Mobile medical platform commercialization, Cheng geometry?

February 9, Beijing.

This afternoon, the Spring Rain Mobile health released the "Private Doctor intervention under the guidance of the service of the electricity business" new model. Spring Rain Mobile Health's mobile app Application "Spring Rain Doctor" is China's more well-known mobile doctor-patient Exchange platform, the introduction of the model is the first step of its full commercialization.

According to the media, and the doctor to locate similar health consultation and medical guidance Platform registration Network was also completed on January 30 to the top of the pharmaceutical network of medical and Electronic business holdings.

At this point, the net sale prescription drugs open soon, the latest news is: "Internet food and drug Management Supervision Measures" (hereinafter referred to as "method") has been formally finalized, is expected to be announced in the near future. Therefore, the mobile medical platform and the medical and electronic business platform of cooperation is in intensive progress.

Previously, the mobile medical platform is mostly on the capital to burn money, the profit is few, the release of prescription drugs, it is possible for these platforms to provide new sources of income. However, the prospects for the commercialization of mobile medical platforms remain suspense.

How big is the market space?

Some people in the industry to NetEase technology, the pharmaceutical industry currently has two big problems: prescription drug network when Ayu, how to dock with Medicare.

According to the data, the market for Chinese medicine (ie, electric dealers selling drugs to individuals) in 2013 was 4.27 billion, a large proportion of which were health care products, and the real over-the-counter drug sales were about 1.7 billion yuan; China's market share of over-the-counter and prescription drugs is about 1:4, and if prescription drugs are released, According to the prescription drug market is the over-the-counter drug market 5 times times to calculate, then the prescription drug market is 8.5 billion yuan, after the release of the net sale of drugs total market for 10.2 billion yuan.

This is not the end of the market expectations, because drug sales are affected by health care, many people in order to be reimbursed, do not want to buy drugs online; Once the health care release, according to the normal out-of-pocket medicine accounted for 30% of the market, the medical net after the docking of the drug market will reach 34 billion yuan. Even that figure is a far cry from the $74.3 billion trillion in the US drug market.

This is also the spring rain launched the "Service of electricity Quotient" reason. Spring Rain mobile Health CEO Rui to NetEase Technology, the current Chinese pharmaceutical manufacturers accounted for less than 1% of the drug sales, the root cause may not be the industry generally think of domestic policy institutional reasons, but the service is not to go.

Rui said, "with the current sales force of Chinese Medicine and electricity, prescription drug network selling Ayu red, most people can only drink soup, eat meat not." This market does have huge market space, who can seize the historical opportunity who can complete the market shuffle, become king. ”

Rui that China's current pharmaceutical dealers are based on the flow of the core, to diffuse shopping as the basis, customer unit price maximization as the goal of the business E-commerce system; In short, is a "traffic-type electricity quotient", to the day Cat Medicine Museum for the typical representative, this to the sale of medicine has three fatal problems:

First, the flow costs are getting higher. The cost of medical and electronic business is as high as 100 yuan/person, the cost will increase by 20% per annum, coupled with the mobility of traffic and the admission of the big guy, is pushing the pharmaceutical electrical business to the flow of cliff. This industry does not make money, partly because of high flow costs.

Second, the drug itself is not a high rate of conversion of the category. The purchase of drugs, only a small part of the diffuse type of purchase, generally only passive wait-type. The so-called diffuse purchase is like to buy pants, but found that the skirt is on sale, the result buys a skirt. But medicine is difficult to achieve diffuse purchase, diabetics do not buy cancer drugs online, most of them are directed, accurate purchase. The ordinary flow electricity dealer may use the diffuse type purchase, can maintain its very good passenger flow and the passenger order. Because the drug is difficult to do diffuse purchase, which makes the conversion rate of drug dealers is relatively low;

Third, over-the-counter drugs, household appliances, family planning supplies customers low unit price, low profit margin.

He cited an example of the Walgreens of online and offline pharmacies, the largest sales of the entire U.S. sales of E-commerce giants Amazon. It is regarded as the O2O e-commerce system based on the service as the core, with data (master 83 million user files), with the goal of duplicate purchase and community radiation as the link. is a kind of "service-type electric dealer". Rui's goal is to be a "service-oriented electric dealer".

And for health care, Rui said, the current spring rain is in contact with the health care sector, hoping to achieve the platform part of the medical reimbursement trial. "We want to be able to work with Medicare to explore a mechanism that allows doctors to prescribe more drugs and receive less return, which is still under discussion," he said. "This mechanism is not yet fully established, and it is envisaged that, for example, the amount of reimbursement that Medicare gives to patients is fixed, minus the patient's medical reimbursement, and the rest is the doctor's compensation, so that the less the drug is reimbursed, the higher the doctor's pay." ”

How to commercialize?

According to the spring rain on the definition of the new model: the "private Doctor" service based on the service content in addition to the "online consultation, electronic health files, community" and other internet-based product services, but also includes health products and drugs and other physical products. Rui explained, in short, is for the physical goods plus people's service, this service mainly solves two questions: helps the user to make the decision, attracts the user to return a visit.

Rui told NetEase technology, at present, the spring Rain "private doctor intervention under the guidance of the service of electricity quotient" There are two main modes:

First, the user in the spring Rain doctor on the platform to complete the consultation, if the doctor gave a suggestion of medication, the user's interface will appear related to the drug link, the user clicks on the link will enter the cooperation with the spring rain, the platform, the user can buy drugs on the platform. Doctors are not divided into the purchase of drugs, spring rain platform from the "drainage" of a certain fee.

Second, the spring rain launched a "Spring Rain mummy Box" products, which contains the 0-1-year-old infants and children need all the supplies and a "Spring Rain Doctor childcare card." The combination of infant and baby supplies is based on the recommendation of the doctor and the user on the spring rain platform, aiming to help the inexperienced newborn parents to choose some necessities to save their time and energy on the choice of goods. "Spring Rain Doctor childcare card" contains the Spring Rain Doctor platform can provide a number of service combinations, users can choose to register after the card contains the service package.

Rui said there are more specific models, which will be launched later.

The commercialization of other businesses is also under way. The industry generally think that has completed on the Golden Elephant net holding the registered network is also brewing the pace of commercialization, but in the acceptance of NetEase science and technology reporter call, the registration network said not to accept the media interview, will be in the appropriate time to announce.

Appointment registration platform for medical treatment 160 co-founder Wang Ming told NetEase technology, Doctor 160 has been in a state of burning money, but the current platform of the registered user is about 10 million, not enough, so this year and next two years will only do some commercial attempts, but not to make money as the goal, "plan to start the user, Take two years to get the number of users to 100 million, and then consider the issue of commercialization. "The current commercial approach of 160 has been to help patients contact overseas for medical treatment, cooperate with insurance, cooperate with high-end private hospitals, cooperate with telecom operators, cooperate with pharmaceutical dealers and cooperate with genetic testing agencies," he said.

Suspense: The prospect of commercialization

Industry experts disagree on the prospects for commercial exploration.

China Pharmaceutical Enterprise Management Association e-commerce expert Gu Jun the spring rain as a service to attract users of the "fan aggregation platform", he believes that such a platform to start a service, and eventually docking with commodity trading is inevitable, but also at present the only commercial way, spring rain is not the first to adopt this approach platform.

The commercialization of these platforms ultimately leads to commodity trading, which Gu Jun believes to be caused by two factors. First, the current Internet environment is such, sometimes can not say what reason, many Internet platforms themselves provide services are free, it is difficult to form a pay habit. Second, China's medical service itself lacks the measure, the doctor-patient both sides difficult to the service formation price consensus. If we want to change this pattern, we need to form the standard system of medical service itself.

Gu Jun told NetEase Technology, such a business model is generally divided into three stages: the first stage is the aggregation of fans and links, this stage is difficult to achieve commercial value, must burn money; the second stage is interactive and begins to intervene in various service providers and may be able to achieve business model transformation. But this stage needs a sense of propriety, such as whether the introduction of ads affect the user experience, if such diversion caused the loss of fans is not worth it, if the user can accept will form a virtuous circle; the third stage is the realization of the network value, using the data of the users on the platform to provide value-added services

Gu Jun that the exploration of the spring rain will not have a great impact on the pattern of pharmaceutical dealers, because its role in the pharmaceutical electricity is mainly "drainage", equivalent to an advertisement. However, this is a test of the supply system of prescription drugs, it is a suspense whether suppliers can build up the supply system of prescription drugs and provide consumers with a relatively large price space.

Ninguang, chairman of China Online Pharmacy board, raised many questions.

For example, the mobile medical platform such as the spring Rain doctor converged on the user, are like a cold, fever, skin diseases and other relatively light illnesses, these people are not a heavy drug users, these drugs sales have a certain market, but the space is not enough, I am afraid to raise these platforms. Most of the people with heavy medication age, use these applications is not much, even if these persons on such a platform, the Doctor also dare not easily prescribe medicine, because these diseases more complex, may be accompanied by complications, need to rely on the opposite line of inquiry, online consultation information too little.

Ninguang will particularly agree with the view that "the future of the pharmaceutical industry is in service", and he believes that the weaknesses of China's pharmaceutical dealers are indeed serving. In an interview with NetEase Technology, he has cited foreign examples, such as a diabetic, in fact, if you want to really take care of the body, in addition to medication, need to lose weight, do a lot of exercise, change lifestyle, this requires a lot of management and services. Foreign practice is to send blood glucose meter to patients, rely on the paper to make money, regularly remind patients to test, the frequency of patient testing determines the size of the business. Therefore, "without service there is no scale".

However, he believes that such "services" may need to work with hospitals and doctors to complete, because many medical services are "not moving". For example, many intelligent blood glucose meter test results are not accurate, in order to accurately diagnose or go to the hospital to see a doctor.

But the search for a similar spring rain is not an opportunity for success. Gu Jun that the needs of the patients on the mobile medical platform is also diversified, not necessarily medicine, such as infants and children need a lot of daily necessities, such demand has yet to be discovered and explored.

Risk: Will it lead to a new chain of medicinal interests?

Will similar explorations lead to higher drug prices once they are not separated, leading to the formation of a new pharmaceutical interest chain? The experts are more optimistic about this issue.

"Users are not so stupid, they will be parity." "If the price is high, don't buy it," said the light. ”

Gu Jun that, although the spring rain doctor only good pharmacists have strategic cooperation, but in the long run, mobile medical platform and medical electronic business platform must be a many-to-many relationship. He raised the cooperation between Jing Dong and good pharmacists as an example, in July 2011, Kyushu Tong and Beijing-East signed an agreement, joint venture to establish a good pharmacist, this cooperation in two years after the end of the total exit of Beijing-east. Gu Jun told NetEase Technology, the end of the cooperation between the two sides is due to this "one-to-one" cooperation does not meet the "benefit maximization" principle. For Jingdong, a good pharmacist is not enough to provide all the medicine the client needs, and for a good pharmacist, the source of the flow of traffic comes only from Beijing and the east. "So the platform is to do customer traffic, who will not strictly lock a supplier, because selling things are always chasing the user group." Therefore, these platforms must finally be many-to-many relationships. ”

In the commercialization of the exploration, if there is a medical accident how to deal with? Before, the spring Rain Doctor main concept is "light interrogation", generally only "consultation", rather than "interrogation", is to avoid risk. If the introduction of "service Providers", there will be a considerable number of patients on the platform to achieve consultation, buy medicine, such as the whole process of going to a hospital, this will not bring greater risk?

In this respect, Rui frankly, hope that the relevant policy laws can be issued as soon as possible.

(Responsible editor: Mengyishan)