Medical care is an industry that has long been subject to capital concerns because it is not only needed by everyone, but is also largely immune to economic fluctuations. The already very strong Chinese Internet industry will naturally not miss such a huge market, and various placeholder layouts have begun many years ago. Since 2014, this market has finally been activated by the role models of the US Silicon Valley, and the domestic giants have joined the battle.
Internet medical care is a too broad concept. To Xiaoli said that the Internet is used to seek medical advice. To Dali said that it can also include all health monitoring and management with new technology. This article selects the mobile APP that is directly related to the user's medical needs, and describes the medical layout of Internet companies such as Baidu, Ali, and Tencent from this battlefield that directly connects with users.
As shown in the above figure, there are a total of 7 Internet medical apps to be discussed in this article, namely, Baidu doctor of Baidu Department, Ali Health of Ali, Tenma and Clove doctors of Tencent, Ping An Doctor of Ping An Group, and temporary Dr. Chun Yu and the good doctor online without internet giant background.
As you can see from the list of product features, the number of features these companies choose to add to their own apps is very different. Ali Health is similar to "Universal Taobao" and tries to provide all services in the Internet medical field. In contrast, Baidu doctors and clove doctors have more than half the functional types of Ali health, but in fact the layout of the two is not weaker than Ali. In the new market where Internet medical care has not found a clear way out, I think that the more restrained companies in product function, the more they can explain the bottom of the situation. Apps that stack a variety of features are not necessarily what users really need, and they are probably just to make the company's executives feel more secure.
Baidu doctor: I am not afraid of holding the flow.
Observing the apps of different Internet companies is very interesting, and each product displays its own genes in various details. For example, if the APP is opened for the first time after the update, most of them will start a series of screens to introduce new functions. It does not care whether the user is willing to look at it. If you want to compare the APP function, it is this set of boot pictures that clearly shows the key features that different vendors want to promote.
The function of Baidu doctor is very simple, only one core function: registration. In addition, there is a very simple consultation function, you can click on a certain part of the human body, you can have a consultation plan for the relevant disease. For users with explicit registration requirements, such functionality is very poorly usable. It can be said that Baidu doctor is a registered APP.
If this is an app launched by other small companies, you can ignore it without hesitation. However, such a simple function puts Baidu in the overall layout of the health industry, it can only be said that Baidu's hand traffic is not flustered.
At the two sessions in 2015, the proposal of CPPCC National Committee member and Baidu CEO Li Yanhong was precisely to open the registration resources. Quality and efficiency".
As a hypothesis, if the content of Ali's Taobao Tmall platform is open to Baidu search, can Ali's income be so high now? All the products and evaluation information on the omnipotent Taobao can be directly presented in Baidu's search results. The user naturally has no motivation to search for the desired products in the Taobao search box. The merchants who open the store in Taobao Tmall will also promote the big ones. The fee is paid to Baidu.
Regardless of the specific connotation of Internet medical care, the best quality traffic for seeking medical advice is always in the hands of Baidu. As long as the user has the demand for medical advice, the first thing that comes to mind is "Baidu", Baidu can use these traffic to easily implement various business models. At present, these high-quality traffic has been bought by Putian. The medical services provided by Baidu are too bad. The price of Baidu is too high. Everyone needs a new traffic realization model.
From the platform information aggregation platform "Baidu Health" and the intelligent health equipment platform Baidu "Dulife", Baidu as long as it can maintain the status of the traffic center, you do not have to worry about other competitors to hollow out. What is strange is that Baidu's own products have a high degree of online coincidence with the good doctors who have been deeply cooperating as early as 2012. Perhaps it is easier for Baidu, which is holding the traffic magic weapon, to re-start from scratch.
So, will the Internet medical field create a traffic black hole like Taobao? At least from the current point of view, the possibility is very small, and the invincible Ali platform is difficult to replicate the second "universal Taobao" in the medical field.
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