Medical O2O: Integration and complementarity is the future direction

Since the second half of 2014, the Internet market has continued to show huge capital investment in medical O2O. In particular, Tencent led the internet giant crocodile, two months even hit billions of dollars, a time to hit the largest scale in the field of financing, bat to dominate medical O2O ambition has already been clear.

On the other hand, the traditional medical giant face to the door of investment frenzy is also stirring, it is learned that Pfizer and other multinational foreign companies to explore the medical Internet in recent days, and as the world's leading drug research and development platform company's drug Wuxi, is the ancestors of a step directly launched a focus on rare disease diagnosis and treatment of medical O2O service platform-Dr. 360, The move marks the formal admission of the medical giant to the game.

One side is the internet giant that plays the resource integration and information pathway, one side is familiar with the medical industry and patients with the needs of the medical giant, both from the thinking, the concept to the business model is not good, in the investment outbreak and the industry shuffle of the golden Machine, the market and consumers will do what choice?

Internet thinking in the medical position

At the level of industrial distribution, internet companies still follow the traditional O2O business model strategy. Through the online on the disease and the doctor's information channels, to achieve a simple consultation and appointment registration, and then guide patients to the offline hospital treatment, and on the Internet after the referral of drug recommendations for consumption, thus optimizing the traditional treatment process, thus forming a complete medical o2o closed loop.

Patients are enjoying a one-stop appointment, registration, medical treatment, the purchase of drugs at the same time, internet giant crocodiles to seize the patient, doctors and drug suppliers resources, and ultimately create a medical O2O import hegemony, the future from the paid consultation, academic services, pharmaceutical marketing and advertising level of a large amount of gold, in order to obtain huge profits. In this respect, the media advisory said: "By the end of 2017, medical O2O Market size will reach 12.53 billion yuan." ”

The face of the internet to carve out the medical market tide, Dr Li Ge, chairman of the pharmaceutical Wuxi, said: "The primary goal of the medical industry is to serve the patients, rare patients are currently the society's most lack of medical resources to help the disadvantaged groups, we launched the Doctor 360 is to provide this part of the patients with non-profit professional medical services, This is the difference between us and internet companies. ”

The medical cross-border gap is insurmountable

For the future medical O2O blueprint laid by Internet thinking, a third medicine doctor said: "China's medical resources are relatively tense, especially in the third hospital, the proportion of doctors and patients seriously maladjusted, the doctor every day to take care of hundreds of people, the evening to take turns on duty, if the sudden operation and significant illness is free of interest." ”

Talking about the operation of the medical platform on the market today, the doctor explained, "Most of the answers to patients ' questions on the platform are edited by some editors, and the so-called expert title is just a gimmick." Even responsible experts will give students a lot of answers. The doctors at the three-armour hospital are all busy at the conference, how can we have time to answer the problem of the invisible disease on the internet? ”

With regard to the current status of medical O2O, McKinsey's health-care report also points out: "The medical Service platform in developed countries is different from the treatment, and the current Chinese products are still at the simplest level of diagnostic inquiries." Dr Li Ge commented: "At present, many internet companies to create medical services products, although from the industrial chain has formed a closed loop, but there are many links with the expectations of a larger gap, only from the" diagnosis "to" treatment "for the patient to solve practical problems is the hard truth, Achieving this often requires a more professional medical background and resource coordination capability. ”

Each take the director to blend and complement

As the core part of the health industry, pharmaceutical enterprises have been exploring the way of the medical O2O industry. Facing this problem, drug Wuxi Network Technology executive director Shiliyun said: "Internet companies in O2O resources and information through the level is worthy of our traditional medical enterprises to learn." However, in the patient service level, we are not only familiar with the needs of medical and patients, but also have a professional medical resources and a wide range of medical partners, can really put the core needs of patients "diagnosis" and "governance" to implement. ”

"For example, the provision of free genetic sequencing services for patients with rare diseases and the introduction of international advanced drugs and cutting-edge treatment programs are not available to Internet companies, and only genetic testing can save patients 13,000 yuan, which is extremely valuable both for patients and for the optimization of the medical industry." Shiliyun explained.

Whether it is internet predators or medical giants, both have their own advantages in resources, the Internet to build efficient information service channels to facilitate communication between doctors and patients, medical enterprises by virtue of resource background from the quality of the overall upgrading of service levels, the ultimate goal is to provide patients with professional quality medical services. In the same way, only the integration and complementarity is the future development direction of medical O2O industry.