Byte s Encyclopedia Famous Doctor Gateway Stopped? What is the way out of Internet medicine?

Recently, according to a report by Health News Consulting, ByteDance's previously wholly-owned Baike Famous Medical Network has ceased operation; Almost all of the original 5 co-founders and the original team of the Encyclopedia Famous Doctor Network have left, and only a few personnel are still working in the byte system, participating in the review of Douyin medical content.

At the time of the news circulation, after the official website of the Encyclopedia Famous Doctor Network was opened, there was only a simple page of text left, and part of the content still recorded its past, "producing and producing medical and health science knowledge that ordinary people can understand, use, and effective......"Other than that, I couldn't find any other redirectable entrances.

In response to this matter, Xiaohe Health responded on February 3In order to better adapt to business needs, the products and brands of Encyclopedia Famous Medical Network have been upgraded to Xiaohe Medical Dictionary in early 2021 to continue to provide users with the content services of medical science encyclopedia. Xiaohe Health is a health brand under ByteDance.

Founded in 2010, the Encyclopedia Famous Doctor Network once had a unique and authoritative position in the industry and was the largest professional medical science knowledge content platform in China.

In May 2020, ByteDance wholly acquired Encyclopedia Famous Doctor.com. It is understood that the Encyclopedia Famous Medical Network, which was established in May 2010, is one of the largest professional medical science knowledge content platforms in China, and has also been the only designated ** of the "National Health Commission Authoritative Medical Science Popularization Project". It has been reported that before the acquisition, the annual revenue of Encyclopedia Famous Doctor Network was as high as hundreds of millions of yuan, and other search engines were its customers and had made profits. After being acquired, at the beginning of 2021, the Encyclopedia Famous Medical Network was officially incorporated into the ByteDance system, and the business of the Encyclopedia Famous Medical Network was transformed into the "Xiaohe Medical Codex", which became the content infrastructure of Xiaohe Health. In the process of upgrading the Encyclopedia Famous Doctor Network to Xiaohe Medical Codex, the monetization of Internet medical science content is also changing.

Xiaohe Medical Dictionary is just another name for Encyclopedia Famous Doctor Network. According to a report by Cover News in February 2021, on January 30, 2021, "Xiaohe Medical Codex" was released to the public as a medical science content platform, and it has more than 3With 20,000 health science entries, Xiaohe Medical Dictionary has been upgraded from an encyclopedia of famous doctors. Therefore, in layman's terms, the popular science content displayed by Xiaohe's medical dictionary comes from the encyclopedia famous medical network in the past, and ByteDance's acquisition of the encyclopedia famous medical network is buying this part of the intellectual property rights. This acquisition is not so much a milestone for the Internet giants to enter the medical field, but rather a 500 million yuan purchase by ByteDance20,000 entries, with an average price of 150,000 may be one of the best in the Chinese world.

According to a May 2020 report by Caixin, ByteDance told reporters that the acquisition of Encyclopedia Famous Doctor Network is to build a platform content ecology, and Encyclopedia Famous Doctor Network will inject medical science content into ByteDance's products such as Toutiao, Douyin, and Watermelon**, and ByteDance has no plans to make more layouts in the Internet medical field.

In layman's terms, the popular science content displayed in Xiaohe's medical dictionary comes from the encyclopedia famous medical network in the past, and ByteDance's acquisition of the encyclopedia famous medical network bought this part of the intellectual property rights. This acquisition is not so much a milestone for the Internet giants to enter the medical field, but rather a 500 million yuan purchase by ByteDance20,000 entries, with an average price of 150,000 may be one of the best in the Chinese world.

The suspension of the Encyclopedia Famous Medical Network is due to both byte and industry reasons," Shao Qing, general manager of Beijing Pharmaceutical Empowerment Technology, told the reporter of "Science and Technology Innovation Board", "Byte's positioning was not particularly clear when it was acquired, and it may have taken a fancy to its content or doctor resources at the beginning, but later found that it was not lacking in this area, and the weight of the Encyclopedia Famous Medical Network in the medical sector of Bytes slowly declined." ”

However, it is not the Encyclopedia Famous Doctor Network that is not doing well, and there is great uncertainty in the development of the entire Internet medical treatment. Shao Qing pointed out a more serious problem, "In fact, medical content such as medical science is very important, but it is difficult to become a drainage thing independently by content alone, and it is more necessary to cooperate with the platform, but after a long time of cooperation, it will slowly become an affiliated existence, although this is very cruel, but in fact it is true." ”

The reporter of the Science and Technology Innovation Board found that in fact, before the closure of the Encyclopedia Famous Medical Network, the decline of another large-scale medical science popularization platform that can compete with it, "Medical Microvision", has conveyed the difficulty of the industry.

Hua'an** statistics show that in recent years, China's Internet medical care has maintained rapid growth, but from the perspective of subdivisions, the Internet medical ** consulting field, where the Encyclopedia Famous Doctor Network is located, is still in the early stage. Compared with pharmaceutical e-commerce, Internet commercial insurance and other fields, its market size is low in the same period.

The market size of medical science popularization is not large," Zhao Heng, founder of Latitude Health, a medical strategy consulting company, told the reporter of "Science and Technology Innovation Board" that because prescription drugs cannot be advertised, the essence of medical science popularization is the investment of pharmaceutical companies to doctors.

In fact, the original payers of the medical science popularization platform are rapidly withdrawing, and their income** is getting narrower and narrower, which exacerbates the current situation that it is difficult for them to self-hematopoiesis. Shao Qing pointed out that the industry ecology is changing.

Some professionals also said that Internet medical treatment seems to have become an inevitable way to sell drugs, such as Jingdong Health, Ali Health, etc., but the professional medical science popularization of Encyclopedia Famous Doctor Network makes the audience not large, so this road is not necessarily suitable for Encyclopedia Famous Doctor Network. If ByteDance wants to take the road of medical care, perhaps the exploration of new models is more important.