Since the birth of the Internet health care, we have been facing difficulties of profit. With the 2017 outbreak of collective Internet in Yinchuan hospital, and ushered in the commanding heights of concern, has attracted attention.
Because then freeze policy in 2018 was to name a full recovery, the key node usher in a new industry: improve local emergency regulation, parties to actively explore, flourishing.
On this occasion, the Internet has become the hospital medical rescue many Internet companies to profitability weight. So how has what it profitable way traffic is coming from?
For this reason, we chose to do now part of the hospital's Internet businesses, from their development and business models, methods and summary traffic sources on the Internet profitable hospitals. What are some companies?
Select the eight hospitals do Internet business model to resolve
The companies are selected, they have such characteristics: some are financing frequent; some are more Internet hospital floor, rich experience in gymnastics; some are in transition from medicine from cross-border electricity supplier; some are in transition from the hospital information system; some Up Internet hospital prescriptions of ...... specifically micro medicine, lilac garden, Medical Alliance, a good doctor online, seven Lok Hong, micro pulse, Quality HealthCare technology, flight information King of the eight companies.
Specifically, how they do it? as the picture shows:
1, the main business model to B2B2C
Selected from the eight companies see their business model has seven is B2B2C, only one is B2B. This and September this year, the National Wei Jian Commission and the State Administration of Traditional Chinese Medicine jointly issued the "Measures for the Administration of Internet Hospital (Trial)", "Internet medical management approach (Trial)", "telemedicine service management standard (Trial)" and three notice files concerned. Treatment activities designed to regulate the Internet, to promote the healthy and rapid development of the Internet health service, ensure medical quality and medical safety, according to "Medical Practitioners", "medical institution regulations" and other laws and regulations formulated.
Which referred to the hospital's Internet access conditions: physical medical institutions on their own or in cooperation with third party information platform, the use of registered physicians in this institution and other medical institutions to carry out treatment activities of the Internet, like the Internet should apply for the hospital as a second name .
But the hospital before the implementation of Internet access, the provincial health administrative departments should establish provincial medical services Internet monitoring platform, and Internet docking hospital information platform, real-time monitoring. Currently Yinchuan big data monitoring platform has been on-line, equivalent to the document mentioned in the "provincial medical services Internet monitoring platform", so the Internet hospital in the area of supporting relatively well, has attracted many enterprises to enter.
Internet monitoring platform provincial medical services in other regions, are also being built and planned, next year should be a lot of landing such a platform.
2,24 kinds profitable way: diagnosis and treatment, chronic disease, remote, technology providers
From profitable way to see which eight enterprises mainly rely on online collaboration services into clinics, health management pack, chronic disease referral, pharmaceutical services, large data applications, physician education, patient follow-up management, health management, remote interrogation.
Now profitable products is to rely on a single DRGs. With seven Lok Hong example, according to doctors pomegranate cloud the last six months of data show: hepatobiliary and andrology department has successfully achieved profitable.
Pomegranate cloud Medical Chairman and CEO said, "The Internet Hospital to achieve profitability, cost-acquisition (acquisition doctors and patients) and net realizable path of legal compliance is essential. It is not simple to achieve profitable Internet thinking through economies of scale, I believe we have found the right path and acquisition (CPA) play, then we have to continue to optimize operating costs and consolidate the cornerstone of profitability, copy the successful model to more areas of slow disease. "
Headquartered in Guangzhou, pomegranate Internet cloud Medical Hospital, formerly known as Seven Luck Kang Hospital Internet, Internet since 2015, the transition from hospital medicine electricity suppliers to adhere to locate in chronic disease management. The main lines come down to earth by way of pushing the development of the doctor. This is to provide information at the time, user registration, interrogation light as the main business model of Internet healthcare environment can be said is a rarity.
After three years of exploration and perseverance, seven Lok Hong internet hospital has in Guangzhou, Yinchuan floor, has been the development of hundreds of thousands of doctors in the platform certification, covering 31 provinces more than 300 cities areas of chronic disease management has accumulated a wealth of resources . Combined with the advantages predecessor medicine electricity supplier, initially built to complete a full "doctors, patients, medicine, inspection, insurance," closed-loop, also worked out an effective style of play and a clear path to profitability.
In August this year, seven Lok Hong internet hospital official hospital of the Internet online platform "seven Lok Hong doctor" upgrade to "cloud pomegranate doctors" clearly defined as "chronic disease referral" service platform, deep roots in the medical field, to seize the high-frequency slow bottleneck disease patients and referral physicians high-quality resources to achieve high frequency of clinic visits and a strong doctor-patient relationship viscosity higher than the industry average, while the line pushed Shimoji high cost, low efficiency were a variety of reducing costs, improving efficiency acquisition (CPA) It attempts.
Pomegranate Cloud Hospital Medical Internet Yu Jiao, chief operating officer, said: "The doctor of the natural social circle have students circle, circle sections, regional circle, circle meeting, training ring, ring ...... school-based circle combined with our highly conformable chronic disease and referral locate existing medicine, medicine, suffering, inspection, insurance resources, we can help doctors to quickly solve cognitive problems for platforms and business models.
So from the beginning of May this year for male and hepatobiliary Branch launched the "Star-Stars" project uses a unique complex field matrix structure of the first to try the doctor connected community operations. "By KOL doctors seed development community physicians, the use of online recruitment, community fission, push-down line with the new model, and achieved remarkable results. In Hepatobiliary Division, we optimize the physician billing transformation through community operations, final in August to achieve a single department profitability. in male subjects, we in just over four months time, will achieve a 60% + of the national male doctors to complete the registration platform, six months to break even. doctors community the average monthly growth rate of 68%, a community physician retention rate as high as 99.7%. this innovative business model in the outcome of hepatitis B and andrology department, so we are confident to replicate the success to more chronic diseases department in the near future. "
In addition to open up the core of high-quality doctors resources to achieve profitability important point is that the Internet last kilometer of medical services. In order to create more service scenarios, provide more high value-added service for doctors and patients, increase user stickiness. Pomegranate cloud doctors and drugstore chain Nepstar powerful combination of comprehensive cooperation with Nepstar 74 cities nationwide more than 2,600 stores, work together to create Internet +
Medical health management services closed.
3. Traffic Sources: APP, the hospital is the main channel for cooperation
From the traffic point of view, the main channels of these enterprises have their own APP, pharmacies, hospitals entity cooperation, team of doctors, the medical Internet conjoined hospital cooperation, cooperative enterprises end, self-built clinic or GP center, pushed other team.
Acquisition costs of these channels, naturally enterprises. Earlier, the CLP partner Wang Xiaocen Health Fund was introduced, the hospital's IT costs to build the Internet is not too high, the high cost of communication, negotiation with the hospital to get a peer's bargaining position, the size of their own, the founder of the past experience and other requirements are very high. So she does not recommend medical start-ups do the Internet. While many companies can use to break through many forms, but the opportunity cost of time and cost to produce is very high, it can not be expected.
Not every company that can have multiple segments of the media matrix like lilac garden. With bitter at the same time it needs content to attract traffic accumulation of time.
In the medical field, B-side flow is larger top three hospitals, doctors have brand reputation, community pharmacies; C-terminal users are more new short video platform and microblogging, variety shows and so on.
Therefore, enterprises according to their own development model and concrete stage, is the need for different traffic channels. If the business model mature, the need to expand the C-terminal user, then you need to find a multi-user platform, focus on high platforms. Such as the recent General Assembly Tucao good doctor online investment and iQIYI; If you need to keep in national distribution, then we need to find a well-known around the country to cooperate three hospitals, so for enterprises, both brand benefit, but also doctors, patients, traffic has multiple purposes. This is how to convince the three hospitals and their own cooperation, is the most difficult.
In the letter King of Air Internet hospital Yinchuan, they have become in Yinchuan contract business, an online referral number one enterprise data. According to Yinchuan Internet platform for medical supervision, as of October 2018, by slow their platform referral of patients with more than 30,230, serving more than 20,000 patients with hypertension and diabetes every day.
4, Internet hospital active area: Ningxia Hui Autonomous Region, Zhejiang, Guangdong and other
Speaking of the Internet's Hospital, has been the most popular is the area of Yinchuan, this year has added Guangdong, Zhejiang, Jiangsu Province.
In Yinchuan, the Internet offers the broadest range of healthcare policy. From the various dimensions of regulation, industry standards and other rules were introduced to support business development.
Recently, Yinchuan City Health Planning Commission also proposed a new hospital to the Internet company's standard, on the one hand is to re-examine the request of the new regulations, and the other is for enterprises to better settled in Yinchuan. Yinchuan City Planning Commission director Wei, president of Yinchuan City People's Hospital Ma Xiaofei hope that through the Internet and other emerging technologies, big butt expert Beijing, Shanghai and other places up and down can cover the county hospitals, township hospitals, clinics transport capacity to form multi-level hierarchical treatment model, win-win situation, in order to make the people benefit.
Hangzhou, Zhejiang Province in recent years because of the Internet Huobian country. Combined medical and the Internet, naturally well received. Especially in Zhejiang Province's "up to run once," some time ago, Yuhang District, Hangzhou, Zhejiang Province, the First People's Hospital (hereinafter referred to as "Yuhang District Hospital") because the whole process, the whole population "brush face doctor," while the industry was people attention.
The term "medical brush face" means that neither Medicare patients, or patients at their own expense, they just brush face can easily go through the medical process. Thus, Yuhang a hospital also became the first to achieve "full-flow brush face doctor," the hospital.
Ma Wei, deputy director of Hangzhou, Zhejiang Province health committee, said, "Up to run a" reform of the reform was initially the government itself, and decentralization, put a tube dress closely, promote the transformation of digital government. But just stay in the administrative field "Most run once" is not enough, people's livelihood reform is also important, especially the relationship between health services and the people of this particularly close, improve health services, improve medical treatment of patients get a sense of urgency.
5. Strategy: various different Internet hospital expansion mode
From the strategic point of view, the layout of the various ways the Internet hospitals are different. Some start from the end of the hospital, some patients start from the end.
Micro doctors, for example, they are the eight companies landed in the hospital most of the Internet business, the largest hospital not only cooperation, but the hospital they work mostly three hospitals.
Micro Medical recently signed a cooperation with the Guangdong Provincial Maternal and Child Health Hospital. This is a start since 1944, is under the Guangdong Provincial Public maternal and child health professional organizations, always adhere to the leading social public welfare, industry.
After 70 years of development, has become a set of health, health care, teaching, research, training and technical guidance in one of the major hospitals of 2013 approved by the higher authorities, by hanging maternity hospital in Guangdong Province, Guangdong provincial children's hospital brand, currently 8 his troops Zhongshan University, Jinan University, Guangzhou Medical University, teaching hospital of the provincial universities, affiliated hospitals, and the United States ranked first at Harvard Medical School, Boston children's hospital to establish a strategic cooperation Partnerships.
Why doctors for micro, Dean Huang Hanlin said, first of all because the "Internet +" of new medical technology in micro medical doctors of Internet technology, artificial intelligence, VR technology support. Followed by micro doctors themselves do the Internet Hospital, Guangdong Province Women and Children Health Hospital, the Internet can use the Internet experience micro hospital doctors.
At this point, the medical micro-CEO Liu Jie far also gives his own reasons. First, because the micro Bay Area Medical Sites. Because Guangdong is one of the important bases, and Child Health Hospital of Guangdong Province, the Guangdong-based Women and Children Health Hospital Medical Internet conjoined establish basic collection of Guangdong Province, women and children of all high-quality health resources, Guangdong Province MCH is one of the leading units, so to work with women and children's health this one can provide quality services to residents in the Bay Area.
Secondly, the large base of women and children landed in the Bay Area Sites and Child Health Hospital of Guangdong Province, the latter can be gradually connected to the national internet of hospital resources and service capabilities through the micro-health platform. In addition to women and children's health, it may provide a more comprehensive and convenient medical services for Bay Area residents.
In addition, the Guangdong Provincial Maternal and Child Health Hospital is a provincial Women and Children Hospital, the highest level of technology in all hospital medical joint body, the more abundant the hands of maternal and child health resources, Liu Jie far said the two sides late can be in-depth cooperation, jointly and actively promote maternal and child health services supply side reform, to provide a more professional, more refined, more intimate healthcare services for Bay Area residents.
Hospital future Internet development: flourishing, it is the time
Deloitte China life sciences and medical industry nationwide leader Wu Ping believe that in this mode, the medical institutions of the right to speak to a certain extent. But the next after the rapid integration of this market, third-party Internet last only a few hospitals can survive platform, the market's "oligarchs."
This could lead to two situations and trends: First, open the Internet at all levels of hospital spontaneous hospital. Second, Internet medical companies, medical platform will snatch the top three good resources.
But before this, next year will be born more Internet monitoring platform provincial hospital. This is also a prerequisite Internet access hospital.
Second is the number of the Internet will be more and more hospitals, the hospital will also become a new force.
Finally, on the basis of medical data with a large number on the use of modern Internet technology to develop medical artificial intelligence, so that a doctor's efficiency increased dramatically, so that patients see a doctor more convenient, at the same time enjoy a better quality of medical services.
Meanwhile, the medical institutions, doctors, users and gradually began to accept and recognize the Internet + medical applications. It will also spawned the birth of a more diversified marketing channels, taken from the original B-side resources to compete for the C-terminus of the user. Although most Internet companies do not start the hospital, but I believe that day will soon come.
Source: Rummy