Mobile health is dying, mobile medical is far from starting
Release date: 2015-05-04
Health Tracking Wearables, Personal Health Management, and Sports Health App are fast entering the Red Sea. The products are extremely similar, the cost of acquiring customers is getting higher and higher, and the income model is ambiguous and cannot be broken. It is very difficult to survive independently, and it is impossible to avoid the decline. Even selling to large companies may become very difficult. This is because companies in the industry are increasingly aware that the value of these users is not high, disloyal and unclear, and mobile health products themselves cannot provide value-added services, just an empty shelf.
Mobile health is aimed at healthy people, sports enthusiasts and fashion seekers. These people are easy to be attracted by marketing activities but quickly leave because they are not essential, so the consumption power is actually very low. Resources are hard to translate into real medical needs and are maintained over the long term. Contrary to this, the real mobile medical industry with service connotation is far from starting in China.
There is no way for mobile medicine to appear in a separate mobile mode. This is because medical care itself is a very professional and heavy activity, and the purpose of mobile is to better serve it in a more cost-effective and convenient way. China does not currently have such a large soil.
First of all, who is going to do the service? The reason why mobile health is low is because there is no need for professional service providers, so users can't stay. But this is also the dilemma of the Chinese market. The real professional service provider, the doctor, lacks the motivation to do real service, because our payment system does not pay for the service, but mainly pays for the product. The core of mobile medical care is to close the relationship between doctors and patients, improve the efficiency of doctor services, and make patients get better quickly, but under the current soil, doctors do not care about these things.
Second, mobile medical cooperation between institutions has just begun, but the unclear interest relationship has hindered its development. Why should we cooperate with each other? Achieving a win-win situation is the best state. That is to say, if the medical treatment is likened to an assembly line, the agencies at each link will perform their duties and cooperate with each other to ensure that the assembly line is at the most reasonable cost and highest. Operating under the conditions of efficiency is the best for everyone. But at present, China's medical system does not operate like this. Large institutions try to take all the assembly lines and do all the things. The scale brings people and increases the efficiency of products. The same is true for small institutions. Although they are short of money, once they have subsidies, they will also take all the things, such as purchasing equipment and products, pushing up income, and taking the same pattern. In such an environment, cooperation between institutions can only be a little bit of water, and the value of mobile medical care will not be reflected.
Finally, the relationship between the payer and the service party. The payer lacks a mechanism to control costs, and the inversion of prices of products and medical services over the years has led to the continued expansion of product use by the service providers to achieve higher incomes. It is difficult to rectify the price in the short term and it is necessary to change the payment system. In terms of payment, the service provider lacks the influence of control fees, and the service provider continues to have no incentive to reduce medical expenses. In such an environment, mobile medical care is difficult to develop.
The soil that is conducive to mobile health must have three conditions, the dispersion of institutions, the freedom of talent, and the changes in payments. When there are a large number of small and medium-sized service organizations in the market, rather than being monopolized by Big Mac hospitals, these small organizations are likely to use mobile platforms and tools. Because they cannot do everything themselves, they must be subcontracted. Mobile services will have an opportunity at this time by doing a good job of retaining users. Large institutions in a decentralized market will feel the pressure to acquire customers. At this time, they are not competing with small organizations, but they are united to retain patients through their misplaced services. At this time, mobile medical care between institutions The project can really be launched.
Another necessary condition is the freedom of talent. When doctors' services and abilities are linked to individuals, not institutions, they have the motivation to do the job well. The prerequisite is still whether the doctor's survival can be changed from product sales to service. This shift may be the hardest, even if freelance is not enough, but the transformation of the entire service pricing system—the third necessary condition: the shift in payments.
Payment is the key to driving all these changes. When a medical system turns cost control into the core and medical value as the basis of payment, it is possible to generate tools that focus on control fees and improve service quality. Mobile medicine will have a soil for development.
Therefore, from the perspective of these environmental factors, China's mobile medical care is far from beginning. The lack of professional service talents, lack of motivation between institutions, and the mechanism for payers to pay for this, these conditions seriously restrict the development of mobile medical care at this stage. This industry is still seriously affected by the policy, and the changes in policies, especially payment policies, determine the speed and direction of mobile medical development.
Source: Village Woman Diary
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