The sharing economy has swept the world, and with the encouragement of the policy and the promotion of the industry, it has entered the golden period and has shown a rapid expansion trend in many segments. So what is the sharing situation in the medical field?
As we all know, the medical industry is controversial because of the contradiction between supply and demand and the degree of pain of users. According to estimates, the medical system has a large amount of surplus resources to be activated, including a time surplus of 1.94 million potential doctor resources, nearly 60% of idle primary medical equipment and 950,000 unused bed resources.
If we share the economic core, activate these remaining resources, and promote better optimal allocation of medical resources between different institutions and different regions, it is undoubtedly a policy for medical supply reform, and national multi-point practice, grading consultation and other policies. Strong push to land.
At present, medical + sharing has emerged in four major modes, including online consultation, doctor visits, device sharing and Internet multi-point practice, and the development is not the same.
Mode 1: The status and prospects of online consultation?
The pattern of the Red Sea market is now available, but there is still potential
Telemedicine has developed rapidly in the world, and online consultation is an important part of telemedicine. Telemedicine in the United States has entered the DTC (doctor to patient) era from the B2B (hospital to hospital) era. Online consultation is one of the core forms of DTC telemedicine services. The listed company Teladoc has emerged, with a market value of more than 1 billion on the first day. US dollars.
Domestic online consultation is already the Red Sea market
Domestic online consultations are fiercely competitive, and a large number of online functional products are emerging in the market. According to the statistics of Analysys think tanks, there are nearly 500 apps that include online consultation functions in China. Including comprehensive platform and vertical platform for Chinese medicine, chronic diseases, pure online inquiry platform and online and offline platform, pre-diagnosis/health consultation platform, and post-discipline follow-up platform.
The market structure is basically clear
The head represents the enterprise has been quite large-scale, although it is a low-frequency application scenario relative to travel, but the number of users of over 100 million, over one million daily and monthly users, has far surpassed most of the industry sharing the economy.
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The potential market is still very large
According to the China Health and Family Planning Statistics Yearbook, in 2014, there were about 7.6 billion people in the country who went to the outpatient clinic to seek medical treatment, including various hospitals and basic health care institutions. If 30% of this (according to Teladoc's overseas estimates that 33% of US outpatient visits can be replaced by telemedicine) can be diverted via online consultation, the number of online consultations will exceed 2.2 billion.
At present, the representative office of the online online consultation platform, the average monthly consultation value of Dr. Chunyu is 330,000 times, and the current year is 120 million times. A good doctor, a daily consultation peak of 250,000 times, 91.25 million times a year. According to the ceiling, it is still far from the ceiling, and the future market potential has yet to be released.
How to break through the challenges of the business model?
It is a question of how to commercialize the "gold mine" of online users.
Despite the huge number of users with over 100 million yuan, the value-added revenue of users in the online consultation industry in 2015 was only about 200 million yuan (Irei Consulting estimates). At present, the business model explored by the online inquiry platform mainly includes user-oriented value-added service charges, medical guidance drugs cooperated with hospitals or pharmacies, cooperation with commercial insurance (and corporate employer fees), and platforms to further explore data values, etc. User-oriented value-added service revenue is the mainstay. Dr. Chun Yu, the leading company in online consultation, disclosed that the revenue in 2015 was 130 million yuan.
How to realize the massive user traffic, and become an issue that the online consultation platform constantly explores:
Do you want to take the road of user payment? Users are more inclined to consult free
Some states in the United States allow doctors to directly diagnose online and prescribe electronic prescriptions to users, which has a certain substitution effect on the diagnosis of the line below. In terms of service fees, the charging method is generally adopted. Includes membership fees + consultation fees, or only a consultation fee.
In contrast to domestic, in August 2014, the National Health and Family Planning Commission issued the “Opinions of the National Health and Family Planning Commission on Promoting Telemedicine Services for Medical Institutionsâ€. The opinion pointed out that it will promote telemedicine services for medical institutions, but it is stipulated that non-medical institutions may not carry out telemedicine services. Therefore, the domestic online consultation platform generally provides health consultation, and the user's willingness to purchase is low. According to statistics from the arterial network on the doctor's consultation statistics, the number of free consultations is almost 10 times that of private doctors.
Does it reduce the cost of medical treatment for users? More advantageous is the cost of time
AOL online consultation can greatly reduce the cost and time of medical treatment for patients. According to the ATA survey of the American Telemedicine Association, every time an offline visit is made in the United States, individuals still need to pay a doctor's fee of 32 US dollars (insurance payment of 250 US dollars). Online consultations can provide a more economical price plan. According to the statistics of the American online consultation company Teladoc, plus the time cost of going back and forth on the road, online consultation can save nearly 300 dollars each time.
In China, the charge for the online consultation platform corresponds to the “registration fee†for offline clinics. According to the 2015 health and family planning statistics yearbook, the registration fee for China only accounts for 0.7% of the outpatient expenses in 2014. Even the general registration fee of the central general hospital is only required. 4.5 yuan. Online consultation and payment consultation is generally an independent pricing of experts, and it is impossible to establish a price advantage compared with the registration fee of offline medical treatment.
On the other hand, the online consultation of common diseases and frequently-occurring diseases can really save the time cost and the waiting cost of visiting and leaving the hospital. According to the US CDC data, the average time spent on clinics and clinics in the US clinic users is often more than two hours, while online users only need to wait a few minutes. According to iResearch's research, the reason why Internet users use online consultation is that nearly 80% of users think that high convenience and time saving are Top2 core advantages.
How to activate and manage idle doctor resources?
According to the survey conducted by iResearch, users are the core elements for nearly 70% of users' attention to online consultations, answering detailed professional and timely answers. It depends on the resources and management mechanism of the doctors, and it is also the core competitiveness of the online consultation platform.
There is a shortage of quality doctor resources and doctors have limited time to allocate to the platform.
At present, there is still a shortage of high-quality physician resources on the online consultation platform, and the time allocated to the platform is limited. China's high-quality doctor resources are occupied by public large hospitals. Only when the hospital is working, can doctors have the time and willingness to deal with patients on the online consultation platform. According to the "Chinese doctor online consultation behavior report", on average, only 20% of the online consultation platform is a senior senior and deputy senior professional title, that is, the chief physician and deputy chief physician, and more than 40% are junior professional titles, that is, resident doctors. The average number of online consultation services for doctors is about three.
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