As more and more people are involved in the mobile medical field, various wearable products and mobile medical apps in the market have mushroomed. How do Internet medical and mobile medical products find the pain points and seize the market? How to plan a good marketing plan and let the products go on the line quickly? How to attract the favor of financing institutions? How to get recognition from consumers? In the mobile medical business exploration, these issues are worthy of corporate thinking.
Market development
More than 200 million people have portable health management needs
2014 is the year of harvest for the mobile medical industry, and domestic medical health services have entered the 2.0 era from the 1.0 era. "The medical service 1.0 era is mainly a problem in the demand for medical care in China's medical reform. In the 2.0 era, the supply demand for medical services has not changed, but through the intervention of the Internet, the operation of the entire health care system has been improved. Network, subverting and transforming traditional medical systems and systems,†said Yu Wenxin, chief analyst of Haitong Securities Pharmaceuticals.
According to relevant statistics, in 2014, there were more than 80 financing cases for mobile medical companies, which is nearly three times the total number of financing cases in this field in the past five years. Tencent, Alibaba, Baidu and other Internet giants are facing each other and are strongly deploying Internet medical care. China Ping An issued a man, carrying an APP Ping An Health Steward. The pattern of the mobile PAT era is emerging. Ali Health APP was launched, stirring the drug prescription chain; Dr. Chun Yu launched the user's electronic health file; Shenzhen Medical 160, Shenzhen Dimetai began to introduce the health management of patients with chronic diseases, new models, new attempts emerge one after another.
In 2015, it was a year of cross-border integration, including the traditional Internet, medical devices, pharmaceutical companies, consumer electronics, investment and financing institutions, all participating in the mobile medical field, and want to first layout the blue ocean market of personal health management. Cao Yang, general manager of Shenzhen Digital Medical Co., Ltd., said that 2015 was a crucial year for him and their team. In 2015, the “Portable Health Management†industry will be formed. In the next five years, the market capacity of the industry will reach 200,000 to 20 million users, with a value of 2 billion to 10 billion yuan. In 10 years, it can reach 50 million to 100 million users, with a value of 100 billion yuan/year.
"There are three types of people who need to manage their health. First of all, they are social elites, senior managers and scientific research personnel with high work pressure. These people are conservatively estimated to be 5 million to 10 million people; followed by severe heart disease, the total number is about 100 million. People; once again, the majority of enterprise employees, enterprises to buy health management for employees will become a trend, this market will be more than 100 million people." Cao Yang said.
For the field of portable health management, enterprises will also accelerate the launch of wearable devices. For example, Dimetel has launched the world's only portable cardiac monitoring device that supports four levels of prevention and control of heart disease.
Service positioning
Severe vertical relationship between doctors and patients
For the future situation of Internet medical care, Yu Wenxin said that there will be two modes, light mode and heavy mode in the future. Whether the light mode can be standardized is the key, and the heavy mode needs to solve the problem of long payback period and who can pay.
Is the positioning of future Internet medical products “light†or “heavyâ€? Ouyang Jun, chairman of Baisheng Kangjian Technology Co., Ltd. and senior executive of blood glucose management, has a good interpretation. The product features of “light consultation mode†are aimed at non-rigid diseases, no data, and light adhesion. For patients, the frequency of use is low, there is no dependence on doctors, and the trust in software is low. However, for doctors, this model has no patient data, has low academic value, and is relatively casual. The “re-diagnosis mode†APP provides in-depth services for patients with chronic conditions, while doctors use fragmentation time to serve patients deeply. Take Dr. Chun Yu and the doctor as an example. This type of APP belongs to the “light consultation modeâ€. Taking blood glucose executives as an example, this type of APP belongs to the “re-diagnosis modeâ€.
"In the future, all specialists and patients will have a severe vertical relationship." Ouyang Jun said that the "re-diagnosis mode" APP makes medical consultations more vertical and efficient. Appointment registration, consultation, and data can be solved with one click. For hospitals, resources can be scientifically arranged to reduce operational pressure. For patients, it can reduce the time and cost of medical treatment. For doctors, you can enhance your sense of value and reduce the contradiction between doctors and patients.
Zhang Wei, chief scientist of Shenzhen New Element Medical Technology Development Co., Ltd., said that the new element has established 100 “healthy cabins†equipped with remote wireless monitoring equipment in Shenzhen through cooperation with the top three hospitals and social welfare centers. A total of 36 health tests such as blood pressure, blood sugar, fat, and electrocardiogram can be provided. In addition, the new element of the web health platform builds a comprehensive electronic health record for patients in a membership-based manner. The hospital provides professional guidance to patients based on the data of the network health center. Through this “in-hospital general practitioner, out-of-hospital health hut†model, the hospital and patients are closely linked, and the medical resources are also reasonable. The distribution has realized the “re-diagnosis mode†of Internet medical care.
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