Research on Methods to Enhance User Stickiness in Online Healthcare Platforms - A Case Study Based on Yilu

Abstract

As the population grows in China, the proportion of national spending on healthcare has increased, which promoted the development of China's internet healthcare industry. However, the number of active users in China's Internet healthcare industry is not desirable. Many users still have trust problems with online medical consultations. User stickiness and usage rates have become one of the challenges of the current Internet healthcare platforms. This paper uses Ali Health as an example to examine ways in which online healthcare platforms can enhance user stickiness. By using the case study method, it is found that there are only three ways for Yilu to enhance user stickiness. From the perspective of traffic drainage, Yilu can expand its business to multiple platforms by taking advantage of the parent company's advantages and actively innovating traffic drainage methods. Emotionally resonate with users and attracts more users. From the perspective of products, Yilu uses a series of comprehensive high-quality services, and reliable products like its medicines to increase its user stickiness. From an operational point of view, Yilu's WeChat community, membership system, and points system can also help enhance their user stickiness. Through research on Yilu's method of enhancing user stickiness, it can provide a reference for other enterprises in China’s Internet medical industry to meet users' needs, continuously improve platform services, and ultimately achieve healthy industry development.