“互联网+医疗健康”模式下的服务创新研究——基于画布模型的医疗众包平台商业模式分析

Research on Service Innovation under the Model of "Internet + Medical Health" ——Business Model Analysis of Medical Crowdsourcing Platform Based on Canvas Model

医疗众包作为"互联网+医疗健康"模式的新兴代表已获得学界广泛关注,但以医疗众包平台为服务创新主体的商业模式研究尚未开展。本文基于平台画布模型对医疗众包平台中核心交互、工具与服务、变现3个界面的全面阐述分析,分别揭示其在用户交互循环畅通、创新激活与价值创造、交易主体收益变现上的商业运作机制。选取CrowdMed作为案例,验证医疗众包平台在帮助需求用户价值获取的同时实现自身收益变现的可实践性。研究展现了医疗众包模式由传统线性价值链过渡至平台价值矩阵的路径过程,为医疗众包平台商业模式的构建提供了理想的分析框架,并给国内互联网医疗务创新平台行业的可持续发展提出了政策建议。

Medical crowdsourcing as an emerging representative of the "Internet + medical and health" model, has received widespread attention from the academic community, but research on the business model that uses the medical crowdsourcing platform as the main body of service innovation has not yet been carried out. Based on the platform canvas model, this article comprehensively analyzes the core interactions,tools & services, monetization of the three interfaces of the medical crowdsourcing platform, and respectively reveals its business operations in the smooth circulation of user interaction, innovation activation and value creation, and profit monetization of transaction entities mechanism.Choose Crowd Med as a case to verify the practicality of the medical crowdsourcing platform to realize the realization of its own benefits while helping demand users obtain value. The research shows the path process of medical crowdsourcing model from traditional linear value chain to platform value matrix, which provides an ideal analysis framework for the construction of the medical crowdsourcing platform business model,and puts forward policy suggestions for sustainable development of domestic Internet medical service innovation platform industry in China.