In 2016, private medical care was spent in a difficult situation. It experienced many disturbances such as the new term for online medical care, the Baidu hemophilia bar incident, the Baidu Wei Zexi incident, and the controversy caused by the "Medical Beauty Stage" in the competition. The degree of trust has also withstood a huge test. The effect of Baidu search engine promotion and online SEO is generally poor, and the conversion rate of patients to the hospital continues to be low. These all lead to the slow development of private medical care in 2016, and even the difficulty of survival.
The past cannot be learned, but the come can still be traced. 2016 has passed, and 2017 is coming. Private medical care should also pay attention to the hot spots of the industry and actively integrate into the general trend of the industry in order to achieve faster growth.
In 2017, private medical care should pay attention to nine industry hotspots. These hotspots involve the implementation of new medical policies, the development of mobile medical platforms, offline medical services, and medical promotion, cross-border medical care, medical capital, etc. On the one hand, paying attention to hot spots and actively promoting it is the way to grow rapidly.
One of the hot spots: the continuous promotion of the new medical policy
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★★★
The national medical policy has a certain continuity. The medical policy in 2016 will affect the trend and implementation of the medical policy in 2017. In February 2016, Beijing promoted the “separation of medicines” policy across the city; in March 2016, the National Health and Family Planning Commission’s Medical Administration and Hospital Administration issued the “Key Points of Medical Administration and Medical Administration in 2016”. After the key work content, drug monitoring will continue to be strengthened. At the beginning of the year, the Beijing Municipal Health and Family Planning Commission emphasized the implementation of the "real-name system" registration, and the cancellation of individual doctor's manual plus signs. Sichuan West China Hospital announced that starting from March 7, individual doctors will be cancelled. Manual plus and field plus.
The state and local governments issued many policies in 2016, including policies to promote tiered diagnosis and treatment, policies to standardize appointment registration, and policies to expand multi-site practice pilots for doctors, and these policies will continue in 2017. We can focus on it. It takes a certain amount of time from the introduction, implementation and effect of policies, and this period is also an opportunity period for the rapid development of private medical care.
Medical policy dominates the development direction of the industry. For private hospitals, the most worthy of attention in 2017 is the hierarchical diagnosis and treatment policy, the multi-site practice policy for doctors, and the medical insurance policy. The construction of the mechanism for doctors to practice in multiple locations involves the establishment of hospital specialties and the construction of a mobile medical platform led by private medical care, while the medical insurance policy involves the settlement of medical expenses.
The starting point of the new medical policy is good, but the implementation of the policy will take time. This requires everyone to pay more attention to the continuity, enforceability and effectiveness of the policy, pay attention to the planning and implementation of the new medical policy, and pay attention to the development of the medical policy. The "policy dividend" that comes, pays attention to the upgrading and transformation of its own "medical consortium" to make its operation more flexible.
Hotspot 2: Strategic Expansion of Mobile Healthcare
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★★
According to the research report of iiMedia Research, at the end of 2015, the user scale of China's mobile medical and health market still maintained a strong growth trend. people, with a year-on-year growth rate of 91.7%.
The mobile medical market is large, and mobile medical platforms represented by Chunyu Doctor and WeDoctor have a dominant position in the market competition. They have strong patient user traffic, doctor-patient diagnosis and treatment data, digital diagnosis and treatment services, etc., November 2016 On the 5th, the "Shanghai Children's Internet Hospital" jointly established by WeDoctor and Shanghai Children's Hospital was officially announced. Lilac Garden started an attempt to establish an offline clinic. The trend of mobile medical O2O is becoming more and more obvious.
The mobile medical platform has been formed, and the profit-seeking nature of medical capital and investors will inevitably require it to expand strategically, expand to various sub-sectors to achieve full coverage of medical specialties and three-dimensional services for patients, and expand to various regions to promote Close service to patients, derived from various diseases to obtain higher profit returns.
The strategic expansion of the mobile medical platform is inevitable. In 2017, it will only come faster and more violently. Private medical care can only speed up its own mobile medical promotion pace, or add to some mobile medical platforms, or accelerate the development of the specialist O2O system. In this way, we can deal with the strategic expansion of the mobile medical platform and strive for the industry space for self-development.
Hotspot 3: Evolution of offline medical services
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★★
According to the statistics of the Medical Industry Association in 2015, 90% of private hospitals are first-class or unclassified medical institutions, and the number of beds is generally less than 100. Their hospitals are more focused on drug treatment, device treatment, etc. , exploratory and other treatment methods are still in development.
Looking at the current offline hospital services, everyone focuses on the patient's own services such as disease diagnosis, drug treatment, etc., but does not pay much attention to the convenience of medical treatment, the fluency of diagnosis and the effectiveness of treatment, and the high level of care for patients. The quality medical service experience does not attract much attention. There are indeed more patients in the top three public hospitals. Private medical care can focus on it here!
Whether it is private medical care or public hospitals, offline hospital services are not just forcing patients to obey according to their own medical service processes. Even if they are just in need, patients also want to receive high-quality, caring and high-value services.
Mobile healthcare requires offline hospitals to pay more attention to the connection between online and offline medical services, and to pay more attention to the experience of offline medical services, so that seeing a doctor is no longer difficult and expensive, allowing doctors and patients to communicate at more levels, and enabling patients to diagnose The medical treatment process is more efficient and smooth, and these are the areas where private medical care needs to be improved.
Hotspot 4: Innovative medical promotion, building medical brand IP
Hot commercial value: ★★★★
Hotspot advancement difficulty: ★★★
In 2016, the hottest topics in China's business world were live broadcast, IP, etc. Medical IP is gradually emerging. Various specialists conduct various popular science lectures on the Internet, and various medical celebrities offer novel live broadcast courses. The public is aware of the doctor's work content, and it also enhances the patient's sense of trust. The more the better.
In the era of mobile medical care, medical information should be transparent. The planning, design, production and dissemination of medical content are far more penetrating than simple hospital advertisements. The medical content such as self-diagnosis of symptoms and pathological explanations are also popular with patients.
The building of a hospital brand starts with the building of a medical service brand. Medical brand IP can not only highlight the professional academics of medical experts, but also strengthen the affinity of star doctors. The content value of medical IP is worthy of deep exploration by private medical care.
Hotspot 5: Joining the Doctors Group to create a new highland for medical services
Hot commercial value: ★★★★
Hotspot advancement difficulty: ★★★
With the increasing liberalization of doctors' multi-point practice, doctor groups are growing rapidly. Specialty and multi-specialty doctor groups represented by Zhang Qiang Doctor Group are developing in an increasingly standardized manner, and their degree of specialization is not inferior to that of public hospitals and other institutions.
Independent doctor groups play an important role in the era of mobile healthcare. They not only promote doctors in offline hospitals to practice in multiple locations, but also provide sufficient support for offline doctor-patient online consultation, online communication, and issuance of "second medical opinions". Doctor resources, this kind of resources is still market-oriented and can be effectively managed and controlled. The doctor group is a force that cannot be ignored in the future mobile medical era.
In 2017, the doctor group will definitely develop in the direction of more numbers, more specialties, and more scientific management. Private medical care can also be strengthened with doctor groups, cooperate with medical projects, and cooperate on specific diseases. It is possible to cooperate on a specific department, which not only improves patient satisfaction, but also saves hospital costs. Why not do it with one stone? !
Hotspot 6: Pay attention to health insurance and other businesses, and introduce the concept of Internet insurance
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★
In 2016, the founder of Chunyu Doctor left. He was worried about the profit model of Chunyu Doctor before his death. For a large number of mobile medical online platforms, some of them are already trying to connect insurance business, especially health insurance and life insurance. Explore and solve the problem of profitability of mobile medical online platform.
There are already very mature HMO models abroad, in which insurance companies play a leading role, while domestic insurance companies cannot control a large amount of patient medical data, and the role of hospitals in the process of patient diagnosis and treatment is too strong. Domestic HMOs are far from mature. Private medical care can consider connecting with the health insurance business and explore novel profit channels.
The mechanism of private medical care is flexible. It can introduce more Internet insurance mechanisms, actively connect with health insurance projects, or incorporate insurance services into the "membership card" of its own hospitals, and can cooperate with insurance companies to launch "United Medical Insurance". Products”, all kinds of cooperation methods can be discussed!
Hotspot Seven: Casting the development of medical-grade intelligent hardware and promoting the interconnection of software and hardware
Hot commercial value: ★★★★
Hotspot advancement difficulty: ★★★★
According to the China Wearable Computing Industry Technology Innovation Strategic Alliance Report, the market for wearable smart devices in my country has grown exponentially since 2010. It is predicted that by 2020, the Internet of Things will create 50 billion automatically connected terminals, and the total revenue from the Internet of Things will reach 8.9 trillion yuan.
The development of domestic intelligent hardware is changing with each passing day, but most of the hardware is still sports, fitness, and entertainment. The market prospect of intelligent hardware is undoubtedly broad, and there is a great demand for medical-grade intelligent hardware in patient-assisted diagnosis, efficient treatment and rehabilitation.
Most of the private medical bosses operate hospitals, as well as medicine, equipment and other businesses. These medical-related businesses can be integrated through "patient diagnosis and treatment", so that medical-grade intelligent hardware can exert its unique value and can be integrated with intelligent hardware companies. Cooperation, can cooperate with mobile medical platform, complementary resources and win-win cooperation.
Hotspot 8: Penetrating development of cross-border medical care
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★★★
Cross-border medical care has developed rapidly in recent years. According to statistics from Minsheng Securities, since September 2015, the number of Chinese patients going overseas for medical treatment has tripled compared to the beginning of the year, and it is expected that this number will continue to grow in the next few years.
With the improvement of domestic consumption level and the increase of wealthy class, cross-border medical care and medical tourism will definitely have a market explosion. Private medical care is familiar with the diagnosis and treatment services of chronic diseases and difficult diseases. When the wind is coming, private medical care may wish to deploy Cross-border medical treatment, seize market opportunities in advance.
The value of cross-border medical care lies not only in the presence of more high-end medical consumers, but also in that it can use "medical service consumption" as a traffic entry, and can bring corresponding health care services, insurance services, and commodity sales in the later stage. The future is bright. It deserves the high attention of private medical practitioners.
Hotspot No. 9: Joining hands with medical capital to create a new industry pattern
Hot commercial value: ★★★★★
Hotspot advancement difficulty: ★★★★★
The medical industry is a service, and it is also an industry dominated by patients’ rigid needs. Patients’ needs for diagnosis and treatment services are rigid. Relieving pain and restoring health are the sincere expectations of every patient, and the medical service industry with massive patients and rigid needs also attracts With the vision of capital, the medical service industry has become the prey of capital.
The capital operation of the medical industry in 2016 was remarkable. On the evening of July 13, 2015, the China Securities Regulatory Commission issued an announcement that Kandelai and Buchang Pharmaceuticals were approved for the first time. Both are companies with considerable market positions in the medical and health field. For the production and sales of cerebrovascular drugs, more pharmaceutical companies, device companies and private hospitals are planning to go public.
At the same time, the financing of mobile medical platforms is also accelerating. In 2016, the capital market's enthusiasm for the Internet medical and health field did not decline, but increased. As of June 28, there were 121 investment events of more than one million yuan in the first half of 2016, and the total investment amount was close to an astonishing 14 billion, of which Twenty-nine companies with a financing amount of more than 100 million yuan have received investment of more than 10 million yuan.
The medical industry has increasingly become the "frontier battlefield" of capital, and private medical care cannot be left out. Pay attention to the capital operation of mobile medical care in 2017, actively connect medical capital, initiate efficient hospital mergers and acquisitions and "medical alliance" integration, and leapfrog growth of private medical care. is very necessary!
The 2016 year of private medical care has passed, and everyone has traveled through hardships and hardships. In 2017, the tide of mobile medical care will be even more turbulent. Only by paying attention to the "nine major industry hot spots" can private medical care gain insight into the development of the industry, act proactively, and stand upright. Trend of the times!
