Mobile medical care in the next 5 years: industrial value or tens of billions

As more and more people dabble in mobile medicine, the market has sprung up with a variety of wearable products and mobile medical apps. Internet medical, mobile medical products how to find the right pain point, seize the market just need? How to plan a good marketing plan, so that products quickly online production? How to attract the favor of financing institutions? How to get consumer recognition? In the mobile medical business exploration, these problems are worthy of enterprise thinking.

January 15, the International medical electronics and Personal Health Management Industry Expo held in Shenzhen. The annual meeting to "build a healthy life management, win-lose intelligent medical opportunities" as the theme, home medicine, mobile medicine, health data, health management-related business executives, angel investors, more than 300 people together, on the mobile medical industry in the field of the situation and future development direction of the discussion.

Market development more than 200 million people have the need of personal health management

2014 is the year of the harvest of the mobile medical industry, the domestic health service has entered 2.0 times from 1.0 times. "The Medical Service 1.0 times is the main problem that our country medical reform in the demand of the doctor supply, in the 2.0 era, the supply demand of medical service has not changed, but through the intervention of the Internet, the whole network of health care system has been improved, and the traditional medical system and system have been subverted and reformed. Yu Wenxin, chief analyst at Haitong Securities and pharmaceutical industry.

According to relevant statistics, the 2014 mobile medical enterprises in the financing case total of more than 80, is the past 5 years in the field of all financing cases of the total number of nearly 3 times times. Tencent, Alibaba, Baidu and other internet giants head-on confrontation, strong layout of the Internet medical. China Ping ' an striking, with an app safe health Butler public test. The Pat ERA pattern of mobile medical care was first present. Ali Health app online, stirring the drug prescription chain; Spring doctor launched the user's electronic health files, Shenzhen medical treatment 160, Shenzhen di Mattel began to introduce chronic patients with the health management, new models, new attempts emerge.

And 2015 is a year of Cross-border integration, including the traditional internet, medical equipment, pharmaceutical enterprises, consumer electronics, investment and financing institutions industry are involved in the field of mobile medicine, to first layout personal health management this piece of blue sea market. Caoyang, general manager of Shenzhen Digital Medical Co., said that 2015 was a crucial year for him and his team. 2015 will form a "portable health management" industry, in the next 5 years the market capacity of the industry can reach 200,000-20 million users, the value of 2 billion-10 billion yuan. 10 years can reach 50 million-100 million users, the value of up to 100 billion yuan/year.

"There are three groups of people who are in dire need of personal health management first of all, the work pressure of the social elite, senior managers, scientific research personnel, such groups are conservatively estimated at 5 million-10 million people, followed by severe heart disease, the total number of about 100 million people; again, the majority of employees, enterprises to buy health management for employees will become a trend, The market will be over 100 million people. "Caoyang said.

And in the area of personal health management, companies will also speed up the introduction of wearable equipment products, such as Andy Mattel launched the world's only support heart disease level four control of the portable heart monitoring equipment.

Service positioning between doctors and patients will form a serious vertical relationship

For the future of the Internet medical situation, Yu Wenxin that the future will form two modes, light mode and heavy mode. Whether light mode can be standardized is the key, and the heavy mode needs to solve is the investment recovery cycle long, who can pay the problem.

The future of Internet medical products is the positioning of the "light" or "heavy"? Hundred Health Technology Co., Ltd., blood Sugar Executive Chairman Ouyangjun has a very good interpretation, "light interrogation mode" product features are for the non rigid disease, no data, light adhesion. For patients, the use of low frequency, no reliance on doctors, the trust of the software is low. However, for doctors, this model does not have patient data, academic value is low, and more casual. While the "re-interrogation model" app provides deep service for chronically ill patients, doctors use the fragmentation time to serve patients in depth. For example, the spring rain Doctor, The good doctor, this kind of app belongs to "The Light inquisition pattern", take the blood sugar senior as an example, this kind of app belongs to "the heavy interrogation mode".

"In the future, all specialists and patients will be heavily vertically related," he said. "The Ouyangjun model" app makes medical consultations more vertical and efficient. Appointment registration, guidance consultation, look at the data can be a key solution, for the hospital can be scientifically arranged resources to reduce operating pressure. For patients, the time and expense of medical treatment can be reduced. For doctors, it can improve the sense of self-worth and reduce the doctor-patient conflict.

Shenzhen new elements Medical Technology Development Co., Ltd., chief scientist Zhang Yi introduced, at present, the new elements through cooperation with the three hospitals, social health center, has been established in Shenzhen, 100 equipped with remote wireless monitoring equipment, "healthy cabin", the health cabin can provide blood pressure, blood sugar, fat, ECG, and so on a total of 36 health tests. In addition, the new elements of the network health platform in the form of membership for patients to establish a sound electronic health files. The hospital provides professional advice to patients based on data from the Network Health center. Through this "hospital general practitioner, outside the hospital health cabin" model, the hospital and patients closely linked together, but also reached the rational allocation of medical resources, the Internet to achieve the medical "heavy interrogation mode."

Business model cross-border cooperation is the best business model

Whether it's "light" or "heavy", it needs to be improved on business models. Yu Wenxin said that the "light" model can be standardized to become the key, and the "heavy" model needs to solve the investment recovery cycle is long, who can pay the problem. The advent of the era of intelligent medicine will completely overturn the traditional medical business model of the past. So what kind of business model can get the scale of income and profit?

With the emergence of a large number of mobile medical giants, including the internet giants bat, Google, operators, Apple, Samsung, the entire industry to bring new competition. Yu Wenxin said: "At present, China's mobile medical, Internet medical care is still in the stage of happy enclosure, medical personalized and localized characteristics of the decision of a relatively small number of users, it is difficult to have a national leader, and the emergence of a regional leader is easier." ”

"The most bull company in the future must be the best company in the industry chain," he said. "Cross-border cooperation is the best business model for the future," Yu Wenxin said. With the eye health example, the product and the education and gaming industry is full of positive relations of cooperation. "No one can take all, this is an industry chain too complex slow industry, if everything is done, is tantamount to everyone is the enemy." ”

Zhang Yi said the "new element" Company is playing the role of data and platform in the whole industry chain. Among them, the healthy cabin plays the role of "The Family Doctor", the health management system of the member of the Network Health Center acts as "the electronic medical record". In addition to collaborating with hospitals, "new elements" will also introduce mobile medical devices for personal sale, making profits by selling portable medical devices to patients.

Bottleneck challenges need to break through the contradictions of Cross-border integration

Although the market prospect is good, but can like the spring rain Doctor, Clove Garden and so on successful breakthrough enterprise still relatively few, the most difficult to break through the difficulty is the Internet and the medical two industries cross border integration existence some characteristic contradiction. Yu Wenxin said that the characteristics of the Internet is characterized by a large amount of information, the use of high frequency, low user average income, low maintenance costs, standardization easy to replicate, the point after the winner take-all, marginal cost is zero. And the characteristics of the medical profession in the user's high average income, high cost, localization is difficult to win all, the payer and the decision is not right, but also faced with the policy and regulatory barriers.

"Medical treatment 160" is a Shenzhen Internet and medical cross-border integration of products, the product in 2010 began to set foot in the appointment registration business. To Shenzhen as a starting point to the national radiation, has now opened more than 50 cities nationwide service, cumulative for 1000多万位 real-name patients served nearly 30 million times. Shenzhen Ningyuan Technology Co., Ltd., medical 160 co-founder Wang Ming said that the resource imbalance, information asymmetry is the core of the development of Internet medical opportunities, each industry demand is enough to create tens of billions of levels of market scale.

For these Bai market, enterprises should also how to grasp? Wang Ming quotes Li's words, "the application of data, the most important thing is to have the ability to think across the field." He pointed out that pure Internet companies can not do, but the need to more the Internet company's technical capabilities and the corresponding field of professional experience, which is the future trend of large data applications.

(Responsible editor: Mengyishan)