一、互联网医院行业概述

Internet hospitals refer to medical institutions that use Internet technology and platforms to provide patients with services such as remote diagnosis and treatment, health management, and drug distribution. Internet hospitals can be divided into two modes: one is the Internetization of physical medical institutions, that is, on the basis of the original physical hospitals, Internet medical services are carried out, such as Ping An Good Doctor, Ali Health, etc.; the other is relying on physical medical institutions The Internet hospital established by the institution establishes a virtual medical service platform through cooperation with physical medical institutions, such as Weiyi and Doctor Dingxiang.

The development of Internet hospitals in China has been driven by policy support, technological progress, market demand and other aspects, showing a rapid growth trend. In 2022, the market size of China's Internet hospitals will reach 90 billion billion yuan, up 50% year on year. As of June 2022, the country has approved the establishment of more than 1700 Internet hospitals, the initial formation of online and offline integrated medical services. Among them, Shandong, Guangdong and Jiangsu are the most distributed, and more and more public hospitals and private enterprises have joined the army of Internet hospitals.

The development of Internet hospitals has brought many benefits, such:

It provides patients with more convenient, more efficient, and lower-cost medical services, alleviates the problems of difficult and expensive medical treatment, and improves the patient's medical experience and health level.

It provides doctors with a broader, more flexible and more diverse working platform, expands their business scope and income sources, and improves their career development and satisfaction.

It provides more diversified, more innovative and more efficient operation mode for medical institutions, expands the service content and market coverage of medical institutions, and improves the competitiveness and profitability of medical institutions.

It provides richer, deeper and more accurate data resources for the medical industry, promotes the digitization, intelligence, standardization and standardization of the medical industry, and improves the management level and service quality of the medical industry.

Challenges of 2. Internet Hospital Industry

However, Internet hospitals are also facing challenges such as fierce competition, insufficient consumer awareness, inconsistent service quality, and imperfect supervision. They need continuous innovation and optimization to improve user experience and satisfaction and enhance market competitiveness. Specifically, the main challenges facing the Internet hospital industry are:

市场竞争日趋激烈。随着互联网医院的数量和规模不断增长，市场竞争也日趋激烈。互联网医院之间需要在用户获取、服务质量、价格策略、品牌形象等方面进行差异化和优化，以获得更多的市场份额和用户忠诚度。同时，互联网医院也需要与传统医疗机构、其他互联网平台、药品零售商等进行合作或竞争，以构建更完善的医疗生态系统，提升自身的核心竞争力。

消费者认知不足。尽管互联网医院的知名度和使用率逐渐提高，但消费者对互联网医院的认知仍然不足。一方面，消费者对互联网医院的服务内容、流程、标准、费用等方面缺乏清晰和准确的了解，导致消费者对互联网医院的信任度和满意度不高。另一方面，消费者对互联网医院的适用范围和效果有限。互联网医院虽然可以提供方便快捷的医疗服务，但也存在一定的局限性。一方面，互联网医院主要适用于常见病、慢性病、健康咨询等轻度医疗需求，对于重症、急症、复杂病、手术等高度医疗需求，互联网医院无法替代传统医疗机构的面诊和治疗。另一方面，互联网医院的服务效果受到互联网技术、医疗设备、医生水平、用户配合等多方面的影响，可能出现网络延迟、画面模糊、声音失真、诊断错误、治疗不当等问题，影响用户的使用体验和医疗效果。

The regulatory policy is imperfect. As a new medical service mode, Internet hospital has not formed a perfect regulatory policy and standard. At present, there are still some unclear and inconsistent aspects in the establishment, operation, service, charging and supervision of Internet hospitals, which leads to certain risks in the legality, standardization and safety of Internet hospitals. For example, whether the electronic prescriptions, electronic medical records and electronic signatures of Internet hospitals have legal effect, how to guarantee and define the service quality and responsibilities of Internet hospitals, and how to implement and supervise the data security and privacy protection of Internet hospitals need to be further clarified and improved.

三、通过消费者调研找到市场机会的方法和建议

Facing the challenges and opportunities of the Internet hospital industry, how to find market opportunities through consumer research is an important topic for Internet hospitals. Consumer research refers to the process of collecting and analyzing consumer information through various methods and means to understand consumer needs, behaviors, attitudes, satisfaction, etc., so as to provide basis and guidance for the design, development, optimization and promotion of products and services. Consumer research can help Internet hospitals:

了解消费者的需求、偏好、痛点和期待，以及影响其使用互联网医院的动机和障碍，从而设计更符合消费者需求的产品和服务，提升用户黏性和忠诚度。

分析消费者的行为、习惯、路径和场景，以及影响其选择互联网医院的因素和条件，从而优化用户界面和交互，提升用户便利性和舒适度。

探索消费者的价值观、态度、信念和情感，以及影响其对互联网医院的认知和评价的因素和标准，从而塑造更有吸引力和信任感的品牌形象，提升用户认同感和口碑。

调研消费者的满意度、反馈、建议和投诉，以及影响其对互联网医院的满意度和忠诚度的因素和指标，从而持续改进和优化服务质量，提升用户满意度和推荐意愿。

为了有效地进行消费者调研，互联网医院需要遵循以下的方法和建议：

明确调研目的和对象。消费者调研的目的是为了解决互联网医院面临的问题或挑战，或者发现互联网医院的机会或优势。因此，互联网医院需要根据自身的战略目标和市场定位，明确调研的具体目的和问题，以及调研的对象和范围。例如，互联网医院可以根据自己的服务类型、目标用户、竞争对手等，确定调研的目的是提升用户的使用频率、增加用户的转化率、提高用户的满意度等，以及调研的对象是现有用户、潜在用户、竞争用户等。

选择合适的调研方法和工具。消费者调研的方法和工具有很多种，如问卷、访谈、观察、实验、数据分析等。互联网医院需要根据调研的目的和对象，选择合适的调研方法和工具，以获取有效和可靠的数据和信息。例如，互联网医院可以通过在线问卷或APP内嵌问卷，收集用户的基本信息、使用情况、满意度等；可以通过电话访谈或视频访谈，深入了解用户的需求、偏好、痛点、期待等；可以通过用户行为数据或用户反馈数据，分析用户的行为、习惯、路径、场景等；可以通过A/B测试或多变量测试，验证用户的价值观、态度、信念、情感等。

分析和解读调研结果。消费者调研的结果是一些原始的数据和信息，需要通过分析和解读，才能得到有价值的洞察和启示。互联网医院需要根据调研的目的和对象，采用合适的分析和解读方法，如描述性分析、关联性分析、因果性分析、聚类分析、回归分析等，从中发现消费者的特征、规律、趋势、问题、机会等。例如，互联网医院可以通过描述性分析，了解用户的基本情况、使用情况、满意度等；可以通过关联性分析，发现用户的需求、偏好、痛点、期待等与用户的使用频率、转化率、满意度等的关系；可以通过因果性分析，验证用户的价值观、态度、信念、情感等对用户的使用行为和评价的影响；可以通过聚类分析，划分用户的不同细分市场和用户画像；可以通过回归分析，预测用户的未来行为和需求。

提出和实施调研建议。消费者调研的最终目的是为了提升互联网医院的产品和服务，增强互联网医院的市场竞争力。因此，互联网医院需要根据调研的结果，提出针对性的调研建议，并将其转化为具体的行动和措施，以实现调研的目的。例如，互联网医院可以根据用户的需求、偏好、痛点、期待等，设计更符合用户需求的产品和服务，如增加或优化功能、界面、交互、内容等；可以根据用户的行为、习惯、路径。

四、尚普咨询公司的消费者调研服务案例

尚普咨询公司是一家专业的消费者调研服务提供商，拥有多年的消费者调研经验和专业的消费者调研团队，为互联网医院客户提供了全面的消费者调研服务，帮助客户找到市场机会和解决方案。以下是尚普咨询公司为互联网医院客户提供的消费者调研服务的一个案例：

客户背景：客户是一家依托实体医疗机构设立的互联网医院，主要提供远程诊疗、健康管理、药品配送等服务，目标用户是中老年人和慢性病患者，竞争对手是其他互联网医院和传统医疗机构。

调研目的：客户的调研目的是了解目标用户的使用互联网医院的需求、行为、态度、满意度等，以及影响其使用互联网医院的动机和障碍，从而为产品和服务的优化和推广提供依据和指导。

调研方法：尚普咨询公司为客户采用了多种调研方法，包括在线问卷、电话访谈、用户行为数据分析、A/B测试等，共收集了1000份有效的用户数据和信息。

调研结果：尚普咨询公司通过分析和解读调研结果，为客户提供了以下的主要洞察和启示：

The target user's demand for the use of Internet hospitals is higher, but the frequency of use is lower. The survey results show that 80% of the target users said that they have the need to use Internet hospitals, mainly for convenience, speed, time and cost saving, but only 20% said that they use Internet hospitals more than 3 times a month, mainly because they do not have enough trust and satisfaction with the service quality, safety and effect of Internet hospitals, or they are not familiar with the service content, process and cost of Internet hospitals, or they are not proficient and adaptable to Internet technology, equipment and operation.

The behavior of target users using Internet hospitals is affected by many aspects, mainly service type, service quality, service cost, service evaluation and so on. The survey results show that 60% of the target users said that when choosing to use Internet hospitals, they will consider whether the types of services that Internet hospitals can provide meet their own needs, such as whether they can provide remote diagnosis and treatment, health management, drug distribution and other services, and whether they can provide professional, authoritative and reliable doctors and medical institutions. 50% said they would consider whether the service quality of Internet hospitals meets their expectations, for example, whether it can provide timely, accurate and effective diagnosis and treatment, and whether it can provide friendly, patient and considerate service attitude; 40% said they would consider whether the service fees of Internet hospitals are reasonable, such as whether they can provide preferential, transparent and compliant charging standards, and whether they can provide insurance, reimbursement, refund and other services; 30% said they would consider whether the service evaluation of Internet hospitals is good, such as whether it can provide true, objective and comprehensive user evaluation, and whether it can provide effective, timely and satisfactory user feedback.

Target users have a more positive attitude towards Internet hospitals, but their trust and loyalty are low. The survey results show that 70% of the target users expressed a positive attitude towards the development of Internet hospitals, believing that Internet hospitals are an innovation and progress in the medical industry and can provide users with more choices and convenience, but only 30% expressed full trust and satisfaction with the services of Internet hospitals, believing that Internet hospitals can replace or surpass the services of traditional medical institutions, and only 10% expressed a high degree of loyalty to Internet hospitals, believing that Internet hospitals are their preferred or only medical service providers.

The target user's satisfaction and recommend intention to the Internet hospital is low, mainly because of the lack of service quality, service effect, service safety and so on. The survey results show that 40% of the target users are not satisfied or satisfied with the service of Internet hospitals, mainly because the service quality of Internet hospitals is unstable, such as network delay, fuzzy picture, sound distortion, diagnosis error, improper treatment and other problems. 30% said that they were not satisfied or satisfied with the service effect of Internet hospitals, mainly because the service effect of Internet hospitals was not obvious, if they cannot effectively solve or improve their own health problems, or need to go to traditional medical institutions for follow-up or treatment again; 20% said that they are not satisfied or satisfied with the service safety of Internet hospitals, mainly because the service safety of Internet hospitals is not guaranteed, such as the legal effect of electronic prescriptions, electronic medical records, electronic signatures, etc. is not clear, or there are risks of data security and privacy protection. In addition, only 20% of the target users expressed their willingness to recommend the services of Internet hospitals to others, mainly because they do not have enough trust and satisfaction with the services of Internet hospitals, or they do not know and are familiar with the services of Internet hospitals, or they do not have special advantages and attractiveness for the services of Internet hospitals.

Research recommendations: Based on the results of the survey, Sunp Consulting made the following research recommendations for its clients:

提升用户的使用频率和转化率。为了提升用户的使用频率和转化率，客户需要提升用户对互联网医院的信任度和满意度，以及提升用户对互联网医院的了解度和熟悉度。具体而言，客户可以采取以下的措施：

Increase and optimize user education and guidance. Customers can provide users with more information and instructions about the service content, process, standard, cost and other aspects of Internet hospitals through various channels and ways, such as publishing more information about the introduction, cases, evaluation, common problems and other contents of Internet hospitals on official website, APP, social media and other platforms, or in the process of users using Internet hospitals, provide more tips, guidance, demonstration, exercise and other functions to help users better understand and familiar with the Internet hospital services.

提高和保障用户的服务质量和安全性。客户可以通过多种措施和机制，提高和保障用户的服务质量和安全性，如提升互联网技术和设备的稳定性和可靠性，避免出现网络延迟、画面模糊、声音失真等问题，或者提供更多的技术支持和故障处理的服务；提升医生和医疗机构的专业性和权威性，如提供更多的医生和医疗机构的资质、背景、经验、评价等信息，或者提供更多的医生和医疗机构的选择和切换的功能；提升电子处方、电子病历、电子签名等的法律效力和规范性，如遵守相关的法律法规和行业标准，或者提供更多的法律咨询和保障的服务；提升数据安全和隐私保护的水平和措施，如采用更高的加密和认证的技术，或者提供更多的数据管理和控制的功能。

Increase and optimize user incentives and rewards. Customers can increase and optimize users' incentives and rewards through a variety of ways and means, such as providing more discounts, discounts, rebates, points, gifts and other material incentives and rewards, or providing more recognition, praise, honor, certificates and other spiritual incentives and rewards to stimulate users' motivation and interest, and increase users' frequency of use and conversion rate.

提升用户的认同感和口碑。为了提升用户的认同感和口碑，客户需要提升用户对互联网医院的价值观、态度、信念、情感等方面的认知和评价，以及提升用户对互联网医院的优势和吸引力的感知和体验。具体而言，客户可以采取以下的措施：

Strengthen and convey the brand image of Internet hospital. Customers can strengthen and convey the brand image of the Internet hospital through various channels and methods, such as clarifying and highlighting the mission, vision, value, culture, story, etc. of the Internet hospital brand, so as to show the social responsibility and value proposition of the Internet hospital and improve the user's sense of identity and trust; or design and optimize the logo, name, slogan, color, style, etc. of the Internet hospital brand, in order to enhance the recognition and reputation of the Internet hospital brand, enhance the user's sense of identity and love.

增加和优化互联网医院的品牌宣传和推广。客户可以通过多种渠道和方式，增加和优化互联网医院的品牌宣传和推广，如在各种媒体、平台、场合上发布更多的关于互联网医院的广告、公关、新闻、活动等内容，以提升互联网医院的品牌的知名度和影响力，提升用户的认同感和关注度；或者利用各种社交媒体、社区、论坛、博客等平台，开展更多的关于互联网医院的互动、讨论、分享、评论等活动，以提升互联网医院的品牌的参与度和口碑，提升用户的认同感和推荐意愿。

Increase and optimize brand differentiation and innovation in internet hospitals. Customers can increase and optimize the brand differentiation and innovation of Internet hospitals through various ways and means, such as providing more service types, functions, characteristics and advantages different from those of traditional medical institutions and other Internet hospitals, so as to enhance the uniqueness and competitiveness of the brand of Internet hospitals and enhance users' sense of identity and willingness to choose; or provide more new, interesting and useful service contents, forms and methods that meet the needs, preferences and expectations of users, so as to enhance the innovation and attractiveness of the brand of Internet hospitals and enhance users' sense of identity and willingness to use.

提升用户的满意度和推荐意愿。为了提升用户的满意度和推荐意愿，客户需要提升用户对互联网医院的服务质量、服务效果、服务安全等方面的满意度和信任度，以及提升用户对互联网医院的服务反馈、服务保障、服务维权等方面的满意度和安全感。具体而言，客户可以采取以下的措施：

及时和主动收集和处理用户的反馈和建议。客户可以通过多种渠道和方式，及时和主动收集和处理用户的反馈和建议，如在用户使用互联网医院的过程中或结束后，提供更多的评价、反馈、建议、投诉等功能，以及提供更多的电话、邮件、在线客服等联系方式，以方便用户表达自己的意见、问题、需求等，以及及时得到客户的回复、解决、满意等。

增加和优化用户的保障和维权。客户可以通过多种措施和机制，增加和优化用户的保障和维权。客户可以通过多种措施和机制，增加和优化用户的保障和维权，如提供更多的保险、报销、退款、赔偿等服务，以保障用户的利益和权益，或者提供更多的仲裁、调解、诉讼等渠道，以维护用户的合法和合理的诉求。

Build and enhance the user's sense of trust and security. Customers can establish and enhance users' sense of trust and security through a variety of ways and means, such as providing more user certificates, expert certificates, institutional certificates, etc., to increase users' trust and confidence in the services of Internet hospitals, or provide more user stories, user communities, user activities, etc., in order to increase users' sense of security and sense of belonging to the services of Internet hospitals.

Research results: The consumer research services of Shangpu Consulting have brought significant effects to customers, such:

Help customers understand the needs, behaviors, attitudes, satisfaction, etc. of target users using Internet hospitals, as well as the motivations and obstacles that affect their use of Internet hospitals, thus providing a basis and guidance for the optimization and promotion of products and services.

帮助客户发现了互联网医院的市场机会和优势，如提升用户的使用频率和转化率、提升用户的认同感和口碑、提升用户的满意度和推荐意愿等，从而为产品和服务的创新和差异化提供了方向和灵感。

帮助客户解决了互联网医院的市场问题和挑战，如提升用户的信任度和满意度、提升用户的了解度和熟悉度、提升用户的保障和维权等，从而为产品和服务的改进和优化提供了建议和措施。