The demand for health of Chinese residents is constantly improving with the improvement of living standards.
All along, residents have more natural trust in good medical resources, but in the face of China's huge population and medical needs, quality medical resources are relatively limited and unevenly distributed: at present, most of China's top medical experts are concentrated in The top three hospitals, however, the number of top three hospitals in China is only 1,300. Compared with the large patient population, the doctor resources of these top three hospitals are extremely precious, and ordinary patients have difficulty in direct contact in daily life.
In this era of public health care systems, which are far behind the surge in demand, search engines are the preferred channel for the public to access health information. According to the Penguin Zhikuo user survey, when the user is unwell, 39% will prefer to use the search engine for the query, which is higher than the direct access to the hospital. Google’s overseas research results are similar, and the preferred search engine users account for 42%. . Sogou search, one of the domestic search engines, faces tens of millions of medical health query requests every day, accounting for more than 10% of the overall search demand.
However, after medical incidents arising from medical searches from time to time, medical search seems to have become an area that has been criticized by the public. At the same time, the search in the vertical medical field is also facing a greater difficulty. The information on the network is complicated, and the threshold of medical knowledge makes it difficult for users to distinguish between true and false.
For the false information, the head of Sogou Medical Search Products Ying Lei said: "Non-professionals give information that cannot be authenticated. Users face the complicated medical information on the Internet and cannot judge whether they are authoritative, professional or reliable."
When users are ill and search on the Internet, they tend to find reliable medical information. Therefore, the authority and professionalism of the source has become the most difficult problem for medical search.
Establish the authority standard of the top three directors, and provide users with an authoritative medical interpretation search engine
Sogou, which is gradually deepening in the field of medical search, has recently launched the "authoritative interpretation of the top three doctors" based on its search technology. Users search for medical-related questions in Sogou search. For example, users who directly search for questions such as “How to Control Hypertension†or “Diabetes Diet Taboo†can directly obtain the authoritative and professional interpretation content provided by the chief doctor of the top three hospitals nationwide. Covers audio, video, articles, Q&A and many other forms.
In the answer that appears in the association, not only will the hospital that answers the question doctor be displayed, but in the answer, the words “three-level A†and “director physician†will be marked.
Based on the authoritative review of the hospital (level) and doctor (title) data provided by the partner, Sogou Search judges the relevance of the content quality through its search technology to accurately match the user's search needs. The front-end results show authoritative and professional interpretations that are highly relevant to the user's search intent.
At present, the “authority interpretation of the top three doctors†covers all the diseases and symptoms related to the query, and under the search requirements of each disease and symptom, it can provide users with authoritative and professional interpretation content from doctors in the top three hospitals nationwide.
According to Ying Lei, Sogou Search is the first authoritative standard in the industry to establish the top three directors. In terms of knowledge base, the authoritative and professional interpretation content provided by the top three doctors in Sogou search has reached tens of millions of levels and will continue to increase. .
Control information from the source, authoritative content determines search quality
As mentioned above, the current domestic medical search, the main issue is the false information and medical promotion. In terms of demand, you can imagine the people who search for diseases on the search engine. what.
The core of the problem is whether search engines can provide valuable and targeted medical information. How to give users more direct access to more desirable search results, help them get more effective and more realistic information based on the symptoms. How to better and better quality content is regularly presented on the network, making it easier for users to access.
Sogou search on the line "authority interpretation of the top three doctors", the main advantages are reflected in the following two aspects:
1. Control information from the source
The traditional medical information search method has the drawbacks of experience, and the complete information provided by the doctor is not a direct user page. On the one hand, much of the information that appears in the search results page is based on the user's own replies or in the form of experience, and is not authoritative. On the other hand, if you want to further access the information provided by the doctor, you need to do more than one step. You need to search for some third-party Internet medical platforms, and then search the corresponding doctors in the platform for information inquiry.
In terms of the control of medical information, May 2017 should be said to be the turning point in the entire medical search field. Baidu took several control measures after the Wei Zexi incident, mainly including two aspects:
The first is a complaint against the user service center. Internet users search for bad Internet information through Baidu, and can enter Baidu User Service Center to make complaints, Baidu will deal with it in time;
The second is to strictly limit the number of commercial promotion, for the commercial promotion information, to add significant marks one by one, and to thousands of medical institutions off the assembly line, to remove the disease search top promotion.
Baidu's content feedback mainly through passive user feedback, while in terms of ensuring the professionalism and quality of content, Sogou search takes the initiative to start from the source, strictly requires the authority of medical data, must be provided by doctors with specific data, and according to the top three The front row of the director data ensures the quality and authority of the search.
Ying Lei said that in order to ensure the authority and professionalism of the data, Sogou search has a professional medical team to review the accuracy of the medical content of the platform, and verify the authority of the content by reviewing the authenticity of the doctor's real-name authentication. At the same time, it will also verify the page quality of the content provider, so that the first screen can not have advertising information, the content can not have false information and other standards. In addition, Sogou Search uses search technology to recall the most relevant results to ensure the user's experience.
Sogou search "three doctors authoritative interpretation" example
2. More than 50% of well-known top three directors and above doctors do content endorsement
In the Sogou search with doctors endorsing, the authoritative quality content of tens of millions of national top three doctors has been aggregated. The full results of the "authority interpretation of the top three doctors" are from the authoritative and professional interpretation of the doctors at the top level of the top three doctors. Among the search results, the proportion of doctors at the level of deputy directors and doctors of well-known top three hospitals in the country's high-quality medical resources area exceeded 50%.
This means that the authors and professional interpretations of the top three doctors collected by Sogou search platform are mostly from the hands of head medical experts in the top three hospitals in the country, with high authority, professionalism and reference value.
Relative to the domestic situation, foreign medical search as a whole presents a diversified trend, but from the traditional media and various professional medical knowledge bases, the authoritative and professional sources and content are to improve user search. The key to quality, especially in medical expertise such as life.
At present, medical science information in the country can be accessed only through the channels of the doctor community and the patient community, and in such websites, most of the users spontaneously answer, or rely on the moderator of the forum to maintain the authenticity of the information and the website standard. . Traditional media and various professional medical knowledge bases and other search methods have fewer resources, but in order to meet the strong medical information needs of users, Sogou builds an authoritative medical information database and builds authoritative standards through the knowledge provided by the top three doctors.
Improve access to quality medical resources and serve the public
In the current medical search environment, the significance of Sogou search is in the following three aspects:
1. Reduce user access to expert medical information thresholds and improve convenience
As mentioned earlier, search engines have become the preferred channel for users to access medical information. In the face of real needs, what is reflected is the unequal medical resources. "What should I do if I am sick?" "Where are you sick?" "What do you need to pay attention to when you are sick?" Such questions become the most common daily search behavior of patients. High frequency action.
In China, the medical environment is relatively special, and the demand for excessive medical treatment is outstanding. The big hospitals in the big cities are “hard to findâ€. Even if they can communicate with doctors face to face, the doctor’s time is very precious, and usually they cannot pay more attention to patients. The embarrassment of the matter, the follow-up after the diagnosis is even less efficient. Therefore, patients usually solve such problems through the means of the Internet.
Sogou search establishes the authority standard of the top three directors, so that users can access the information of the top three directors' authoritative standards on the network, which reduces the threshold for the people to obtain the authoritative medical information output by the doctors and experts of the top three hospitals, so that the users can stay at home, that is, It can reach the national quality medical resources.
2. Promote the authoritative construction of health care content
When medical search has not been clearly defined, Sogou search is the first in the industry to establish the authority standard of the top three directors, which is conducive to the formation of driving effects in the whole industry. On the one hand, it builds a professional knowledge base, on the other hand, it provides partners with Content quality puts forward new requirements for authority and professionalism, and at the same time, it has undergone rigorous review, filtering false information and reducing promotion information. Sogou's move may bring new inspiration to the medical search field and promote the new development of authoritative construction of health care content across the network.
3. To some extent alleviate the problem of uneven distribution of medical resources
China is a country with a large population. In recent years, the demand for quality health care resources has been increasing, but there is still a social phenomenon in which medical resources are not evenly distributed. The top three hospitals siphoned high-quality medical resources. Over-medical treatment caused large hospitals to be overcrowded. It is normal to “see the cold to go to the top three hospitalsâ€. The time for doctors to serve patients in the outpatient clinic is usually only a few minutes. After leaving the clinic, the patients lose their stickiness with the doctor. Pre- and post-diagnosis information usually relies on patients seeking help on the web.
Sogou search moved the authoritative information provided by doctors in the top three hospitals to the network, and matched the user's needs through search technology, breaking the time and geographical restrictions, and improving the accessibility of medical resources, including residents living in second-tier cities and even remote mountainous areas. . To a certain extent, it has alleviated the problems caused by the uneven distribution of medical resources. In the long run, it will also help to improve the health of our residents.
Layout medical search, Sogou makes authoritative, professional medical information at your fingertips
In the past, online search for diseases and online consultations was still a small part of the behavior; but now a new generation of Internet users, including the parents and the next generation of netizens, after years of user habits, have placed the first channel of information access online. Or on a mobile terminal. This trend of traffic entry for mass patients is constantly increasing.
Sogou Search has been deploying medical searches since May 2016, with the aim of giving users access to authoritative and professional medical information at their fingertips. In 2018 alone, Sogou Search is constantly exploring and innovating in the field of medical search by creating authoritative health science content and health query tools. In addition to providing overseas authoritative health information, interpretation of symptomatic science, interpretation of treatment programs, encyclopedia of authoritative drug manuals, and authoritative interpretation of top three doctors, Sogou search also provides a vaccine inquiry service for the "vaccine incident" on-line problem, and launched the drug safety inquiry tool in November. .
Wang Xiaochuan, CEO of Sogou, has previously said that real and authoritative medical information can be truly accessible to users. This is not only the original intention of Sogou's deep-rooted medical search field, but also the real needs of users. Aggregating all kinds of authoritative and professional information, Sogou search promotes the purification of the domestic medical search environment to a certain extent, and realizes a major upgrade of the user's medical search experience.
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