For young people to start a business, a good entrepreneurial project is very important. A good entrepreneurial project can make entrepreneurs' entrepreneurial obstacles much less, and it is easier to succeed. If you want a good entrepreneurial project, you need to go through the concept of entrepreneurial projects. Here, I will share with you the basic ideas of 2122 entrepreneurial projects. I hope you like it! Welcome to read!
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Basic Ideas of Entrepreneurial Project Conception
Establish an online consultation platform
The equipment is extended to every user
Basic Ideas of Entrepreneurial Project Conception
Many people may think of Lilac Garden at the first time. As a medical professional forum with a history of nearly 21 years, Lilac Garden has positioned itself as a leading medical field connector in China, and registered doctors around 2111. According to the data of 21 years, there are about 11.74 million medical and health practitioners in China, including 3.39 million practicing (assistant) doctors and 911,111 rural doctors. By comparing this number, we can find that Lilac Garden attracts a lot of doctor resources. Doctors are the core resources of the whole medical industry, and their importance goes without saying, but why has this platform with huge doctor resources not become a good tool for patients to treat diseases and seek medical treatment after 21 years of development?
I think (only on behalf of my personal opinion) the reason is that Lilac Garden has positioned itself as a connector in the medical field, but the two sides of the connection are not doctors but doctors, and Lilac Garden has become a platform for peer exchange and knowledge update. When you click on the website of Lilac Garden, you will find that there are many pages and the classification is very complicated. If you browse the articles inside, you will find that many of them are the exchange of medication skills between doctors, and they are full of professional terms, which is difficult to be recognized by ordinary users. This is probably why ordinary patients don't pay much attention to this platform (if you have other suggestions, please give me your advice).
As far as the knowledge sharing platform is concerned, I prefer Zhihu. Zhihu operates in a question-and-answer way, which can ensure high-quality professional answers, which is the reason why this community can keep going, and the interface is clean and tidy. In the era of flying advertisements, it really belongs to a rare clean stream. So I thought, is it possible to introduce Zhihu's model into doctor-patient communication? This platform is for both doctors and patients. Doctors can share practical and useful tips or suggestions for health management and psychological consultation in view of the health problems encountered in real life. Patients who are interested will try it after browsing. If it is really effective, we introduce a feedback mechanism. Patients can reward article creators (originators) through the platform. This part of the income is divided into three parts in proportion, one part is paid to doctors, the other part is supported by platform operation, and the other part is put into public welfare funds. On the other hand, patients can offer a reward to ask questions of concern (which can be anonymous to protect personal privacy), and doctors can answer them, and the answers recognized by the reward recipients can get a bonus. This part of the reward is used as above. The operating mechanism is not too novel, and it has been used in many post bars and forums. The most important thing is to ensure the quality of the content, and at the same time guide the knowledge payment through the slightly innovative form of public welfare guidance. This will also involve an advertising problem. After all, it is difficult for the profit to support the platform to run in this way, and whether advertisements can be introduced. My point is that advertisements will never be introduced unless forced. Even if they have to be introduced in the end, they must be identified by some means that the products or services provided by advertisers are of excellent quality and reasonable cost performance. If they can't do either, they would rather close the platform than introduce advertisements.
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Establishing an online consultation platform
Online consultation has developed for a long time, from 21 years of seeking medical advice, 21 years of good doctors online, to 21 years of micro-medicine, 21 years of Dr. Chunyu, and then to 21 years of safe and good doctors. Online consultation has gone through the stage of letting a hundred flowers blossom and a hundred schools of thought contend during the capital boom period of 21_-21_. However, in the 21_ year, due to the difficulty in landing the business model, this once-popular outlet has gradually subsided, and various platforms have diverted water to the offline, but it is still difficult to make a profit. I think the main reason is that it is an extravagant hope to transform the medical system with the thinking of the Internet. Dozens of enterprises have discussed the online consultation for several years, and why it has not developed rapidly. The book "Reconstructing Great Health" is very well summarized and shared with you. Some excerpts are as follows:
1. Low-frequency demand
The low-frequency nature of medical demand is a problem that almost all entrepreneurs can realize, but it is also despised by almost everyone. In fact, the low frequency of medical demand is more serious than we thought, and the low frequency problem often brings unbearable and serious consequences to those enterprises that start businesses with App as the carrier.
Generally speaking, people get sick no more than 12 times a year (National Health Commission's data shows that the average number of outpatient visits is 6 times). So imagine how many times a person gets sick a year, and how many times can it be solved through App? Obviously, the first reaction to acute and severe illness is to go to the hospital. It is hard to imagine someone calmly taking out the App for online consultation. However, common diseases that are very familiar, such as colds and fever, are usually solved by going to a nearby pharmacy to buy medicine. After excluding these two common situations, it is possible to use App for consultation less than once or twice; More seriously, if the same problem is encountered again, the patient will usually handle it according to the method he learned last time, and will not open the App again. This is still assuming that the patient recognizes the optimism of Internet medical care. App products that are opened at most once or twice a year are difficult to promote at first, and then more difficult to keep (any accidental deletion or replacement of mobile phones will lead to the permanent loss of users).
In fact, low frequency brings more far-reaching and serious consequences, which is that it is difficult to enter the psychological cognition of users, so brand recognition is out of the question. To put it simply, if you don't answer "the five best orthopedic hospitals in China", medical practitioners can only answer 2~3, and the general public often can't answer any of them. This means that a medical institution that has achieved the first echelon can't form users' active cognition after decades of accumulation and service. By contrast: Can you name five famous cosmetics brands? What about five catering brands? How about 11? There is almost no difficulty. This is the difficulty of mental cognition caused by the low frequency of Internet medical demand, which makes it difficult for Internet medical platform to become a default option for the public to seek medical treatment, making it more difficult for users to promote and retain it. Therefore, the demand for low frequency is the most important reason why Internet medical services failed to build a business model (at least 2C model).
2. the O2O of internet medical treatment is not feasible
medical treatment O2O(Online to Offline) has gradually become the standard for a large number of internet medical enterprises after the development of internet medical treatment for 21 years. Platforms such as Dr. Chunyu, Lilac Garden, Micro-medicine and Ping An Good Doctor have successively cooperated with offline hospitals or built their own clinics. These pure online Internet medical service enterprises that collectively shouted the slogan of "subverting traditional medical care" changed their strategic thinking and embraced offline medical services again after being blocked. Dr. Chunyu even proposed a very radical expansion plan. The logic of Medical 121 is that since pure online consultation can't get a good diagnosis and answer, it sounds more logical to divert online users to offline self-operated or cooperative medical institutions, which should play a certain role in triage, but the result is not ideal. It is not difficult to understand how to calculate an account for medical O2O through the funnel model.
suppose an internet medical enterprise has 11 million registered users (enterprises that can truly reach 11 million registered users belong to the absolute first echelon of internet medical care in China), and if its carrier is App, it is estimated in the most optimistic way that its daily active users can reach about 11 million (referring to the occurrence of core behaviors, such as consultation). Generally speaking, it is possible for users to go to the hospital within a short distance (within 21 minutes' drive), which corresponds to a first-tier city, that is, an area. Suppose that the users of Internet medical care are mainly distributed in 11 large domestic cities (in reality, the distribution may be more dispersed), and each city has an average of 11 districts. In this way, if millions of active users are dispersed to a city every day, only 11,111 people will remain, and if they are further confined to specific areas (for example, a certain district of a city), it is likely that only 1111 people will remain.
further dividing from the dimension of diseases, assuming that the main diseases on the Internet medical platform are concentrated in five departments (which may actually be more dispersed), there are only 211 daily active users in a certain specialty (such as pediatrics or dermatology). Judging from the success rate of online and offline conversion, it usually does not exceed 1.1%. That is to say, such a large-scale Internet medical platform with 1 billion registered users introduces no more than 1.2 patients to a specialized medical institution in an offline district every day (almost equivalent to bringing 1 patients every week). This efficiency is difficult to form a close interest relationship with cooperative offline medical institutions. Without the attention of medical institutions, it is difficult to guarantee the offline user experience of patients. At the same time, if it is a self-operated offline medical institution, it is difficult to get enough patients from the online platform (51 patients are brought online every year, and the sales generated are 25,111 to 51,111 yuan at an average price, which is a drop in the bucket).
3. The free strategy of online consultation is wrong
According to the operation strategy of general Internet products, the mode of free follow-up charge in the early stage is usually established, so Internet medical startups have applied this strategy to the product form of online consultation. Under the pressure of competition, the whole industry began to promote free consultation service. However, in the end, the free mode brought irreversible harm to the overall image and service quality of Internet medical care. Why did this happen?
First of all, the free online medical service has a direct impact on users:
(1) Free online medical service makes users have potential distrust and doubt about the quality of online doctor service
(2) Free online medical service leads to a very low threshold for users to ask questions, resulting in a large number of low-quality and meaningless questions (in platforms such as Dr. Chunyu, there are even a large number of questions unrelated to medical treatment). The most direct result of low-quality questions is that doctors who answer questions don't feel respected, which forms a strong psychological gap with offline doctors' identity, thus affecting the enthusiasm of doctors to answer online, or simply refusing to answer. Over time, truly high-quality doctors in higher vocational colleges will lose a lot, and bad money will drive out good money, which will once again strengthen users' initial judgment-"online medical care is really unreliable." Once such a negative strengthening chain is formed, it is difficult to establish the model of "sticking users for free now and charging later".
4. the internet medical products are weak in communication
the medical industry is facing special challenges such as weak users' willingness to communicate and limited communication methods. Users in the medical industry emphasize privacy, keep their mouths shut about illness, and even the closest people don't take the initiative to talk about it (infectious diseases, malignant diseases and biased diseases, etc.). It is hard to imagine a patient who is well treated and will introduce medical services to others through WeChat friends circle or other effective ways after being cured. At the same time, domestic social customs usually politely avoid talking about diseases. If a good product or service is in other fields, it is likely to produce the phenomenon of "word-of-mouth transmission", "virus transmission" and "product is marketing", but medical services and products are more difficult.
On the other hand, seriousness also severely restricts communication. In the entertainment field (such as games, film and television dramas, etc.) or fast-moving consumer goods, viral transmission is common, but we rarely see medical services or products spread in similar ways. On the one hand, it is limited by relevant national policies, on the other hand, it is related to the most fundamental survival foundation of medical service products-that is, "trust". Professional image and serious expression can often bring trust, and this trust is the most critical factor for patients to make decisions. Entertainment medical advertisements not only can't increase users' decision preferences, but often do the opposite. The seriousness of medical treatment really makes mass communication extremely difficult.
5. Rapid iteration is not applicable in the medical field
The essence of "rapid iteration" of Internet thinking is to optimize products and technologies through "feedback" generated by continuous "trial and error", so as to quickly make products or services close to perfect lean entrepreneurial thinking. However, the thinking of sending generations, which has been repeatedly verified in the Internet field, has encountered difficulties when it is applied to innovation in the medical field. The main reason is that the premise assumption of "fast delivery" operation is ignored: the cost of trial and error must be low. The low cost of trial and error here includes multiple meanings: the first layer is that the production cost of the product or service itself is low; The second layer is that if there is an error, the cost of the consequences is low; Third, compared with non-trial-and-error means (such as making decisions by conducting user research or consulting research), the cost of trial-and-error means to reach the right direction is low. Many aspects of the medical industry do not support the above assumptions in essence. In particular, once a mistake occurs, its consequences often involve life safety, and such a price does not allow rapid trial and error (drugs and animal experiments and other alternatives, but Internet medical services cannot start animal experiments to replace human use). Not only medical care, but also automobile manufacturing and industrial robot industry do not allow fast delivery.
The huge trial-and-error cost (or "cost") makes it difficult for practitioners to gain experience and feedback from quick trial-and-error, so the evolution cycle of the whole product service has to be extended, and even it is difficult to find the right direction for a long time.
maybe you will think, since so many enterprises have made mistakes, are their heads squeezed by the door? Still thinking in this direction. The future development direction of online consultation mainly depends on: (1) related policies of online medical treatment, and the number of diseases covered by online prescriptions; (2) Medical insurance payment, the catalogue and scope that can be covered online; (3) Demand-driven, online diseases (children, skin, gynecology, etc.) that are most likely to cause consultation behavior; (4) The degree of perfection of the supporting facilities of medical e-commerce, and whether the drug distribution can be completed with low cost and high efficiency. As for online consultation, I think there is a turn for the better at this stage. The main reasons are as follows:
(1) On September 4th, 2111, National Health Commission successively issued three documents, namely, Management Measures for Internet Diagnosis and Treatment (Trial), Management Measures for Internet Hospitals (Trial) and Management Regulations for Telemedical Services (Trial), which established the status of online consultation in the industry and restricted the payment and trial of industry development. The favorable policy may make online consultation once again usher in spring.
(2) Create high-frequency demand: In addition to the high demand for online consultation in pediatrics, dermatology and gynecology, online disease consultation is a low-frequency demand, but if it develops in the direction of health management, take "health managers" and "nutritionists" as the "team model" to actively provide health management products.