Covering more than 80 cities and over 4,000 pharmacies, how can a safe doctor build a closed-loop medical platform?

Established in less than 4 years, the IPO was successful. With the unique development logic and business model, Ping An Doctor relied on more than 1,000 full-time medical teams and 3,100 contracted cooperative hospitals to build a one-stop medical care centered on the consultation. Ecological platform.

On August 16, Ping An’s doctor announced the 2018 interim financial report, which was also the first financial report after its listing. According to the financial report, Ping An’s doctor’s operating income has maintained rapid growth, and family doctors and health malls have become the main sources of growth.

Among them, family doctors' business income was RMB 186.2 million, a year-on-year increase of 91.4%. The rapid growth of family doctors' business income is mainly due to the significant growth of new products in the year of 2017, which was launched in late 2017, and the significant increase in revenue from electronic prescription services. At the same time, the “1 minute consultation and +1 hour delivery” service under the family doctor business also performed well, covering 62 cities and 4,150 cooperative pharmacies. As of the end of July, the service has covered more than 80 cities across the country.

The health mall business contributed RMB 1.56 billion to the GMV, an increase of 130.4% year-on-year. The income from the health mall business reached RMB628.2 million, a year-on-year increase of 302.7%; the gross profit reached RMB63.9 million, a year-on-year increase of 120.2%. As of June 30, 2018, its Health Mall offers approximately 265,000 SKUs covering a wide range of Chinese and Western medicines, nutritional health care, medical devices, maternal and child rearing and sports and fitness.

Among these two growth businesses, the pharmaceutical business accounts for a large proportion, and Ping An’s doctors have recently made many new moves in the medical field, and successively launched “minute clinic + one hour to deliver medicine”. It can be seen that medicine is the source of growth for safe doctors, and it is still expanding the radius of business. This has caused us enough attention and curiosity. Does it indicate that there will be new layouts and new styles in the medical part of Ping An Good Doctor? ? Through the release of the mid-year report and some recent business changes, the arterial network reporter had an in-depth exchange with Mr. Wang Kun, vice president of Ping An Doctor and general manager of the Pharmaceutical Division.

Peace of mind to build a platform for medicine

According to the strategic interpretation of the arterial network on the safe doctor, it was found that the pharmaceutical sector has always been an important component of a safe doctor and a major source of income. It runs through various business lines such as health malls, family doctors, and health management. Reporting data can also give a glimpse.

In this regard, Wang Kun said that the vision of Ping An Doctor is to provide a family doctor for each family, an electronic health record for each person and a health management plan. Around this system, there must be doctors, medicines, and data. Therefore, medicine is a very important part of the middle.

However, unlike other self-operated platforms that strengthen drugs, Ping An is a collaborative approach to cutting into the drug market, including the operation of pharmaceutical e-commerce, as well as cooperation with pharmacies. "Users don't want to go to the hospital every day, spend three hours in line, but only three minutes of medical treatment. Users want to have a family doctor or solve problems online. You can get the medicines you need by the medicine delivery service or at the nearest pharmacy. This is a good doctor." "Glowing fever" is not a mere mass medical e-commerce platform," Wang Kun said.

For the medical e-commerce company of Ping An Good Doctor, it is the necessary link to open the closed loop. The big pharmacy on the platform is the cooperation with the merchants, rather than doing large-scale operations on their own. In the strategy, Ping An Good Doctor is always defined as a platform, and hopes to improve the accessibility of services through cooperation, instead of doing a small vertical field.

Since it is positioned on the platform, Ping An has always been a combination of online and offline mode since it was launched. It has no heavy assets investment under the line, and mainly expands its business through cooperation. Including the one-hour drug delivery service provided by the recent cooperation with the pharmacy, and the smart medicine cabinet of the minute clinic, the purpose is to empower the pharmacy clinic.

According to the “Statistical Analysis Report on the Operation of Drug Circulation Industry in 2017” by the Ministry of Commerce, the total sales of seven major drugs in China totaled 201.6 billion yuan in 2017, and the total retail market of drugs reached 400.3 billion yuan, up 9.0% year-on-year. Although the pharmaceutical retail market is continuing to grow, the situation of consumers “difficult to buy medicine” and pharmacies “difficult to find customers” still exist.

Wang Kun said, "For pharmacies, the biggest appeal is to get more profits. The four major chain pharmacies currently listed have a net profit of only about 4%, which is very thin. At this stage, the chain of pharmacies basically presents "334 "The state, that is, three of the ten pharmacies in the chain have lost money, three are flat, and four are profitable. Even if the three loss-making shops are successively cut off, can it indicate that the four companies can make more profits, and the three companies can be profitable? In fact, it is not the market share of this chain will decline, its bargaining power, procurement costs and other aspects will be affected. Ping An good doctors empower pharmacies, through our prescriptions, doctors' treatment, help pharmacies to achieve drug sales. Since we don't do heavy mode, we hope to work better with pharmacies to help it make a profit."

In terms of industrial empowerment, Ping An has made many attempts. Its medical e-commerce platform was officially opened in March 2016. By the end of June 2018, the transaction volume reached 1.56 billion yuan. In two years, the sales data of pharmaceutical e-commerce has increased several times.

There are medical e-commerce online, and the patient management of the safe doctors under the line is also very effective. Due to the establishment of an electronic health record, accurate analysis and precise marketing can be carried out based on the patient's medical history and data. This is not only a patient care, but also a good channel for docking products for pharmaceutical companies.

“In terms of patient education, we are also experimenting with joint pharmaceutical companies, and the feedback data obtained at this stage is very good.”

“One-minute consultation + one-hour delivery” is the new business system of Ping An Doctor, which provides a one-stop service for quick consultation and one-hour delivery. The one-hour drug delivery is to solve the problem of drug delivery in the last mile of the patient. It is planned to sink to the third- and fourth-tier cities. The minute clinic is a qualified pharmacy and a large enterprise to meet the high-efficiency drug diagnosis service. According to the data of the mid-year report, as of the end of June 2018, there were more than 3,100 cooperative hospitals in Ping An, among which there were over 1,200 top three hospitals and over 12,000 cooperative pharmacies, including over 4,000 “one-hour delivery”.

Minute clinic for a good doctor (picture by the arterial network reporter)

“Minute clinic is our integrated intelligent medicine cabinet based on AI intelligent consultation + online doctor real-time consultation. It started to be promoted nationwide in early August. This is the first product in the whole industry, which is different from the automatic retail medicine cabinet designed by many industries. Minute clinic can complete the closed loop of doctors' consultation, prescribing, and taking medicines. At the same time, we have a large amount of user data, combined with Ping An Doctor's APP, users know where there is a smart medicine cabinet on the safe doctor platform, how to proceed Consultation and purchase of medicine, etc. Moreover, the third-party distributors we cooperate with can be the delivery point. The medicines of the minute clinic are cooperated with the pharmacies, not by the safe doctors. This is also in the empowerment of pharmaceutical companies and pharmacies. "Wang Kun introduced.

Not only that, the Minute Clinic also solved the problem that pharmacies could not be serviced 24 hours a day. The SFDA hopes that pharmacies can operate 24 hours a day, but it is difficult to implement. For every 1-2 people added, the cost per year is tens of thousands. Currently, only a few pharmacies can do it. The emergence of the minute clinic solved this problem. There are 24-hour real-time online doctors in the clinic, followed by video phone calls and other services, and the inspection equipment will be integrated. There are already sphygmomanometers and thermometers.

According to the data of the mid-year report, as of the end of June 2018, Ping An’s “1 minute consultation and +1 hour delivery” service has covered 62 cities, and the number of cooperative pharmacies reached 4,150. As of the end of July, the service has been It covers more than 80 cities across the country, including Yifeng, Neptune, Chen, NUS and other national famous chain pharmacy brands.

In addition to empowering pharmaceutical companies and pharmacies, the Minute Clinic is also a product of Ping An Good Doctor Service. The goal is for banks, traditional businesses and large Internet companies with a scale of more than a thousand people. Because these employees have high health costs, companies tend to pay more attention to employee health management.

For the existing insurance customers of Ping An Group, the minute clinic can also play a very good role. All large companies that cooperate with Ping An Annuity will form a pool of funds. Employees will consume it if they are sick and buy medicine, but in the past many people do not know how to use it and where to use it. In the future, the small problems of the employees of the cooperative enterprise can be solved through the minute clinic, and the settlement and payment are completed through the internal system of Ping An, which optimizes the cumbersome process of the enterprise and the employees in the past. "Of course, if he is not finished in the minute clinic, the same is true through the Ping An Doctor's APP. The doctors buy medicines and all the closed loops are opened."

The minute clinic is not "showing everyone all the sickness." According to Wang Kun, the Minute Clinic can now solve more than 60 common diseases, and placed 100 kinds of medicines in the medicine cabinet next to it, which can basically cover common problems. Minutes other than the clinic's pre-set disease and medication, after the consultation, the patient is recommended to go to the hospital for related examinations. "We don't dare to prescribe some prescriptions and give some guidance."

The same 24-hour service, the main scenes are in the pharmacy, all provide medical services, we will inevitably compare the safe clinic doctor's minute clinic with the US CVS minute clinic. When asked about the difference, Wang Kun said: "The biggest difference between us and the CVS minute clinic is that we have a team of self-employed doctors to communicate with patients in real time, and we can help patients solve problems in the first time. The CVS model is to hire a registration. Nurses and interns work with a decision-making system to complete the diagnosis, and there is still a difference in the quality and efficiency of the diagnosis."

In addition to the "1 hour drug delivery" and "1 minute clinic", Ping An good doctor will also launch "10,000 pharmacies clinicization", "Internet medical + insurance + pharmacy" and "chronic disease management" and other plans, and pharmaceutical companies Cooperation to create a new retail ring of “Internet + Medicine”.

The pharmacy itself is a good user scenario. Scenario marketing is a key factor in the construction of pharmaceutical brands. Ping An is trying to build a user scene with hospital partners and health management centers.

Pharmacy clinicization is one of the future development directions. According to the arterial network, the “Wanjia Pharmacy Clinicization” plan is specifically proposed for this purpose. At present, there are more than 400,000 pharmacies in China, but many are still single pharmacies and do not have the qualifications of licensed pharmacists required by the state. Ping An Good Doctor wants to rely on his own Internet hospital, medical team and Internet medical flow to empower pharmacies with specialized services and massive users to create an ecological closed loop.

In other respects, Ping An's AI consultation has been negotiated with Xiaomi Smart Speakers and Baidu Smart Speakers. In the future, it is possible to directly report through the smart speakers and locate the scene to the home. This is also a new attempt.

Through constant communication with Ping An Doctor, we can deeply feel that they are doing a lot of useful cooperation attempts, including the acquisition of Wanjia Medical mentioned in the announcement, speeding up the offline layout, and improving the online and offline family doctor services. Closed loop; signing a subscription agreement with Grab to establish a Southeast Asian joint venture company, entering the Southeast Asian market, etc., all reflect the pattern and responsibility of a large enterprise.

Back to the medical side, the minute clinic has been in the United States for many years, but it is still a new thing in China, and it faces many challenges such as the user's willingness to pay, user experience, patient education, and the effectiveness of the consultation. Regarding the advancement and trial of this business, the arterial network will continue to pay attention. Through Ping An’s platform for empowering doctors, I hope that I can truly solve the appeals of pharmaceutical companies and improve the pain points of patients’ “three hours in line and five minutes in consultation”, which is the blessing of all parties.

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