Deciphering the layout of Baidu and Ali medical industry

Release date: 2016-01-14

 

 

 

 

Recently, the news that Baidu’s “hemophilia” management right was “sold” to private medical companies was circulated on the Internet, and was attacked by patients and medical professionals, combined with the criticized bidding mechanism for Baidu’s medical field. The layout casts a shadow of the crisis of trust.

Baidu, one of the BATs, has a greater ambition in the medical industry than Ali and Tencent. As of now, Baidu has developed Baidu Medical Brain, Baidu Doctor, Thumb Doctor, Baidu Health, Baidu Medicine, Dulife, Baidu. Directly numbered eight medical sectors, and in 2015, they invested in two Internet medical companies.

Baidu started with search. A small search box carries huge amounts of data and traffic in the background, so as to enter the medical industry, relying on the platform for resource integration and related product research and development, the main line of medical logic layout is "doctoral relationship + Artificial intelligence, bidding and posting, knowing, etc. is not the real layout of Baidu's medical industry, but the service extended by its search business.

Alibaba relies on e-commerce and payment advantages, starting from the drug end, as a key layout to develop the "drug + medical" model.

For the next step of the Internet medical layout, Baidu relies on its own operating platform, coupled with the Internet medical enterprise, the investment logic is not clear; Alibaba goes straight into the way, trying to develop a new layout outside the drug e-commerce, however At present, only the drug can be seen by the outside world.

However, the development of Baidu's medical business must avoid the crisis of trust, and Ali needs to expand the medical side outside the drug.

Baidu medical layout: connecting doctors and patients + artificial intelligence

"What Baidu wants to do is to send the right patient to the right doctor." On the evening of October 26, 2015, Baidu CEO Li Yanhong had a dialogue with Fudan students at the Zhengda Gymnasium of Fudan University, answering questions from medical students. Li Yanhong showed Baidu's goals and direction in Internet medical care.

Li Yanhong said that each vertical industry has its own unique technology, but the biggest change in the Internet is usually in efficiency. He uses the doctor's example to explain: "There are about 2 million doctors in China, but ordinary people are sick and sick. On the one hand, the majority of doctors are in a state of no disease and medical resources are wasted. On the other hand, some patients do not need specialist clinics, and finally they are discharged to the team. Experts consult for three or five minutes. Just sent you out."

"Some patients who have graduated from formal medical majors for three to five years can see very well. Some diseases are really complicated. We hope that experts will talk to him for half an hour, two hours or even five hours." Doctors and patients The reason can be more reasonable to match and achieve higher efficiency. Li Yanhong said: "Baidu wants to do 'Internet + medical' is to do it in this direction."

Since 2012, Baidu has developed eight medical sectors including Baidu Medical Brain, Baidu Doctor, Thumb Doctor, Baidu Health, Baidu Medicine, Dulife and Baidu Direct. This is different from Tencent, which mostly invests in other medical companies.

The focus of the eight major medical sectors is the connection between doctors and patients and the two. Baidu doctors focus on registration, thumb doctors are used for doctor-patient communication, and Baidu has a wider range of health, which is a hodgepodge in the medical sector; Baidu Medical, Baidu Medical Designed for use by doctors, the former can search for professional medical information, while the latter can transmit medical images; Baidu Medical Brain and Baidu Intelligent Health Equipment Platform are independent units, and the medical brain hopes to let the machine learn doctors' observation behavior, which belongs to artificial intelligence. The health device platform connects to smart medical hardware and collects medical data.

In order to be the eight major medical sectors, Baidu has established extensive cooperation with doctors, hospitals and local health planning committees in 2015, such as 301 Hospital, Huashan Hospital, Shanghai Yimao, Sino-Japanese Friendship Hospital, Guangzhou Medical First Hospital, and Union Medical College. Baidu doctors stationed in Shaanxi, Anhui, Jiangsu, Guizhou, Shenzhen and other provinces and cities, and signed cooperation agreements with a number of Internet medical companies.

Baidu Medical Marketing Department is currently positioning the development of the medical industry as: "In order to improve the inherent imbalance of medical resources allocation in China and improve the user service experience, it will provide new service models and new profit growth points for hospitals and third-party medical enterprises. ”

In addition to developing its own medical business, Baidu has also invested in two Internet medical companies, but compared with Ali and Tencent, foreign investment is much more conservative. In 2015, two eye-catching investment cases were “Healthy Road” and “Fun Medical Network”.

The 21st Century Business Herald reporter asked why the two companies chose to invest in Baidu. Baidu said: "The fun medical network and the medical care network have a certain development foundation, and are also the leading enterprises in the industry, connecting online and offline, The future development direction of the medical system that supports the grading diagnosis and treatment and the two-way referral medical system is also in line with Baidu medical goals."

The Health Road, the medical care network, was founded by Zhang Wanneng. Its main business is the network platform for medical treatment, such as medical consultation and appointment registration. Baidu said that it can cooperate with Baidu's image speech recognition, technology interaction, big data and artificial intelligence to products and services. At the same time, the hospital resources of the medical network and the Baidu doctor App can share resources.

Li Zhi, founder of Fun Medical Network, said in an interview with the 21st Century Business Herald that "Baidu is our strategic investor and brings us brand support, endorsement and resources." Li Zhi's positioning for the interesting medical network is " "Friends of public hospitals", to be "the hospital's docking Internet terminal's external total platform", he believes that Baidu chose them as "the layout of the public hospital." Baidu said that it will cooperate with Fun Medical Network in the fields of search engine, big data, network security and cloud technology in the future.

Hospitals need a lot of services from the traditional service model to the Internet. "We will do some products and services ourselves, such as changing the APP process, referrals, commercial insurance, etc., and third parties will access the platform to serve the hospital." Li Zhi believes that most medical services pay The party must not be a direct user, but insurance and medicine. "A month later, we will have one or two strategic investors coming in, and it will also be built around these two pieces. By then, the business model of Fun Medical will be more clear."

Although Baidu said in an interview, "Investing in the health road and the fun medical network is only part of the ecological construction of the medical alliance. We are more important to connect doctor-patient services and open up public hospitals online and offline." Attitudes collaborate with industry organizations, and more important scenes of treatment occur in hospitals."

But at present, Baidu's investment in Internet medical care is based more on the advantages of its own business. It has huge online traffic but no core resources in its hands. There is no clear path to what it wants to do with the “Medical + Internet Ecology Alliance partners”.

From Li Yanhong's other answer to the Fudan students, perhaps one side of Baidu's future layout can be seen. In October 2015, Baidu and Peking Union Medical College jointly launched an esophageal cancer research project. Li Yanhong said, “I need Baidu to solve this problem with its big data and artificial intelligence technology.” By finding enough samples of patients with esophageal cancer, the genetic commonality is measured as a prerequisite for prevention and treatment.

Alibaba: "Ali Health is the same as Taobao Tmall."

Ali's main business in the Internet medical field relies on Ali's health operations, and the establishment of Ali Health is the largest investment acquisition of Ali in the Internet.

Ali is a company that started to deploy Internet medical care earlier. In September 2011, the doctor-seeking drug network obtained tens of millions of yuan A round of financing from Yunfeng Fund. In February 2012, U Medicine U medicine received a million rounds of financing from Sina Weibo Fund, and U medicine U medicine also shifted from pharmacy O2O to management and health services for chronic diseases such as diabetes. In April 2015, the online medical platform “HuaKang Panorama Network” announced that the company had completed a RMB B financing of RMB 200 million, which was led by Yunfeng Fund. According to Liu Bo, CEO of Huakang, the financing will be used to accelerate the business layout of the “smart hospital” covering the entire chain of pre-diagnosis, pre-diagnosis and post-diagnosis.

In addition, Ali's biggest handwriting is also the most important strategic layout. In January 2014, he spent US$170 million to acquire CITIC's 21st century, accounting for 54.3% of the shares, becoming its actual controller.

Prior to the 21st century, CITIC was a Hong Kong-listed company with a focus on telecommunications and information value-added services, product identification, identification, tracking systems, system integration and software development. In the hands of the national drug electronic regulatory code, PIATS, as the electronic supervision code for each drug, consumers can track the drug manufacturers, distributors and retailers to ensure the quality of drugs.

At that time, Tmall Medical Museum has not yet obtained a drug sales license. As a medical shopping channel under Tmall Mall, it is more used as a platform for diversion between pharmaceutical companies, operators and institutions. After that, Ali acquired the first pilot license for the third-party online drug sales license and the 95095 trading platform website.

The online drug sales rights and drug data resources brought by these two companies are undoubtedly a big temptation for Ali Hao to throw heavy money.

On October 21, 2014, CITIC 21st Century officially changed its name to “Ali Health” (00241.HK). According to the 2015 Interim Report of Ali Health, the group's business “is an integrated healthcare information and content service provider, focusing on innovation and is committed to applying the most advanced information technology to provide Internet solutions for Chinese government departments, healthcare industry and consumers. ."

This statement was further explained in the case of Ali Health Vice President Ma Likou. "Ali Health's positioning is to provide solutions in the medical field using Internet technology. This idea and positioning is similar to the Ali Group's Taobao Tmall." In an interview with the 21st Century Business Herald, Ma Li said that Ali is in the health field. Drugs, pharmaceuticals, e-commerce, this aspect may be more obvious in the outside world, "the drug is the part we are doing relatively high."

According to Ma Li, Ali's health business plan includes medical services, health management and insurance in addition to traditional e-commerce drugs. "Pharmaceuticals and medicines are inseparable. Patients from health management, medical treatment to medication are a set of processes. When they are taken apart, they are also in line with our business layout."

This involves the health care network proposed by Ali Health and the direction of future pharmacies. The previous business of Ali Group was mainly composed of Taobao Tmall-based e-commerce, Alipay-based Internet finance and rookie logistics system. Founder Ma Yun began to propose the "DoubleH" strategy in the previous year, namely physical and mental health. After using the three major businesses to meet the basic material needs, Ali Health will assume the layout of the next health strategy. “This is the positioning of Ali Health within the group.”

In May 2014, Alipay launched the “Future Hospital” program. Simply put, users can use Alipay to complete the registration process, payment, inspection report, and payment list inquiry. “From the perspective of payment, I entered the medical industry and used Alibaba Cloud as the data support.” Ma Li said that with the health of Ali, these three parts have taken over the business of the Ali Group in medical health.

On January 5, 2016, at the “Big Data Driven Management and Decision Research” seminar held at Fudan University, Alibaba’s vice president, Che Pinjue, said that big data is not equal to data, not equal to cloud computing. Not equal to artificial intelligence. In the application process of data, we must pay attention to it: "There is no universal big data, only special big data, medical is medical, retail is retail. Before Ali has no rookie, I don't know much about logistics, special big. Data, its data distribution is different. Perhaps this is also a reflection of Ali's decision to use big data.

Like Baidu, Ali has taken advantage of the advantages of being an Internet company, starting with its own e-commerce and payment strengths, and cutting into the medical industry for investment and distribution. As for the future development, Ma Li said that the pharmaceutical industry is still the development front, in addition to the B2C business of the Tmall Medical Museum and the O2O business of the future pharmacy partner plan, it is also necessary to use the Internet to build a network of classified medical treatment. “We have seen some breakthroughs.” For example, she said, such as wearable device + APP can complete a layer of grading; shallow medical services, such as family doctors to complete a layer of grading, “We have started communities in Beijing and Shanghai. Carry out the pilot"; then grade it to the top three hospitals.

In Ali's 2015 Interim Report, we can also see that the two business directions in the future are the medical e-commerce business and the medical service network. Among them, Ali Health also proposed a business strategy after the proposed acquisition, including the integration of online and offline trading platforms, continued investment in software platforms and application data analysis to implement cloud computing and big data strategy.

Difficult to judge

On December 26, 2015, at the forum hosted by Shanghai Jiaotong University Antai College of Economics and Management and Shanghai Smart Medical Innovation Platform, Fu Dazhao, Secretary and Deputy Director of Shanghai Biomedical Technology Industry Promotion Center, said that there are three major opportunities for smart healthcare. They are the imbalance of supply and demand of medical services, the strong involvement of various capitals to bring entrepreneurial opportunities for entrepreneurs, and the difference in medical environment between China and foreign countries as an innovative opportunity for the industry to trigger business models. On the other hand, "the trend is good, the progress is slow, the doctors in the traditional medical doctor's interest chain can't do it, the industry standards are missing, and the information of various institutions has not yet been interconnected" is also the three major challenges.

"It is necessary to integrate the post-institution of the front yard of the hospital and let the doctors walk out of the courtyard." Ge Hang, chairman of Hangzhou Entrepreneurship Software Co., Ltd. said at the meeting that he believes that the future key areas of medical health development will be medical beauty and traditional Chinese medicine. Industry, smart wearable device industry, pension, gene sequencing and other aspects. “In the future, all industries will be brought together in finance. Insurance companies may buy hospitals, bundle insurance and medical insurance, and they are the biggest financial owners in the big health industry.”

Under the favorable policy prospects, more and more market players are participating in the process of Internet medical care. Whether Internet medical care is the Blue Ocean or the Red Sea, Internet crocodiles that have been competing for many years must be aware of it. Whether the profit model is more explicit, what ideas need to be abandoned or updated, how to improve the investment base and describe the future picture, is probably a new year before the big questions.

Taking Baidu's current situation as an example, Guo Yang, an analyst at Analysys think tank, believes that it is based on search resources and is a service tractor outside the hospital. From the strategic layout, “the role of the referral is more. Baidu said that the future will Do medical big data, including research, user, health management data, but have not seen it yet."

On the other hand, Baidu's challenge comes from the establishment of user credit. Recently, the long-suffering Baidu bidding ranking has bad feedback, and the public opinion on the Internet is boiling. The 21st Century Business Herald reporter asked Baidu about this matter. The feedback from the other party is that “the medical resources docked by Baidu doctors are all authoritative public hospitals. Our top three hospitals account for one-third of the country’s resources, and the corresponding doctors are also Certified and a working doctor in a public hospital." This response is in fact unanswered and avoids the explanation of the bidding ranking.

On January 12, 2016, Baidu Company announced that Baidu Post Bar had all kinds of diseases, and stopped commercial cooperation in an all-round way. It was only open to authoritative non-profit organizations. He also said that the "blood friend's home", an NGO that focuses on the prevention and treatment of hemophilia, has accepted the invitation of Baidu Post Bar and became the new owner of Hemophilia. But whether such statements and practices can be accepted by the public is still unknown.

Ali's future hospitals have not seen a smooth progress in the implementation process. The electronic prescription outflow problems reported by the media, online drug purchases and how to spur the prescription drug market are long-term pain points. “Ali started earlier, starting from the service of medicine, joining the future pharmacy and the future hospital. But the development of the hospital is not particularly smooth.”

Cao Jian, a researcher at the Center for China's Economic Development Research at the University of International Business and Economics, believes that "the future hospital is just a concept. There is no clear business model and what is going on. The things that online hospitals can do are still very simple. Now they can't afford the future hospitals. concept."

Guo Yang said that at present, the practice of multi-point practice and grading diagnosis and treatment has not given a clear direction. "BATs look at how the startups go, they will go to a more stable path, and they will have a certain accumulation through investment cooperation. "Furthermore, "there is competition between hospitals, patient data is not open, even if it can be obtained, other hospitals do not accept it."

As an entrepreneur, Li Zhi said that behind the Internet-led medical IT entrepreneurship, it seems that behind the prosperity, it is actually a local feather. "It is getting easier to start, entrepreneurship is getting harder and harder, and it is harder to keep business." The competition is getting more and more fierce. "The HIS has not changed much in the past 20 years, but the shape of HIS will change very much in the next five years. The industry revolutionary cycle is getting faster and faster, and the full symmetry of information makes the blue ocean more and more less."

"Now most companies are only doing a little bit of layout, Internet medical is exploring, and the profit model is not very clear. It is hard to say who has a particularly clear investment strategy." Cao Jian said.

Source: 21st Century Business Herald

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