Internet medical care is the most difficult in all Internet + entrepreneurship: medical care is a serious and complicated behavior. It is not only difficult to jump off hospitals and doctors, but it is simply illegal. Medical care is not dominated by the market economy, and medical insurance and public hospitals are powerful. Lack of self-innovation motivation; illness is low-frequency behavior and difficult to predict in advance, patients are mostly middle-aged and elderly, and do not use the Internet, especially the habit of mobile Internet.
So no matter how many companies announced their entry into mobile health care , or how many companies are announcing the financing of X million or the value of X billion, it is still US dollars; or known as X million doctors or X million users. The real situation is basically to pay the money to buy users, even the shadow of making money has not been seen, there are at least a lot of users in other industries without income, mobile medical for a few months, I found that how much more is lost here, the user is active in the week. There are not a few 5%. Shouted for a long time, medical insurance, business insurance has not paid for it; hospitals and doctors not only use less, but also laughed at it in addition to registration and illness can still dry up; even patients do not pay much, dozens of diabetes APP real Users who add a piece can not reach 5% of diabetic patients. ,
Since we have chosen the path of mobile medical care, we can't just say that "medical care does not move" or mobile medical care has no future. Mobile healthcare is in full swing around the world. In China, where medical costs are high, the population is aging, and medical resources are extremely uneven, it is undoubtedly necessary to reduce costs, improve efficiency and experience through the mobile Internet. How to connect a beautiful future and cruel reality? This requires startups to be very strong in product design, business model and operations management in order to take root in a conservative and closed medical system. After talking about dozens of founder investors and watching nearly a hundred projects, I want to talk about how mobile medical technology can get out of the quagmire before the outside environment breaks through from a practical perspective.
Of all the problems with mobile healthcare, the first must be user needs. Many projects have been painfully entangled after going online. It is not that the opponent is too strong or the operation is weak. The root cause is that the user's needs are not caught. Products and business models designed around pseudo-demand, regardless of financing, operations, and technology, are hard to come by. To know that now is the era of APP excess, the market will not give you time to slowly try and correct, correct the error, the product can not be opened for the first time to let the user's heart, the second time to open the difficulty is much greater, there is no third open The opportunity!
Entrepreneurs are all talented, how can someone see fake demand? Entrepreneurship must grasp the pain points of users is a common sense, but the pain points of high frequency and real demand in the medical field are too little, or the current technology can not meet. Some entrepreneurs do not have actual combat experience, overestimate the interests of the users of the products or even simply use the fictional product application scenarios, mistakenly consider wishful thinking as your feelings and wishes; some people underestimate the cost and difficulty of online visitors and guests. I want to make a bilateral platform and take advantage of it. The people in front are still working hard, and some people are purely in order to circle money, fictional new user needs to differentiate from existing products, in fact, this demand he does not believe, this has a variety of pseudo-demand Real needs come to the market.
What is the difference between the authenticity requirements? True demand is commonly called pain point (strong demand), which is the need to allow enough users to change their habits and use or purchase your products frequently. It is also a strong demand. Pseudo-demand is either unable to find enough users, or users are reluctant to use or pay for it frequently, commonly known as itch (weak demand) or painless (no demand).
Pseudo-demand is not the user's needs, it is just not enough to support a business model. The authenticity of demand depends on which group of people, the pseudo-demand of some people may be the real needs of another group; and depending on the time, the pseudo-demand of the time may also evolve into the real demand of the future. Take the familiar taxi app as an example. It is a real demand in a second-tier city. In the fourth- and fifth-tier cities, it may be a pseudo-demand. Three years ago, everyone used to raise their hands to recruit cars. Now many people prefer mobile apps. car. In the medical industry , the real demand of most patients may be to relieve the pain or spend less money to cure the disease as soon as possible. The medical experience or good or bad may only be the real needs of a few people; the real demand of most doctors may be to increase income and let Work is easy and smooth, and research or active follow-up is only a real need of a few doctors.
Can you quickly distinguish between authenticity and demand? Unfortunately, the user's demand is not like the RMB can be tested with a money detector. There is no obvious boundary or standard between the authenticity and the demand. Unless the demand is too false, most of them have to wait until the product is operated. The traditional user research does not help to identify the authenticity, because:
â— Users often can't say or just take the surface demand to replace the deep inner needs. For example, he tells you that the demand is a ladder. Maybe his real needs are on the second floor.
â— The user does not want to express real needs. For example, he said that he went to CHINAJOY because he likes anime. In fact, he just wants to see beautiful women.
â— Some users keep saying that this is his strong demand, but when people really want to pay the bill, they will disappear. Otherwise, the needs of a small group can not be scaled. For example, he wants a teacher nearby to teach English at any time. When the need to pay a lot of money for this, the demand disappeared.
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