The huge market space has attracted countless medical and pharmaceutical companies and entrepreneurial teams to join the mobile medical APP research and development ranks, such as clove doctor, Chun Yu doctor, family doctor online. Suddenly, it is like a blockbuster, and it has become a hot topic in the investment circle, attracting more and more venture capital.
In 2011, Chunyu Tianxia Software Co., Ltd. received a $3 million investment from Lanchi Ventures. In 2012, the scale of Series B financing has climbed to US$8 million.
At the end of December 2012, the pharmaceutical website Clove Garden also completed the B round of financing, the amount of about 10 million US dollars.
In 2014 alone, there were 37 investments in the mobile medical field, of which 22 were disclosed, totaling 6.341 billion yuan.
According to incomplete statistics, there are currently more than a thousand mobile medical apps in China. But there are very few places where you can occupy a place in the market. Compared with other types of applications, mobile medical APP is a process of “logging in Normandy†because it not only needs to seize user resources, but also “search†medical resources. The foundation of the mobile medical APP is a powerful doctor database resource. Without this large database, the application cannot survive at all. For this, medical or pharmaceutical companies engaged in mobile medical business are inherently advantageous, and for entrepreneurial teams without database support, the resistance and difficulty will be great, because they need to continue to expand Sign a doctor or hospital.
I was asked by a person in charge of a startup that first entered mobile medical care how to deploy my mobile medical business. In fact, for an entrepreneurial mobile medical APP company, if there is no good medical resource precipitation in the early stage, it is best to layout according to the following methods:
First analyze what kind of functions your app wants to have.
At present, the main functions of mobile medical on the market are nothing more than: expert question and answer, appointment registration, health checkup, finding a good doctor, etc. There are also some auxiliary functions: reminders, health information, health malls, pedometers, measuring various body indicators.
The function should not be blind and large, so it seems to be perfect, but it is actually "puffy" and can't be used. Because there is no big database to support the implementation of various functions, resulting in many functions can only be seen, can not be used, is very large impact on user use. Therefore, in terms of function selection, combined with the medical resources already in hand, it is “less and fineâ€, that is, the function does not need a lot, but each function needs to be deep, so that it will become the highlight of the product over time. Users will gradually become dependent when using this feature.
First to layout from a small area
That is to say, if you select a city and expand resources by your own hospital, then your app will easily cover the city, and the success of promotion will be greatly reduced. For example, if your company is in Zhuhai, then you need to delineate the major hospitals in Zhuhai in the early stage, and combine the functions required by your APP to sign medical resources for doctors. Don't think about eating a fat man. After the success of the selected cities, APP has already accumulated a large number of users at this time, and can begin to spread to surrounding cities. It is much easier to expand new fields and medical resources than at the beginning.
Don't "get eager for quick success"
It is extremely unscientific for many startups to show customers too much paid content in order to “cash out†users as soon as possible. The direct consequence of this is that users have not formed a habit of using products. Resist the psychology, the brand of the product has not been formed and is killed in the cradle.
Regardless of whether it is traditional medical care or mobile medical care, "patient disputes" and "medical risks" are permanent topics. Therefore, in mobile medical care, brands have been used for a long time to cultivate users' habits. When your product is deeply rooted in people's minds, users will be 80% successful when they use it repeatedly.
How to do branding and cultivate user habits is inseparable from online and offline publicity, and more is to show free features to users. For example: doctors free questions and answers, expert clinics, free medical examinations, etc., let the user feel the strong medical expert team first, the word-of-mouth communication will soon form a good effect.
There must be people who understand the mobile Internet within the company team.
That is to know how to run the promotion of APP (online and offline), many entrepreneurial companies only focus on technology and research and development, and the shortcomings of operation and promotion are very easy to be ignored, plus many entrepreneurs' bosses are technically born. In the submerged meaning, there is the concept that "the wine is not afraid of the deep alley", and I believe that as long as the product is ready, it is not afraid to push it out. A mobile medical APP, if it can't accumulate seed users for a long time after going online, the "ecosphere" of the application will be destroyed, and the vicious circle will eventually lead to fade out of the user's sight, no one cares.
In short: the layout of mobile medical APP is a long-term business. The life cycle of products can be very long. 2014 is the first year of mobile medical care. Then there is a big gap in user growth, and the momentum of this increase will be grasped in time. It is important to be successful or dying in the process of “collecting the beach†by the startup company.
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