In 2011, the concept of mobile medical care was introduced to China. The release of its APP was the beginning of domestic mobile medical treatment . Later, Chunyu Pocket Doctor and Lilac Garden came out one after another. Mobile medical care is regarded as a newcomer in the medical field, especially in 2014, mobile medical enterprises. The financing case is nearly three times the sum of the number of financing cases in the field in the past five years. The popularity of smart terminals and the influx of hot money, but quietly, there are some new signs in the mobile medical field: Ali Health has extended an olive branch to 180,000 clinics, indicating that this year will attract more clinics (outpatient departments) to settle in Ali Health Cloud Platform, registered network also unveiled its "micro-medicine group", announced to enter the team medical stage, "light consultation" platform Chun Yu doctor also began to transform to service-oriented e-commerce, this transformation is forced by pressure, or interventional services, more Close to the essence of mobile medicine?
Guide to transformation
Break through the single network consultation dilemma
In February 2015, Dr. Chun Yu (hereafter referred to as “Spring Rainâ€) released a new model of “service-oriented e-commerce†based on “private doctor†services, including online consultation, electronic health records, community, medicines, etc. Chunyu's first Chunyu Mommy Box, based on the concept of “service e-commerceâ€, has been on sale at Chunyu Platform for 998 yuan. Zhang Yu, CEO of Chun Yu, said that it is necessary to change the traditional mode of flow-centered medical e-commerce, and create a service-based e-commerce model based on the relationship between doctors and patients, thereby greatly reducing the user's access cost and establishing a benign drug e-commerce ecosystem. This is also the first step in the commercialization of spring rain. As early as 2014, Chunyu Mobile Health announced a strategic cooperation with a good pharmacist online pharmacy. According to reports, the cooperation mode between the two parties is that Chunyu will embed the pharmacist website in its inquiry platform. A certain drug is recommended, and related drugs and purchase information will appear on the consultation page. The consultation user can directly send a request for a drug purchase to a good pharmacist; if the doctor does not mention any drugs during the consultation, the spring rain will be based on the user's needs. , recommend the pharmacist website to the user.
When BAT is in the mobile medical field, this action seems to be reasonable. Chun Lei’s vice president, Bi Lei, once said that his app will generate 50,000 questions every day, and 65% of the users will purchase drugs. Demand, Chunyu and the pharmacist's hand, also created a complete closed loop of O2O, and also perfected the service that was not complete before the spring rain. From the point of view of the insiders, this is “the last mile of the user experienceâ€. Zhang Yu, CEO of Chun Yu, also said that in the health consultation, the demand for medication will inevitably arise. This is a natural extension of the user-oriented.
Based on this, some people in the industry believe that the guiding behavior of Chunyu does not seem to be simple. The transition to “service e-commerce†may be forced by the listing pressure. I hope to use the drug sales service to form my own business model.
Transforming Micromedical APP
Provide team medical services for incurable diseases
Among the many participants in mobile medical care, not only Chunyu, but also registered network is no longer satisfied with the simple appointment registration platform. Recently, the registered network launched the micro-medicine APP, aiming to build a micro-medicine group that cooperates with doctors in the same discipline and across regions through the Internet + medical method. It not only helps patients find suitable doctors quickly, but more importantly, it will be Patients with difficult conditions provide expert team medical services.
Liao Jieyuan, CEO of Registered Network, said that micro-medicine is committed to solving two major problems: to help patients get to the right doctors before the clinic, and to provide the necessary expert team medical services according to the patient's condition after diagnosis. This is the same subject and cross-regional doctor. Cooperation between.
The reporter learned from insiders of the registered network that more than 70 expert teams have been formed and hope to increase this number to 5,000 by the end of this year to provide online medical services for patients in different regions of the country.
As Professor Chen Wei, deputy director of the Department of Neurology at Xuanwu Hospital, said, if mobile medical applications only provide information or registration and take medicine, it is far from touching the “pain point†of the industry. The real "pain point" is that patients who are ill can't find a doctor, and the health management of the public lacks special management. Therefore, without the participation of doctors, there can be no real mobile health care. Many Internet-based or mobile-registered products, which are already underway, are always on the periphery of medical services.
The launch of the micro-medicine group also means that the registration network for mobile medical service diagnosis and treatment, for the doctor team as the unit of treatment, micro-medicine co-founder Zhang Xiaochun said, "in English, the indication of seeing a doctor is see a doctor." It seems that the first phase of mobile healthcare is purely online, that is, the light service phase. The improvement of the medical treatment process is the second stage, which is transferred from the online part to the offline, and more is to optimize the medical treatment process. The third stage is to re-enter the part that is suitable for online after the offline process optimization. This is the stage of team medical treatment. It is no longer just an offline collaboration group, but the first diagnosis online. Post-diagnosis follow-up, follow-up visits, etc. are carried out online, under the cross-regional collaboration of doctors.
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