The operation of Internet hospitals is a work that needs to be carried out from multiple perspectives with an overview of the overall situation. It is difficult to explain in detail in an article, and the following article should be used as a starting point for the following perspectives. As for the detailed operation, it must be discussed in conjunction with the specific business model before it can be carried out.
At the beginning of the construction of the Internet hospital, it is necessary to do a good job in the top-level design, including clarifying the development direction and positioning of the Internet hospital, and determining the action path, action plan, and action trajectory. Achieve optimization and progress in management, processes and standards, and develop strengths and avoid weaknesses according to their own characteristics. Realize the homogenization of online and offline medical insurance payments, unify the access standards of smart devices, realize the differentiation of service items and level charging standards, improve the incentive and evaluation mechanism, and strengthen effective management.
The construction of Internet hospitals should be based on physical hospitals, so the operation and maintenance of Internet hospitals should also be based on physical hospitals, serving physical hospitals, and the behavior of Internet hospitals should give full play to the advantages of physical hospitals, and the construction of Internet hospitals is to Internetize the business of physical hospitals. In the early stage of operation, Internet hospitals must cultivate user habits, that is, cultivate the habits of doctors and patients.
At present, most Internet hospital construction units have a clear plan and layout for their own Internet hospital function positioning and operation mode. For example, the Shaw Hospital affiliated to the School of Medicine of Zhejiang University, the functional positioning of its Internet hospital is: first, to solve the problems of "three long and one short" (i.e., **, bargaining payment, long waiting time for medicine pick-up, and short time for doctors to see a doctor) in traditional medical services, promote the deep integration of online and offline services, and open up a richer and more diversified development path from the perspective of meeting patients' medical needs and providing more convenient services. The second is to improve the supply capacity and service level of high-quality medical resources of the hospital, improve the overall operation efficiency of the hospital, and enhance the regional influence and support capacity of the hospital. The third is to promote the coordinated development of regional medical care, improve the accessibility, convenience and accuracy of regional overall medical services, improve the medical experience and sense of access of residents, and promote the implementation of regional hierarchical diagnosis and treatment policies.
Departments suitable for online business in Internet hospitals have the following characteristics: first, the supply of high-quality medical service resources is insufficient; the second is the need for long-term, regular use of drugs; the third is the financial burden caused by going to and from the hospital, missing work due to illness, etc.; Fourth, the program is relatively stable after the acute phase control; Fifth, after diagnosis, the dependence on laboratory tests, imaging and other examinations is low. Related departments include: oncology, psychiatry, internal medicine, traditional Chinese medicine, etc.
Most of the well-run Internet hospitals have established independent full-time departments or working committees, equipped with sufficient human resources, and systematically promoted the construction, operation and management of Internet hospitals, providing an organizational guarantee for the sustainable development of Internet hospitals. In addition, some hospitals have set up special operating institutions to publicize and promote the online business of Internet hospitals, and enhance the recognition of doctors and patients for Internet hospitals and Internet diagnosis and treatment.
From the perspective of the organizational and management form of Internet hospitals, the effective operation and management of Internet hospitals will be the top priority of their future work. Generally, in the early stage of the construction of Internet hospitals, the construction and development of Internet hospitals are mainly led by the information department, which is responsible for product function development and information support construction; After that, it will be transferred to the medical department or outpatient department, and the management system and management system will be improved; After the Internet hospital is built and enters the operation and management stage, it is necessary to establish an independent organizational structure system to be responsible for the effective operation and management of the Internet hospital.
The perfect organization and management system can realize the overall management of all work, so that the staff in the organization can perform their duties, avoid prevarication caused by unclear responsibilities, reduce internal friction to a greater extent, and improve the operational efficiency and work efficiency of the entire department.
The first is to strengthen content operations. Through different forms such as short, live broadcast, and health science articles, Internet hospital-related content is disseminated on self-leading platforms such as the hospital's WeChat account to improve user awareness and usage. To increase the publicity of hospitals, on the basis of the first wave of seed users, it is necessary to quickly expand the user base through the platform, create hospital IP, and form a good reputation.
The second is to strengthen the operation of activities. It is mainly to hold large-scale online free clinic activities in conjunction with disease days and holidays, guide patients to pay more attention through various forms of activities, and guide them to carry out services online, so as to enhance patients' participation in Internet diagnosis and treatment. In addition, through community activities, promote the activity of users and continue to pay attention to the account and the specialty of the clinic, and obtain more valuable content, so that the target users can have a better understanding of the doctor's strengths. Finally, through continuous activities, promote users' perception of value, including emotional value and affordable value of stores.
The third is to strengthen offline operations. Carry out accurate education for offline discharged patients and outpatient follow-up patients, and guide patients to visit patients online. It mainly includes: 1) material coverage. Before the Internet hospital is launched, special personnel will be arranged to track and design, customize, send, and lay Internet hospital materials, such as roll-up banner scanning codes, promotional posters, etc., to achieve full scene, full coverage, and in-depth reach to users. 2) Personnel guidance. Arrange full-time medical guides and volunteers to guide patients to operate and use, timely and efficiently feedback and deal with patients' problems in the process of use.
Fourth, innovate customer acquisition methods. Patients in the hospital can be guided online, and marketing fission can be achieved through methods such as "patient referral and commission, and the commission ratio is decreasing step by step", and the number of patients can be rapidly expanded through a higher proportion of commissions.
Fifth, break the limitations of thinking and cooperate with professional third-party operating institutions for business development. At present, some public hospitals have explored cooperation with third parties to promote operations, and have explored some experience from many aspects such as platform development, technical maintenance, and market promotion.
Sixth, build a private domain traffic pool. According to the accumulation of doctors' business capabilities, the strengthening of their areas of expertise, the establishment of personal influence networks, the combing of brand strategies, the assistance of professional communication platforms, interactive operation management, and the transformation of brand value, the IP of doctors is created to improve the influence of doctors. In terms of system functions, the concept of doctor's studio can be added to help doctors manage private domain traffic.
On the one hand, the construction of Internet hospitals adheres to the guidance of patients' needs, continuously optimizes the medical treatment process, innovates the diagnosis and treatment service model, and improves the accessibility of medical services. In terms of the innovation of Internet diagnosis and treatment service models, such as "one-click call for help", "Internet hospital background inspection and supervision", "Internet + nursing door-to-door service", "Internet hospital exhibition hall", "online non-inductive payment", "online consultation of medicine boxes", "patient association" and so on, are worthy of reference and reference in the industry.
On the other hand, to expand the multi-field and multi-dimensional Internet online business with the Internet hospital as the carrier, it is necessary to focus on the following aspects: First, the construction mode of functional blocks should be changed to the perspective of service objects for all ages and the whole course of disease. Second, in the future, the development direction of Internet hospitals will be transformed to the management of the whole course of patients' disease and the health services of the whole life cycle, from online consultation, follow-up and prescription, to the direction of core medical care such as inspection billing, inspection and examination appointment, and bed reservation. The third is to focus on the development of health promotion. Health promotion will explore health management through innovative service models, including health science, health live broadcast, health information, health follow-up and health services.
Whole-course management (referring to the provision of full-cycle standardization for more complex diseases) and the construction of medical alliances are two flowers that have bloomed in the development of Internet hospitals.
The biggest change in whole-course management and traditional medical care is that the clinical team is patient-centered and proactive in providing services, rather than hospital-centric and allowing patients to gather to grab services. However, there are still two major difficulties in practice:
The first is the patient-centered "Internet + whole course management", which cannot be realized at this stage. In terms of conceptual definition, the current general recognition and practice of whole-course management is more of a narrow sense of whole-course management, that is, the management of the whole course of the disease is more limited to patients in our hospital. In terms of development stage, it is still in the exploratory stage, and the focus of the hospital's work still revolves around the construction and effective operation and management of Internet hospitals.
Second, the lack of top-level design and technical limitations are problems that cannot be effectively solved in the short term. In terms of top-level design, the corresponding system and process specifications are not perfect and cannot form a strong support; There are still many technical limitations, such as the lack of information interconnection, the lack of technical security loopholes, and the lack of experts and medical resources involved in the management of the whole course of the disease.
In the face of these two difficulties, there are six ways to solve the problem:
First, clarify the functional positioning and do a good job in hierarchical diagnosis and treatment. The functional positioning of different hospitals in "Internet + whole course management" must be different.
Second, change the concept of service.
Third, promote the process of information standardization and interconnection and sharing.
Fourth, accurately grasp the needs of doctors. The supply side of medical services is the group of doctors, so it is particularly important to meet the needs of doctors for the organic combination of online and offline business scenarios.
Fifth, we should start with specific groups of people and specialize in them, and constantly improve the management system.
Sixth, do a good job in the publicity and education of patient health management and improve patients' ability to manage their own health. At present, most people do not have the concept of health management, and the awareness of pre-diagnosis prevention and post-diagnosis management is still relatively weak, so it is imperative to improve the awareness of patient health management.
The first is to take specialized diseases as the starting point, attach importance to the development of special online services such as chronic disease management, patient follow-up, and home care, so as to further help the construction of specialties and the development of disciplines while ensuring good service for patients.
Second, the future development of Internet hospitals is bound to avoid head-on competition with general hospitals, and the development of specialized hospitals in China is relatively slow, so it is an inevitable choice for Internet hospitals to take the small and beautiful specialty route.
The third is to promote the construction of a close medical alliance in an orderly manner, and the implementation of hierarchical diagnosis and treatment is the top priority of the current new medical reform. One of the most effective ways to promote hierarchical diagnosis and treatment is to take specialty and special diseases as the entry point and strengthen the collaboration and linkage between different specialties, so as to achieve the ultimate goal of patient life cycle management. For example, the active and continuous service model is adopted to formulate a standardized disease course management path for different diseases such as cardiovascular, tumor, and diabetes, and provide the masses with medical and health management services throughout the life cycle from disease screening, to clinician diagnosis and evaluation, to classification, staging, and grading to out-of-hospital follow-up, follow-up, medication guidance, home health monitoring, health education, and lifestyle intervention.
Fourth, pay attention to the operation of specialized departments. At present, some hospitals take individual characteristic departments as the starting point, promote the opening of medical resources of the overall Internet hospital through the pilot results, and promote the coverage of online medical services through the summary and sharing of best practices between the pilot departments and the pilot doctors, so as to enhance the willingness of doctors and patients to participate in business. Taking the Third Affiliated Hospital of Sun Yat-sen University as an example, it takes key specialties as the starting point to drive other departments to promote it in an all-round way. The hospital is best known for its liver disease diagnosis and treatment, and the department has accumulated a large number of repeat patients. At the same time, starting from the Department of Infectious Diseases, we have strengthened the publicity and training of the department, which has effectively promoted the development of the hospital's Internet hospital and realized the promotion role of the hospital from point to area.
The in-depth integration of online and offline is the focus of future service improvement, process optimization, and finally the establishment of a comprehensive service system covering prevention science popularization and pre-diagnosis guidance, diagnosis during diagnosis, and post-diagnosis health care. Most hospitals are limited by their own resources and the degree of data integration of their own information business systems, and services such as online inspection and inspection billing, inspection and inspection appointments, inpatient bed reservations, and nursing home visits need to be further studied, which are also key areas that need to be built and explored in the future. In addition, the integrated management of outpatients and inpatients will also be the focus of online and offline integrated management.
In terms of process optimization, most hospitals have mentioned optimizing the patient medical treatment process and realizing online and offline integrated closed-loop management, but it is obviously insufficient in application practice. The second is to expand and improve online service scenarios and service content, covering the whole process of medical treatment, truly realizing online services for returning patients, receiving more first-time patients offline, and realizing flexible online and offline transfers.
Provide two ideas for combining online and offline services: one is to extend the online service of the market after the physical examination. By carrying out physical examination business to attract and accumulate patients, guide patients to pay attention to the physical examination report or small program, provide report interpretation and consultation for patients with abnormal physical examination, and extend the service chain to online consultation, prescription, etc., and improve patient stickiness through continuous optimization of services. The second is to cooperate with offline physical pharmacies or takeaway platforms to achieve compliance in drug sales. At present, there are many offline physical pharmacies, and some prescription drugs lack prescriptions, and the function of online prescription in Internet hospitals is a better solution.
The first is to strengthen the professional training of medical, technical, nursing and other related personnel. Including unified training, individual training, repeated training, medical technology training, doctor training, training and other types of training, so that medical staff understand the use of Internet hospital operation rules, in order to better promote publicity.
The second is to reasonably arrange doctors' online and offline office scheduling plans, which not only ensures the enthusiasm of doctors to participate in online diagnosis and treatment services, but also does not excessively increase the service intensity of doctors; Through a variety of ways, including performance tilt, doctor publicity, and creating the image of doctors, the enthusiasm of doctors to participate in Internet diagnosis and treatment is greatly enhanced.
The third is to establish and improve the performance appraisal and evaluation incentive mechanism, and improve the evaluation and incentive system for doctors. The assessment and evaluation of doctors mainly revolves around the three dimensions of doctors' workload (including online follow-up, remote imaging diagnosis, remote pathological consultation, remote consultation, Internet + nursing and health consultation, etc.), response speed, and patient satisfaction, and at the same time, Internet diagnosis and treatment is promoted as the annual performance goal of the department. At the same time, a sound incentive system should be formulated, such as rewarding medical staff in different categories such as order ranking, excellent cases, and satisfaction evaluation, so as to improve the enthusiasm of doctors to participate.
First, the current cognition and needs of Internet hospitals have reached a consensus, Internet hospitals and offline physical hospitals are developing vertically and horizontally towards the goal of whole-course disease management, and are also forming unique regional medical centers, which also have their own advantageous application fields, and have the basis of classified services. Pooling valid data for disease prevention; Throughout the management system, the whole process of quality supervision; Smooth service channels, convenient hierarchical circulation, and truly give full play to the advantages of "Internet + medical health".
The second is the exploration of digital technologies, such as 5G, blockchain, artificial intelligence, and the Internet of Things, in new diagnosis and treatment models, breaking the limitations of time and space, allowing digital technology to help eliminate the troubles caused by the fragmentation and imbalance of medical resources, truly opening up the last mile of high-quality medical resource services, and realizing the demand for medical treatment at home. This includes: (1) digital technology enables the interconnection of data and information and the integration and sharing of resources. (2) Deep integration and application of digital technology and medical care. We will give full play to the integration of medicine, informatics, management and other advantageous disciplines, and actively use big data, Internet of Things, artificial intelligence, blockchain, 5G, smart wearable devices, etc., to help improve the overall diagnosis and treatment of diseases, and provide patients with more extensive and accurate services. (3) Big data analysis empowers various fields such as clinical diagnosis and treatment, refined management, and scientific research. For example, AL-assisted diagnosis in remote diagnosis, the integration of supporting resources around the whole life cycle management, the use of continuous dynamic and continuous medical and health data for personal health risk assessment** and proactive services.
Some Internet hospitals have begun to explore the establishment of a regional Internet hospital ecosystem, entering a new stage of building an integrated ecology of regional medical and health services. By building a full-process mobile smart medical service system and a regionally integrated medical and health service ecosystem, it will help the implementation of regional hierarchical diagnosis and treatment. Among them, the diagnosis and treatment platform led by the first has played an interconnected advantage in the formation of the Internet regional medical network and the online settlement of medical insurance.
The exploration of various forms such as regional medical care and medical alliances has brought impetus to the implementation of Internet + medical health. With the help of the synergistic relationship of the medical alliance and the use of the Internet platform, hierarchical collaboration is realized, such as remote consultation, remote joint outpatient clinic, two-way referral, specialist skills training, etc. The co-construction and development of Internet hospitals and medical alliances have enabled the deep integration of online and offline, in-hospital and out-of-hospital businesses, the efficient and orderly sinking of high-quality medical resources, the exchange and sharing of diagnosis and treatment information of medical alliances, and the seamless connection of two-way referrals, which has greatly improved the overall service capacity of regional medical services and effectively promoted the homogeneity of regional medical service levels.
In the future, the focus of the work of Internet hospitals must be to actively promote regional medical coordination and linkage while improving hospital services, promote medical cooperation between hospitals, family doctors and primary medical institutions, promote the sinking of hospital medical service resources, realize the connection and collaborative interaction of patients in the process of medical services in upper and lower medical institutions, and implement hierarchical diagnosis and treatment.
The above are some of our superficial ideas, and we encourage you.
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