Release date: 2016-02-14
On January 18, 2016, in front of the village committee of Hongshi Fishery Farm in Honghu City, Hubei Province, curious villagers lined up with medical records. In less than ten minutes, the villager Hu Tianshun completed the registration of the registration and medical records with the help of the partner of Alibaba Village, and then through the video and dialogue with the endocrinologist at the Wuhan Central Hospital. After the consultation, the doctor opened the electronic prescription. On January 19, Hu Tianshun received the medicine at the door of the house, paid the medicine and received the invoice, and the medical insurance part was reimbursed by the local new rural cooperative medical department.
Hong Lion Fishing Ground is one of the most remote villages in Honghu. It is surrounded by water on three sides and has inconvenient transportation. The villagers went to the hospital and went to the nearest Honghu Chinese Medicine Hospital to take the bus to the nearby market. Then take the bus to Honghu City for more than an hour. If the serious illness is serious, you need to go to the big hospital in Wuhan for more than three hours. The video treatment makes the villagers both fresh and suspicious. Can you take medicine and get medicine through a computer screen to solve the problem of deep-rooted medical treatment?
Internet companies are trying to become disruptors in the traditional medical industry. Hongshi Fishery is one of the first pilots of Ali Health Network Hospital. Ali tried to open the electronic prescription and open the drug sales network through remote video and offline video center support from the most painful point in the traditional medical service field. Connect the entire ecological chain from patients to medical institutions, pharmacies and pharmaceutical companies, and realize the commercial value of scaled platforms.
In the past two years, Ali has been deploying the medical industry, and has already laid out the “chess†of future hospitals, cloud hospitals, Tmall medical museums, and Ali Health APP. The ultimate goal of building a closed-loop ecological chain lies in drug sales. "We want to build a B2C+O2O medical health product sales platform, linkage medical and health products manufacturers, wholesale companies, retail enterprises, to bring more diversified medical and health products purchase experience to users." Ali Health Information Technology Co., Ltd. (hereinafter referred to as Ali Health) Vice President Ni Jianwen told Caixin reporter.
As the main rival of Ali "Internet +", Tencent invested in the Micro Medical Group, which established the Wuzhen Internet Hospital ahead of Ali, and laid out a professional medical service group with medical insurance as its terminal. However, Wuzhen Internet Hospital is under the actual control of the micro-medicine group, which is equivalent to a self-closed private hospital test field. It is very different from the “ideal†that Ali Internet Hospital wants to be a platform and break the traditional medical pattern.
In recent years, a large number of Internet companies have joined the online medical field to “slap the groundâ€. According to statistics from iResearch, in 2009, the market size of China's online medical industry was only 200 million yuan, and it increased to 10.9 billion yuan in 2014. In 2015, it is estimated to exceed 16 billion yuan. The market scale is exponentially increasing.
At least more than 10 billion capital is being assembled in the field of online hospitals. The barriers of the traditional medical industry are so solid, and the interests of all parties are complicated. What kind of hospitals that have always used medicine to raise medicines, why should the prescription rights and pharmacy income be handed over to Alibaba? Is the sample of the Ali Hubei Network Hospital sustainable? Can it be widely copied? The market still has a big question mark. However, in the recent past, Ali Health, which faces the crisis of “bottoming†in the drug supervision code, has become a “Huashan Road†for the medical industry.
Graded diagnosis and treatment is difficult to break the hospital fortress
China's core medical resources have always been under the control of the hospital system, which is a fortress that Internet companies can hardly overcome. Ali's health has been working hard for a long time, and it is still difficult to find a hospital that is willing to cooperate. The fundamental reason is that the ultimate goal is to move the hospital's pharmacy to his Tmall medicine hall. For current public hospitals, pharmacy income accounts for more than 70% of total revenue.
The partner of Ali Internet Hospital is Wuhan Central Hospital. The hospital provides consultation services for 13 departments including Department of Gastroenterology, Endocrinology, Traditional Chinese Medicine and Dermatology. In August 2015, public hospitals in Wuhan have completely eliminated drug additions (excluding Chinese medicine drinks), and the revenue sources of public hospitals have been changed into service channels and government subsidies. This means that the hospital will no longer receive income from the pharmacy, and the direct relationship between drug sales and hospital revenue is forcibly cut off. Ali found a breakthrough.
↑Ali network hospital business model diagram
"With the cooperation of Ali Health, the cost of the hospital is not high. Set up a network office, and the staff of each department can take turns to ask for a consultation." Sun Changlin, secretary of the Party Committee of Wuhan Central Hospital, told Caixin.
Ali also found an entry point at the policy level - grading diagnosis and treatment, that is, different levels of medical institutions to undertake treatment of different diseases, to achieve primary care and two-way referral, to keep patients with common diseases at the grassroots level, to ease the treatment of large hospitals Difficult problem.
Sun Changlin said that there are 26 lower-level medical association hospitals in Wuhan Central Hospital, and cooperated with Ali to build a graded diagnosis and treatment system. "Firstly, based on policy requirements, Wuhan Central Hospital has undertaken the task of implementing graded diagnosis and treatment." Wuhan is a pilot city for grading diagnosis and treatment designated by the National Health and Family Planning Commission. In the second half of 2015, the State Council issued a number of documents to explicitly support the grading of medical treatment, requiring active development of Internet-based medical and health services, and exploring the application of Internet medical health services such as Internet extension medical orders and electronic prescriptions to extend the radius of medical services and leave patients at the grassroots level. .
Ali seized the need for outpatient volume diversion in Wuhan Central Hospital. In 2014, the number of outpatients in Wuhan Central Hospital was 1.51 million, and the number of inpatients was 120,000, ranking fifth in the overall strength of Hubei. “Ali previously worked in Beijing and Hebei, and cooperated with the local hospitals ranked one or two, but Ali could not provide benefits to the hospital. Soon the hospital would not cooperate, and the project would be 'yellow.'†A network hospital has experience in operating. People analyzed the Caixin reporter.
“Ali can help hospitals to recruit critically ill patients.†Sun Changlin said that in the cooperation with Ali, the hospital did not have any direct economic benefits. “But in the future, medical service fees will definitely be the main source of income for hospitals. Flow can bring economic benefits to the hospital."
In October 2015, Hubei Province implemented a comprehensive reform of county-level public hospitals. While eliminating drug additions, it increased the price of medical service fees, that is, increased the price of medical services such as medical treatment, surgery, nursing, and Chinese medicine.
Graded care brings opportunities for redistribution of benefits in the medical market. Tencent's micro-medicine group also announced an investment of 300 million US dollars to build a national Internet graded diagnosis and treatment platform. It plans to connect more than 1,600 key hospitals and 190,000 experts in the country within five years, providing triage consultation and appointment for 110 million real-name authenticated users. Registration, online medical treatment, medical payment and other services.
Similar to Ali, Tencent's micro-medicine group also chose Wuzhen Water Testing Internet Hospital, which has a pilot status. Wuzhen Internet Hospital is the “Internet +†project led by Tongxiang Municipal Government. With the support of Tongxiang Municipal Government and Wuzheng Government, Micromedicine Group provides technical support and cooperative operation. However, the Micromedicine Group draws on one of the US commercial medical insurance models, the Caesar model, a closed model consisting of insurance, hospitals, and doctors.
Through the high price control, Micro Medical Group has established a joint-stock company with a third-level hospital in Tongxiang City, Tongxiang City, and the two sides jointly operate the Wuzhen Internet Hospital under the Third People's Hospital of Tongxiang City, which is a “self-built hospitalâ€. Wuzhen Internet Hospital itself does not have strong doctor resources. Through the online platform, Micromedicine Group has enabled doctors everywhere to use the multi-point practice policy to register as an “online doctor†at Wuzhen Internet Hospital to provide “virtual medical services†such as telemedicine.
The micro-medicine group also focuses on “grading medical treatmentâ€. The final profit point falls on commercial medical insurance. It is hoped that, like the Caesar model, it will focus on controlling the medical cost and health management of members through “grading medical treatmentâ€, earning commercial medical insurance and The spread between medical expenses.
Liu Qian, a senior medical marketer and mobile medical analyst, told Caixin reporter that “the concept of grading diagnosis and treatment is not optimistic†because the grading diagnosis and treatment has not completely solved the interest relationship between the lower and upper hospitals. “The big hospitals are robbing patients, there is no return, small hospitals are not willing to refer. And the entrance of Tmall Medical Museum is very deep, the diversion capacity is limited, the flow is difficult to run quickly, and the platform-type commercial value of Ali cannot be realized. â€
In addition, medical problems that online hospitals can solve are limited. “A lot of medical treatments require on-site inspections in order to have judgments and prescriptions. Network hospitals are mainly for returning to diagnosis and management of chronic diseases.†Sun Changlin said that a large number of patients who need to be examined, network hospital doctors will help contact the village health center, Honghu City Hospital Or Wuhan Central Hospital, this is also a "three-level system" for graded diagnosis and treatment.
Medical insurance barriers are a problem that Ali Internet Hospital cannot bypass. According to Ni Jianwen, the local medical insurance policies are different. Not all the new rural cooperative departments can reimburse the pharmaceutical invoices provided by Ali. “Rural patients need network medical services to solve the problem of medical treatment, but rural patients are also more sensitive to price. If the medical insurance problem cannot be solved, their willingness to buy medicine will be greatly reduced.†Liu Qian said.
Tencent received the support of the Zhejiang Provincial Department of Social Affairs, and included the Wuzhen Internet Hospital into the settlement of the remote network in Zhejiang Province, and used it as the online payment pilot hospital for medical insurance in the province.
Source: Caixin Weekly
Tetanus Toxoid Vaccine,Toxoid Vaccine,Hep B Immune Globulin,Immunoglobulin Injections
FOSHAN PHARMA CO., LTD. , https://www.fs-pharma.com