Health site online, solid combination of "mouse + cement" mode has been successful

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Enterprise: Ambassador Kang

Type: Health management company

Profit model: The first is "light" love Kang Net, to "Internet + Medical Service" mode for members to provide online medical services, to members from dozens of yuan to tens of thousands of dollars of membership fees. 2005 transformation, mergers and acquisitions Medical Center, health care institutions, after the establishment of the ambassador, the use of "mouse + cement" mode. At present, in addition to membership fees, profit more from the offline entity medical institutions.

Zhang Ligang, chairman and chief executive, is a man who has been changing his status. In 1998, he gave up his PhD in genetics at Harvard Medical School in the United States, and returned to the country to help him set up Sohu, director of the Office, and in 1999, he set up an e-Dragon business Travel Network to "Internet + Tourism Service" mode, but in its landing on Nasdaq quietly withdrew.

The new identity of Zhang Ligang's chairman and chief executive is rooted in an occasional article. 2004 years on a plane trip, Zhang Ligang was attracted by a magazine briefing on women's health management files, and he was sensitive to the idea that "health management" is "blue sea" in China.

From the first "light" of the Love Kang Net, to "Internet + Medical Service" mode for members to provide online medical services, to later mergers and acquisitions of medical centers, health institutions, gradually adding "heavy" pace, with "mouse + cement" mode to build a higher competitive barriers, love Kang Ambassador last year turnover over 300 million yuan, Sit in the head of the health management industry without any controversy. At present, the state of love and health ambassador to complete the rounds of financing, investors, including Merrill Lynch, the United States, Eplanet, China International, the Qing Branch group and so on, accumulated more than 40 million U.S. dollars, health care industry is the largest financing company.

Copy e Dragon

Thanks to the deep experience of internet combat and medical background, Zhang Ligang intends to apply e-dragon mode to the traditional industry of health management, through the integration of network platform, call center and Medical entity resources, provide health management service for customers, and act as "matchmaker" and "matchmaking" member and medical institution. 2004, the Love Kang Net set up.

At that time, Love Kang Network's business scope is mainly to provide health records management, physical examination, health assessment and prevention, one-on-one health expert consultation, medical treatment green channel, expert appointment and other services. For example, the basic business of health records management, electronic records to record members of the medical data, diet, family history, personal history and other information, the file for life for members to save, on the Internet can be consulted at any time. Its core business is to visit the green channel and expert appointments, members can select physicians through the network to visit the doctor, can also call the Customer Service center, by the customer service staff for their needs, select the appropriate hospital, experts, and provide timely VIP appointment registration services, Members do not need to queue overnight, do not care about the relationship, do not buy high price can be suitable for medical treatment

Although similar to Ctrip, E-Dragon, "Internet + medical Services" operation, but in the profit model, the difference between the two to the travel service to collect commissions, Love Kang Network is "membership system" mainly to the membership fees. Membership prices ranging from dozens of to tens of thousands of dollars, according to the level of membership, access to health management services are also different.

In a short span of three years, the business scope of the company has expanded to 14 provinces and cities, with more than 400 medical institutions to establish cooperation for hundreds of well-known enterprises, insurance companies, medical institutions, government agencies and more than 1 million members to provide all-round health management services. It is understood that these members of the service card amount from hundred to million, even conservative estimates, love Kang Net annual turnover of more than tens of millions of Yuan, 2006 's revenue has been over billion.

"Hard" landing

To do the health management industry, E-dragon, Love Kang Net "Internet + Medical Service" mode seems perfect. However, Zhang Ligang found that without their own hospitals, all rely on external forces, this business model is lack of core competitiveness. Because the medical service cannot keep up with the requirements of the members, the million members of the network do not really convert to a stable and frequent visit to the core members of the Love and wellness network. In addition, the crowded public hospitals simply "do not send a policeman", so do not care about the network of customer resources, but not like the hotel to provide commission, which makes the simple reliance on membership fee business model of Love Kang network unsustainable.

So, at the end of 2005, unwilling to only for others to marry the love Kang Net "transformation" ——— began to consider landing.

In October 2006, Zhang just acquired the Beijing Kota Bailey Medical Center, a general Out-patient hospital which is renowned for its oral medical service in Hong Kong. At the same time, the pace of mergers and acquisitions in East and South China is also accelerating. In 2007, after obtaining 25 million US dollars investment from Merrill Lynch, Eplanet, Walden International, the United States of China Economic and trade group, Shanghai Venture capital, and Qing Ke Group 6 investment institutions (this is also the largest venture investment in the Chinese health care field so far), Zhang just bought a stake in the state medical institution, This became a landmark event in the transformation of the network.

Established in 2000, the Ambassador Medical examination is a chain of private medical examination center, at that time in the country has 4 medical centers, 3 in Shanghai, 1 in Guangzhou. It provides customers with 500 yuan to 8000 yuan of different grades of the medical package, in 2006 only in the Shanghai area received more than 100,000 of the number of medical examination. "Ambassador physical examination of the single shop business scale and profitability are currently the strongest in the industry, which is why we attach great importance to cooperation with the ambassador." "Zhang Ligang revealed that love Kang Network and the Ambassador of physical examination to change the way to merge, the two sides held 50% stake, set up the current love and Kang Ambassador.

In fact, the new Shanghai Ambassador Pudong Medical Center has tasted the sweetness in the first 3 months of the establishment of the Pudong ambassador, and nearly half of the customers come from Love Kang net. And in the eyes of Zhang Ligang, now the Love Kang Ambassador is like "Ctrip" and "like Home" this pair of gold partner. On the one hand, the Ambassador medical institutions let floating in the air Love Kang network to achieve a "hard landing", make up for the previous model lacks the core competitiveness of the fatal mishap, in the industry to build a higher competitive barriers; On the other hand, customers through the Love Kang Network Counseling Guide, can directly into the line of the Ambassador medical examination institutions and medical services.

At present, the state of love and health ambassador in the country has established 16 of its own medical institutions. In 2007, the revenue of the ambassador was 150 million yuan, which expanded to 300 million yuan last year and is expected to increase further this year.

Get through the profit channel of "Life Insurance"

In addition to online counseling and subsequent offline medical institutions, Zhang Ligang was also targeting another new area, the life insurance health management market, when it was founded in 2004.

It is reported that, by the human, management and other conditions, insurance companies are generally difficult to the insured's health status of effective guidance and supervision, resulting in a higher rate of reactive compensation. However, the AI-Kang ambassador can provide health care for insurance companies health insurance customers, to provide health education for policyholders, the design of personalized physical examination packages, disease prior control, control in the event and afterwards control services, effectively reduce the incidence of the insured, from the source to reduce their medical expenses. "There are a number of cases of insurance companies working with health authorities abroad that can make insurers spend 15% to 40% less." Zhang Ligang said that at present, the AI Kang Ambassador has established cooperative relations with Chinese longevity, Zhongyi life, Taikang Life, China-Hong Insurance and other institutions.

In addition, the ambassador also tried to provide health management value-added services for v IP clients of financial institutions such as banks. Zhang Ligang said that the bank to the health management as a value-added services to attract v IP customers will be the future trend of development, Love Kang Ambassador has now with Societe Generale, Construction Bank, deep development and other banks signed a cooperation agreement. "At the moment, health insurance, life insurance and value-added services are not the main sources of revenue for Zhang Ligang, but they contribute more and more to revenue and should be one of our main channels of profitability in the future," he said. ”