Internet hospitals are booming.
If it is said that from the landing of the first Internet hospital in 2015 to the completion of 351 Internet hospitals in 2019, it is like a symphony overture, then the number of Internet hospitals across the country soars to more than 1,100 in 2020, it is the fission of the Internet hospital field.
For a time, the Internet hospital track was crowded with wave trampers.
As a one-stop health service platform built by Baidu incubation, Baidu Health will launch two self-built Internet hospitals in Hainan and Yinchuan in 2020. Nowadays, it has co-built Internet hospitals with public hospitals in Cangzhou. Baidu Health's layout in the big health industry is accelerating , And Internet hospitals have become an important starting point. At present, Baidu Health has formed a health science content ecology centered on Baidu Health Medical Dictionary and a service ecology centered on asking doctors and health malls.
As more and more top three hospitals cooperate with Baidu Health to undertake related services to Baidu Smart Mini Programs, this means that users can directly obtain health-related information and quickly jump to hospitals or platforms to obtain corresponding services.
This is an important change. Baidu Health, established with the advantage of search portals, has gradually begun to strengthen the connection between users and services. Since the development of Internet hospitals, the most difficult thing to solve is the problem of how to increase the frequency of low-frequency demand.
Baidu Health gave its own answer: from relatively high-frequency behaviors such as users' search needs, knowledge services, live video, online consultations, etc., to guide the conversion of obtaining services.
On the service supply side, Baidu Health is advancing the construction of Internet hospitals with public hospitals across the country, forming a large-scale service network, and building a more complete closed loop of health services.
Focusing on Internet hospitals, it is clear that Baidu Health already has the logic of continuously advancing from search to service.
Build a hospital without "walls"
For patients, the biggest pain point of the traditional hospitalization model is "queuing for two hours and seeing a doctor for five minutes."
From the initial diagnosis, examination, diagnosis to treatment, patients often need to travel to and from the hospital frequently, which takes a lot of time to complete. Even processes such as "check payment, drug/treatment payment, and drug withdrawal" require multiple queues, which greatly reduces the patient experience.
In addition, due to the professionalism and particularity of the health industry service industry, “supply determines demand”. In the three-terminal relationship of service, demand, and payment, public hospitals live in the “center” with four high walls.
"Let data run more and patients less run." Yang Jianchun, director of Baidu Health Internet Hospital, told Yidian Finance and Economics that the biggest significance of Baidu Health and public hospitals to build Internet hospitals is to help hospitals open the "wall".
Yang Jianchun believes that in fact, a large part of the outpatient needs can be completely solved online, and most patients with common diseases do not need to go to large hospitals or even offline hospitals. For those who need to go to the hospital regularly for follow-up, Patients with chronic diseases in Xufang can also solve their problems online.
"Even after leaving the hospital, patients can find doctors who manage follow-up visits at any time online, and doctors can use fragmented time to provide services to patients," Yang Jianchun told Yidian Caijing that the core of Internet hospitals lies in the full-process line of health services. Online + offline collaboration mode.
In addition, the convenience of Internet hospital service entrance will also directly affect user experience. "For most users, when general health problems arise, it is very important to ask and whom to find at the first time." In Yang Jianchun's view, from the beginning of the user behavior path, Baidu Health is the Internet hospital. Service is a very critical part.
In terms of solving health doubts, the user's first choice is still to enter the search box to search. Currently, Baidu Health meets 200 million user health search needs every day. That is to say, by taking advantage of the search portal, Baidu Health can analyze the needs, and more intelligently extend the needs of users' health behavior starting point to the back-end services.
Take Baidu Health's upcoming Internet hospital in Cangzhou as an example. Through Baidu Health's comprehensive empowerment, the changes in hospital visits will be visible to the naked eye:
Users can directly obtain one-stop services such as pre-diagnosis consultation, appointment registration, online follow-up consultation, home delivery of medicines, and follow-up management. Cangzhou medical insurance users also enjoy online medical insurance payment.
According to Yang Jianchun, in the pre-diagnosis stage, citizens can make appointments and register through Baidu Health Internet Hospital, and accurately recommend departments and doctors; during the consultation, patients can understand the progress of the consultation on the platform and obtain electronic reports, saving patients time and energy . "After the consultation, the patient can communicate with the doctor online, making the communication between the user and the hospital more convenient and efficient, and improving the efficiency of return visits through follow-up management."
The Internet hospital jointly built by Cangzhou People's Hospital and Baidu Health is an experimental field for improving users' medical experience. Yang Jianchun said that Baidu Health is advancing cooperation with many public hospitals across the country, accelerating the "copying" of this model in many places across the country.
Open up the hospital scene and expand the service space
The future of digitization-driven industrial development has come.
Whether viewed from the demand side or the supply side, the Internet hospital is no longer a service concept, but a new track with huge potential.
Especially in the field of health services with uneven distribution of resources and unequal supply and demand, digital construction based on Internet hospitals is an important support for improving the accessibility of high-quality resources and improving service levels.
"But there are more than 1,100 Internet hospitals in the country, and many of them have not developed rapidly. One of the fundamental reasons is that they have not complemented public hospitals and provided a full range of solutions for the onlineization of public hospitals. The procedure is far from enough."
Yang Jianchun said that after public hospitals provide authoritative and professional health services, the Internet platform needs to focus on one-stop Internet hospital services such as traffic, brand, and technology. The deep integration of the two parties can solve the operational problems of public hospitals in Internet hospitals.
Take Baidu Health Internet Hospital service as an example. After entering Baidu Health, public hospitals can directly extend from the user’s starting point to back-end services, building a closed loop from demand to service; helping the hospital optimize the patient’s medical process and improve outpatient efficiency In terms of traffic analysis, Baidu Health uses AI technology to assist doctors, enabling Internet hospitals to achieve hierarchical diagnosis and treatment, and also allows patients with common diseases and chronic diseases to complete online consultations without queuing offline.
"Focusing on hospital brand building, Baidu Health aggregates multi-platform resources, covering portals such as Baidu search and Baidu Maps, and presents information and service content to users." According to Yang Jianchun, Baidu Health opens up Baijia accounts, live broadcasts, etc. to build a medical science popularization platform, doctors Disease education can be carried out to patients, and the threshold of disease prevention and treatment can be moved forward.
At the beginning of this year, the epidemic broke out in Hebei. Professor Zhang Wenhong, director of the Department of Infectious Diseases of Huashan Hospital affiliated to Fudan University, was an exclusive guest at Baidu Health Medical Classic to interpret the Shijiazhuang epidemic and the prevention and control of the epidemic during the Spring Festival, which caused a hot discussion among netizens on Weibo. "Baidu Health has established an efficient communication path in helping public hospitals to carry out popular science services."
Aiming at the acceleration of the intelligentization and onlineization of Internet hospitals, Baidu Health is also fully empowering public hospitals and doctors through "technical card slots".
The biggest application scenario of artificial intelligence is in health services. Based on Baidu's platform-based capabilities in big data and artificial intelligence as its core technologies, Baidu Health continues to supplement and iteratively upgrade existing technologies based on the needs of patients.
"Especially to help doctors grow through technical paths and improve the efficiency of consultations. This is also what Baidu Health is empowering the doctor group." Yang Jianchun said that doctors are the core resource of health services, and they are also scarce resources. The training cycle of excellent doctors is very long, and the continuous accumulation of clinical experience is needed to form an effective service supply. However, if part of the experience that doctors need to learn and accumulate is transformed into auxiliary diagnosis and treatment products through artificial intelligence technology, this can liberate part of the doctor's energy, and then improve the intelligence and operational efficiency of public hospitals.
Focusing on co-building Internet hospitals with public hospitals or cooperating with specialized departments, Baidu Health quickly rolled out a nationwide hospital service network, cooperating with self-operated Internet hospitals and chronic disease centers. It is also Baidu Health's deepening of the "moat" in the field of health services. Initiative.
On the one hand, Baidu Health and its partner public hospitals exchange data throughout the entire diagnosis and treatment process to help traditional hospitals achieve digital transformation; on the other hand, through traffic distribution and transfer and deferral of services at different stages, Baidu Health can accurately aggregate users to seek medical treatment for hospitals. Demand, break through geographical restrictions, not only gather patients who need follow-up visits, chronic disease management, etc., to online, help hospitals achieve hierarchical diagnosis and treatment, but also expand hospital service coverage, allowing patients from other provinces and cities to directly access Baidu Health Internet Hospitals to obtain professional medical treatment services.
From the perspective of Baidu Health's business logic in Internet hospitals, having a complete closed-loop service is its core weapon in the big health industry.
Conclusion
In the Internet hospital, Baidu Health's most fundamental advantage lies in the connection of traffic and services, which is inseparable from the support of its "content + service" dual ecological strategy. At present, Baidu Health provides users with closed-loop health services such as health science popularization, online consultation, health mall, chronic disease management, and Internet hospitals.
Baidu Health, based on authoritative medical science popularization and search requirements, has become a gathering place for health service traffic and constitutes a strong support for it to be a good Internet hospital. Conversely, once the service ecosystem with the Internet hospital service network as the core forms a more complete service loop, the offline traffic of public hospitals will be imported into Baidu, which will bring back-feeding effects to the entire Baidu mobile ecosystem.
In fact, in the past two years, Baidu's mobile ecology has been focusing on the connection of search and service scenarios, constantly exploring various possibilities, and finally falling on the development of service capabilities.
Baidu's long-saved hardware terminals such as driverless and small smart devices may become a major change in the driving industry, change people's health management habits, and become a new way to enter the hospital service scene.
Arterial network data shows that the market size of domestic Internet hospital services in 2020 is about 106 billion yuan, with a compound growth rate of 53.9% in the next three years, and the market size will reach 255 billion yuan in 2022. At present, Baidu Health's in-depth layout around Internet hospitals is precisely to radiate its competitiveness to the upstream and downstream of the industry by occupying the core industry of health services.
The big health industry has become the Xinjiang domain that supports Baidu's mobile ecosystem to expand its scale and deepen its services.