Pharmaceutical Electric Dealer 2.0 went into the tuyere?

Abstract: Since Lei said to do the tuyere pig, we do not mention pig-raising and to make their own pigs, are keen to find the outlet. How to judge the Tuyere? Today's headline CEO Zhang Yixi's interpretation is most classic: when there are important changes in production factors in the industry, there are new opportunities

Since Lei said to do "tuyere pig", we do not mention pigs and to make their own pigs, are keen to find outlets. How to judge the Tuyere? Today's headline CEO Zhang Yixi's interpretation is most classic: when there are important changes in production factors in the industry, there is a new opportunity to be born.

The first air outlet of the pharmaceutical Electric Company is undoubtedly the 2012 Day Cat Medicine Museum on the line, its huge flow of traffic, many previously unknown small companies to take the day, such as a network of kin, seven Lecang, Kang Love more. Because 2013 years did not appear the new tuyere, the medicine electricity merchant's 2013 is very quiet, did not appear the new strength player.

May 28 This year, the state Food and Drug Administration issued the "Internet Food and drug management measures (draft)", clear point to open prescription drugs online sales. Not long ago, according to the insider, Guangdong Province yesterday, the Food and Drug Administration convened Guangdong province, 52 pharmaceutical Enterprises held a symposium, will be out of the "Internet Food and drug management measures" of the final draft is expected to be promulgated in January-February, of which the net sale of prescription drugs has become a foregone conclusion. The future new deal is bound to create a second outlet for pharmaceutical dealers-prescription drugs online shopping, the opportunity will give birth to a new business model: prescription drugs will truly become the core category of pharmaceutical and electrical business, pharmaceutical electrical business will be the game of change.

Opportunity is always for the prepared enterprise. Often when the tuyere has not arrived, there are some enterprises "lying there", and those who wait for the air outlet to move the enterprise, will find themselves to reach the tuyere has been overcrowded. As of September 20, 2014, the Internet drug New deal has not yet been promulgated, but the trend has been unstoppable, there is news that the new deal will fall to the ground in the year. Companies with foresight have begun to explore new business models, and this exploration presents the "medical" signs of drug-dealers.

In the past, health and non-pharmaceuticals as the core of the pharmaceutical manufacturers defined as 1.0, then the prescription drugs as the core of the pharmaceutical electricity business is defined as 2.0. 2.0 is really cool, especially after grafting a tall mobile medical care, the capital side is bullish, the user seems to need, but really is the medical and electronic business in the new environment of the right? We do not doubt, but need to prove, of course, ultimately can test it may only time.

2.0 Commonality: Medical treatment

As we all know, only the operation of prescription drugs need real pharmaceutical services, OTC and healthy drugs can completely allow customers to choose. Pharmaceutical Electric Business 2.0 to emphasize the special professional services of the pharmaceutical industry, while 1.0 and the General Electric business is not the second, nothing but cheap, convenient distribution services such as General Service.

When the pharmaceutical dealers sell all the goods are not drugs, in fact, do not need any pharmaceutical services, which is why Jingdong, Amazon, such as the slightest drug of the big Electric platform can also sell medical devices, health products reasons. When a pharmaceutical electrical trader starts selling prescription drugs, it must provide pharmaceutical services and related value-added services to the users.

Medical and Electronic Business professional services are not limited to pharmaceutical services, it is bound to introduce health services. Do not only sell drugs, but also to provide users with the necessary medical services. Users choose you instead of other hospitals or pharmacies because of the services you provide, so we release the concept of selling drugs, from the era of goods into the era of service. The sale of many drugs can not be separated from the medical support services, this piece of pharmaceutical electrical business to open their mind, thinking about how to cut from the characteristics of the medical profession.

Even if the prescription drug network is liberalized, prescription drug purchases still need to be prescribed, and prescription drugs must be prescribed by doctors, and "medical resources" will become a source of access for drug dealers to "prescription drug users", with a deep combination of medical services and pharmaceutical electrical providers. In fact, the prescient drug dealers are already in the field of medical resources:

NDRC has agreed to in Alibaba, Kyushu Tong, Jingdong Mall and other four enterprises to carry out medical E-commerce pilot, to be through information technology to reform the current medical consulting process, the program is currently seeking the Health Planning Commission and the State Administration of food and drug advice; Ali was the first to cooperate with hospital at the end of July, Set up a prescription drug distribution platform similar to tick-tock; in August, Kenichi launched the online inquiry platform, "Kin-a doctor", at the same time, the introduction of mobile phone, web version, the establishment of a patient exchange platform, and to try to work with medical institutions for remote diagnosis and treatment cooperation; one medicine network August on-line inquiry platform "Ask the Doctor to ask Medicine", at the same time launch mobile phone end and webpage version Charm Network September online patient exchange website "Medical Road Companion"; Kyushu Tong Group of good pharmacists online pharmacies to complete the first half of the "U Sugar" equity participation, layout mobile medical care, and announced in August to build a network hospital through micro-letter platform, doctors focused on the internet, to provide patients with prescriptions; September, Common People big Pharmacy and spring rain doctor together to do mobile purchase medicine, both sides will be in the spring Rain Doctor app to expand "long-distance interrogation + mobile purchase Medicine" business.

Pharmaceutical and electrical business bosses have to advance to medical resources, and time concentrated in July-September, on the one hand, by the end of the May to solicit opinions of the draft, in compliance with prescription drug online shopping is about to open the trend, but also on the rhythm of the separation of medicine.

However, the current situation of the good medical and pharmaceutical manufacturers are facing the dilemma of access to medication users. According to the monitoring and statistics of the China Medical and Electronic Business Research Center, more than 60% of the current users are at 25-35 years old, while the main consumer of drugs accounts for only 6.43% of the people over 40. This means that the network of drug dealers in the short term difficult to develop, can only become a supplement to the pharmaceutical retail industry.

Drug dealers must address the three key issues of flow, prescription and patients, and even if the prescription drugs are released, the drug dealers will still face a major obstacle to the prescription drug network: Access to prescription drug users.

Drug dealers have long encountered bottlenecks in acquiring drug users. The medicine electricity merchant gets passenger's pipeline originally is very narrow, either brushes the keyword, either enters the day cat, but searches the drug keyword the user eventually will buy the medicine the proportion to be very low, the day cat user buys the medicine the proportion is also very low. A large drug customer pipeline is not on the network, but on the hospital side. China's 91% prescription drug market in hospitals, only hospital doctors can prescribe, which is why the new pharmacy in addition to using the Internet to get customers, but also to open pharmacies online, specifically to the pharmacy in the hospital next to the reason.

The commercial purpose of medical electronic business is to obtain the users of medication, and then through the electric quotient to realize, from the inquiry to purchase medicine solution, the formation of health services closed loop. Medical and electronic business with the hospital or the doctor, such as spring rain, can direct diversion, and the establishment of the online interrogation platform is to use the doctor to attract drug users.

The traditional medical institutions and the mobile medical applications, which are represented by the spring rain Doctor, may be the new mainstream of the medical and electronic business after entering the 2.0 era. Traditional access to the customer channel is not only narrow, cost-effective also less and less. For example, the first 39 health nets do not have money, and then the cost goes up, from 50,000 to 100,000 and now 200,000, but the effect is much worse than before.

The challenge of the 2.0 model: the cost of self-constructing a consultation platform is too high

Pharmaceutical Electric Business 2.0 reflects the development of China's pharmaceutical industry has entered a greater breakthrough stage, but medical services + pharmaceutical dealers may not be the ultimate model, pending market testing.

One drug network CEO Chen revealed the development of "ask the Medicine" reason: "The capital side is optimistic, the user needs, we can use this to improve service level, more conducive to sticky users." "But Chen also vaguely feel the industry's hot and dry, suddenly we all a brain is doing the same thing." In the internet age, one industry or the same product can finally survive only two or three, others can only serve as cannon fodder.

Medical Electronic business and medical platform, Dr Rain doctor, such as the risk and cost of cooperation is basically controllable, because these medical platforms have ready-made flow and doctors, even if the cooperation is not successful, both sides will not have too much damage. However, the medical and electronic business to build an online inquiry platform to consider: it is not difficult to do a product, the operational challenges are enormous.

Online interrogation field, in addition to a network of health doctor, one medicine network to ask the medicine, charm Network of Medical Road companion, good pharmacist of the micro-letter Hospital These novice, there are spring rain doctor, quick to ask a doctor, good doctor online and other mainstream players, pharmaceutical electric business online inquiry platform How with these industry leader PK?

People online pharmacies do not choose to build, but choose to cooperate with the spring rain Doctor, is afraid of online interrogation industry depth. The tyrants-lilac garden, which has just financed 80 million dollars, says that online interrogation is an area where they are determined not to touch because of the high operating costs.

In fact, one drug network in 2011 on the test of mobile medical care, this is "back to the". At that time the product called "Palm Hospital", operating a period of time after Chen found that the cost of extraordinary high, light doctors can not afford to subsidize, the doctor every answer a question at least 5, a day 10,000 problems to pay 50,000, a year on nearly 20 million of the cost. Taking into account the main business of one drug network is also just in the initial stage, the commercialization of handheld hospital is not ideal, at that time the hands of a few Chen can only "protect the electricity quotient of medical treatment", PDA hospital operation in a few months after the call was halted. Now one medicine net has the fund, has the idea, starts again. But today is still groping, "ask medicine" can carry more strategic value is not too early to conclude.

Online inquiry platform to get passengers, diversion to the pharmaceutical dealers to achieve transactions, this is the pharmaceutical electric Business 2.0 concept. However, the cost of online interrogation is not low, the answer to the question to be subsidized by the doctor, the number of visitors to the proportion will buy medicine? The conversion rate is expected to be very low, no more than 1%. 1% is already very powerful. Also have to look at each single customer value, private hospital advertising conversion rate less than 1 per thousand, but their customer unit price as high as 20,000, can withstand.

Spring Rain Doctor co-founder, vice President Billei believes that if the medical and electrical manufacturers to build their own medical app needs to face three major challenges:

1. Customer cost. Today's mobile Internet products for each user to download the average cost of 2 yuan, the more vertical industry costs higher. After downloading to see the user retention rate, the more high-frequency demand retention rate higher, buy medicine two or three times a year, frequency low to the second time when the user to buy medicine you forget. If the download cost is higher than others, the retention rate is lower than others, the two multiplied, the cost of the customer may be dozens of times times higher. If you find that a single loss is sold, the business cannot go on.

2. Service issues. Spring rain Such a platform, the need to get a large number of doctors, the establishment of complex background interrogation needs distribution system, this can not be completed overnight;

3. The question of platform impartiality. What is the purpose of the doctor answering the user question? If you want to sell medicine rather than answer questions, then your user experience is very poor, do not buy the drug users are invalid users, you are not in fact willing to provide services for such users. If your platform does not remain impartial, users know that you are selling medicine, why do you want to ask for it from you?