How has money burning mobile medicine been "realized"?
The problem of “realizing†has plagued more and more Internet entrepreneurs, especially in the medical direction.
In the first half of the year, Internet medical treatment, which was hot and hot, was frequently "pour cold water". First, the "Spring Rain Doctor" who was once regarded as the pioneer of reform was rumored to be closed down. Then the "Clove Garden" opened the clinic and was questioned. Investors’ enthusiasm for this field is also rapidly declining in recent times.
For many Internet medical companies that have already burned huge amounts of money, “realizing†is an urgent problem to be solved.
"Medical health accounts for 35% of Baidu's revenue, so this industry is an industry that Baidu can't afford. We are now trying a new way of monetizing. In the future, Baidu's medical health will not be more profitable in advertising. We hope to put patients. Leading to hospitals or drug dealers, there is a share from there.†At the 3rd Huaxing Capital Medical Health Industry Summit held recently, Li Zheng, head of Baidu’s new business cooperation, said.
In fact, whether it is the wealthy BAT three, or the professional industry companies such as Chunyu, Lilac Garden, and Funny Medicine, the data has always been regarded as an important weight for realizing.
So, how do all major platforms fight for data?
"Our data platform is open to CRM (a drug sales management software) for pharmaceutical companies. Through this data platform, we analyze the behavior of doctors in various channels, and obtain information based on this behavior to help pharmaceutical companies follow Their CRM system, marketing and other IT systems are docked.†Li Tiantian, CEO of Lilac Garden, said at the forum that this business has been doing for nearly two years. “In fact, the business of Lilac Garden has evolved. In the data phase."
Providing the data of doctors and patients to the drug delivery plant is currently the most direct means of data realisation, including Lilac Garden, Baidu Health, and Medical Union are considering or trying such a means of realization.
"We have two ways to study the way of Internet medical monetization: one is the cooperation of pharmaceutical companies, which helps the pharmaceutical companies to move the heavy business that can be moved online to do it online; but can't move it up, see if it can be improved through Internet technology. The efficiency of their offline. Another, I think it may be data mining, we can reach the doctor with great precision, we know who he is, his background, what kind of things he has participated in, what is his behavior track? I like what kind of medicine I like," said Wang Shirui, CEO of the Medical Association.
Just as many gene companies share test data with pharmaceutical companies, mobile medical data is also a gold mine in the eyes of pharmaceutical companies. However, unlike patient data from genetic testing, mobile Internet companies can also provide doctors' “behavior data†to drug manufacturers, which is also important for pharmaceutical companies that value doctors' channels.
Spring rain and clove gardens, which have been cut into the industry earlier and have accumulated doctor resources, have a natural advantage in the accumulation of doctor data. Later, they try to enclose more resources by providing doctors with benefits. Last week, the "Window of Medicine" signed a cooperation plan with Baiyang Medicine's "Handheld Medical News". The main direction is the online education of professional physicians. The ultimate goal is to obtain more doctor resources.
In addition to grasping the doctors and patient data to achieve “curve realizationâ€, how much profitability does the medical service itself have?
"If the mobile medical market is divided into two lines, I think that the realization is a horizontal and vertical line, and a vertical line is to collect money through the existing medical services: including the hospitals that are now doing business, overseas medical treatment; A horizontal line is through more consumers, that is, people who need medical services besides patients.†Li Tiantian said that in his view, the profitability of the former medical service companies that provide medical services is not optimistic, and then The way to expand the market area, by providing health management profit to the health consumer market, may be realized faster than providing medical services directly.
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