In the mobile business outlet, a company with millions of physician users, are hardly known to the industry. Doctors ' groups for nearly 20 years, started to develop professional desktop software, there were more than 10 years of monopoly in this field; it develops the whole dictionary of medicine, selling 18, still deeply doctors welcome; it helps another well-known domestic mobile company--lilac garden grow. Also, it has always been profitable.
It is gold leaf tiancheng (Beijing) technology company limited (hereinafter referred to as golden leaves). Low profile business for 20 years, Joe l. Tian as the founder of golden leaf recently open to the media for the first time about the growth of the company's website Mai Tong Road. And his views on current mobile business.
Medical pulse pass and become attached to in the pharmaceutical industry began in the "software."
In 1996, the position was formally established in gold leaf dictionary software developers. Two years later, it introduced the first software for medical use--full medical dictionary.
I cannot help mentioning an episode. Allegedly, a rehabilitation physician friend suggested that gold leaf had originally been built around a dictionary of rehabilitation medicine and to make every effort, after that very small branches in the field of rehabilitation medicine, the team quickly adjust the direction, began to attack the foregoing dictionary for all doctors. After more than 10 years of time, which has sold millions. So far, this is still the most authoritative, vocabulary is one of the biggest professional medical translation software, terms 450yuwantiao, covering all subjects allied to medicine, provides great convenience for Chinese doctors in English reading.
For this product, a former software company gold leaf into the field of medicine.
Company positioning
In 2000, the gold leaf has developed a second medical reference software--medication, Assistant clinicians make decisions in 2004, golden leaf has developed a third medical software--King medical literature and meet doctor document querying and management needs.
Drug reference, graduated in engineering physics, Tsinghua University's Joe l. Tian began to read a lot of books on medicine, and cooperation with Chinese Pharmaceutical Association. "Even today, our cooperation with Chinese pharmaceutical association remains the only company doing clinical drug reference software. "Knowledge builds up, Joe l. Tian for years in the process of dealing with medical experts is often mistaken for a major.
"Queen finished the medical literature, and demand for doctors ' clinical and scientific research, awareness is more profound. "Joe l. Tian said.
In 2006, gold leaf from the software to the Internet and start doing Web site. This is actually not a gold-leaf net for the first time. Back in 1999, Tian and his friends attempt to make Chinese medical network (chinayi.com). Later, the bursting of the dotcom bubble, NetEase, Sohu, SINA and other well-known Internet stocks have plunged. "Fell to just think of the Internet not to do something, stopped Chinese medical network for. "
Back to the Internet, Internet tools, but also software thinking--doctors need to pay to use the Web site services, site is still the documentation provided mutual assistance and translation services. In this mode, the site does not pay attention to development of the number of users, tens of thousands of users, 3 million or 4 million Yuan revenue to break even.
Until 2009, one incident has prompted the emergence of Joe l. Tian decided to start Mai Tong, and run them on Internet model. Redo the positioning of the site: the repository as a core around the knowledge base, case information, guidelines, documents and other valuable content to the doctor. Until today, this website, although there have been upgrade and facelift, but the core has remained unchanged.
"Why does the knowledge base? because doctors and medicine, two things which were involved in the medical field the weight ratio is 9:1, the hospital is big medicine is just a small part. "Joe l. Tian explained.
In recent years, gold leaf or cooperate with several advantages of hospital departments, hundreds of clinical data management system was developed. These departments have research funds, the second is in leader-education background, and clinical value of the data. Joe l. Tian believes that with the advent of the age of big data, clinical data will be reflected.
Gold leaf also has made other attempts. For instance in multimedia is hot, its cooperation with the Lenovo computers, developed a normal user-oriented "family doctor". When users feel unwell, you can click on the body position, you will be given advice. Similar ideas, in the age of mobile, there are attempts.
Nearly 20 years ago, gold leaf every step of the growing demand from doctors, its transformation in order to better understand and meet the needs of doctors. Joe l. Tian said from the published medical literature King, gold leaf is no longer just a software company serving doctors, is transformed into a medical information service company, this position has not changed.
Field medical care into the HA, hospitals, doctors, medicines and the five doctors and patients, "user orientation of gold leaf is a doctor that a principal object that corresponds to the medicine. Gold leaf is an expert in using information tools for doctors to provide medical support, medical information services company's core value is, NMT site purpose into words--doctors of clinical decision-making in good hands. "
Battlefield on the Internet from PC to mobile
"Tong" trigger was founded by the 2009 golden leaf and lilac Park "broke up".
"From 2004 to 2009, gold leaf all things related to Internet is at lilac Park, at that time we were the sole partner of lilac Park. "Joe l. Tian recalled.
Medical dictionary is Joe l. Tian and founder Li Tiantian of lilac Park met links. Lee used to be users of the software. At that time, founded in 2000, the dxy is well-known in the medical students in small, appreciate this young man is doing a public service thing (dxy haven't begun the first commercial), for many activities also support the dxy, and Li personally maintained a very good relationship.
"At the beginning, had a very good friend to do that piece (of the Internet), why bother to do it yourself?" Tian said. Later due to the dispute, broke the trust between the two sides, frustrated at the Lee fields decided to do it yourself, "this thing to do medical information service, indispensable to the Internet platform. "
It's hard to say, without the breakup, now what will be the fate of the two companies. Prima facie is that the main customers of the two companies, dxy started with medical students, gold leaf covers the high-end doctor, complementary, synthetic one, doctors will become China's largest import and export company. But this assumption has made that impossible.
In 2009, Joe l. Tian personally led the team to create the hospital Tong. This doctor is a service group, based on the knowledge base Web sites. In this knowledge base, hope every disease will standardization, as customers in the East of Beijing to buy phones, and each phone is a standardized product.
"We will send a six-axis; under each axis is divided into more than 30 multiple layers, each request must reference the latest literature; there are different critical points under, takes 130 points to explain such a thing. In this way, this thing would have been done in a professional. Around the disease site another keyword system, information, the Group associate the relevant elements of the case. "Tian said in NMT, diseases such high development costs of the 600 or so.
In this work for about two years, coincides with the national "863 Program" a subject in medical knowledge and knowledge system of clinical decision making, Tong added, for myself and also for group to do. In this process, the Tong has been part of group support.
"Generally speaking, we are more interested in what kind of value to provide doctors with, serious information, guides, conferences, the knowledge base is a disease, a disease expert to work, to pay royalties. Target specific, deep plowing and is the Foundation of this, does not burn, nor do any promotion, professional reputation in the industry slowly built up. "Joe l. Tian said.
With the growth of NMT, golden leaf has also changed the business model, the website no longer charges, paying attention to the user size and stickiness. "Sell software of model no longer exists as it once was, (NMT) here to a doctor for service users, these users, pharmaceutical companies are more willing to let us help them do the e-marketing service. "
In terms of specific products, golden leaf has had many industry-leading research, but on the mobile side, it punches too late, unfortunately. To use tools, for example, of lilac Park "medication aides" will undoubtedly seize the opportunities. In this regard, Joe l. Tian admits that strategically, the gold leaf did make one error, but he was convinced that the Tong is still plenty of opportunity for the future.
At present NMT mobile services have been increased, core still revolves around the doctor's clinical and research needs. In the eyes of Joe l. Tian, PC and mobile phones, different usage scenarios, meet the needs of doctors.
Joe l. Tian has drawn a lot of tables to analyze medical needs. Products for today's hot companies, he has a deep understanding. Combined with the past more than 10 years of industry experience, his lack of seeing a lot of companies or products, and founder of the Exchange, he has been sharing ideas.
"We have nearly 3 years to develop operating the APP has hundreds of their APP has 6. Strictly speaking, we are not a mobile medical APP, because it does not involve patient population, we have a mobile medical application developers. "
"I want to say is, both in terms of doctors ' clinical needs and research needs, and also in terms of medical students ' learning needs, there are many things to do. Us, then entrepreneurs, many things did not do. "Joe l. Tian said.
Tian said, now, mobile is hot, but the industry as a whole is still at a very superficial level, he had no interest in focusing on peer on the same competition, I just want to continue to do their own thing.
Typhoon
Maitong solved one problem--revenue model.
"From the point of view of the Internet, dxy has certain advantages; but in the e-marketing aspects of consultation, planning and client resources, NMT has more advantages. "Joe l. Tian evaluation said.
"Any part of the medical industry, if doctors and drug companies aside, it's hard to do, even if it has a good platform, final revenue model is to come back to this one. "M3 is in charge of the entrepreneurs, representatives of China Liu Xiaoxing said.
Early Tong tried retail model, and later on the advice of doctors, began working with the firm. At present maitong 80% per cent of the revenues from the world's top 20 pharmaceutical companies. "Retail more laborious, cooperate with the pharmaceutical companies more smoothly, the model has been in use today. "Joe l. Tian said.
In 2004, gold-leaf sales breakthroughs do. Following years, revenue has stabilized at between 10 million ~2000 million. In 2004, Joe l. Tian, development speed is not about the company. In fact, he has achieved the ideal start at the beginning--a House with 5 million yuan in cash. At that time, gold leaf with fewer than 30 employees, and annual profits of more than 5 million Yuan. Less than 3 years to build the world s most lightweight
After entering the medical field, Joe l. Tian spent a lot of time researching the industry and regularly for in-depth interaction with doctors ' groups. In his Office, stacked with all kinds of the latest medicine book, after work, he was buried in the expertise. Affected by this, when his daughter was in College majoring in clinical medicine.
Transformation of the Internet company, NMT rapid increase in the number of employees, but business still rely entirely on its own funds. So when the M3 come to seek cooperation, NMT embraced each other's strategic shareholder, and M3 's business model successfully.
"M3 can give us some help, such as on the e-marketing, they have excellent ability to research, consulting, planning. They are a very successful company. In Japan, 90% doctor is M3 users; globally, the M3 is leading. "
Before finding the NMT, M3 and lilac Park had worked. "Approximately from 2008 to 2013, the M3 's research operations in China has been cooperating with lilac garden. "Led directly to the M3 in cooperation with medical Mai Tong Liu Xiaoxing said.
Before the M3, some other investors have also come, but Joe l. Tian passed does not accept investors ' programmes, as well as their "Internet mentality".
In 2014, the lilac garden, spring rains, registered net respectively won the large amount of financing. Joe l. Tian feel capital chasing passion for mobile medical industry upswing. Fears even though he did not have money will make the opponent beyond ourselves, but in front of huge air, he would hesitate to catch the wind.
"Pigs fly in the air is certainly wrong, fly up easy down hard. Homeopathy for everything, but it should also have a degree, cannot fool ourselves. "Joe l. Tian said.
Enclosure:
Mobile is still a long way to go
Oral/medical NMT founder Joe l. Tian
Finishing/reporter Jing Ye
2014, mobile healthcare industry began to be investor enthusiasm. Money and policies plus a little ability, to start the business people understand this.
But some people confuse the concepts: business certainly does not mean that innovation, entrepreneurship is not equal to finance. Many people venture ran high finance. Of course, some people have a dream, I respect those who have a dream, a man of faith, the pursuit of. You may be saying, Internet startup finance what to do, what company is not financing first and then work?, is a means of financing. Many people think that with money you can do things, but it's not.
Mobile business in the healthcare industry, are shallow level of service, there is no core values. Counseling for consultation, diagnosis in consulting, hospital management after a certain value limitations are also apparent. Patients with "difficult and expensive", considered medical target pain points. But it's not the doctor's pain point, doctor is underpowered, and mobile health and possible lack of physician involvement.
Mobile medical enthusiasm than mobile Internet push, rather than health care reform push. At present most mobile companies as an opportunity for health care reform is more practice, but more is not a great impact on medical practitioners. It at least requires a combination of changes in the environment (title promotion/access to application/grey), changes of patients with doctors changing concepts, concepts such as, truly meaningful. In my view, to move medical effect, more practicing than grading system of diagnosis and treatment, but the classification system of diagnosis and treatment timing of the launch is still unknown.
From the doctor's point of view, low income, work, the strength of the doctor-patient relationship, counted as doctor pain points? those sounds are, but is in fact not so absolute, actual investigations, you know. Moreover, even if these are doctors pain points, you can really solve it?
Entrepreneurship must be positive, but there is a negative side. As far as I know, mobile is so hot, but not many companies are really innovative, unique products or a few unique business model of the company. A lot of people feel like I know a little something, start a business. Spring lilac Park, including our company doctors, there are people to start a business. Many start-up companies mired in the homogenization of competition, development ability. It is hard to form the core of special competitiveness, in particular the distinguished company.
Some companies in the industry have become a lot more money, but the market is far from stereotypes, entrants should seize the opportunity to do their own thing.
I think the real doctor-oriented Internet model does not exist. Here's an adjective--"real doctors". What is a real doctor? ' does not refer to medical students, but the doctor the right to have a prescription, are attending more than doctors. They are for medical purposes to your site, clinical or research, but it's not entertainment. Remove after cock wire, Internet models have held up. Do, requires comprehensive means to operate.
In 2015, after the two sessions, "the Internet +" become hot words. I think, with the aggravation of vertical, the Internet will become a necessary tool in the industry. Who used to be the Internet people to subvert the traditional industry, it is a sort of upside down.
Vertical area at a certain point, so-called value cock wire will be reassessed. Especially when you get the time, when we entered the business model, vertical field differs from the common field, its business model is limited. You have to segment users to, a little bit of a solid. What kind users value. The future will care more about the things you do, your core values are what you can do.
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