Current situation and pain point analysis of mobile medicine

The establishment of "doctor-patient" relationship based on mobile medical platform is the core of mobile internet access to medical care.

With the integration and efficiency of the characteristics of the Internet has changed a number of industry patterns, in contrast, medical care is relatively conservative industry, and the integration of the Internet does not seem to be so rapid. However, in the past 2014, the cross-border trend seems to extend to the medical field, especially the rapid development of mobile internet and wearable equipment hardware, software development, mobile medicine has become one of the hottest topics in the 2014 medical field, the number is probably the best evidence, according to statistics, The 2014 Mobile Medical Enterprise financing case is nearly 3 times times the total number of financing cases in the field in the past 5 years. The development of intelligent terminals make registration, appointment, payment and other links become more efficient, but the industry generally believe that, despite the influx of hot money, the current market pattern is still more hovering in the peripheral areas of medical services, has not really touched the quality of health care resources of the industry pain point.

Last year more than 80 financing, BAT enclosure mobile medical market

Internet efficiency, integration of the characteristics of the restructuring of a number of industry, but also gradually began to infiltrate the medical field, 2014 can be regarded as the domestic mobile medical market so far the most "hot" year, according to statistics and public reports, the 2014 Mobile Medical enterprise financing cases amounted to more than 80, This is nearly 3 times times the sum of all the financing cases in the field over the past 5 years. The number of surges in the same time, financing scale can not be underestimated, at the beginning of the year, Alibaba spent 1.037 billion yuan to buy Citic 21st century 54.3% of the shares, continue its pace of health industry: December, Ali healthy "prescription electronic" platform in Hebei, Hangzhou trial Run, This is also the first domestic hospital electronic prescriptions streaming out of the platform. July, Baidu joined hands with intelligent equipment manufacturers and service providers launched "Beijing Health Cloud", the end of 2013, Baidu online dulife intelligent equipment platform, and hardware manufacturers to launch a healthy hand ring, intelligent blood pressure meter and intelligent body fat measuring instrument, such as a variety of mobile health equipment. August, Spring rain doctor completed the 50 million dollar C round financing, October registered network to get 100 million dollars in the C round financing, Tencent has a total of 170 million U.S. dollars into the Clove Garden and registered network, layout mobile medical market, mobile medical hot money surging.

It is expected that by the end of 2017, China Mobile medical market will reach 12.53 billion yuan, on the one hand, the huge market size by the capital and manufacturers smell, on the other hand, the medical field has always been relatively conservative, but in the doctor more practice, the Internet sales of drugs and other policies favorable situation, The potential market value of the medical field has led many institutions to keep a close eye on the cake.

Health organizations with data advantages are also actively involved in mobile medical

In addition to the massive influx of money into the mobile medical field, at present, the market pattern of the industry is numerous, including the current mobile medical market pattern is roughly divided into the following categories, such as the registration network to the hospital for the mouth, such as good Doctor online, spring rain doctor to the patient for the mouth, Clove Garden is a doctor into the mouth of the representative.

Not only that, some of the health industry with data advantages are also actively involved in mobile medicine, Zhang Ligang Chairman and CEO of the mobile medical care has been the impact of the health, he felt that the life and death of enterprises. "Do not do a good job of mobile medicine, and then work for bat." "Mobile medical care has become one of the three major profit points for the 2014 business layout of the ambassador. Zhang Ligang says he spends most of his time on mobile medicine. Reporters from the love of the ambassador insiders learned that the end of March this year, the beginning of April, Ai Kang Ambassador will be released two mobile medical related app.

The extension of the medicine to the doctor after Bat intervention

The bat has been a strong intervention in the field of mobile medicine, has not been satisfied with this. In the Mobile medical field, Ali Health is committed to building a "cloud hospital" platform, that is, based on this platform to achieve registration, appointment, diagnosis and treatment, drug purchase, payment and other complete closed loop. December 2014, Ali healthy "prescription electronic" platform has been in Beijing, Hebei, Hangzhou trial Run, this is the first hospital electronic prescriptions streaming out of the platform. Patients will be the prescription list uploaded to the platform, the pattern and "drop a taxi" similar to the pharmacy on the platform after receiving a prescription to rob a single, pharmacies may be on the price, manufacturers and so on. The patient may choose according to the price, the brand, the service and so on, finally obtains the order the pharmacy to be responsible for the medicine distribution, the patient may also go to the entity pharmacy to own Based on this, Ali Health is also expanding with the entity pharmacy cooperation, it is understood that Ali Health has been with the country about 50,000 pharmacies reached cooperation.

It is obvious that Ali is not satisfied with the distribution of drugs only, to truly realize the complete diagnosis and treatment of mobile platform closed loop, the nature of doctors, hospitals as the core role of participation. The reporter from Ali Health insiders understand that Ali Health has begun to achieve the extension from medicine to the medical, committed to through the Internet to achieve registration, interrogation and prescribing, payment, purchase medicine, such as complete closed-loop. It is reported that Ali healthy his system and cloud hospital platform is currently mainly used for small and medium-sized medical services, large public hospitals are still expanding. As for the current expansion, Ali Health said it is still inconvenient to disclose specific progress, but said that, apart from the two or three-line city and grassroots hospitals, for the relatively difficult three-Jia hospital, Ali Health has also made some achievements.

Clear concept

What does mobile medicine look like?

Difficult to define, should have mobility, medical-related characteristics

Zhong, Deputy secretary General of China Hospital Association, to give mobile medicine the next precise definition is more difficult, "If you're trying to define mobile medicine, it should have a few characteristics, first move, and there's no question about that," Zhong, the existing hospital is fixed, internet technology, In particular, the development of mobile Internet makes mobile medicine possible. The second is related to medical care.

"The difficulty in defining mobile medicine is that there are some aspects of medical care, such as hospitalization, which are not mobile." Current mobile medical treatment can be understood as the process of the diagnosis and treatment of the various aspects of the separation, so that the mobility. ”

Medicool Medical software company chairman Dr.2 in his "mobile medical matters" that the concept of domestic mobile medicine began to appear in 2011, the March, The good doctor released the iphone version of the app,11 month, Spring rain handheld doctor online is the beginning. The narrowest of mobile medicine is the closed loop of Sensor+app+service (SAS), which extends quality medical services through the Internet with the help of the latest sensor technology and the efficiency of mobile Internet.

Current situation and Pain point

The treatment process is "patchwork"

In Zhong's view, the existing mobile medical model for many of the traditional mode of the split, it is noteworthy that the current or can be split medical links are still more than medical peripheral services.

In the future, some apps and drops of taxis, public comment model similar to the surrounding hospitals (covering three, grass-roots) to search, the existing app already can do some counseling, interrogation, based on such a platform, the diagnosis and treatment links to split, patients can select a medical institution online, "Perhaps you have a house downstairs there is a clinic, But maybe the clinic doesn't have independent labs and imaging equipment, to diagnose the disease, you may have to search other nearby agencies for testing or test, these links can be completed in a hospital, for patients, ' patchwork ' to complete the diagnosis or in a hospital more convenient? The answer is obvious. ”

Zhong said that some of the existing mobile medical platform model is to check the results in the platform summary, doctors can complete a number of diagnostics online, he does not agree, "if the doctor diagnosis process needs to touch the belly of the patient, I am afraid to continue to run the hospital." ”

The core services and peripheral services of medical care are still the latter in most of the areas covered by mobile medical institutions.

"Perhaps some day in the future, people with physical discomfort, such as stomach pain, through the mobile internet can accumulate a lot of data such as ' robotic triage ' describe the main symptoms, from a medical point of view, stomach pain may involve stomach, intestinal, pancreas, abdomen and other systems and organs lesions, through this ' The machine ' can communicate with each other in an interactive way, which may be a kind of triage, but it is not a diagnostic service after all. The accuracy of the classification of the disease through data collection is still open to question.

Industry insiders believe that the network to buy drugs market there is a lot of space, a lot of drug-related needs such as medication guidance has not been met.

Five Questions Mobile Medical

1 Ask the Doctor

Mobile medicine has not yet established an online "doctor-patient" relationship

such as Ali Health, spring rain and many other services currently provided are still hovering in the peripheral areas of the medical core, including online registration, electronic payment and mobile phone inquiries, self-service print inspection results, etc., "This is similar to the public comment model, the user can be agreed in advance restaurants, seats and even orders, pay and booking and other takeout, But the chef is not involved in the process, doctors in the medical services as cooks in the restaurant, doctors in the medical services at the core of the position, can not be replaced. ”

Deputy Director of Neurology Department of Xuanwu Hospital, Capital Medical University Biaoru, director of the Department of Neurobiology, said that "for mobile medicine, especially medical care, this is a substantial impetus, in the monitoring of disease symptoms related to information, if the doctor-patient relationship in the mobile medical platform can be established to achieve the patient's symptoms change remote monitoring to guide treatment ". The significance of the data is no longer limited to research, based on the medical service relationship, but also can help doctors to achieve patient health management.

and the current data collection is mainly used for large sample analysis, is not in the establishment of "doctor"-"patient" relationship between the case, the patient ultimately hope to receive medical services, if the provision of information or convenience, not touch the industry "pain Point", the real pain is that the sick patients can not find professional doctors, The health of the public is not managed by the person, and without the doctor's participation there can be no real mobile medical care, "not that you have an iphone or an ipad, I can be your doctor." "Many already in the use of Internet or mobile terminal registration, and so on, always wandering in the periphery of medical services."

In Zhong's view, the development of mobile medicine is also related to the particularity of medical service itself, the mode of the medical service is one-to-one, and the network school can break the time and space limit, the same teaching content by the platform to spread different, network hospital mainly have two points difficult to realize, one is based on "doctor-patient" mode, The network hospital offers one-to-one service, which is different from a one-to-many model in a network school. In addition, the service provided by the Doctor is based on "Hango", based on the mobile medical platform, "there is still no place to achieve", it is based on the characteristics of these two aspects, "Network Hospital" to become a complete network hospital.

How to attract medical resources as a core role to the line, Zhong that this is actually a pseudo proposition, "frankly speaking, the doctors who are attracted to the line are still mainly the two or three-line city and the primary doctors or the small doctors in the big hospitals, and the famous doctors in the three-armour hospital may not have the time to interact with patients on the internet, This may affect the quality of the doctor's interrogation on the network platform. ”

2 asked Yun Hospital

Still playing the concept of drug delivery at best

The sale of drugs is also an important part of mobile medicine, and with doctors involved in the core of the diagnosis and treatment links, the drug's cloud purchase, distribution seems to be a little easier, especially if the net sale of prescription drugs, the market potential is huge. Data show that the total size of the Chinese medicine market in 2013 is 1.1463 trillion, and 80% of the sales share is still in the hospital. Zhong that there are still some difficulties in achieving the prescription-line transfer, the hospital and disagree is one aspect, "so many organizations can only be broken, at present, many ' Cloud hospital ' still stay in the conceptual level, does not have a complete hospital function, at best is the drug cloud distribution, has not intervened in the core of medical treatment stage. ”

In addition, from the current industry patterns, pharmaceutical companies are more willing to support the physical pharmacies, "in the framework of corporate support, there will be more concessions, so that consumers profit." Wang Shahai, co-founder of the handheld Pharmacy, told reporters that about 50% of the hundreds of drug pharmacies in the 30,000-strong pharmacy that had already reached cooperation were included.

Wang Yu said the future handheld doctor will also focus on helping physical pharmacies to carry out O2O sales of pharmaceuticals. The handheld pharmacy initially locked the target in a pharmacy rather than a hospital. He believes that after years of market cultivation, the public's online shopping behavior has matured, but the network to buy drugs market there is a lot of room for growth, the people's many drug-related needs have not been met, and the drug needs of relatively special, non-traditional fast-extinction industry can be met, such as medication guidance.

3 Ask the Expert

Line offline under no combination of mobile medical change foam

There is no medical core of the doctors to participate in it, mobile medicine in the diagnosis and treatment of the use of the place? In Zhong's view, acute disease may not be suitable for mobile medicine, "unless there is a very large number of clinics, each resident happens to have a clinic, laboratory and video room downstairs." "But for chronic diseases, O2O may be a viable way to move medical care, or network medicine," he said. "Can be a part of the surrounding services to be completed online, including appointment, registration, etc., through intelligent sequencing, can avoid patients to concentrate on the hospital and waste a lot of waiting time, that is, online registration, the mode of medical treatment." ”

"I'm bullish on O2O mode, for example, a family doctor or a community doctor, only for the community-wide population services, doctors may not be in the community to sit, patients can be online informed, doctor visits, doctors every visit there is different from the registration fee of fixed house visits, some of the difficult serious disease can be resolved. In addition, the doctor after diagnosis if need medication, can use the drug sale platform to achieve distribution. Mobile medical care can be combined with a system of visits to address some of the initial needs, "this may be a direction for the future, but it must be clear that those who are willing to make visits are also based on low seniority or primary doctors." ”

"I personally agree with the mobile medical treatment, but I am worried about the bubble, because many capital, institutions are currently involved in the field of mobile medicine, capital for the purpose of profit, simply for the pursuit of efficiency and return on the impact of the healthy development of the industry, after all, medical services are essentially a kind of semi ”

4 Ask the network to buy medicine

Triage hospital prescriptions, policy undecided Rob layout

Whether online or offline, drug purchase has always been an important part of medical care, especially last May, the state Food and Drug Administration issued the "Internet Food and drug management measures (draft)" and public consultation, the net sale of prescription drugs has become a business competition for the powerhouse. Among them, Ali has been with the country about 50,000 pharmacies signed cooperation, online payment, distribution or online payment, physical store drug model will be the net sale of prescription drugs to further push away. A number of shops, Ali Health, Jingdong Mall three network shopping platform have access to the network to sell drugs "tickets." Traditional pharmaceutical electric dealers are also eager to, in January, Beijing good pharmacist large pharmacy Chain Co., Ltd. (hereinafter referred to as "good pharmacist") and a Beijing Anorectal Hospital signed a strategic cooperation agreement, the two sides will operate, technical support, high-quality resource sharing cooperation. In the opinion of Zhi Tao, vice chairman of good pharmacists, in the future, people can buy prescription drugs in two categories, one is to get a prescription in the hospital after the photo upload, and create a network hospital may be a prescription for another way, users may be in the Web site to the professional doctor questions and also access to electronic prescriptions, and then complete the purchase of medicine, To achieve the online solution of this process.

It is reported that in 2011 the official line of the handheld pharmacy currently total user volume has exceeded 50 million, industry flow ranked first, now with more than 30,000 physical pharmacies to reach cooperation, network pharmacies gradually connect the "ground" gas, in the Wang Yu Sea, handheld pharmacies to provide guidance, drug-seeking help and drug purchase services. The reason for cooperation with the entity pharmacies, on the one hand, is based on product species richness and security considerations, on the other hand, to speed up the distribution of drug delivery, can be delivered to consumers faster. "And the online delivery time after a single day, slow two or three days." ”

5 Ask Wearable equipment

Standard missing accuracy is difficult to guarantee

As part of the mobile medical market, the development of wearable equipment is obvious to all. Xu Liang, director of the Beijing Institute of Ophthalmology, said that the current wearable equipment is mobile medical data collection of a way, but some wearable equipment did not pass the professional assessment, perhaps with the hospital cooperation is a way.

Wangxiaolio, a technology columnist, told reporters that the core value of wearable equipment in terms of health is the large data in the background cloud, whose most desirable value is forecasting. Accuracy is a common problem faced by wearable devices if the prediction function is to be very good. The accuracy of the data monitored by some equipment is critical because the data is directly related to its predictive and recommended function for human health. The current wearable equipment is more of a "technology circle", if this type of equipment can be used in clinical, the participation of specialized personnel is essential.