Exploring a New Model for Specialty Healthcare Development: Leveraging the Internet to Deliver Exceptional Medical Services
On May 18, the 2018 China Health Information Technology and Health Care Big Data Application Exchange Conference was held in Jinan, Shandong Province. More than 10,000 attendees participated, including Jin Xiaotao, former Deputy Director of the National Health and Family Planning Commission and President of the Chinese Society for Health Informatics and Medical Big Data; Han Demin, President of the China International Exchange and Promotion Association for Medical and Health Care and an academician of the Chinese Academy of Engineering; and Zhang Xuegao, Director of the Statistical Information Center of the National Health Commission.
Invited experts in attendance included Zhao Zigang, Associate Chief Physician of the Department of Dermatology at the Chinese PLA General Hospital; Cao Qiuyun, Director of the Department of Medical Psychology at Nanjing Drum Tower Hospital; and Du Xilin, Associate Chief Physician of the Department of General Surgery at Tangdu Hospital of Air Force Medical University. They shared their experiences on building specialty disciplines, developing departmental capabilities, and establishing physician brands in the internet era.
“China’s annual dermatology outpatient visits exceed 200 million. From the perspective of its specialty characteristics, dermatology is highly suitable for internet-based healthcare and telemedicine.” In his keynote address at the conference, Zhao Zigang highlighted the inherent advantages facilitating the integration of “Internet Plus” with dermatology. Data from the WeDoctor platform shows that, compared with more than 160 other departments, dermatology accounts for over 6% of online confirmed diagnoses, ranking third. This further validates Zhao Zigang’s assessment.
The Department of Dermatology at the Chinese People's Liberation Army General Hospital holds significant influence both domestically and internationally. How can high-quality dermatological resources be further leveraged? “Traditional approaches include establishing branch hospitals; I have previously provided assistance to grassroots hospitals and frontline military units. Today, by harnessing the power of internet platforms to build specialized dermatology services with distinct characteristics, we can rapidly facilitate the downward distribution of medical resources, thereby benefiting a larger number of patients,” said Zhao Zigang.
During the in-depth collaboration with WeDoctor, Zhao Zigang developed a “four-step” strategy for specialty department development under the “Internet+” model.
First, utilize the renowned physician service package product tool system to create comprehensive, disease-specific service packages that encompass treatment modalities, treatment cycles, follow-up frequency, and medication management. This approach addresses patients’ uncertainties regarding treatment information, gaps in disease-related knowledge, and pre-consultation concerns, thereby achieving standardization of specialized disease treatment services.
Secondly, by leveraging the pre-consultation assessment items within the service package, accurately screen for patients with matching indications, and provide timely triage and referral for other patients;
Subsequently, regular tracking and management of dermatology patients are conducted on the platform through periodic consultations and out-of-hospital care, significantly improving the efficiency of clinical communication and post-consultation follow-up.
Building on the first three steps, productization enabled specialized disease service packages to accumulate and disseminate positive word-of-mouth through patient reviews and sharing. Coupled with the use of science popularization tools such as Health Accounts, dermatology-specific treatment services achieved rapid dissemination and widespread adoption.
“In addition to treatment, greater emphasis must be placed on prevention and the proactive management of health before disease onset. With the aid of the internet, we can efficiently and precisely achieve full-lifecycle health management, ultimately realizing the true vision of comprehensive public health,” said Zhao Zigang.
“Many individuals with mental and psychological disorders experience ‘stigma,’ making them reluctant to face or accept their condition, avoid seeking medical care, and even withdraw from social interactions. For such patients, the advantages of internet-based healthcare are particularly significant,” Cao Qiuyun stated in an interview after the conference, citing a recent case.
A patient had remained at home for five or six years, refusing to go out or seek medical care. His sister utilized the “Renowned Physician Service Package” on the WeDoctor platform to consult online with Dr. Cao Qiuyun and receive regular follow-up care. Through the internet-based platform, the physician conducted a thorough inquiry into the patient’s medical history to gain a preliminary understanding of his condition, and provided guidance on daily management after medication initiation. Half a month later, the patient showed significant improvement and expressed interest in returning to work.
“For patients with social anxiety, they become unable to speak or articulate their actual physical symptoms when face-to-face with others. However, they can clearly describe their condition by typing during online consultations, which facilitates physicians’ understanding of the clinical presentation; in-person hospital visits for examination can then be arranged if necessary.” Cao Qiuyun believes that psychiatry, as a specialized discipline, requires a deeper understanding of patients’ needs, attentive care, and the practice of “empathy.”
Driven by Cao Qiuyun, the entire department has actively leveraged internet platforms to assist both online and offline patients. Thousands of online reviews, such as “The doctor was extremely patient and resolved my long-standing issue,” and “Very patient, highly professional, and demonstrating excellent medical ethics,” clearly demonstrate that digital tools can enhance patient–physician engagement, build trust, and establish a cohesive departmental brand. “Many patients initially consult us online before visiting our department in person, with annual online consultations exceeding 30,000,” said Cao Qiuyun proudly.
A six-year-old girl in Qinghai Province presented with a markedly distended abdomen. Despite visiting numerous hospitals, her family could not find any institution willing to admit her or perform the necessary surgery. Upon a friend’s recommendation, the family contacted Dr. Du Xilin, Associate Chief Physician in the Department of General Surgery at Tangdu Hospital of Air Force Medical University, through the Weiyi APP. With Dr. Du’s assistance, the girl traveled to Xi’an for evaluation and treatment, where a tumor weighing over 10 kilograms was successfully resected. She is now recovering well, and her family expresses profound gratitude.
Du Xilin has been “dancing” with internet healthcare for many years. In his daily work, except during surgeries and ward rounds when mobile phones are not allowed, he makes use of fragmented time—such as while walking to meals—to promptly address patients’ inquiries online. For complex and rare cases or special patients, the five-member team holds weekly discussions to analyze and determine treatment strategies. “Most of the liver cancer patients who consult me are facing what feels like a collapsed sky for their families. They are understandably anxious when reaching out online. Since they place their trust in me, I feel obligated to live up to that trust and provide them with all the help I can.”
Nowadays, patients from across China seek consultations with Du Xilin on a weekly basis. Many of them first gain an understanding of his expertise and build a certain level of trust through online consultations before transitioning to in-person visits. Currently, Dr. Du has published 174 popular science articles on his WeDoctor Health Account and completed 1,351 expert consultations. Treating each consultation and every educational article with the same rigor as an academic paper, Dr. Du has amassed 33,000 followers on his health account and received thousands of positive online reviews.
“Doctors in the new era have more tools to provide professional advice and assist with post-diagnosis management. The internet has enabled doctors who are professional, patient, and genuinely concerned about their patients’ health to reach a wider audience, making the establishment of their personal brands a natural outcome,” said Du Xilin.