What do you most want to change on the Internet? I believe that "medicine" must be one of the most anticipated. The Internet giant BAT, which is regarded as the vane by everyone, has also experienced a lot of troubles since the launch of its own medical care. What experience can we gain from the failure experience of these pioneers?
Baidu: With search as the entrance, how to improve authority?
As everyone knows, Baidu is a search-based company, so almost every industry has launched an unprecedented spark through the small search box and the Internet. Medical treatment is no exception. Under the influence of Baidu, the information about medical treatment is flying all over the sky. The sensitive industry of medical care has been seriously challenged by the influence of the Internet. Therefore, for Baidu, the first priority is to change the unprofessionality of medical information .
The “Putian Hospital†that had been raging in the past time has made Baidu suffer. It has always focused on Internet marketing and ground promotion. It has tasted the sweetness of Baidu’s bidding rankings, but also buried hidden dangers, single channel, neglecting connotation. The reputation is not good, the cost of bidding promotion is getting higher and higher, and the Puzhong will have to pay the price.
In fact, it is not only patients who are victims, but also those who want to do or are doing regular medical care. Baidu has also been questioned and accused.
Baidu's current relatively complete O2O products such as Baidu Health, Baidu Doctor, Beijing Health and Transportation, etc. basically provide services around “ask a doctorâ€, “see a doctor†and “review a doctorâ€. It is not difficult to see that this is based on the characteristics of Baidu’s own information search. However, it is only a matter of how to establish the image of "reliable and authentic information" in the hearts of patients and consumers. I am afraid that it will not happen overnight.
Ali: Burning money, paying... The taxi software can still eat in the medical field?
At the end of May, Ali Health released a performance report with significant losses for the year ended March 31, 2015, which caused widespread concern in the market. Even the medical e-commerce plan launched by Ali Health has been “shelvedâ€. How does Ali health hit the rocks?
Ali Health issued the "Profit Warning" at the end of May this year. It is expected that the Group's annual revenue will have a significant loss as of March 31, 2015. As for the main reason for the loss, Ali Health explained that because of the significant increase in staff costs, sales and marketing expenses in the fourth quarter of the financial year, and the company launched multiple projects and expanded new business areas, the intangible assets were written off. Losses and provision for bad debts are also the reasons for significant losses. The company expects that the major loss amount will be HK$34.6 million as of March 31, 2014, and the loss on March 31, 2015 will increase by approximately 200%. - In fact, it is not difficult to see that everyone does not understand that Ali's keen price war has been used in the medical field.
But the hidden danger is that when there is subsidy, the number of users rather than the quality gets attention, and when the subsidy disappears, even the users disappear. At the time of the launch of the Ali Health App, many people participated because of subsidies. However, in April of this year, Ali Health stopped subsidizing the purchase of medicines, and now there are fewer and fewer people using this product to buy medicines, "nearly no one has used it again."
Many people in the industry have said that from a practical point of view, medical institutions and doctors play an important role, but Ali has spent a lot of efforts on patients and pharmacies. This year, this model does not seem to be solved in the unresolved systemic problems. I am optimistic.
Tencent: What can a deep-rooted social gene bring?
Judging from the action of Tencent's layout of clove garden and registered net, its intention to enter the health field is strong: the clove garden must not be willing to talk online and enter the offline clinic. Registered nets are not willing to be tools or scalper scalpers, began to launch micro-medicine group.
WeChat Smart Hospital, launched in 2014, is based on “Public Number + WeChat Payment†and is combined with WeChat’s mobile e-commerce portal to optimize connectivity between doctors, hospitals, patients and medical devices . The whole process includes WeChat appointment registration, waiting reminder; WeChat navigation, effective guidance between the treatment room and laboratory; WeChat payment clinic fee, electronic report WeChat real-time delivery, medical advice after leaving the hospital.
There is also mobile QQ, you may find that there is an inconspicuous entrance: health, point in is health data such as lung capacity, drink a few glasses of water, weight, step and other data, based on social factors, you can interact with friends.
However, Tencent's actions seem to be unclear. It is hard to imagine whether it can be applied to doctor-patient interaction, and WeChat may become a connector for online and offline, but compared to the other two, Tencent seems to be still standing still.
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