In the medical field on August 29, the content layout is not new.Recently won the "head content production, gathered popularity on both ends of the patient, the YaoXie enterprise business, find a machine to broaden the market C" business model to become the industry model, and was rushed to imitate the WebMD, for $2.8 billion, a stone up.The entrance to the production of head content is once again fanatical.
The clove garden is the earliest content creator, and now the WeChat public number of the lilac garden has 20 million followers, and the annual reading volume is up to 560 million, ranking the top of the healthy public number.In addition, the clove garden also offers a clove open class and a clove cafe for doctors, trying to create a popular IP for doctors and doctors through live streaming + on-demand "combined boxing".
Focus on the services of a doctor cure, seem more inclined to the high quality of clinical medicine content production, platform don't live there will be a difficult surgery on a regular basis, also from clinical medical training program last year made the world's top limit consultation, program brings together including cummins p. cardiac-specific troponin, blood, dai-ming fan, chang-feng wang li-zhong sun, a large number of domestic leading experts, overturned program before boring way of professional medical theory knowledge training, through the simulation of the professional specialists, with examples of teaching, analyzing difficult-disease debate, form the medical consensus.The ease of broadcasting has been welcomed by many doctors.
In addition to the earlier and medical united layout, micro medical appears more simple and crude, the name has accumulated a large number of middle-aged and old fans whether "I am the doctor", tried to harmonize them by way of naming directly with existing IP head.The doctor's good doctor came, and the official news showed that the first issue was up to 430,000.
In fact, the medical content layout is very early, the popularity of medical knowledge has never been stopped, the form is constantly upgraded, the content is constantly enriched, and the masses are spreading.The original medical content usually in the form of graphic and comic map reading, and now from an era of reading pictures from magazine or advanced to the audition, video and live more popular with the public and medical workers.From the content and the audience, from a previous knowledge is given priority to with patient population in health science, science, medicine, common sense gradually extended to the medical professional level, whether it is a more professional knowledge of popular science or spread to some professional knowledge for medical workers, including the top academic interpretation case discussions and the latest clinical guidelines, clinical case depth profiling, medical frontier academic progress and research papers contribute skills and so on.
In any form, the content layout of mobile medicine has always existed.Why should families continue to build on the content industry and try to grab the IP?From industry, medical content consumption is one of the entrance, starting from the user requirements, build and perfect the content consumption, medical services, artificial intelligence, drug trade, insurance and other mobile medical complete closed loop, this is the real goal of each.Although, mobile medical industry in China in terms of content and services are widespread the problem of homogeneity, and the entire industry is in a state of burning money, basic no clear profit model, the future development has a long way to go, but does not prevent various building medical IP content determination.In the long run, the content layout not only can help mobile medical complete ecological closed-loop, from the perspective of soft power, it will also become the stage of packaging content brands.The influence of the brand on the audience can be imagined, which makes the enterprise grow in value, and must also be the map of various enterprises.
In fact, in the era of information overload, the market is not lack of content, but lacks authoritative, high-quality content.Diversified knowledge content platform, all of them are in the content industry layout.In the short term, many programs of the same type tend to go the same way.In the form of the content blowout, how to be able to establish a long and differentiated position, gripping the audience is a question that needs to be introspective every time.At the same time, under the conditions of high frequency update for the content of the strict control is also a big problem which cannot be ignored, especially under the baptism of the experts in the entertainment, itself and has authority to maintain, this is especially important.At this point, each family is hoping to open up new traffic entrances with content layout to help realize the target of liquidity.But whatever the form, ultimately, traffic will only be the product of quality content.
We often say that professional things need professional people to do it, especially in the field of vertical segmentation of medical care.Just want to pass the star drainage, the expert that comes with the network red temperament to interpret professional knowledge to interpret professional knowledge undoubtedly is the good method that absorbs eyeball, can get more attention.However, whether the professional medical field can adapt to the way of entertainment, whether the influence of the doctor's IP can ultimately be realized, or whether the time will be tested.
|
