Solving the four dilemmas that mobile medical care is difficult to realize: Is this edge innovation or cross-border reconstruction?
Since 2014, entrepreneurial projects cut into the medical field by the Internet have been smashed, making most Internet medical projects competing into the offline mode. With the premise that the medical insurance fund is about to bottom out, there is more and more power on the policy to suppress the development of the top three and divert the source of customers downwards. To solve the problem of expensive medical problems, build a graded diagnosis and treatment system. Has become a consensus. However, mobile medical care has made little progress in solving the core problems of doctor-hospital benefit distribution, improving doctor-patient relationship, and doctor-patient matching to achieve graded diagnosis and treatment. So where is the breakthrough?
It is a consensus to solve the problem that the existing medical treatment is expensive and the construction of a graded diagnosis and treatment system has been established. The grading diagnosis and treatment system for the first-level clinic, the large hospital triage, and the two-way referral form the institutionalized division of labor for the primary medical care-large hospital. It is the common track between the current government medical reform and the industry. The failure of the medical reform process for more than ten years, the grading diagnosis and treatment system is still missing, making many players in the industry more pessimistic about the expectations of executive-led reform, but the current mobile medical treatment in the doctor-hospital benefit distribution, improve doctor-patient relationship, doctor-patient matching, etc. to achieve graded diagnosis and treatment Little progress has been made on the core issues. So where is the breakthrough?
Unable to change the distribution chain of interest is the root of mobile medical care
Recently, Internet medical investment has been concentrated in doctor tools, medical e-commerce, consultation consultation, medical media, medical big data, etc., such as medical vertical media health industry, medical e-commerce Jianke.com, C round 30 million US dollars financing sharing and quality The knowledge and experience of the doctoral tools of the system, Xing Shulin, also includes the F-round financing of 394 million US dollars to register the Internet for the classification of medical treatment. In general, more than 90% of Internet medical entrepreneurial projects focus on the patient community as a starting point for service to connect doctors, and realize the new marketing channels for pharmaceutical companies. However, the current vertical project of communication between doctors and patients does not contribute to the control fee + improvement of efficacy, but merely provides the psychological and social needs of the patient group, and does not touch the core needs of patients.
Compared to the information-based APs that have a daily average DAU, the mobile medical APP's traffic is usually several orders of magnitude lower. There is no doubt that the bottleneck is on the doctor's side. However, the demand for doctors is extremely difficult to scale. At the same time, the doctor-patient interaction project that embraces technological advancement and the dream of changing doctors-patient connections can only shout slogans in reality. Waiting for the flop of a high-cool doctor user like a harem.
The high cold of doctor users is not unfounded. For the doctors, the teaching and research tools are itchy in the boots, and the patients in the clinical diagnosis and treatment service lack the incentive to use them. The daily diagnosis, continuing education and scientific research of young doctors have put pressure on their work, and it is difficult for tools to change the real income structure of doctors. Therefore, gifts and coupons pushed by medical APPs are difficult to translate into actual number of users and days. active.
In general, the Internet has brought a large influx of capital and media into the medical care, and most of them are disdainful and blind to the heads of the top three hospitals. It is reasonable to say that the mobile Internet can reduce information asymmetry, increase the efficiency of the industrial chain through crowdsourcing and overall distribution of large warehouses, and reduce costs. It has already demonstrated the subversive energy of fission fusion in many fields. However, in the medical field, in addition to medical e-commerce In the sector, the Internet has made a substantial contribution to the efficiency of the industrial chain by changing the distribution of benefits in the over-the-counter drug channel. In addition, it is difficult to find a breakthrough in the medical service “medical guidance†for improving the efficacy and reducing the cost. The giants may not be worried about burning money, but the investment must be based on a certain expected return. The basic point of the Uber model for registered companies and good doctors is to connect idle resources, generate sticky users with broad participation, and standardize service content. However, medical services with high quality resources in the medical field and high degree of non-standardized content are highly dependent on offline medical services. Does not meet this standard. Intelligent hardware "forward monitoring" combined with networked "backward medical treatment" can effectively diagnose patients' health and reduce user time cost, but whether it is the former or the latter, it is probably the BAT level players who can afford to play with money. Starting traffic.
Looking at the current Internet investment community, there is a popular view that the grand blueprint for mobile healthcare seems to have ended before it has begun. With the common singer of investors and traditional medicine, in the field of Internet medical treatment, BAT+Clove Garden and Chunyu Fund have already occupied registration, consultation, doctor-patient follow-up and medical e-commerce and other main battlefields, while the remaining vertical areas still have space. However, the growth potential is not large, and purely medical players can only make small noises and borrow multiple rounds of financing to survive. Telemedicine , precise diagnosis and treatment, electronic medical records look like the vases that the capital holds, and medical big data is just a concept. Mobile medical care has always been difficult to translate feelings and dreams into doctor retention and activity. We can't help but ask, what happened to the mobile medical industry that claims to be the cradle of the next BAT?
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