"H Doctor Online" Marketing Strategy Optimization Study

In our country,with the development of the economy and the improvement of living standards,the people's demand for medical resources is increasing day by day,and the problem of scarcity of medical resources is increasingly serious.Under the current medical system,the lack of medical resources is mainly reflected in the following two aspects: First,the existing medical resources in the country are insufficient,and the distribution of medical resources in urban and rural areas is severely uneven.The second problem is that the distribution of medical resources within the medical institutions is irrational,which leads to the phenomenon of “difficulously seeing the doctor and expensively visiting the doctor”.Therefore,under the premise of the scarcity of medical resources,how to effectively allocate limited medical resources and solve the difficulty of ordinary people's medical care is an urgent problem to be solved.Under this background,the new medical model of “Internet+Medical” is emerging.Online medical care is based on the Internet platform to provide effective communication channels for doctors and patients.Physicians use the fragmentation time to answer questions for online patients,visit doctors and see patients,and they use the fragmentation time to seek medical treatment online,understand health knowledge,and keep abreast of their own health status.This is the appeal of online medical care for doctors and patients,and it is also the source of online medical development.Taking advantage of this business opportunity,many Internet medical companies have emerged,such as mushrooming.“Good Doctor Online” was the first online medical company to release the iPhone app after the concept of mobile medical was put forward in 2011.It is the first online medical platform in China.Therefore,this article takes "Chaodao Online" medical platform as the research object,studies the optimization of its marketing strategy,and is representative of the research of online medical marketing model.This article first uses the PEST theoretical model to analyze the country's policies on online healthcare,the country's macroeconomic environment,social environment,and technical conditions,as well as the external marketing environment of the "Chaodao Online" platform.Secondly,combining the current market status and marketing status of the “Good Doctor Online” platform,we use the SWOT theoretical model to analyze the strengths,weaknesses,opportunities,and challenges of the “Good Doctor Online” platform.Then,the registered users of the platform are investigated in the form of telephone interviews,and analyzed based on the recovered valid data.The target user groups of the platform are locked in,market segments are divided,and an optimization plan for the platform marketing strategy is formulated,ultimately resulting in profitability of the platform.The Sumitomo Corporation and the company's sustainable development made recommendations and references.This article consists of seven parts.The first part introduces the research background,research purpose and significance,research ideas and framework,and research methods.The second part introduces the advantages and disadvantages of online medical services,the rules of user behavior of online medical services and the influencing factors.It introduces the marketing-related concepts and theories applied in this article,provides theoretical support for the marketing strategies used later,and finally introduces medical big data.The relevant content laid the foundation for the analysis of the status quo using the concept of big data.The third part introduces the current situation of “good doctor online” marketing.Through the introduction of the "H Doctor online" platform and products,comparative analysis with major competitors,introduction to the current profitability module and market size,the issues raised in the operation of the platform are raised.In the fourth part,firstly using PEST and SWOT theory,we analyzed the external environment status and internal strengths and weaknesses of “H Doctor Online” and found the positioning of the platform in the industry;secondly,we analyzed and analyzed the data of “H Doctor online” users.The target user group of “H Doctor Online” analyzed the needs of two types of users—the doctor and the patient.Finally,it also analyzes the security issues,channel issues,and data management issues that exist in the current situation of the platform.In the fifth part,according to the 4C theory,combined with the 4P marketing theory model,we put forward the “H doctor online” medical product marketing strategy optimization plan from the aspects of products,prices,channels,and marketing methods.The sixth part,the conclusion of the article,summed up the conclusions of the study,pointed out the deficiencies of the paper and looked forward to the prospects of the "H Doctor online" platform and online medical care.