For young people to start a business, a good entrepreneurial project is very important, a good entrepreneurial project can allow entrepreneurs to start a business impediments much less, more likely to succeed, want a good entrepreneurial project want to go through the entrepreneurial project idea, the following by me to share with you 2022 entrepreneurial project idea basic idea Daquan, I hope you like! Welcome to read!

Table of Contents

Entrepreneurial project conception of the basic idea

The establishment of an online medical platform

The device for the terminal extended to each user

Entrepreneurial project conception of the basic idea

Possible The first thing that comes to mind for many people is Ding Xiangyuan, as a medical professional forum with nearly 20 years of history, Ding Xiangyuan positions itself as China's leading connector in the medical field, with about 2 million registered doctors. According to 20_ data, there are about 11.74 million healthcare practitioners in China***, of which 3.39 million are practicing (assistant) doctors and 0.9 million are rural doctors. By comparing this number, we can find that Ding Xiangyuan attracts a large number of doctor resources. Doctors are the most core resources of the entire medical industry, and their importance goes without saying. But why has this platform with huge doctor resources still not become a good tool for patients to treat their illnesses and seek medical treatment after 20 years of development?

I think (and I speak only for myself) that the reason for this is that Clove Garden has positioned itself as a connector in the medical field, but the two sides that are connected are not the doctor and the patient, but the doctor and the doctor, and Clove Garden has become a peer-to-peer platform for communication and knowledge updating. When you click on the Clove Garden website, you will find that there are many pages, and the classification is very complicated. You can probably browse through the articles and find that a lot of them are about the exchange of medication skills between doctors, and they are full of jargons, which are hard to be recognized by the average user, which is probably why the average patient doesn't pay much attention to this platform (if you have any other opinions, please feel free to give me some advice).

In terms of knowledge-sharing platforms, I'm more inclined to Zhihu, which operates as a question-and-answer platform that ensures high-quality, professional answers, which is the reason why this community has been able to keep going, and the interface is so clean and tidy that it's a rare breath of fresh air in the age of ads. So I thought, is it possible to introduce the model of Zhihu into doctor-patient communication? This platform for both doctors and patients, the doctor can be encountered in real life health problems, sharing practical and useful recipes or for health management, psychological counseling advice, the patient browse interested in trying, if it is indeed very effective, we have introduced a set of feedback mechanism, the patient can be rewarded through the platform article creators (the original), the amount of this part of the income of the reward is proportionally divided into three parts The income from the reward amount is divided into three parts proportionally, one of which is paid to the doctor, the other part supports the platform operation, and the other part is put into the public welfare fund (special subsidies for difficult and complicated illnesses or patients with serious illnesses from poor families). On the other hand, patients can offer a bounty for questions of concern (anonymous, to protect personal privacy), answered by the doctor, recognized by the bounty answer can be awarded a bonus, this part of the bounty distribution purposes as above. The operation mechanism is not too novel, many posters, forums have been used. The core of the most is still to ensure the quality of the content, and at the same time through the public good to guide this slightly innovative form to guide the payment of knowledge. This will also involve a problem of advertising, after all, run in this way, it is difficult to support the platform to run down the profit, advertising can be introduced, my point of view is that, less than compelled to never introduce advertising, even if the last had to be introduced, but also through certain means to identify the advertisers to provide products or services of excellent quality and reasonable cost-effective, do not do any of the two, would rather the platform is closed!

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Build an online medical platform

The development of online medical development is not a short period of time, from 20_ years of searching for medicine, 20_ years of good doctor online, 20_ years of micro-medicine, 20_ years of spring rain doctor, and then 20_ years of Ping An good doctor. Online diagnosis experienced 20_-20_ years of capital boom period of blossoming, a hundred competing stage. However, in 20_, due to the difficulty of landing the business model, this once wind mouth is fading, the platforms have to offline infusion, but it is still difficult to make a profit. I think the main reason, with the Internet thinking to transform the medical system, which itself is a luxury. Dozens of companies have been exploring online diagnostics for several years, why there has been no significant development, the book "Reconstructing Big Health" summarizes the very good, to share with you, part of the excerpts are as follows:

1. low-frequency demand problem

The low-frequency attribute of medical demand is a problem that almost all entrepreneurs are able to realize, but at the same time almost all of them have been belittled. In fact, the low-frequency nature of healthcare demand is more serious than we think, and the low-frequency problem often has serious consequences that are difficult to bear for those who start businesses with apps.

In general, people do not get sick more than 12 times a year (data from the National Health Commission shows that the number of outpatient visits per capita is 6). So imagine how many of the few times a person gets sick in a year can be solved by an app? Obviously the first reaction is to go to the hospital, it is difficult to imagine that someone calmly take out the App to online consultation, and very familiar with common diseases such as colds and fevers, the usual practice is to go to the neighborhood drugstore to buy drugs to solve the problem. Excluding these two common situations, it is possible that the number of times to use the App to ask for medical advice may be less than one or two times; more serious is that, if the same problem is encountered again, the patient will usually be dealt with in accordance with the last time they were informed of the method, and will not open the App again, and this is still assuming that the patient recognizes the optimistic situation of Internet health care. App products that are opened at most once or twice a year are difficult to promote in the first place, and even more difficult to retain in the second place (any time you mistakenly delete or change your phone can lead to permanent loss of users).

In fact, low frequency brings even more far-reaching and serious consequences, is difficult to enter the user's mental cognition, and therefore brand awareness can not be talked about. Simply put, if you answer the question without prompting to the "5 best orthopedic hospitals in China", medical practitioners will be able to answer 2 to 3, and the general public will often not be able to answer, which means that a first-tier medical institutions, decades of accumulation and service, but not the formation of the user's active cognition. In contrast: can you name 5 well-known cosmetic brands? How about 5 restaurant brands? 10? Hardly any difficulty. This is the low-frequency demand of Internet medical needs brought about by the difficulty of mental cognition, resulting in the Internet medical platform is difficult to become a default option for the public to seek medical treatment, making user promotion and retention more difficult. Therefore, low-frequency demand is the most important reason why Internet healthcare has not been able to successfully build a business model (at least a 2C model).

2. Internet medical O2O can not go

Medical O2O (Online to Offline), in the development of Internet health care to 20_ years after gradually become a large volume of Internet medical enterprise standard. Spring Rain Doctor, Clove Garden, micro-medicine, Ping'an good doctor and other platforms have cooperated with offline hospitals or self-built clinics, these collective shouting "subversion of the traditional medical" slogan of the pure online Internet medical services enterprises, blocked after the conversion of strategic thinking, re-embrace the offline health care services, Spring Rain Doctor has even put forward a very radical expansion plan. The plan is to expand the medical services. The logic of medical 020 is that since pure online consultation cannot get a better diagnosis and answer, then channeling online users to offline self-owned or cooperative medical institutions sounds more logical and should be able to play a certain role in triage, however, the results are not ideal. Through the funnel model for medical O2O to do a calculation is not difficult to understand.

Suppose an Internet medical enterprise has 100 million registered users (can really reach 100 million registered users of the enterprise belongs to the absolute first echelon of the domestic Internet health care), if its carrier is the App, in the most optimistic way to estimate, its daily active users can reach about 100,000 (refers to the occurrence of the core behaviors, such as consultation). Generally speaking, users are likely to go to hospitals only within a relatively close range (within a 20-minute drive), which corresponds to a district for first-tier cities. Assuming that Internet medical users are mainly distributed in 10 large domestic cities (in reality, the distribution may be more dispersed), and each city has an average of 10 districts, so that every day 100,000 active users dispersed to a city only 10,000 people are left and further confined to a specific area (for example, a certain district of a city) it is very likely that only 1,000 people left.

Further divided from the disease dimension, assuming that the main diseases on the Internet health care platform is concentrated in five departments (in reality, it may be more dispersed), then for a particular specialty (eg, pediatrics or dermatology) and in the region of the daily active users is only 200 people. From the point of view of the success rate of online and offline conversion, usually not more than 0.1%, that is to say, such a large Internet medical platform with 100 million registered users, every day to the offline of a district of a specialty medical institutions into the patient no more than 0.2 (almost equivalent to a weekly patient), such efficiency is difficult to form a relatively close relationship of interest with the cooperation of the offline medical institutions, can not get Medical institutions do not attach importance to the user experience of patients offline is difficult to be guaranteed. At the same time, if the self-owned offline medical institutions, it is difficult to get enough patients from the online platform (50 patients per year from the line, according to the average price of 500 ~ 1,000 yuan to calculate, resulting in sales of 25,000 ~ 50,000 yuan, which can be described as a drop in the bucket).

3. The free strategy of online medical consultation is wrong

According to the general operation strategy of Internet products, the model of pre-free follow-up charges is usually established, so Internet medical startups have applied the strategy in the product form of online medical consultation. The pressure of competition has led the industry to promote free diagnostic services, but the end result is that the free model has caused irreversible damage to the overall image of Internet healthcare and the quality of service. Why is this the case?

First of all, the direct impact of free online medical services on the user side:

(1) Free of charge allows users to potentially distrust and doubt the quality of the online doctor's services

(2) Free of charge leads to a very low threshold for users to ask questions, so as to generate a large number of low-quality, meaningless questions (in platforms such as Dr. Chunyu, even a large number of questions that have nothing to do with medical care). questions that have nothing to do with medical care). Low-quality questions bring the most direct result is that the doctor answering the question does not feel respect, and offline doctor identity formed a strong psychological gap, which in turn affects the doctor's motivation to answer online, or simply refused to answer, over time, the real high-quality and high-level doctors will be a large number of loss, the bad money drives out the good money, and let the user once again reinforced the initial judgment - "online medical really unreliable". This in turn makes users re-enforce their initial judgment - "online medical care is really unreliable". Once such a negative reinforcement chain is formed, it will be difficult to establish a model that expects to "stick with users for free and then charge them later".

4. The Internet medical product dissemination is weak

The medical industry faces special challenges in terms of user dissemination will be weak, and the dissemination method is limited. Users in the medical industry emphasize privacy and keep their illnesses a secret, and even their closest relatives don't talk about them (more so for infectious diseases, malignant diseases, and diseases susceptible to prejudice). It's hard to imagine that a patient who has received good treatment will introduce medical services to others through WeChat or other effective means after he or she is cured. Considering that domestic social customs often politely avoid talking about illnesses, a good product or service in other areas is likely to generate "word-of-mouth", "viral", and "product-as-marketing".

A good product or service is likely to generate "word of mouth", "viral", and "product as marketing" in other areas, but healthcare services and products are more difficult.

On the other hand, seriousness is also a serious constraint on communication. While viral communication is common in entertainment (e.g., games, movies, TV shows, etc.) and fast-moving consumer goods, we seldom see medical services or products being communicated in a similar way, partly due to national policy constraints, and partly due to the fundamental survival of medical service products, which is trust. Trust". Professional image and serious expression can often bring a sense of trust, and this sense of trust is the most crucial factor for patients to make decisions. Entertaining medical advertisements not only do not increase users' decision-making preferences, but are often counterproductive. The seriousness of healthcare does make mass communication exceptionally difficult.

5. Rapid iteration is not applicable in the medical field

Internet thinking is "rapid iteration", the essence of which is to generate "feedback" through constant "trial and error". However, when the generation-sending mindset, which has been repeatedly verified in the Internet field, is applied to innovation in the healthcare field, it encounters a dilemma. The main reason for this is that the premise of "rapid delivery" is ignored: the cost of trial and error must be low. The low cost of trial and error here includes multiple meanings: the first is that the product or service itself is less expensive to produce; the second is that if a mistake is made, the cost of its consequences is lower; and the third is that compared to non-trial and error methods (such as user research or consulting studies for decision-making), the cost of trial and error methods to reach the right direction is low. Many aspects of the healthcare industry inherently do not support the above assumptions. In particular, if there is a mistake, the consequences of its impact often involve life safety, such a cost does not allow for rapid trial and error approach (there are still alternatives such as animal testing of drugs, but the Internet medical services can not start animal testing instead of human use). Not only medical, automobile manufacturing, industrial robotics industry also does not allow the rapid delivery of generation approach.

The huge cost of trial and error makes it difficult for practitioners to gain experience and feedback from rapid trial and error, and the evolutionary cycle of the entire product or service has to be prolonged, making it difficult to find the right direction even in the long term.

Maybe you're thinking that since so many companies have already tried it, it's not as if your head is being squeezed out of the door. Also think in this direction. The future development direction of online medical consultation mainly depends on: (1) online medical policies, online prescriptions for the number of diseases covered; (2) health insurance payments, online can cover the directory and scope; (3) demand-driven, online the most likely to produce the diagnosis of the disease behavior (children, dermatology, gynecology, etc.); (4) pharmaceutical e-commerce supporting facilities to the degree of perfection, whether it is able to complete the low-cost and high-efficiency drug distribution. And for the online clinic, I think there is a turnaround at this stage, the main reasons are as follows:

(1) September 14, 20_, the National Health Commission has issued the "Internet Diagnosis and Treatment Management Measures (Trial)" "Internet Hospital Management Measures (Trial)" "Remote Medical Service Management Specification (Trial)" three documents, the status of the industry of online clinic to be established, the constraints on the development of the industry's payment, prescription and other issues are also expected to accelerate the development of the industry, and the development of the industry is also expected to be the first time to see the development of the industry. The three documents, "Measures for Online Consultation (Trial)" and "Regulations for the Administration of Telemedicine Services (Trial)", have established the status of online consultation industry, and the payment and prescription issues that restrict the development of the industry are expected to accelerate. The favorable policy may allow online medical consultation again ushered in the spring.

(2) Manufacturing high-frequency demand: In addition to pediatrics, dermatology, gynecology and other high demand for online consultation, online disease consultation is a low-frequency demand, but if the direction of the development of health management to "health manager" and "dietitian" for the "team model". The "team model" takes the initiative to provide health management products. The main idea of this business model lies in the "health manager" as the initiator, taking the initiative to contact the user and carry out the corresponding services, thereby increasing the frequency of use of the product. With the further development of AI, the "health manager" can even be replaced by AI, adding some fun and playfulness to the interaction process, and perhaps increasing user stickiness.

(3) The 30-minute, 1-hour delivery of medicines to the door in various cities is emerging, which will be another boost to online consultations.

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The device is the terminal extended to every user

With the implementation of hospital drug band purchasing (equivalent to the explicit ban on drugs to support the doctor), many people can find that the cost of going to the hospital to see a doctor to buy drugs is down some, but the cost of the pre-diagnosis and treatment of the examination fee is whoosh up, that is because the band purchasing greatly compressed the hospital to collect drugs, dividends, back to the hospital to purchase drugs, the cost of the hospital to buy drugs is down some, but the examination fee before diagnosis and treatment but swish up, that's because of the band purchasing. Hospitals picking medicine bonus, kickbacks and other profits, but hospitals still have to make a profit, but also stable operations, this part of the profit is reduced, can only be found from other places to make up for, so the examination item will be more and more, the cost has also risen.

The next idea is to start with lowering the inspection fee.

Smart bracelet (watch), for example, now the bracelet (watch) with positioning, sports records, sleep monitoring, heart rate monitoring, and even communication, ECG (not inevitably have to spit out the new release of the rice rice health watch, the price of itself is not too high, you can measure the ECG, but also have to spend a separate far higher than the price of the device itself to buy the ECG interpretation services, simply speechless) and other functions, I think that the future of the bracelet (watch), I would like to see a more stable operation. The future of the bracelet (watch) will certainly increase the Chinese medicine pulse, blood pressure, blood glucose, blood oxygen, ultrasound imaging and other signs of the detection of indicators, which will not only greatly reduce the cost of hospital treatment checks (provided that the equipment through the national medical device certification), but also through the user's body collected from the signs of information, combined with the background of the analysis of artificial intelligence and big data, to provide customized health management for the user.

Customized health management services for the user.

Wearable (portable) devices in the field of healthcare are mainly used in two areas, one is the health level, and the other is the medical level, with the advancement of technology, the function of the medical level of applications will be gradually transformed to the health level. The population is in a state of sub-health or chronic disease, the cost invested for disease prevention is much lower than the cost of dragging sub-health and chronic disease to serious and serious disease, which is hard to be realized before, but now it has begun to be slowly accepted. With the growing awareness of health, the concept of "treating the disease before it occurs", that is, disease prevention, will be more widely recognized by the public, and the future application of wearable devices as interactive terminals for health management, chronic disease management, and post-surgical rehabilitation will be even more promising.

Classification of wearable (portable) device applications

If I were to go in this direction, what would I do? (1) to bracelet (watch) as an entry point, which has been popularized in the bracelet, consumers gradually accept the bracelet to become a part of the body after the phone, the market is more likely to be promoted; (2) adapted to segmented populations, providing different focus on functionality, so that you can reduce the cost of reducing the burden on consumers. For example, for the elderly focus on providing heart rate monitoring, fall detection, a key to call for help and other functions, and can be matched with a cell phone terminal is no longer limited to a number of terminals can be increased to the elderly children, so that the children can always check the health status of the elderly through the APP; for the young group, this has been very common, with the theme of sports health; for epileptic patients, focus on the provision of skin electrical signal detection function, while connecting to the family mobile phone terminal function, while connected to the family cell phone terminal, once the seizure, can be the first time to notify the family; for patients with cardiovascular disease, you can focus on providing heart rate monitoring, ECG monitoring function ...... (3) must embrace artificial intelligence and big data, the future of the smart bracelet (watch) will certainly be used as a carrier of the private health butler, for the user when the time to Provide health management, with this function, artificial intelligence and big data is indispensable.

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