5. The "new medical" centered on specialists/specialized diseases will usher in opportunities for value display
The development of Internet medical treatment has proved that not all diseases are suitable for providing services on Internet platforms. Specialization and transformation of specialized diseases are the only way for the next development of Internet medical care. At present, specialized diseases that are suitable for providing medical services through the Internet have the characteristics of long-term and non-critical diseases. They can be completed in the discharge scene, especially in the home scene, to complete part of the inspection and inspection, which requires multiple communication and intervention between the customer and the service provider. Through this model, the cost of medical treatment is greatly reduced, and the benefits of service accessibility are improved. Several dimensions of indicators have been filtered, and which diseases are suitable for the Internet to transform the medical treatment process has been very precise.
These service models of disease treatment and health intervention that have been deconstructed and reconstructed by Internet medical treatment will become the embryonic form of "new medical treatment". With the development of technology, more and more diseases will be applicable. As chronic diseases occupy the mainstream of the disease spectrum, more people are included as service targets. With the coverage of medical insurance, business penetration will accelerate. In 2021, Internet medical services will become the new normal of medical services just around the corner, and will accelerate to become the mainstream mode of medical services in the future.
In the process of the rise and popularization of the "new medical" model, the corresponding supervision and management system urgently needs to be matched. Because traditional supervision methods and systems are based on traditional medical models, many new scenarios and services cannot be covered. It is predicted that a batch of policies and regulations will be issued in 2021 to keep up with the evolution of the industry.
6. The relationship between doctors and hospitals will change
Although during the economic downturn, American doctors tend to reduce their independent practice and return to hospitals as employee doctors. But for Chinese doctors, personal consciousness has just risen. With the diversification of Internet service scenes and the trend of doctors' personal branding with IP, the relationship between Chinese doctors and hospitals is changing.
Doctors no longer treat hospitals as life-long employment units. There will be more and more job-hopping between hospitals, and more practice becomes something that can be put on the table. In 2021, more and more doctors will make personal brand building a part of their daily work, including popular science promotion, small videos, live broadcasts, online consultations and other methods.
Promoted by multiple reasons, hospitals will also accept the reality of reduced control over doctors, allowing or even helping some doctors to increase their influence, thereby helping hospitals establish their brand. There will also be more and more alliances and referrals between hospitals, helping doctors expand the scope of practice options through medical consortia and other means, so as to keep customer traffic in their own ecosystem.
Regard customer resources and trust relationships as the most important assets. What are the most valuable assets of hospitals in the past? They are often powerful doctors or academic leaders, followed by special equipment. Most hospitals do not have the concept and ability to manage customer value. With the marketization of medical services and the evolution of business ideas, some hospitals have gradually begun to attach importance to customer resources, and even deploy CRM customer relationship management systems to improve their understanding of customer needs and strengthen contact with customers.
However, the threshold of medical services is very high, there are not enough customer resources, and trust relationships must be established. Brands that can entrust life and health need word-of-mouth communication based on personal endorsement, and pure advertising or packaging is powerless. The operation of medical institutions and the trust of customers are a blue ray, requiring long-term continuous improvement of medical technology and service experience, while at the same time walking on thin ice, because it takes a long time to build trust, and it only takes a moment to destroy trust.
In 2021, more and more medical institutions will look inward, spend more energy on existing customers, awaken old customers' repurchase through optimized service experience, innovative services and products, and acquire new customers through the trust endorsement of old customers . This is the right way for medical services to operate on customers.
In short, the impact of the COVID-19 epidemic on the medical industry is long-term and far-reaching, and some changes will not fade away and become the new normal. 2021 is still a difficult year, but as a practitioner, "Never let a crisis go to waste" do not let the crisis go to waste. The general development trend of some industries is already very clear, and we should take advantage of the situation and act quickly. Only by one day in the future can we not regret all the efforts we have made today.
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