.
Talk about closed loop: doing shallow, only for a lifetime free
Since its launch in April this year, Ping An Doctor's App has exceeded 12 million registered users, and full-time professional doctors have more than 700 professional teams. The average daily online consultation volume has reached 70,000 times, equivalent to 3-5 first-tier cities. The sum of hospital outpatients.
At the same time as the self-built doctor team, “Ping An Good Doctor†also provides a one-stop solution for medical integration through cooperation with the drug network retail terminal. At the beginning of July, “Ping An Good Doctor†cooperated with Fahrenheit Pharmacy Co., Ltd. under Shanghai Pharmaceuticals, from drug consultation, drug payment to drug delivery, and Ping An hopes to complete it within 2 hours. During the year, the service also plans to promote pilot projects in seven cities including Beijing, Hangzhou, Nanjing, Guangzhou, Shenzhen, Shenyang and Tianjin.
In addition, the first domestic managed enterprise mid-care insurance product combined with health management services such as “Ping An Good Doctor†was also launched in early July.
What people see is the fact that Ping An has blossomed in the health field. Unconsciously, the layout of the vines behind it has become self-contained.
In the interview, Wang Tao used the e-commerce development history to compare Internet medical treatment. After all, that was the position he had fought and been familiar with. Wang Tao said that in the past, doing e-commerce, from information platform to trading platform to logistics, all matters related to user experience, all need to be valued and grasped.
This thinking also explains why Ping An wants to create a closed loop of O2O for health care. “Indulge in the simple light consultation process. If the user feels bad after going online to the hospital in the follow-up process, or feels bad when purchasing the medicine, the next time the user still can't settle on your platform.†Wang Tao believes that in the Internet medical treatment The last NO.1 in the field must be a company that can provide services in every aspect of health care, making it a closed loop.
Not only is it safe, but Dr. Chun Yu, who started from the “light consultationâ€, also understands that the “moat†of online consultation and consultation is definitely not safe. Zhang Rui, the founder of Chunyu, launched a new concept of “service-oriented medical e-commerceâ€, trying to break through from the impenetrable light consultation market and killing “medical and health-care e-commerce†that does not seem to be competitive. The Chunyu clinic is also being rolled out in an offline fashion.
In Wang Tao’s words: “If you do thin in this industry, it’s really hard to succeed. If you can do it for free for a lifetime, you can only have a business model if you are deep.â€
Said subsidy: you want people to pay attention to you, you must give some sweetness
It has invested heavily in subsidizing users to achieve user-level breakthroughs. This common Internet game has expanded from taxis and takeaways to mobile healthcare .
Beginning in June this year, users can participate in the 1 yuan drug-rushing activity on the "Ping An Good Doctor" APP. On the Qixi Festival, Ping An’s doctors have a “local tyrant†action of sending 54 gold bars. Earlier, Ali Health also subsidized users by means of “full deliveryâ€. The “high-yield, music-for-medical†activity recently launched by Baidu doctors provides two-way rewards for registered and certified doctors to invite their peers to settle in.
Wang Tao is not willing to disclose the amount of subsidies that Ping An’s doctors put in, but there have been reports in the media that exceeded half a billion. Wang Tao said that huge subsidies are also helpless, mainly to change user habits. "You have to let people pay attention to you, you must give some sweetness." However, Wang Tao said that Ping An will continue to invest, in order to at least give users the opportunity to conduct an experience. "I hope to give the user an impression that there are so many doctors and departments on the Internet that they can provide free services anytime, anywhere."
Of course, this kind of continuous subsidy may only be a relatively strong local government such as BAT and Ping An. Luo Ningzheng, general manager of Shenzhen Ningyuan Technology Co., Ltd. and founder of Medical Doctor 160, said that due to the particularity of the industry, Internet medical technology is very different from the current taxi app mode. It can't rely on the subsidies from the previous period to quickly determine the market and win the market. “The taxi market is a market-oriented market, but the medical market is not like this, and the capacity of this medical market is much larger than that of the taxi industry.†Luo Ningzheng said, “For example, the Drip taxi is 10 yuan. It may be free. But no company dares to let patients see the doctor free of charge, even if the subsidy is 4 yuan, but compared with 300 yuan a visit, it is also a cup of water." Medical service costs are huge, not relying on one or two companies in a short time It will be able to shake the whole market. "The market size is different. It is very easy to turn a small market. It is very difficult to turn a big market."
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