Optimization Strategies of Online Medical Community Operations for Primary Care Physicians Based on Service Pricing

ZHANG Qianqian; WANG Weicheng; ZHANG Xiaofei; GUO Xitong

doi:10.3969/j.issn.1007-7375.250108

Abstract：With the rapid aging of population in China,the medical resource imbalance is becoming increasingly prominent.In this condition,the"Internet+Healthcare"policy has emerged as an important measure to activate the potential of primary healthcare.This study focuses on the pricing strategies of primary care physicians on online healthcare platforms,aiming to explore the impact mechanism of physician service prices on patient choice behavior.Based on the signal theory,regression analysis is applied using data from Haodf.com online platform,including basic information,behavioral data,and patient numbers of primary care physicians from January to December 2021.The effect of physician service prices on patient choice is thoroughly analyzed,along with the moderating effects of physician titles,city tiers,online knowledge sharing behavior,and the number of patients previously served.Results indicate that physician service prices have a significantly positive effect on patient choice behavior.Patients are more likely to choose higher-priced physicians in first-tier cities.Moreover,both online knowledge sharing and the number of patients already served positively affect physician service prices for patient choice,whereas physician titles do not significantly influence this relationship.These results contribute to understanding how service prices of primary care physicians affect patient medical choices in online healthcare,and how the offline characteristics and online behavior of physicians moderate this relationship.These findings guide community physicians in adjusting service prices and managing online consultations,while providing empirical support for platform operators to address resource allocation imbalances in China.