From 2014 to the present, many Internet medical companies have opened clinics or want to open clinics. However, after actual observation, the offline clinics of most Internet medical companies are not doing well. Mobile Medical "Net Red" Dr.2 takes the lilac clinic as an example to analyze the business logic of the offline medical clinic under the Internet medical offline clinic. From about the end of 2014 to the present, there are a lot of Internet medical companies who want to open clinics or have opened clinics, and believe that they have found a business logic called online and offline integration, traffic realization, and in-depth medical services. However, after two years of actual observation, most offline medical clinics run by Internet medical companies are running very badly. The reason is that even if there are many details or various black swan incidents, I think there are many business logics. The public opinion is inside. Today we mainly discuss from a macro perspective, combined with some benchmarking companies. Paradox 1: Motivation is not pure Because the entire Internet medical industry is in the early and middle of the business model, under the background of insufficient effective users, user behavior has not completely changed, and the medical itself is not market-oriented, non-market subsidies, basic medical price dual-track system and public hospitals Monopoly will make the business model turn more difficult, and the payers are lacking, so most companies will have less income. Therefore, the purpose of many Internet medical companies to open clinics is to use the flow of offline clinics to merge into the income of the entire company. They use two different valuation systems to piece together and steal the concept to amplify the valuation. The mobile medical online segment is an industry attribute of light assets. When income begins to rise on a large scale, marginal costs will fall rapidly. The same income of 10 million, the logic of the two models is completely different. Because the offline clinic is a heavy asset industry, the ceiling of each clinic is very clear. Although it seems that the flow of water is very high, in fact the valuation is very low, the valuation usually does not exceed his double PS (marketing rate), or fifteen times the PE (price-earnings ratio). Therefore, many Internet medical companies have to open clinics because they want to move the water through the offline clinics, do mixed valuations, play smart, motives are not pure, and the initial heart is not right! Paradox 2: No patient traffic or traffic can't be converted There are a lot of Internet medical companies, especially doctor-side companies, who advocate that doctors get the world every day, thinking that with some doctor users, opening a clinic is a matter of course. In fact, as far as the logic of the clinic is concerned, a large number of doctors or many famous doctors on the so-called platform are basically useless. why? Because of the clinic's format, he is particularly suitable for solving the problems of consumer medical and basic general medical care. Difficult diseases, complex diseases and diseases that exhibit high levels of technology are not handled by clinics. The patient's flow rate is corresponding to the ceiling, and there is no patient flow, so even if you have more doctors or even doctors, the value is not great. This is a huge paradox, because the clinic has a geographical radius, even if there are national WeChat traffic or Weibo traffic resources, even millions of users, but can lead to a certain district of a certain city. The street, the precise flow of the neighborhood around a clinic, and the attention he needed when he needed it, the conversion rate was extremely low under multiple intersections. This is a basic Internet business academic problem, and the level of traffic is transformed into a trading gap. Also, because the logic of clinics and hospitals is different, especially large and medium-sized hospitals can perform major operations and solve many intractable diseases, so many patients will be willing to cross the province to see the disease. However, from the perspective of the clinic's business scope, if you are a general practice clinic, it is very unbelievable that some patients are willing to cross the half-city. And even if they are fooled for the first time, it makes no sense because he basically It is not going to be reviewed. Patients with long-term chronic diseases will consider the total cost of medical treatment, input-output ratio and convenience accessibility. These will lead to high customer costs. Some traffic has no way to convert. Many people think that there is a lot of reading on the WeChat public account or on the platform. There are a lot of 100,000+ articles, which can be achieved naturally, no matter what you do, for example, you can divert these traffic to e-commerce, and lead to Offline clinic. This is the "take it for granted" logic without thinking! Why does the lilac doctor's micro-signal look like a lot of articles are reading more than 100,000, but it is not so easy to convert to offline traffic? In addition to the funnel logic I mentioned before, there is still a logic here: the vast majority of their articles are titled by the popular science article, similar to news-centric media traffic, issued to let everyone learn knowledge to see the content. . And we found in actual combat, such as Pediatrics Hong Honggang, Concord Zhang Yu, Cui Yutao School, and so on, even if the article traffic is not so high, but the proportion of conversion to offline is very high, first, many of their popular science articles It is based on solving practical medical problems. Secondly, it often interacts with some patients to do similar medical treatments. After being sent out, it can also be seen by other potential target groups. Therefore, the possibility of such traffic conversion is 2 to 3 orders of magnitude higher than that of simply making a popular science article. So now there are a lot of medical new media, all day with traffic as the core, reporting on the alarms, killing doctors and insulting one by one, "one can not be less", deliberately doing routines, excavating everywhere to get traffic, and when complacent, We will find that the efficiency of this kind of traffic into various user transactions is very, very low. A lot of things often start with genes that are destined for endings and business ceilings. Many people in the industry have made a concept of stealing here, thinking that the traffic is the same, and the actual is completely different. The behavior of your primary user base can determine the value of your potential business transformation in the future, not exactly the quantity or traffic, which explains why many companies that look like millions of users are bankrupt. The offline clinic is based on transactions, and Internet medical care is mostly based on traffic. When business traffic cannot be effectively converted, the paradox of business logic emerges. dry flowers Guangzhou Zhongzhinan Supply Chain Co.,Ltd. , https://www.zhongzhinanlighting.com