基于服务价格的基层医生在线医疗平台运营管理优化策略

    Research on Operational Management Optimization Strategies for Primary Care Physicians in Online Health Platform Based on Service Pricing

    • 摘要: 随着我国人口老龄化加剧,医疗资源分布不均的矛盾日益尖锐,“互联网 + 医疗健康” 政策成为激活基层医疗潜力的重要举措。本研究聚焦基层医生在在线医疗平台的定价策略,旨在探究医生服务价格对患者就医选择行为的影响机制。基于信号理论,以“好大夫在线”平台2021年1 ~ 12月基层医生的基本信息、行为数据及患者数量为样本,运用回归分析方法,深入剖析医生服务价格对患者选择的影响,以及医生职称、所在城市、线上知识分享和已服务患者数的调节效应。研究结果表明,医生服务价格对患者就医选择行为具有显著正向影响。相比于非一线城市,一线城市医生的服务价格对患者就医选择行为的积极影响更强;医生知识分享和已服务患者数量都正向调节服务价格对患者就医选择行为的影响;然而,医生职称并未显著调节服务价格与患者就医选择行为之间的关系。研究结果有助于理解在线医疗场景下,基层医生服务价格对患者就医选择行为的影响,以及医生的线下特征和线上行为在其中的调节作用。这些发现有助于基层医生调整自己的服务定价及其在线诊疗行为,同时为在线医疗平台运营商提供重要实证支持,有助于缓解我国医疗资源分布不均的问题。

       

      Abstract: With the acceleration of population aging in China, the imbalance in the distribution of medical resources has become increasingly prominent. The “Internet + Healthcare” policy has emerged as a key initiative to unlock the potential of primary healthcare institutions. This study focuses on the pricing strategies of physicians at primary medical institutions on online healthcare platforms, aiming to explore the mechanisms by which physician service pricing influences patients′ healthcare-seeking behavior. Grounded in signaling theory, this research draws on data from “Good Doctor” (Haodf.com), including basic information, behavioral metrics, and patient volumes of primary healthcare physicians from January to December 2021. Using regression analysis, the study investigates the effect of service pricing on patient choice, along with the moderating effects of physicians′ professional titles, city tiers, online knowledge sharing behavior, and the number of patients previously served. The results reveal that physician service pricing has a significantly positive impact on patients′ consultation choices. Patients are more likely to choose higher-priced physicians when the physicians are located in first-tier cities. Moreover, patients show a preference for physicians who actively share medical knowledge online compared to those who do not. Additionally, the greater the number of patients a physician has served, the more likely they are to attract new patients. However, the physician′s professional title does not significantly moderate the relationship between service pricing and patient choice behavior. This study contributes to a better understanding of how service pricing by primary healthcare physicians affects patient behavior in online medical settings and highlights the moderating roles of physicians′ offline characteristics and online behaviors. These findings offer practical implications for community physicians in adjusting their service pricing and online engagement strategies, and provide empirical support for online healthcare platform operators to improve resource allocation and alleviate the disparity in medical service distribution in China.

       

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