This year's "Double Twelve" in addition to the traditional e-commerce online competition in the field, another major feature is the online competition under the mobile application scenarios and mobile payments, mainly in Alipay The launch of the offline Alipay wallet wallet 50% discount activities, instantly built the supermarket into a "profit is willful" Vanity Fair. For standardized e-commerce products, the targeted subsidy model can achieve good results, that is, the user is obtained, the traffic used by the product is also obtained, and an unprecedented brand and scene application promotion is carried out.
However, for mobile medical care , this is a non-standardized service itself, that is, depending on the specific diagnosis and treatment of each patient and the professional diagnosis ability of the doctor, the diagnosis and treatment plan and the medicine are also different. Can the industry be completely subverted for the trend of mobileization? On the one hand, it is a huge market in the future of mobile medical field. The user experience based on Internet and mobile will gradually expand from the current market segments of payment, information and entertainment to health and life. On the other hand, At present, the liberalization of the medical industry is still not strong. Considering the safety of the industry, further mobile Internet trial and error is needed.
So, in this case, the Internet company said that the subsidy model is good, can you finally win the medical and mobile health market? For the subsidy war between the taxi and the fast taxi, everyone has become accustomed to the battle of e-commerce shopping and payment subsidies, but whether the subsidy model can mobilize patients for medicines and related health services. Enthusiasm? Moreover, there are several problems in the hospital and medical market, patients, etc. that need to be overcome.
For Internet subversion in the mobile medical field, there are mainly several points.
One is the mobilization of the diagnosis and treatment of the disease, that is, the patient can directly connect with the doctor through the intelligent mobile terminal to obtain professional advice on diagnosis and treatment; one is the Internetization of the hospital process, that is, the registration, outpatient, examination and drug taking of the hospital. All the procedures are Internet-based. Of course, this requires a very close cooperation with the hospital. Another is the medical e-commerce model. From the spring of 2014, CITIC 21st Century won the first “third-party online drug sales pilot qualification certificate. "In September, six ministries and commissions jointly issued a document to release the control, and the medical e-commerce market began to boil.
At present, the domestic pharmaceutical e-commerce scale is about 4.2 billion, accounting for only 1.68% of the domestic OTC drug market, accounting for only 0.035% of the entire pharmaceutical market. Therefore, the volume of some prescription drugs in the outpatient field will be the main cause of e-commerce expansion.
Relatively speaking, if we analyze from the perspective of industrial processes, in fact, some services in the medical field are standardized, and some services are not standardized. For example, services such as registration, numbering, appointment, and inspection of hospitals are standardized, and the layout resistance for mobility is also minimal, because this is a procedural matter. However, once specific medical conditions and prescription drug purchases and payments are involved, the process is less standardized and major troubles are encountered.
For Internet companies, the logic is very simple. After doctors treat patients and prescribe drugs, some prescription drugs can be sold online. Then users can scan the QR code on the drug list to purchase drugs online. You can also get subsidies from Internet companies. For the users, the efficiency has been improved and the preferential treatment has been obtained. For the hospital, the pressure of drug distribution and management has also been alleviated, and for the participants in the medical e-commerce field, the entry point for entering the market has also been obtained.
However, the ideal is full, but the reality is very skinny.
First, for hospitals, the open drug list market is a big threshold because hospitals also have a cash flow, while drug sales and medical services are one of the main sources (medical maintenance model). Once the entrance to the drug sales is controlled by the Internet company, the hospital will only have face-to-face consultation services for the whole process, which may be a kind of damage from the perspective of the interests of the entire hospital group. It is similar to the background of the bank's retail mobile payment office. Once the hospital's front-end registration, inspection services are Internetized, and the back-end medical distribution is also Internetized, the hospital becomes a medical diagnosis and treatment offline service. The scene, but its own links have been separated.
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