Since 2014, the mobile medical field has developed very hotly. According to "China Mobile Medical Health Market Monitoring Report for the First Quarter of 2016", which was exclusively launched by iiMediaResearch, China Mobile's healthcare market will reach 18.43 billion by 2018. In the huge market potential, mobile medical apps have sprung up in the past two years, and they have accelerated the layout of tens of billions of big cakes.

However, there are pain points and bottlenecks behind the hot industry. Due to the serious market homogenization, mobile medical APP utilization and user frequency are relatively low under the premise of huge mobile medical market demand and increasing user scale. Although the disease itself is a low frequency sporadic event, it also exposes the general predicament faced by the development of China's mobile medical APP market.

Some insiders pointed out that improving product user stickiness is an important factor for the sustainable development of mobile medical APP. Among the many apps, Ping An’s O2O health care service platform, Ping An Good Doctor, is a typical example. It is understood that Ping An, a doctor who was officially launched in April 2015, has reached 80 million registered users and nearly 250,000 daily consultations. It has become the first entry point for online health care in China. Then, as a rising star in the mobile medical industry , how does the security of the products of Ping An's doctors maintain and achieve sustained breakthroughs?

Lock the doctor: full-time employment to create a mobile medical heavy asset model

As we all know, before the admission of a safe doctor, the doctor resources of the domestic mobile medical APP are mainly part-time. As a result, the viscosity of the doctor's use of the APP will be reduced. According to the survey data, doctors use mobile medical apps on average less than 15 minutes a day, and only 12% of the time is for patient management. The primary problem to be solved by mobile medical apps is to alleviate people's "difficulty in seeing a doctor" problem. Obviously, it is difficult to meet the needs of users.

As a latecomer, Ping An’s doctors are well versed in the way that “the doctors get the world”. According to Wang Tao, chairman and CEO of Ping An Health Internet Co., Ltd. and founder of Ping An Good Doctor, the core resource of the medical and health service system is doctors, which determines that the medical conference is a relatively heavy industry. Based on the strong background advantage of Ping An Group, under the leadership of Wang Tao, Ping An Good Doctor has created an era of mobile medical heavy asset model. At the beginning of the line, Ping An’s doctor took the strategy of “medical” as the core entrance, hired 1,000 doctors on a full-time basis, and built a team of family doctors and specialists who formed a platform for safe and healthy doctors, covering pediatrics, gynecology, internal medicine, and surgery. Waiting for more than a dozen departments, and the targets are from doctors who have worked in the top three hospitals for more than seven years. While stabilizing the resources of doctors, this has enabled Ping An Good Doctor to successfully establish industry standards in the field of online health consultation.

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