At 19 o'clock in the evening, Ms. Lin suddenly downloaded a 5-year-old son and took the opportunity to give her children a prescription. She downloaded an online consultation app, which is a mobile medical software that can be consulted online 24 hours a day. Uploading the son's picture, communicating with the doctor about the son's symptoms online, the doctor gave the temporary prescription, and finally, Ms. Lin got the medicine the son took through the platform's "flash" service. Ms. Lin said that the app was downloaded at the beginning of the year. It was a question for mothers to consult about diabetes, but since it was not used often, it was uninstalled in order to save the memory space of the phone. This time the son was sick and re-downloaded at night.
There are many users who download and uninstall mobile medical apps like Ms. Lin. For a low-frequency application, according to data surveys of relevant organizations, users use mobile medical apps only once a year for 2-3 times. The reason is very simple. For these patients with mild illness, like Ms. Lin, the chance of occurrence in a year is very small, and for those with severe disease, the final treatment is still in the top three hospitals. Therefore, in the huge medical field, mobile medical care is still unable to enter the high wall of the hospital. At present, for investors to value, the startup company is racking its brains to think about how to retain users and how to make users continue to stick.
Lots of zombie users, zombie doctors
Is there a large number of users using the online mobile medical applications that are currently online for consultation and registration? According to the data of the number of single-day starts per app of China Mobile Medical in April-December 2015, the number of doctors and users in the top mobile medical apps is very high, zombie doctors and There are many zombie users.
In the early stage, some medical and medical startups obtained the resources of a group of doctors in the top three hospitals through local push and online rewards. Some doctors have at least 5 APPs on their mobile phones, but the user's highest rate of online consultation is applied. It was found that it is difficult to obtain online consultations from these experts or the chief doctors of the top three hospitals. More doctors from local or county hospitals answered online. What is illicit in the mobile medical industry is that the number of registered doctors on the platform can be hundreds of thousands or even millions, but these high-quality top three doctors never go online, and a large number of zombie doctors naturally form zombie users.
In addition to the usual online medical consultations, registration and other medical services, Ms. Lin found that the APP she downloaded has a step-by-step function, which can be directly converted into virtual currency through the accumulation of daily steps. "Online consultation is free for only 15 minutes. These virtual currencies can be used directly on this platform." Ms. Lin said that she likes this step-by-step function and will not uninstall it. In addition, this app also has a medical examination reservation function, the medical examination report can be directly uploaded to the platform, the online doctor will give results according to your medical report, and conduct a health diagnosis.
At present, in order to increase the user's stickiness, various functions have appeared on the mobile medical APP. "We have introduced some game applications." Second Health CEO Kong Fei introduced that through some simple games, such as building blocks, those hypertensive patients can take the initiative to measure blood pressure, allowing diabetic patients to actively monitor the day's sugar index and control In order to allow users to actively manage through game operations. It is reported that Second Health is a healthy business under the Hongtu Sanbao. Part of its team is the previous years of game operation and development. Second Health will launch different kinds of games for different patients.
But a mobile medical practitioner believes that games and other applications loaded in mobile healthcare are intended to stimulate user activity and stickiness, but it is difficult to continue to attract users from a single platform.
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