Deep analysis of new opportunities in mobile medicine

I studied medicine, studied in Concord for eight years, then went to the United States to do large medical data and medical technology strategy for this work, and then returned to create apricot trees. In the United States, I felt that mobile medicine was a wave that was sweeping through the American medical system. In China, such trends have been emerging, demand is very strong, the market size is very large. However, to find the right business model is still more difficult, this is the basic judgment.

Tell a story first. When I was in America, I picked up a small stray cat, adopted it, took it to the doctor, and the doctor prescribed the medicine. A few days later, received a phone call, the vet called, asked "Floret" how, and in a few days to the past to hit the vaccine. I was very moved, the vet and my cat's name, remember to hit the vaccine, I stayed in Concord for many years, never a doctor called me. The level of medical services in China is quite different from that in the United States, and there are many problems, which is opportunity.

Why is there no listed medical company in China? Institutions and talent

Although the opportunity is big and cannot be blindly optimistic, the real problem is that today China's medical or health internet and mobile internet have so far not a listed company. Why?

First, institutional reasons. At present, the system of medical system and hospital is nationalized, incomplete market-oriented system. To use the Internet to solve problems and generate revenue is still relatively difficult to achieve; second, policy issues, government regulation is very strict, approval and market access system threshold is higher, especially medicine and equipment circulation; again, technical problems, medical care is a highly technical field, and relatively closed, For example, the diagnosis is temporarily unable to use the Internet to solve. In a word, the system and policy are external factors, the professional threshold is the intrinsic factor, it can not form scale and systematization, these are very realistic problems. Just as the law industry does not appear listed companies.

To play mobile medicine, in addition to circumvent the system and policy, but also need team members to both understand medical care, but also understand the expertise of the Internet, which is a high threshold for entrepreneurship.

And abroad, in the United States, listed medical internet companies no fewer than five, Japan has at least two to three, Europe also has a lot of homes. I believe that the same market volume of China, will certainly appear in such a listed company.

Institutional triangular relationship: hospitals, patients and insurance

The key to figuring out the health care system is to find out who you serve, who you earn, and what your relationship is. Because of the complexity of the system, this relationship is difficult to get along well. We capture the core of the key people, in fact, the "triangular relationship" between the three: the provider of medical services, patients and payers.

Patients are the users who need medical services.

Service providers are divided into hospitals and doctors, the two can not be confused, in foreign markets, the market mechanism, the Doctor is a freelancer, does not belong to a certain hospital, patients to find a doctor, doctors for its recommended hospital. In the country, the doctor still belongs to the hospital, the patient is to go to a well-known hospital, rather than find a famous doctor. I am particularly optimistic about the future China, hospitals and doctors separate, patients directly to see a doctor.

Paying parties, including social security and health care, are a key factor in China's national conditions. 90% of medical spend are reimbursed by government-controlled insurance, with less market share in commercial insurance. Insurance is a "triangle" of the rich and the controller, it controls the medical system of cash flow, it determines which drugs can be reimbursed, can be used, which determines the need for your entrepreneurial direction. China's health insurance is divided into four types: Social Security, new farming, urban health care, civil service health care.

In addition to the triangular relationship, there are products and technology providers. such as drug companies, China's medical costs more than 40% from the drug, the market size of nearly 1 trillion yuan, and the annual rate of 10% increase. More than 70% of the drug cost is a recipe, controlled by a doctor, and less than 30% of the remaining OTC (over-the-counter) is purchased by consumers. Medical devices are similar.

How to stamp the "pain point" of the Medical service parties?

The patient's needs are very clear: to see a reliable doctor, save time, cost. At present, the domestic has appeared for the patient service good products, such as good Doctor, Spring rain doctor, but not perfect, the user experience has yet to be improved. I think the good user experience, can let the user three steps to solve the problem, where are you now? What's your symptom? When do you want to see it?

The needs of service providers, hospitals and doctors are similar: Save working hours, increase efficiency, increase income in a legal situation, reduce the risk of my career, avoid doctor-patient disputes, and for hospitals, just need to increase income and benefit doctors and hospital ratings.

For insurance, there is little room for government-controlled social security. The market is commercial insurance, the breakthrough point is to increase sales, reduce the rate of compensation.

For products and technology providers, to increase sales and market share, so that health insurance coverage, and better marketing to doctors is their main demand.

Business model Keywords: pay

In China, there has not been a particularly mature model of large-scale, which introduces three typical foreign representative.

Epocrates (NASDAQ:EPOC): The world's first listed mobile health company. Provide immediate clinical information support to physicians, who cover half of all U.S. clinicians, earning 100 million of dollars a year from drug companies. The current market value is 300 million dollars. The company was first founded by Stanford two students, a medical school, an MBA, and two people were creative when watching baseball and then doing it together. Previously unknown, when Apple mobile phone listing, suddenly dug up. Because the American doctor practical Apple handset is very many, the penetration rate is extremely high.

I-triage: The patient's handheld self-diagnosis tool. Founded by two emergency doctors, they found that many should not see the emergency patients run to see the emergency, the lack of a triage link, so they made this appeal into the app, to solve the user's tummy pain, self-help diagnosis to the problem of the Department, and then recommend a nearby hospital. Two founders did not have a technical background, one will write the program, with spare time to do, not financing, not specifically promoted, through the user's reputation, two years to achieve millions of users. By the end of 2011 by the United States top five insurance group Aetna acquisition.

ZOCDOC: Based on the concept of lbs, let patients find doctors and pay for doctors and insurance. The main business is mobile doctor recommended, registered service platform, now contracted doctor million, annual appointment volume of millions of. The cumulative financing amount is nearly 100 million dollars, the company prepares an IPO, the company founder is a doctor with medical doctorate degree, before McKinsey has been a consultant for many years.

New opportunities: Customer relationship, chronic disease management, hospital it, micro-credit Application

First, the doctor's customer relationship management. American veterinarians have a CRM system, and China has not yet started. This helps doctors manage their patients better, adding value to patients or doctors.

Second, the patient's chronic disease management. With more than 300 million chronically ill people in China, the population is already big enough to be the equivalent of a top-tier Internet product. You can get millions of users from any chronic disease, active and dedicated users, and a doctor is a patient's just need. Specific products can allow users to manage their own diseases, get timely help. Focus, the user scale up, social and commercial value will be reflected, many enterprises will come after you.

Third, the mobility of hospital information system. China's electronic case is not particularly good, according to an example, a hospital's information system development spend 10 million per year, spend 1 million maintenance, because the electronic case system downtime, the hospital can not open one day. If this happens in internet companies, the person responsible will not have to come to work the next day. Therefore, based on the cloud, very practical, easy to use, development and maintenance of Low-cost mobile applications can find opportunities, early in the private hospitals and clinics can start to break through.

Four, micro-letter applications. If the micro-letter has a medical subdivision of the "Du", that is Durex's micro-letter account, so that every day to help users explain such as diabetes, such as the breakdown of areas, gathered a rigid demand for users, can produce commercial value.

The patient's real-time monitoring. Through mobile technology, real-time monitoring of heart rate, blood pressure, and even electrolyte, can help users predict future diseases, this clinically meaningful data.

I believe that the medical profession, is indeed a more need to adhere to the spirit, boil the spirit of an industry. If entrepreneurs have ambitions or ideals to join the mobile medical profession, and those who are willing to use the products and technologies to change people's lives or life, it will be very promising.

(Responsible editor: The good of the Legacy)