China Mobile Medical Market will reach 10 billion scale by 2017

Internet medical care has become a hot spot for the new round of investment in the Internet. Relevant parties predict that by 2017 China's mobile medical market will reach 12.5 billion yuan. This new form of medical service is rapidly expanding, and it needs to be integrated into the original medical service system, strengthen government supervision and build a clear profit model.

Integration into existing medical service systems

The mobile Internet is profoundly changing the existing traditional medical treatment model. Last year, Alibaba began to accelerate the “Future Hospital” program, which aims to help hospitals improve operational efficiency and optimize medical resource allocation.

The reporter recently conducted an experience and interview at the Beijing Friendship Hospital. Friendship Hospital is one of the cooperation units of Alipay service window. As long as the patient's mobile phone downloads and installs Alipay wallet, it can search for “Beijing Friendship Hospital” in its “service window” and bind the consultation card number of Friendship Hospital. The mobile phone performs registration, payment, and inspection reports. It is worth noting that the use of Alipay to pay the registration fee and medical expenses, support medical insurance settlement, you can carry out "medical insurance decomposition" on the self-service terminal in the outpatient hall, after the completion of the decomposition, the cost of medical insurance reimbursement will be returned to the patient's Alipay account in real time. on. If you need an invoice, you can also make an invoice in the window.

Liu Jian, chairman of Beijing Friendship Hospital, said that when patients go to the Friendship Hospital for medical treatment, they do not need to queue up in the hospital hall. They can complete the registration, payment, queuing and waiting for payment, and taking reports on the mobile phone, greatly shortening the waiting time for medical treatment. .

“Payment payment” is the re-engineering of the medical treatment process, which gives patients a new medical experience. “Every window is queued, and the most frequent repetition is the payment. Statistics show that in the hospital treatment process, the most time-consuming queue is the payment. If you can reduce such meaningless waiting time, the patient will be much more convenient.” According to Cui Mei, director of the outpatient department of Beijing Friendship Hospital, according to the traditional medical procedure, if the patient is queued for 20 minutes, waiting for 30 to 60 minutes, plus laboratory tests, payment, etc., the entire treatment process may take two or three hours. For patients using the Alipay wallet, the time in the hospital is about one hour.

The new medical treatment process greatly facilitates patients. However, the connection between mobile medical and existing medical service systems needs to be further improved.

Zhong Dongbo, deputy director of the Beijing Municipal Health and Family Planning Commission, pointed out that mobile medical care has increased the cost of hospitals. However, it is difficult to make up for the cost through price adjustment and financial subsidies. Therefore, unless the partners provide support equipment and services free of charge, the hospital's enthusiasm is not high. Moreover, the personal payment population is limited, and it is difficult for commercial insurance and basic medical insurance to include mobile medical care.

"Mobile Internet access should aim at the 'pain point' of the medical system. Using information technology to manage hospital logistics, improve the safety and quality of medical services and alleviate the imbalance of medical resources is the core of mobile medical companies to incite doctor resources. The key.” Liu Fan, director of the Information Center of Peking University People’s Hospital, believes that “the future medical market will become more open. The development direction of mobile medical care may be imprisoned, but it must be able to optimize the allocation of resources in the industry chain and help hospitals solve medical problems. The problem of resource shortage."

Regulatory services from "management" to "governance"

"The current development of the mobile health management industry still has difficulties such as low competition threshold and unsound performance measurement mechanism." Yu Rong, chairman of the company, said that the threshold is too low, leading to the current mobile Internet medical industry. The mix of fish and dragons, the information content is mixed, directly affecting the trust of users in the industry.

Although the Internet medical industry has maintained a boom, regulation is in a state of deficiencies. The current Regulations on the Administration of Medical Institutions and the Measures for the Administration of Internet Health Care Information Services do not cover the Internet medical industry. Insufficient supervision is likely to cause difficulties for users to defend their rights. For example, if a patient goes to the hospital for medical treatment, the doctor and patient will form a contractual relationship in the legal sense. However, there is no clear legal norm for the user's prescription advice on medical treatment. Once there is a misdiagnosis or medication problem, the patient will fall into the dilemma of defending the rights and it is difficult to find the responsible subject. "The core goal of mobile healthcare is to make use of technological advances to better serve the public's health without causing some new and unnecessary damage. Currently, it is necessary to strengthen legal supervision, protect patient rights and utilize mobile internet technology. Seeking a balance between getting better medical services," said Zhong Dongbo.

Experts suggest that policies, regulations, and government regulation should keep pace with the transformation of new technologies into traditional industries. It should start with qualifications and regulatory policies to promote the healthy development of the Internet medical industry.

"For the supervision of future Internet health care service information, I hope to change from 'management' to 'governance." Zhou Bing, deputy editor-in-chief of Health News, believes that, first of all, through the supervision and guidance of the government, regulators and supervisors will be formed. The innovative governance model of joint participation; secondly, it is necessary to engage in the gradual transition of pre-regulation into process supervision, increase the cost of non-compliance, and make the implementation of supervision more efficient. China can find a balance between protecting patients and encouraging innovation, introducing relevant policies and improving existing laws and regulations, and stipulating key issues such as review and filing of Internet medical enterprises, doctor qualifications, medical disputes, and patient rights protection, and changing the industry. The status quo of disorderly growth.

Build a clearer profit model

The profit model is still unclear and restricts the sustainable development of mobile Internet medical companies. At present, the mobile medical enterprise "Good Doctor Online" has accumulated hundreds of thousands of users, including nearly 300,000 doctors, but still has not found a clear profit model. Founder Wang Hang said frankly that its products mainly include information inquiry services, expert consultation services, appointment registration and telephone consultation services. Only telephone consultation services are charged, and other services cannot generate profits.

"At present, Dr. Chun Yu has a user-oriented paid service model in addition to the free consultation, but Dr. Chun Yu did not make a commission from it, so the consultation itself does not constitute a business model." According to Xu Yuni, the brand director of Dr. Chun Yu, the exploration of the profit model On the other hand, Dr. Chun Yu is more inclined to the direction of big data and introduces wearable device data based on existing question and answer data. It is also necessary to establish a user's electronic health record, and link the upstream equipment vendors, downstream pharmaceutical companies and health care institutions according to the user needs of the data analysis to form an orderly benefit share.

"The development of the mobile Internet medical industry is inseparable from data collection and information sharing." Liao Jieyuan, CEO of Registered Network, said that medical care is a special industry, especially the full cooperation of all links in the industry chain. Therefore, Registered Network is committed to building an open mobile health platform and is first open to hospitals. "Micro-medicine" will open the standard interface, so that the hospital can access the national patients with a little access. It will also open a standard interface for doctors, allowing doctors to access their own brand communication and patient service platforms. Not only that, the micro-medicine platform will also be open to manufacturers, supporting manufacturers to assist hospitals to optimize medical procedures and build mobile Internet portals.

Liao Jieyuan proposed to establish a standard system at the national level and improve the supervision mechanism. On this basis, the use of Internet technology to track and manage the health status of residents, truly realize the popularization of “network general practitioners” and promote the rapid development of the health information industry. .

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