Medical O2O development problems

Shang Yang Yun's healthy acquisition of 1.112 billion yuan in A round of financing again pushed online medical care to the cusp. In addition to its parent company, Shanghai Pharmaceuticals, Jingdong has also participated in investments with funds and resources. At present, Alibaba, Tencent, Baidu, Jingdong and other giants have completed the basic layout in this area in different ways. However, compared with other O2Os, it is more difficult to expand the market for online medical services, the effect of burning money is small, and due to the influence of policies, it becomes an obstacle to expansion. Most online medical services still remain at the conceptual level, and they expect the east wind to come even harder.

The top "spelling" bottom strangling

The concept of online medical care has been in place for a long time. Lilac Garden and Medical Pharmacy have been established before and after 2000, three years earlier than Taobao. However, they are constrained by the level of technology and ideology, and have always been tepid to develop. Until the development of O2O blowouts in recent years, online medical care has been spotted by entrepreneurs and investors. Online medical companies have been capitalized by giants and started the era of “playing together”.

Alibaba, which is determined to be a full-platform e-commerce provider, will never give up drugs. After that, it took the 1st century with CITIC 21st Century, which owns the third-party online drug sales qualification pilot license, and changed its name to Ali Health to create medical and health care. platform. Judging from the current actions, Alibaba's healthy users have locked in a chronic patient group who needs long-term medication after diagnosis. Similar to it is Shangyun Health.

Backed by the safety of the Ping An Group, doctors mainly focus on emergency patients, such as low-grade fever and cough. Doctors provide advice to patients through the function of consultation, relieve the current illness, and provide medication advice or arrange for medical treatment. Baidu Baidu doctors have chosen this route. In addition, Baidu Department doctors received tens of millions of financing; Tencent invested US$70 million in Clove Garden, cooperated with a good doctor, and extended the WeChat platform to the mobile medical field.

Unfunded startups are still struggling at the bottom. Due to the lack of professional physician resources, small start-up companies can only target as sub-healthy people. Through simple inquiries and knowledge dissemination to address patients with mild discomfort, the number of such enterprises exceeds 2,000, but the market share is minimal. Only Spring Rain Doctors and a few startup companies come to the fore.

Physician resources are in short supply

Doctors are the foundation of online medicine. Unlike other O2O industries that have a large amount of idle resources for Internet companies to use, the monopoly nature of large public hospitals causes extremely scarce quality medical resources and limits doctors' freedom to practice. This has become an unstoppable barrier for online medical companies.

In 2013, the statistical bulletin on the development of health and family planning programs showed that there were approximately 2.795 million practicing (assistant) physicians in China, of whom only 146,000 were general practitioners. Among them, doctors who can enter the platform are even fewer. Each doctor has a limited time to work, rest and normal life. It is not only difficult and illegal to jump to open hospitals and doctors. If you do not jump, you need to face fierce competition. This requires a lot of capital investment. According to the “Deconstruction Spring Rain Doctor Report” of the Arternet Internet Research Institute of Medicine in 2014, doctors received a total of 20.77 million yuan in revenue in spring rains, most of which were paid by Chunyu doctors. For small businesses, the resources of doctors cannot be obtained, and even if they can get it, they cannot afford it.

Finding medical interfaces also presents two different ways. Ali said that Ali’s health was directly linked to the hospital; the person in charge of Spring Rain said that Dr. Chun Yu’s doctors were open to doctors. Ali's approach allows doctors to be more "righteous." It is understood that although there is currently no hospital that specifically resists online medical platforms, there are hospitals that prohibit doctors from using the online medical platform at work. However, from the perspective of the expansion rate, Spring Rain doctors are more efficient in seizing doctor resources. "Deconstruction Dr. Spring Rain Report" shows that Chun Yu doctor has 20,000 doctors. At present, the official website shows that there are 300,000 professional doctors in public hospitals. The industry believes that although the truth of the data is not yet known, the real number has indeed increased significantly.

The lack of money

Users are extremely important to online medical companies, but the way to burn money and discount promotions is a "joker" for the industry. It seems that the primary purpose of patients is to treat diseases. It is of course good to obtain professional treatment at a low price, but it is difficult to obtain the trust of patients. Instead, high-priced doctors become the object of choice for patients.

According to information provided by the person in charge of Spring Rain doctors, the unit price set by doctors in the top three hospitals settled in is higher. The doctor's private doctor service of the Union Hospital is priced at 9999 yuan, which is the highest for the platform. "Deconstruction of Spring Rain Doctor Report" shows that in the Spring Rain doctor's income rankings, Dr. Liu Bingyan won the income of 460,000 yuan. The top 20 income earners received a total of 2.74 million yuan, accounting for 13.2% of all doctors' income.

Although illness is low-frequency behavior and it is difficult to predict in advance, short-term methods of burning money to accumulate users are not effective, but online consulting services have also become the focus of the company's efforts. Statistics show that more than 80% of newborn parents lack relevant knowledge and need high-frequency consultation at any time. Industry analysts point out that online consulting services still require a certain period of time to cultivate user habits and stickiness.

Policy or will "General"

In April 2015, at the National Health and Family Planning Commission’s press conference, spokesperson Song Shuli announced that “in addition to telemedicine provided by medical institutions, other work involving medical treatment is not allowed on the Internet” to allow online medical companies A cold sweat, but left the "allow health advice" exit. Dr. Chun Yu doctors, doctors and other companies said that at present, the main services are “health consultations” rather than “medical diagnosis”. Doctors are prohibited from making definitive conclusions and treatment plans to distinguish “consultation” and “inquiries” from medical treatment. risk.

Despite this pass, the policy has always been a deadly red line. Before the policy became clear, the online medical industry could only rely on the method of rubbing the ball to manage business. Zhang Meng, the founder of the drug, said that from the policies introduced this year, the policy of Internet medicine is good, and doctors gaining corresponding remuneration and respect through their own medical skills is also an irresistable trend. The US private doctors and online inquiry industry are already mature. Become a blueprint for the development of the domestic industry.

At present, Dr. Chun Yu has started offline distribution, established 25 offline clinics in five key cities in China, invited chief physicians from the top three hospitals to sit down, and provided private doctor services based on a combination of online and offline services for online medical treatment. When the tuyere arrives, it can take off for the first time.