In recent years, under the influence of multiple factors such as aging population, increasing work and learning pressure, excessive use of electronic products, and improper use of eyes, the number of patients with ophthalmic diseases in China has increased day by day. The ophthalmic medical industry has a huge patient population and diagnosis and treatment needs that continue to expand, and there is broad room for future development. Live streaming has quickly become a powerful tool to stimulate user payment and improve user stickiness with high social customer acquisition and strong consumer stickiness. now has ophthalmology companies entering the live streaming market, and the form of ophthalmic surgery + live streaming is leading a new wave of development.
The huge market for ophthalmic medical
Aging, lifestyle changes and income levels have promoted the increase in demand for ophthalmic medical . population aging trend has led to the increasing number of cataracts and cases, and factors such as obesity and staying up late have also made cataracts appear earlier. The popularity of computers and smartphones and the intensification of study and life pressure have led to the increase in the incidence of common eye diseases such as myopia and dry eye diseases year by year.
In addition, the increase in the income level of domestic residents and the increase in medical insurance coverage have also promoted the continuous expansion of the demand for ophthalmic medical services. According to data from the National Health and Family Planning Commission, the number of people with ophthalmology outpatients and emergency wards in China exceeded 100 million for the first time in 2016, with a CAGR of 11.6% in 2005-16; the number of discharges was 4.7 million, with a CAGR of 18.4% in 2005-16, and the growth rate continued to increase.
Ophthalmic medical accessibility continues to improve, and the penetration rate of is showing an increase year by year. is measured by the national ophthalmic outpatient and emergency number of people/total population (each ophthalmic outpatient and emergency number of people per thousand people). domestic ophthalmic penetration rate is showing an increasing trend year by year, indicating that the accessibility of domestic ophthalmic medical care continues to improve.
Difficulty in the development of ophthalmic medical care
Customer acquisition costs are getting higher and higher . The previously growing dividend has brought about a large influx of ophthalmic medical institutions, leading to the current ophthalmic medical market turning from blue ocean into a red ocean, and the competitive landscape has intensified. This leads to changes in the supply relationship and the cost of acquiring customers is getting higher and higher. Many people realize that ophthalmology institutions realize that instead of paying a huge price to acquire new customers, it is better to optimize inventory management and improve existing profit margins.
Customer loyalty is reduced and a new operating model is required. The choice of ophthalmic hospitals has increased, and loyalty has also decreased. If differentiated services are not provided, it will be difficult for existing customers to stay, so they will turn to other institutions. Under such circumstances, in order to protect their own customer resources, many ophthalmology institutions pay more attention to existing users, especially those high-end and high-quality customers. Some institutions will do some activities to promote repurchase, but doing activities is not a long-term solution. In order to enhance customer loyalty, new stock operation models are needed.
The best way for the ophthalmic medical industry to break through the current dilemma is to conduct private domain live broadcast. In private domain live broadcast, the user itself has the attributes of accuracy and intention. Because of the dual blessing of like and trust, the stay time will be longer. This also draws a very important conclusion. Public domain platforms are very important, but public domain platforms are more like using money to purchase traffic, while in private domains, they are more humane, more trustworthy, and accurate traffic, and highly convertible. It can effectively reduce customer acquisition costs and improve customer loyalty.
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