Why are doctors not willing to play mobile medicine with you? I understand it after reading it.
(Wenzhong Yulin, Laojiao doctor and Professor Xin are purely virtual. If there is similarity, it is purely a relationship.)
Last year, Yulin was swallowed up by pigs. These theories were flickering and set up a mobile medical company with their friends. Jianghu rumors doctors are the core of the medical industry , "the doctors have the world", so the Yulin team has developed an app for doctors' daily work, hoping to use the app to "fish" the doctor from the hospital system for patients. Provide more efficient and flexible medical services. Friends and investors around me said that this idea is good, and encourages Yulin to promote the product. Yulin dreamed that the product could become an “explosive modelâ€, so she initially focused on the online community and WeChat group to promote it. Later, she found that the effect was poor. The doctor was busy and did not use the Internet, so the Yulin team had to go to the hospital. Push it on.
I will have a heart to the moon, and I will see the moonlight ditches.
After Yulin ran the hospital, he discovered that medical representatives have begun to withdraw from the historical stage. Mobile medical promotion representatives have become the most active people in the hospital, and enthusiastically sell various apps to doctors. There are cases in the doctor community for case discussions, aiming at the needs of doctors to improve their technical level; helping doctors to form their own patient groups and communicating with doctors and patients, aiming at the need for doctors to build brands and obtain additional income. There are also needs for doctors' social, continuing education, scientific research management, and even the medical version of Mo Mo! It’s really exhausting and thinking.
Yulin enthusiastically introduces his well-developed App to doctors, which can help doctors do a lot of things, and it is still free for life! I know that most doctors look at the passionate Yulin only a few reactions: "I am very busy, please leave." "I have received a few of you today, and I can't stand it." What is even more cruel is indifference, no matter what, always when the forest is air.
As a last resort, Yulin began to make big moves and sent various gifts to stimulate doctor registration, including phone cards, insulated cups, neck pillows, Internet traffic, slippers, business cards, etc. At least the registration amount began to increase after the gift was delivered, but Uninstall soon after registration. These rounds of activities have made Yulin full of depression, and the original word-of-mouth communication and viral marketing effects have long dared to think again.
Yulin team internal resumption, summed up experience: doctors are within the institutional system, lack of sensitivity to new things; most doctors and patients are not mainstream users of the Internet, habits need to cultivate the process; medical underline attributes and Traditional medical habits lead to limited work that doctors can do through the Internet; doctors report that the App cannot access the hospital system, and there is no patient medical data; some hospitals have poor network conditions, and the App simply cannot use it. Yulin feels that these principles are correct, but he also feels the shortcomings. The taxi driver is not in a better state than the doctor before the taxi software is popular. With doubts, Yulin visited the doctor who had many years of clinical experience and opened the company.
Knowing me is my heart, I don’t know what I mean.
Daddy understood the confusion of Yulin and said: "I have filled in the pits that you have encountered. Although there are only more than 2 million users in this user group, the internal difference is very big. If you are from the doctor's hospital level, department The three dimensions of the ranks can be divided into multiple small groups (as shown in Figure 1). For example, a chief surgeon of a top-three hospital and a resident physician, two doctors in income, research, and continuing education. The difference in demand is very large. For example, long-term follow-up, the director is motivated to do, collect case data, and can apply for national research projects in the future, but this living director will certainly not do it himself; the young doctor is working, but daily There are so many jobs, and then pick up the work, isn’t it for yourself to find something for yourself?â€
After drinking a cup of tea, the old man went on to say, "In addition, your products are trying to be used by all professional doctors. However, the specific needs of various medical professions are also very different. The needs of ophthalmology and oncology are very different. If the users are facing The group is too subdivided, only a specialist, but also leads to fewer potential users, it is difficult to form a scale effect. You are a dilemma!"
↑ doctor group classification map
Yulin was splashed with two barrels of cold water, which was a bit unconvincing: "Then why American mobile medical products are used by so many doctors, and even willing to pay for it. Many mobile medical companies in the United States have good income and profits!"
The old man smiled and said: "This is going to talk about the huge difference between the Chinese and American doctors' incentive system (below). The income of American doctors is a typical high-floor salary and low commission. Similar to your programmers, the higher the professional level, the more experience. The richer salary, the higher the salary. For example, MD Anderson, the top cancer hospital in the United States I visited, the doctor’s starting salary is based on the median salary of the doctor provided by the American Medical Association. After that, his salary benchmark will rise to 75 percent of the national doctor's corresponding professional salary. American doctors average an annual salary of several hundred thousand dollars, good doctors are millions of dollars in annual income, and income is only 5%. The -10% ratio is tied to the hospital's income, and even the Mayo Clinic pay is completely independent of the hospital's income. So doctors can concentrate on their profession. You know, the medical industry is very special, in fact, the most important thing is prevention, not Treatment. If the motivation is wrong, isn't it encouraging over-medical?"
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