Mobile Health The second wave of entrepreneurial boom remains confused: copying foreign models

Absrtact: Mobile health gradually into two entrepreneurial tide Chini has been in the new mobile health industry than the 3D printing business two times. May 25, Beijing New Rui Time Technology Co., Ltd. was formally established, Chini as general manager, one months ago, he just from the mountain Hai Shukin


Mobile health gradually into two entrepreneurial tide

Chini has been in the new mobile-health business twice in the 3D print.

May 25, Beijing New Rui Time Technology Co., Ltd. was formally established, Chini as general manager, one months ago, he just from the Shan Hai Tree Health Industry Investment Management Co., Ltd. left.

On the face of it, Chini left a company to start another company, but in his view it was a breakthrough in the profit model of a mobile health industry.

In China, the mobile health or mobile healthcare industry sprang up in 2012, with the popularity of mobile internet applications and the rise in public health and medical needs, the upsurge in the use of the Internet to transform and even subvert existing medical models.

At the time, the author of Eric Toppe, an American cardiovascular expert, who quickly passed on a translation of the revolution in personal health, the subversive medical-data era, was a new picture of the medical industry in some of the internet people. At the same time, the United States has created a large number of mobile health companies, many entrepreneurs profit quite well.

Chinese investors and entrepreneurs sniffing the business are fast moving into mobile health, but, for nearly two years, the names of martyrs have been accumulating and survivors few, and entrepreneurs have never found a sustainable profit model.

Strictly speaking, Chini is not the martyrs, the former one he fell, the latter he stood up again, and is trying a new profit model.

"21st Century Economic Report," the reporter found that a similar xinri when the transformation of a number of companies, is currently in the mobile health industry, the second wave of impact: the first wave of entrepreneurs in the industry understanding of the deepening of the rapid transformation of the foundation, the new people learn from the martyrs of the lessons.

The mobile health sector is quietly experiencing a paradigm shift and breakthrough, with investors and entrepreneurs firmly convinced that they can break through, yet there is no well-established business model in the industry without changing the existing health care system.

First wave of entrepreneurs switching runways

The root cause of failure is behind closed doors.

Chini changed the business model from patient-oriented to vendor-oriented, i.e. to C through to B.

"When I started, I wanted to serve patients directly, because clients were huge and later found to be logically problematic," Chini, a reporter for the 21st century Economic report, said, "Patients value hospitals and doctors ' brands, and technology companies offer medical services that don't make sense." ”

Chini's first venture was to have a patient's home with a sphygmomanometer, ECG, blood glucose meter, body mass meter, weight gauge, and many other mobile measuring devices, recording body data through a tablet computer, and users receiving doctors ' advice online and paying fees.

But later, customer feedback is very unsatisfactory, from April 19, 2012 to the market, by the end of the year hastily ended. Chini told the 21st Century Economic report Reporter: "The sales situation is not ideal, complicated operation, the elderly for a moment can not accept." The resources of doctors are also very limited. ”

Chini summed up the failure of the first venture is behind closed doors.

"Sitting in the house, patting his head and saying that's what the client wants," he told the 21st Century Economics report, "It's very dangerous." ”

Today, Chini the target customers to medical equipment manufacturers, medical institutions and nutritional supplements and other businesses. He is not thinking of patients as customers no way out, but first to solve the survival problem: to B satisfied with survival, and then gradually extended to C.

The new company has not completely abandoned its previous results, many wearable devices become easier to operate, using the collected patient body data to help wearable equipment vendors maintain customers, including data services, customer management and value-added services, while wearable equipment manufacturers can become products and services by providing products, To avoid a fierce price war.

Zhao Yi new ideas, through the new model data collection, but also for the nutritional supplements companies bring value, the company can combine the measurement results, to provide more scientific advice to users.

and its third target customers medical institutions, especially private hospitals, can be established through the establishment of electronic medical records, long-term retention of patients "viscous."

Contrary to the new Zhao Yi, jian an huaxia founder Yang Feng after the first company was acquired, the new company's target customers from the medical institutions to patients, focus on diabetes. That is, to B to C.

Earlier, Yang Feng's company tried to improve the level of hospital information, but the Microsoft engineer immediately found that he was in fact a project-oriented company, doing very hard, but because of the narrow customer base, can not see the big prospects.

In Yang Feng's view, the deeper reason is that public hospitals are not active in this, and getting orders is more dependent on relationships. He felt that he was more suitable for the broad masses of consumers.

An important sign of the transition is the development of a "medical follow-up" software, a system that hopes to help diabetics, similar to the "good Doctor Online" model created by Wang, where doctors can open their own clinics and diabetics can receive doctors ' guidance.

The second wave of new people, full trial and error.

began to enter the mobile health market segment.

On the afternoon of June 7, Shangchho Kang (Beijing) technology Co., Ltd. released the first product ――37mhealth blood pressure housekeeper, the industry is more accustomed to call this by several "" "created by the company 37 health.

37 Health model is similar to Jian an huaxia, focus on the single disease of the online doctor-patient communication, unlike Yang Feng, 37 Health founder Devan not experienced the transformation.

37mhealth blood pressure Butler not only sells Sphygmomanometer, it is based on iOS and Android mobile platform, patient's blood pressure data can transmit to doctor end and relative side, in order to keep the user "stickiness", this sphygmomanometer also plans to establish blood pressure ward community.

Devan that 37mhealth blood pressure Butler has a competitive advantage in similar products, "This is the best of the existing sphygmomanometer." He told the 21st Century Economics report.

Investors are also very optimistic about the prospects of new products, 37 health has just won a total of 10 million yuan of financing, the founding partner of the Big River venture King told the "21st Century Economic Report" Reporter: "We are optimistic about the health industry, bullish on behalf of the Wanhui team." ”

However, the 37mhealth blood pressure butler still needs to constantly improve the function and pry the core resource doctor.

According to the 21st Century Economic Report, as recently released, the Sphygmomanometer has not yet been certified by the FDA as two types of medical devices, which means that no doctors are willing to offer advice on the basis, and that one of its core values is not in place. Even if all its functions have been perfected, it needs to undergo market test.

In fact, the second wave of entrepreneurs began to enter the mobile health sector market segments, quietly opened a comprehensive trial and error phase.

Liuzing, who has been in the mobile development of Ericsson for many years, moved the new office to the Yintai center of Beijing CBD, which is not unrelated to the positioning of the new company's customer base.

Liuzing's customer base, a middle-class with a certain economic strength, is committed to building a family physician, he told the 21st Century Economic Report: "Family physicians will provide customers with meticulous care and, in the event of a major illness or emergency, can offer professional referral advice." ”

Liuzing that the family doctor model can alleviate the Chinese army to rush to the Big hospital, director of the status quo.

Unlike all the patterns mentioned earlier, Liuzing does not think technology can change everything, even when it is in the industry, "medical care ultimately depends on people, the pure online tools do not solve the real problem, medical services and online booking, hotel is fundamentally different." ”

Liuzing is temporarily reluctant to disclose the name of the new company, but according to his statement, in the future, the target customer base will be found in the vicinity of the company to provide professional medical personnel, these professionals by doctors, nurses, staff composition, online to solve the customer's medical problems, and thus establish customer stickiness.

Three puzzles haunt the industry

See "Pit", no profit model.

For the current pattern of mobile health industry, the general view of the industry is that: benchmarking enterprises have gradually set up but still constantly adjust to meet market demand, such as Lee every day clove garden, Wang good Doctor online; in the field outside the benchmarking enterprises to complete market segmentation and trial and error; Restart the runway for the entrepreneur, The newcomers tried to avoid the mistakes of the martyrs.

A number of respondents to the economic report 21st century, said that at present, the most likely to make the mistake is not to seize the customer's real needs.

"Many companies have misjudged the market," Chini said. ”

It is understood that most of the existing mobile health entrepreneurs come from the IT industry, entrepreneurship at the beginning of the medical, health areas only superficial perception, and in fact, medical thinking and it thinking is far away.

"The Internet industry is characterized by openness, flexibility and rapid change, while the medical profession is more rigorous and closed," said Liuzing, a reporter for the 21st century Economic report. It converts to medical thinking, or medical talent with Internet thinking, takes time. ”

The second common problem in mobile health is the migration of foreign models.

In Yang Feng's view, the once-hand "subversive medical-data-age personal health revolution" has led Chinese entrepreneurs to assume that the big data age can come soon, but his personal experience has shown that there are still many obstacles to the use of big data in China.

Yang Feng in Microsoft has managed the MSN, Hotmail and other large data items, but when he entered the Union hospital, but found that even the ready-made data are difficult to use.

Unlike the United States, China's medical management is more extensive, such as the number of dealers sold by the number of men and men often use the same health insurance card, similar cases also appear between relatives to use the same health care account, the statistical data can be imagined.

Yang Feng's team spent 1.5 of their time integrating only half of the Union hospital's data, with almost half the cost and time being used to weed out the obvious mistakes.

In addition, the use of large data need to avoid some extremely subtle loopholes, otherwise it will be undone.

"Do not wait until a few years after statistics of diabetes patients, only to find that the amount of insulin injected and weight, because the two are closely related to the data, otherwise the data is garbage, garbage analysis or garbage." "Yang Feng said.

Telemedicine, which is not suitable for China's current situation, is another example of acclimatized.

Telemedicine has been in China for more than seven or eight years, but so far no company has been bigger, only hundreds of demonstration projects nationwide, the reason is China's health care system barriers. Up to now, China's health insurance can not be reimbursed, settlement, Beijing 301 Hospital envisaged national diagnosis and treatment in practice is difficult to promote.

In fact, many foreign business models cannot be rooted in China because of the limitations of the health care system.

The third dilemma that mobile health industry encounters is positioning, positioning medical care or positioning health management, overlap is the business opportunity or disaster?

The results of the puzzle gradually evolved into a tangle: health management companies often want to improve their products, services, professional, unknowingly to the medical field transition, and the original positioning for medical services companies want to expand profitability, often to the health management field tilt. The integration of the two is feasible, but also need to market verification. (Edit Wang Shiling)