It’s been a year since Baidu’s hemophilia incident. It’s also from the beginning of 2016 that Baidu has fallen into a crisis of confidence and has become a target of public criticism. Baidu’s path of making money by relying on medical care has also been greatly affected. Now, after a lapse of one year, Baidu has not seen any hospital recommendation information when searching for disease-related information.
Now, Baidu officially announced that Baidu's medical business will be adjusted for organizational structure: Baidu Medical Division's smart small e team and thumb doctor team, transferred to the AI ​​system; medical division content construction team, transferred to the search company; medical business The other businesses of the ministry will be shut down, and relevant personnel will provide internal transfer opportunities in conjunction with the company's development needs.
Turning off other businesses in the medical business unit is a big change for Baidu. So, what does Baidu Medical bring to Baidu? Why is Baidu shutting down the medical department? Why has Baidu been unable to attack the medical market? Does this mean that Baidu Medical has come to an end?
Baidu Medical has brought advertising revenue to Baidu and lost trust.
According to the data, in January 2015, Baidu established Baidu Mobile Medical Division. Through the O2O method, it will join hands with well-known hospitals in China to launch services such as registration appointments. In addition, it will integrate Baidu's original mobile health and mobile medical services.
In fact, Baidu's layout in the medical field has already started in 2010. At that time, Baidu adopted a cooperative approach, such as cooperation with the medical information platform “Good Doctor Onlineâ€, from entry, question and answer to O2O and medical services. Later, he launched his own online medical products “Baidu Healthâ€, “Baidu Doctor†and “Throat Doctor†to find a doctor and doctor.
Baidu's establishment of the mobile medical business unit is obviously intended to grab this tens of billions or even trillions of large market.
Indeed, in the aging society, the gap between domestic medical resources supply and demand is large, the mobile Internet and big data are mature, the era of “mobile Internet+†is coming, the development of mobile medical care is strongly supported by national policies, and Baidu’s mobile is moving. Medical care is a matter of course for Baidu's own situation and the environment at the time.
After the establishment of Baidu Mobile Medical Division, a large number of medical advertisements brought huge traffic to Baidu and became a huge source of Baidu network revenue. For example, the Putian Department of Private Hospitals once became the "big money master" of Baidu medical advertising. Baidu’s advertising revenue has been greatly affected by Baidu’s claim that in order to put an end to false medical advertisements and terminate the cooperation with the Putian private hospitals. Because in 2013, Liang Jianyong, secretary of the Putian Municipal Party Committee, said that Baidu’s advertising in 2013 was 26 billion yuan, and the private hospital in Putian was 12 billion yuan. At the same time, Baidu’s former employees revealed that medical promotion accounted for more than 40% of Baidu’s total revenue.
Baidu Mobile Medical Division also really let Baidu fire a hand, but Baidu fire is not glorious. The two major events of hemophilia and Wei Zexi have caused Baidu's reputation to plummet.
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