Pricing strategy for dual-channel medical services under the influence of medical treatment trouble cost

At present, most medical institutions provide medical services for patients through dual channels. This paper takes medical institutions as the research object, uses game theory to model and calculate, and discusses the impact of offline medical trouble cost on dual channel pricing, demand distribution and profit level of medical institutions. The study found that with the increase of the trouble cost of offline medical treatment, the demand and profit of offline channels decreased, while the demand and profit of online channels increased. However, the impact of the trouble cost of offline medical treatment on patients’ surplus and social welfare level is also related to patients’ acceptance of online channels. The results of this study provide theoretical support for the optimal operation decision-making and medical resource allocation of medical institutions.