Under the background of medical insurance control fees, “Internet +†assistance, and encouraging doctors to start a business, the importance and feasibility of establishing and maintaining a doctor's personal brand has become clearer. ——Assistant Researcher of Peking University Health Development Research Center/Fu Hongqiao, Secretary General of the Theory and Policy Committee of China Health Economics Association This article is based on the "China Good Doctor Summit" Fu Hongqiao Looking back at 2018, the medical industry has introduced many policies that may have far-reaching implications, which indicates that many profound changes may occur in the future. The biggest change is the establishment of the National Health Insurance Bureau. If we go through the policy of the National Health Insurance Bureau for half a year, we will clearly find that whether it is drug price negotiation, 4+7 procurement, or DRG accelerated promotion, “control fee†is the most important goal of the policy. This may be the first step in establishing a strategic purchaser by the Medical Insurance Bureau. Next, the National Health Insurance Board may move toward “value-based purchasesâ€. It is believed that in the near future, China's medical insurance may also incorporate the patient experience into the payment standard in the payment, just like the US and British medical insurance. "Opinions on Promoting the Development of "Internet + Medical Health". “Internet + Medical Health†has formal guidance, and many previous practices have been recognized at the policy level. I believe that with the development of technology, "Internet + medical health" will have new formats. The state has encouraged the efforts of social forces to run medical treatment to further increase. There is a need for medical reform, but more is the need for steady growth in the context of economic downturn. In this context, the government may further encourage doctors to start their own businesses. Medical insurance control fees, "Internet +" help, encourage doctors to start a business, in this era, the importance and feasibility of establishing and maintaining a doctor's personal brand has become clearer. An experienced Internet practitioner told me that branding = product × traffic × conversion rate. In this case, the patient experience is closely related to at least two. The value of the medical service itself is related to the comfort and comfort, the patient experience itself is part of the product, and patient-centered medical services have become the direction of the entire medical community. How important is the online patient experience? Last year, I used the data of a good doctor to conduct a lot of exploratory research on Internet medical care. Now, I want to share a research result: the patient experience on the Internet platform. The scene of Internet medical care is that doctors use their free time to provide services to patients to establish a doctor's personal brand. In the case of the overall shortage of high-quality medical resources in China, the use of free time to provide services to patients is a more effective way to increase the supply of medical resources in the short term. Patients can have full freedom of choice on the Internet platform compared to offline physical care facilities. For doctors, it means full competition. Doctors need to build and maintain their own brands and continue to provide high-quality services to patients to win the trust of patients. Internet medical care is highly integrated with offline medical care. From the scope of services, whether it is graphic consultation, telephone consultation or referral service, Internet online medical services still have strong regional characteristics. Take Beijing doctors as an example. The main sources of service for patients are Beijing, Tianjin, Hebei, Inner Mongolia, Heilongjiang, Jilin, Liaoning and Shanxi. Shanghai doctors serve patients mainly from Shanghai, Jiangsu and Zhejiang. The source of doctors serving patients in Guangzhou is mainly from Guangdong, Jiangxi and Hunan. This means that the doctor's online brand comes from both the doctor's offline reputation and the doctor's offline reputation . Classical health economics research shows that the most demanding medical services are infants and the elderly, which is the so-called “J†curve of medical services. However, the age distribution of patients on the doctor is mainly concentrated in 0-4 years old and 25-35 years old. We cannot ignore the fact that the main users of Internet medical care are younger generations aged 25-35. They will buy Internet medical services for their children, and they will also buy Internet medical services for their parents. I believe that as this group of people grow old, they will directly purchase health services on the Internet for their own health. What are the characteristics of these 25-35 year olds? The generation of the only child, the indigenous people of the Internet. The growth of these people grew with the Internet and information technology revolution. They are accustomed to convenient online shopping, timely delivery, and a strong willingness to pay for emerging things. In the early days of the industry, “Internet + Medical Services†companies attracted consumers through free or subsidized methods. With the improvement of service quality and the formation of consumption habits, more and more consumers are willing to pay for “Internet + medical servicesâ€. According to the latest survey results, nearly 75% of respondents indicated that they are willing to pay for “Internet + Medical Servicesâ€. The data on the good doctor's platform also confirms this. In the first half of 2016, the proportion of free orders for good doctors and graphic consultations was close to 60%. By the second half of 2018, the proportion of free orders for graphic consultation was only about 20%. If you count other services such as telephone consultation, video consultation, etc., the proportion of free orders on the doctor's platform will be lower. Strong willingness to pay, younger users, diversified choices, online and offline integration, this is the scene of Internet medical treatment demonstrated by the good doctor. From this scene, it seems that we can speculate that the patient experience could become a doctor selected by the user as well as personal branding is an important factor. Like other Internet platforms, Good Doctors use patient reviews as a feedback mechanism for patient experience. In October 2017, it was officially launched “Online Service Satisfaction†and “24-hour response rateâ€. The results show that whether the "online service satisfaction" and "24-hour response rate" are displayed will first affect the patient. Compared with an average of “online service satisfaction†and “24-hour response rateâ€, the number of patients who did not show “online service satisfaction†and “24-hour response rate†would be about 30% lower. On average, 24-hour response rate or service satisfaction increased from 70% to 90%, and patient service volume increased by 10%. In other words, the extent to which patient experience indicators affect patient choice is similar. Simply do a calculation. If a doctor serves 6 patients a day, the unit price is 70 yuan. He made some efforts to increase the 24-hour response rate by 10 percentage points and the satisfaction rate by 10 percentage points. Then his platform annual income will increase by 6*20%*70*365=30660. What factors affect the patient experience? It is not easy to answer this question. This requires direct analysis of the communication data between the doctor and the patient. In many cases, the data is also unstructured. Today is showing some preliminary results, I hope to provide some reference to the majority of doctor friends. First, in all the feedback from the patients on the good doctor platform, “the doctor responded too slowly!†accounted for 8.64%, “the quality of the reply was poor, did not help!†accounted for 3.60%. Speed ​​and quality are the two most important indicators that affect the patient experience. Statistics show that if a doctor's average response time exceeds 24 hours, the complaint rate will reach 40%. Conversely, if a doctor's average response time is 6 hours, the complaint rate is only about 10%. Second, if a doctor's response is too concise, the rate of complaints may increase. Long-term, high-load work has led many doctors to develop the habit of “less wordsâ€. However, an overly simple expression may make the patient feel uncomfortable. The statistical results show that if a doctor replies with an average of less than 10 words per message, his probability of complaint will reach 30%. Moderately soothing answers help to improve the patient's experience. Third, the use of voice can significantly improve the praise. The statistical results show that doctors who frequently use voice to answer patients have a higher rate of praise. On the one hand, this may benefit from a clearer expression of the voice. On the other hand, compared to the cold words, the patient can feel the comfort and the temperature of the doctor from the voice. In addition, the data of the good doctor platform shows that the favorable rate of telephone consultation is higher than that of graphic consultation, which may also confirm the effect of voice. Fourth, giving clear conclusions can improve patient satisfaction. We may complain in our daily life, the doctor explained a lot, but the patient still doesn't know what to do. As a patient who lacks medical knowledge, I hope to hear the doctor's advice. As can be seen from the results of the analysis, the patient's word of mouth and evaluation itself will affect the patient's choice and conversion rate for the doctor. Perhaps in the near future, the patient experience will likely become one of the recommended indicators for online and offline doctors, which will directly affect the doctor's traffic. Therefore, in the context of the Internet era, in the context of shaping the doctor's platform, doctors pay more attention to the patient experience, and the need to treat patients in a timely, effective and temperature-oriented manner may be an inevitable choice. "Peptide Chain" Yang Huilin edited into a document Anti Oxidation Cosmetic Ingredients Anti Oxidation Cosmetic Ingredients,Nmn Powder,Nmn Powder Pure,Nmn Pharmaceutical Grade Youth Biotech CO,. Ltd. , https://www.youtherb.com