From the traffic entrance to the ecology, Ping An Good Doctor breaks the wall of the medical circle

Reporter丨Han Lu

Edit丨Tan Lu

A sudden new crown epidemic has become the key for an Internet medical company to get out of the circle.

The anti-epidemic command center was established immediately, and 62 provincial, municipal, and regional governments cooperated closely to open a "anti-epidemic free clinic line" to provide online consultation services 7*24 hours, dynamically update the epidemic situation in real time, and spread medical science popularization to achieve The "cloud frontline" participates in epidemic prevention, treatment and even tracking of suspected cases.

When offline medical resources faced a huge challenge, Ping An Good Doctor, as an online medical service platform, rushed to the rescue, turning into an important online anti-epidemic team and an effective supplement to offline medical services.

Behind this timely and efficient epidemic prevention system is actually a perspective of the strategic layout of Ping An Good Doctor in the past six years. The outbreak of the epidemic has made this company show some of its power that is dormant below sea level, but it is far from the final appearance.

At the beginning of August 2014, in order to provide users with 7*24 hours of high-quality medical services, Ping An Good Doctor built a team of professional doctors. In August 2019, it took the lead in launching an epoch-making product in the industry - private doctor , Layout of Internet hospitals, forming online and offline traffic entrances.

For Ping An Good Doctor, what these five words represent is the largest Internet medical traffic portal in China.It has 346 million users and 67 million monthly active users; it is also a key component of the medical ecosystem that Ping An Group has devoted itself to constructing. The medical team in the company exceeds 1,800 people, gathering nearly 10,000 experts across the country, and has established the largest offline service network , including 110,000 cooperative pharmacies, 49,000 cooperative clinics, and more than 2,000 physical examination centers.More importantly, she is becoming a professional doctor-patient communication bridge.

Build a bridge between doctors and patients

2020 is a special year for the entire medical industry, and Ping An Good Doctor is no exception. During the epidemic, the cumulative number of visits to the Ping An Good Doctor platform reached 1.11 billion, and the number of new registered users of the APP increased by 10 times. The market value exceeded 100 billion Hong Kong dollars.

After the fight against the "epidemic", Ping An Good Doctor did not stop and launched a double upgrade of products and strategies.

Recently, Ping An Good Doctor has launched a sub-brand "Ping An Doctor Home", which is actually an upgrade on the basis of the original "Private Doctor".

Private Doctor is an epoch-making family doctor product launched in 2019. It has been recognized by C-end and B-end users within one year of its launch. In the first half of 2020, the positive rate of private doctor products reached 99%, which established a good reputation for service and formed a scale effect. At the same time, Ping An Good Doctor has provided more than 500 corporate customers with one-stop services including one-on-one private doctor online consultation, offline hospital outpatient registration assistance, accompanying consultation and other one-stop services. The customers cover real estate, medicine, retail and other fields.

The upgraded "Ping An Doctor's Home" is actually more meaningful than private doctors. It is a combination of doctors' homes, family doctors, and private doctors, including its private doctors, doctor's workbench, doctor team and guarantee insurance. The overall upgrade of the four major services.

Specifically, on the user side,"Ping An Doctor Home" will launch a health butler service with a multi-layer membership system for individuals and families, and provide warm health management.Its private doctor service will help individual users solve common ailments, while the family doctor service will follow the whole family, from children, adults to the elderly, providing families with a full range of medical and health services.

Ping An Doctor Home will use the world's leading AI technology and high-quality medical resources at home and abroad to equip each user with a dedicated doctor and each family with a family doctor to provide 7X24 high-quality, personalized medical and health services. Through long-term tracking of users' health status , to generate continuous and complete personal health records.

It is worth noting that this time, Ping An Doctor Home has taken the lead in the industry in addition to users, focusing on doctors. Under this brand, the doctor's workbench will be fully upgraded, which aims to help every doctor realize the dream of opening an online consultation room.

It is reported that,Ping An Doctor Home will create the world's largest doctor ecology by empowering the five major needs of doctors: academics, income, brand, ability, and efficiency, and combining AI doctor assistants, resident doctors, external contracted experts, and famous doctors. Better help doctors work.

As we all know, Ping An Good Doctor took a different approach at the beginning of its establishment, adopted the "asset-heavy" approach, and built a professional medical team. After the launch of "Ping An Doctor Home", its doctor team will also be upgraded accordingly, and will continue to Introduce famous external doctors to settle in, and cooperate with the newly added audio and video consultation functions to help doctors accurately match patients.

At the same time, taking both users and doctors into account, Ping An Good Doctor has actually created a dual-platform product of "users + doctors" that breaks through time and space constraints based on "Ping An Doctor Home". The real-time communication platform helps ordinary people see good doctors and famous doctors more conveniently, and at the same time, it forms a doctor's personal brand IP, and realizes the full utilization and smooth connection of high-quality medical resources between doctors and patients.

During this upgrade process, "Ping An Doctor Home" will also simultaneously upgrade the guarantee insurance to improve the protection level of online medical care. By cooperating with insurance products, it will provide a strong insurance system guarantee, solve the worries of both doctors and patients, and provide a solid foundation for Internet medical services. support.

In fact, in addition to product upgrades, in the middle of this year, Ping An Good Doctor launched a comprehensive strategic upgrade, including focusing on three major directions: channels, services, and capabilities. What "Ping An Doctor Home" embodies is the upgrading of services and capabilities.

In terms of channels, Fang Weihao, the interim chairman and CEO of Ping An Good Doctor, said that the previous two major traffic portals came from personal clients: Ping An Good Doctor App, which provides 7×24 hours of online access to 346 million registered users. Medical consultation service.

The second comes from Ping An's insurance service end, which forms cross-selling with insurance customers, creating a deep integration of insurance and health services for Ping An Group's 210 million financial customers.

After the strategic upgrade, Ping An Good Doctor will expand two new channels, including the Internet hospital terminal. Ping An Good Doctor will achieve accurate customer acquisition through self-built and co-built Internet hospitals. Fang Weihao explained: "seeing a doctor is a low-frequency behavior, but the hospital is a high-frequency place. We cooperate with offline hospitals, relying on offline hospitals as the main body, and provide online solutions for patients. This is an Internet hospital. We only rely on online It’s not a hospital, but what we’re building is an Internet hospital, which guides offline patients to online, guides minor diseases, common diseases, and frequently-occurring diseases to online platforms, so that they can consult and consult conveniently without leaving home.”

now,Ping An Good Doctor has deployed more than 30 Internet hospitals across the country, 14 of which are online, and three of them have already opened up medical insurance.The second is the enterprise server. Ping An Good Doctor will provide corporate health management services for corporate customers, deploying internal corporate health management through services such as online consultation, online prescription, and one-hour drug delivery.

New ecological medical circle

Under the trend of Internet medical care, why does Ping An Good Doctor, the largest Internet medical service platform in China, continue to upgrade iteratively?

"Create an ecology and advance together" may be the best answer.

Fang Weihao bluntly said that among the differentiated advantages of Ping An Good Doctor, the medical ecosystem of Ping An Group is the most important support. Leveraging the advantages of Ping An Group in brand, channel and customer level, Ping An Group's 210 million insurance customers can provide access to user traffic for Ping An Good Doctor, and at the same time, for corporate health management services, Ping An Group's more than 4 million corporate users can also Become a huge channel resource of Ping An Good Doctor.

At the technical level, the internal integration of the ecosystem is also very close, including intelligent auxiliary diagnosis system, intelligent disease prediction system, and integrated regulatory services, all of which are the technological integration points of Ping An Group and Ping An Good Doctor.

existIn just 6 years, Ping An Good Doctor has rapidly accumulated customers and word-of-mouth from 0-1, formed a closed business loop, clarified its business model, successfully landed in the capital market, and maintained its leading position in the industry.Not only because of its step-by-step business deployment, but also because it is a key component of Ping An Group's overall medical ecological chain, connecting this financial technology giant in series, from drainage, service to payment in the medical field. The layout of the entire value chain.

In fact, Ping An Group naturally has a background in the medical and health field. Its investment in the medical and health field started in the insurance business stage in 1996. At the same time as the development of life insurance, health insurance, and pension insurance business, the concept of health management has taken root.

In 2012, the medical service sector was gradually formed. Through Ping An Navigator Fund and Ping An Venture Capital, technology investment was made to establish Internet medical technology brands such as Ping An Good Doctor and Ping An Medical Insurance Technology. Then in 2018, the new medical ecological stage will be composed of Ping An Medical Technology, Ping An Smart Medical, and Ping An Hospital management team.

Chen Xinying, Co-CEO of Ping An Group

At the investor open day held a few days ago, Chen Xinying, co-CEO of Ping An Group, emphasized that in Ping An’s medical ecosystem, it will focus on three major directions: First, horizontal integration, starting from the user end to capture user traffic, and long-arm management from the payment end institutions, and empower service providers to maximize value; the second is to open up vertically, through serving the government, leverage the core resources of hospitals, doctors, and medicine, and use technology to empower members of the ecosystem to establish competition barriers; the third is Create synergistic value with the main business of Ping An Finance in terms of customer acquisition, customer stickiness, and per customer value.

If the core key points are split, Ping An's medical ecosystem will be cut into five major starting points: government (Government), user (Patient), service provider (Provider), payer (Payer), and technology (Technology). Among them, Ping An Good Doctor occupies users and online medical services, Ping An Smart Healthcare occupies offline medical services, Ping An Life Insurance, Ping An Annuity Insurance, Ping An Medical Insurance Technology, Ping An Health Insurance Service Payment Terminal, Ping An Medical Technology Research Institute, etc. provide technical research support, Close collaboration and complementarity between businesses. It can be said that Ping An Good Doctor is a key member of the medical ecosystem by connecting both the patient and the provider. The launch of "Ping An Doctor Home" has clarified the roles of these two platforms.

Focus on the blue ocean of industry

Chen Xinying said frankly that among the five major ecological circles of Ping An, the reason why the medical ecological circle is so important is related to its industry potential. Medical care is a blue ocean market with enough space, and it also requires long-term and comprehensive strategic penetration of participants.

From the perspective of the overall domestic medical market, with the acceleration of population aging, the current annual medical expenditure of 6 trillion yuan is expected to reach 16 trillion yuan in 2030. At the same time, with the improvement of economic living standards, people's health management The enthusiasm will gradually increase. In other words, the entire big health product will expand rapidly in the future.

However, the pain points of the industry must also be faced squarely. For example, medical institutions are under great service pressure, medical resources are scarce and unevenly distributed, and the problems of difficult and expensive medical treatment are always common. On the user side, there is a lack of personal health management and data files for the entire life cycle. On the doctor side, general practitioners are scarce, specialists are not refined enough, and the overall medical staff is insufficient, especially at the grassroots level, where the medical professional level is not good.

This is also the fundamental reason why Ping An Good Doctor has upgraded and launched "Ping An Doctor Home", which aims to build a professional doctor-patient communication bridge by serving users and doctors.

on the one hand,Ping An Doctor Home allows everyone to have a dedicated doctor, and everyone has a complete health record, providing users with solutions for the entire life cycle,Committed to giving users the best medical experience; on the other hand, Ping An Doctor Home is committed to creating the most professional and largest doctor ecology, making general practitioners more comprehensive and specialist doctors more specialized, improving the level of primary care and providing the ultimate doctor service.

For Ping An Good Doctor, the launch of a new round of strategic upgrade coincides with the window period of industry policies. After the epidemic test, the performance of online platforms such as Ping An Good Doctor has once again demonstrated the social value of Internet medical care. The National Health and Medical Commission has repeatedly issued documents, explicitly encouraging the unique advantages of Internet hospitals and Internet diagnosis and treatment to be fully utilized, and encouraging online development of some common diseases. , Chronic disease follow-up visits and drug distribution services, reducing the risk of cross-infection for other patients offline.

At the same time, the National Medical Insurance Bureau and the National Health Commission have issued relevant medical insurance policies, proposing that online follow-up consultation services for common diseases and chronic diseases provided by Internet medical institutions that meet the requirements for insured persons can be included in the scope of medical insurance fund payment in accordance with regulations. The simultaneous breakthrough of access and payment means that one-stop services such as online diagnosis and treatment and online payment will all be opened up.

Judging from the current business progress,Ping An Good Doctor has been able to provide diagnosis and treatment for more than 3,000 common diseases to 346 million users, with an average daily consultation volume of 830,000.At the same time, Ping An Good Doctor has a self-built doctor service group leading the country, and has also established a huge offline service network.

In addition to serving individual users, on the B side, Ping An Good Doctor has created professional, convenient and secure corporate clinics for corporate users, covering more than 500 companies; on the H side, Ping An Good Doctor has launched 14 Internet hospitals, 3 Medical insurance has been opened.

The launch of the "Ping An Doctor Home" product, as well as the comprehensive upgrade of Ping An Good Doctor's channels, services, and capabilities, are actually necessary to accelerate the in-depth development of the business. It is worth looking forward to what the family doctor will be like in the future and how the doctor ecology will change as a result. If the Internet and medical care are regarded as two atoms, then Internet medical care is a new business model created by their mutual attraction, competition and collision under the resonance of the market.

Whether it's innovative products, medical services or business models, Ping An Good Doctor's exploration and upgrade are obviously still in progress, but the vision of making medical care more accessible, services more professional, and doctor-patient communication smoother has already taken shape.