Mobile healthcare: the world with insight into user needs
With the rapid development of mobile Internet, mobile medical has become one of the fastest growing and most actively invested industries. However, looking at the entire mobile medical market, basically all of them are in a state of burning money, and there is no certain profit model. Entrepreneurs can only comfort themselves "we don't plan to make a profit within a year or two, first cultivate the market", and become a bubble in the process of exploring the ideal.
Hospitals and doctors not only use mobile medical care, but also laugh at it. In addition to registration and illness, they can still do it; even patients don't pay much, and dozens of real users on diabetes APP can't get 5% of diabetics. . There are very few dancers who are willing to work with mobile internet. Why is the future of mobile medical treatment so hard? After burning the investor's money, can mobile medical self "hematopoietic"? Can the dream valuation of mobile medical companies become real reality?
In fact, many mobile medical products are made by the founder's ingenuity or personal interest, but more successful products are targeted products after demand analysis. According to statistics, 40% to 60% of the problems in product development are the "bane" buried in the direction of demand. Only by identifying the needs of users can mobile medical care get out of the quagmire and realize its dreams.
How to analyze user needs? A source of demand suitable as a startup project, the following factors need to be considered:
1. Is the demand real or pseudo demand?
True demand, commonly known as "pain point", is the need to allow enough users to change their habits and use or purchase your products frequently. It is also a strong demand. Pseudo-demand is either unable to find enough users, or users are reluctant to use or pay for it frequently, commonly known as "itch point" (weak demand) or "painless point" (no need).
Pseudo-demand is also the most terrible mass in the history of entrepreneurship. Many e-commerce, social, and O2O have buried many heroes. Entrepreneur investors are very smart, how can someone see fake demand? First of all, the pain points of high frequency and real demand in the medical field are too little. In addition, some entrepreneurs have no practical experience, overestimate the user's interests of the products, or even simply use the fictional product application scenarios, mistakenly consider wishful thinking as your feelings and wishes; some people underestimate the cost and difficulty of online visitors and guests. I want to make a bilateral platform and take advantage of it. Pseudo-demand is not the user's needs, it is just not enough to support a business model.
2, the authenticity needs also depends on which group of people and time
The authenticity of demand also depends on which group of people, the pseudo-demand of some people may be the real needs of another group; and depending on the time, the pseudo-demand of the time may also evolve into a real demand. Take the familiar taxi app as an example. It is a real demand in first- and second-tier cities. It may be a pseudo-demand in the fourth- and fifth-tier cities. Three years ago, everyone used to raise their hands to recruit cars. Now many people prefer mobile phone apps. car.
3. Is the demand large enough and the market is fat enough?
The value of a start-up depends on its own growth, that is, "can it be bigger." Lei Jun has summed up many years of experience at the annual meeting of Chinese business leaders, saying that entrepreneurship "is to be the most fat market." In the medical industry , it may be the real demand of most patients to relieve the pain or spend less money to cure the disease as soon as possible. The medical environment experience may only be the real needs of a few people. The real demand of most doctors may be to increase income and make work easy and smooth. Researching or proactively following up patients is only a real need of a few doctors.
4. Measuring the ability to liquidate demand
Regardless of the three seven twenty-one, the first batch of users quickly came in, as the profit model was temporarily put aside - this is the attitude of many early teams, but unfortunately, the market may not be able to earn full.
Some users say that this is his strong demand, but when you really want to pay, people are gone. Or is it a niche demand that can't be scaled at all, for example, he wants a teacher nearby to teach English at any time, and when he has to pay more for this convenience, he retreats.
What is the real needs of users?
Can you quickly distinguish between authenticity and demand? Unfortunately, user demand is not like the RMB can be tested with a money detector, and there is no clear boundary or standard between the authenticity requirements.
There used to be a very famous piece. The general meaning is that in the era of horse-drawn cars that have not yet appeared in the car, you will only get the answer: I need a faster horse, but I don’t get: I need car. Because for the consumer, he has never seen a car, how can you answer the car you need? In the phrase "I need a faster horse," in fact, "faster" is the demand, and "horse" is just a solution.
Also, the user does not want to express real needs. For example, he said that he went to CHINAJOY because he likes anime. In fact, he just wants to see beautiful women.
Because of the lack of monopoly of payers and public hospitals, medical care is far from market-oriented. It is more difficult to figure out who the users are and the authenticity of their needs in a closed environment, because the authenticity needs may be intertwined.
For doctors, medical record management tools were originally a useful tool, but unfortunately they could not directly collect data from the hospital HIS system, lacking the strict format and data volume required for clinical research, and even the basic structured electronic medical records were realized. No. Therefore, except for a few doctors who like to manage patients or are willing to record their own doctors, most doctors are not willing to spend time on the APP to organize a set of data after writing a medical history in the hospital.
Uber is on fire, and medical Uber models such as Heal and Pager are also popular abroad. Therefore, many people in the country have begun to imitate, such as purple medical and doctors. Even if they learn like it, the question is, is the doctor's on-site service tool a real need? Let's not say that doctors don't have the same amount of supply and quality balance as private cars. How many patients are willing to pay high fees for ordinary doctors? It is feasible abroad because the waiting time for foreign countries is too long and the cost of consultation is huge. It is not the same thing for a domestic hospital to see a clinic for ten or eight. Besides, can you go to the door to see a doctor, who is responsible for medical risks?
Distinguishing between true and false needs requires a changing mindset
If a demand is simply "pseudo" because there are too few demanders or the technology can't be realized, future environmental changes or technological advances may turn it into a real demand. In turn, a demand may change from true to false. In the era when the mobile Internet was not popular, the Lilac Garden was once the doctor's information portal of choice for doctors at all levels. However, with the advent of medical portals and tools in various vertical disease areas, users of clove gardens are more specialized. At present, the high-level doctors in the lilac garden are getting less and less active, and the lilac garden is no longer the real demand of this group. However, for students and low-grade doctors, it is really necessary to go to the lilac garden to order information or fill the water.
It is very difficult to distinguish the subtle differences and various evolutions of authenticity, but the most valuable discussion of mobile medical entrepreneurship is also here. For a team with super cows or super-small, you can care about the authenticity of the requirements and make the fakes true. But for you and me who lack money, lack of people, lack of technology, and lack of operations, it is best to start with real needs.
Good teams can find market needs that match their genes. Finding the right market opportunity in the demand analysis, in order to formulate product direction and development strategy, should be the first priority for every mobile medical entrepreneur.
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