What can the real estate industry learn from other industries? This is the question we ask ourselves as part of the new study by Swisscom and pom+ on Digital Real Estate Platforms & Ecosystems (DREPE). In our guest interview with Paul Scheidegger from OnlineDoctor, we learn how a platform-based ecosystem responds to the changing customer needs in the healthcare system.
A new generation is pushing into the tenant market and expects digital, efficient processes. But many management companies are either miles away from this or are busy with isolated solutions. A look at the healthcare industry shows that there is another way – and thus at a sector that can show some parallels with the real estate industry: Both serve physiological needs, both are fragmented and both are plagued by similar challenges in digitization, just think of the electronic patient record.
In this interview, Dr. Paul Scheidegger, founder of OnlineDoctor, talks about the emergence and development of a platform-based ecosystem that is revolutionizing dermatology and taking into account changing patient needs.
Dr. Scheidegger, can you explain to us what OnlineDoctor is and how long the platform has existed?
OnlineDoctor has been around as a company since 2016, but I had the idea for a long time. Essentially, we have implemented the "Zalando-fication" of dermatology, because the need for digital advice has increased sharply among my patients, especially among the younger generation.
Since I am digitally savvy myself, I supported this trend. First, I asked my customers to send me their requests via email, Instagram or WhatsApp. We then developed a business model from this idea.
Patients send us photos of their complaints, we analyse the severity and urgency and we carry out triage. In 80 percent of cases, we make a final diagnosis and care for the patients without them having to physically appear in the practice.
As a result, we now work more efficiently and can prioritize the patients who need to be prioritized. This allows us to work more efficiently in practice and treat dangerous complaints immediately. Digital triage also relieves the physical practice, which is often fully booked for months. In this way, we create real added value and expand patient service.
You are a resident of Switzerland yourself, but also offer OnlineDoctor as a separate platform in Germany. How do users differ in the two countries?
Users in Switzerland and Germany differ mainly in terms of number and expectations. In Germany, we have over 80 million potential customers, while in Switzerland there are a maximum of 9 million. Because of the scalability, the German market is therefore decisive.
In Switzerland, we also work with a manageable number of dermatologists, between 100 and 200. In Germany, on the other hand, we were able to gain access to around 700 dermatologists through the professional association. In addition, the healthcare system in Germany works according to a top-down approach. Our primary contact persons there are the health insurance companies, not the end customer. This large network makes it easy to distribute and finance the software.
In contrast, Switzerland is an excellent country to develop software. Because the people are very demanding. They expect high quality and fast results for their money. They do not rely on the state to cover costs, but pay themselves and have high demands on performance.
You mentioned that the needs of younger patients have changed. To what extent do you take the new demands into account on the platform?
That's right, the younger generation expects digital contact opportunities and assistance. We use the gamification approach here by developing a playful user interface with a chatbot. This ensures that patients are interactively guided through the process and also make more precise requests. In turn, this helps us to make the management process more efficient on the platform side and to improve liquidity management.
From which mistake did you learn the most or ask differently; what would you do differently if you were to start over again?
That's a good question! If I could start all over again, I would add a technical expert to the team when I founded the company who is enthusiastic about the project. Our team, consisting of me and two graduates from the University of St.Gallen, was very focused on economic topics, but we lacked IT expertise. As a result, we have fewer in-house resources to quickly implement technological adjustments. We had to outsource expensively, which often didn't work well and cost a lot of money and disappointments. Next time, I would make sure to bring someone from IT into the team who can move the project forward with targeted technical skills.
What challenges did you encounter during the development of the platform?
The biggest challenges lie in the interface with the health insurance companies. In Switzerland, for example, a QR code for digital prescriptions is still missing. This media disruption is not technical, but politically determined and represents a major obstacle. There are always announcements that digital solutions are being worked out in the healthcare industry, but they are not being implemented. This hinders progress considerably.
What role do health insurance companies play in your model?
In Germany, we work closely with health insurance companies. In contrast to Switzerland, they cover the costs of medical treatment directly, which means a simpler and often more efficient process for patients. Billing is done via the health insurance card, which also enables great scalability for the healthcare system.
In Switzerland, on the other hand, patients must first bear the costs themselves and can then submit them to the health insurance company retrospectively. Therefore, the OnlineDoctor in Switzerland is based on cash processing.
Apart from the health insurance companies, you have also connected doctors to your platform.
That's right. In Switzerland, more than 150 dermatologists already offer digital diagnosis via OnlineDoctor and have treated over 350,000 people via our platform to date. The users choose for themselves who they want to be treated and cared for by.
Freedom of choice is an essential success factor, it is of great importance for patients. It allows them to choose a person they trust and ensure that they receive the best possible medical care for them, tailored to their individual needs and preferences.
The exception is the emergency service. Here, the focus is on quick answers and the quality of service.
Are there certain criteria that doctors must meet in order to operate on your platform?
Yes, the doctors must be certified in Switzerland or Germany and have a branch. In Germany, we work closely with professional associations, which ensures the quality of the participating doctors.
In Switzerland, participation is more difficult due to higher wages and lower competition, but digital patient selection allows doctors to do their work more efficiently. That's why it's interesting for them too.
Can patients rate the treatment or the doctor?
We haven't implemented this feature yet, although we keep discussing it. An evaluation could also create problems, as most patients already have a personal bond with me or my colleagues.
What is the platform's monetization model?
In Switzerland, patients pay 55 francs per request, of which 30 francs go to the attending physician. As a rule, a doctor needs less than five minutes per case.
In Germany, the system works similarly, but the amounts are lower due to the higher number of patients. Cash management is done through the platform, and doctors receive their remuneration regardless of the processing time.
We also work closely with emergency services. One example is the Baden Cantonal Hospital, which transmits dermatological emergencies to us via our platform. We take over the consultation and return the information to the emergency services. All data remains on secure KSB servers. This cooperation is very efficient for both sides: The doctors can answer the inquiries even outside the usual practice hours and the emergency service does not need dermatologists on site.
Are you already using artificial intelligence (AI) on your platform?
AI is an exciting topic, but I think the hype about it is exaggerated. Our triage relies on AI to some extent, but it's important to make sure it doesn't provide false or misleading diagnoses. The decision must always be reviewed by an expert, and patients want and should continue to feel that they are being cared for by a human being.
I am convinced that AI will not replace us, but will increase our efficiency and help us to work more precisely. In the future, it will be particularly useful for gadgets such as smartphones, for example by detecting skin changes and providing us with better quality requests.
If you look at Gartner's hype cycle, where is yours?
Our growth cannot be compared to Gartner's typical hype cycle. We were more like an old steam locomotive that slowly starts moving. In the beginning, we had two or three inquiries a day, but over the years it increased steadily. After six years, there were already 25 inquiries per day. So there was no "big bang" or the peak of exaggerated expectations that others have experienced. Instead, the business grew linearly and sustainably, without major dents.
Although we have not yet reached the plateau of productivity, we are on a stable path, especially as more and more younger customers from the "Zalando generation" are moving up and demanding digital solutions. Contrary to the expectations of my co-founders, who had expected a steep growth curve and quick money from investors, our growth was slower but more consistent. While this challenged us financially, as we had liquidity problems and had to reduce our shares, patience pays off in the long run.
Finally, what advice would you give to someone who wants to build a digital platform with an ecosystem?
The most important thing is that the platform does not operate anonymously or hidden behind a generic name. The personalization of the doctor is crucial. People want to know who is behind the product – there has to be a clearly recognizable head. My advice is to show a face and not just use some "fancy" name that a marketing department has come up with. Trust is created when users know that there are real people behind it who are liable and take responsibility.
Secondly, you shouldn't invent complicated or completely new things that no one understands. Successful platforms offer something that people already know and need. You just have to bring it together professionally and offer it. Users must understand the product intuitively, and dealing with it must not require a great deal of learning.
At the end of the day, it's these two components – transparency and simplicity – that make a digital platform successful.
About the expert
Dr E. Paul Scheidegger, specialist in dermatology and venereology, runs the skin, allergy and vein practice in Brugg. In 2017, the dermatologist launched the OnlineDoctor.ch counselling platform with two lecturers from the University of Saint Gallen. Scheidegger studied in Zurich and Vienna, underwent postdoctoral training in the USA and worked at Aarau Cantonal Hospital. He worked as a general practitioner in Zurich, Meilen and Brugg.
Whether net zero, process automation or forecasting models - the key to success lies in the data. Thanks to artificial intelligence, its targeted use for decision-making and implementation processes is becoming more tangible than ever. However, digitalisation still poses many challenges for the real estate industry. One reason for this is the fragmented application landscape with many incompatible stand-alone solutions, complex interfaces and time-consuming master data entry.
How do we find a way out? Digital platforms and ecosystems offer an exciting approach and at the same time an opportunity for real estate organisations to realise technology-driven value enhancement.
Together with Swisscom, pom+ is publishing the Digital Real Estate Platforms & Ecosystems study for the second time. We cordially invite you to attend the following event to learn about the key findings at first hand and to exchange ideas with like-minded people.
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Whether net zero, process automation or forecasting models - the key to success lies in the data. Thanks to artificial intelligence, its targeted use for decision-making and implementation processes is becoming more tangible than ever. However, digitalisation still poses many challenges for the real estate industry. One reason for this is the fragmented application landscape with many incompatible stand-alone solutions, complex interfaces and time-consuming master data entry.
How do we find a way out? Digital platforms and ecosystems offer an exciting approach and at the same time an opportunity for real estate organisations to realise technology-driven value enhancement.
Together with Swisscom, pom+ is publishing the Digital Real Estate Platforms & Ecosystems study for the second time. We cordially invite you to attend the following event to learn about the key findings at first hand and to exchange ideas with like-minded people.