At the moment, mass entrepreneurship and the trend of innovation are surging, and innovation and entrepreneurial activities are splendid. To say that in the industry most favored by capital in recent years, mobile medical care can definitely be among the best. According to statistics, the total amount of financing in the medical field in 2015 was about 15.75 billion yuan, and the total investment in the most popular VR industry is only 1 billion yuan. The degree of mobile medical investment is evident.
In recent years, in this field, not only Chunyu doctors, apricot forests and other "pioneers" are stationed, but also Chinese Internet giants such as Baidu, Alibaba and Tencent have come to help. Recently, Jingdong also reached a strategic cooperation with Taogu Technology and actively joined the camp.
While investors and Internet giants are optimistic about mobile medical care, mobile medical use frequency, low utilization rate, and the difficulty of realizing the voice is endless. Where is mobile medical care going?
Service closed loop has not yet formed
After experiencing a round of high-level financing, the mobile medical industry is facing some hidden concerns if it wants to develop.
Li Dianzhao, chairman of Kangkang Physical Examination Network, said that as of now, no Internet medical company has received high cash income, and no Internet medical company has explored a business model that can achieve explosive growth. The difficulty of realizing it has become a major dilemma facing the mobile medical industry. Even for several large mobile medical platforms that people are familiar with, there are few plans to complete the realization.
"At present, most of mobile medical services are based on Internet technology and hospital informationization, and it is still in the early stage of development." Wu Xiugang, general manager and strategic deputy general manager of Wenkang Group, said that the development of mobile medical is subject to the medical industry. “Three Highsâ€: high professionalism, high degree of monopoly and high policy risk. Therefore, mobile medical services that belong to the cross-border integration of the Internet and medicine are currently very difficult to operate. It is difficult to complete the closed loop of medical services simply relying on the operation of the Internet.
Wu Xiugang said that because the front-end consulting services are easier to cut, many medical platforms are now mainly based on front-end consulting services. Given that the income from each user is too low, subsequent inspections, drug-taking, surgery, hospitalization, etc., which require a large price, cannot be involved in profitability.
“Mobile medical care must rely on offline entities as a support.†Wu Xiugang believes that mobile medical projects must generate value in the relevant links to be recognized, and some people will be willing to pay, mobile medical companies need to constantly improve their services. It will be a long process to have long-term profitability only after being approved by the user.
Accelerating the transformation and trying to break through the "commercialization of mobile medical treatment is still very long. But most of the mobile medical enterprises that have survived have calmed down from the white-hot competition that relied on subsidies and activities to seize doctors' resources and hospital resources two years ago. Thinking about how to polish the service and how to connect with the medical system in depth is a very optimistic development trend." Wu Xiugang said.
It is reported that from the second half of 2015, most mobile medical companies began to seek transformation in the predicament of “medical immobilityâ€. They often combine the policies of the state to deepen the reform of the medical and health system to explore the depth of business, integrate the in-house services with the national policy, and use the Internet technology to further improve medical services with medical institutions and governments. For example, Ali Health, Good Doctor, Micro-Medical, Seeking Medical Medicine, etc. are constantly exploring cooperation with the government to create family doctor services, Internet hospital services, etc.; Lilac Garden has opened offline medical services, online and offline integration development And some mobile medical companies have switched from disease treatment to health management services.
In the business model, mobile medical companies are also actively exploring. According to Jiang Weiwei, research director of the medical industry of Analysys think tank, mobile medical companies are actively exploring business models such as realizing pharmaceuticals, realizing insurance, realizing offline and realizing data expected in the future.
Under the exploration of various monetization modes, cooperation between insurance companies, intelligent hardware, medical e-commerce, and medical enterprises has continued to deepen, and the industrial chain has become increasingly sophisticated. At the same time, the mobile healthcare industry is also showing new trends. Jiang Weiwei said that the vertical segmentation field has attracted the attention of mobile medical companies. Based on the functions of the original consultation and registration, the sub-field has become another feature of the industry development. The test of chronic disease management and overseas medical treatment has been continuously obtained from the market. Accreditation; at the same time serving the primary medical needs, assisting the government to establish a family doctor and other service systems has also become a new direction.
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