In accordance with Haier Industrial Finance, this paper sponsors the “New and Ecological Summit Forum for Producing and Building a Socially Efficient Society†and focuses on the construction of “non-public medical disciplinesâ€. Cai Jiangnan shared it and edited it from the editor of “Peptide Chain†and obtained Cai Jiangnan. The professor authorized the publication.
We talk about the Internet subverting medical treatment, saying that artificial intelligence should subvert doctors. In fact, it is difficult for medical treatment to be completely subverted by the Internet. The word "subversion" has the meaning of substitution and substitution, and the meaning of the word is slightly lacking.
“Subversive Innovation†is the theory of Harvard Business School professor Clayton Christensen. I translated “subversive innovation†into “spoiler innovation†and changed the innovation theory slightly to propose an innovative “triangleâ€. Theory, that is, successful innovation and entrepreneurship, requires three important elements:
Innovative elements. New elements have been added to the improvement or breakthrough of existing things. Innovation is an effort made by suppliers, producers, and providers of medical services.
Value factor. We talk about cost-effective understanding, cost-effective is the score, the molecule represents the performance and quality of products and services, the denominator is the price and cost, and the cost-effective improvement is to make the molecule bigger and the denominator smaller. So not any innovation should be encouraged, and the innovation we advocate is innovation that improves cost performance.
Market factors. Have the ability to pay, the need for purchasing power. People's needs are limited by the purchasing power of money, and our innovation is to consider the ability of consumers to pay.
"Triangle relationship" in the medical market
The demand for purchasing power in the medical market is much more complicated than in other industries. Because there are often third-party existence in medical treatment, third-party may be social medical insurance, commercial medical insurance may also be a business, and even a public welfare organization may pay.
Therefore, our innovation in the medical field is often difficult to have the purchasing power and ability to pay in the market. The question of who pays you is a huge challenge.
From this perspective, the market represents the demand side. The value of our supply and demand is to connect the supply and demand. The value is created by the producer, but is it not the producer that decides whether you have value? In fact, whether it can meet the needs of the demand side will determine whether it is valuable.
Therefore, only the connection between supply and demand of innovation, value, and market can be successful, but in reality, the three elements may have different combinations.
The first situation: only innovation, no value and market. For example, wearable devices are short-lived in the market because they don't actually have much value and market before they reach the medical diagnostic level.
The second case: valuable, no innovation and market. More typical is that in the care and health management of the elderly, the biggest problem is the payer. At present, countries all over the world have not solved the problem of who will pay the bill and whether there is a sustainable payer.
Why is payment a problem in these two important areas? I think this is in connection with human nature. Human nature is often willing to pay for what is happening in the near future. For example, if you are suffering from cancer, you are willing to pay for it. But for the long-term needs of health management, it is difficult to make a decision to pay.
We often hear a saying about doing entrepreneurial innovation. You focus on solving the pain points and provide value. Someone will pay the bill sooner or later. How late is this morning and evening? In the past two years, a large number of Internet medical companies have fallen, and they are unable to wait for the last person to pay the bill.
The third case: there is a market, someone pays, but there is no value. For example, a large number of nutritious health products, Chinese medicine injections, some people pay. In fact, many nutritional supplements may be equivalent to the nutritional value of your normal diet.
Therefore, something that is paid for has no value and innovation, is valuable and has something innovative but does not necessarily find someone paying. Successful entrepreneurship and innovation are ways to make these three things available.
In fact, there are often three types of people who start things from three elements.
â— Many colleges and universities have done a good job in research and development, published papers, but often stay in the laboratory and go out of the market;
â— Internet medical companies are starting to solve problems with the value of pain points and how to go to market;
â— Many non-medical people enter the medical market and he does it from a market perspective.
How the medical industry integrates these three types of people, truly innovative and valuable, and some people pay, there is a lot of resistance. From an innovation perspective, there are three levels to address:
â— Technology research and development breaks through innovation.
â— The key is to solve the business model. Who will pay you? Only a good technology without a business model can't get out of the market.
â— Respond to policy and institutional innovation. For example, companies that have prescribed Internet medical care this year are not only wired, but also need to have offline entities, which should be adjusted in time.
Spoiler innovation in medical business model application
The "spoiler" is a squid, and the "spoiler" innovation is to make complex and expensive products and services simple and cheap. Turn the existence of the original tall into the public.
There are two major factors in this process:
â— Make things simple. Users of complex things are limited, and the consumer base can be expanded after simplification.
â— Cost costs are lower and cheaper. Innovation is not a line. In the initial period, the cost of computers was huge, the technology was simplified, and the cost was cheap, and the number of users increased rapidly.
We must pay attention to whether innovation is to meet the needs of market consumers, or to meet the needs of your own company to pursue profits? The former is what we call continuous innovation, breaking the quadrant “spoiler†innovation, making it simpler and cheaper.
As far as this theory is concerned with the medical business model, there are three types of medical business models:
——Expert-led mode
Diagnose and recommend solutions to unstructured and complex problems, which are required by experienced experts. Output is primarily a diagnosis and can be charged on a project basis. The expert mode is suitable for the intuitive medical treatment we talk about, that is, the non-structure, and the law has not yet found the law.
How do we pay? It is often not paid according to your output, but paid according to your input. What level of experts did you ask? How much time did the experts spend?
Because your diagnosis of the final output is uncertain, it is difficult to pay according to the output, we can often see that the lawyer's service is similar, you pay according to the time invested by the lawyer.
- Value-added service model
The business model we do is a standard process. The diagnosis has been well understood. The standardized process does not require experts to do it. It can be done by non-experts. Suitable for medical treatment and precision medicine , mainly to solve the treatment, can be packaged for a fee.
In medical care, a large number of operations according to the disease type meets this business model. In this model, we can reduce the input according to the output rather than the input, while ensuring the quality. It can even be charged differently depending on the quality of the output.
——Auxiliary network mode
In medical care, it is suitable for the management of chronic diseases. The management of chronic disease can be the interaction between the doctor and the patient, or the unilateral interaction of the patient, which can be the interaction of doctors, patients, nurses, and rehabilitation parties on the platform. Mainly to do management, suitable for membership fees.
For example, if you manage a diabetic patient in a year, the medical insurance and the payer will give a person's expenses. As a result, the motivation becomes how to manage the patient's health.
What is the significance of the innovation theory for the reform of medical insurance or payment methods in medical care? Why do you have different payment methods, and what are the reasons?
I feel that it provides a theoretical explanation of what kind of payment method is best for what kind of payment method, and the scope of application.
Health management, the first is suitable for experts, relatively high investment; the second is suitable for specialists, the primary medical hospital is a relatively light mode; the third is suitable for O2O mode, does not need to rely on large hospitals, can line The combination of the upper and lower lines.
Doing big bottom medical care
Now, in our medical system, three models are glued together, and there is a serious phenomenon of inverted pyramids. The “spoiler†innovation of the business model in the medical field is to be stripped.
Dissipate what you don't need to do in a general hospital to a general hospital or a quick clinic operation center; chronic disease management can rely on primary care, which is more convenient for patients.
Our innovation of “spoiling†is to rely on new technologies, policies, and business models to make the underlying medical treatment bigger. That is to provide consumers with more convenient and cheaper product services, to provide consumers with higher value choices.
In fact, I feel that the medical practitioners should pay attention to how to compete with the existing large public hospitals instead of building a thousand-bed large hospitals.
Decentralization in the medical and health field is a trend. Nowadays, a large number of information technologies, Internet IoT big data, and artificial intelligence technologies can help some grassroots doctors to assist in the diagnosis of some of the original experts, which is conducive to promoting "spoiler" innovation.
From the perspective of policy development, technological improvement, and business model innovation, their unanimous goal is to improve the affordability and cost-effectiveness of medical care, and to alleviate the difficulty of seeing a doctor and expensive medical treatment.
I think this innovative theory may provide a new perspective for thinking.
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