The Internet medical investment boom that has started in the second half of last year has been going on for nearly a year. However, with the large-scale money-burning movement, most companies are unable to find their own profit model, and large investors have become increasingly cautious in investing in such projects.
The Internet's craze in the medical field has been carried out under the background of the transformation of the traditional field in the context of the development of the Internet itself. Although China's medical market is as large as 2 trillion yuan, and with the rapid aging, the market scale is expanding rapidly, but the medical field has its own particularities, especially in China. In the judgment of the future trend of Internet medical care, all parties in the market have experienced deviations and are deeply immersed in cognitive dilemmas.
In general, the Chinese market's perception of Internet medical care is still the traditional Internet thinking initiative in the early stage, which is consistent with the trend of Internet medical development in the United States. However, the medical service market is a highly complex and policy-controlled industry. Understanding the micro-segment market cannot grasp the general trend. Entrepreneurs in the United States are relatively fortunate in this regard, and the general trend of US policies and markets is conducive to the development of Internet medical care. Value medicine has driven the market's demand for Internet medical care, especially telemedicine . This is because value-based medical care pays for results, which strengthens the emphasis on the efficacy of medical institutions, which has led to the use of Internet medical tools to strengthen patient tracking and monitoring, so as to timely intervention to control the progress of the disease.
Still, according to Rock Health's latest report, investors still have a bubble perception of the development of digital healthcare in the United States. This is mainly because investors have found that the business landscape of many projects is very well depicted, but the return on investment is far-reaching, such as many health engagement projects. As a result, investors in the US market are more concerned with projects that generate revenue, such as remote consultations, disease management, and programs that help hospitals charge fees.
In the traditional Internet space, user conversion rate is the core indicator of revenue growth. Therefore, it is more effective to transform user purchases through large-scale traffic, even if it is worth a certain cost to acquire users. However, in the Internet medical field, the meaning of traffic is very weak. First, the user's needs are very subdivided and non-proliferative. The patient's needs are only for the disease that they suffer. It is impossible to buy a TV like a traditional e-commerce platform or buy a book by the way. Second, the user's payment theme is not self, but insurance. This is subject to the terms of the insurance company and is not arbitrary. Finally, the urgency of demand and the inability to create. The demand for disease is very urgent and low-frequency consumption, users can not be affected by advertising.
We can see that even in the United States, Internet medical companies directly targeting the C-end are hard to succeed. The current successful Internet medical companies are direct group customers who do not need and cannot use advertising and a series of promotional methods to gain user growth. For example, according to Teladoc's latest IPO document on the remote consultation website, its main customers come from employers, insurance companies and medical systems, with a total of 4,000 customers and 10 million members.
From the above analysis of the United States, it can be seen that the perception of Internet medical care in the US market has gradually returned from the simple Internet thinking to the traditional B-side big customer marketing model.
The current Chinese market perception of Internet medical care still mainly stays on the traditional Internet thinking, and the focus is still on acquiring users from the C side. This has a lot to do with the current market situation in China. As a medical system with a high proportion of self-paying in the world, China's medical services have a large revenue from the user-paid portion. Therefore, users at the C-end have a certain amount of self-paying habits. However, the self-pay is mainly concentrated on the cost of drugs and equipment, and the cost of medical services is not high. Secondly, China's medical insurance system is based on the basics of insurance, and its own ability to control fees is weak. It has no ability to restrict hospitals and manage the dynamic rate of medical insurance paid by enterprises. This also leads to the lack of motivation and ability of employers and medical insurance. Manage efficacy and control medical costs. Therefore, the mode of group procurement of medical services has not been carried out, and it has been forced to enter the C-end.
Zhejiang Industrial Group Co., Ltd. , https://www.xingyeseafood.com