Thoughts on the operation of doctor's information knowledge APP products

Editor's lead: We are all pursuing a healthy life and often search for some learning topics. Based on this demand, Internet medical care is also developing rapidly. From the three dimensions of user demand, product operation strategy and grasping hand, the product thinking of doctor's consultation knowledge is launched. Let's look at interested partners. With the development of Internet medical treatment, the doctor operation in Internet medical treatment is also an indispensable part of the whole operating system. The doctor's operation is mainly divided into two directions. One is to build doctors' IP, enhance doctors' personal value, and finally realize patient flow through doctors' professional knowledge, which mainly represents cases such as Dr. Tik Tok's big IP; The other is based on the doctor's self-growth and learning needs, such as lilac garden, medical pulse, medical field and other apps. This paper mainly focuses on the latter, thinking about the product operation strategy and method of doctor's learning information APP-doctor's station. First, user demand analysis. First of all, let's understand the promotion path of doctor's title: doctor's title is divided into resident, attending physician, deputy chief physician and chief physician, which is the evaluation level of clinical title. After passing the examination, they will be promoted to the next level every five years, and the promotion of professional titles will be limited by time. The following is a typical path to a smooth promotion. Figure 1: doctor's promotion path * The above content comes from the "Evaluation Conditions for Advanced Technical Qualification in Clinical Medicine (Trial)" issued by Ministry of Human Resources and Social Security. Generally speaking, the promotion of doctoral titles requires software requirements at the same time, and it is not possible to immediately promote to a higher title. In other words, it takes at least 15 years to graduate from undergraduate to chief physician. Doctors' long road to medical promotion needs continuous learning, but in the face of busy clinical work, most doctors can only make full use of fragmented time to learn and improve their self-awareness. Therefore, the doctor learning information app came into being. We can understand the needs of doctors at different stages and do fine operations for doctors, as will be mentioned below. Specific to the content planning of the APP, the needs of doctors can guide us to design the content structure. At the same time, combined with Maslow's hierarchy of needs theory, doctors' needs can be roughly divided into the following categories: self-realization: learning courses, big coffee lectures and so on. , get credits and improve professional ability; And by understanding some medical frontier information, we can expand our knowledge and meet the needs of self-realization; Cognitive needs: I read materials in my spare time, search when I see what I am interested in, and I am full of curiosity and exploration of knowledge. Respect: by understanding all kinds of cutting-edge information, users can also form prestige in front of others and meet the needs of respect; Attribution and socialization: users can socialize with others to meet social needs when they see interesting or interesting information; Back to the medical blog station APP, the division of column content structure can basically meet the above needs, such as "dispensing", "top publications", "medical frontier", "humanistic stories" and "case sharing". In the future, some adjustments and plans may be made on the focus of content display. The specific adjustment strategy should be based on the characteristics of its user groups. For example, its user groups account for a larger proportion of learning needs, and natural content display focuses on learning. However, in the home page display, the policy may change. Judging from the user's habit of using APP, the homepage usually slides quickly and the attention time is limited, so the content display focuses on the content that is popular, has high interest points and has low decision-making cost. At the same time, it is worth mentioning that the medical blog station APP can be optimized in the display of the homepage content. It is difficult for users to "connect" their own needs quickly only through the information of titles and pictures, thus reducing the desire to click, which can provide more information, such as the display of theme labels and the display effect of medical pulse. The results are as follows: 2. Analysis of product operation strategy and grasp 1. Product life cycle analysis of medical blog station is a platform for doctors to provide high-quality medical content, practical medical tools, peer communication and career growth services. The medical blog station APP was launched on 20 15. Up to now, there are 2.5 million installed users and more than 2.3 million registered users of the doctor station APP (P.S.202 1 official data). Judging from the growth rate of users, the product life cycle of the medical blog station APP has experienced an introduction period and a growth period, and now it is gradually entering a mature period. Like many mature products, the current medical blog station also faces some operational difficulties, such as the slowdown in user growth and the decline in the activity of existing users. In view of the current situation, when formulating the operation strategy, the operation can consider the following aspects: product level: on the basis of improving the basic functions, constantly improve and enrich the application content, enhance the user experience, and let users feel the value of using APP; User level: finely operate existing users, divide users from registration time, activity and contribution, and then reach and operate different user groups through different operation strategies to create product reputation. New channel level: the full use of private and public domain traffic, a variety of drainage games, including the use of fission tools (task fission, red envelope fission, group fission) and so on. 2. Make sure that the operation strategy points out the direction of operation, and the grasping hand is the force point. Fully analyze the advantages of the product, find out the points that can produce the expected effect, so as to formulate an efficient operation mechanism and send out strength. For example, the clove doctor platform, which continuously produces high-quality content, has the support of a large number of loyal fans and is inseparable from their efficient and professional content production mechanism. In addition, Dr. Lilac will also have a set of explosive content creation mechanisms, including topic planning meetings, content communication research, and hot spot tracking methods. Mature content production mechanism is their operational grasp. Back to the doctor station APP, the content and tools are the values provided to doctors and users. To ensure the stickiness and activity of users, it is necessary to find out the superior value of products and continue to export them. Through the analysis of product content, I think "column" is a starting point that can be focused on. At present, the product has a relatively mature content production mechanism, and PGC and GUC models are adopted to ensure the professionalism of the content. I think we can focus on building an efficient column content dissemination mechanism, so that users can see, learn and appreciate the value, thus forming user stickiness and then sharing and spreading spontaneously. From the simple user behavior analysis, how to establish the internal communication mechanism of the product: In addition to the above-mentioned column content communication mechanism, the refined operation of existing users, creating word of mouth and forming a spontaneous sharing mechanism are another powerful starting point for platform operation. As mentioned in the above article, users are divided according to registration time, activity and contribution, and then different user groups are reached and operated through different operation strategies. However, how to divide users to achieve more effective operation results may require an in-depth analysis of the current user portraits. Here, I first divide users into two categories from the perspective of content creation and content consumption. The former mainly refers to the operation of KOL. The latter can distinguish active users from silent users from registration time, access frequency and access duration. It is worth mentioning that it is a pleasure for many doctors to create doctor IP on mainstream new media platforms (such as Tik Tok), and Tik Tok platform is also accelerating the construction of medical and health ecology, and it also has traffic support for famous doctors and experts, which is a direction that doctors need to consider: on the one hand, using KOL aura can attract more public domain traffic, on the other hand, it is also the charm demand of users in KOL operation (referring to the demand that will not be excessively expected by users, There are two methods mentioned above to break the operation dilemma of product maturity. First, fully understand and analyze their own products, find superior content, use superior content, and establish a smooth content dissemination mechanism to improve user stickiness and promote user sharing; First, refining the operation of existing users, promoting the sharing of active users and activating silent users can effectively improve the daily activity of the platform. We all know that DAU= new users+old users pay a return visit. In the dimension of "new users", other ways of user growth include channel promotion, market promotion and brand effect. Product operation also needs to fully consider the public domain traffic pool, such as B-side institutional cooperation.