"Rework" said: "What is truly meaningful in your life is what you have done, not what you have thought, said or planned."
It is now 1:20 in the morning, and I am on a plane from Shanghai to Shenzhen. I have been like this every week for 2 years. I go to the airport before dawn at the beginning of the week, take a low-cost airline back to Shenzhen at midnight on Thursday, and arrive home early on Friday.
Before the release of Xingren, we didn’t know what would be considered “enough” or “not enough”. However, in the four and a half months since Xingxing Doctor was officially released, the development speed has far exceeded our original plan. That's why the tens of thousands of doctor user groups now make me deeply aware: We have done far from enough, and there is still a long, long way to go.
It can be said that the Xinjin team has come to this day through various lucks and narrow escapes. The anxiety, hesitation, struggle we have experienced, the hard work we have put in and the hard work we are putting in, I think only our team knows best. The evaluation, praise, criticism, and speculation of the outside world are far away from us.
Two years ago now, we had only a few people. A year ago now, we had only a dozen employees. In the early days, no one believed in us. Martin and I had to persuade every person we recruited. A long time.
In 2013, we made a lot of small changes in the direction and made a lot of things, but in the end Martin did not agree to push it. Martin has always said that remote consultation by unknown doctors and patients is simply wrong. Casual chatting on the Internet is impossible to produce reliable results. Treatment should be a process of constant monitoring and cyclical adjustment... Those of us who don’t understand medicine always feel that he is too Stubborn, I think it’s because traditional industries don’t believe in the Internet. Martin is also very torn. He is willing to try anything, but he feels that it is too wrong.
In November 2013, Martin and I fell into deep anxiety. We know we are going in the wrong direction, but we don’t know what is right. We discussed many directions, but none of them felt very reliable.
At the company’s annual meeting last year, everyone had a great time, but in fact, several people in the company had already planned to leave, and we also planned to ask a few people to leave. One of our earliest partners, Wang Yuan, had to undergo surgery due to cancer. Surgery, and he planned to quit after the surgery. If the company's business does not improve, employees will have little sense of accomplishment, motivation and loyalty.
That was really the most difficult period for the company. An intern who has been with us for a long time came to talk to me. He is about to graduate. He is a top student and has a bright future. All his relatives, friends and teachers are against him choosing us. He feels very sad. Although I don’t know if the company can survive the new year. , I still said to him: "Please believe me, I will never let you down, and I will definitely lead you to success." I am a person who promises others and will do it. That may be the first time in my life I said something so uncertain, and then I thought: Shit! Why did I make such a promise? Then I must fulfill my promise - lead them to success.
So anytime I look back in the future, the person I want to be most grateful to will be every employee who has accompanied the company through difficulties. In fact, the struggles they experienced in their hearts are no better than ours, but they They survived, and they chose to believe in our future.
One Friday when I was in Shenzhen, Martin called me. He sounded excited and said he figured out what was right. We talked from morning until noon. Martin said that we should build the doctor side, connect doctors’ own patients, generate fees and payments, and help patients accumulate their medical records during the communication process between doctors and patients. This is true in medicine and business.
Martin was very adamant about this idea. So we started the prototype of Almond Doctor, called a private specialist doctor who prescribes prescriptions.
Our private specialist had just been built. It had a lot of bugs, monotonous functions, and a very poor experience. At that time, we only had a junior Android development and no IOS development at all, so we made an extremely crude one. Android version. We found some doctors to try it out for us. Of course, many doctors are not interested or optimistic about it, and at best they treat it perfunctorily. But there are also some doctors who choose to believe in us and help us constantly improve our products. They endure such difficult-to-use things, but they still continue to use them and continue to make suggestions. These doctors are also the doctors that our entire team often mentions in the group today and is very grateful! In fact, doctors are very kind and pure in heart.
We never thought about using the hospital’s resources and relationships to promote it. We focused on making the product a good product, rapidly iterating versions every week, and constantly improving and optimizing. Unexpectedly, the department director came to see us, the dean came to see us, and the hospital that had kicked our BD out also came to see us. We often find in the background that an entire department of a hospital in a distant city in China is using it. I believe that only a truly valuable product can have such an effect.
We are scheduled to release Doctor Almond on September 3rd. Before that, Martin was very anxious and came to me many times and said, "I'm worried that our product is not good enough. Should we postpone the release by a week? I can accept another week of delay." I said, "Martin, we really Already ready!” Just like parents who send their children to primary school on the first day, they are always worried that their children are too young to keep up, but in fact they are already ready.
On September 3, we released.
Hundreds or thousands of doctors enter every day. Because the news of the doctor's certification will be notified on my mobile phone, I will be woken up by the intensive use of mobile phones at 7 o'clock in the morning every morning, and I will be busy until about 1 o'clock in the morning before slowly calming down. Such unexpected market performance made everyone very excited. The day before the launch, we held a contest to guess the number of new doctor registrations the next day. Whoever guessed the closest answer would win a prize. As a result, almost the entire company lost. Of course, the student with the highest guess won the prize, although he was far away.
Then I discovered that we were not jumping on a high-speed train, but on a high-speed treadmill. I can only describe it as being out of control. I am so busy that I have no time to eat or sleep. I only have time to eat one meal or two at most every day, and I basically do it in the office. Almond’s friends are also working crazily at night and on weekends. Tens of thousands of doctors are using it. Questions and feedback are constantly pouring in. We have no way to stop.
From the release to the present, we have iterated dozens of versions and added many new functions and sections, each of which was done after listening to the doctors - all the doctors sent to assistant Xiaoxing News, all bug feedback, and suggestions will be notified on everyone’s mobile phone in the team; the company’s core employees must have a phone call with at least one doctor every week, and the interview report has accumulated nearly a hundred emails... The team can persist in doing this, A very important reason is that the core concept of Dr. Xingren that we advocate is - "Doctors deserve all respect." This sentence has appeared countless times in our discussions, websites, interviews, thank you cards, APPs, and within the company...< /p>
The Xingxing operation team has put in a lot of hard work (I will write a special article about the lessons learned in operation when I have time). Everyone is dealing with various problems almost 24/7. The Xiaoxing team starts at 7 o'clock in the morning. We work until one o'clock in the morning. When our doctor volume surged in December, the Xiaoxing team barely had time to drink water and go to the toilet. We insist on launching 1-2 operational activities every month to revitalize the entire platform. The operations team often When we get together to discuss operational ideas, I am always very strict with everyone. After brainstorming dozens of ideas, I often slap the table and ask, "Where are the ideas? Where are your ideas?"; every time an operational hot spot appears, No matter it is the middle of the night or the weekend, everyone will gather in the WeChat group and discuss continuously until it is quickly implemented; for every piece of text and every picture we operate, we will repeatedly modify dozens of versions until we drive ourselves crazy... …
Last week, I asked R&D to help me run some doctor source data. We found that only 27% of our doctors are directly contacted, and the other 73% are affected by transmission above 12 degrees. As a child of the Internet, this is an impressive achievement. Although compared with pure Internet projects (such as QQ Farm), 73% is really nothing, but in traditional industries, especially the medical industry, implementing such a model is very effective. It is groundbreaking because this model proves the hope that the Internet can change traditional industries, proves the value of products rather than the value of relationships, and proves the significance of word-of-mouth communication rather than the significance of getting leaders.
(As of the end of 2014, the communication model of almond users, real data, the first degree is 27%, and through the communication of more than 12 degrees, the other 73% has been expanded)
But that’s it … We still have many, many problems. The team is still small and our energy is limited, so it is easy to focus on one thing and lose sight of the other. Every time I talk to the doctor on the phone, certain suggestions are mentioned over and over again, but before we have time to do them, I get very anxious... There are always bugs found in the new version, and I think it will take a long time to review it, so If any doctor comes in and finds us in such a bad situation, I will be heartbroken.
In the past few months, I have been obsessed with how to make products and operations better, how to help doctors solve practical problems, and how to help them improve their existing working methods and environment. What we have done today is far from good enough, but we are willing to make efforts beyond ordinary people to do this well. We never hide our actual status quo. Good is good, bad is bad. We must have various problems in the new life, but we will not cheat, do evil, and will not stagnate and move forward.
Sometimes students in the team will be filled with indignation because some of our peers are imitating us or criticizing us. I will say, "Students, we are the benchmark in the industry. We must work hard to do better and let them fo!" We have full respect for the seniors in this industry, and hope that our colleagues will work together. We look forward to more and better creative ideas emerging, and jointly explore and promote the progress of the entire industry. I think that only by helping doctors and advancing medical care and medicine can the world become a better place.
This is the almond ideal, an ideal that remains unchanged from the beginning to the future.
Xu Lin, founder & COO of Xingren
(Has 11 years of senior Internet experience and is the author of many star products of Tencent, such as QQ Show (2002), Tencent Open Platform (2009) ), founder of QQ Farm (2009-2010) from scratch, operating platforms with over 100 million users, such as QQ Space (China’s No. 1 SNS product in 2008, a platform with over 500 million active users), and many of Tencent’s products. During the period that Ms. Xu Lin was responsible for, historical peaks were created, such as QQ Show, QQ Pets, QQ Space, and QQ Farm.
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