The next gold mine: Seven types of mobile medical profit model, development status and Prospect analysis

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The Global Mobile Communications Systems Association reports that the mobile medical market is expected to generate 23 billion of billions of dollars of revenue by 2017. According to the media, the number of mobile medical markets in China will also exceed tens of billions by the end of 2017. Although the mobile health market is seen as the next "gold Mine", the complexity of the system, business model is not easy to "landing." However, in the world, there are 7 kinds of profitable mobile medical models, experts on the development of these models and prospects for the analysis of the domestic mobile medical market to provide development ideas.

1. Provide clinical information for doctors

Mobile medical treatment has already affected the hospital's medical management mode, doctor-patient communication mode, doctors ' working ecology and so on. Epocrates, the world's first listed mobile health company, provides doctors with a reference to clinical information on mobile phones, with a 2012-year income of about 120 million dollars.

Liu Qingjun, professor of biomedical engineering and Instrumentation science at Zhejiang University, said medical service Informatization is an international development trend. More and more hospitals in China are accelerating the implementation of the overall construction based on information platform in order to improve the service level and competitiveness of the hospital. Information can enhance the efficiency of doctors, more time for patients to serve, but also to achieve a certain profit.

However, at present, hospitals and service providers are facing difficulties. The first is the financial problem, some hospitals can not bear tens of thousands of yuan start-up costs and costly maintenance costs, only in some departments of the application of mobile nursing services, resulting in the application of the system is difficult to fully play. Second, technical hurdles. At present, mobile devices face the problem of uneven wireless network signal, low bar code recognition rate and short standby time, which seriously affect the experience and work efficiency. In addition, the process and mode of the hospital based on the new type of business have not been fully established, which results in the application efficiency can not be accurately evaluated.

2. Providing telemedicine services to enterprises

According to Business Weekly, hundreds of companies in the United States are now working with insurers or directly with telemedicine providers to reduce overhead and provide round-the-clock medical services to employees. The US peer health risk assessment found that users who participated in telemedicine services averaged 71 dollars per consultation, and most people saved 2-3 hours.

In Liu Qingjun's view, telemedicine should include at least two major aspects, namely, a telemedicine system with a preference for medical care, and a platform for health management. The former solves the difficult problem of seeing a doctor, for example, many hospitals in China begin to form the remote consultation system of scale, the latter solves the problem of preventing disease. In the way of profit, telemedicine greatly shortens the space distance, reduces the waste of time, and optimizes the allocation of limited medical resources.

Zhang Haiying, deputy director of the Center for Chronic disease Monitoring and Prevention and control in the Chinese Academy of Sciences, said that at present, telemedicine also lacks a set of perfect standard norms, which need to overcome the problems of guaranteeing the integrity, reliability and maintaining the network security of transmission information. In addition, regardless of the type of telemedicine, the need for professional physician participation and equipment support, the matching hardware can keep up, as well as the medical staff software support can be guaranteed also need to consider.

3. Health Counseling for medical services

Customer relationship service refers to a series of related business contacts according to the needs of doctors and patients. The United States ZocDoc Company according to geographical location, insurance status and doctor professional for patients recommending doctors, and can be directly completed on the platform booking, the company's total financing is close to 100 million U.S. dollars. Liu Qingjun that the current domestic business institutions to provide medical consulting services similar to the, such as Clove Garden, a good doctor's website, such as the opening of expert referral and appointment services. Some apps have also begun to transform business models, such as "Spring Doctor" has announced the implementation of membership, that is, the purchase of 8 yuan/month members, can enjoy unlimited free consultation, the number of non-member users of the question is limited to every 10 days. At present, "Spring Rain Doctor" has 15 million registered users, bringing together more than 5,000 certified three hospital doctors; Quick Ask the Doctor "has won more than 2.2 million users, the number of questions to exceed 30,000."

Experts say the privacy and information security problems found in mobile medicine in the United States also need to be addressed in China. In addition, in the policy and regulatory stage, to determine whether the qualifications of doctors and institutions is a big problem, the website, the app is qualified to practise medicine, need relevant departments to confirm. Finally, it is difficult to identify the medical responsibility in the virtual world.

4. Hospital networking, online doctor, prescribe medicine

In the United States, a number of clinics operate online, and patients can make appointments from the internet and obtain prescription drugs, obtain an electronic version of the results, and view their personal health findings over the Internet. Doctors can access electronic medical records through the Internet. However, because of the different medical mode, it has not been developed in our country at present. Liu Qingjun that this kind of business model can learn from our country's hospital.

At present, a number of domestic hospitals have basically constituted a complete mobile medical system. For example, through "mobile Doctor application", doctors can know the patient's condition anytime and anywhere, and make the diagnosis and treatment plan synchronously. Even if the doctor is not in the hospital, you can apply for the diagnosis report according to the system information. However, Liu Qingjun said that the current information construction between hospitals are not perfect, the patient's electronic medical records, diagnosis and treatment information is basically not through information technology to achieve sharing, patients naturally will not realize the convenience of mobile medicine. Even if some companies provide health management and diagnosis and treatment services, they will be less effective and profitable because of the lack of an important link in the hospital.

5. Use mobile phone client to manage slow sickness

Mobile medicine has the characteristics of cost-effective and convenient communication between doctors and patients, which makes it possible to become a good partner with chronic disease management. The Diabetes management platform developed by WellDoc, the US personal health management mobile medical company, became the first FDA-approved mobile app to help doctors optimize prescriptions. In China, the medical and health science and Technology Development Research center of the Wei Planning Institute launched a "comprehensive management project for cardiovascular risk factors in Chinese hypertensive patients", which is intended to achieve direct contact between the patient and the doctor via mobile phone app.

Professor Chen Weiwei, director of the National Center for Cardiovascular Diseases, said that the development of mobile medical services in the community is of great importance to the prevention and treatment of cardiovascular diseases. With more than 300 million chronically ill people in China, mobile medical products allow users to manage their own diseases. The social and commercial value will be reflected when the user scale rises. Ong Jianping, vice president of the third hospital affiliated to Sun Yat-sen University, also believes that mobile technology must change the management of chronic diseases. However, he pointed out that mobile medical app will likely encounter patients ' privacy protection, the legality of doctors and other issues, such as not to solve these problems can not be fully promoted. Experts also said that mobile medical app can not "monopolize" the Management of chronic diseases, after all, a large number of elderly patients are not accustomed to mobile medicine.

6. Wearable medical care to achieve monitoring and data acquisition

Wearable equipment is a portable device that is worn directly on the body or integrated into the user's clothing or accessories. It is not only a hardware device, but also through software support and data interaction, cloud interaction to achieve powerful functions. Experts say there are two broad categories of wearable medical equipment available on the market: one is in vitro data collection, such as blood glucose monitoring systems. The second is to help users manage important physiological activities by monitoring the physical signs (such as heart rate, pulse rate, respiration frequency, body temperature, heat consumption, etc.). Liu Qingjun that wearable medical equipment offers business opportunities for the advent of personalized medical care. Ideally, it collects a patient's long-term data and, by contrast with the population's baseline data, discovers the long-term risk of chronic disease among users. Doctors can also obtain important information about the changes in the patient's disease, progress in rehabilitation, and provide personalized medical solutions.

However, experts believe that wearable medical care should address the reliability of data. In addition, technical support and universal health management concepts are also urgent. Chinese Preventive Medicine Association Health Risk Assessment and control of the Professional Committee of the Secretary-General Li Ming said that wearable medical equipment is really valuable to collect data, but currently lacks system management and professional guidance.

7. Health Large data value unlimited

With the development of wearable equipment market, also accumulated a large number of data related to consumer health, a large number of information through depth mining can produce unlimited business value. Liu Qingjun that through the medical database can search for patient information, through mobile technology, patients can contact with the doctor at any time, data-content of mobile medical care will be to a large extent change. However, compared with developed countries, the informatization degree of medical industry in our country is still in the initial stage. There is also a significant gap in overall investment. Experts say the key to a large data service market is to analyze the social interactions that match data, and to study the formation of trust and interaction between people.

In the United States, the evaluation and application of medical diagnostics has become a channel for establishing mutual trust between doctors and patients. Patients are given the potential value of mobile medicine by grading doctors ' credit and exposing data. However, in China, the relationship between doctors and patients is more tense and the doctor-patient trust can be quickly restored so as to effectively play the role of mobile medicine. In addition, the increasing number of data has led to "data flooding", the existing data is not big enough, but too big to analyze the time and energy, massive data has not yet been linked to hospitals, doctors and patients.

Experts concluded that, although the development of hot, but most of the domestic mobile medical enterprises are still in the initial stage of user accumulation, such as the current relatively hot consumption-type medical concept equipment, mostly concentrated on some simple data monitoring and record, lack of depth of data mining, interaction is poor. More importantly, most of the mobile medical companies currently in the market do not address one of the most central issues: whether it is the management of chronic diseases or the provision of telemedicine for customers, the final receiving end of all data should be doctors. However, because doctors in public hospitals in our country have not yet been fundamentally liberated, it is difficult for doctors to provide detailed and sufficient professional advice to clients through these mobile medical services. In addition, there are many challenges in the application of mobile technology, such as less mobile applications, technology constraints, security, budget, and so on, these factors make domestic mobile medicine ultimately to achieve profitability still need to go a long way.