我国大城市居民参与互联网在线问诊的行为画像分析

Analysis of Behavioral Portraits of Urban Residents Participating in Internet Online Consultations in China

目的/意义研究大城市居民选择互联网医疗服务时的典型特征,建立患者行为画像,为改进互联网医疗服务提供决策依据。方法/过程以北京市患者为研究对象,从个体属性特征、在线问诊行为以及择医需求偏好3个维度构建患者群体画像,通过聚类方法对在线患者群体分类。结果/结论在线患者可划分为价值潜力型、平台忠诚型、潜在转化型、需求强烈型和服务转移型5类不同特征群体。总体上来自大城市的在线患者病例级别偏低且活跃度不高,通常使用价格较低的图文问诊方式,倾向于选择来自三甲医院、职称较高且在线服务质量较高的医生。5类患者群体各具典型特征,需要分别采取针对性措施满足其个性化医疗需求。

Purpose/Significance To study the typical characteristics of urban residents when they choose internet medical services,and to establish patient behavior portraits,so as to provide decision-making basis for improving internet medical services.Method/Process Taking patients in Beijing as the research object,patient group portraits are constructed from three dimensions:individual attribute characteristics,online consultation behavior and medical demand preference,and online patient groups are classified by the clustering method.Result/Conclusion Online patients are classified into five distinct groups:value potential,platform loyalty,potential conversion,strong demand,and service transfer.Overall,online patients from major cities tend to have lower case severity and lower levels of activity.They typically prefer lower-cost text-based consultations and show a preference for doctors from top-tier hospitals with higher professional titles and superior online service quality.These five different patient groups possess their own typical characteristics,and specific measures need to be taken to meet their personalized medical needs.