Research On App Management Of Home-based Mobile Medical Services

This paper is an operational health management project.As an entrepreneurial project,the medical home APP entered the final of the 16 th China MBA entrepreneurship competition northern region of the "bright uber" cup in 2018.The project is real and operable.This project aims to realize a health management platform integrating online and offline services to provide medical care,health care and old-age care for the elderly,break through the conventional practices,and solve the problems of "difficulty in getting medical services" and "high cost of medical services" for the elderly.In this paper,first of all,on the basis of fully understanding the elderly needs,and combined with years of experience of medical experts to design the medical in APP all modules and their functions,namely online research and development of "d in the home" APP is a collection of triage medical services,medical basic knowledge propaganda,health monitoring,prevention,health care,nutrition,custom,communion,online pharmacies,and online consulting,to set up the exclusive health records for the integration of application software.Offline one-click door-to-door services for the elderly(including door-to-door physical examination,door-to-door diagnosis and treatment,door-to-door medicine delivery,door-to-door meal delivery and personalized services,etc.),aiming to provide the elderly with comprehensive and convenient medical treatment;Then,market analysis is carried out.Market research is conducted by means of questionnaire.Market demand of this APP is analyzed according to the obtained data.Then the marketing environment is analyzed,the macro environment of the enterprise is analyzed with PEST technology,the competitive situation of the industry is elaborated,and the internal environment of the enterprise,namely the advantages,disadvantages,opportunities and threats,is analyzed with SWOT analysis.Then,according to the 4P theory,the marketing strategy of this APP is proposed:product strategy,price strategy,channel strategy and promotion strategy;At last,the profit model and business model of the project are elaborated,and the use of funds,investment use and sales revenue are analyzed and calculated by comprehensively evaluating financial indicators such as investment payback period,net present value and internal rate of return.At the same time,the possible risks in the implementation of this APP and corresponding countermeasures are proposed.