When discussing the private domain of medical and health industry, there will be many different angles because of the particularity of the industry. If the guidance of the most important behaviors of users in the industry or concerned about private domain, the external market will refer to the promotion of re purchase.
We can see the shadow in Roche's health private domain case: private domain users change from domestic detection frequency to weekly 4 times a week; 6 months of re purchase from 32% to 52%; The rate of re purchase of sample drugstore is up to 91%, which has nearly doubled. To achieve these, and a set of management system optimization closely related.
These data are not to praise the good sales - the starting point of the medical health industry, especially Roche health, must not work for private operation, but because the patients need corresponding and professional services.
Take diabetes as an example, China estimates that there are 161million diabetics in 2019, 56% of them have not been diagnosed, and 60% of the confirmed population do not meet the control target requirements given by doctors. Their troubles are also multifaceted. They have to face many decisions on their own every day, and basically there are about 100 decisions in their lives every day. And these decisions can have a scientific and relatively reasonable management mode. Private domain is just a way to personalize, serve patients well, and bring better returns to enterprises.
Wang Yigu, marketing director of Roche health care department, said that there are two main ecological environments for diabetes management: the first is hospital (treatment scenario), the other is home (management scenario), which is very likely to cut into private user management from the latter. All of these work, values are based on the needs of patients first, starting from the needs of patients.
Li Gang bin, CEO of Jingli technology, said that there are three important points in digital medical management and patient service: first, good doctor-patient interaction, strong data traceability and analysis ability, and the third is sound compliance assurance. Three points constitute the basis of private domain management.
This is one of the rare and open private cases in the medical and health industries. From the third private domain flow conference, Roche health and Jingli technology took slow disease management as the starting point to make a private case review, which involved the different key points and difficulties of this management system. Today, the medical and health industry has been exploring private domain play, we can get strong inspiration from Roche health case（ In the background of the official account, PPT and playback will be able to get a full set of PPT and video playback links.
See the fact that the two guests share the actual record to do a centralized sorting. The previous situation is less described. We may wish to use the text record to see what the case brings to the whole industry. As follows, enjoy:
On the digital of private domain in the management of chronic diseases
Wang yitoug, marketing director, Roche health care department
Hello, Roche health is a traditional medical enterprise, and it is a private attempt in industries that seem to have little relationship with you. The slow disease management industry is a very typical vertical industry, there are many kinds of chronic diseases, such as "three high", respiratory diseases, and so on.
Take diabetes as an example, China estimates that there are 161million diabetics in 2019, 56% of them have not been diagnosed, 60% of the confirmed patients fail to meet the control objectives given by doctors, which leads to the slow and bad condition. If 70% of the diabetics are not well controlled, they will eventually lose sight, be amputated and even die, which is a disease with high mortality rate.
According to statistics, the average group spends more than 6000 yuan per person on diabetes every year, and the incidence rate of diabetes is also significantly younger after a certain change in diet structure.
The trouble of diabetes patients is also multifaceted. In China, the time for visiting most public hospitals is five minutes and ten minutes for one outpatient visit and doctors. The average time to meet doctors in a year will not exceed 2 hours. But a diabetic has to face many decisions on his own every day, and basically there are about 100 decisions in life every day.
And these decisions can have a scientific and relatively reasonable management mode, rather than shoot the head or life experience to decide. However, the standardized management of diet / exercise is significantly lacking. These patients don't know what to do, and the "various" secret recipes in the market are difficult to distinguish. It is difficult for patients to judge what kind of things can help them manage diabetes well.
People are inert. If management can not see good results in the short term, it may be difficult to stick to it by themselves. Slow disease management needs self motivation and continuous promotion behind others.
There are two main ecological environments for diabetes management:
The first is the hospital (treatment scenario). As a patient, go to the hospital and see a doctor. The doctor tells you what to do, what medicine to take and take the medicine home. In this ecological scenario, doctors are at the core, and the national health care is paid. Most people have a strong faith in doctors' decisions.
The second is at home (managing scenarios). Except for two hours of one year's visit to the hospital and doctors, the rest of the time is at home. At home, the core of the scene is the patient or family, patient friend. At this time, it is to manage their own lifestyle, and the product line is very rich, including medical devices, health products, food and other related products, most of which are at their own expense.
The premise of our private domain user management is to find that it is very possible to cut into private domain user management from the home management scenario. As the extension of private user management, it is very important to cut in the scene at home, how to cut doctors into this scene for better professional management, and finally to enter the hospital. All of these things we do, our values are based on the needs of patients first, starting from the needs of patients.
It is not to open a private domain for private domain operation, but because the patient has this demand, and finds the best matching way of the market, which can bring better returns to the enterprise.
About five years ago and ten years ago, traditional manufacturers would have CRM system (Customer Relationship Management). Traditional CRM method is that users purchase at retail point (e-commerce, drugstore, etc.), so users are required to upload the purchase information to the system, and then generate points for purchase after entering the system, and give back gifts and interests to certain points.
The problem is that the frequency of each product purchase is different - the medical device industry purchases twice to six times a year, which is a very low frequency contact. It is very difficult to make brand influence on consumers with these opportunities when contacting consumers from the traditional CRM perspective.
From traditional CRM to private digital management, the original intention is to change low frequency contact into high frequency contact. In fact, users need to manage every day. High frequency contact is to use daily management to help him, influence him and interact with him. From six contact attempts a year to 100-200 contacts a year. This contact is more likely to influence his ideas and methods, change his behavior, and finally help them and help their business.
Our private domain digital user management is mainly completed through the following sections:
First, flow introduction. We are doing the jowl, tiktok and Xiaohong. Jitter is a very popular platform for all tiktok users. Xiaohongshu is the main female, they are the decision-makers of the family; Know the main male.
Tiktok is our source of public traffic and tiktok is very good. In the official account of the vibrant voice, the proportion of the elderly over 60 in our account is over 65%.
We are also doing live patient education, inviting doctors to tell patients how to manage diabetes, chronic diseases and "three high".
In addition, LBS technology positioning applications, in some designated places to the people who want to circle, ultimately presented to wechat friends circle advertising for docking.
There are also market activities, with the number of people settled in wechat as the activity indicator. The sales channel is the most important source to give up, such as pharmacy sales and e-commerce sales.
Second, it is deposited into wechat. The focus of marketing activities and sales activities is how to deposit the flow into wechat. From the function of wechat, it is enough to manage these patients by digital way.
Third, undertake. Need to find a third-party professional team, or private domain operation is very good operators to undertake the user volume. In addition, we require all front-line sales and customer service personnel to manage their users one-on-one; At the same time, the middle-level managers in the enterprise are required to manage users. This group of users can be about 200, so as to understand the real needs of users from the contact with daily users.
Fourth, empowerment. Content empowerment, such as tips, graphics and text, short video, live broadcast, UGC, etc; Personal management tools, including integral punch, electronic files, etc., encourage users through integration; Service system, including re diagnosis reminder and equipment detection, is a marketing calendar placed on the system, and each front-line personnel communicate with users through marketing calendar; Digital analysis is the most important. Every front-line personnel should learn to see data and manage these users with data.
Fifth, core indicators. The big logic is to change from low frequency sales contact to contact that affects user life at high frequency. The assessment focus is on the stability of patients' condition first, and then whether the frequency of management action is enough.
Through the optimization of this management system, our private domain users have changed from domestic detection frequency to weekly to Thursday; The six month re purchase range from 32% to 52%; The rate of re purchase of sample drugstore is up to 91%, which has nearly doubled.
In the private domain operation, we also see many pain points and problems. Finally, we share the difficulties and key points of digital private domain of traditional enterprises
1、 The concept changed from selling products to managing people.
Sales must be a logical thing, because the management is good and natural, not because the purchase generated is managed in turn. Only through such management logic, the core indicators will be determined by the overall team to the user management perspective.
2、 Private domain user management is not a single department project.
I heard a very classic saying before: "if the private domain operation team is a group under the marketing department called private domain operation, private domain operation cannot succeed in this enterprise". Only after everyone in the enterprise has the awareness of private operation, this matter can succeed. The change of consciousness seems to me to be the most important thing.
3、 Accumulate victories to enhance digital awareness.
As a traditional enterprise, many front-line personnel do not understand and can not see the number, do not understand the significance of digital management. From the perspective of sales, it is still necessary to tell them what kind of results can be obtained through such management and what kind of help they can get for business and bonus through such management. Otherwise, most traditional enterprises' people will enter private domain management without digital awareness, which may be difficult.
4、 Iterate tools and products continuously according to user needs and feedback.
The user needs are constantly changing. The first starting point of this logic operation is where the user needs and whether the users need management. Therefore, middle and high-level cadres in the front line need to think about ways to iterate tools and products in the user changes.
5、 Work with good partners.
Private domain user operation and digitization are not achievable after project initiation, but relatively long-term events. Tools need to be iterative. Requirements, internal management and market are changing. Good partners must join in this market.
02 innovation and practice of private digital in health management
Laigangbin, founder and CEO of Jingli Technology
Our common training camp includes weight loss camp and learning camp. In fact, there are similar training camps in the pharmaceutical industry. Under the premise of the whole medical health management, we design services. The "light sugar training camp for glucose meter" we do for Luo health is.
First, the diabetes patients were guided to WeChat by the user of blood glucose meter and the official account of tweets.
Then, the users are operated by wechat and community. In the first stage, the group of classes was used to organize the card punch card of sugar friends. After 28 days, the theme community was reorganized; In the second stage, user type management, such as type 1, type 2, gestational diabetes and pre sugar, organized and established the theme community of classification based on these four categories, and conducted training camps of different periods and lengths.
There are four key points that are very important in our health management area:
1、 Patient recruitment. There are many constraints and professional requirements in this area, such as compliance, patient data privacy security and medical access requirements. The technology corresponding to blockchain ensures the security and traceability of the data privacy at the bottom of the patient. All the underlying infrastructure must help customers build deep capabilities.
By providing medical qualification similar to Internet, it helps medical device enterprises and pharmaceutical enterprises form a closed-loop, step by step, building their capabilities in vertical fields.
2、 Layered management. Different operation methods of patients are different, and the key point is to understand the status of patients' disease, whether they are high-risk patients or potential complications.
3、 Blood glucose is punched. In the community and management training camp, the blood glucose "punch" camp adopts the small program recording tool of card punch, and controls sugar management mainly through meals, sports, blood glucose monitoring and blood glucose education. It also has developed regular micro classroom, regular answering activities, professional knowledge sharing and other irregular activities, including automatic and timely answer settings.
4、 Reward mechanism. It includes different stages of material incentives with different gradients, and spiritual incentives in certificate and new media. Among them, there are incentives for doctors, patients and family members. These mechanism points will directly affect the success or failure of the whole private area.
The effect of using wechat and private domain to do diabetes management is very exciting. The awareness and frequency of blood glucose monitoring of patients are significantly improved, and the consumption of test paper has increased by 2.5 times.
Jingli technology is based on the whole medical and health management, and the digital service platform centered on patients. The bottom layer is enterprise wechat, which has made many vertical applications and module design on the enterprise wechat.
In this service platform, doctors and nurses are the management participants in the hospital, and there are assistants, health managers and Koc outside the hospital; The management service is for the patient family besides the patient.
If our users are cancer patients, the information received must be filtered. If the information doctor or health manager involved in very serious cases should not say to the patient in the first time, indirect and patient family members will be more effective. Although all are doing private domain, the user's choice will directly determine the effect of private domain management.
In the field of health management, it is important to choose the right service time, and the service effect is different from each other. Wechat has been very strong in the management service carrier and form.
In the management mechanism, different vertical industry objectives are different. At first, the private domain is mentioned, and the consumer retail will be said to be for selling goods; But the whole health management industry should have medical effectiveness, economic sustainability and risk control compliance.
The indicator is medical effectiveness, whether continuous blood glucose management is effective, whether blood pressure management is good, whether sleep quality is continuously effective, whether skin diseases have improved. Only in the premise of medical effectiveness, the economy and cure can be discussed. Only when the whole user LTV can be calculated, the provision of doctor-patient service is efficient and the economic model is positive.
Risk control compliance is a very important point in the field of health, including the whole patient privacy and doctor compliance services. How to control the operation service mechanism from the bottom to the upper level. To ensure the continuous medical service is benign and goodwill, rather than simply make the enterprise wechat into the so-called flow pool for harvesting, the key is how to build a healthier and sustainable enterprise wechat and private domain