Media reports in horse happiness

Selected from China Business News Weekly. Author: Wu Yang Ying Hui

Original title: Call my doctor

Lin Hu is a trauma doctor in Beijing Wangjing Hospital. On average, he sees more than 40 patients every day, and more than half of them make an awkward request: they need a phone number for post-diagnosis consultation.

"At work, I don't respect the patient in front of me when I answer the phone, and I don't respect the caller when I don't answer the phone." Lin Hu told China Business News.

He tried to communicate with patients by other means than telephone, such as setting up his own WeChat WeChat official account. However, because many background operations of the official WeChat account must be carried out on the computer, he can't use the fragmented time at work to reply to patients. Moreover, the design of WeChat official account is more suitable for pushing information in a wide range, and one-on-one communication is not convenient.

The troubles of Lin Hu and other doctors made the happy horse see an opportunity. 2065438+July 2004, founded "One Call Doctor", a social platform between patients and doctors.

After joining the doctor, the doctor will get a QR code business card. Every patient who has seen a doctor will be able to contact the doctor through scanning the QR code and WeChat, consult the doctor online at any time, and pay the corresponding consultation fee online. And doctors can use the doctor's App to manage patients in batches.

When I decided to resign from Wanda E-commerce, Happy Horse spent 1 month doing market research. Like many entrepreneurs, he also chose the internet field. He found that there are two main trends in this field: one is the combination with traditional industries, and the other is O2O. These two trends are essentially the same thing-using the Internet to change the backwardness and inefficiency of traditional industries. Among them, there are greater opportunities in the fields of education, finance and medical care. "These three industries have not carried out sufficient market-oriented reforms, which has curbed many market demands." Happy Horse told China Business News.

As the former brand marketing director of Baidu, Happy Horse has accumulated a lot of resources in the medical industry. Private hospitals have always been keen to use Baidu to search for competitive rankings for promotion, so Happy Horse has had contact with the leaders of many private hospitals. In China's medical field, their thinking is more market-oriented. After chatting with some of them, Happy Horse felt that post-diagnosis follow-up was a relatively blank market, but it was worth exploring.

Both doctors and patients have a strong need for post-diagnosis communication. For example, after surgery, sometimes the wound itches. If he goes to another doctor for treatment, the doctor is afraid to make a judgment easily because he doesn't know the specific situation of the operation. But if he can find a surgeon to ask, he can get a diagnosis quickly. Doctors are also willing to follow patients for a long time to test whether their treatment is effective. In the United States and other countries, follow-up after diagnosis is a task that doctors must complete.

In China, there is still a lack of suitable follow-up tools between doctors and patients. If the patient wants to see a doctor again, he can only go to the hospital and hang the number of the same doctor. However, many times, his demand is only to ask a few small questions that can be solved in a few minutes, but it may take a long time to queue up for registration.

This is a real market pain point that has not been effectively solved. However, when Ma really wanted to solve this problem, he encountered many problems.

With the help of the resources of former companies such as Baidu and Wanda, Happy Horse quickly established a technical and operation team with more than 10 people. He also needs to recruit two or three professional doctors to manage the needs of patients and other doctors on the platform. But he found that he couldn't find a doctor who was willing to come.

"Where do you Internet people know about medical care?" "Can I do surgery on my mobile phone?" This is a question that some doctors who come into contact with Happy Horse always ask when they hear the word "Internet". "In the beginning, we were invisible and looked down on each other between doctors and netizens." The horse said happily. He began to find some doctors who might be more interested in mobile medical care, and told them that using the Internet to transform medical care is not only to transform surgery, but also to change medical processes and inefficiencies and fill missing links, such as follow-up after diagnosis. Finally, three doctors were successfully persuaded by him to join a doctor.

After the team was formed, Ma began to develop products. He first interviewed hundreds of doctors and got a key message: although treatment is not an absolutely standardized process, the platform between doctors and patients should minimize low-level repetitive operations and reduce the communication cost between the two sides.

This has also become a major function of doctors. For example, if a patient has a viral cold, the doctor can label him as "viral cold" in the App. This label will intelligently mobilize the doctor's preset targeted reminder and push it to the patient: "Remember to take medicine tonight, drink plenty of water and go to bed early." "Your cold has reached the third day, so you don't need antipyretics." "Today is the seventh day, your cold should have recovered. Pay attention to the regular diet and exercise more. " Adding such a reminder is only the time for the doctor to add a label, and the patient gets a more intimate and personalized medical experience.

After three months of research and development, the first edition of Doctor Yihua was launched. Happy Ma found the dean of a well-known hospital and asked him to promote the use of all doctors in the hospital from top to bottom.

Although the dean showed interest in this free post-diagnosis follow-up App and promised to promote doctors to use it, Happy Horse once again underestimated the "difference" between the Internet industry and the medical industry.

Under the current medical system in our country, after the approval of the dean, it needs to be approved by the hospital medical office and information office. These two departments believe that it is not easy to determine an enterprise for this product and it needs public bidding. But there are more than a dozen companies coming to the bidding meeting, and each company gives a speech for 20 minutes. After the meeting, the hospital did not announce the bidding results. After several months, there was no news.

At the same time, Happy Horse also cooperated with some pharmaceutical companies and used their thousands of medical representatives to promote this app to doctors. He believes that these medical representatives have been in contact with doctors for a long time and have a large number, which should have a good promotion effect. However, due to "different ways of thinking", the result is still not satisfactory.

In the end, Happy Horse focused on its own push team. He recruited more than 30 full-time staff and nearly 100 part-time staff to conduct one-on-one door-to-door promotion in the doctor's free time. It was this stupid method that worked. After two months of ground promotion, the number of doctors who use the No.1 doctor in Beijing has exceeded 1 10,000.

The online consultation fee is divided into 49 yuan, 69 yuan and 99 yuan according to the doctor's suggestion, and the consultation fee is completely owned by the doctor himself. "We just want doctors to charge, and it is a high fee. At present, in domestic hospitals, the registration fee for attending doctors is 5 yuan, but doctors can only get 1 yuan. This is a disrespect for the work of doctors, so doctors should make money in medicine. " The horse said happily. In fact, many doctors choose to customize lower prices or even waive consultation fees to better maintain the relationship with patients. For example, Lin Hu has always adopted a liberal approach.

Dr. Hu Yi did not disclose the specific number of users, and the number of doctors in Beijing has reached tens of thousands. Lin Hu said that every month, the number of his patients on the platform will increase by at least 400 to 500.

2065438+In May 2005, Dr. Hu Yi received a series A financing of100000 USD (about RMB 62.07 million) led by Huachuang Capital. When Ma Gang decided to start a business, he got several million yuan in angel financing. Since the Spring Festival this year, Dr. Hu Yi has been preparing for the expansion of other cities outside Xiang Jing.

Compared with making money, Happy Horse believes that it is more important for a doctor to make the market first and stick to users. After that, there will naturally be many profitable models. Previously, mobile medical care mostly focused on the pre-diagnosis market, but in fact, patients leaving the hospital is the beginning of rehabilitation, not the end.