Whether it is health care as a service or product, are completely different from other industries, products and services, in the interests of consumer demand and behavior and behavior as well as the service side of view, there are many features completely different from other industries, and therefore for the medical industry The investment, customer positioning strategy, product and service design methods can not be copied to other industries, otherwise it is easy to fall into the trap. There are three main aspects to the different characteristics of medical care from other industries.

First, consumer demand in the healthcare sector cannot be created. Consumer goods represented by Apple have created a culture and brand spirit, created the needs of users, and constantly upgraded consumer demand with its unique products. But for the consumers of the medical sector, the demand revolves around the treatment and health services. The core requirement is to improve their own health problems. That is to say, the needs of consumers in the medical sector are current, urgent and practical. People without diseases and people with diseases have completely different consumer needs, and medical needs cannot be created through brand spirit.

This feature is reflected in the business model, the most typical representative is the counter-selection of personal medical insurance. Treatment is the current demand. As a consumer, the awareness of prevention can be educated, but for most people, they pay for the current service, so the most urgent medical needs have the incentive to buy a single insurance. This feature does not apply to group insurance, because the purchaser (enterprise) of the group insurance is not the consumer (employee), so there is no such a ready-to-use feature of the individual.

Another example that makes medical consumption difficult to create is the medical consumption card, which is the number of visits. Although in other industries, such as education and training, fitness, there are successful sales and consumption card experience, but transplanted to medical services is not convinced. From the consumer's mentality, it is impossible to predict how many visits will be used in a year. From a personal point of view, unlike fitness and training, the consumption mentality is different. No one will expect to go to the doctor as much as possible, although some patients who know more frequently (especially chronic diseases) may consider purchasing. The second card, but this model is not medically able to replicate the amount of training and fitness industry, because most people will not pay for it in advance if they don't know if it will happen or even what they don't want to happen.

Second, the user of the product and the information provided by the service provider are seriously asymmetrical. In other industries, such as the upgrading of consumer electronics, the product will educate users by publishing the latest performance of the product as transparently as possible, including its difference from the old ones, and upgrading it compared with competitor products in terms of environmental protection and safety. , to obtain the user's understanding and recognition, and then stimulate them to buy new products. For example, the competition in the food industry is extremely fierce. More and more businesses are increasing their competition threshold by means of safe ingredients, publishing materials and production processes, and green food information. In the competition, these industries use the means of information disclosure more or less, even if they are actively public information, the purpose is to enhance consumers' awareness of products and stimulate their consumption.

But in the medical field, the core service provider medical institutions have a common feature in the world: blurring. There may be no other consumers in other industries who are like consumers of medical services. They don’t understand what they are going to “consume”. Patients recognize the treatments, drugs, surgery, medical devices, etc. that they will “consume”. Zhidu is far less than the supplier of these services and products. The service provider is in an absolute high level of cognition, so it is not transparent in the links, processes, and pricing of services. The service party can use this advantage to maintain its commanding heights. This puts tensions between the payers of the service (including personal and government and commercial insurance) and the service providers because they cannot reach a consensus on information transparency.

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